Crafty travel marketers try to stay a step ahead of the curve and predict what is the next big thing–that’s their job but it can make some of the rest of us cynical. I must say, I am heartened that in spite of every Tom, Dick, and Harry “greenwashing” their product these days to try and appeal to caring consumers–I appreciate the shift in the zeitgeist that makes that seem like the thing to do. Sustainability is a big buzzword, and for good reason. It matters, and as it matters more and more to us as consumers, it will matter more and more to the providers since we are demonstrating its importance.

Toward that end, a new, global effort has been launched: The Global Sustainable Tourism Criteria, an effort to share the definitions of sustainability across the travel, tourism, and hospitality markets. Previously, like “organic” and “natural” on food…