Sustainability in Hospitality: How Autocreta stands out in Car rental business

Meet Autocreta: family values and local leadership

What makes Autocreta unique?

• Personalized, multilingual service: Loula is the main contact, animating a loyal customer community.
• Quality and transparency: Clean cars, honest pricing, and communication in German, French, and Italian.
• Human-centric values: A stable, cherished team that puts the customer first.

Loula is also secretary of the Car Rental Professionals Association of Crete, giving her a unique perspective on the sector’s evolution.

The Sustainability Challenge in Crete’s Car rental market

Crete’s car rental market is fragmented, with many small operators and a handful of larger groups.

Competition is fierce: anyone can start a company with just one car, and vehicles can be used up to 14 years. Taxes, insurance, and regulatory controls add further pressure.

Surely, to stand out among this crowd, companies need to offer a sustainable service to avoid the pricing war

Environmental Sustainability: barriers and realities

– No EVs or hybrids yet: Lack of charging infrastructure and the seasonal nature of the business make electric and hybrid vehicles impractical for now.

– Mechanical know-how: Autocreta extends vehicle life through expert maintenance, minimizing waste and maximizing efficiency. This is a practical impact and sustainable action.

– Customer demand: Most tourists do not ask about sustainability—yet. This is the most risky and dilemma part for professionals: to adapt to market traction, or to build a long-term strategy.

Social Sustainability: The Human Factor

– Stable employment: The team is valued and retained, providing consistent service. This brings a long term and stable team.

– Community engagement: Partnerships with local hotels, villa managers, and Airbnb hosts drive business and support the local economy. This brings more sales!

Turning Challenges into Opportunities

While many in Crete see sustainability as a distant concern, risks and change about Sustainability and ESG will affect how businesses survive in the future: high risks in ressources scarcity, temperature changing tourism practices, and social approach for engagement.

Loula recognizes that the main issue is the way competition is organized, and the particularity of a 7 month season in Crete:

“Competition is huge, and the only way to stand out is through quality and trust. If we want to grow, we have to adapt—not just follow.”

ESG pressure of supplier management & procurement

Also, for car rental companies working with larger groups in Hospitality (for example Hertz, TUI, Thomas Cook), pressure is coming from ESG procurement and supply chain management. Your company may be asked to provide a sustainability report and a carbon assessment.

Practical Steps for greener growth in Car rental

Based on our interview and Elia Go’s expertise, here are concrete action points for SMEs like Autocreta, to implement sustainability actions to improve their ESG Strategy and grow:

• Fleet optimization: Gradually introduce fuel-efficient vehicles and highlight them in marketing.
• Green partnerships: Collaborate with eco-certified hotels and local initiatives.
• Digital transformation: Embrace paperless contracts and digital check-in to cut waste and costs.
• Eco-marketing: Educate customers on eco-driving and offer carbon offset options.
• Social proof: Share guest reviews and local team stories to build trust.

Conclusion: building a resilient, sustainable future

So, the story of Autocreta and Loula Soultatos shows that even in a challenging environment, local SMEs can lead the way in sustainable tourism. By combining authentic service with practical steps toward sustainability, SMEs in Greece and the Mediterranean can not only survive—but thrive.

Ready to future-proof your business?
Discover how Elia Go can help you turn sustainability into your next growth engine.

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