Sustainability Is a Win-Win for Hotel Owners and the Planet
By Elsbeth Russell
Across the globe, sustainability has moved from a buzzword to a benchmark of business excellence.
The hospitality industry, long known for its high resource consumption and waste production, is now at the forefront of this transformation. Hotels are increasingly embracing eco-conscious strategies that not only benefit the planet but also boost their bottom line.
Driven by shifting guest expectations, tightening regulations, and the clear cost-saving potential of green operations, the journey toward sustainability is now recognized as a critical path to resilience, reputation, and profitability. Today’s hoteliers have more reasons than ever to make the sustainable switch.
“[Sustainability is] smart business,” said Glenn Hasek, publisher and editor of Green Lodging News. “It’s good for business and profitability because oftentimes investment in sustainable practices results in financial savings and more efficient operations. And products tend to last longer that were built that way.”
The data supports Hasek’s perspective. According to a 2024 Booking.com survey, 83 percent of global travelers say sustainable travel is important to them, with many willing to pay more for accommodations that align with their values. From eco-certifications to energy management systems and eco-friendly amenities, guests are increasingly choosing to stay at properties that reflect a commitment to the planet.
Sustainability also bolsters employee satisfaction and recruitment.
“It’s attractive today to the workforce, which is gravitating more toward companies investing in sustainability,” Hasek added. “And of course, it’s good for society from an overall environmental standpoint.”
Lowering Your Impact
Modern hotels have a wide array of tools available to them to reduce their environmental footprint. As Bascom Cotner, strategic growth product manager at Verdant Energy Management Solutions, a Bronze Industry Partner, shared, effective strategies include “carbon reduction and net-zero commitments, electrification (decarbonization) of HVAC systems, water conservation, waste reduction, and sustainable material sourcing.”
And even simple measures can deliver significant results.
“LED lighting dramatically reduces the demand for energy,” Hasek said. “Management systems can power down HVAC systems when the guest is not in the room, and motion sensors in public areas help control lighting costs.”
Cotner also emphasized the impact of smart room controls.
“Hotel rooms are unoccupied an average of 70 percent of the day,” he said. “Hotels that are equipped with occupancy-based HVAC and lighting controls can save up to 45 percent of HVAC operating cost per room without sacrificing guest comfort.”
In the water conservation space, technologies like aerators, low-flow fixtures, and leak detection systems are helping hotels reduce usage without compromising guest experience. Monitoring water usage and leaks can significantly reduce waste and operating costs, as well, according to Cotner.
When it comes to eco-friendly procurement, hoteliers have a growing range of tools and partners at their disposal.
“There are all kinds of ways to learn about more eco-friendly products,” said Hasek, pointing to trade shows, vendor partnerships, and procurement specialists as valuable resources. He also highlighted MindClick, a company that rates products from over 200 suppliers based on environmental performance.
“Companies like Marriott are using MindClick specifically because of their screening of suppliers based on environmental attributes.”
Cotner added that focusing on local sourcing and environmental, social, and governance-compliant vendors helps ensure responsible procurement.
“In new construction and major retrofit projects, hoteliers can also implement lifecycle analysis of materials used in the build and furniture, fixtures, and equipment,” he explained.
Upgrading the Guest Experience
Going green doesn’t just help hotel operations – it enhances the guest experience in visible and meaningful ways.
“When you’re looking at improving the guest experience, you have to consider factors such as indoor air quality, energy and water conservation, waste, and overall guest wellness,” said Hasek.
Some initiatives, like optimized air filtration and behind-the-scenes energy management, may go unnoticed by guests. But others, like electric vehicle charging stations, reusable amenities, and filtered water refill stations, stand out.
“EV charging stations show that hotel owners are aware of the changing demographics of their guest clientele,” said Hasek. “There’s a lot of electric vehicle drivers out there looking for a place to stay where they can charge up.”
Single-use plastics are another area of rapid innovation.
“Often, I’ll check into a hotel and be given two plastic water bottles. That’s no longer necessary,” Hasek said. “From water stations on the floors to filtered water in glass containers – these are all ways hotels can make tangible environmental differences.”
And the market is taking notice. Younger guests in particular are rewarding green hotels with loyalty and higher satisfaction.
“Many guests are willing to pay more for environmentally responsible accommodations like properties with LEED and WELL certifications,” said Cotner.
A Ripple Effect
At its core, sustainability is also a financial strategy. Implementing sustainable practices and reducing energy use, water consumption, and waste all contribute to lower operating costs.
