Sustainable Tourism: A Hotelier's Guide to Positive Impact

It's undeniable that tourism plays a significant role in the global economy. In a world where travel is becoming increasingly accessible, statistics show that tourism will continue its strong growth in the coming decade. This power also comes with great responsibility, as it's one of the sectors with the most impact on the environment, society, and the economy.
 

With this in mind, we celebrate World Tourism Day on September 27th. This is certainly an ideal day to reflect on the present and future of our industry, and the role we all play in creating a better world for tomorrow.
 

This year, at Hotelbeds, we focus on sustainable tourism, a necessary discussion that will help us explore which actions we can implement to redefine our sector's future.
 

As a hotelier, you undoubtedly play a vital role in this. That's why, throughout this article, we provide you with different recommendations on how to actively participate in sustainable tourism and lead the way.
 

The Importance of Sustainability for Hoteliers

As we mentioned earlier, hoteliers are key players in the tourism industry. A clear example of this is when a destination becomes popular, leading hotel companies to establish themselves there and offer new accommodation options. This has a significant impact on that region in particular.
 

That's why it's essential to consider how you implement your projects and initiatives, also from a sustainable perspective.
According to Booking.com's 2023 Sustainable Travel Report, at least 74% of travellers want travel companies, including hotels, to provide more sustainable choices. Additionally, 65% of respondents stated that they would feel better about paying for accommodation with a sustainable certification or label.
 

Sustainable tourism and ethical hotel development are now more interconnected than ever, playing a crucial role in preserving local culture and socio-economic stability. This is why hotels are instrumental in educating guests about sustainable behaviours and adopting operational practices aligned with sustainability best practices.
 

For instance, at Hotelbeds, we have seen growing interest and bookings from hotels that implement sustainable actions. Through our Sustainable Hotels Programme, we offer you a unique opportunity to showcase your sustainability initiatives, such as reducing plastic usage.
 

Currently, there are over 38,000 properties certified as sustainable. We've also observed a significant 30% increase in bookings over the past 12 months, demonstrating the rising demand for sustainable accommodation. This represents a fantastic opportunity to position yourself prominently within our portfolio of more than 60,000 travel distributors.
 

If you're already a Hotelbeds partner and are interested in the programme, you can easily join following the next steps:
 

• Log into Hotelbeds Partner Portal
   
• Select 'Hotel Info'
   
• Click 'About Hotel' and scroll to the 'Things to Keep in Mind' section
   
• Check the 'Single-use Plastic Free' box
   

Additionally, it isn't only guests who are becoming increasingly interested in hotels' sustainability initiatives. According to a report by HotelTechReport, investors concerned about this topic also take into account the ESG (Environmental, Social, and Governance) framework when deciding whether to invest in a property.
 

The ESG framework helps investors better understand how the hotel company protects or neglects nature, treats its employees and the local community, and adheres to ethical business practices. Specifically, the ESG framework revolves around three pillars:
 

• Environmental: Initiatives related to energy efficiency, waste reduction, and water conservation.
   
• Social: Company policies regarding health and wellness, diversity and inclusion, and fair labour practices.
   
• Governance: The company's ethical business practices, diversity of the board of directors, and adherence to laws and regulations.
   

In conclusion, it's evident that committing to sustainable initiatives is no longer an option but essential to remain an attractive choice for both guests and investors.

Hotel Sustainability Best Practices You Can't Miss

As we've just discussed, it's vital to contribute to sustainable tourism. However, many hotels still struggle with how to put sustainability into practice. Hence, below you'll find a variety of options to adopt sustainable initiatives (or continue doing so).

Transport

Transport is one of the key elements to consider when promoting sustainable practices. It's imperative to recommend, whenever possible, public transport to reach your hotel.
 

By using options such as trains or buses, it significantly reduces carbon emissions and decreases the number of vehicles on the road, thus improving air quality.
 

In your communication channels, such as your website, you can provide detailed information about the different transport options available to reach your property. For example, you can include links to the national/public train company's website (e.g., Renfe in Spain or FS Italiane in Italy) to help potential guests find the most convenient routes to your hotel. The same applies to other modes of transport, such as the metro, intercity buses, or local bus services.
 

Food Provision

Within the hotel, there are also many actions you can take to promote sustainability with your resources. To begin with, in our comprehensive article on plastic-free initiatives for hotels, you can explore many ideas for promoting plastic-free products' usage, such as reusable shampoo and gel dispensers, or eliminating plastic water bottles, among others.
 

Beyond actions related to plastic use, there are other ideas that can make a significant difference to your property:
 

• If you have a buffet-style restaurant, manage your resources optimally. Promote local and seasonal products in the hotel's restaurant. If you are noticing a great deal of food waste every day, consider making donations to local food banks, rather than throwing it away. This way, you can directly contribute to your local community.
  
  Another fantastic option that can be quite profitable is partnering with companies like Too Good To Go. This is an app that combats food waste in supermarkets, bakeries, and hotels, among other establishments. Hotel chains such as Radisson Hotel Group, NH Hotel Group, and ILUNION Hotels have already established alliances, giving surplus breakfast buffet food a second chance.
   
