Green Key Sverige AB
Green Key Sverige AB, operating as a special business name of Ecobi AB, administers the Green Key sustainability certification for Swedish tourism facilities — hotels, hostels, campings, conference venues, restaurants and tourist attractions — applying ISO-aligned criteria across 13 sustainability areas.
- Company typePrivate
- Founded2021
- HeadquartersVarberg, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Green Key Sverige AB does
Green Key Sverige AB operates as the Swedish national licensee of the Green Key sustainability certification program for the tourism and visitor industry. Green Key was founded in Denmark in 1994 and has been operated internationally by the non-profit Foundation for Environmental Education (FEE) since 2002; Ecobi AB took over Swedish operations under the Green Key Sverige special business name in 2021. Green Key Sverige certifies seven categories of facility — hotels, hostels, campsites, cabin villages, conference centers, restaurants/cafés and tourist attractions — against 13 sustainability areas covering water, chemicals, waste, energy, food and green areas. Certification criteria are documented in a published catalogue, recognized by the Global Sustainable Tourism Council, and aligned with ISO 14024:2018 principles; a revised standard, structured around ISO 17065:2012 and EU Directive 2024/825, takes effect on October 1, 2026, with DANAK accreditation currently in application. As of end-2023, 228 facilities were certified in Sweden (up 30% from 178 at year-start), against more than 8,500 facilities across 90+ countries in the international program.
The core product is the Green Key certification itself: facilities apply through a web-based e-portal, submit criteria documentation, undergo desk review and a physical on-site audit, and, if approved, are awarded recurring annual certification. Audits are conducted by a network of trained external auditors (nine named in Sweden) at application, after one year, and every three years thereafter, supported by tools, templates and policy documents hosted on the membership site. The technical backbone is therefore a documentation-and-workflow platform layered on a third-party-trained assessor network, not a software product in the SaaS sense; integrations are limited to a BeCause-mediated connector that surfaces certification status on Booking.com. Core IP is the criteria set itself: 71 mandatory and 60 point-based criteria across 7 sections and 6 facility categories in the 2026 revision, down from 72 mandatory and 74 point-based in the prior standard.
Green Key Sverige generates revenue through two streams: annual certification fees (varying by facility type and number of guest rooms), covering administration, reviews, guidance, template/tool development and criteria development; and a per-audit revision fee of 3,000 SEK (excluding VAT) plus travel costs, introduced January 1, 2025 in connection with the transition to external auditors. The program is sold direct via the e-portal and supported by a small Swedish team (a Business Manager and two Sustainability Coordinators, one on parental leave), supplemented by the auditor network and content-marketing channels (newsletters, best-practice case studies, webinars). No financial statements, pricing schedules or revenue figures are publicly disclosed.
Green Key Sverige AB firmographics
Firmographics- Name
- Green Key Sverige AB
- Legal name
- Ecobi AB
- Website
- https://greenkey.se
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Green Key Sverige AB, operating as a special business name of Ecobi AB, administers the Green Key sustainability certification for Swedish tourism facilities — hotels, hostels, campings, conference venues, restaurants and tourist attractions — applying ISO-aligned criteria across 13 sustainability areas.
- Ownership category
- akta.pro rank
Green Key Sverige AB industry classification
Industry- Product category
- Sustainability Certification
- akta.pro primary industry
- Eco-Certification, Auditing & Standards (Green Lodging, Tour Operator Certification) (THAAANAA)
- akta.pro secondary industries
- Sustainability/Green Certified Conference Hotels (THAGALAN), Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE), Environmental, Climate & Sustainability Standards & Reporting Cooperation (BPADANAI)
Keywords
Where Green Key Sverige AB is headquartered
LocationHeadquarters
- HQ city
- Varberg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Green Key Sverige AB business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Annual Certification Fees: Facilities certified with Green Key pay annual fees. The fees vary depending on the type of facility and number of guest rooms. This is the primary recurring revenue stream that covers administration, review, guidance, template/tool development, and criteria development.
