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8 Implications for Policy and Practice

system, such as iso 21401, can be perceived as burdensome unless tools
and guidance are adapted to sme realities.
Qualitative and quantitative studies have identified recurring barriers:
• Knowledge and skills gaps
• Complexity and perceived administrative burden
• Financial constraints and investment risks
• Uncertainty regarding market returns
• Fragmentation of support ecosystems
Sustainability norms require understanding of resource efficiency, so-
cial responsibility, environmental monitoring, and continuous improve-
ment. sme owners often lack the technical literacy to interpret stan-
dards, translate requirements into actions, or monitor implementation.
Standards are often viewed as bureaucratic and certification processes as
overly formalised. Without simplified frameworks, like the mast Proto-
col, smes may hesitate to invest time in compliance. Upgrades in energy-
efficient technologies, water-saving systems, or social responsibility pro-
grammes can require upfront investment. smes lacking liquidity or ac-
cess to financing may postpone, or even discard, possible sustainability
upgrades. Many smes remain unconvinced that sustainability certifica-
tion translates into enhanced brand visibility, higher occupancy or im-
proved pricing strategies. smes often lack access to advisory networks,
consultancy services, or training systems that are essential for interpret-
ing and applying sustainability requirements. Addressing these barriers
requires a holistic approach in which capacity building, economic in-
centives, regulatory clarity, and peer learning reinforce each other. The
mast project demonstrates that when smes are provided with clear,
simplified tools and external support, sustainability adoption increases
substantially.
Table 8.1 summarises the key policy and practice recommendations
identified in this chapter by stakeholder group and clarifies the intended
aim of each intervention. It illustrates that supporting the sustainable
transition of the accommodation sector requires coordinated action
across public authorities, intermediary organisations, and certification
bodies, with each group addressing different but complementary con-
straints. Collectively, the recommendations emphasise the need to move
beyond isolated measures towards a coherent mix of regulatory align-
ment, capacity building, procedural simplification, and data driven gov-
ernance that enables sustainability standards such as iso 21401 to func-

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