Sustainable Hospitality and Wellness: The Green Shift in the Hospitality Industry

Sustainability is no longer just a trend — it’s a necessity, especially in the hospitality industry. As environmental awareness grows, so does the demand for eco-conscious travel and responsible business practices. According to a 2023 NielsenIQ report, seven out of ten global consumers say that living sustainably is important to them. This consumer mindset is shaping the way hospitality companies operate, pushing them toward greener, healthier, and more meaningful experiences for their guests.

Over the past few years, hospitality brands have made steady progress in implementing sustainable practices. These efforts include using eco-friendly products, improving energy efficiency, conserving water, reducing waste, and adopting recycling and reuse initiatives. According to the Global Business Travel Association (GBTA), 92% of its members and stakeholders consider sustainability a top priority. As EHL Hospitality Business School notes in its “Top 10 Trends in the Hospitality Industry in 2024” report, hospitality groups are now going beyond the “low-hanging fruit” — they’re seeking more innovative and impactful ways to implement, measure, and communicate their environmental efforts.

At the same time, today’s travelers are not just passively observing — they’re actively choosing brands that align with their values. More and more consumers are seeking out eco-conscious accommodations and travel options. A Wakefield Research study commissioned by Expedia Group Media Solutions found that nine in ten travelers look for sustainable choices when planning a trip. Booking.com’s “Sustainable Travel Report 2023” confirms this trend, showing that travelers increasingly prefer hotels with energy-efficient infrastructure, strong recycling programs, and locally sourced amenities.

But sustainable hospitality isn’t limited to what happens within a hotel’s walls. Collaborating with local, environmentally responsible businesses has become a key part of the equation. By sourcing ingredients from nearby farms, for example, hotels can reduce the carbon emissions associated with transportation. These partnerships also offer guests more authentic experiences that connect them with the culture and community of the destination, while reinforcing the hotel’s commitment to local sustainability.

Beyond environmental concerns, the hospitality industry is also transforming in terms of health and wellness — a shift accelerated by the COVID-19 pandemic. While some safety protocols have relaxed, others have become long-term standards that continue to shape guest expectations.

Enhanced cleaning measures remain a priority. Hotels now adopt advanced sanitation technologies such as UV-C light disinfection, self-sanitizing door handles, and even robotic delivery systems to minimize contact and increase hygiene. At the same time, investments in indoor air quality — through upgraded ventilation systems, air purifiers, and automatic maintenance — are becoming the norm.

Touchless technologies are another lasting innovation. From mobile check-in and digital room keys to motion-activated lighting and hands-free soap dispensers, these tools not only improve convenience but also reinforce a sense of safety and cleanliness for guests.

Parallel to these developments is the explosive growth of wellness-focused travel. The Global Wellness Institute predicts that wellness tourism will reach $1.3 trillion by 2025, growing faster than any other segment in the wellness market. Hotels are responding by expanding their wellness offerings — not just with traditional spa services, but with personalized programs including yoga, fitness classes, meditation sessions, nutrition guidance, and holistic treatments. Resorts like Amara Cay and La Siesta in the Florida Keys, for example, offer private beachside yoga and Reiki, while The Edgewater in Seattle provides personalized sound bath experiences.

In conclusion, sustainability and wellness are no longer optional in hospitality — they’re expected. Today’s guests want to know that the places they stay care about both the planet and their personal well-being. By adopting eco-friendly practices, building partnerships with local businesses, and offering health-focused experiences, hospitality brands can meet the needs of modern travelers and lead the way into a greener, healthier future.