How eco-travelers are fueling hotel industry’s sustainability drive
The luxurious and laid-back Bucuti & Tara Beach Resort in Aruba has been singled out by TripAdvisor as the most romantic hotel in the Caribbean for six years running. But you might never guess that the adults-only retreat, with 104 elegant, modern rooms, is also one of the most sustainable hotels in the world.
That’s because more than 20 years ago, Bucuti & Tara Beach Resort owner Ewald Biemans found himself in an uncomfortable situation: A German guest at the Aruba hotel became upset when staff served him beer in a single-use plastic cup instead of a reusable container.
The reaction stuck with Biemans, a 75-year-old environmentalist who decided to ban single-use plastics and styrofoam shortly after. Since opening Bucuti & Tara in 1987, Biemans has been relentlessly focused on making it as environmentally friendly as possible—to the point where it remains the only hotel in the Caribbean boasting a carbon-neutral certification.
Bucuti & Tara is one of a growing number of hotels focused on natural resources, as travelers and investors increasingly seek more information about how hotels approach sustainability and how their trips impact the environment.
From small boutiques to large chains, hotels all over the world are setting goals to not only cut down on water, electricity, and waste but also seek out suppliers that follow the same guidelines.
Yet a lack of clear standards when it comes to defining sustainability in supply chains can leave travelers confused about how these efforts compare to those of competitors, how these standards are regulated, and their overall impact on the environment. To solve this, hotels are increasingly seeking third-party certifications to audit their operations in addition to setting their own goals.
“Our data is showing that [customers are] voting with not just their wallets, but with their wallets and their value sets,” said Kristin Campbell, Hilton Worldwide’s general counsel and chief ESG officer.
Travelers’ interest in the environment has been growing steadily for years, but hotel executives say the pandemic was an inflection point inspiring people to reflect on their own role in climate change.