Five priorities for sustainable hospitality for 2026

As we prepare for 2026, here are five things that the hospitality industry should prioritize:

• Doing the work. The challenge is clear and we know what we need to do. It is time to lean into the task.
• Owning it – and spreading the word. At a time when many are greenhushing to avoid attention and criticism, we must continue to tell the story of our work. We must normalize talking about our commitments to the environment and hospitality for all. When we greenhush, we lose sight of the great support we have in the hospitality industry and with our clients.
• Changing systems. While much is made of the size of our industry and the economic impact of tourism, we don"t seem to make much noise. While we work on improving our operations, we must also advocate for change in other parts of the economy. For example, we should use our market power to ensure that utilities adopt renewable energy production, waste processors operationalize real solutions for recycling, and suppliers find alternatives to plastics.
• Working together. The challenges are great, and we need to work together to find solutions. While I think collaboration is one of our industry, this is not the time to be complacent. Collaboration takes commitment and energy: now is the time to double down and work toward shared goals for more sustainable hospitality.
• Focus on The Why. We do this work because we want to make the world better. Keep working!