Findings from research that we conducted in the Netherlands suggest that guests are increasing willing to support or even push for sustainability. However, they also argue that hosts should take responsibility first. On the other side, hosts repeatedly stated that guests are generally not interested in sustainability.
I will only address part of the question, in my view, it is also important to see which actor does what, at what point in time. We can easily recognize certain stages of innovation in the process towards a more sustainable industry.
Basically, several factors always play a role. In the hotel and hospitality industry, there are always new trends and customer needs. Sustainability is increasingly becoming the focus of the industry's increasing demand. But if the hotelier or restaurateur does not recognize this and is not convinced that he should be more committed to environmental and climate protection in order to remain marketable, then the processes will not change.