Lore Group Cuts Emissions 50.91% Amid New EU Greenwashing Rules
European greenwashing regulations enforce third-party audits as Lore Group documents verified carbon, water, and accessibility benchmarks.
The short answer
The EU's Empowering Consumers for the Green Transition Directive has taken effect, outlawing generic eco-claims and unverified labels across the hospitality sector. Demonstrating compliance through concrete audits, Lore Group documented a 50.91% reduction in measured emissions and lowered carbon intensity per room sold.
“Publishing this report is not about claiming we have everything solved. It is about making our progress visible, being honest about the areas where there is still work to do, and using better information to make better decisions. We are increasingly operating in a world where environmental claims need to earn their place. We think that is a positive shift.”
The short version
- EmpCo mandates verified evidence for environmental claims and bans offsetting-based carbon neutrality claims.
- Lore Group cut carbon intensity per room sold from 16.4kg of CO2e in 2023 to 8.8kg in 2025.
- FuturePlus calculations established a 50.91% drop in total measured emissions across Lore Group's seven hotels.
Hotel owners and asset managers facing the European Union’s new anti-greenwashing rules must now provide third-party verified, scope-level operational data to substantiate any environmental marketing. The EU Empowering Consumers for the Green Transition Directive (EmpCo) took effect on 27 September, banning generic eco-labels and carbon-neutral claims derived from offsets while demanding strict, verifiable evidence for corporate reporting [[1], [2]].
What changes does the EU anti-greenwashing directive mandate?
The EU Empowering Consumers for the Green Transition Directive (EmpCo) completely bans vague, generic eco-marketing claims and outlaws statements that rely on carbon offsetting to assert carbon neutrality, as Skift reported [2]. Under the new regulatory framework, any environmental claim made to consumers must carry specific, verifiable evidence [[1], [2]]. The statute applies to comparison tools and hotel eco-labels across the board [2]. Moreover, the law protects European Union consumers regardless of where a hospitality firm is legally based, making international hotel operators subject to its enforcement if they market to EU citizens [2]. Sustainability labels must now rest strictly on third-party verification schemes or certifications established directly by public authorities [2]. When companies advertise future climate targets, the law mandates documented transition plans detailing how those targets will be met [2].
How did Lore Group audit its operational emissions?
Lore Group audited its greenhouse gas performance by tracking direct and indirect operational footprints across its portfolio with external emissions consultancy FuturePlus [1]. As hotelowner.co.uk reported, the hospitality operator published its findings in its second environmental, social and governance (ESG) report, which coincided with the enactment of the EU directive [1]. Lore Group operates seven properties, including One Hundred Shoreditch and Sea Containers London [1]. Rather than relying on unverified assertions, the audit broke down emissions performance across operational scopes to produce clear mathematical benchmarks for every room night [1].
| Operational Metric | Baseline / 2023 | Result / 2025 | Reported Performance Change |
|---|---|---|---|
| Portfolio Total Measured GHG Emissions | Not stated | Not stated | -50.91% |
| Scope 1 Direct Operational Emissions | Not stated | Not stated | -45.53% |
| Scope 2 Indirect Operational Emissions | Not stated | Not stated | -11.56% |
| Scope 3 Supply Chain Emissions | Not stated | Not stated | -41.36% |
| Carbon Intensity per Room Sold | 16.4 kg CO2e | 8.8 kg CO2e | Drop from 16.4kg to 8.8kg CO2e |
What emission reductions did Lore Group document?
Lore Group documented a 50.91% reduction in total measured greenhouse gas emissions across its hotel estate [1]. According to hotelowner.co.uk, the operator cut its carbon intensity from 16.4kg of CO2e per room sold in 2023 down to 8.8kg in 2025 [1]. The underlying calculations performed by FuturePlus identified a 45.53% reduction across direct Scope 1 operational sources [1]. Scope 2 emissions fell by 11.56%, while measured Scope 3 supply-chain emissions recorded a drop of 41.36% [1]. Jacqueline Kneebone, global head of sustainability and wellness at Lore Group, stated that hospitality businesses have a duty to measure impact properly rather than claiming every operational issue is solved [1].
How do asset managers substantiate broader social and water initiatives?
Asset managers substantiate non-carbon environmental and social metrics by partnering with third-party tracking programs that produce concrete performance tallies [1]. Alongside emissions reporting, Lore Group recorded specific numbers for community, accessibility, and water programs in its public disclosure [1]. In March, the operator funded 100m litres of safe drinking water for water-stressed regions through a partnership with charity Made Blue, delivering 100 litres for every room night sold [1]. To address accessibility, Lore Group integrated with digital service Right Rooms, which restructures hotel accessibility specifications into verified structured data readable by search engine crawlers [1]. For civic engagement, the company tabulated 724 volunteering hours through an established alliance with community program EARNT [1]. Creative director Jacu Strauss pointed to asset reuse, adaptation, and architectural longevity as practical design methods that reduce unnecessary material consumption across hotel spaces [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Lore Group Cuts Carbon Intensity by 51% Across Hotels— hotelowner.co.uk
- [2]EU Anti-Greenwashing Law Targets Hotel Eco-Labels— Skift
Frequently asked
+What is the EU Empowering Consumers for the Green Transition Directive?
The Empowering Consumers for the Green Transition Directive, or EmpCo, is European Union legislation taking effect from 27 September that prohibits vague environmental marketing, bans claims of carbon neutrality achieved via offsets, and mandates third-party verification for eco-labels.
+Does the EU greenwashing directive apply to hotels outside Europe?
Yes. The legislation protects European Union consumers regardless of where a hospitality company is based, meaning operators outside the EU are covered if their services, marketing, or booking tools target EU citizens.
+What carbon reductions did Lore Group achieve across its properties?
Lore Group reported a 50.91% reduction in total measured greenhouse gas emissions, reducing carbon intensity from 16.4kg of CO2e per room sold in 2023 to 8.8kg in 2025, according to calculations audited by FuturePlus.
+How did Lore Group verify its Scope 1, 2, and 3 emissions?
Lore Group collaborated with emissions consultancy FuturePlus to calculate portfolio footprints, showing reductions of 45.53% in Scope 1 direct emissions, 11.56% in Scope 2 emissions, and 41.36% in measured Scope 3 supply-chain emissions.
+How can hotel operators verify water and social impact metrics?
Operators can use partnerships with verified organizations. Lore Group funded 100m litres of safe water through charity Made Blue at 100 litres per room sold, structured accessibility data via Right Rooms, and recorded 724 volunteering hours with EARNT.
Keep reading
Our reporting
More in sustainability