We use the B Corp impact assessment lens across governance, workers, community, environment and customers – because impact should be clear, comparable and grounded in evidence.

The 2025 edition shares our progress across four key dimensions:

• People – from our core team to the communities we serve
• Planet – from low-impact decisions to long-term shifts
• Profit – not as the goal, but as the enabler for good
• Purpose – the reason we do what we do, and the compass that keeps us on track

And how are we doing that? By living our value of Positivity (yes, we do like our Ps 😊) – because Positivity is the energy and attitude that drives everything we do.

• Our focus areas and key milestones from 2025
• What moved the needle, and what did not
• The learnings we are taking forward into 2026
• Our next priorities – with clarity on what is next

We also share where we missed the mark, what surprised us and why we stay fiercely optimistic. Because one thing is certain: there’s no going back. Only #onwards. ☻ 

Think of your sustainability report as a MAp of your hotel’s sustainability journey: why you started, where you are, where you want to go – and how you are getting there.

Yes, it includes facts and figures. But it is also a narrative – a chance to tell YOUR authentic story. Why have you started this journey? Why does the world (and its people) need your hotel? What are your (sustainability) objectives? What have you already done to reach them? What worked well? What challenges did you face? What are your next steps?

A good sustainability report makes your efforts visible and tangible. It shows your stakeholders (guests, team, investors, partners, community) what drives you and where you are heading. And it helps you to track progress.

In short: A sustainability report is not about being perfect. It's about being transparent, committed, and ready to do better.

Start with two things: define your sustainability goals and establish your starting point. Decide what matters most and what aligns with your hotel’s purpose and values. Set goals that are specific, measurable, achievable, relevant and time-bound. Whether you begin with carbon emissions, social impact or supply chains – clarity at the start makes every step easier later. Then measure where you stand: how sustainable is your hotel today? Take the assessment here.

A sustainability report succeeds when leadership sets the tone. Make it explicit that sustainability is core to your strategy, not a side project or a necessary evil. Clarify YOUR why – the change you want to see in the world – and translate that purpose into one-year goals with your team. Allocate the resources to deliver and hold the cadence.

You don't have to do everything on your own – and you shouldn't.
Assign someone (or a small team) to lead your hotel’s sustainability activities and the reporting process. Ideally, involve people from different departments: operations, housekeeping, kitchen, marketing, … 

Look for team members who bring both skills and motivation – whether it is data analysis, communication, or just a strong belief in doing better.

Already have a sustainability squad? Great! Then head to our free download The Sustainable Hotel Handbook: Introduction – it offers even more input for your journey.

You are not starting from scratch – and you do not have to reinvent the wheel. Several frameworks exist to help you structure your report:

• Global Reporting Initiative (GRI)
• United Nations Global Compact
• International Integrated Reporting Council (IIRC)

Even if you do not adopt a framework in full, it can still spark useful ideas. Choose what fits your size, target group and purpose. Our free download shows you how to write your own sustainability report, aligned with the standards above.

Still searching for even more inspiration before you start yourself? Our Communication Handbook highlights best-practice examples from hotels that are already reporting. You might want to start there.

A strong report is not written in isolation. It reflects the perspectives of the people your hotel impacts: guests, employees, suppliers, local community members, investors – you name it.

Based on your reporting framework and the first information you added and filled in: ask questions. Digg deeper. Create feedback loops. Make room for dialogue. And communicate honestly about what you are doing – and why.

Trust grows when people feel seen and heard. That applies to sustainability, too.

You do not have to prove everything on your own. Third-party verification adds credibility – and often, clarity.

External audits or certifications show that you are serious. They help you make reliable claims. And they often bring fresh ideas for improvement. For example, in 2021 we at MAp decided to walk the talk and become a certified B Corporation.

Each certification offers a structured path and sends a strong message: We care. And we are willing to be measured.

This is where everything comes together. Your sustainability report should lay out your commitments, actions, metrics and learnings – in a way that is both honest and understandable.

Share your purpose. Share your process. Share your numbers – and your next steps.

And remember: your report is not a one-time thing. It is part of your very personal and authentic sustainability journey. One that becomes more meaningful, visible and impactful over time.

We know writing your first sustainability report can feel overwhelming. That is why we've created the free template:
The Sustainable Hotel Insights: How to Write a Sustainability Report for Your Hotel

It gives you structure, guiding questions and a head start. So you can focus on what matters: your content, your impact, your story.

