Greek hotels show a wide gap between sustainability intentions and certification

Hotels across eight mature Greek island destinations broadly support sustainable practices, but far fewer say they have implemented certified sustainability programmes. In a survey of 373 hotels, approximately 84% reported an intention to adopt sustainable practices, while about 25% reported having certified programmes. The contrast reveals a pronounced gap between what hospitality businesses say they aim to do and what they report achieving through formal certification. The findings point to differences in financing, knowledge and staffing that may help explain why intentions do not always translate into certified action.

Researchers analysed the survey results with two binary logistic regression models, one examining the factors associated with intention to adopt sustainable practices and the other examining the factors associated with certification. This cross-sectional approach compares the determinants of the two outcomes at a single point in time; it does not track individual hotels as they move from intention to certification. The study covered hotels in eight mature island destinations, where tourism is an important part of local consumption and seasonal demand can place substantial pressure on resources. The authors caution that the results identify associations rather than establishing causes.

Access to financing was associated with both sustainability intentions and certification, suggesting that hotels facing investment constraints may face obstacles in both areas. Tailored sustainability knowledge was associated specifically with intention. By contrast, the availability of trained personnel was associated with certification. A formal comparison found that the overall sets of determinants for intention and certification differed significantly. At the individual-variable level, however, the effect associated with trained personnel was the main one that differed significantly between the two outcomes. Associations involving staffing and liquidity constraints were weaker and should be interpreted cautiously, according to the study.

Hotel size and star rating, used as control variables, were positively associated with certification. The authors say these patterns highlight the particular challenges facing small and medium-sized enterprises, which may have less access to finance and fewer specialised staff. They argue for integrated sustainability policies that address financial, knowledge and human-resource constraints together rather than relying on a single intervention. The study’s reliance on self-reported intentions and certification status, combined with its cross-sectional design, limits what can be inferred about changes over time or the effectiveness of any particular measure. Even so, the contrast between stated goals and formal certification provides a measurable indicator of the gap between sustainability ambition and reported implementation in Greece’s mature island hotel sector.

Subject of Research: Cross-sectional analysis of sustainability intentions and certification in 373 hotels across eight mature Greek island destinations.

Article Title: Drivers and barriers associated with the intention–certification gap in hotel sustainability across mature Greek island destinations

Article References: Vlami, A., Mitropoulos, P., Christidou, A., & Tsamos, G. (2026). Drivers and barriers associated with the intention–certification gap in hotel sustainability across mature Greek island destinations. Discover Sustainability. https://doi.org/10.1007/s43621-026-04380-6

Image Credits: AI Generated

DOI: 10.1007/s43621-026-04380-6

Keywords: Greek island tourism, hotel sustainability, sustainability certification, environmental intentions, hotel financing, staff training, binary logistic regression, cross-sectional survey, sustainable hospitality, Drivers, barriers, associated