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Whole Systems Hospitality PodcastAuthor: Kathy Sue McGuire
Where Sustainable & Wellness Hospitality Business ResilienceA podcast for hotel leaders to build stronger, smarter operations.Whole Systems Hospitality Podcast is your go-to source for business-smart conversations at the intersection of strategy, performance, and long-term value in the hotel industry.Hosted by Kathy Sue McGuire, the show features candid interviews with hotel executives, owners, and industry leaders who are rethinking how to run leaner, compete smarter, and build trust in a high-stakes market.If youre looking for practical, bottom-line insightsnot buzzwordson how to boost margins, reduce operational risk, and future-proof your business, this is your playbook.Because today, the smartest operators know: operational excellence is the path to long-term profitability.Learn more about Whole Systems Hospitality Language: en Genres: Business, Management, Places & Travel, Society & Culture Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Is Your U.S Hotel Sustainable or Eco-Friendly? The EU Says Prove It. | Daja Apetz-Dreier
Tuesday, 1 September, 2026
In this episode, Kathy Sue McGuire talks with Daja Apetz-Dreier, co-leader of Morgan Lewis' ESG and Sustainability Advisory practice in Munich, about the EU's new anti-greenwashing law and why it reaches US hotels, resorts, and DMOs.The Empowering Consumers for the Green Transition Directive (EmpCo) becomes binding September 27, 2026. The conversation covers who is in scope, why "carbon neutral" and "eco-friendly" are now high-risk phrases, and what US hospitality should do before the deadline.CHAPTER BREAKDOWN00:00:02 — Welcome & IntroductionMeet Daja Apetz-Dreier and the law behind the headlines.00:00:45 — What Is the EmpCo Directive?The EU's anti-greenwashing consumer law, in plain terms.00:01:23 — Why a European Law Reaches US HotelsA hotel in Arizona isn't automatically in scope. Targeting EU consumers changes that.00:04:17 — Three Risk AreasVague green language, unverified labels, offset-based claims.00:05:17 — Self-Created Seals vs. Real CertificationWhy invented logos implying independent review are the target.00:06:25 — OTA Badges & the Certification ProblemHow booking platforms flatten tiered scores into one badge.00:10:15 — "Carbon Neutral," "Net Zero" & OffsetsThe riskiest claim category, and how to replace slogans with measurable statements.00:13:08 — Is Certification Mandatory?Substantiation vs. certification, and what counts as real evidence.00:14:36 — GSTC & Accredited Certification BodiesIt's not just the scheme you pick — it's who accredits it.00:17:45 — Fines, and the Bigger RiskUp to 4% of global turnover, but reputation may cost more.00:19:40 — The Food Export AnalogyUS brands already reformulate to sell into the EU. Marketing is no different.00:22:02 — What Counts as "Targeting" EU Consumers?Language, currency, booking capability, and where courts may draw the line.00:26:28 — DMOs, Tour Operators & CampaignsGerman-language campaigns put vague eco-claims squarely in scope.00:30:05 — A LEED Building ≠ a Sustainable EventCertifying the structure says nothing about operations inside it.00:33:06 — What to Do Before September 27Have the data, match claims to evidence, validate independently.00:39:30 — Final ThoughtsFind out whether you're in scope, then decide.🔗 Resources & LinksEmpCo Directive (EU) 2024/825Morgan LewisGSTCWhole Systems Hospitality Podcast👤 About the GuestDaja Apetz-Dreier is co-leader of Morgan Lewis' ESG and Sustainability Advisory practice in Munich, Germany. She advises companies on climate change, greenwashing, and regulatory matters.🎧 Subscribe & FollowDon't miss future episodes of the Whole Systems Hospitality Podcast, exploring practical strategies and systems thinking for a more sustainable future in hospitality and travel.→ Listen & subscribe
