Why Guests Choose Green Hotels: Sustainability in Hospitality
Sustainability in hospitality is no longer a niche idea nowadays. It’s a business driver. Across the globe, travellers are prioritising eco-friendly stays. Hotels that embrace sustainability are seeing stronger bookings, better reviews and even higher revenue.
According to Booking.com’s Sustainable Travel Report, 76% of travellers say they want to stay in eco-friendly accommodations, while a survey by Operto found that 85.6% of guests are willing to pay more for eco-friendly hotels.
In other words: going green isn’t just good for the planet, it’s good for your business as well.
The Global Shift Towards Eco-Friendly Hotels
Over the past decade, sustainability has gone from a “nice-to-have” to “must-have”.
In 2016, just 62% of travellers preferred eco-sustainable accommodation.
By 2021, that number had jumped to 73% (Wubook).
Today, it’s approaching eight out of ten travellers worldwide.
This trend is particularly strong among younger generations. Millennials and Gen Z travellers are especially conscious of the environmental impact of their choices and expect hotels to align with their values.
Sustainability in the Middle East: A Growing Priority
The UAE and the wider Middle East are catching up quickly when it comes to sustainability in hospitality. Environmental consciousness is becoming a key factor in guest decision-making. A recent survey by Premier Inn Middle East revealed that:
81% of guests consider environmental protection very important.
79% say a hotel’s sustainability practices influence their booking decisions.
These numbers reflect a broader regional trend: businesses across industries are recognising that sustainability is no longer optional. Travellers and clients alike are more aware of environmental issues. Businesses that fail to demonstrate responsibility risk falling behind competitors.
In markets like Dubai, where hospitality competition is fierce, sustainability is emerging as a differentiator. Guests increasingly expect hotels to implement measures such as energy-efficient lighting, water conservation strategies, waste reduction initiatives and eco-conscious service practices. Beyond hospitality, this shift signals that customers are aligning their preferences with global sustainability trends, making green practices a priority across sectors.
Why Guests Choose Green Hotels
Guests don’t just want “eco-friendly” as a buzzword. They’re looking for visible, credible practices. Top reasons include:
🌍 Reducing plastic waste: Guests increasingly notice (and avoid) hotels that rely on single-use plastics.
💧 Sustainable amenities: Filtered water stations, refillable toiletries and energy-efficient systems create a premium yet responsible experience.
📈 Trust and transparency: Clear communication about sustainability efforts, like certifications (Green Key, LEED) or reporting, builds trust and loyalty.
🏨 Aligning with values: Guests feel good knowing their stay supports a hotel that cares about the environment.
The Business Case: ESG Meets ROI
For hoteliers, investing in sustainability is about far more than reducing carbon footprints (check out our carbon footprint calculator) or ticking boxes on an ESG report. It’s increasingly proving to be a smart business strategy with measurable returns.
First, there’s the impact on bookings. Eco-conscious travellers represent one of the fastest-growing customer segments. They actively seek out properties that align with their values. Hotels that showcase sustainable initiatives, from eliminating single-use plastics to installing energy-efficient systems, are not only more discoverable on booking platforms but also more appealing to this expanding audience.
Then there’s the opportunity for premium pricing. Research consistently shows that guests are willing to pay extra for eco-friendly stays, in some cases up to 25% more per night. By positioning sustainability as part of the guest experience, hotels can differentiate themselves from competitors and command higher room rates without compromising occupancy.
Sustainability also enhances brand reputation. Today’s travellers are vocal about their experiences, sharing them through online reviews and social media. A visible commitment to green practices doesn’t just make guests feel good about their stay. It often translates into stronger ratings, repeat business and word-of-mouth recommendations.
Finally, there’s the corporate dimension: ESG compliance. Many hotels are now under pressure to demonstrate progress on environmental, social and governance (ESG) goals. Embedding sustainability into daily operations allows hotels to not only meet these expectations but also showcase their commitment in investor reports, franchise requirements and government-driven sustainability benchmarks.
In short, sustainability doesn’t just serve the planet. It strengthens a hotel’s bottom line, brand equity and long-term competitiveness.
Green Hotels Win
The evidence is clear: sustainability sells. With over three-quarters of travellers actively seeking eco-friendly accommodations and 85% willing to pay a premium for greener choices, hotels that embrace sustainability don’t just do good. They see measurable business benefits. From increased bookings and higher room rates to stronger brand loyalty and positive reviews, going green is a strategic advantage.
But awareness alone isn’t enough. Guests notice visible, credible actions, such as plastic-free amenities, energy-efficient operations and transparent communication about ESG efforts. And that’s where smart solutions come in.
At Sprudel, we help hotels, restaurants and offices provide premium drinking water experiences without the waste of single-use plastics. Our sustainable still and sparkling water systems make it easy to improve guest satisfaction while reinforcing your property’s commitment to the planet.
Take the next step today: discover how Sprudel can support your journey toward a greener, more profitable hospitality experience. Your guests and your bottom line will thank you. Get in touch today!
