Kerala has understood the weaknesses of existing certification schemes and they have developed a better approach.
The purpose of consumer-facing certification is presumably to assure the guest or client that the hotel they are planning to stay in, or the operator they plan to travel with meets a sustainability standard. But there are problems:
- Certification is opaque. No certification scheme permits a customer to identify the hotel or lodge with the lowest water consumption per bed night, the lowest carbon emissions or the best employment practices in the destination to which they plan to travel.
- There is such a plethora of schemes that it is all but impossible to understand what they mean. How is a purchaser to understand the GST-Member; GSTC-Approved; GSTC Accredited? What are the differences between them? What assurance does the label provide?
- The labels are process driven – none of them transparently reports what has been achieved by a hotel or tour operator in reducing negative impacts or increasing positive impacts.
- One size does not fit all. Water conservation is a bigger issue in Dubai or Kenya – priorities vary locally between and within countries.
- A consumer cannot recover damages from a hotel which fails to deliver against its certificate.
- There is no effective enforcement mechanism.
The credibility of the existing certification schemes is undermined each time a traveller or holidaymaker checks into a certified hotel and goes to the room to find the thermostat set at 15C, all the lights and the TV on, and a bit of card stuck in the key card light switch, more damage is done to certification. When you turn the thermostat up or off, switch off all the lights and the TV, and put the towels back on the rail as you leave in the morning only to find, on returning to your room, the aircon back on, a freezing room with lights blazing and fresh towels, consumer confidence in certification is undermined.
Kerala’s Responsible Tourism Classification Scheme is very different. It distinctively reflects local concerns and priorities and the classification can be withdrawn in case of violation of classification conditions, as and when brought to the notice of the government. This scheme has teeth and is able to secure compliance.
Hopefully, Kerala will ensure that the basis for each hotel or resort’s classification be made clear by the publication of their scores against each of the criteria. This would
- make it possible for communities, travellers and holidaymakers to draw attention to hotels and resorts which may be breaching their claims; and
- enable consumers to choose to stay in the hotel or resort which is scores highest on the criteria which matter most to them.
That would be a real game changer.
Kerala has taken a very different approach. Kerala recognises that Responsible Tourism practices in hotels and resorts are essential to the long-term preservation of culture and the social-economic stability of communities and their environment. They are just launching their Responsible Tourism Classification Scheme they have developed is administered and overseen by the Director of Tourism in the Kerala government’s Department of Tourism and the Responsible Tourism Mission Co-ordinator, both of whom have the right to inspect Responsible Tourism Classified hotels and resorts “at any time without prior notice.” The classification can be “withdrawn in case of violation of classification conditions, as and when brought to its notice.”
The Responsible Tourism Classification Manual makes clear that classification requires a sustainability management plan, compliance with government rules and regulations, customer satisfaction and promotional material will be tested against service delivery. Interpretation o nature and the local culture is expected and there are very detailed expectations on personnel training and management.
The socio-cultural responsibility criteria reflect Kerala’s priorities, accessibility for those with special needs, codes of conduct for management staff and visitors requiring respect for the “traditions and property” of local people and ensuring that the community is aware “of their rights to say ‘no’ to tourism activities.” The policy includes action to counter child abuse and ensure equality of opportunity for women and transgender people.
The economic criteria include developing and promoting local art and craft souvenirs, local employment, purchase of local goods and services, supporting local SMMEs, wages, staff welfare and legal protection, and contribution to social initiatives and protection of nature, culture and the built environment.
The environmental criteria cover sustainable siting and design, locally appropriate principles of sustainable construction, a code of conduct for visits to environmentally sensitive sites, energy conservation, water consumption, waste management and attempts to reduce greenhouse gas emissions.
