Florian Kaefer

PhD, Founder & Editor, Sustainability Leaders Project

Florian KaeferFlorian is the Founder and Editor of the Sustainability Leaders Project (, dedicated to sharing the insights and stories of sustainable tourism change-makers around the world: inspiring professionals, pioneering businesses and leading destinations. Florian is also the Founder and Editor of The Place Brand Observer (, an online magazine, think-blog, research hub and knowledge platform at the service of those in charge of the development, management and promotion of places, including neighborhoods, cities, regions, destinations and countries.
Insights by Florian Kaefer (8)

The Best Sustainability Resources: Knowledge for Responsible Hoteliers

For the technical stuff, a GSTC accredited certification organization. For sustainability leadership insights, stories, advice (e.g. how to get started, how to succeed, pitfalls to avoid,.

The price of hotel sustainability: willing-to-stay and willing-to-pay?

Rather than focus on sustainability, communication should center on more fulfilling experiences that guests will enjoy and the higher quality which such measures often mean. This combined with sharing stories of people and communities who are part of it or benefit.

Driving Resiliency and Sustainability in Hospitality: Five Priorities for 2021

At The Place Brand Observer, together with the Sustainability Leaders Project, we recently published a white paper that summarizes the views of tourism and sustainability experts around the world on how to resume tourism sustainably, after the pandemic.

The (Green) Recovery Imperative: Hospitality Re-Set Or Bouncing Forward?

Whether hoteliers will do what they can to use the current crisis as an opportunity to be (better) prepared and (more) resilient when the next crisis hits - and the climate emergency for many destinations will be a question of survival - probably depends on their own values and purpose of doing business.

The Future of Sustainability Certification: Micro-Certification?

Micro-certification - while certainly useful for hospitality businesses in that they could pick what they need and thus experience a lower entrance barrier to sustainability assessment - would complicate things as customers have no idea what kind of factors contribute to a specific badge or label.
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