Speaking during WTM London on a panel moderated by Wanderlust’s Lyn Hughes exploring: “What is truly sustainable versus greenwashing in travel and tourism?”, Richard Hammond, executive producer Green Traveller Productions, questioned whether the public “even look at all the labels”.

“Sometimes I think they’re more helpful to the consultants who come up with these schemes than the travellers they’re designed for,” Hammond said.

Chris Haslam, chief travel writer for The Times and Sunday Times agreed, adding: “I find it totally confusing. I’ve lost track of the number of certification schemes. It feels like the wild west,” he said.

“There are so many surveys showing consumers want sustainable travel but they don’t say how consumers can go about travelling sustainably. Why don’t we come up with a single universal star rating for hotels? With that clarity consumers could see at a glance the sustainability of a hotel.”

Haslam added it was crucial such a scheme was not for profit and run by an independent body like the UNWTO.

Travel writer Holly Tuppen said she was hopeful that change was on the way but added she was also immensely frustrated about reading countless press releases stating that “80% of consumers want sustainability without the follow up of ‘well here’s how you can do it’.”

The panel also argued that companies who wished to enact real change were only likely to succeed if they had genuine commitment from leaders. “The organisations I’ve seen that are truly committed to change are those with moral leadership at the top,” said Haslam. “Those with boards to answer to are just not authentic.

“Sustainability is increasingly being used as a marketing device. It shouldn’t be!” he stressed.

The panel also agreed change was needed in how sustainable travel options are communicated to consumers, with the media and PRs playing an important part in that communication. “People think – ‘I work hard, I want to spoil myself – I deserve the best.’ So we need to redefine what the ‘best’ is,” Haslam said.

“If we start by redefining what luxury is, with sustainability in mind, then it will filter down to the rest of the market,” he added.