David Drayton | Enviro editor

The First Star has a list of hotel chains which are 'not worthy' including groups like Mirvac. Image: DSP Photos

An accreditation scheme founded by the Australian Labor Party and unions to award environmentally and ethically sustainable hotels has failed to find any Australian hotels willing to meet its criteria.

The First Star, an accreditation system introduced in July last year, seeks to award hotels for practices such as committing to recycling goals and energy and water efficiency standards, as well as providing fair pay and good conditions for staff.

Despite being founded and supported by the Australian Labor Party, Liquor Hospitality and Miscellaneous Union, and a number of other unions, travellers and more importantly, hotels, are yet to take notice of the initiative.

“It has been a hard slog to get hotels to appreciate the importance of genuinely engaging with their workforce around these issues,” says Louise Tarrant, national secretary for the Liquor Hospitality and Miscellaneous Union (LHMU) and spokesperson for The First Star.

Tarrant admits that luxury and ethical practice are an odd pairing.

“You might have some difficulty with this concept but we’re pushing very hard for ethical luxury,” she says.

This difficulty is becoming more apparent as the organization is yet to award accreditation to a single hotel since its inception.

“This is not a common issue in our industry, it is not one we have talked about in the past, but it is about trying to engage our members.”

According to Tarrent, the task is not an easy one, with ‘greenwashing’ presenting services or goods as more environmentally friendly than they are, deeply embedded in the hospitality industry.

“Hotels have also been at the forefront of greenwash activity but slow to take up the sustainability challenge,” says Tarrant.

Phil Freedman, the climate change campaigner for the Australian Conservation Foundation agrees.

“It’s an innovative program that sets a challenging benchmark – it’s not about greenwash,” he says.

The First Star has focused on campaigning both online and at conferences, but despite their efforts, only 23 people have befriended the organisation’s Facebook page.

Steven Miles, Labor’s candidate for Ryan and a supporter of The First Star, has posted a call to arms on the Facebook page stating, “I’m supporting ethical hotels- are you?”

The sole response is indicative of the lack of attention being given to The First Star.

Yet despite this, Tarrant says that travellers are in support of the system.

“Many travelers have indicated a keenness to exercise ethical choice when traveling,” she said.

However, this support remains to be seen in any significant display.

The First Star website has displayed a list of hotels that it deems “not worthy” including notable large chains: Accor; Mirvac; Hilton and Marriott.

Peter Hook, Accor’s communication manager for the Asia Pacific region, was dismissive of The First Star.

He cited increasing ISO 14001 certification throughout Accor’s hotels, as well as accreditation received from Green Globe, and made mention of Accor’s own initiative, Earth Guest.

The ISO 14000 environmental management standards were established to aid organizations in minimizing the negative environmental effects of their operations.

Meanwhile, Green Globe is a global certification organization who provides sustainability services and advice to its members.

Hook says, “I think the facts speak for themselves in terms of Accor’s commitment to sustainability and environmental responsibility,” dismissing any need for The First Star’s approval.