TrustPaws Now Introduces Pet-Friendly Hotel Certification Across Europe to Boost Pet Travel Market

Written By: Abhirup Gan

Abhirup Gan

I'm Abhirup Gan, a Mass Communication graduate and digital marketing professional. Driven by a passion for storytelling, I create insightful, research-led content that explores tourism trends, destination stories, and hospitality developments with depth and clarity. Through my writing, I hope to inspire readers to discover not only where to travel, but the stories, cultures, and experiences that make every journey meaningful.

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November 29, 2025 8:22 PM

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TrustPaws’ new platform for training and certifying hotels as pet-friendly has launched across Europe. Hotels need solutions to meet demand and compete for clients with pets. There are approximately 139 million households with pets across Europe and hotels are beginning to meet this demand. TrustPaws provides hotels with the training and resources to meet the needs of pets and the people who travel with them.

Since the demand for pet travel continues to increase, TrustPaws is offering the pet-friendly hospitality industry the opportunity to establish and follow industry standards. Pets can be a marketing tool with the proper guidance and training offered. Recent studies indicate that 50% of pet owners intend to travel with their pets and seek out pet-friendly hotels. The increase in demand for pet-friendly hotels is expected to rise 8% to 12% each year.

The Need for Clear Standards in Pet-Friendly Hotels

Although many hotels claim to be pet-friendly, the reality is often unclear or inconsistent, leaving pet owners uncertain about the quality of the experience. TrustPaws aims to solve this problem by providing an independent certification that verifies a hotel’s commitment to pet-friendly policies and services. Hotels can achieve different levels of certification based on a thorough evaluation of their policies, rooms, facilities, and overall guest experience for pets.

Through this program, TrustPaws ensures that hotels not only claim to be pet-friendly but actively demonstrate their commitment with clearly defined standards and consistent services that meet the expectations of pet owners.

Comprehensive Certification and Tools for Hotels

TrustPaws offers a complete package for hotels, including:

• Pet-Friendly Certification: A detailed assessment that evaluates hotel policies and facilities with a focus on pet accessibility and comfort. The certification process includes various levels based on the quality of the offerings and services provided to pet guests.
• Clear Checklist and Action Plan: A step-by-step guide that helps hotels identify areas for improvement, from basic necessities to premium pet services. This plan ensures that hotels meet the necessary standards and provide an exceptional experience for pet travelers.
• Staff Training Academy: Short, role-based online courses for hotel staff, including managers, receptionists, housekeeping, and concierges. The training focuses on handling pet-related situations with care and confidence, ensuring that employees are well-equipped to manage the needs of pet guests.
• On-Site and Remote Evaluation: Hotels can start with a self-assessment or undergo a video review, with the option of an on-site evaluation if necessary. This flexible approach allows hotels to start the process at their own pace.
• Marketing Seal and Materials: Once certified, hotels receive the TrustPaws seal, which can be prominently displayed on their websites, online listings, and physical premises. The certification seal reassures guests that the hotel meets a structured, high-standard approach to pet-friendly services.

Growing the Pet Travel Market: A Future-Focused Approach

In addition to certification, TrustPaws is working on new initiatives designed to help hotels generate more revenue from their pet guests. One such initiative is the introduction of a “Pet Services Menu”, accessed via QR codes, allowing guests to book local pet services such as dog walking, grooming, and veterinary support directly from their hotel rooms. This service creates an additional revenue stream for hotels and provides convenience for pet owners.

TrustPaws is also working to build Europe’s largest community of frequent travelers with pets. The platform aims to connect certified hotels with high-intent pet owners, facilitating direct bookings and creating a loyal customer base. This initiative will enhance visibility for participating hotels and help attract more pet travelers from across Europe and beyond.

Promoting Inclusivity and Accessibility

TrustPaws also prioritizes inclusivity and accessibility, having partnered with OutThere, a global luxury and experiential travel journal, and IncluCare, a consulting firm focused on accessible tourism. These partnerships aim to ensure that pet-friendly hotels cater not only to pet owners but also to individuals with physical, sensory, or neurodivergent needs. By adopting these inclusivity standards, hotels can broaden their appeal to a diverse customer base.

The Future of Pet-Friendly Travel in Europe

With TrustPaws leading the charge in pet-friendly hotel certification, the future of pet travel in Europe looks increasingly promising. By offering a structured, clear path to becoming a truly pet-friendly destination, TrustPaws is empowering hotels to meet the needs of pet travelers and create lasting relationships with this growing segment. The certification program is expected to expand significantly, bringing more hotels into the fold and elevating the overall quality of pet-friendly services across Europe.