And if you ever get stuck – we are happy to help! ☻ 

Thank you for embarking on this journey with us! Let’s build a more hospitable and purposeful Planet – together.

Christine, thank you for taking the time to speak with us today! Before we dive in: how did you first come to Masatsch? 

Christine: I had been following Hotel Masatsch with great interest for quite some time – I was fascinated by how this concept works. My background is actually in very different fields: I worked in event management and also in the social sector, especially on topics such as care and inclusion – how to better integrate people with disabilities into everyday life. 

For me, Masatsch has always been a prime example of how this can succeed. When I saw they were looking for new leadership, I applied – and got the job. Now I am fully immersed in this unique project. At first glance it is a social initiative, yes – but at the same time, it is a perfectly normal hotel for all guests. Everyone is welcome here – with or without disabilities.

Inclusion is part of daily life at Masatsch. What makes this place so special to you? And what do you do differently from a "classic" hotel? 

Christine: Hotel Masatsch really is a special place – it has a kind of energy, if I can put it that way. Even before I worked here, I often came by just to sit in the café or have lunch at the restaurant. And every time, I felt the same thing: this place just feels good. There is a kind of positive energy here. 

Now that I am part of the team, I feel it even more. What makes this place so unique is the work with our staff with disabilities. They bring such joy and enthusiasm to their work – it is contagious. You feel it the moment you arrive. 

Every morning, one of our employees at the bar greets me with a coffee and a smile and says, "So good to see you!" Around 40 percent of our team – about 30 people – have disabilities. They work in the kitchen, service, housekeeping, or in our garden project, where we grow our own vegetables. Of course, this comes with daily challenges. We support, train, and accompany our team constantly. Many things have to be repeated and practiced often – almost like a school. But that is exactly what makes our work so meaningful.

You have a very diverse team with different backgrounds and abilities. What does it take to make this work? And what can other hotels learn from it? 

Christine: To work here, one thing matters most: genuine interest in people – and empathy. Our team is diverse and full of different strengths. You have to be willing to share knowledge, support others, and practise things together until they stick. 

Our team leads – the head chef, the service managers – carry a lot of responsibility. They are not just supervisors, but coaches, motivators, mentors. They need to be patient and adapt to each person. The overall pace is a bit slower here – and that is a good thing. 

I often say: when you work here, you automatically shift down two gears. That creates space for real connection. What can other hotels learn from this? That inclusion is not a burden – it is a huge enrichment. When people with different abilities are truly integrated, the work environment becomes more patient, more respectful, more human. And guests feel that.

Many hotels want to become more inclusive but struggle to take the first step. What are the most common misconceptions – and what really matters? 

Christine: For me, social sustainability means not just including people with disabilities – but giving them real opportunities. The biggest misconception? That inclusion is an extra task. Something "on top". But it is not about being perfect – it is about mindset. 

It takes openness, patience, and a willingness to meet people at eye level. Once you take that step, something fundamental shifts: in the team, in your interactions, and in the entire culture of the business. That is what social sustainability really means to me.

Was there a moment when you thought: this is exactly why we are doing this? A memory or experience that stayed with you? 

Christine: Yes, absolutely. One moment from this summer stands out. We hosted a group from Germany – the Pfennigparade Foundation, which supports children and young people with severe disabilities. More than 20 people stayed with us for two weeks. It was a challenge, but also a very special experience. 

On their last evening, they organised a little farewell celebration for us. One of the girls – she was maybe nine years old – could not walk at all when she arrived. She used a walking frame and needed a lot of support. On the final evening, she suddenly walked up to me unaided, beaming with pride, and handed me a thank-you note for the whole team. She said these had been her best two weeks in a very long time. 

That moment really moved all of us. It reminded me why we do what we do. Moments like that show us that this work matters. It makes a difference.

Amazing, thank you for sharing! And to finish – our Quick 5, which we ask in every MAp Client Story:

• A hotel that inspires you: Hotel Frida am Wald
• A book or resource everyone should read if they want to be more sustainable: I honestly do not have one!
• A destination on your to-travel list: Kyrgyzstan – it is at the top of my list.
• quote to live by: “Go confidently in the direction of your dreams. Live the life you have imagined. As you simplify your life, the laws of the universe will be simpler.” – Henry David Thoreau, Walden (1854)
• Your biggest wish for the future: A life full of meaningful experiences, connection, good health, and true friendship.

