Most sustainability claims used in hospitality marketing today would not withstand scrutiny under the EU Green Transition Directive (2024/825), which comes into effect on 27 September 2026. While the regulation is European, Middle East hotels are increasingly exposed through their European source markets. Yet many operators have neither reviewed the directive nor assessed whether their current sustainability claims comply with its requirements.
“Carbon Neutral, Eco-Friendly, Green: Claims Your Commercial Team Can No Longer Make After September 2026 — And What to Do Instead.”
In partnership with HSMAI MEA
Speaker: Radhika Arapally, Founder of Sustainability Kiosk, and UAE Senior Strategic Representative for the World Sustainable Hospitality Alliance
In this practical session, Radhika will cover:
- What the EU Green Transition Directive means for hospitality businesses.
- The Directive’s “banned list” of sustainability claims and phrases that can no longer be used without meeting strict requirements.
- A step-by-step approach to auditing your marketing content against the prohibited claims.
- A 90-day audit framework covering websites, OTAs, sales collateral, and RFP responses.
- Immediate actions commercial leaders should take to reduce risk and prepare for compliance.
To know more about the Directive, read our blog post on the Kiosk and Kettle.
Designed specifically for senior commercial leaders in hospitality who want to identify risks early, strengthen credibility, and stay ahead of upcoming regulatory requirements.