• Another way to make a positive impact is by recommending local restaurants (instead of multinational chains) known for using local and seasonal products. It's an excellent opportunity for your guests to experience the region's products, discover what the region has to offer, and contribute to the economic development of the area.
   
• You can also consider growing your own food and having an organic seasonal garden. For example, the TUI Blue Oceanis Beach hotel in Kos offers guests the opportunity to enjoy products grown on-site at Oceanis Farm. Since its establishment in 2012, the farm has expanded significantly and now provides high-quality food for the hotel's buffet.
   

To reach as many potential guests as possible, it's crucial to effectively communicate the actions your property is taking. Make them visible on your website or in digital content created for social media or newsletters. This will let future guests know about your commitment to sustainable practices.

Promoting Sustainable Local Economic Development

Sustainable tourism also requires that you take into account the economic development of the local community where your property is located.
 

Promoting sustainable actions should include efforts to ensure that tourism generates wealth for area residents. This can be achieved by:
 

• Integrating the local population into your hotel activities, creating employment directly and indirectly.
   
• Establishing collaborations with local agencies, hiring local guides and native agents.
   
• Promoting staff training in your hotels to help them acquire new skills for the future, ensuring you have a more prepared and efficient team. These training sessions help create better job opportunities, as employees are taught exactly what they need to know to perform their tasks perfectly.
   
• Seeking partnerships with other entrepreneurs who share social and environmental values. They promote projects that add value to both themselves and their surrounding communities.
   

Several hotels have demonstrated commitment to these causes, such as the following:
 

• Marriott Hotels & Resorts have announced a commitment to achieve gender parity in executive roles by 2023, with 25% of executive roles held by people of colour. It's also planned to have 3,000 properties owned by women and people of colour by 2025, according to Marriott.
   
• As part of its RiseHY programme, Hyatt has committed to hiring 10,000 ’opportunity youth’ between the ages of 16 and 24 by 2025.
   
• Sol y Mar Hoteles Group has signed an agreement with social startup Gravity Wave to remove nearly six tons of plastic from the Mediterranean. They will collect and recycle one kilogram of plastic from the sea for every booking made on their website.

Respect for Culture, Heritage, and the Environment

One of the major challenges in the industry is that it may lead to tourist 'massification', the loss of local identity and culture.
 

Examples of this can be seen in cities such as Venice and Barcelona, where there is an excess of tourism almost all year round. As a result, authorities have implemented various policies to regulate the flow of tourists, especially in peak tourist seasons.
 

As a hotelier, what can you do to raise awareness among your guests about the importance of respecting local cultures and heritage?
 

• Whenever your front desk staff recommends places to guests, encourage them to mention less known but still interesting options. This is an effective way to ensure that certain overcrowded spots have fewer visitors, allowing the crowd to disperse more evenly throughout the territory.
   
• Leverage the growing demand for ecotourism and experiences that allow travellers to connect with local traditions, crafts, music, art, and culinary practices. There's a rising trend of travellers seeking immersive encounters with local cultural heritage, contributing to the preservation of unique identities and traditions.
   
• Encourage your guests to learn a few words in the local language. Language is part of a destination's heritage, and it's an excellent way for guests to immerse themselves in the culture they are visiting. For instance, you could provide small cards with basic words and FAQs in the local language to give to your guests during check-in. Beyond communication, learning how to greet and express simple things like 'thanks' in the local language shows a willingness to better understand the culture and people.
   
• When recommending tourism companies for tours, tastings, or other activities, make sure they respect the area's natural and cultural heritage. This might include limiting the number of participants and emphasising the importance of conserving the environment.
   
• Avoid promoting or maintaining agreements with companies that offer experiences involving shows with animals, such as shark diving tours or elephant rides. Such practices often involve animal exploitation.
  
  Instead, consider supporting ethical animal tourism, such as rehabilitation and rescue centres or sanctuaries. These organisations educate visitors and reinvest their revenue in further rehabilitation or rescues. Look for centres that aim to reintroduce animals into the wild, as this provides visitors with a valuable educational experience and supports ethical animal tourism.

Final Thoughts on Sustainable Initiatives for Your Hotel

We hope this article has shed some light on how to implement sustainable initiatives that contribute to a more conscious and responsible tourism industry.

Hoteliers have a significant opportunity – and challenge – to be at the forefront of this paradigm shift. There is a growing interest in the sustainable tourism movement among the younger generations. This indicates the direction that guests' needs will take in the future.

As you can see, there are many options for incorporating ESG (Environmental, Social, and Governance) initiatives. Numerous hotels are already making efforts to become more sustainable and ensure ethical impacts. However, it's worthwhile to remember that it's still okay not to meet all sustainability criteria 100%. What truly matters is your intention and focus on becoming more sustainable little by little.

You can better communicate your environmental initiatives, such as plastic-free practices, to potential customers by joining the Sustainable Hotels Programme. If you're already part of Hotelbeds, simply log into our Partner Portal, select 'Hotel Info,' and tick the 'Single-use Plastic Free' box.

If you're not yet part of Hotelbeds, you can join by clicking here. You'll become visible to over 60,000 travel distributors. Register today!