A new industry study conducted by Accor, Booking.com, and the University of Surrey has identified the most effective ways hotels can encourage guests to adopt more sustainable travel behaviors.
With 83% of travelers stating that sustainable travel is important to them, the challenge for hospitality providers lies in turning intent into action—and this research offers solutions.
The study, titled “Engaging Travelers to Embrace More Sustainable Behaviors,” examines how hotels can refine their sustainability messaging to better engage guests while avoiding skepticism. The research also highlights how sustainability efforts in hotels can feel restrictive rather than enjoyable, impacting guest satisfaction. By focusing on four key recommendations, the study offers actionable insights to help hotels encourage responsible travel choices in a way that resonates with guests.
How Hotels Can Effectively Engage Guests in Sustainability
The study, which included interviews, behavioral experiments, and real-time physiological monitoring, identified four essential strategies that can positively influence guest behavior while ensuring that sustainability efforts align with comfort and pleasure.
1. Be Transparent and Specific About Sustainability Practices
Rather than making broad claims like “eco-friendly” or “green,” hotels should provide clear, specific examples of their sustainability efforts. Research showed that when guests were given concrete information about how they could help reduce food waste, skepticism dropped from 46% to 21%. Guests are more likely to trust and engage with sustainability efforts when they can see exactly how their actions contribute to the hotel’s mission.
2. Balance Sustainability with Comfort and Enjoyment
Many travelers associate sustainability with inconvenience or sacrificing comfort. However, the study found that when hotels frame sustainability as an enhancement to the travel experience—such as promoting scenic train rides or farm-to-table dining—guest satisfaction increases dramatically. In fact, sustainability messages focused on pleasure and comfort increased positive emotions by 145% and 475%, respectively.
3. Empower Guests Rather Than Dictate to Them
Research revealed that guests react negatively to directive language, such as “limit your water use” or “reduce energy consumption”. Instead, hotels should use messaging that encourages informed choices rather than imposing restrictions. By sharing local sustainable options, such as public transport schedules or eco-friendly attractions, hotels can position guests as active participants in sustainability efforts rather than passive recipients of rules.
4. Make Sustainability Feel as Natural as Home
Many travelers want to maintain their sustainable habits while away from home, but hotel processes often create barriers that discourage them from doing so. Messaging that evokes familiarity and trust, such as emphasizing recycling options, refillable amenities, or locally sourced dining, was found to double guests’ perception of responsibility and significantly reduce skepticism.
The Science Behind the Study
The research was conducted in two phases, beginning with 24 in-depth interviews with 100 guests from the US, Germany, France, and India. These interviews explored how sustainability influenced booking decisions, travel experiences, and guest expectations. The second phase used advanced behavioral research, including eye tracking, galvanic skin response, and facial analysis software, to measure guests’ subconscious reactions to different sustainability messages.
A New Standard for Sustainable Hospitality
Leaders from Accor, Booking.com, and the University of Surrey emphasized that this research can help hospitality providers overcome common challenges in sustainability communications.
Jordane de Villaret, VP of Sustainability Marketing & Communications at Accor, stated:
“Too often, sustainability messaging in hospitality is vague, leaving guests unsure of how to contribute. This research provides practical guidance to create clearer, more impactful messaging that truly engages guests in our sustainability journey.”
Danielle D’Silva, Director of Sustainability at Booking.com, added: “Many hotels have strong sustainability initiatives in place, but engaging travelers remains a challenge. This study helps bridge that gap, offering strategies to make sustainable choices more intuitive and rewarding.”
With the release of this study, hospitality providers now have evidence-based strategies to create sustainability messaging that is both engaging and effective. By implementing these insights, hotels can play a more active role in shaping the future of sustainable travel—ensuring that guests feel empowered, comfortable, and inspired to make responsible choices during their stay.
