As academics specializing in the travel and hospitality industry, we have trained and advised dozens of companies in their journey towards sustainable businesses. There is so much more sustainability than just the standard greenwashing statements.
Today, hotels are greatly dependent on a limited number of reservation platforms. A significant feature of these platforms is guest evaluations, which are transformed into ratings and rankings. Consumers pay growing attention to user-generated content and a hotel's position in comparison to competitors can have a significant impact on demand for bookings.
Society both likes and fears the concept of disruptive innovation. We like to experience new ways of traveling and creativity in cooking dishes; at the same time, we may be somewhat anxious or even afraid of getting into a self-driving car or eating something cooked by a robot chef.
For luxury hotels, coming up with new ideas for innovation is one of the hardest things. However, looking outside the industry, there are some examples of pioneers presenting practical, tangible ideas for overcoming some of the typical barriers to innovative thinking among luxury hoteliers.