Sakura Quality certification for sustainable accommodation in Japan

In recent years, Japan has intensified its efforts to integrate Environmental, Social, and Governance (ESG) principles into corporate practices, partly due to the awareness of United Nations’ Sustainable Development Goals (SDGs).

For those who have researched accommodations in Japan, you may have seen certification marks similar to this:

This is the “Sakura Quality An ESG Practice” certification that is slowly expanding in Japan, and is inspiring the nation’s accommodation facilities to promote sustainability standards in Japan’s hospitality sector.

What is the Sakura Quality An ESG Practice?

The Sakura Quality An ESG Practice certification orginates from Japan, and is ESG evaluation framework designed exclusively for accommodation facilities, including hotels and ryokans. It is developed by Sakura Quality Management Co., Ltd., which saw a lack of a unified, internationally recognised sustainability certification framework tailored to local context. The certification’s standards are formally approved by the Global Sustainable Tourism Council (GSTC), and is thus is aligned with international best practices in sustainable tourism and ESG evaluation.

The certification’s core objective is to maintain and enhance the daily implementation of the 17 SDGs within accommodation facilities, with emphasis on community engagement, cultural preservation, and environmental sustainability.

The certification framework comprises 172 detailed criteria derived from 42 GSTC standards, categorised into three ESG pillars:

• Environmental (117 items): Covers measures for energy efficiency, waste management, and environmental conservation efforts.
• Social (17 items): Focuses on community engagement, cultural heritage preservation, and social responsibility initiatives.
• Governance (38 items): Pertains to business management practices ensuring sustainability, transparency, and accountability.

Growing in hospitality sector

The “Sakura Quality An ESG Practice” certification has seen growing adoption within Japan’s hospitality sector. By May 2026, there are over 200 accommodations listed on their website, from 1-rating to 5-rating, and across the nation from Hokkaido to Okinawa. These accommodation include hotels and ryokans, and some of the recent certified hotels include Sapporo Tokyu REI Hotel, Courtyard by Marriott Kyoto Shijo Karasuma, and RNT Hotels.

The certification is widely regarded as a credible and rigorous standard both domestically and internationally. Its GSTC recognition is an essential endorsement, giving credence to its alignment to international best practices for transparency, rigor, and sustainability impact. The process has transparency, including on-site inspections and third-party audits, enhances its reputation as a trustworthy ESG evaluation framework.

While the GSTC recognition confirms the standard’s equivalence to international criteria, the actual reliability of the certification process depends on the accreditation process followed by Sakura Quality Management.

Industry stakeholders, including hotel operators and business associations, view the certification as an opportunity to enhance sustainability efforts and reputation. The certification encourages facilities to think about their impact on people, society, and the environment, aligning with global SDGs. It is also seen as a tool to differentiate genuine sustainable accommodations in a highly competitive market.

The Sakura Quality An ESG Practice is perceived as a gold standard in Japan, and its long-term impact will depend on continuous monitoring, renewal mechanisms, and the ongoing commitment of certified facilities.