What (or who) helps hospitality companies improve faster? Consumer-led campaigns on plastic straws have pushed many hospitality companies to consider alternatives or simply ban single-use plastics. So far, however, the vast majority of guests still choose their hotels mainly by location and price. Using levers such as taxation or legislation, governments are also increasing the pressure. Recent examples include the European Union's ban on a series of single-use plastics such as cutlery, straws, and stirrers by 2021. Many states across the US are implementing similar bans. Beyond plastics, carbon pricing initiatives are in place or planned in more than 45 countries. The EU's Energy Performance of Buildings Directive requires all new buildings to be nearly zero-energy (NZEB) by the end of 2020 and existing buildings to transition towards NZEB by 2050. Finally, the hospitality industry's self-regulation and voluntary codes of conduct are considered popular approaches in dealing with sustainability challenges, but at times with limited success. Facing mounting environmental issues, are all three parties (government, consumer, industry) playing an equally important role? Do consumers have the foresight to act as a useful lever of change? Taxes and legislation are in the pipeline across the globe, so what needs to be done today to minimize the risk of getting hit? And how about driving consumer behavior change through inspiring guest experiences?

Roger Allen
Roger Allen
Group CEO of RLA Global

It is clear that over the past 18-months the consumer's voice and opinion has undeniably built a momentum and consensus for widespread sustainability change. Furthermore, in the past few months, the hospitality industry has responded and once a few of the larger international hotel brands announced sustainability initiatives, it was incredible how quickly so many other hotel brands joined what seemed like a procession given the almost daily sustainability announcements from a different brand. It is truly wonderful news that the hospitality industry is now getting behind sustainability initiatives in numbers! However, I do wonder how many where motivated by the right reason or was this more a case of having to be reactive for concern of bad public relations if they didn't. Am I being cynical? Or it really doesn't matter 'why'. 

The hospitality industry has always been about the guest, ever since the first inn opened in the sixteenth century and nothing has changed since. Consumer voice for sustainability change is forcing the hand of the industry and the hospitality industry must respond.   

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