The hospitality industry is experiencing a period of adjustment. Multiple factors are converging to create a storm of uncertainty. However, a ray of hope is shining through in the form of the growing sustainability movement. The number of visitors from 20 major countries to the U.S. decreased by 10.3 percent this past March when compared to the same time last year. In addition, travel from Western Europe saw a noticeable drop of 17.2 percent, according to data by the U.S. International Trade Administration.
This comes at a time when many of our neighbors to the North are also pausing on travel to the U.S. Travel data provider OAG says bookings from Canada to the U.S. are currently down by 70 percent when compared to last year.
With fewer travelers considering the U.S. as a destination, hotels have to think outside the box to cut costs, minimize waste, and appeal to new groups of travelers they may have previously overlooked.
How Cutting Waste Boosts Hotel Profits
Our team has extensive experience working with hotel partners to help them implement sustainable water solutions that also help these businesses increase their cost savings.
In one case, the Atlantis Casino Resort Spa in Reno, Nev. saved 1 million single-use water bottles per year by switching to a sustainable water solution.
The Auberge Saint-Antoine hotel saw similar success when they introduced an integrated water system capable of delivering filtered, chilled, still, and sparkling water directly on-site. This eliminated the need for 60,000 single-use plastic bottles and over 60 truck deliveries each year, resulting in annual savings of $42,000 while significantly reducing their carbon footprint.
Integrated water systems offer on-site filtration and chilling of tap water, delivering still or sparkling water straight from the countertop. This setup eliminates the reliance on single-use plastic bottles and the transportation they require, helping businesses cut daily expenses and save time otherwise spent managing deliveries.
These systems can be installed throughout a hotel, from lobbies catering to thirsty travelers to water stations conveniently placed on each floor. Many hotels already have ice stations in these locations, making them an ideal spot to add water stations as well—eliminating the need for plastic bottles in each room.
These systems can go beyond cutting down on water waste but also reduce a hotel’s reliance on plastic.
In 2023, the average wholesale cost of domestic non-sparkling bottled water in the U.S. was $1.44 per gallon, according to the International Bottled Water Association. To put that into perspective, one gallon could provide about 16 servings, with each serving being an 8-ounce glass of water. Considering the current economic climate, these costs may have increased.
Even if a hotel opts for recycled plastic for its beverage options, this is now being impacted by tariff uncertainty. Tariffs on recycled plastics create market uncertainty, impact pricing, supply chains, and infrastructure investment. This also extends to glass bottles, especially those manufactured in China.
On the other hand, a hotel using an integrated water system can access clean, filtered water for only a few pennies per gallon, offering a much more affordable way to provide water for multiple people over time without the need to rely on plastic packaging.
How Sustainability Draws Travelers
Cutting back on plastic and rethinking water use doesn’t just slash waste-related costs—it also unlocks fresh marketing opportunities to showcase your brand’s commitment to sustainability.
U.S. travelers are increasingly seeking unique, experience-focused trips, driving demand for sustainable travel options. This shift reflects a growing connection between travel choices and personal values.
Eco-friendly and responsible travel experiences are gaining traction, with the American Hotel and Lodging Association highlighting sustainability as a top priority for many. In fact, nearly half of travelers find accommodations labeled as sustainable more appealing, according to Booking.com.
Promoting sustainability initiatives can be a powerful marketing tool, helping hotels build trust and loyalty among environmentally conscious travelers. This can help hotels struggling to fill rooms attract a whole new class of travelers.
A Green Future for the Hotel Industry
Times of economic shift and uncertainty present an incredible opportunity to take a step back and evaluate a business’ approach to waste, costs, and new pathways to innovation.
As travelers re-prioritize and the economy adjusts to new realities, hotels can take a step back and look at how new sustainability policies around water and plastic can improve their bottom line, while also attracting travelers looking for environmentally conscious vacations.
Although integrated water systems may require an upfront investment, they can lead to significant long-term savings by eliminating ongoing delivery fees and reducing the labor involved in managing single-use plastics.
While forecasters may predict gray skies, I believe sustainability will brighten the future for hotels.
About the Author
Tom Spillane is the Vice President of Technical Excellence at Vivreau, North America’s leading sustainable water solution. Previously serving as the Vice President of Operations, Spillane has been with Vivreau for over 15 years since the company’s launch in North America. He comes from a background in the foodservice industry and is a technical product expert with an acute knowledge of the beverage business. In his role at Vivreau USA and Vivreau Canada, Spillane works with both the R&D and quality departments, where he is devoted to solving issues and making systems better. He is deeply committed to helping companies seek sustainable solutions and eliminate plastic waste.
