Off the Record Green Talk, Gritty Truths Part #2 “The Better We Perform, The More We Emit”
Welcome to the hospitality industry’s paradox that keeps sustainability managers awake at night and makes CFOs question whether green initiatives are worth the investment. And how to grow without burning out (or the planet).
When Winning Starts to Feel… Off
You know that moment in your team meeting:
“Occupancy’s up. Guests are thrilled. Revenue’s climbing!”
Cue the celebration dance.
But then someone asks, “And our sustainability numbers?”
…and the room suddenly gets very, very quiet.
Your energy bills are skyrocketing. Waste bins are fuller. That composting program? Barely keeping up.
Welcome to the hospitality paradox: the more your hotel succeeds, the more emissions you generate. It’s like getting applause for running a marathon—only to realize you’re sprinting in the wrong direction.
Your Fully Booked Rooms Are (Secretly) Overheating the Planet
Let’s be real: growth in hospitality traditionally means more guests, more energy use, more laundry, more food waste, and more everything.
Summer = full rooms AND full AC. Holiday season = happy guests AND piles of discarded breakfast buffets.
And while you’re celebrating that 95% occupancy rate, Mother Earth is quietly screaming into the void.
This isn’t a theoretical problem – it’s happening right now in hotels around the world. As one industry expert puts it, we’re caught in a cycle where “the better we perform, the more we emit.”
But it’s not that you don’t care—it’s that the metrics you’re watching (RevPAR, occupancy, satisfaction scores) don’t reflect the waste piling up behind the scenes.
Redefining What Hospitality Success Actually Looks Like
The uncomfortable reality is that many sustainability initiatives get deprioritized when business is booming. When you’re at 95% occupancy and turning away guests, installing energy-efficient equipment feels less urgent than expanding capacity. When your restaurant is packed every night, reducing food waste takes a backseat to keeping up with demand.
According to the Sustainable Hospitality Alliance’s Global Hotel Decarbonisation Report, the sector must reduce its emissions by two-thirds by 2030 and 90% per room by 2050. Thanks to the goals set out in the Paris Climate Agreement. It’s safe to say the industry has its work cut out for them.
Imagine if your dashboard didn’t just brag about “15% growth” but also showed:
- Energy used per occupied room
- Water per guest per night
- Waste generated per meal served
Now that’s transparency. And no—it doesn’t kill the vibe. It makes your growth honest.
When you reframe metrics to include environmental impact, you spot inefficiencies that are costing you money (and sleep). It’s like checking the nutritional label before devouring an entire pizza—it won’t stop you, but at least you know what you’re working with.
Grow Smarter, Not Just Bigger
Here’s the new game plan: efficiency scaling.
Growing your business shouldn’t mean growing your footprint. Add 20% more guests? Cool. Now reduce your per-guest energy usage by 5%. Expand your F&B operations? Great—cut food waste per meal.
The goal: scale your services, not your emissions.
Some hotels already nail this by investing in smart room controls, LED lighting, energy-efficient systems… not to mention staff training that makes green second nature, not an afterthought.
Turn Your Eco-friendly Growth Into a Green Investment Fund
Here’s a plot twist: Use your profits to fund your purpose. Take a slice of that revenue increase and funnel it into a “Green Growth Fund.”
Whether it’s solar panels, greywater systems, or carbon offsets, make sustainability a line item, not an afterthought.
Even better? Invite your guests in on the fun. Build carbon-neutral room packages. Let events fund your composting system. Guests love knowing their stay does more than just fill your books—it fuels the future.
Reality Check: Sustainable Hospitality Growth Is a Long Game
It’s NOT hospitality sucess vs growth. It’s NOT Either/Or.
The most successful sustainable hotels have learned that environmental responsibility and business success aren’t opposing forces. They’re complementary strategies that reinforce each other over time.
Sure, sustainability sometimes takes longer. It might not always yield a sexy quarterly stat. But in the long run, it protects your margins, your reputation, and yes—our shared planet.
You’d never ignore maintenance on your HVAC system. Why ignore sustainability?
You don’t have to be perfect. Just committed.
Your Next Step: Start Small, Think Big
Track one thing this week:
- Energy per occupied room
- Food waste per meal
- Water per guest night
No shame, no spreadsheet panic. Just awareness. And awareness breeds action.
Because in sustainable hospitality, growth isn’t the enemy—waste is.
Hey👋👋👋, I’m Darina!
Professional word nerd by day, globe-trotter by heart. With 20+ years of getting lost (sometimes on purpose), 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.
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This is a great reminder for the hospitality industry to keep an eye on their waste and footprint when occupancy is high. I like the tip to include guests to be a part of a greener mission.
Absolutely—high occupancy shouldn’t mean high waste. I see it as a prime opportunity to lead by example and turn guests into allies for a greener mission. Every small action adds up when it’s done with intention. Thanks so much for reading and sharing your thoughts!
Thanks for your wise words on the hotel growth trap. I love the idea of taking steps toward being more green and managing resources efficiently–and getting guests to invest in that future makes a lot of sense.
Thank you! I’m so glad that landed with you. I’ve seen how delighted guests are when they are invited into the vision. With transparency and purpose, they’re more than willing to walk the journey with you. Here’s to more conscious hospitality choices that benefit both people and the planet. And making sustainable hospitality a mindset shift.