Hospitality industry adapts to climate risks and new EU sustainability rules

The hospitality and tourism sectors are facing significant shifts driven by new sustainability requirements and regulatory changes. The GreenSign Future Lab 2026 conference highlights the economic necessity of addressing climate risks, noting that ecological criteria now directly impact operating costs, property values, and capital availability.

Experts emphasize that sustainability must move beyond theory to become affordable and measurable for the broader market. This includes moving away from a ‘green feeling’ toward concrete CO2 accounting and sustainable luxury design.

Parallel to these industry trends, the European Union’s ‘Empowering Consumer Directive’ (EmpCo) will introduce stricter rules for environmental claims starting September 27, 2026. The directive aims to combat greenwashing by requiring that terms such as ‘sustainable holiday’ or ‘eco-friendly hotel’ be backed by verifiable evidence rather than generic marketing phrases. While the directive does not ban sustainability communication, it mandates that all environmental claims be specific, transparent, and substantiated to protect consumers from misleading information.