Purple Giraffe helps tourism businesses review and improve the environmental claims, sustainability labels, and sustainability-related messaging appearing across their websites and digital marketing materials.
Identify claims that may need clarification or supporting evidence, improve how sustainability credentials are presented, and turn verified environmental practices into clearer customer-facing communication.
Designed to help tourism businesses assess their environmental communications in the context of Directive (EU) 2024/825, the Empowering Consumers for the Green Transition Directive, and other applicable consumer-protection requirements.
The communication gap
Many tourism businesses invest in environmental initiatives, responsible operations, energy efficiency, waste reduction, and sustainability certifications. But the value of that work can be lost when website messaging relies on broad claims without enough context.
"We are a sustainable and eco-friendly hotel."
Broad terms used without supporting context, measurement, or evidence. Under Directive (EU) 2024/825, claims like this may require substantiation.
"Our property has implemented [verified practice]. During [defined period], this helped us achieve [documented result]."
This is a template, not a factual claim about any particular property. All figures and statements must be verified before publication.
What we review
A structured review of the environmental claims, sustainability labels, and related messaging appearing across your website and digital marketing materials.
"Eco-friendly", "green", "environmentally responsible", "carbon neutral" and similar claims. We identify broad statements and flag where specificity, qualification, or substantiation may need review.
Certification logos, sustainability badges, and membership representations. We identify whether supporting details, scope, and certification information are presented clearly. Membership does not automatically equal certification.
Homepage, sustainability pages, accommodation descriptions, tour descriptions, booking pages, FAQs, and other relevant website content where environmental claims appear.
Statements about future environmental performance, emissions reductions, or sustainability targets. We flag items that may require documented plans, implementation timelines, or specialist review.
We identify claims for which supporting information is absent from the reviewed material. Absence of evidence on the website does not prove the business lacks evidence internally.
Relevant brochures, downloadable PDFs, and landing pages where supplied. The current free snapshot is website-based; additional materials are reviewed as part of the detailed paid audit.
How it works
We review your website for environmental claims, sustainability labels, certification references, and related messaging.
Free snapshotWe flag wording and presentation elements that may require clarification, substantiation, or further review under applicable consumer-protection rules.
Free snapshotYou receive practical recommendations, examples of clearer wording, and guidance on where supporting information could strengthen the communication.
Detailed audit — €149Where commissioned, we can help implement approved copy and website improvements, then review how the updated content performs.
Implementation serviceSee the difference
Every example below is illustrative. We never fabricate environmental results, certifications, or client outcomes.
"We are committed to sustainable tourism and protecting the planet."
No specific action. No measurable outcome. No supporting evidence. May need clarification under Directive (EU) 2024/825.
"Our property has introduced [specific verified environmental practice]. In [reporting period], we recorded [documented result and measurement]. Learn more about the actions we are taking and the evidence behind them."
This template requires verified data from your own operations before use. Do not publish without your own documented evidence.
Commercial value
Clear sustainability communications are not only about regulatory considerations. They can also help prospective guests understand what your business actually does, what its certifications mean, and why its practices may matter to them.
Explain specific practices instead of relying solely on broad environmental language. Help visitors understand what you actually do and why it matters.
Make relevant evidence, certification details, and supporting information easier to find. Claims backed by accessible evidence are more credible to informed travellers.
Integrate verified sustainability information into the pages where potential guests research, compare, and book. Where analytics are available, we can help measure engagement.
Clearer wording alone does not guarantee more bookings. Commercial outcomes depend on the quality of the underlying practices, evidence, implementation, customer behaviour, and measurement.
Who this is for
Particularly relevant to businesses that market to European travellers and need to assess whether applicable EU consumer-protection rules apply to their activities.
What you receive
The detailed audit report covers the following across your reviewed digital communications.
Our research findings
Common questions
Start by understanding what your website communicates, which claims may need closer review, and where clearer, evidence-led messaging could improve the visitor experience.