Sustainability is no longer a checkbox, it’s a business imperative. Today’s travellers are not only aware of their environmental impact, they are actively choosing hotels that share their values. Research consistently shows that eco-conscious guests are more likely to return, spend more, and recommend a property that demonstrates an authentic commitment to sustainability.

Yet many hotels face the same challenge: they implement meaningful green initiatives, reducing energy use, sourcing locally, cutting down on waste, without telling the story in a way that resonates with their guests. The result? Missed opportunities to turn sustainability into both loyalty and revenue.

Cristina Blaj, CEO of Open Revenue Consulting and  Userguest’s brand ambassador, has seen this transformation up close:

“When hotels communicate sustainability authentically, they get their guests’ commitment to join into their programmes. This turns sustainability from  a cost centre into a growth driver. Guests don’t just notice—they reward it with repeat stays and stronger trust in the brand.”

Making Green Initiatives Visible

The key is to integrate sustainability into the guest journey. This means more than adding a line on the website - it’s about showing impact at the moments that matter. 

For example, highlighting eco-certifications during booking, informing guests about waste-reduction programmes on-site, or encouraging participation in green initiatives during their stay.

How Userguest Supports Sustainable Growth

This is where Userguest makes the difference. By personalising the on-site experience, hotels can surface sustainability stories with precision - ensuring the right guest sees the right message at the right time. 

Whether it’s nudging eco-conscious travellers to book direct, showcasing the positive impact of community projects, or highlighting sustainable packages, Userguest empowers hotels to align their commercial goals with their environmental values.