Sustainability is no longer just a trend—it’s a bottom-line issue. Travelers demand it, corporate clients prioritize it, and investors scrutinize it. And for hospitality leaders, it’s about staying competitive and profitable. That’s right: Implementing sustainable and Environmental, Social, and Governance (ESG) practices boost revenue, cut costs, and boost brand reputation.
Here’s what Sarah Dietrich, Business Development Manager at Warwick Conferences, recently told us: “Venues will take another step forward on their sustainability journey in 2025 as they implement five-year plans towards net zero by 2030. ESG will be a laser focus.”
In this blog, we’ll explain why sustainability makes financial sense, the key role executives play in driving change, and how to measure (and prove) your impact. Plus, we’ll wrap things up with a sustainability checklist to help you turn strategy into action.
The ROI of sustainability
Today, forward-thinking hospitality leaders aren’t asking if they should invest in sustainability. They’re asking how fast they can implement changes that drive revenue, cut costs, and strengthen their brand. Let’s take a closer look at why sustainability is good for business:
1. Brand reputation = higher revenue
When event planners source hotels and venues, they’re looking for brands that align with their values—much like guests. Cvent’s 2025 Planner Sourcing Report revealed that for 12% of event professionals, sustainability is one of the most influential factors when submitting an RFP to a hotel or venue.
For travelers, a 2024 Booking.com survey found 83% of global travelers said that traveling sustainably is important to them.
2. Cost savings that add up
Sustainability can lower operating expenses in big ways. For example, MeetGreen, a conference and event management company and sustainability consulting firm, started measuring its efforts in 2008 and has saved clients $5.3 million. Three key ways to get sustainable and save costs are:
Energy Efficiency: LED lighting, smart thermostats, and solar panels reduce electricity costs. 57% of those travelers surveyed by Booking.com said they intend to reduce energy consumption on future trips.
Water Conservation: Low-flow fixtures and water recycling systems cut utility bills.
Waste Reduction: Food waste programs and recycling initiatives minimize disposal costs.
3. A magnet for investors and corporate buyers
Sustainable hotels attract investment dollars. The World Green Building Trends report reported that about two-thirds of owners and developers believe that green building will increase a new building’s asset value by 6% or more.
ESG-conscious investors prioritize businesses that demonstrate long-term resilience, risk management, and sustainability leadership. Many corporate travel programs also have ESG requirements, meaning sustainability can be the deciding factor in securing major contracts.
Your role in the sustainability shift: Leading the charge
Sustainability should be a priority for the whole organization, from executive leadership to the sales and marketing department. Every department has a role to play in making sustainability a competitive advantage. Here’s how.
For CEOs and executive leadership
Embed ESG into your business strategy—this isn’t a side project, it’s a core business pillar.
Align sustainability goals with profitability (because yes, they go hand in hand).
Make leadership accountable with clear sustainability KPIs and reporting.
Insider tip: Create a culture where employees feel empowered to suggest and implement green initiatives.
For operations and IT
Invest in smart energy management (think AI-powered HVAC, LED lighting, and motion-sensor technology).
Reduce water waste with low-flow fixtures and greywater recycling systems.
Use IoT and data analytics to track sustainability performance in real time.
Insider tip: Optimize your event spaces with smart tech. Use AI-driven room booking systems to automatically assign meeting spaces based on occupancy needs, reducing unnecessary heating, cooling, and lighting usage.
For sales and marketing
Corporate clients and event planners care about carbon footprints—highlight your green certifications and sustainable initiatives on your Cvent Supplier Network profile.
Be transparent in marketing. Avoid vague “eco-friendly” claims—guests and event planners want proof.
Offer sustainable perks, like carbon-neutral event packages or incentives for guests who opt out of daily housekeeping.
Insider tip: Feature sustainability in your loyalty program. Reward guests for eco-conscious behaviors like using refillable bottles or choosing paperless check-in.
For event professionals
Offer carbon-neutral events with energy-efficient venues, digital materials, and plant-based catering.
Work with local vendors to minimize transportation emissions and support the community.
Track and report sustainability metrics for events—corporate clients increasingly demand it.
Insider tip: A growing number of companies require sustainable event options as part of their procurement policies. Hotels that offer them have a major advantage.
Transparency matters: Don’t say it, prove it
Sustainability claims are everywhere, but guests, event planners, corporate clients, and investors aren’t buying vague promises anymore. They want proof. Greenwashing—saying you’re sustainable without real action—can tank brand trust and even lead to legal trouble.
The way forward? Full transparency backed by data.
What guests and clients expect
Clear, measurable sustainability efforts: Saying you’re “eco-friendly” isn’t enough. Travelers and corporate buyers want specifics: How much waste have you reduced? What’s your carbon footprint? Are you using renewable energy?
Accessible data & reporting: Companies booking corporate travel and events increasingly require ESG reporting. If you can’t provide real numbers on your sustainability efforts, you’ll lose out to competitors who can.
Certifications that matter: Recognized labels like LEED (Leadership in Energy and Environmental Design), Green Key, and EarthCheck give your claims credibility. Display these on your CSN profile for event planners to see!
Key metrics to track and share
Want to be taken seriously? Start tracking these:
Energy consumption – Show reductions in electricity, heating, and cooling use.
Carbon footprint – Measure and report emissions from hotel operations.
Water conservation – Track water usage and efforts to reduce waste.
Waste management – How much waste is being recycled, composted, or diverted from landfills?
Sustainable sourcing – Percentage of locally or responsibly sourced food and materials.
The risk of staying silent
Lose trust, lose business: Greenwashing scandals have led to major PR disasters for hotels that overstated sustainability claims.
Missing corporate contracts: Many companies have sustainability mandates for hotels they book. No transparency? No deal.
