The hospitality industry's path to a sustainable future
10 de octubre de 2025
Hotel Sustainability: Keys to Making the Future of Hospitality Profitable
Sustainability is no longer an option in the hotel industry: today it is a strategic and business imperative. It is not only about reducing the environmental footprint but also about ensuring people's well-being and long-term profitability.
Brands like
Montage International and
Radisson demonstrate that it is possible to
balance purpose and profit by integrating sustainable practices into the core of their business model.1. The Real Challenges of Hotel Sustainability
Adopting a sustainable approach involves significant challenges:
- High costs and uncertain ROI: implementing sustainable practices requires investment, and sometimes the return is not immediate. Large chains have the responsibility to lead the way and set precedents.
- The risk of greenwashing: when actions are not integrated into a global vision, they are perceived as an empty marketing gesture. Sustainability must encompass the entire structure: employees, operations, and guest experience.
- Lack of resources and clear KPIs: it is still complex to define indicators that tangibly measure the economic and environmental impact of sustainable practices.
2. Sustainability as a Driver of Revenue, Innovation, and Loyalty
Beyond the obstacles, sustainability opens up new business opportunities:
- New demands and more loyal customers: more and more travelers are looking for accommodations aligned with their personal values.
- The Rison case: verified Net Zero hotels
- The Rison Manchester City Center is a pioneer as the first 100% carbon-free hotel.
- It goes further by reducing operational emissions: circular waste management, more plant-based options, sustainable amenities, and responsible corporate travel.
- First hotel brand to achieve "Net Zero" certification audited by third parties, gaining credibility and competitive differentiation.
- Montage International: sustainable luxury
- Guests expect sustainability as part of the luxury experience.
- They offer activities connected to nature: hiking, bird watching, and conservation programs.
- This transforms sustainability into an emotional experience that reinforces guest loyalty.
3. From Revenue to Sustainable Profits: The Role of Revenue Management
Sustainability also translates into
operational profitability:
- Revenue managers as agents of change
- Their forecasting directly impacts staff, food, amenities, and energy consumption.
- More accurate forecasting avoids waste and improves efficiency.
- Example: Rison saved over 2 million working hours (equivalent to 64 million euros) thanks to optimized productivity management.
- Efficient resource management
- Montage reuses treated water for landscaping in desert destinations.
- The key is collaboration between revenue and operations to reduce water, energy, and chemical consumption.
4. Food Waste: The Great Opportunity for Impact
One of the biggest challenges (and opportunities) for the sector is food waste management:
- A global problem: food waste is the third largest emitter of greenhouse gases in the world, ahead of aviation.
- Practical and technological solutions:
- Portion control systems and smart storage.
- Machines that convert waste into compost or biogas.
- Apps to redistribute surpluses to consumers and NGOs.
- Example: the Global Revenue Forum achieved a Zero Food Waste event thanks to donations and a biodigester that transformed waste into gas for cooking at a hospital.
Conclusion: A Sustainable Future is a Profitable Future
Hotel sustainability is no longer an extra; it is
a competitive advantage and a business necessity. Integrating sustainable criteria into revenue management allows:
- Reducing hidden costs and waste,
- Retaining conscious customers,
- Differentiating the brand in an increasingly demanding market.
The future of hospitality is built on a balance:
purpose and profit, sustainability and profitability.
