Novaturas introduced more sustainable hotel options for travellers

Novaturas is the first major tour operator in the Baltic States to offer customers the option of selecting hotels based on sustainability labeling. In addition to location, room type, and other amenities, customers can now choose accommodations that operate responsibly and focus on managing social and environmental impacts. These hotels are marked with the “Sustainable choice” label on the company's renewed website. Currently, these hotels already make up over a third of the company's total offerings in Lithuania, Latvia, and Estonia, and the selection is set to expand even further.

Growing demand for sustainable hotels 

Novaturas has relied on a third-party certification and labeling system to select accommodation that operates responsibly. This means that “Sustainable choice” hotels have a sustainability label recognised by the Global Sustainable Tourism Council (GSTC).

“Our goal is to offer travellers the opportunity to select hotels that prioritize nature conservation, waste reduction, community support and cultural heritage preservation. These seemingly small steps mark the start of a journey towards creating a sustainable environment that benefits the hotel and its surroundings. Although these may seem like small steps, they are the beginning of the story and help to create wealth in the environment in which the hotel operates. We hope that this innovation will contribute to our strategic goal of increasing travel sustainability by empowering customers to make informed choices,” says Audronė Alijošiutė-Paulauskienė, Head of Sustainability at Novaturas Group.  

These hotels, which aim to reduce their environmental and social footprint, already account for over 30% of the tour operator’s hotel offering at group level. In the 2023–2024 winter and 2024 summer seasons, the company offers a range of more than 950 sustainable accommodation options. 

“A survey conducted by Euromonitor International earlier this year found that nearly 80% of travellers would pay a 10% premium for more sustainable travel. This indicates that an increasing number of travellers are environmentally conscious and actively seeking ways to travel sustainably. Our own experience confirms this trend, as we have observed a growing interest in sustainable travel.,” says Ms Alijošiutė-Paulauskienė.