Room for Improvement? New Insights into Sustainability in Europe’s Lodging SMEs
How sustainable is Europe’s lodging sector in 2025? A recent field study from the GreenHost project reveals key trends, challenges, and untapped potential across five countries.
Where do small and medium-sized enterprises (SMEs) in the European lodging industry stand on sustainability—and what’s holding them back? The GreenHost project set out to answer this question through a multi-country field study involving literature analysis, stakeholder surveys, and expert interviews in Germany, Poland, Bulgaria, Italy, and Austria.
The results paint a varied picture: while countries like Austria and Germany benefit from strong institutional support and certification frameworks, others like Bulgaria and Poland face barriers such as limited awareness, weak enforcement, and low uptake of sustainability training. Across the board, however, financial constraints remain the number one barrier to green transformation, as confirmed by over 67% of survey participants.
A survey of 81 SME owners and managers revealed further hurdles, from time limitations to knowledge gaps—particularly around legal regulations and sustainability reporting. Yet, there is also momentum: many cited a genuine desire to protect the environment and community as their main motivation.
The findings underscore a shared need for better training, practical guidance, and funding tools tailored to SMEs. With growing consumer expectations and regulatory pressure, the message is clear: it’s time for the lodging sector to move from scattered efforts to structured, supported transformation.