In the April edition of Monthly Sustainability Insights, Middle East Business Association for Sustainability (MEBAS) explores the topic of ESG regulation and the challenge of greenwashing vs genuineness.
Insights were sought from several respective industry experts:
- Radhika Arapally, founder of Sustainability Kiosk, UAE
- Sahen Ahuja, Co-Founder and CEO of SustainInsight, UAE
- Irina Musina, Sustainability & Technology Expert, Middle East
Questions posed included:
How can businesses ensure that their ESG initiatives are not just “window dressing” but are integrated into their core business model and operations?
How can businesses avoid the trap of focusing too much on ESG compliance, to the detriment of financial performance and innovation?
How can the Middle East overcome the challenges of implementing ESG compliance in markets where regulatory frameworks are still developing or lacking?
Are Middle Eastern hospitality businesses embracing ESG because of international pressure, or are they genuinely motivated by long-term sustainability goals?
“ESG cannot be a mere marketing tool—it must be embedded in the guest experience, operations, and corporate strategy” – Radhika Arapally
Implementing ESG initiatives without falling into the trap
Radhika shared her insights on how hotels can incorporate ESG initiatives by combing through all areas of hotel operations to determine how a process can be made more sustainable.
Key points were made: implementing resource saving technologies, improving the guest experience, engaging hotel teams and tracking progress through reporting, are ways that ESG can be implemented genuinely. Linking this to compliance, hotels actioning sustainability efforts can potentially fall into the trap of ESG becoming a tick box exercise. This can lead to hotels missing out on operational efficiencies and new revenue opportunities.
To avoid falling into the trap, using available technologies and getting certified are some ways that can help hotels initiate sustainability efforts that can produce tangible results which emphasise authenticity.
Middle East and Industry Regulation
As the Middle East is proactively ramping up its sustainability efforts, frameworks are still in early development stage.
To stay competitive and match the demand for sustainable stays, hotels can take the lead by voluntarily implementing their own ESG frameworks, ensuring that they are aligned with the local environment and requirements. Knowledge sharing is a large part of growth and understanding as a collaborative effort can help navigate this period of development.
To learn more about how hotels can lean into ESG more authentically and the role of regional frameworks, read Radhika’s insights here.
MEBAS are an independent, social enterprise that are dedicated to bridging knowledge and expertise between Europe and the Middle East. They build collaborative networks that enable businesses to launch impactful sustainability projects while promoting the exchange of knowledge across regions.
Read our blog The Kiosk and the Kettle to get our insights on sustainability in hospitality.
