HBX Group, the B2B travel technology marketplace, has struck a partnership with Bioscore, a sustainability certification scheme owner, to ease the path for hotels seeking recognised eco-labels. The deal, announced under HBX Group's Sustainable Certified Hotels Programme, aims to expand the number of certified properties across its global portfolio and align with international standards such as the Global Sustainable Tourism Council (GSTC) and Travalyst.
The collaboration is designed to support non-certified hotels in understanding and implementing Environmental, Social, and Governance (ESG) criteria. Bioscore will guide hotel partners through the requirements of its BIOSCORE scheme and help them organise the necessary data for independent evaluation. This is particularly valuable for small and medium-sized hotels that lack dedicated sustainability teams or specialist ESG capabilities.
Elena Pérez, Chief HR, Comms, and ESG Officer at HBX Group, said: “Hotels are facing growing expectations to demonstrate their sustainability progress in a way that is credible and transparent, but navigating the certification journey can be complex. As a partner to hotels around the world, we can help make that journey easier.”
The move comes as new EU consumer protection rules, effective from 27 September 2026, require stricter verification of environmental claims and sustainability labels. Víctor Monzón, CEO of Bioscore, stressed the importance of substantiating sustainability claims, especially with tightening EU regulations. “Hotels must be able to prove their green credentials, and our scheme provides a robust framework for that,” he added.
Why this matters for travel buyers
For travel professionals — from tour operators to corporate travel managers — the partnership signals a shift toward verifiable sustainability data. As audited sustainability results become a differentiator, hotels that can demonstrate certified compliance will gain a competitive edge in RFPs and preferred-partner programmes.
HBX Group's initiative is voluntary, but it reflects a broader industry trend. The company already recognises certifications aligned with GSTC and Travalyst, and the Bioscore tie-up is expected to accelerate adoption among its hotel partners. The group has been active in sustainability efforts, including its global luxury travel partnership with Virtuoso, which also emphasises responsible travel.
For hoteliers, the certification process can be daunting. Bioscore's approach breaks down the requirements into manageable steps, helping properties gather the right documentation and evidence. This is especially critical for independent hotels in destinations like Bangkok, where green credentials are increasingly part of the booking decision.
The partnership also aligns with growing demand from travellers for transparency. A recent survey by Booking.com found that 76% of travellers want to stay in sustainable properties, but many are confused by green labels. By simplifying certification, HBX Group and Bioscore aim to reduce that confusion.
HBX Group's Sustainable Certified Hotels Programme is part of a wider corporate ESG strategy. The company has set targets to reduce its carbon footprint and support its hotel partners in their sustainability journeys. The Bioscore collaboration is a key pillar of that strategy, providing a clear, credible path for hotels to achieve certification.
As the EU deadline approaches, the pressure on hotels to comply will intensify. Those that act now will not only avoid regulatory penalties but also position themselves as leaders in sustainable hospitality. For travel buyers, the partnership offers a more reliable way to identify genuinely sustainable properties, reducing the risk of greenwashing.
“We are proud to work with Bioscore to make sustainability certification more accessible,” said Pérez. “This is about giving hotels the tools they need to succeed in a market where sustainability is no longer optional.”
