World Panel
Viewpoint11 December 2019

Sustainability goals... is the window of opportunity for hotels closing?

2020 C-SUITE World Panel

— 12 C-Suite executives shared their view

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This viewpoint was created by
Willy Legrand , Professor of Hospitality Management at the IUBH International University
Marloes Knippenberg
CEO of Kerten Hospitality

For us, sustainability aligns with the innovation introduced by the future generation of hoteliers, such as the thought-provoking ideas presented at #GENIO2019 which so inspired a large hospitality leadership team last month.

Historically, the hospitality industry's emphasis has been on waste, conservation and recycling. Today, times have changed and unless we really hear what the New Generation has to say and how they apply technology to push the sustainability agenda forward, we will become irrelevant.

That is why Kerten Hospitality has gathered a team of GenZ-ers to drive our sustainability programme. They are intensifying our collaboration with hotel schools, developing case studies and looking at how we can really make a difference in everything from waste management to re-using rainwater and maximising the use of solar.

Significantly, this team has grown up with smartphones, maintains a focus on health/wellness and prefers authentic experiences, shopping at bio farms and drinking vegan smoothies. Their lifestyle preferences have shifted the sustainability agenda in a meaningful way. For instance, our projects empower guests to contribute to the wellbeing of local eco-friendly farms and communities, engage in volunteer travel or bee and turtle saving expeditions, along with the implementation of savings for sustainable-related initiatives.

These initiatives give voice to the New Generation and this is what we believe will set us on the right path to sustainable solutions.

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