Regulatory pressure is growing: Governments worldwide are tightening ESG reporting regulations. Proactive reporting now avoids compliance headaches later.
Sustainability in action—hospitality brands leading the way
Hotels around the world are proving that green initiatives drive real results. From cost savings to increased guest loyalty, here are five examples of hospitality brands making sustainability a competitive advantage.
Hilton: Cutting carbon and saving millions
Hilton has committed to cutting its carbon footprint in half by 2030, and the results are already showing.
Between 2008 and 2018, Hilton cut their carbon emissions by 34%, waste by 41%, energy use by 24%, and water use by 20%. Here’s how:
Energy Efficiency: Smart thermostats, LED lighting, and advanced energy management systems have reduced energy use by 20% across properties.
Food Waste Reduction: The company partnered with food donation programs to divert excess food from landfills.
Smart building practices: Hilton has committed to continually improving the quality of refurbishments and creating hotels that use little energy and water.
These initiatives have saved Hilton one billion in operating costs while boosting corporate bookings from ESG-conscious clients.
Marriott: Water conservation and sustainable sourcing
Marriott International implemented several sustainable operations. Since 2016, it has cut carbon by 24.6%, and in 2022, 2.1% of electricity was sourced from renewables.
Reducing water consumption per available room through low-flow showerheads and toilets and smart irrigation systems to reduce outdoor water use.
Approximately 90% of Marriott’s premium and select brands had phased out single-use plastics in hotel rooms.
As of 2022, over 5,500 electric vehicle charging stations have been installed at Marriott properties worldwide.
These changes have drastically cut water waste, earning Marriott recognition from sustainability-focused travelers and corporate clients.
1. Hotels: A luxury brand built on sustainability
1 Hotels has positioned itself as the go-to luxury brand for eco-conscious travelers by integrating sustainability into every aspect of operations. All 1 Hotels are minimum LEED or BREEAM certified or are in the process of being certified, and to date, they have offset 46,612 tons of CO2.
100% Renewable Energy powers all locations.
Reclaimed wood and natural materials are used in design and construction.
Organic, locally sourced food minimizes transportation emissions and supports nearby farmers.
Their commitment to zero waste and carbon neutrality has made 1 Hotels a leader in sustainable luxury—and a magnet for high-end travelers willing to pay a premium for eco-conscious stays.
2. MGM Resorts: Solar power and carbon offsets
MGM Resorts has made major investments in renewable energy and emissions reduction. They invested over $68 million in energy efficiency between 2007 and 2021.
The largest solar array on the Las Vegas Strip, providing 90% of daytime energy for its resorts.
A robust carbon offset program that helps reduce the environmental impact of large-scale events and conferences.
MGM’s sustainability efforts have led to $10 million+ in annual energy savings, while also attracting major corporate clients looking for eco-friendly meeting spaces.
3. The Lodge at Spruce Peak (Vermont): Sustainability and regenerative tourism
This mountain resort goes beyond sustainability—it actively improves the environment with regenerative tourism initiatives. In fact, it has now achieved the Audubon International Platinum Green Lodging Certification.
Reforestation projects allow guests to participate in tree-planting programs.
On-site composting turns food waste into fertilizer for local farms.
Locally sourced materials reduce supply chain emissions.
The Lodge has become a case study of how eco-conscious tourism can benefit both the environment and the local economy.
The ultimate sustainability checklist: Quick wins and long-term goals
Sustainability doesn’t have to be overwhelming. Whether you’re just starting or looking to level up your ESG strategy, here’s a clear, actionable checklist to make real progress—fast.
Quick wins (start today!)
These are low-cost, high-impact changes that drive immediate sustainability benefits.
Ditch single-use plastics: Swap out plastic straws, stirrers, and water bottles for reusable or compostable alternatives.
Optimize housekeeping: Offer opt-in room cleaning and linen reuse programs to cut water and energy use.
Upgrade lighting & thermostats: Install LED bulbs and smart thermostats to reduce energy waste.
Go digital: Switch to e-receipts, mobile check-ins, and digital room keys to cut paper waste.
Rethink food waste: Partner with food rescue organizations or compost food scraps to divert waste from landfills.
Train your team: A sustainability program is only as good as the people running it. Educate staff on best practices and empower them to contribute ideas.
Optimize your CSN profile: Display your property’s sustainability information on your CSN profile using your FAQs. Ask Cvent to tag you as environmentally friendly so eco-minded planners can find you easily.
Offer 3D floor plans: Use 3D floor plans rather than in-person site visits to reduce carbon emissions as well as event costs.
Long-term goals
For above-property leaders, long-term sustainability efforts require strategic planning and investment—but the returns are worth it.
Green certifications: Work toward LEED, Green Key, or EarthCheck certification to validate your sustainability efforts.
Invest in renewable energy: Solar panels, wind power, and battery storage reduce long-term energy costs.
Regenerative tourism: Go beyond “sustainable” and actively improve the environment by restoring local ecosystems and funding conservation efforts.
Water recycling & greywater systems: Reduce water waste by treating and reusing water for non-drinking purposes.
Sustainable supply chains: Audit vendors to ensure ethical sourcing of food, materials, and guest amenities.
Advanced ESG reporting: Use AI-driven tracking tools to measure energy use, carbon footprint, and waste reduction in real time.
Now it’s time to up your sustainability game!
The future of hospitality is green, and by leading the charge, you could increase revenue, cut costs, and contribute to saving the planet all at once. Every department in a hotel or venue has a role to play, and by implementing small and large initiatives, you could create a culture of sustainability that makes a difference.
Want to learn more? Download our eBook: The Ultimate Guide to Sustainable Meetings for Venues for more tips, insight, and real-life examples of sustainability in action.
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