Sustainability in hospitality has entered a new era: one where good intention is no longer enough. Hotels are increasingly expected to measure, document, and prove environmental progress—both to guests and to stakeholders. Yet while the underlying goals may look similar, the way hotels approach sustainability measurement and implementation still differs notably between Europe and the United States.
These differences matter because measurement shapes action. What hotels measure consistently is what gets managed—and what gets prioritized in procurement, renovation planning, and the guest experience. One topic shows this especially well: plastic waste reduction.
Sustainability Is Now a KPI—But Measurement Models Differ
Across hotel segments, sustainability has moved from a “nice-to-have” initiative to a core operational KPI. But in practice, Europe and the U.S. often start from different conditions.
In Europe, sustainability measurement is frequently shaped by a stronger compliance and reporting environment. Many hotels—especially those tied to larger groups—face growing expectations around carbon footprinting, circular economy principles, and supplier transparency. Sustainability becomes part of risk management and procurement compliance.
In the United States, hotels are also accelerating sustainability, but measurement is often driven by a different mix: brand standards, investor expectations, operational efficiency, and a patchwork of state and local regulations. This frequently results in a pragmatic approach focused on metrics that can be tracked consistently across properties—such as energy, water, and waste—while supply chain reporting evolves step by step.
In both regions, one reality is becoming increasingly visible: a significant share of a hotel’s footprint sits beyond the building itself, in the supply chain—often referred to as Scope 3. That means procurement matters more than ever, because suppliers influence everything from packaging and material choice to logistics and end-of-life solutions.
For suppliers like us, this comes with a responsibility: to provide transparent, verifiable sustainability data that helps hotel partners measure and report progress credibly.
Europe vs. U.S.: Why Plastic Becomes the Common Denominator
If sustainability measurement differs, the pressure to reduce waste—especially plastic—has become a shared priority. Yet the strategies that scale differ by region.
In Europe, circular economy thinking and regulatory direction tend to accelerate system-level solutions: improved recyclability, mono-material design, refill concepts, and approaches that keep materials in functional cycles.
In the U.S., market transformation often happens when requirements are either clearly mandated (for example, through state legislation) or embedded in brand-wide procurement standards. Several states have restricted or eliminated small single-use toiletry bottles in hotels of certain sizes, and major hotel groups have already adjusted procurement accordingly. The result is that adoption can move quickly once the direction is set—especially when sustainability aligns with operational simplicity and guest acceptance.
Five Practical Options to Reduce Plastic Waste
No matter the region, hotels generally reduce plastic waste through a combination of approaches. What differs is which ones scale fastest and why.
1) Eliminate—Remove unnecessary packaging and single-use items entirely. This often delivers immediate results, especially when implemented brand-wide.
2) Replace—Switch to alternative materials or higher recycled-content packaging. This can improve perception and reduce plastic, though results depend on local disposal and recycling infrastructure.
3) Reuse/Refill—Transition to dispenser and refill systems. When executed properly, dispensers are among the most measurable levers—reducing packaging frequency while allowing hotels to quantify impact per room and per year.
4) Redesign for circularity—Make components recyclable and mono-material to support a circular economy. This approach is particularly aligned with European expectations and increasingly relevant in the U.S. as well.
5) Measure and verify—Turn plastic reduction into a KPI. Hotels that track avoided plastic (for example, kilograms per room per year) can communicate progress more credibly—and make better procurement decisions.
This is where Europe and the U.S. often complement each other: Europe accelerates circular design, while the U.S. can scale elimination and refill quickly through brand standards and policy triggers.
The Biggest Barrier to Refill Isn’t Sustainability—It’s Hygiene Perception
Despite the measurable potential of refill systems, hesitation persists in many markets—often due to one repeated concern: “Refill is unhygienic.” This belief has slowed adoption, even though refill solutions can dramatically reduce plastic waste.
For this reason, we examined the hygiene question in more detail. An independent study using hotel bathroom dispensers provides a clear insight:
- The refilling process itself does not cause bacterial contamination.
- The weak point is typically the pump mechanism in conventional dispensers. In many standard pump designs, water can accumulate in the pump head, creating conditions where a biofilm can form. This allows bacteria to enter and persist—meaning users may, in the worst case, be less clean after washing than before.
This reframes the discussion for hotel decision-makers. The key question is not “refill or no refill,” but rather: Which dispenser technology prevents contamination by design?
In the study, systems with membrane-based, downward-dispensing technology showed no contamination inside the dispensers during testing. In other words, the measurable risk is not linked to refill as a concept, but to the mechanics of many traditional pump heads.
Why This Matters: Sustainability Must Be Measurable—and Safe
Plastic reduction only becomes a long-term operational strategy when it meets three criteria:
- Measurable impact (plastic avoided, waste reduced, cost efficiency);
- Guest acceptance (design, quality, trust); and
- Hygienic safety (especially for high-touch amenities).
Using refill systems as an example, the potential is significant: compared to small portion bottles, plastic consumption can be reduced by up to 95 percent. Depending on hotel format and usage patterns, this can translate into several kilograms of plastic avoided per room per year. In addition, reducing small containers can cut product waste because fewer partly used bottles are discarded during housekeeping cycles.
But sustainability does not end with waste reduction. Recyclability is becoming equally important—particularly as hotels and brands align with circular economic expectations. That is why dispenser design must increasingly deliver both hygiene performance and end-of-life recyclability.
Europe and the U.S. Will Converge
Europe and the United States still differ in how sustainability measurement is shaped—more regulation-driven in many European markets, more brand- and policy-patchwork driven in the U.S. But the direction is the same: sustainability decisions will increasingly require data, verification, and supplier transparency.
For hotels, this means the most successful strategies will balance measurable environmental impact with operational feasibility and guest trust. Plastic waste reduction—especially when paired with hygienic dispenser technology—is one of the most immediate, measurable opportunities available.
Because ultimately, sustainability in hospitality is not only about protecting the planet. It is about protecting what travel stands for: the ability to experience the world in a healthy, intact environment—and to offer guests a stay they can feel good about.
About the Author
Raphael Steinbach is Chief Executive Officer Americas at ADA Cosmetics, a global partner to the hospitality industry specializing in hotel amenity systems, hygiene-focused dispensing technology, and sustainable refill solutions. The company’s headquarters is in Kehl/Germany.
