In the past, sustainability in hospitality was often considered a marketing “bonus”—a small checkbox for eco-friendly lighting or recycling bins in guestrooms. Today, that perception has shifted dramatically. For a growing segment of travelers—particularly Millennials and Gen Z—environmental responsibility is not just a preference. It is a deciding factor in where they choose to stay, dine, and spend their travel dollars.
This generational shift is reshaping the hospitality industry. Hotels that align with climate-conscious values are building stronger brand loyalty, commanding premium rates, and future-proofing their operations against rising environmental regulations and resource costs.
The Rise of the Climate-Conscious Traveler
Multiple studies confirm this trend. Booking.com’s 2024 Sustainable Travel Report revealed that 71 percent of global travelers want to travel more sustainably in the next year, and 56 percent would feel better about staying at an accommodation if they knew it had sustainable certifications. Millennials and Gen Z—who already make up the largest share of travelers—are leading this movement, with their purchasing decisions heavily influenced by a brand’s environmental and social impact.
For these travelers, sustainability is not a “nice-to-have.” It is a baseline expectation.
From Cost Center to Competitive Advantage
The common myth in hospitality is that sustainability is expensive. While there are upfront investments, hotels that integrate green practices often see significant long-term financial benefits:
- Energy efficiency: LED lighting, smart thermostats, and high-efficiency HVAC systems can reduce energy costs by 20 to 40 percent.
- Water conservation: Low-flow fixtures and greywater recycling reduce utility bills while demonstrating environmental leadership.
- Waste reduction: Eliminating single-use plastics and implementing composting can reduce waste disposal costs.
In addition to lowering operating expenses, sustainable hotels are tapping into a premium market segment. According to Expedia Group’s Traveler Value Index, nearly 60 percent of consumers are willing to pay more for sustainable travel options.
Sustainability in Action: Industry Leaders Setting the Standard
Some brands have made sustainability their defining feature—and the market has rewarded them for it.
- 1 Hotels—Known for biophilic design, reclaimed materials, and locally sourced menus, this brand blends luxury with environmental responsibility.
- Six Senses—From renewable energy use to coral reef restoration projects, Six Senses properties weave sustainability into the guest experience itself.
Accor Group—With its Planet 21 program, Accor has implemented measurable targets for carbon reduction, biodiversity protection, and sustainable food sourcing across its global portfolio.
Opportunities for Small & Independent Hotels
It is easy to assume that only large hotel chains can afford to implement sustainability measures, but smaller properties often have greater flexibility and speed in adapting to green practices.
Small and independent hotels can start with achievable, high-impact actions:
- Source locally—From furniture and building materials to food and toiletries, choosing local suppliers reduces carbon footprint and supports the surrounding community.
- Cut single-use plastics—Switch to refillable bathroom amenities, compostable packaging, and filtered water stations.
- Engage guests—Invite guests to participate in sustainability efforts through towel reuse programs, eco-tours, or workshops on local environmental initiatives.
Measure and share progress—Use metrics (energy saved, waste diverted) and storytelling to build trust with guests and differentiate your brand.
Current Landscape in U.S. Hotels
In the United States, sustainable practices are gaining ground. About 39.7 percent of hotels boast a third-party certification, while nearly 58.7 percent have established a sustainability team to align operations with green goals. Yet only 25.9 percent go further by designating a dedicated sustainability champion.
The Bottom Line
Sustainability in hospitality is no longer a marketing gimmick. It is a strategic imperative. Whether you are operating a luxury resort, a city boutique, or a countryside B&B, the message from the market is clear: Green is the future. And the future is here.
About the Author
Vitaliy Rodionov is the founder of Vitality Sustainable Resort Group (VSRG), a California-based startup currently in development with plans to help independent hotels and resorts transition to eco-friendly operations. VSRG will provide environmental audits, strategic sustainability roadmaps, and staff training programs to reduce waste, conserve resources, and enhance brand value through authentic green practices. With a vision to make sustainability accessible to properties of all sizes, Rodionov is committed to building a hospitality industry that benefits both people and the planet.
