From organic certifications to hotel star ratings, seals and labels are a familiar sight in the hospitality industry. They promise transparency, quality, and credibility. But how relevant are they in day-to-day business? Do guests truly notice them? And what role can they play in setting a business apart?
Germany’s new Bio-AHV seal: A quiet beginning
In October 2023, the German government launched a new certification aimed specifically at the out-of-home sector. The Bio-AHV seal allows restaurants, caterers, and institutional kitchens to label themselves as organic, depending on how much of their purchasing volume meets certified organic standards. The seal is awarded in three levels – bronze, silver, and gold – starting at 20 percent organic ingredients.
Although the initiative fills a gap between retail food standards and gastronomy, its uptake has been modest so far. A year into the programme, few businesses have adopted the label, and public awareness remains low. The case of the Bio-AHV seal illustrates a broader reality in the hospitality industry: while certifications can carry value, they are often underused, undercommunicated, or misunderstood.
What seals are out there – and who pays attention?
Globally, the hospitality sector is home to a wide range of certifications. Some address sustainability and environmental impact, such as Green Key or Green Globe, both of which are internationally recognised eco-labels for hotels and restaurants. In Germany, the DEHOGA environmental check and the Viabono certification highlight resource-saving and climate-conscious operations. Others focus on food sourcing and production standards. The EU organic label and the German Bio-Siegel are well established in retail and also used in some parts of the gastronomy sector. For allergy-conscious customers, the ECARF quality seal provides assurance that allergen management is taken seriously. Larger hotel operations may also seek environmental management certification through schemes like EMAS, while halal-friendly hotels can apply for accreditation such as the Salam Standard.
Not all certifications are focused on sustainability or health. Hotel star ratings, while not seals in the traditional sense, still serve as trusted indicators of quality and service level, particularly for international guests. In fine dining, recognition from guides such as Michelin or Gault-Millau can significantly influence perception, media coverage, and pricing.
Each label serves a different purpose. Their impact depends not only on the issuing body and the underlying standards, but also on how visible and understandable they are to guests.
The digital visibility gap
While seals have existed for decades, their role in today’s digital booking landscape is more complex. Online travel agencies (OTAs) such as Booking.com, Expedia, and Airbnb rarely prioritise certifications in their interface design. Most platforms do not offer filter functions based on sustainability or health seals. If certifications are mentioned at all, they are often buried in secondary tabs or require users to click through multiple layers.
On the operators’ side, many hospitality businesses fail to provide this information consistently to OTAs. The result is a missed opportunity: seals that could act as decision-making tools remain invisible to a large share of digital guests.
On their own websites, some hotels and restaurants feature their certifications prominently. Others only mention them in passing. Few create dedicated content that explains what these labels mean, why they matter, and how they reflect the business's values. Without explanation, even credible certifications lose impact.
Social media and influencer partnerships offer another channel to communicate certifications. Yet even here, businesses often miss the chance to create compelling, transparent narratives around their credentials. Collaborating with sustainability-focused travel influencers could be a way to increase both visibility and credibility.
Trust, transparency, and the risk of greenwashing
Seals are meant to build trust. But in an era of increased environmental claims, they can also backfire. Consumer scepticism around "greenwashing" is real – and growing. Many travellers question whether businesses that display sustainability claims are truly acting in line with those values.
This is where third-party verification becomes essential. Certifications issued by independent organisations carry more weight than self-created badges or vague marketing slogans. Auditing and enforcement mechanisms are equally important. If a seal is not backed by robust, transparent processes, it can damage rather than strengthen trust.
For seals to remain credible, their issuing bodies must ensure that standards are upheld over time. This includes re-certification, unannounced inspections, and clear consequences when criteria are no longer met.
The business perspective: Effort, investment, and internal alignment
Certifications often require significant investments of time and money. Application fees, audits, infrastructure changes, and ongoing documentation can add up quickly. For smaller businesses in particular, the cost-benefit calculation may not be clear.
Operational requirements vary widely between seals. Organic certifications may demand changes in sourcing, stock management, and kitchen processes. Eco-labels might require upgrades to water and energy systems, new waste protocols, or training programmes for staff.
Even with a certification in place, marketing it effectively is a challenge. Many hospitality businesses lack the communication resources to make seals part of their brand identity. Staff training is also crucial. When team members understand and can explain the meaning behind a seal, it reinforces authenticity and strengthens guest trust.
Looking ahead: Technology, personalisation, and the future of seals
The role of certifications may evolve as digital tools advance. Blockchain could offer new ways to make sustainability claims more transparent and traceable. AI-driven booking platforms may soon enable guests to filter accommodation or dining options by values, not just price or location.
We may also see the emergence of more specialised seals. As consumer demands grow more individualised, certifications could appear for vegan hospitality, carbon-neutral events, pet-friendly excellence, or locally sourced menus.
Conclusion: Still relevant, if done right
Seals still matter – but only if businesses communicate them well and align them with real practices. When backed by transparency, clear storytelling, and operational integrity, certifications can build trust and add value.
For owners, a credible seal can even boost the value of their property when selling. Hogahero is here to showcase exactly that and connect certified hospitality businesses with the right buyers.