The End Of Greenwashing? How Luxury Travel Is Redefining “Eco-Friendly
Forbes article published 3 July 2026
A green label or certification logo at the bottom of a hotel website is no longer enough since it does not answer the harder questions: what that eco-badge actually measures and what it misses.
—Emese Maczko, travel writer covering sustainable travel for Forbes
In this Forbes feature, travel journalist Emese Maczko explores how the luxury travel industry is moving beyond generic sustainability claims towards greater transparency and measurable positive impact.
The article examines Jacada Travel’s Positive Impact Collection, highlighting its rigorous assessment process for identifying properties making meaningful contributions to conservation, local communities and responsible tourism.
The problem is that transparency isn’t there. You can’t just go in and access all information. There’s no way to understand what they got their points from within certain certifications. How do you compare a B Corp against a Green Globe or against a Costa Rican government certification? You can’t.– Natalie Lyall-Grant, Head of Positive Travel at Jacada Travel, as quoted in Forbes
As a member of the Collection, Galapagos Safari Camp is featured alongside comments from co-founder Stephanie Bonham-Carter, who reflects on the value of looking beyond standard sustainability assessments.
What impressed us about Jacada was their willingness to look beyond the questionnaire and understand the reasoning behind those decisions.
—Stephanie Bonham-Carter, Co-founder Galapagos Safari Camp
Rather than focusing solely on certifications, the feature highlights the importance of long-term stewardship, thoughtful resource management and supporting local communities in one of the world’s most fragile ecosystems.
It also reflects something we appreciated during Jacada’s assessment process: a willingness to apply critical thinking and to understand the reasoning behind individual decisions, recognising that sustainability cannot always be reduced to a checklist.
For example, one question asked whether guest rooms use keycards to switch off air conditioning or heating when guests leave the room. In our case, the answer is “no”, not because we overlooked the issue, but because we deliberately chose raised safari tents over conventional brick-and-mortar buildings, carefully positioning them to capture the natural air currents and eliminate the need for air conditioning in the first place.
During the cooler months, we provide extra blankets and hot water bottles. On paper, that answer alone (“no”) might score less points than a property with keycard-controlled air conditioning and heating. In practice, however, it reflects a design philosophy that removes the need for air conditioning or heating altogether.
It is precisely these kinds of contextual decisions that Jacada takes the time to understand when evaluating each property.
The article also recognises the role the Collection plays in helping smaller independent properties, which often cannot match the marketing reach of multinational hotel groups, share their sustainability stories with a wider audience.
Being part of the collection helps bring visibility to initiatives that might otherwise go unnoticed.
—Stephanie Bonham-Carter, Co-founder, Galapagos Safari Camp
Read the article on Forbes: The End Of Greenwashing? How Luxury Travel Is Redefining “Eco-Friendly”
Learn more about Sustainable Hospitality at Galapagos Safari Camp