There are “extras” more important to some hotel guests than fancy toiletries, premium drink-stocked coffee and tea-making stations, fluffy robes and beach towel origami. At several panel discussions during the 2025 Americas Lodging Investment Summit, hospitality executives enumerated on ways consumers in all age groups are increasingly likely to base their decisions on whether the property has LEED certification, grey water recycling systems, drought-resistant landscaping, collaborative community efforts, locally sourced food and energy-efficient room features.
“A significant segment (of consumers) is seeking a holistic wellness experience that promotes physical and mental well-being,” said Deborah Friedland, practice leader of the hospitality advisory services group at Eisner Advisory Group. “Hotels and brands offering guests more than a place to stay will lead the industry. They are looking for experiences and are willing to pay for them. As hotels can reach new customers and expand their business with these programs, they can provide auxiliary revenue to increase profitability [by] effectively marketing them through social media and more traditional channels."
Sustainability Trailblazers
The Stanford Inn by the Sea Historic Farm & Eco Resort in Mendocino County, Calif., has been operating this way since 1980. As the first wholly sustainable lodging and only 100 percent vegan resort in the U.S., owner Jeff Stanford explained how sustainable operations have made guests feel special and well-cared for from the beginning. Today, vegan cooking classes and craft workshops are among the activities that dovetail into the inn’s design and landscaping which was executed sustainably from the ground up.
“We do it for our health and our guests,” Stanford said. “We would rather invest in creating a business providing guests a sense of well-being on the property and in their accommodations. We use biodegradable and plant-based cleaning products, not petroleum-based. Unaware, guests ‘just feel good here!’ And they tell us.”
The Cadillac Hotel & Beach Club in Miami Beach was also an early player in the hotel sustainability movement. The EarthView Sustainable Hospitality, launched in 2011, was developed to establish a triple bottom line of planet, people and profit for the property, according to Cadillac’s Managing Director Marco Fuentes. Noting that this property is a key asset in parent company Hersha Hotels’ portfolio and a pioneer in South Florida sustainable hospitality, initiatives are developed on a regular basis, especially in getting guests more involved whenever possible.
“We are deeply committed to turtle conservation and we’ve introduced a special initiative for our youngest guests: Stuffed turtles available exclusively through our Kids Club,” Fuentes said. “Our hope is that these adorable mementos inspire future generations to care for nature and further show our hospitality. Miami Beach is home to seasonal turtle hatchings and our hotel actively supports these hatchlings as they make their way to the ocean. Our staff is trained to remove beach seating that might obstruct their journey and the hotel follows specialized lighting practices designed to minimize confusion for the turtles, allowing them to follow the moonlight to the sea safely.”
Dorado Beach, a Ritz-Carlton Reserve went big for its discerning audience through its affiliation with Jean-Michel Cousteau's Ambassadors of the Environment Program, an educational initiative designed to immerse guests into ocean conservation. Created by Jean-Michel Cousteau, Dr. Richard Murphy and the Ocean Futures Society team and launched at Dorado Beach in 2012, family-friendly and guided experiences include hiking, snorkeling, kayaking, bird watching, paddle boarding and many other eco-adventures exclusively for hotel guests.
“Incorporating elements of programming that extend beyond the stay is always beneficial, as it creates lasting memories and valuable knowledge,” said Hotel Manager Kal Khatteche. “This approach fosters a deeper connection with the hotel, reducing the reliance on traditional souvenirs and instilling a sense of purpose tied to the visit. These experiences offer guests lasting insights and it's especially meaningful that children are engaging in these activities during their formative years.”
Here and Now
“In the past five years, travelers have made sustainability a much larger factor in travel planning, especially those in the luxury segment,” observed Kurt Bjorkman, COO at The Ranch at Laguna Beach in California, adding that the resort was an early adaptor for sustainable travel dating back to its 2014-16 renovation. “As travel and tourism has a large impact on the environment—emissions from traveling to a destination, visitor impacts on a local community, resources and waste—they all can add up in a negative way.”
