Check-in with EU Ecolabel: inside Accor hotels’ green makeover

In a hospitality market shaped by rising environmental awareness and changing guest expectations, sustainability is a business imperative. The EU Ecolabel has come to be known as the litmus test for green practices and the Accor Group, a powerhouse in hospitality, has given it a five-star welcome.

With more than 45 brands across 110 countries, Accor is expediting its transition towards certification through partnerships with several labels, including EU Ecolabel. In just one year, the number of eco-certified Accor hotels tripled, rising from 480 in 2023 to 2,000 in 2024. At the end of 2025, half the Group’s portfolio was eco-certified and 88% of hotels have eliminated 50+ single-use plastic products.  

Accor’s sustainability formula makes room for change 

On the Atlantic coast of France, the hotel combo Ibis Styles and Ibis Budget Brest Centre Port illustrates how this transformation unfolds on the ground. Inspired by the city’s maritime heritage, the hotels embarked on a new voyage in 2025 by becoming a pilot property for the EU Ecolabel, Europe’s gold standard for sustainability. 

The certification relays both rigour and prestige. 

“We chose the EU Ecolabel because it is now widely recognised,” says Loïcia Seznec, the hotel’s Director. She adds: “The label is a concrete tool for implementing Accor’s corporate social responsibility strategy, demonstrating that the hotel industry can be innovative, welcoming and environmentally responsible.”

Ibis Styles Brest Centre’s journey to EU Ecolabel 

The certification process required a detailed review of everyday operations, from lighting systems to water pressure in showers. Some criteria were easily met, while others proved more complex. Yet the process quickly became a management tool in its own right. 

“Obtaining an environmental label such as the EU Ecolabel helps us identify optimisation levers, particularly for electricity and water consumption,” notes the Director. “It reduces our environmental impact while improving cost control and reinforcing the hotel’s responsible image.”

Beyond technical adjustments, addressing the main environmental impacts has reshaped daily hotel routines. “It’s not about doing something extraordinary, but about doing the right things every day,” observes Loïcia Seznec.

Waste sorting and composting have been reinforced, single-use plastics eliminated from breakfast services, and surplus food offered through a partnership with Too Good to Go. Maintenance procedures are now stricter, with regular checks to curb unnecessary consumption.

Staff training is central to Accor’s sustainability efforts, with 97% of team members completing the in-house School for Change training programme, which embeds environmental goals into performance metrics. 

Regular meetings and onboarding sessions ensure that every employee understands the EU Ecolabel criteria and their own contribution, thus creating a shared culture of responsibility across the hotel. “The structured approach enables us to ensure consistent compliance with the label's requirements within the establishment,” Seznec adds. 

Trust from guests, a badge opening business doors

For guests, the environmental approach is both visible and reassuring. The EU Ecolabel is displayed at reception and on the hotel façade, and staff are trained to explain the measures in place. Towel reuse policies, plastic-free breakfasts and waste sorting facilities are increasingly well understood. 

“The EU Ecolabel becomes an element of trust and a way to enhance the guest experience,” the Director explains. “It was important that guests could feel comfortable while clearly perceiving our environmental efforts.”

Trust also translates into commercial value. On booking platforms where environmental sustainability now influences rankings and visibility, the EU Ecolabel strengthens the hotel’s positioning in a region sensitive to preservation of the environment. 

“We are already seeing a positive effect in terms of interactions with our customers,” Seznec notes. “Some spontaneously ask about our environmental credentials, which shows growing interest and should ultimately boost our competitiveness.” 

A growing map of sustainable stays 

As Accor progresses towards certifying its full portfolio, Ibis Styles and Ibis Budget Brest Centre Port set an example for smaller hotels eager to go green and grow their bottom line. 

From Brest to the rest of Europe, accommodation facilities are following suit. Explore them in the EU Ecolabel Tourist Accommodation Catalogue and read more EU Ecolabel Success Stories. And if you feel inspired by Ibis Styles and Ibis Budget Brest Centre Port’s journey to the EU Ecolabel, check out how to apply!