- Audit/Revision Fees: Starting January 1, 2025, a revision fee of 3,000 SEK (excluding VAT) applies, plus potential travel costs. This was introduced due to transition to external auditors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual certification fee varies by facility type and size |
| Other | Pay-as-you-go | Physical audit fee introduced in 2025 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Green Key Sverige AB product offering
Product offeringCore offering
Green Key Sverige AB operates a sustainability certification program for tourism and hospitality facilities in Sweden. Certified facilities — hotels, hostels, campings, conference centers, restaurants, and tourist attractions — must meet mandatory and point-based criteria across 13 sustainability areas covering water, chemicals, waste, energy, food, and green areas. Facilities apply through an e-portal, undergo desk review and physical on-site audits, and pay recurring annual certification fees plus per-revision audit fees.
Product overview
Green Key Sverige AB (Ecobi AB) operates Green Key — an internationally leading sustainability certification program for the tourism and visitor industry. The core product is the Green Key Certification itself, a structured program requiring facilities to meet mandatory and point-based criteria across 13 sustainability areas. Facilities access the certification process through the Green Key E-Portal, where they submit applications, respond to criteria requirements, and upload documentation. Green Key Sverige supports facilities through tools, templates, annual reporting review, and on-site audits conducted by trained external auditors. The program covers six facility categories: Hotels & Hostels, Camping & Cabins, Small Accommodations, Conference Facilities, Restaurants/Cafés, and Tourist Attractions. The international program is run by Foundation for Environmental Education (FEE) and has over 8,500 certified facilities across more than 90 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Green Key Certification
Quantifiable outcome
- 30% increase in certified facilities in Sweden during 2023 (from 178 to 228)
- +2 more outcomes
Companies that use Green Key Sverige AB
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
Green Key Sverige AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Green Key Sverige AB partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- DANAK (Danish Accreditation Fund)coreDANAK is Denmark's national accreditation body (NAB), member of International Accreditation Forum (IAF). Green Key has submitted application for approval of the certification body for compliance with EU requirements.
- Foundation for Environmental Education (FEE)coreFEE is the international organization that runs the Green Key program globally. Green Key international criteria and methods are determined by FEE. Green Key Sverige operates as the national FEE member office in Sweden.
- Ecobi ABcoreEcobi AB is the parent company of Green Key Sverige (operating as a special company name). Responsible for administering and developing the Green Key certification in Sweden and adapting international criteria to Swedish conditions.
- Håll Sverige Rent (Keep Sweden Clean)coreHåll Sverige Rent administered Green Key in Sweden from 2003-2015 and currently sits on Green Key's national steering group. They also run the Green Flag program.
- BeCausecoreOnline sustainability data management tool that automates the process of facilities appearing as Green Key certified on Booking.com. Green Key International has partnered with BeCause for this integration.
- Tourism Sustainability Certifications Alliance (TSCA)minorTSCA is an organization of nine major certification programs representing more than 19,000 certified facilities globally. Works to set international standards for tourism sustainability criteria and minimum certification processes.
- World Tourism Organization (UNWTO)coreUnited Nations agency supporting Green Key internationally as part of global sustainable tourism development efforts.
- United Nations Environment Programme (UNEP)coreUN agency supporting Green Key internationally as part of environmental education and sustainable development initiatives.
- Global Sustainable Tourism Council (GSTC)coreGSTC criteria recognition confirms Green Key criteria meet international sustainable tourism standards.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Green Key Sverige AB competitors and assessment
Company assessmentDirect peers
- EarthCheck: EarthCheck is a global science-based certification, benchmarking and advisory program for the travel and tourism industry, operating across hotels, tour operators and destinations. It directly competes with Green Key for sustainability-certified hospitality facilities in the same buyer segments.
- Biosphere Responsible Tourism: Biosphere is a sustainability certification system for tourism businesses, including hotels, restaurants and attractions, with notable presence in Spain, Portugal and Latin America. It is a direct alternative for hospitality operators evaluating eco-certification providers.
