Green Key drives certified, measurable hotel sustainability

Travel Daily News

2 days ago

At the FEE International Conference on Crete, Joaquin Arturo Diaz Rios discusses Green Key's sustainability roadmap, emphasizing certification, stakeholder accountability, and the urgent need for measurable, provable green practices.
REPORT – Crete: The Green Key sustainability roadmap is shaping the future of the global hospitality sector, as emphasized by Joaquin Arturo Diaz Rios, CEO of FEE Mexico during the International Conference of the Foundation for Environmental Education (FEE) on Crete, Greece. Diaz Rios highlighted that strengthening Green Key's evaluation tools is essential to accurately measure the environmental impact of hotel operations. Simply claiming to be 'green' is no longer sufficient — properties must demonstrate their sustainability through rigorous internal and external assessments, providing tangible proof to consumers and stakeholders alike.
Green Key's sustainability roadmap stresses that hotel operators must first become conscious of their impact, take responsibility, and then take action to minimize negative effects. This involves reducing water and energy consumption, managing waste effectively, and involving not just hotel staff but also guests — whether they are visiting for leisure or business. All stakeholders in the hotel ecosystem share this responsibility. Moving toward a sustainable future requires shifting away from viewing sustainability as a romantic ideal; it is, in fact, an operational obligation.
Looking ahead, Diaz Rios noted that regulatory frameworks like the EU Green Claims Directive are driving the hospitality sector toward verified sustainability. Within the next five years, he predicts that major hotel chains and independent properties alike will be compelled to adopt new sustainability-focused operational models. This shift is not merely regulatory — it is also a response to rising consumer demand. Guests increasingly ask for and expect verified, certified green practices, and platforms like Booking.com now visibly display which hotels are undergoing continuous sustainability evaluations.
Diaz Rios also reflected on the Mexican context, where the majority of inbound travelers come from the United States. While awareness levels remain uneven across both international and domestic travelers, Green Key's sustainability roadmap includes raising awareness as a foundational step. As part of the Foundation for Environmental Education, Green Key's mission extends beyond certification — it is about fostering environmental consciousness and spreading the sustainability message across all market segments.
As Diaz Rios emphasized, raising awareness is the critical starting point for any meaningful shift toward sustainable practices in hospitality. Only by aligning operational accountability, certification, and consumer expectations can the industry deliver on its sustainability promises.