According to Bjorkman, The Ranch’s most successful large-scale programs have been jumping off points for others and management looks for ways to continue improving and reducing the property’s impact on the community and environment.
“We find ways to discover opportunities more toward the narrower part of the funnel,” he affirmed. “These include our farm supporting our ‘farm-to-table’ ingredients approach in Harvest Restaurant, a ‘farm to glass’ bar program, growing specific plants in the farm purposely destined for our craft cocktail program ... something that has been instantly and enthusiastically embraced by our guests.”
The Gilded Iguana Surf Hotel’s experiential sustainability activations key into its Nosara, Costa Rica location. Guests are encouraged to participate in activities developed in partnerships with various environmental organizations, including beach clean-ups organized with Regenerative Travel and the 5 Minute Foundation. There is also landscape restoration in collaboration with The Costas Verdes partnership, where guests can adopt a tree, plant a tree or donate money towards those efforts.
Atop the Laurel Hotel & Spa, Alabama’s first AAA Five Diamond designated hotel, a 4,000-square-foot urban rooftop garden provides organic produce for its fine dining restaurant,1856. It is operated in partnership with faculty and students from Auburn University's Horticulture Department. Events + Experience Manager Rhianna Greenawalt developed the “rooftop to room” program to create memorable amenities for guests that also provide a sense of place with seasonal ingredients from the rooftop garden, such as Jalapeno-infused tequila, raspberry-infused liqueur, pressed flower charcuterie boards, herb-infused olive oil and bath and margarita salts.
“Rather than take advantage of the marketing opportunities with your sustainability efforts, simply do the right thing and guest satisfaction and increased levels of business will follow organically,” The Ranch’s Bjorkman advised. “The smallest efforts can have significant impacts, so don’t be intimidated by properties that have more opportunities with larger programs.”
A Crash Course in Sustainability Strategizing
Xavier Font, professor of sustainability marketing at the University of Surrey, UK, researches and develops methods of sustainable tourism production and consumption. His free online training course (https://www.youtube.com/watch?v=YumyrbZrE6g) emphasizes messaging is key in shifting the guest’s paradigm of “sustainability” from earth-friendly business decisions to exclusive perks and activities. Among his recommendations:
- Focus on the messaging: Know who your audience is and consider the different guest demographics you want to engage (e.g. families; people traveling for business) for activities and amenities. Design messaging appropriate to each.
- Relate to the guest’s needs and expectations: Keep messaging specific and relevant for guests and back claims up with information and evidence. Replace generalized statements (“By reusing your towel, you are saving the planet”) about a sustainability program with more personal remarks (“Reuse me tomorrow … just like at home”).
- Make sustainable choices the default options: For actions which require proactive behaviour, do most of the guests’ work for them and then ask for engagement at the right moment, where it is easy for them to act straight away.
- Engage guests with compelling storytelling: Providing a context brings activity and amenity initiatives to life. For example, share photos from guests enjoying the amenities or programs.
General managers with hands-on experience getting their guests even more-hands on in sustainability and conservation efforts at their resorts offer these suggestions:
- Identify meaningful and sustainable potential partners: “Make sure the partnership makes logistical sense for your property and team, as this ensures longevity and authenticity,” said Yunior Rodriguez, general manager, The Marker Key West Harbor Resort, who cites the resort’s partners Reef Relief and Raw Elements for its ocean-friendly sunscreens offered to guests during their stays. “Find ways to make the guest participation seamless. Foster goodwill and buy-in from guests by sharing the importance of the initiative while highlighting the beauty it seeks to protect our oceans."
- Align sustainability goals with guest expectations and operational feasibility and goals: “It’s crucial to engage staff at every level and foster partnerships with credible organizations to ensure your initiatives are both impactful and authentic,” said Milton Sgarbi, regional VP for 1 Hotel South Beach, which has a “Sustainable Gatherings” program which brings in elements from different specialized local vendors. “Transparency is key, so track and share your progress to build trust with guests and stakeholders. Sustainability isn’t just a trend...it’s the future of hospitality,” Sgarbi said.
This article was originally published in the April edition of Hotel Management magazine. Subscribe here.