The business case for sustainability certification is stronger than ever and there are now many certification labels to choose from. Kevin Phun of Centre for Responsible Tourism Singapore and Singapore’s representative at Green Destination’s Good Travel Seal lays out some selection considerations
Sustainability certification in tourism is increasingly gaining popularity among businesses in Asia, where interest is driven in part by increasingly common requests for sustainability components found in RFPs.
At the same time, younger consumers these days look at sustainability when considering travel options, be it mode of transport or the kind of accommodation.
Hence, the business case for sustainability certification is now stronger, much more than a decade ago.
Sustainability certification is the process where different travel and tourism organisations subject themselves to often rigorous audits of their operations using pre-defined criteria that are recognised by the industry, and in some cases, the government. The criteria often cover a range of areas, from social responsibility to environmental impacts, waste management, ethical practices, etc.
Questions facing many travel and tourism organisations are: How do we get certified? Which certification is most suitable for us?
The first thing to do is recognise that there are many certification labels out there, and at least a few are suitable for you. It is also important to note that a good label may not be the best for you.
The most suitable label could be one that is not widely recognised, but allows you to start from a low base without putting too much pressure on your company and resources. A company with six or seven staff may find requirements by an internationally recognised label too demanding for operations. Be aware that some criteria and indicators require the company to invest in additional technology and/or manpower.
You should choose a label whose standard contains meaningful criteria and indicators that do not stretch you too much.
You should choose a label that offers enough brand recognition and is already used by some companies in your industry and sector. Better yet, choose a label that is recognised by your government, as this would likely make funding accessible to you.
You should choose a label that that supports you too – a label with regional, if not local, presence, so that reaching out for help, advice, and technical assistance will not be too difficult.
You should also choose a label that conducts activities around your region, so that your participation in such activities can bring benefits to your sustainability journey.
