I received the Press Release below from a Dublin hotel suggesting that it was good for a link or publication through Green Hospitality. I gave feedback to the PR company that produced it.

But also, it’s a good opportunity to showcase the kind of poor and incorrect sustainability communication that is regularly being used by businesses.  As we move into a more regulatory driven sustainability communication period the importance of being accurate is increasing – giving proper key performance indicators with quantifiable data.  Vague and generic statements are not acceptable and in fact could be legally challenged – if you cannot quantify your statements – don’t make them!

While the intent behind the sustainability messaging is positive, the current press release reads more as a collection of broad, generic statements rather than a clear, evidence-based account of actual performance.

Claims such as a 5% reduction in energy use or 60% waste diversion lack context, benchmarks, and supporting detail, and in some cases, risk being misleading given that 100% of commercial waste in Ireland is not landfilled – it is thermally recovered.

 In addition, references to community engagement and internal programmes are not supported by links, measurable outcomes, or verifiable actions. When combined with gaps on the website, including limited provenance information and the absence of legally required food origin disclosures, the overall impression is one of weak, non-specific sustainability communication.

There is a real opportunity here to significantly strengthen credibility by moving from generalised statements to clear, transparent, and properly substantiated information.

Cover note from the hotels PR Agency that included the press release (I have removed the elements that can identify this hotel, in deference to them, it’s not about them, it’s about identifying poor messaging, and poor sustainability communication)

Ahead of Earth Day on April 22nd, I wanted to share a press release from Dublin Hotel, a ??-star luxury hotel in the heart of the city, outlining the steps it’s taking to reduce environmental impact across its operations, positioning it as a more conscious place to stay, meet and dine.

It could make a strong fit for any Earth Day features or round-ups focused on eco-friendly, sustainable travel and hospitality options.

The Press Release – with GHP comments in Brackets

From Luxury to Legacy: Dublin Hotels’ Commitment to a Greener Future

Dublin city hotel reports reductions in energy use and waste, alongside local environmental initiatives

Dublin Hotel is marking Earth Day by highlighting the ongoing measures in place across its day-to-day operations to reduce environmental impact.

At the ??-star hotel on Name of Road, there is a continued focus on improving energy efficiency across the building, from guest rooms and meeting spaces to public areas. These efforts have contributed to a 5% reduction in overall energy consumption.
(GHP Comment: Based on what?  This is a non-quantified claim – it would read better as follows – “These efforts have contributed to a 5% reduction in overall energy consumption from 2024 to 2025 which delivered a saving of 300,000 kWh and a carbon footprint reduction of 59.44 tCO₂e”)

Waste management also remains a key priority, with established practices in place across the hotel to support improved segregation and recycling. As a result, more than 60% of operational waste is currently diverted from landfill.
(GHP Comment: Again, not properly quantified and all commercial waste is diverted from landfill, it would read better as follows –  “As a result, more than 60% of operational waste is currently diverted from thermal recovery which is an increase from 55% in 2025 over 2024” –  However, I would note that 40% of waste being residual is not a particularly good KPI – the target is 5% – what about some meaningful KPI’s – kg/Food Waste/Food Cover, kg/Residual Waste/Sleeper, yr/yr comparisons, etc. )  

The hotel’s approach extends to meetings and events, where organisers are offered tools to better understand and manage the impact of their events, including insights into energy use, water consumption and waste. The team also works with clients to support more considered event planning.   
(GHP Comment: Just a claim – no link to these tools – not convincing – website events page shows meeting rooms with bought in bottled water, individual mints, paper and pens for every delegate…..)

As I reviewed the website…………………….

(GHP Comment: Nothing on the website to tell your sustainability story – but space to promote other types of stays – Confused menu provenance – lack of clarity/quantification regarding how much is spent on food of Irish Origin)

Beyond the hotel itself, team members regularly take part in local beach clean-ups and community initiatives, alongside an ongoing partnership with an Irish organisation supporting the restoration of native woodland across Ireland.
(GHP Comment: No link to website or actions – just a claim – where is the backup? Where is the KPI/Quantification)

Name of person, General Manager of Dublin Hotel, said: “We’re focused on making practical changes that reduce our impact while staying connected to the community around us.”  
(GHP Comment: Generic, a bit of a word salad – any hotel could state this – why would I print it – it’s not a story)

Dublin Hotel continues to deliver a ??-star guest experience in Dublin while implementing operational practices aligned with our Brands programme.
(GHP Comment: Where is the link to this programme?)

For press requests or more information please contact:
Name of PR Company