Accessibility is not just about someone in a wheelchair being able to enter your building. 

It's about making them want to. Because the reception is friendly. The signage is clear. The room is well thought out. And no one has to explain themselves. It's not about having perfect solutions. It is about a clear, honest intention: “We want you to feel at ease – just as you are.” 

Whether neurodivergent, visually impaired, travelling with a personal assistant or caregiver or an assistance dog – true accessibility does not start with technical norms. It starts with understanding needs. It's not about treating someone as a special case – but about making them feel like a natural part of the picture. 

Accessibility is not a request. It is part of what real hospitality means. ☻ 

1. Belonging over exception 

Inclusion starts where no one feels like an exception. Accessibility does not mean welcoming someone especially. It means remembering they might come – and making sure nothing stands in their way. Design spaces where people can move, orient themselves and feel safe – without having to explain themselves. 

Tip: Ask yourself: Where are barriers in your hotel? And how can you make belonging visible? Check your door widths. Offer quiet hours without music. Label allergens clearly. The list is long ;-)

2. Communication that connects

Accessibility often begins with a single word. Or the feeling of being understood – without having to explain. If guests cannot read, hear or process information quickly, they are left out. 

Language can exclude – or open doors. 
Simple wording, pictograms, clear check-in explanations – it is often the small things that make a big difference. Sometimes all it takes is a shift in perspective. 

Tip: Words reflect your mindset. Be mindful of phrases like “as you can see” or “have you heard?” Not everyone sees, hears or understands the way you do. That is where accessibility begins – not with complex instructions, but with language that includes everyone. Want to go deeper? Check out our Sustainable Hotel Handbook: Communication.

3. The first impression happens online

Before a guest enters your hotel, they have already been there – online. And that is where many great ideas fall apart: When websites are hard to read, bookings are complicated, or key information is hidden behind sleek design. 

Digital accessibility is not about tech. It is about respect. After all – what good is the perfect ramp if the path to it is confusing? 

Tip: Have someone test your website who struggles with orientation or invite someone from your community for a test stay at your hotel. You will learn a lot – and fast. For more, see our blog post on sustainable hotel websites.

4. Listening leads to insight

Sometimes you do not need a new concept. Just a good conversation. 

People living with limitations know exactly what they need. We just have to ask – openly, honestly, without fear. Guests who offer feedback. Team members who share experiences. Organisations that can support your journey. Listening does more than improving systems. It changes your perspective. 

Tip: Start small. Invite someone from your community to give feedback – maybe during a test stay, a walkthrough or an open conversation with your team.

5. A hotel that thinks ahead 

Accessibility does not mean having a protocol for every possible case. It means staying aware – and being ready. Ready to meet people’s needs in unexpected moments. 

A guest arrives with an assistance dog? 
A caregiver needs a separate bed in the same room? 
Someone wants to enjoy breakfast in peace, without sensory overload? 
Accessibility means: we may not have planned for it – but we are prepared. 

Tip: Bring accessibility into your team conversations – not as a list of rules, but as a shared mindset: “We ask one time too many – not one time too few. And we find solutions together.” 

Example (inspiration): Some supermarkets now offer autism-friendly shopping hours – dimmed lights, no music, no loud announcements, clear signage and a quieter checkout experience. That is what we call the curb-cut effect: small changes made for specific groups end up helping everyone.

Accessibility is not a limitation – it's an expansion. For your team. For your guests. For your positioning as a host who leads with purpose. Curb-cut effect, again: Designing with care for some often makes things better for all. From a clearly written menu to step-free access, subtitles and simple language – you reach more people, strengthen your brand and create guest experiences that leave a lasting impression. Because someone felt truly seen.

Accessibility is not about being perfect. And it does not have to be. At MAp Boutique Consultancy, we always say: progress over perfection.

That's true here as well. Start rethinking accessibility – today. Not through major renovations. But by choosing to notice more. By acting where you already can. And by creating a culture of welcome that includes everyone.

Want to go deeper? Download our free guide: 6 Principles for Social Sustainability in Hotels.
Or explore our The Sustainable Hotel Handbook: People.

