I had the pleasure of being a part of Customer Alliance’s webinar, “Sustainability in Hospitality: The Green Elephant in the Room,” hosted by Adam Haugh, Marketing Lead at CA with Tom Behn, Junior Project Manager at Minor Hotels Northern Europe, and Zoë Bowthorpe, Consultant for Hostels and Hotels at Hostel Doctor, to share my insights on what sustainability really means for hotels today.
Highlights from the session
- Sustainability certifications are important but complex — with 40+ hospitality certifications in Germany alone, overlapping standards create confusion and can enable greenwashing.
- Certifications aren’t the end goal — they’re the starting point toward Net Zero. Clear communication and transparency matter more than the badge.
- Sustainability works best when built into operations and design. I shared a real-world example from Ciel Dubai Marina, Vignette Collection by IHG, who have shown how smart design — from food-waste digesters to grey-water recycling — makes sustainable practices seamless for guests and staff.
- Engage guests through authentic storytelling and education. When guests understand the impact and see measurable results, they’re far more willing to participate.
- There is ROI. Sustainable operations cut resource use and costs while boosting brand reputation — especially among corporate travelers and Gen Z.
- Different demographics value different things — younger travelers look for community impact, older guests are choosing comfort, and expectations vary by region.
We wrapped up the webinar with a thought-provoking question from Adam: “What should we focus on most over the next year?”
Our shared answer was clear: prioritise waste. Start by measuring and sorting through your waste!
We’ve published case studies from Anantara The Palm Dubai Resort for further insights.
We truly enjoyed being part of the discussion. Thank you for having us and for creating such an engaging space to exchange ideas, insights, and practical solutions for the industry.