- TourCert: TourCert is a European certification and advisory program for sustainable tourism companies, including tour operators, hotels and destinations. It targets an overlapping customer base with Green Key, particularly in the German-speaking and wider European market.
- Travelife: Travelife is a leading international sustainability certification scheme for hotels, tour operators and destinations, with strong presence in Europe. It competes head-to-head with Green Key for the same hospitality clients and overlaps materially on criteria structure and audit approach.
- Green Globe: Green Globe is an international sustainability certification for the tourism and hospitality industry, covering hotels, resorts, conference centers and attractions. It directly competes with Green Key for certified-facility status across similar customer types and geographies.
Others
- Global Sustainable Tourism Council (GSTC): GSTC sets and manages global criteria for sustainable tourism and recognizes accreditation bodies and certification schemes including Green Key. It is not a direct competitor but the standards-setting body whose recognition underpins Green Key's market credibility.
- Booking.com Sustainability Program: Booking.com operates its own sustainability badges and filters that increasingly reference third-party certifications such as Green Key via BeCause. It is an ecosystem partner and indirect competitor shaping traveler demand for certified stays.
Broad incumbents
- BREEAM (BRE Group): BREEAM is a globally recognized sustainability assessment and certification for buildings and infrastructure, including hotels. It is a broader incumbent that competes in the overlap between building-level and operational sustainability certification in hospitality.
- Nordic Swan Ecolabel (Svanen): Nordic Swan Ecolabel is the official Nordic eco-label covering hotels, restaurants and meeting venues across Scandinavia. It is a regional incumbent that overlaps directly with Green Key's Swedish hotel and conference facility market and is often evaluated alongside Green Key by Nordic hospitality operators.
- EU Ecolabel (European Commission): EU Ecolabel is the official European Union voluntary label for environmental excellence, covering accommodation and camping services. It is a broader, government-backed incumbent scheme that overlaps with Green Key's accommodation criteria and competes for the same certified-facility positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Green Key Sverige AB social profiles
Digital presenceGreen Key Sverige AB compliance and trust
Trust signalCompliance6 records
Green Key Sverige AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Green Key Sverige AB leadership team
Management profileNumber of profiles
Profiles3 records
Green Key Sverige AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Green Key Sverige AB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Green Key Sverige AB
What does Green Key Sverige AB do?
Green Key Sverige AB operates a sustainability certification program for tourism and hospitality facilities in Sweden. Certified facilities — hotels, hostels, campings, conference centers, restaurants, and tourist attractions — must meet mandatory and point-based criteria across 13 sustainability areas covering water, chemicals, waste, energy, food, and green areas. Facilities apply through an e-portal, undergo desk review and physical on-site audits, and pay recurring annual certification fees plus per-revision audit fees.
Is Green Key Sverige AB a public or private company?
Green Key Sverige AB is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Green Key Sverige AB founded?
Green Key Sverige AB was founded in 2021. It employs 1 to 10 people.
Where is Green Key Sverige AB based?
Green Key Sverige AB is headquartered in Varberg, Sweden, in the Europe region.
How does Green Key Sverige AB make money?
Two revenue lines are on record. Annual Certification Fees are the primary driver. The others are audit/Revision Fees.
Who are Green Key Sverige AB's main competitors?
Direct peers on record are EarthCheck, Biosphere Responsible Tourism, TourCert, Travelife and Green Globe. Others are Global Sustainable Tourism Council (GSTC) and Booking.com Sustainability Program. Broad incumbents are BREEAM (BRE Group), Nordic Swan Ecolabel (Svanen) and EU Ecolabel (European Commission).
Does Green Key Sverige AB have an API?
No public API is recorded for Green Key Sverige AB.
What industry is Green Key Sverige AB in?
Green Key Sverige AB's product category is Sustainability Certification. Its primary akta.pro industry code is THAAANAA, Eco-Certification, Auditing & Standards (Green Lodging, Tour Operator Certification), with a secondary code of THAGALAN, Sustainability/Green Certified Conference Hotels.