A recent industry report found that hotel sustainability is no longer just a side project, but a key factor in driving revenue. According to Uniqode’s 2026 report, Sustainability in Hospitality: The Operational Playbook for Hotels, eco-certified properties see up to 24.5% higher booking share than uncertified competitors. Travelers are also willing to pay a premium to stay in eco-conscious accommodations, with a reported 5% increase in willingness to pay for sustainable options.

Key Findings

The report highlights the importance of sustainability in the hospitality industry, with 67% of travelers having encountered misleading environmental claims during a hotel stay. Greenwashing, or making environmental claims that can’t be substantiated, is a common issue in the industry. However, the report notes that this is often due to a documentation gap between what a property claims and what it can verify.

To address this issue, the report recommends that hotels focus on measurable outcomes and evidence-based claims. This can include replacing paper touchpoints with QR codes, which can help reduce waste and generate first-party guest data. The report also emphasizes the importance of transparency and honesty in sustainability claims, noting that specificity beats sentiment when it comes to communicating sustainability efforts.

Takeaways for Hotels

So what can hotels do to improve their sustainability and drive revenue? The report recommends starting with a paper touchpoint audit and replacing one touchpoint with a digital alternative. Hotels should also focus on measurable outcomes and evidence-based claims, and communicate their sustainability efforts in a transparent and honest way.

Original reporting: El Paso News (HLL/CB) — read the source article.