And smart systems can pay for themselves quickly.
“Systems like Verdant’s energy management platform have a 12- to 18-month return on investment,” Cotner noted, “providing a simple, economical solution to addressing waste and operating cost.”
And the benefits extend beyond monthly bills. Sustainable builds are proven to be more resilient to extreme weather, energy price volatility, and resource scarcity. They can even increase the time between property improvement plans (PIPs), helping future-proof assets.
Sustainable practices also polish a hotel’s brand image and community reputation.
“Going green strengthens your reputation in the local community and beyond,” said Hasek. “It makes your business a more attractive place for employment.”
It’s a message that resonates on social media, booking platforms, and review sites. “There’s just a lot of public relations opportunities available – through social media or how you position your property in its marketing efforts,” Hasek added.
And there’s a ripple effect. “It helps educate and inspire travelers who may not have been aware of what you’ve been doing. Maybe it’s a practice they can take home with them and implement,” he said.
In corporate travel, sustainability is a growing priority. According to Cotner, many businesses actively seek out green portfolios for their travelers and events to align with their corporate social responsibility goals. Meeting planners frequently look for hotels with strong green initiatives, too.
As more hotels adopt sustainability practices, those who lag risk being left behind.
“From a profitability standpoint, implementing green technologies and operational practices makes a hotel more profitable and efficient compared to the hotelacross the street that may not be doing those types of things,” said Hasek.
Today’s booking platforms often allow guests to filter results based on environmental certifications. Hotels with documented sustainability initiatives can attract guests actively searching for eco-conscious options.
“If it’s invisible to them, there’s less of a chance that you’re going to make an impact with their decision-making,” Hasek explained.
Plus, green features are also correlated with better reviews.
“Green features like guest room management controls and energy-efficient comfort systems are shown to have a statistical increase in positive online ratings, directly influencing online booking through platforms like Google and TripAdvisor,” Cotner said.
Compliance, Resilience, and The Future
Beyond marketing and operations, there’s a regulatory imperative as well.
“Regulatory changes in various regions, [such as] Title 24 and NYC Local Law 97, are looking for adherence to sustainable practices,” said Cotner. “Hotels that do not comply risk fines and revocation of operating permits.”
Industry-wide, brands are setting aggressive targets.
“There’s a lot of conversation about carbon reduction, setting goals for 2030 or 2035,” said Hasek. “All the major brands have established sustainability programs that their franchisees are required to participate in.”
That’s a big deal in an industry dominated by franchise models. Thousands of hotels now participate in green initiatives as part of their brand’s sustainability strategy. And perhaps most encouragingly, the possibilities to reduce a hotel’s environmental footprint are endless.
“What I’ve discovered over the years is that you can take a look at any aspect of your hotel operation, and there is a greener alternative available to you,” Hasek said.
From LED lights and filtered water to lifecycle analysis and future-proof infrastructure — sustainability is not just a trend. It’s the new standard and a strategic imperative. With the tools, technologies, and guest expectations all aligning, now is the time for hoteliers to make the switch.
Whether retrofitting an existing property, building new, or simply looking to enhance the guest experience while cutting costs, green practices provide a compelling path forward.
“Going green shows that a property is forward-thinking, ethical, and responsive,” Cotner said. “It also boosts a hotel’s brand perception across marketing platforms by showing a commitment to quality.”
Get Certified
Seeking certifications is one way for hotels to both lessen their environmental impact and appeal to eco-conscious travelers. Sustainability certifications help hotels to identify green practices, improve employee engagement, and meet regulatory requirements. There are a range of certifications to choose from, but these are six of the most common.
Operational Certifications
Green Globe: Evaluates hotels on 44 criteria, including energy and water consumption, food and beverage, and recycling.
Green Key: Certifies businesses that adhere to criteria set by the Foundation for Environmental Education.
EarthCheck: Works with hotels to help them meet benchmarks across energy and water use, carbon emissions, chemicals, community and employee impact, paper use, and waste.
Building Certifications
LEED: Assesses new buildings for environmentally responsible design, construction, and operations, from building materials to indoor air quality.
BREEAM: Evaluates existing hotels and those under construction against nine criteria, including energy, health and well-being, ecology, and waste.
WELL: Certifies hotels that meet the 10 concepts in the WELL standard, which aims to enhance health and well-being through design, operations, and culture.
Image: annaspoka/stock.adobe.com
Leave a Reply