Why Sustainability Matters in Your Hotel Marketing
TLDR: Eco-friendly initiatives are nothing new in the travel and hotel space. However, with rising global temperatures and a greater awareness of ways that businesses can lower environmental impacts, customer scrutiny is higher than ever. Don’t let this hurt your business — it’s possible that you could be perceived as not doing enough, or worse, greenwashing. We’ve reviewed some of the ways that travelers consider sustainability in their hotel search, and how you can authentically respond to keep their trust and win their business.
How Customers Consider Sustainability when Booking a Hotel
According to a Nielsen survey, seven out of 10 consumers say that businesses should adopt more sustainable practices. Travelers are looking for ways to reduce waste, lower their carbon footprint, and minimize impacts on ecosystems. Trend-pieces with buzzy-sounding names point to shifts in consumer attitudes. Consider “Coolcations” — travel that avoids traditional summer hotspots amidst rising temperatures, or regenerative travel, in which hotels encourage rewilding efforts in the surrounding landscapes.
It’s not just about the packaging of your soaps or your energy usage. Travelers want to know if their hotels are stewards of the wider environment where they’re situated. They’re interested in the specific ways that your decisions reduce your overall impacts. They seek authentic, meaningful steps toward sustainability in hotels’ operations.
How Hotels are Innovating in Sustainable Practices
Hotels around the world now treat sustainability as a core part of their identity, not just a box to check. Many properties use smart energy systems to track and reduce power consumption, or cut water waste by installing low-flow fixtures and launching towel and linen reuse programs. Simple steps like these both save resources and show guests the hotel cares. Others introduced novel approaches like bottling their own water on-site and using refillable toiletries. Those willing to measure their end-to-end impacts seek respected eco-certifications like Green Key or EarthCheck, which give eco-conscious travelers confidence in their choices.
Other initiatives dovetail more intimately with a hotel’s concept. A coastal inn might offer reef-safe sunscreen or lead beach cleanups with guests. A mountain lodge may source linens from local wool producers. Independent hotels often swap plastic keycards for digital access or even pursue zero waste, whether through composting, recycling, or reuse of supplies and other typically disposable resources. These details feel intentional and true to place. These thoughtful touches don’t just lower environmental impact; they deepen the guest experience by connecting sustainability to the property’s unique identity and make the guest a part of it.
Making Sustainability a Part of Your Hotel Marketing
As consumers choose with sustainability in mind, they may book more readily if your practices address their expectations. Or, pass you over for another if you aren’t clear and upfront. In fact, according to Oracle Netsuite, nine out of 10 consumers said they look for sustainable options when traveling. To give those travelers confidence in choosing your establishment, we recommend making it a part of your hotel marketing strategy.
Our advice:
Weave your sustainability story throughout your website, from the front page through individual amenities. This will serve SEO and AI-based search queries, while helping visitors already there decide to book.
Continually seek out opportunities to build your program. Can you source from more sustainable and local sources? Set new guidelines for your landscaping and groundskeeping? Incorporate an organic garden into your restaurant? Prioritize efforts that relate to your brand and region.
Market with honesty — and caution. Overstating claims or exaggerating your efforts will harm your reputation and your business. Instead, grow your marketing message alongside your sustainability efforts themselves. Simply share what you’re trying to achieve, and how it’s proceeding. People will notice with each new step.
Have a sustainability story to tell? The marketers at O’Rourke understand how to share it with your visitors. Reach us today for a consultation.