From organic certifications to hotel star ratings, seals and labels are a familiar sight in the hospitality industry. They promise transparency, quality, and credibility. But how relevant are they in day-to-day business? Do guests truly notice them? And what role can they play in setting a business apart?

Germany’s new Bio-AHV seal: A quiet beginning

In October 2023, the German government launched a new certification aimed specifically at the out-of-home sector. The Bio-AHV seal allows restaurants, caterers, and institutional kitchens to label themselves as organic, depending on how much of their purchasing volume meets certified organic standards. The seal is awarded in three levels – bronze, silver, and gold – starting at 20 percent organic ingredients.

Although the initiative fills a gap between retail food standards and gastronomy, its uptake has been modest so far. A year into the programme, few businesses have adopted the label, and public awareness remains low. The case of the Bio-AHV seal illustrates a broader reality in the hospitality industry: while certifications can carry value, they are often underused, undercommunicated, or misunderstood.

What seals are out there – and who pays attention?

Globally, the hospitality sector is home to a wide range of certifications. Some address sustainability and environmental impact, such as Green Key or Green Globe, both of which are internationally recognised eco-labels for hotels and restaurants. In Germany, the DEHOGA environmental check and the Viabono certification highlight resource-saving and climate-conscious operations. Others focus on food sourcing and production standards. The EU organic label and the German Bio-Siegel are well established in retail and also used in some parts of the gastronomy sector. For allergy-conscious customers, the ECARF quality seal provides assurance that allergen management is taken seriously. Larger hotel operations may also seek environmental management certification through schemes like EMAS, while halal-friendly hotels can apply for accreditation such as the Salam Standard.

Not all certifications are focused on sustainability or health. Hotel star ratings, while not seals in the traditional sense, still serve as trusted indicators of quality and service level, particularly for international guests. In fine dining, recognition from guides such as Michelin or Gault-Millau can significantly influence perception, media coverage, and pricing.

Each label serves a different purpose. Their impact depends not only on the issuing body and the underlying standards, but also on how visible and understandable they are to guests.

The digital visibility gap

While seals have existed for decades, their role in today’s digital booking landscape is more complex. Online travel agencies (OTAs) such as Booking.com, Expedia, and Airbnb rarely prioritise certifications in their interface design. Most platforms do not offer filter functions based on sustainability or health seals. If certifications are mentioned at all, they are often buried in secondary tabs or require users to click through multiple layers.

On the operators’ side, many hospitality businesses fail to provide this information consistently to OTAs. The result is a missed opportunity: seals that could act as decision-making tools remain invisible to a large share of digital guests.

On their own websites, some hotels and restaurants feature their certifications prominently. Others only mention them in passing. Few create dedicated content that explains what these labels mean, why they matter, and how they reflect the business's values. Without explanation, even credible certifications lose impact.

Social media and influencer partnerships offer another channel to communicate certifications. Yet even here, businesses often miss the chance to create compelling, transparent narratives around their credentials. Collaborating with sustainability-focused travel influencers could be a way to increase both visibility and credibility.

Trust, transparency, and the risk of greenwashing

Seals are meant to build trust. But in an era of increased environmental claims, they can also backfire. Consumer scepticism around "greenwashing" is real – and growing. Many travellers question whether businesses that display sustainability claims are truly acting in line with those values.

This is where third-party verification becomes essential. Certifications issued by independent organisations carry more weight than self-created badges or vague marketing slogans. Auditing and enforcement mechanisms are equally important. If a seal is not backed by robust, transparent processes, it can damage rather than strengthen trust.

For seals to remain credible, their issuing bodies must ensure that standards are upheld over time. This includes re-certification, unannounced inspections, and clear consequences when criteria are no longer met.

The business perspective: Effort, investment, and internal alignment

Certifications often require significant investments of time and money. Application fees, audits, infrastructure changes, and ongoing documentation can add up quickly. For smaller businesses in particular, the cost-benefit calculation may not be clear.

Operational requirements vary widely between seals. Organic certifications may demand changes in sourcing, stock management, and kitchen processes. Eco-labels might require upgrades to water and energy systems, new waste protocols, or training programmes for staff.

Even with a certification in place, marketing it effectively is a challenge. Many hospitality businesses lack the communication resources to make seals part of their brand identity. Staff training is also crucial. When team members understand and can explain the meaning behind a seal, it reinforces authenticity and strengthens guest trust.

Looking ahead: Technology, personalisation, and the future of seals

The role of certifications may evolve as digital tools advance. Blockchain could offer new ways to make sustainability claims more transparent and traceable. AI-driven booking platforms may soon enable guests to filter accommodation or dining options by values, not just price or location.

We may also see the emergence of more specialised seals. As consumer demands grow more individualised, certifications could appear for vegan hospitality, carbon-neutral events, pet-friendly excellence, or locally sourced menus.

Conclusion: Still relevant, if done right

Seals still matter – but only if businesses communicate them well and align them with real practices. When backed by transparency, clear storytelling, and operational integrity, certifications can build trust and add value.

