Green Key Raises Sustainability Bar in 2026
Certification growth reflects structural shift
Green Key closed 2025 with record expansion, underscoring a deeper transformation underway in the global hospitality sector. The number of certified establishments grew by more than 25%, surpassing 8,300 properties across 90 countries. This growth signals that sustainability is no longer a niche branding tool but an increasingly expected baseline for international hotels and tourism operators.
Strategic partnerships accelerate adoption
Throughout the year, Green Key strengthened and expanded partnerships with major hotel groups and tour operators, including Accor and The Shilla Hotels & Resorts. These alliances amplify the program’s reach and reinforce sustainability as a collective industry standard rather than a differentiator reserved for a limited group of early adopters.
From green claims to measurable performance
A defining milestone in 2025 was the development of revised Green Key certification criteria, set to take effect on October 1, 2026. The updated framework aligns more closely with ISO standards and the EU’s upcoming Empowering Consumers for the Green Transition Directive. The shift emphasizes consistency, accountability and demonstrable outcomes, moving the industry beyond symbolic actions toward verifiable sustainability performance.
EU regulation reshapes hospitality sustainability
Green Key’s pursuit of accreditation through the Danish National Accreditation Body highlights a broader regulatory trend. Sustainability certification is becoming embedded within legal and compliance frameworks, particularly in Europe. For hotels operating in or targeting EU markets, credible certification is increasingly tied to regulatory alignment rather than voluntary positioning.
Market and consumer engagement continues to rise
Growing traffic across Green Key’s digital platforms in 2025 reflects rising awareness among both industry stakeholders and travelers. Demand is shifting toward independently verified sustainability credentials, reinforcing the role of structured certification schemes in shaping booking decisions and brand trust.
As reported by International Investment experts, Green Key’s 2026 criteria update marks a turning point for hospitality ESG strategies. Hotels that proactively adapt governance, reporting and operational practices to meet stricter standards will be better positioned to access European partnerships, capital and demand, while those delaying adjustment may face increasing regulatory and reputational risks.