The Disconnect Every Hotelier Needs to Fix But No one Talks About.
Off The Record: Green Talk, Gritty Truths Part #8:
“Our Guests Say They Want Sustainability… But Their Actions Tell a Different Story”
Booking says 93% of global travelers believe sustainable travel is vital. Great news, right? Except… their behavior tells a different story. You install low-flow showers, they take 30-minute rinses. You set up a towel reuse program, they request fresh towels daily.
It’s like opening a vegan café because everyone swears they want to eat healthier. And then watching them Uber Eats a double cheeseburger from across the street.
Make Sustainability the Default, Not the Dilemma
You and I both know most guests mean well. But if the sustainable choice requires extra effort, it’s game over. Instead of asking them to opt in to green programs, make them the default — with an option to opt out.
That’s jargon talk for “making it easy for them”.
In other words, design your systems so that the most eco-friendly choice is also the easiest. Similar to giving guests a reusable glass bottle in their room. Rather than providing a single-use plastic water bottle at reception.
Back in 2021, I stayed at a hotel in Vienna that surprised me with a free reusable water bottle in my room. But they didn’t only use it to make me feel good. They also slapped their logo on the bottle. This way, every time I used it, I’d remember the hotel. And advertise it for free when I’m out and about. Clever, no?
The Data Behind the Disconnect: What Guests Really Think and Do
In 2024, Clean the World discovered a major discrepancy. 88% of guests factor sustainability into their hotel booking decisions. Yet 51% of guests take leftover amenities home because they don’t trust hotels to dispose of them responsibly.
But dig deeper into the same research and you’ll find the complexity behind the numbers.
This isn’t hypocrisy, it’s humanity. Guests aren’t lying when they say sustainability matters to them. They’re revealing the complex decision-making process that happens when values meet vacation mode.
“It’s clear from the responses we have received that hotels which embrace and transparently communicate robust sustainability practices stand to gain a competitive edge. It’s also clear that hotels must engage with guests at multiple touch points throughout their stay—from the initial booking phase to post-checkout, ensuring that sustainability practices are clearly communicated and easily accessible”.
The key phrase here is “easily accessible.” The disconnect often isn’t about guest values, but rather guest experience design.
What the stats tell us is that nearly nine out of ten guests say sustainability matters to them when choosing a hotel. But half of them don’t trust you enough to leave their soap behind.
So, how do you mitigate the maddening gap between guest intentions and their actions?
Sell the Personal Perks, Not Just the Planet Perks
You can talk about saving polar bears all day long. But most guests make decisions based on self-benefit. The key? Link your green initiatives to personal comfort. Good sustainable hospitality copy marries both in holy matrimony.
Swap
“Help us save the planet”
with
“Enjoy a quieter, more restful sleep thanks to our energy-efficient HVAC.”
It’s the same action. Just packaged in a way that connects to their immediate experience.
Reward the Behavior You Want to See
Positive reinforcement works on people just as well as it does on puppies. Offer small perks to guests who actively participate in your sustainability programs. A complimentary drink voucher for skipping daily towel service. A free late checkout for reusing linens. Think of what tools you’ve got at your disposal that you might be already giving away. Then turn them into free upgrades for guests who take sustainable action.
Make eco-friendly behavior feel rewarding, not restrictive. Sustainability should never feel like punishment for doing the right thing.
Hey👋👋👋,
I’m Darina—a Sustainable Hospitality Communication Strategist.
I help sustainable hotels resonate with conscious luxury travelers and keep rooms booked. By turning your confusing green features into compelling guest benefits. Making your story bona fide, culturally sensitive, and emotionally irresistible.
With 4+ yrs in copywriting, 16 yrs in linguistics, and 20+ yrs of global travel. I bring a rare blend of precision, heart, and hospitality know-how.
I’ve mastered the art of finding unpolished wonders — both in cities and conversations. When I’m not helping brands craft words that actually work, you’ll find me chasing sunsets, tasting the world’s weirdest snacks, or convincing locals I’m totally one of them.
Hop on board — let’s explore the world and its stories, one adventure (and awkward mispronunciation) at a time.
This post took me 9 hours to research, extract the gems, plan, outline, write, and edit. Not because it had to be perfect, but because I wanted it to be valuable. Every insight, analogy, tip, link, and pic was chosen with you in mind. If it resonated with you, even just a little, then it was worth every minute.
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