Sustainability in Hospitality: Real Change or Greenwashing?
📈 Who? Nicolò Rolle, CCO of Lybra Tech (Zucchetti Group), questions the sustainability practices in the hotel industry. What? He highlights issues like "eco-branding" and the need for operational changes over mere certifications. How? By adopting energy and water efficiency, minimizing food waste, smarter staffing, and ethical procurement. Why? To ensure sustainability is integral to operations rather than just a marketing tactic. Challenges include short-term focus, fragmented tech, and transparency fears.
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