TUI: Demand for Sustainably Certified Hotels is Growing Rapidly

According to TUI's latest sustainability summary published on June 5, the number of passengers staying in hotels with independent sustainability certification has increased by approximately 43 percent over two years. This news is not only a corporate achievement but also a signal for summer bookings: for Hungarian travelers, it may be becoming increasingly important to check exactly what a hotel's "green" certification means, alongside a favorable price, a good flight, and a beachfront location.

Sustainable tourism has been present in travel communication for years, but the current TUI data is interesting because it is no longer just about intentions or campaign slogans. According to the company, approximately 15 million guests chose a hotel with independent sustainability certification in the 2025 financial year. This is a significant increase compared to the 10.5 million level in 2023, showing that certified accommodations are appearing not as marginal niche products, but as an important selection criterion in mass tourism.

TUI released the announcement in connection with World Environment Day on June 5, and simultaneously indicated that it has been included on the CDP Climate Change A List for the fourth time. The CDP is one of the most recognized international systems for corporate environmental disclosures: in the 2025 cycle, more than 22,100 companies provided data, and about 5 percent of the nearly 20,000 scored companies made it onto the corporate A List. This in itself does not mean that every TUI product is automatically low-impact on the environment, but it does mean that for large travel groups, climate and sustainability performance is increasingly a measurable, auditable, and market-visible area.

What has changed now?

The essence of the fresh data is that demand for certified hotels is growing faster than many travelers perceive based on booking interfaces. TUI stated that it highlights hotels with independent sustainability certification on its booking platforms and in travel agency consultations. Certifications must align with the hotel standards of the Global Sustainable Tourism Council, or GSTC. This framework is not based on a single visible measure, such as reducing towel changes, but examines several areas: the management of sustainable operations, environmental and climate protection practices, support for local communities, and the protection of cultural heritage.

This is an important distinction. The term "green hotel" does not say much on its own if it is not revealed who verified the claim, on what criteria the examination was based, and how often the certification must be renewed. According to TUI's own background material, it expects certifications in hotel contracts that align with GSTC criteria and mentions names such as Travelife, Green Key, Green Globe, EarthCheck, or Biosphere among the most well-known certification systems. For the Hungarian traveler, this does not mean they must know every label by heart, but rather that it is worth checking before booking: whether the hotel's claim is based on independent certification or is just a general marketing phrasing.

Why does this matter to Hungarian travelers?

For Hungarian vacationers, sustainable certification may seem like a distant consideration compared to the price of the plane ticket, package fee, transfer, meals, and family budget. In practice, however, the topic is very tangible. Certified hotels often manage not only energy and water use more consciously, but also waste, the supply chain, working conditions, and the relationship with local communities. These factors can influence the stability of the service, the long-term quality of the hotel, and how well a popular resort can handle the load of the summer peak season.

The decision is particularly relevant for Mediterranean mass tourism destinations, where summer capacity, water consumption, heat, labor shortages, and the burden on the local population present simultaneous challenges. Those planning to visit Mallorca, Crete, Rhodes, Cyprus, or Antalya should compare not only which hotel is cheaper, but also what type of operational promise stands behind it. On the logistics side of the trip, checking flights from Budapest airport can be a useful starting point, and at the destination, pre-planning the airport environment and onward travel, such as Mallorca airport accommodations or Heraklion airport car rentals.

Not all sustainability claims are equal

One of the biggest problems with sustainable tourism is trust. Travelers often see that an accommodation calls itself environmentally conscious based only on a few icons, short labels, or general sentences. This can easily lead to misunderstandings, as a hotel may be truly pioneering, or it may just communicate a few low-cost measures too strongly. This is why independent certification is valuable: it is not a perfect guarantee, but a stronger anchor than an unverified claim.

Hungarian travelers should ask three questions before booking. First: exactly what certification does the hotel have? Second: is this certification in harmony with internationally recognized criteria, such as a GSTC-aligned standard? Third: does the certification apply to the specific hotel, or only to the general sustainability goals of the hotel chain, the brand, or the booking platform? The difference is not a trifle. A corporate group's ambitious climate goals are important, but from the traveler's perspective, what matters is what service and operational practice is implemented at the chosen accommodation.