For owners, a credible seal can even boost the value of their property when selling. Hogahero is here to showcase exactly that and connect certified hospitality businesses with the right buyers.

In today’s competitive hospitality market, many hotels and restaurants still rely on traditional holiday promotions, but these occasions, while still profitable, have become somewhat overused. The key to success is not just to capitalize on seasonal events, but to create unique, year-round experiences that keep guests engaged throughout the year. By tapping into lesser-known days and creative themes like Berry Month or Sustainability Month, businesses can build long-term relationships, attract repeat guests, and create a sense of exclusivity that keeps visitors coming back for more.

Beyond the Common Celebrations: Stand Out with Fresh Ideas

Instead of relying on the same old Valentine's Day Specials or Christmas Menus, it’s time to think outside the box. Fresh ideas, like Berry Month, allow hospitality businesses to tap into seasonal flavors and create memorable guest experiences. Whether it’s a themed month focusing on regional produce, or a more niche celebration like "Forgotten Foods Month", these ideas will make your business stand out and give your guests something fresh and new to talk about. 

Creative Ways to Engage Guests with Themed Months and Special Days 

A Taste of the Unexpected: Regional and Seasonal Themes 

Consider dedicating a month to forgotten foods or local delicacies. A “Forgotten Foods Month” could highlight lost recipes or regional specialties that many people have never tasted before. Picture a special menu showcasing historical dishes, perhaps paired with a storytelling session about their origins or the ingredients that have been forgotten over time. It’s a way to bring history to the plate while engaging guests in a truly unique experience. For something seasonal, Berry Month (as a special seasonal focus) is the perfect way to celebrate local fruits. Create an immersive experience with berry-themed cocktails, desserts, and menus that highlight fresh, locally sourced berries. This can easily translate into special events like berry-picking excursions or workshops on how to make homemade jams. This type of event offers guests a chance to connect with the local culture, while still giving them something deliciously memorable. 

Sustainable Themes: Tap into the Growing Demand for Eco-Conscious Dining

With sustainability becoming more and more important, a Sustainability Month could highlight local, seasonal, and organic products. Offer plant-based menus that are not only environmentally friendly but also cater to the growing demand for healthy, conscious dining. You can even host farm-to-table experiences that highlight your commitment to sustainability, helping you connect with eco-conscious guests. 

Creating Truly Memorable Experiences for Guests 

The key to lasting guest relationships is not just about the food or the event itself, but about the emotions and memories it creates. A “Night Sky Dining” experience, where guests dine under the stars, or a “Sensory Dining Experience”, where flavors, sounds, and textures combine to stimulate all five senses, can provide an experience far beyond a traditional meal. Imagine a Literary Dinner where your guests enjoy dishes mentioned in famous novels, or a Botanical Cocktail Month, where guests explore the art of herbal cocktails. Offering experiences that are unique and tailored to your guests’ interests creates long-term loyalty and leads to organic social media exposure as they share their extraordinary experiences. 

Planning for Long-Term Engagement 

While these events offer short-term engagement, the real magic happens when you turn them into year-round traditions. Whether it's monthly-themed culinary journeys or seasonal special menus, these events should be part of a larger brand story that builds a narrative your guests can follow. Hotels and restaurants that offer consistent, creative experiences can create a community of return visitors, turning one-time guests into loyal fans. 

From Short-Term Gains to Long-Term Loyalty 

By integrating these unique themes and celebrations into your offerings, you create not just a one-off promotion, but a sustained experience that keeps guests excited to return. Your venue becomes known as a place where creativity, authenticity, and memorable experiences are always on the menu. As hospitality continues to evolve, the businesses that embrace these unique, immersive concepts will not only attract guests, but will build an emotional connection that keeps them coming back for years to come.

Why Google Maps matters more than you think

If guests can't find your location, they won’t visit. And if they see outdated or incorrect information, it damages trust before they ever walk through the door. A clear, optimized Google Maps listing is critical for restaurants, cafés, and hotels — especially when you're taking over an existing business.

Step 1 – Claim or create your Google Business Profile

Start by visiting Google Business.
If the business is already listed, claim it. If not, you can easily create a new profile. Google will verify your ownership by sending a code to your business address. It’s fast, free, and essential.

If you’re taking over an existing location, common issues might include listings still under the previous owner, outdated info, no account access, or old negative reviews. You can request access or report incorrect information. If needed, Google’s support chat is helpful.

Step 2 – Update all the basics

Once verified, make sure everything is accurate:

• Business name, address, and phone number
• Website and booking/reservation links
• Opening hours, including holidays and seasonal changes
• Business category (e.g., “Wine Bar,” “Boutique Hotel,” “Family Restaurant”)

Also write a short but compelling description that includes relevant keywords and reflects your brand's tone and values.

Step 3 – Refresh your photos

Photos shape first impressions — and guests often rely on them when choosing where to go. Don’t leave that to outdated or guest-uploaded images. Add:

• High-quality, well-lit photos of your space, food, drinks, and team
• A strong cover photo and profile image
• Optionally, a 360° tour for increased visibility

New photos improve your listing’s ranking and make your place more appealing to visitors.