This and more in the next video:
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El Global Revenue Forum reúne a líderes de revenue, comercial y profit. Abril es el mes para asegurar tu plaza en el Global Revenue Forum Madrid 2026 . Un evento pensado para equipos de revenue, comercial, marketing y profit que quieren decisiones más rápidas, mejor performance y una visión más accionable. Global Revenue Forum Madrid 2026 - Un cartel de ponentes que marca el nivel Repasa el increíble cartel de ponentes que tenemos. Otra año más en el que contamos con perfiles de referencia en hotelería, cuando hablamos de revenue y profit, que aportan casos reales, aprendizajes operativos y visión estratégica: Aída Muñoz , Director of Revenue Strategy, Hotel Investment Partners Albert Pérez Llanos , Co-founder, Hospitalidad Emprendedora Alejandro García , Director of Sales, Duetto Alejandro Paez , CEO, Canarian Hospitality Alejandro Rodríguez , Dir. Corp. de Customer Experience y Calidad, Fuerte Group Hotels Alejandro Tugues , Director of Revenue Management, My Way Hotels & Resorts Álvaro Arroyal , CEO, Jaippy Amaya Lacambra , Directora Estrategia Comercial y RM, Vincci Hoteles Armando Rodríguez , Chief Commercial Officer, HD Hotels Beatriz Miguel , Directora General, Ilunion Hotels Bernat Vicens , CEO, Fergus Group Biel Martí , Director Comercial, Summum Hotel Group Carlos Escoda , CEO, Alma Corporation Chema Herrero , CEO & Founder, Bedsrevenue Cristina Blaj , CEO, Open Revenue Consulting Cristina Hernández , CEO, Smyt Daniel Sánchez , Chief Revenue Officer, Paraty Tech Dario Artiola , Global VP Revenue Management, Radisson Hotel Group David Ezquerro , EMEA Strategic Partnerships, Canary Technologies Diego P. de Ponga , CEO, Port Hotels Eduardo Serrano , Partner GM, ESMA Consulting Elga Castro , Senior VP Revenue Performance, Minor Hotels Europe Enrique Domínguez , CEO & Founder, Gaia Rooms Estíbaliz Egusquiza , Revenue Director, Kora Living Fede Fuster , Presidente, ITH (Instituto Tecnológico Hotelero) Fermin Carmona , CEO & Co-Founder, Hotelverse Fernando Garrido , General Manager, ADHP Francesc González , Co-Founder & CEO, The Net Revenue Francisca García , CEO, Hoteles Casa 1800 Francisco Fernández , Managing Partner & CEO, Canarian Hospitality Francisco Quintero , Sales & Marketing Director, Landmar Hotels Giorgio Angelozzi , Director of Revenue Management & Optimization, AC Hotel Management by Marriott Gonzalo Carpintero , CEO, Odyssey Hotel Group Ignacio Gutiérrez , General Manager, Hyatt Regency Hesperia Madrid Iker Llano , Director General, Grupo Jimeno Intur Irene Guinarte , CEO & Co-founder, Wavyssa Irene Sánchez , CRO, SmartRental Irene Trujillo , CEO & Founder, LIMA Flexliving & Hospitality Jaume Vidal , Chief Revenue Strategy, AI & Commercial Planning, Barceló Hotel Group Javier Caro , Director M&A - Real Estate, PwC España Javier Espinosa , Director (Travel, Hospitality & Leisure), Alvarez & Marsal Javier García Cuenca , Vice President, Magic Hotel Group Javier Ortiz-Sánchez , CEO & Co-Founder, Sextaplanta Javier Sancho , Chief Commercial & Marketing Officer, AC Hotel Management by Marriott Javier Tausia , CEO, deLuna Hotels Jesús Rodríguez Maseda , Strategic Consulting Director, Savills Joan Lladó , CEO & Co-Founder, Stayapp Joan Sanz , GTM, Hospitech José Guillermo Díaz Montañés , CEO, Artiem José Ignacio Sánchez Butragueño , Managing Partner, Brain Trust Hospitality José M. Recio , Director de A&B, Intelier Hotels José María Ramón , CEO, Neobookings Juan Carlos San Juan , CEO, Casual Hotels Juan Gallardo , Director of Hotel Intelligence, Hotstats Juanma García , CCO, One Shot Hotels Juanda Núñez , Periodista, Smart Travel News Julia Plass , Directora de Recursos Humanos, Puro Group Luís de Diego , Chief Sales & Revenue Officer, Axel Hotels Luis Giudicelli , Brand Communication, Maarlab Marc Llobet , Director Comercial, Protel Serenissima Marta Varela , Revenue Strategy & Consulting Director, The Net Revenue Martín Aleixandre , Commercial Director DOSM, Fuerte Group Hotels Miguel Perez , Head of Revenue Operations, Pulitzer Hotels Neville Isaac , Corporate Revenue Management, Taiga Pablo Lorenzo , Corp. Dir. Sustainability & Efficiency, Lopesán Hotel Management Pablo Torres , Director, Torres Hospitality Consulting Patricia Sánchez-Bretano , CEO, Luderna Pedro Barranco , Revenue Management Director, Sani Ikos Hotel Group Pedro Sánchez , Director Comercial, Maarlab Pere Estela , Corp. Dir. Guest Experience & Wellness, Iberostar Resorts Piergiorgio Schirru , EVP & COO, Blastness Reyes Mañeru , Chief Business Growth Officer, Petit Palace Hotels Rocio Cibran , Directora General, The Westin Valencia Sebastiá Vidal , Tourism General Manager, CEI Europe Segundo M. López , VP Food & Beverage Operations, Minor Hotels Sergio Mellado , Director Corporativo Alimentos y Bebidas, Catalonia Hotels Tomás Rodicio , CIO, UMusic Hospitality & Lifestyle Toni Homar , Director Comercial, Zafiro Hoteles Conoce la agenda de debates, think tanks y talleres inspiracionales Aquí :
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