#onwards

We separate two layers: 

• Sustainability communication – WHAT you communicate: facts, progress, goals, hotel green claims.
   
• Sustainable communication – HOW you communicate: clear, inclusive, culturally sensitive, evidenced and free of greenwashing. 

You need both. Big labels without proof risk greenwashing. Staying silent about real progress becomes greenhushing. Our path: show what is true – and what improves next. That is how credible, search-strong communication in hospitality is built.

We created our own Communication Handbook for hotels – practical and built for teams. It contains ten principles. Here are three of them, with short guidance and concrete examples you can publish today.

1. Transparency

In short: Transparency means naming numbers, linking sources and showing real practice. No vague words, no empty promises. State where you stand – and what comes next. 

Example A – Breakfast: 

Wrong: “Our breakfast is eco-friendly.” 
Right: “Sixty percent of breakfast items are certified organic under [label]. Meet our suppliers here. Next goal: seventy percent by March 2026.” 

Example B – Energy: 

Wrong: “We are climate neutral.” 
Right: “Emissions 2024: 312 t CO₂e. Reduction target: minus forty‑two percent by 2027. Residual emissions are offset via [project], assured under [standard]."

2. Inspiration

In short: Inspiring means encouraging action rather than moralising. Show how measures improve the guest experience – and how team and community benefit. That is how sustainability storytelling becomes tangible. 

Example A – Sleep comfort: 

Wrong: “We care deeply about sustainability in our rooms.” 
Right: “Sleep well, choose well: bed linen from [maker] with [certificate]. Washed at forty degrees and air‑dried – saves around twenty‑nine percent energy per load. Daily change on request, otherwise every two nights.” 

Example B – Community: 

Wrong: “We support local producers.” 
Right: “Eighty‑two percent of ingredients come from within eighty kilometres. This week we work with [farm, town] and [farm, town]. On the menu: [two dishes] that show the season.”

3. Clarity

In short: Clarity makes decisions easy. Use guest words, keep one message per text and add a specific call to action. This reduces barriers – a plus for inclusive communication. 

Example A – Arrival: 

Wrong: “Accessible upon request. Please refer to the usual channels for arrival information.” 
Right: “No car needed – fourteen minutes by tram 7 from Central Station, stop at our door. Step‑free access to lobby and restaurant, lift width ninety centimetres, accessible junior suite with roll‑in shower. See the route now.” 

Example B – Call to action: 

Wrong: “Learn more.” 
Right: “See the menu and book a table” | “Compare rooms” | “Join our newsletter for updates on local producers”.

Choose one visible text – homepage, rooms or restaurant – and rewrite it with Transparency, Inspiration and Clarity. One purposeful line, one number with a source, one clear invitation. Publish – learn – improve. 

Make sure you are no longer guessing or risking greenwashing. Profit from credible sustainability communication. 

If you need support or would like more information – have a look at our Communication Handbook for hotels. 

We know – this might sound like one of those things you would rather not hear. It sounds like work. It sounds like complexity. But here is the good news: it does not have to be! 

In fact, for hotels that start early, sustainability reporting can become a powerful asset – not a burden. 

The Corporate Sustainability Reporting Directive (CSRD) and the European Sustainability Reporting Standards (ESRS) will require more and more companies to disclose how they impact People and Planet.

The line between work and leisure continues to blur – and bleisure travel (Business and Leisure travel = Bleisure) is becoming the norm, not the niche. In fact, the bleisure travel market is projected to nearly quadruple by 2034 (Presedence Research, 2025). 

What used to be a short business trip is now often extended into a weekend getaway. Or even a “workation” in a location that inspires. Guests are looking for places where they can plug in, but also fully switch off. 

What this means for hotels: You need to cater to both sides of the experience – smart and professional, warm and personal.

Think: 

• ergonomic desks, great coffee and strong Wi-Fi
• co-working lounges that invite connection wellness offerings,
• flexible check-in/out, weekend extensions
• local insider tips that turn a work trip into a memory 

And yes, bleisure travellers are valuable guests: They stay longer, spend more, and often return.

What you can do now? 