Step 4 – Manage reviews professionally

You can’t delete older reviews, but you can respond. Use this as an opportunity to show transparency and highlight the changes you’ve made.

Example:
“Thank you for your feedback. We recently took over and are excited to welcome guests under our new team and concept.”

Encourage recent guests to leave reviews — they’re one of the most effective tools for improving visibility and trust.

Step 5 – Keep the listing active

An active listing performs better in search results. Keep it fresh by:

• Posting regular updates about your menu, events, or specials
• Responding to reviews (positive and negative)
• Updating opening hours or seasonal details
• Uploading new photos regularly

This consistency shows Google — and your guests — that your business is current and reliable.

Don’t treat Maps as an afterthought

In the hospitality industry, your Google presence is your digital front door. A well-maintained listing drives traffic, builds trust, and helps you attract more guests — without spending a cent on advertising.

Across Europe and beyond, an important trend is reshaping local hospitality markets: more and more traditional inns, taverns, and small restaurants are being revived — not as generic dining spaces, but as signature concepts with distinct identities.

Whether in rural villages, coastal towns, or vibrant urban neighborhoods, founders are taking over long-established venues and transforming them into modern hospitality experiences — while preserving elements of local character and history.

For today’s hospitality entrepreneurs, these projects offer a rare opportunity to blend authenticity with innovation, and to create spaces that resonate emotionally with modern guests.

Space as Memory — and Potential

Inheriting an established restaurant is about much more than contracts and keys. You inherit atmosphere, expectations, and — often — an emotional story that the community associates with the place.

As one designer puts it:
"When you take on a restaurant, you step into a memory. The question is — do you continue it, evolve it, or rewrite it?"

For many small-town inns or classic urban bistros, this is a delicate balancing act. Guests may cherish the past, but modern hospitality is dynamic. Travelers and locals alike increasingly seek spaces that offer discovery, style, and meaning.

Whether it’s transforming a rustic country inn into a design-forward retreat, or turning a beloved tavern into a contemporary culinary hotspot, success depends on creating a coherent narrative that links space, service, and story.

The Business of Story-Driven Concepts

Restaurants that succeed today are more than places to eat — they are destinations that offer guests a story to become part of. Entrepreneurs who understand this create dynamic experiences, with menus that reflect the seasons and the local region, spaces that adapt to different times of day and events, and an atmosphere that evolves while staying true to its core identity.

A small countryside inn might transform itself into a sought-after venue for weekend culinary experiences, while a traditional wine tavern could attract younger audiences with creative tasting events and collaborations with local producers. The key is to avoid trying to appeal to everyone and instead build a brand with clear values and emotional resonance. This approach not only strengthens guest loyalty but also increases visibility and allows for premium pricing.

Renovation as a Strategic Choice

Across Europe and Asia, there is growing interest among investors and founders in reviving older hospitality spaces. Historic village inns in France and Italy, merchant houses in Southeast Asia, mid-century cafés in Eastern Europe, or fishing taverns along the Mediterranean coast — these properties offer built-in authenticity that can be transformed into a competitive advantage.

Renovation projects can be complex, often involving outdated infrastructure, regulatory challenges, and unforeseen costs. Yet the rewards are significant. A well-restored property brings architectural character, local history, and a sense of place that no new build can replicate. For guests, this authenticity is a key factor in choosing where to stay and dine.

The Global Appetite for Authentic Experiences

Today’s travelers — whether weekend diners from the city or international visitors — are seeking more than good food. They want to connect with stories, culture, and craftsmanship. A traditional inn that has been thoughtfully reimagined can become a destination in itself, drawing in guests who value experiences rooted in local identity.

In many cases, such revived restaurants become part of the reason why people visit a region. For entrepreneurs, the potential goes far beyond the original business model. Flexible, multi-use spaces that can serve as cafés by day, wine bars in the evening, and venues for seasonal events or private gatherings, offer additional revenue streams and greater resilience in an evolving market.

Why Now Is the Right Time

Several factors make this trend especially relevant today. Travelers show a growing preference for boutique, personal experiences over standardized offerings. Urban regeneration initiatives are creating new opportunities for restoring old spaces. In many European regions, funding is available for heritage projects and local tourism development. And thanks to digital marketing and global booking platforms, even small-scale operators can reach an international audience.

For founders with vision, this is an ideal moment to enter the market — not with another generic concept, but with a property that offers real personality and emotional value.

From Inheritance to Idea

In the end, a building is just the beginning. What truly creates long-term success is the idea behind it — the story a property tells and the experience it offers. Entrepreneurs who combine respect for local culture with creativity and courage can turn even the most modest traditional inn into an iconic hospitality brand.

At Hogahero, we see this trend growing across markets — and believe that reviving authentic hospitality spaces is one of the most exciting opportunities for the next generation of hospitality entrepreneurs.