Welcome back to The Lobby. As guests arrive with reusable water bottles and climate anxiety, we’ve been asking whether hotels’ sustainability pledges go far enough.
Sustainability is now “business as usual”
Sustainable tourism is no longer a niche. The sustainable tourism market is valued at $3.56 billion in 2025 and is forecast to reach $11.39 billion by 2034. Nearly half of travelers find accommodations with sustainable labels appealing, and 43 % say they are willing to pay extra for certified sustainable lodging. Hospitality groups are moving beyond token efforts; they are adopting eco‑friendly construction, 360‑degree sustainability strategies and teaching guests to reduce food waste. By integrating green building techniques and empowering customers to participate in sustainable practices, hotels can influence wider behavior.
The rise of regenerative hospitality
Sustainability isn’t the end goal. Forward‑thinking resorts are embracing regenerative hospitality: going from “net‑zero” to net‑positive by actively improving the environment and local communities. Examples include funding reforestation projects, creating job opportunities for under‑privileged communities and adopting zero‑waste, regenerative cuisine. This shift responds to evolving guest values: 75 % of consumers want to try unique flavors and culinary adventures, and 85 % report feeling the effects of climate change in daily life. Locally sourced, plant‑based menus and community‑led experiences are becoming the standard.
Beyond greenwashing – what’s next?
As a consultancy, HMS encourages clients to embed sustainability into their brand DNA. That means auditing the entire value chain, from energy use to supply chains, rather than just asking guests to reuse towels. Regenerative initiatives, such as rewilding local ecosystems or partnering with Indigenous communities, differentiate hotels in a crowded market. Our personalized approach ensures these programs resonate with your brand story and budget.
Questions to spark discussion
- Have you stayed at a hotel that made you feel like your visit benefitted the local environment or community? What stood out?
- Which sustainable practices (e.g., renewable energy, zero‑waste dining, regenerative tourism) influence your booking decisions?
- Should hotels be transparent about the challenges and costs of going regenerative?
Why it matters for your business
Sustainability isn’t just altruism; it’s smart business. Travelers are willing to pay more for eco‑friendly stays, and incorporating regenerative practices can attract values‑driven guests. As Dr. Isabella Blengini of EHL points out, hospitality has the power to shape customer values. By leading rather than following, your hotel can become a destination for conscientious travelers and build long‑term brand loyalty. HMS can help you audit your operations, design regenerative programs and communicate them authentically to your audience.
Take the next step
Want to move beyond sustainability and embark on a regenerative journey? Connect with HMS to audit your operations and design a program that makes a positive impact, or share your thoughts with our community.