• Review your room amenities and workspace features
• Create bleisure packages (weekend extensions, 2+ nights with special rates), such as our client B5 Boutique Hotel in Lugano
• Offer remote-work stays (weekly or monthly rates, with perks for longer stays)
• Communicate clearly to both direct guests and, where relevant, corporate partners
• Re-think your loyalty programmes for hybrid travellers who want flexibility and recognition

Our MAdvice: Design your offers around flexibility, purpose and experience – and you will win the travellers who want it all.

Forget the doom stories. In 2026, Artificial Intelligence is not coming for your jobs – it is coming for your to-do list. 

From guest communication to revenue management, hotels are starting to embrace AI as a practical, powerful support system (Thynk, 2024). And we are sure: The smartest ones are not using it to replace their people – they are using it to elevate them. 

Think: 

• personalised email replies that actually save time
• chatbots that handle FAQs while your team focuses on real care
• automated pricing tools that take market trends into account 

The key? Let technology do what it does best – so your people can do what they do best.

What you can do now: 

• Explore AI tools such as chatlyn tailored for hospitality
• Start small: one task, one team, one experiment
• Train your team to work with AI, not against it
• Keep the human touch at the heart of every guest interaction 

Our MAdvice: Do not fear the tech. Lead WITH it. Because the future belongs to hotels that are both human and smart.

One thing we know for sure: The future belongs to the hotels that dare. 

Trends are tools. But it is your stance that gives them meaning. The most exciting hotels in 2026 do not just follow the direction of the market – they sharpen it. They build with intention, communicate with courage, and turn values into real life action. 

So if you are working on something in 2026, do not play it safe. 
Dare to be different. 
Dare to be true. 
Dare to be the hotel only YOU and your team can be. 

That is what guests will remember and what makes a positive impact. 

We hope that this short glance ahead has provided you with empowering ideas and sustainable inspiration. Let's work together to make hotels even more innovative, sustainable, and future-proof. Thank you for joining us on our journey to shape the hotel industry of tomorrow. #onwards

We know that flying is bad for the planet. We’ve heard about plastic waste. But how much carbon does it take to send a text? Or to make a pair of jeans? 

How Bad Are Bananas? is one of those books that leaves you staring into your cup of coffee, wondering what invisible impact it carries. 

It’s not about doing less – it’s about doing things smarter. With surprising comparisons and jaw-dropping carbon maths, Berners-Lee helps us to understand what really matters in the climate conversation. Spoiler: it’s not the banana.

CO₂ – carbon dioxide – is one of the major greenhouse gases driving climate change. It’s released when we burn fossil fuels like oil, gas or coal – and through the things we produce, consume and waste. 

To compare emissions from different sources, we use a standard measure called CO₂e – carbon dioxide equivalent – which includes other powerful gases like methane and nitrous oxide. The numbers, shown in grams (g), kilograms (kg) or tonnes (t), help us to comprehend the climate cost of each action. 

For reference: 

• 1 g CO₂e ≈ 7 seconds of driving
• 100 g CO₂e ≈ 1 km by car
• 1 kg CO₂e ≈ 10 km by car or a medium steak
• 1 t CO₂e ≈ an average European’s emissions in 1 month

How Bad Are Bananas? doesn’t overwhelm you with stats – it tells carbon stories in g, kg and tonnes. A tangible, readable way to rethink our everyday choices. 

Some things are as bad as you thought (beef, frequent flying). Others are worse. And the rest? Far more innocent than you’d imagine.

#1: Bananas aren’t that bad – but wasting them is. One banana has a surprisingly low footprint: around 110 g CO₂e – that’s about the same as a kilometre in a car or a cup of oat milk coffee. But throw it away, and that footprint becomes avoidable. Globally, food waste accounts for up to 10% of all emissions. 

#2: Buying new tech has a higher footprint than using it. A single smartphone generates 55-95 kg CO₂e during its production – the same as driving 400-700 km. Most of the footprint happens before you even switch it on. Keeping your phone for just one more year makes a measurable difference. 

#3: A simple t-shirt = 4 kg, jeans = 30+ kg CO₂e. A basic cotton T-shirt emits around 4 kg CO₂e. A pair of jeans? Due to water-hungry cotton, dyeing and global transport, over 30 kg CO₂e – about the same as a domestic flight. The carbon impact of the fashion industry is bigger than all international flights and shipping combined. 

#4: A text message? Nearly nothing. A Google search? Adds up fast. One SMS emits only 0.014 g CO₂e – practically nothing. But a single email with a large attachment? Around 50 g CO₂e – the same as driving 400 metres. Multiply that across your inbox, team and organisation, and it starts to matter. 

