Sustainability has been steadily gaining relevance within the travel industry for years, but in 2026 it has taken a decisive leap forward: it is no longer a “nice to have”, but a key factor directly influencing how travellers choose where to stay and how companies design their products. Today, more than 80% of travellers prefer sustainable options when the information is clear and verifiable, and nearly 70% are willing to pay more for accommodation that meets audited environmental and social standards. As these preferences continue to grow, transparency is no longer an added benefit — it has become an essential expectation. 

22,000+ certified sustainable hotels gain visibility across HBX Group through reliable data powered by BeCause 

Against this backdrop, HBX Group has introduced a new feature that marks a turning point: the ability to clearly identify and display hotels with verified sustainability certifications across all its booking platforms and API connections used by tour operators, airlines, and technology partners. This enhancement ensures that sustainability is not only present in the booking journey, but is visible, accessible, and commercially meaningful for the entire travel ecosystem.

The technological engine behind this development is the recent integration with BeCause, the leading platform for consolidating and verifying ESG data in the tourism sector. Through this connection, HBX Group receives continuously updated information based exclusively on certifications audited under methodologies aligned with GSTC, Travalyst, and other globally recognised standards. This eliminates self-declared labels and ensures the reliability and traceability of sustainability information — something travellers increasingly demand, and regulators increasingly require.

Thanks to this capability, more than 22,000 certified hotels now benefit from enhanced visibility within the HBX Group ecosystem. This portfolio includes major international hotel brands, boutique properties, resorts, holiday parks, and family-run hotels. What unites them all is the same core requirement: verified certifications, audited independently and updated in real time via BeCause.

The commercial impact is equally clear. Over the last two years, certified hotels have recorded close to 20% growth in sales, outpacing the performance of HBX Group’s overall hotel inventory. Demand — measured through room nights — has also risen by 13%, confirming that when sustainability is communicated clearly and supported by independent verification, it becomes a natural driver of conversion and a genuine competitive advantage.

For tour operators, airlines, travel platforms and partners connected via API, this feature introduces immediate operational value. The new filter enables them to identify certified hotels with one click, receive multilingual descriptions of each certification, and work with information that updates automatically. This reduces manual verification efforts, minimises reputational risk, and supports compliance with the ESG expectations embedded in an increasing number of corporate travel programmes and procurement processes.

For hotels, this upgrade transforms sustainability into a tangible commercial opportunity. Their certification becomes visible at the precise moment when travellers and distributors are weighing their options, helping them stand out in a competitive global marketplace. In an environment where younger travellers — and corporate clients alike — demand genuine, verified impact, this type of visibility is crucial.

Travellers, meanwhile, gain a clearer and more intuitive experience. In a market overloaded with environmental claims, what they value most is trust. They do not want to interpret dozens of labels or examine complex methodologies. They want to know, quickly and confidently, whether a hotel meets real, independently verified sustainability criteria. HBX Group’s integration with BeCause delivers exactly that: a simple and trustworthy way to choose better — to Travel Better.

This initiative forms part of HBX Group’s long-term commitment to a more conscious, transparent, and efficient travel ecosystem. It is aligned with a strategic direction defined by a message that will guide the evolution of our sustainability offering: Travel Better — an open invitation for hotels, distributors, airlines, technology partners, and travellers to move together towards a model where verified sustainability is clear, accessible, and commercially rewarding.

With more than 22,000 certified hotels now visible across our platforms — supported by real-time, independently verified data — HBX Group strengthens its role in leading a more responsible and future-ready distribution model. Because only with reliable information can we make decisions that truly help us, collectively, Travel Better.