Cost of going quiet: Greenhushing and the future of sustainable travel

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As the political mood shifts and scrutiny of green claims intensifies, many businesses, especially small and medium-sized enterprises (SMEs), are hesitant to talk about sustainability efforts. After greenwashing, the term greenhushing has entered the conversation to describe this silence. But for Travel & Tourism SMEs, retreating from transparency is the wrong move. In fact, now is precisely the time to double down on action and communication. Because if SMEs go quiet, we risk not only losing customer trust but also slowing the momentum that has made sustainability a defining feature of modern tourism.

The rise of greenhushing

Recent political developments have made sustainability a more complex space to navigate. The European Union’s green claims directive, which aimed to crack down on misleading environmental advertising, has been postponed, partly under pressure from groups arguing that it places too great a burden on small businesses. In parallel, far-right parties across Europe have begun pushing back against ESG (Environmental, Social and Governance) initiatives, framing them as bureaucratic overreach.

Businesses are understandably nervous. A 2023 study found that while a strong majority of companies (81%) recognise that communicating their net zero efforts benefits their bottom line, more than half (58%) of those struggling to communicate climate action effectively now plan to scale back their external messaging. This number is likely higher among SMEs, which often lack the communications teams and legal advisors that larger corporations lean on. Yet silence has its own risks. In a climate where misinformation and greenwashing are rightly being challenged, the absence of a clear, credible voice can suggest evasion or indifference.

Moreover, public interest in sustainable travel has not waned. A recent study revealed that 83% of global travellers consider sustainability important, and 75% intend to make more sustainable travel choices in the next 12 months. Additionally, 55% are willing to pay extra for greener travel options. Between 2019 and April 2024 alone, 246 million travellers selected low-emission flights on Skyscanner, highlighting the growing demand for sustainable travel. This makes sustainability a business opportunity. So, while greenhushing may seem like the safer route in a more litigious and politicised landscape, strategic and transparent communication is still the smarter move.

How SMEs can communicate responsibly

The challenge, then, is not whether to communicate, but how to do so credibly. Here are four principles for SMEs in travel to follow:

• Focus on facts, not fluff: Avoid vague phrases like eco-friendly or sustainable without context. Instead, offer specifics: “We reduced plastic bottle use by 80% in the past year,” or “Our guesthouses now run on 100% renewable electricity.”  

• Use third-party verification: One of the best ways to build credibility is through external validation. Certifications  from  accredited organisations provide a recognised standard and can help SMEs navigate compliance with evolving regulations. This is especially important as the UK’s Advertising Standards Authority and other national bodies increase their scrutiny of environmental marketing. WTTC’s Hotel Sustainability Basics offers a 3-year verification programme ideal for providers who are just starting their sustainability journey.  

• Tell your story: Consumers value authenticity. Share your successes and also your challenges. If you have struggled to eliminate emissions from transport, say so, and explain how you plan to improve. By doing this, you humanise your business and build trust with customers and partners alike.

• Collaborate to amplify your voice: SMEs don’t have to do this alone. Regional tourism boards, national travel associations and certification bodies all have tools and platforms designed to help small operators share their sustainability story. Partnering with others such as local farmers, NGOs or fellow SMEs can also enhance legitimacy.

In a world where policy can shift with each election and public discourse can become polarised, the travel sector must stay the course. That means not only continuing to invest in sustainable practices, but also standing up for them, speaking about them, and showing what good looks like. By continuing to share a business’ journey, thoughtfully, transparently, and credibly, you can reinforce a global movement that is shaping the future of travel.

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