#5: Trains are greener – but not always. Yes, trains are generally more climate-friendly (and far safer) than cars. But if just two people are travelling together, driving an efficient car can have a lower footprint than taking a first-class train. 

#6: A bouquet a week? A tonne of trouble. A weekly bouquet of out-of-season, flown-in flowers can add up to 1.5 tonnes of CO₂e per year. Grown with artificial heat or flown across continents – either way, it’s bad news for the climate. 

#7: War is the most carbon-intensive human activity. Military operations and infrastructure have some of the highest emissions on the planet – yet they’re rarely discussed. It’s a sobering reminder that peace and sustainability are profoundly interconnected – and that a just, liveable future requires both.

“But compared to 2010 I feel more hope, more fear and a good deal more urgency.”

If you see air-freight, avoid it. Vegan beats vegetarian for the climate. And when it comes to beef, lamb or hothouse-grown produce – think red flags, not green choices. 

How Bad Are Bananas? flips our understanding of climate impact on its head. It’s not about guilt – it’s about clarity. It shows us where we can make meaningful changes without losing our minds (or our love for bananas). 

At MAp, we believe that better decisions start with better questions. This book gives us exactly that. Questions that make us pause, reflect and choose better – not with pressure, but with purpose. 

Sustainability isn’t just a checklist. It’s a mindset. One that asks: How bad is it? And MAps out a better way forward. 

#onwards 

Your MAp team

Here are the key elements of a climate and social-conscious website:

A lighter website consumes less data and energy – good for both the planet and your guests’ experience. 

How? 

• Optimise image sizes
• Remove unnecessary scripts
• Avoid bloated design elements 

The result: faster loading times, lower emissions and a better user experience. A true win-win.

Where your website is hosted matters. Opt for providers that run on 100% renewable energy or at least have transparent carbon offset policies. Look for green certifications or providers listed by organisations like The Green Web Foundation.

Minimalist design isn’t just beautiful – it’s efficient: 

• Fewer pages
• Smarter navigation
• Cleaner code 

All of this helps to reduce energy consumption and increase usability. Plus, simplicity improves conversion and guest satisfaction.

Every piece of content you publish uses up energy. So ask yourself: Does it need to be there? 

Long videos, endless image galleries and autoplay features let emissions soar. Prioritise: 

• Quality over quantity
• Compressed, efficient formats (e.g. SVG, WebP)
• Static content where possible 

Bonus: sustainability-focused content builds trust with like-minded travellers.

A sustainable website reaches out to everyone — visually and verbally. 

For visuals:

• Choose images that are inclusive, diverse and relatable to your entire audience.
• Ask yourself: are your photos appropriate for all target groups? (Tip: In our People Handbook we share the example: if a woman in an image could just as well be replaced by a plant or a puppy, perhaps the image isn’t adding real representation.)  

For language: 

• Avoid ableist language, for example phrases like “Do you see...” – not everyone is able to. 
• Be mindful with abbreviations – keep them clear and accessible. 
• Write alt tags for screen readers (not just for SEO). Rule of thumb: they’re for people who are visually impaired – not for Google. 
• And last but not least: avoid greenwashing or greenhushing. Authentic communication matters. (More on this in our handbook to transparent sustainability communication).

Tools like Website Carbon Calculator or Ecograder can help you track your site’s footprint. Measure, then improve – just like you would with any other part of your sustainability strategy.

For hotels, a sustainable website isn’t just technical – it’s part of the guest journey. It’s the first impression. A fast, green, values-aligned website says: we care.  

It can also become a powerful storytelling tool. Use it to highlight your initiatives, engage responsible travellers, and demonstrate your commitment – not just at your premises, but in your pixels. Take inspiration from the Príncipe Collection website, which was planned, designed and programmed by MAp.

Sustainability isn’t just something you install – it’s something you live, breathe and design for. That includes your digital space. 

Creating a sustainable hotel website is a practical step towards a lower-impact future – and a smarter, more engaging experience for your guests. It shows that your commitment goes beyond the obvious. It’s thoughtful, intentional, and woven into every detail – including your pixels. ☻

This is what it means to MAp out a better future.