The same applies to the price. A certified hotel is not necessarily more expensive, and a non-certified hotel is not necessarily a bad choice. The current TUI data rather indicates that sustainability certification is increasingly becoming part of the normal comparison criteria. A good decision still consists of several factors: flight time, baggage rules, arrival time of day, transfer cost, room type, meals, cancellation terms, local transport, and the operational credibility of the hotel together provide the full picture.

What does this mean for summer bookings?

In the 2026 summer season, demand is strong in several popular European regions, while travelers are more price-sensitive than during the first big rebound after the pandemic. In such an environment, sustainability certification can play a role in two ways. First, it can help filter the offer when choosing among many similarly priced beachfront hotels. Second, it indicates that the hotel likely deals more regularly with energy efficiency, water management, waste, and local sourcing, which in the long run can affect operational costs and service stability.

For family travelers, this can be particularly practical, because the cheapest offer rarely consists only of the room price. If an expensive transfer is needed for a more distant hotel, if the insurance deductible is high for car rentals, or if arrival happens late in the evening, the total trip can quickly become more expensive. Therefore, for a holiday in Crete or Rhodes, it is worth looking at the hotel quality, certification, arrival airport, and local transport together. For such planning, a preliminary overview of hotels around Heraklion airport, Rhodes airport hotels, or Antalya airport car rentals can be useful.

Large travel companies indicate market direction

Due to TUI's size, the current data is indicative for the entire European tourism market. The group serves more than 34 million customers, with hundreds of hotels and resorts, its own airlines, a travel agency network, online platforms, and a cruise business. If such a player sees that demand for certified hotels grows visibly over two years, then competitors, hotel operators, and tourism authorities in destination areas will also pay attention.

This does not mean that sustainability will become the number one consideration for every booking in a short time. Most travelers still decide based on price, date, direct flight, room quality, and proximity to the beach. The change is rather seen in the fact that authentic certification is more and more often included in the final weighing. If two offers are similarly priced and offer similar comfort, independent certification can represent a competitive advantage.

For hotels, this is a double message. First, it is not enough to make general environmental promises, because travelers and tour operators increasingly expect evidence. Second, certification works well if it is treated not as an administrative burden, but as a service development tool. Energy efficiency, reducing water use, involving local suppliers, or staff training are not just environmental issues, but quality and financial issues as well.

What should the traveler look for before booking?

• Look for the specific name of the certification. "Sustainable", "green", or "environmentally friendly" on its own is little; the certifying organization and the criteria system are more important.
• Check what the labeling refers to. A chain-level corporate goal is different from a specific hotel's independent certification.
• Compare the total travel cost. Plane ticket, baggage, transfer, insurance, car rental, and cancellation terms count together.
• Do not pay more just for a label. Certification is a valuable signal, but it is only worth it if the hotel's location, service, and terms are also appropriate.
• Ask about the details. At a travel agency or tour operator, it is worth asking when the certification was made, who performed the audit, and what this means for the guest experience.

Cautious optimism for "greener" vacations

Based on TUI's fresh data, demand for sustainably certified hotels is no longer just principled support, but a measurable booking phenomenon. The 15 million guests and the 43 percent increase over two years show that in the large European travel markets, more and more people are willing to consider certified operations. For Hungarian travelers, this does not mean they must perform a complex expert audit before every vacation, but rather that it is worth asking one extra, practical question during the booking decision: is there a real, independent certification behind the hotel's sustainability promise?

Summer travel is still about relaxation, family, the beach, sightseeing, and good timing. But if the sustainability information is clear, verifiable, and does not unjustifiably increase the total cost, then it can add a new quality filter to the decision. The current TUI announcement is therefore not only corporate sustainability news, but also a sign that in European tourism, authentic hotel certification is slowly becoming part of normal travel planning.