Insights from Accor, Booking.com and the University of Surrey on effective sustainability messaging in hospitality
Feb 28, 2025
A recent joint report from Accor, Booking.com and the University of Surrey explores how travelers can be encouraged to make more sustainable choices during their stay. While many guests express a desire to travel sustainably, skepticism and uncertainty about their role in sustainability initiatives often hinders action. The study highlights the importance of effective messaging in bridging the gap between intention and action, and provides insights into how hospitality providers can better engage guests in sustainability efforts. Through behavioral research, interviews and advanced psychological analysis, the study provides practical recommendations for improving sustainability communications in the hospitality industry.
Key takeaways
- Make sustainability messaging clear and actionable: Avoid vague claims like “eco-friendly” and instead provide specific, transparent details about sustainability practices. Guests respond positively when they understand their role, such as reducing food waste, which significantly reduces skepticism;
- Balance sustainability with comfort and enjoyment: Travelers often associate sustainability with restrictions. To counter this, hotels should highlight enjoyable and sustainable experiences, such as scenic train rides or locally sourced cuisine. Messaging that links sustainability with pleasure and comfort significantly increases guest satisfaction;
- Empower guests rather than dictate behavior: Assertive language such as “limit your water use” can create resistance, while an encouraging, informative approach fosters cooperation. Providing options such as public transportation schedules makes guests feel like active participants rather than pressured;
- Encourage familiar sustainable habits from home: Many travelers want to maintain their green habits while traveling, but often feel constrained. Messaging that evokes familiarity and a sense of home makes sustainable actions more intuitive and encourages long-term engagement.
Get the full story at Accor