Before we embark on crafting your sustainability story, it’s important we understand the role communication plays in sustainability. As independent and boutique hotel consultants that create sustainable hotels, we tell our clients to always communicate sustainability in a sustainable way. What does this mean exactly? Let’s look at the terms “sustainability communication” and “sustainable communication.”

Sustainability communication is the act of consciously integrating sustainability into a communication strategy by telling stakeholders about your sustainability goals and efforts. The objective of sustainability communication is to raise awareness and understanding about sustainability and what your hotel is doing on the front, and to encourage action to support your initiatives. Sustainability communication is the WHAT = your unique sustainability story, which we will craft together in three steps further below.

Sustainable communication, on the other hand, is about HOW you communicate vs. WHAT you communicate. This means you are communicating in a socially-responsible and ecological manner, with no negative impact to society, the economy and the Planet. The objective of sustainable communication is therefore to reduce the environmental and social footprint of communication activities and to make sure that all can profit from it.

In The Sustainable Hotel Handbook: Communication, we outline 10 Principles of Sustainable Communication to guide marketing and communication professionals in crafting their sustainability stories in the right way. They include the important elements: transparency, inclusiveness, cultural sensitivity, clarity, responsibility, authenticity, progress, relevance, inspirational, ethical. While in the handbook we guide you through these principles with practical examples and checklists, we have included an overview in the template below, which we encourage you to download.

By communicating sustainability in a sustainable way and having the right sustainability story in place for your hotel, you build awareness for your brand, create a positive image of your hotel in the heads of guests, engage and motivate your employees, and better comply with reporting rules and regulations. Of course, you also avoid greenwashing.

Now let’s begin by following our four-step approach:

A captivating central story is the cornerstone of your communication strategy. It should build off your Purpose and be informed by your priorities. A compelling and authentic sustainability story captures what’s unique about sustainability at your hotel and touches on your overall approach to tackling it. It takes a strong stand or point of view and reflects your hotel’s unique personality.

Our practical template for download below will guide you in writing your hotel sustainability story! And the best part about it? It’s free!

When it comes to communication, the most efficient approach is the integrated communication method. Integrated communication ensures that, regardless of the channel or audience, the message is consistent and cohesive. Otherwise, you risk creating confusion and misunderstanding, which can result in a loss of trust or perception of inauthenticity.

Your central message is thus the red thread that runs through all your sustainability communications, making it consistent and coherent to your audience groups: Guest, Employees, Partners, Local community, Media, etc.

When it comes to messaging, we follow the “Know, Feel, Do” model, which is a simple and effective way to ensure People read your message, and that you inspire the correct emotion and encourage a desired action.

• KNOW: What do you want them to know about your sustainability strategy? How does it impact them?
• FEEL: What do you want them to feel about it?
• DO: What actions do you want them to take as a result?

As a next step, take your central story and address the “Know, Feel, Do” for each key stakeholder group listed above. 

Once you have defined WHAT you are communicating = your sustainability story, you also have to make sure that you are telling your story in a sustainable way. The HOW is equally important. You can use the overview of the 10 Principles of Sustainable Communication in our free template as a checklist to make sure that your storytelling is transparent, inclusive, culturally sensitive, clear, responsible, authentic, progressive, relevant, inspirational and ethical.

When it comes to getting your sustainability story done and dusted, the last step is a pretty straightforward one: test, test and test! Check how your messaging resonates with your stakeholders, gather feedback and make any necessary revisions to ensure your communication makes the kind of impact you want. Once you’re happy with it, you can build out supporting messages that go into more detail e.g. concrete actions you’re taking, specific targets you want to reach, or what you have achieved so far.

Including specific goals, targets and data within this extended narrative will demonstrate your commitment to sustainability and make it easier for People to trust you.

This story will serve as the basis of all your communications around your sustainability initiatives, and will make sure that it is not only consistent across all your channels, but credible too. By demonstrating credibility, you ultimately avoid the trap of greenwashing and increase the impact your sustainability initiatives have.

If you want to learn more about communicating sustainability in a sustainable way, check out The Sustainable Hotel Handbook: Communication, which we will be launching soon over on The Sustainable Hotel. In it, we guide you through not only building your sustainability story, but communicating it internally and externally, with insights into effective communications, practical tools such as exercises and checklists, as well as success stories and best practice examples. Check it out HERE.