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.

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

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.

Picture trends as the cool kids at the hospitality party, setting the vibe for the entire gathering. When we talk about hospitality trends, we're basically discussing "what's hot and happening" in the world of hotels and travel. Hospitality trends are evolving patterns and changes within the hospitality industry, reflecting shifts in consumer behaviour, technology, design, and service offerings. So, why should hoteliers pay attention to hospitality trends?

Trends serve as a compass guiding hoteliers through the ever-evolving hospitality landscape. Embracing these hotel trends means staying attuned to shifting guest preferences, technological advancements, and industry innovations. Hoteliers who strategically adapt to hotel trends can differentiate their properties, offering guests unique and appealing experiences that set them apart from competitors.

In short: Knowing and taking trends into account is key to making your hotel more appealing, attracting more guests and ultimately generating more revenue. That's why today we're giving you an insight into four important trends for sustainable hotels in 2025.

In 2025, it's no longer just about stylish sun loungers and new cocktail creations (although those have their place too, of course 😊). More and more travellers are looking for experiences that inspire them and help them grow personally – that's transformative travel, where relaxation and personal growth go hand in hand (SiteMinder, 2024). Imagine your guests not only packing their suitcases after staying at your hotel, but also taking away new insights from mindfulness workshops, creative retreats, or authentic cultural experiences.

This makes your hotel an (insiders') tip for all those who want more than just a break and are looking for more than just a vacation. Who wants to "just stay overnight" when you can gain something for your personal development apart from unwinding? Show your guests that they've come to the right place – for everything they need and for what they perhaps haven't even realised yet they were looking for.

3 steps your hotel can take to fulfil the desire for transformative guest experiences:

• Workshops and retreats: Offer themed retreats that focus on personal development, such as mindfulness or creativity workshops.
   
• Involve the local community: Integrate local and regional elements into your offering, for example, traditions, customs, recipes, art, etc., to offer guests authentic and transformative experiences.
   
• Exchange and networking: Encourage exchange between guests through networking events or joint activities that enable your visitors to learn from each other and network.

In 2025, the travel industry will become increasingly inclusive, especially within the neurodiverse spectrum (Lemongrass, 2024). This means: more offers tailored to the needs of neurodivergent people. Neurodivergent? These are people whose neurological development and functioning are unique in some way and differ from others. This includes, for example, people with autism, ADHD, or other neurological characteristics (HelloBetter, 2022).

This kind of diversity often requires special attention – and this is where hotels have the opportunity to stand out. Special services that make neurodivergent guests feel welcome and safe make all the difference. Whether through quiet retreats, a clear and well-organised daily structure, or specially trained staff – catering to these needs, hotels create a welcoming atmosphere that attracts not only new, but more importantly, loyal guests.

3 steps your hotel can take to attract neurodiverse people:

• Sensory-friendly spaces: Design certain areas of the hotel, such as rooms or lounges, with calming colours, subdued lighting, and minimal acoustic disturbances. Provide noise-cancelling headphones or eye masks to create a tranquil and relaxing environment.
   
• Customised itineraries: Develop packages or offers that cater to the needs of neurodivergent guests. This could include providing detailed information about the surroundings, low-stress activities, and the possibility to customise schedules for maximum flexibility.
   
• Staff training: Provide training for your team to raise awareness of neurodivergent needs. This includes dealing with different communication styles, sensitivity to sensory overload, and the ability to respond individually to guests' wishes and requirements.

Sustainability on the plate will be a real game changer in 2025: more and more diners are making sure that their food not only tastes good, but is also sourced environmentally friendly and ethically responsibly (Mintel, 2024). Sustainable menus are therefore no longer just nice to have, but often a decisive factor when choosing a hotel. Many travellers want to minimise their ecological footprint without sacrificing indulgence – and preferably dine just as they would at home.

Hotels focussing on local, seasonal, and sustainable ingredients therefore certainly have a competitive edge. According to Booking.com's Sustainable Travel Report (2024), 75% of travellers intend to travel more consciously and sustainably in the next 12 months – and the menu is a major contributing factor.

Delicious sustainable options not only appeal to your guests' palates, but also to their environmental awareness – and that's a significant bonus!

3 steps your hotel can take to do something good for the planet with sustainable dining options:

• Design sustainable menus: Offer vegan and vegetarian options in your hotel restaurant or at breakfast (at least two per category: starter, main course, dessert). Present this menu on your website or mention that you offer vegan and vegetarian options!
   
• Be transparent: Inform your guests about the origin of ingredients. Focus on transparent communication by explaining how and where the food is produced and/or what its ecological footprint looks like. You should also integrate this information into your website.
   
• Offer cooking classes and workshops: Organise workshops or cooking classes where guests learn how to cook more sustainably themselves. This not only creates a unique experience, but also promotes awareness for sustainable nutrition and food handling.

Travellers increasingly want to take a virtual tour of their future holiday destination before they book – and this is where you come in! Virtual experiences not only facilitate the booking process, but can also boost your sales considerably. According to the unterwegs digital travel magazine, a full 78% of respondents attach great importance to being able to get a visual impression of the property and ambience before booking.

This is your chance to present your hotel in the best possible light, intrigue people, spark anticipation, and thus generate more bookings. How, you ask? Create a digital holiday experience on your website and on social media that gets your potential guests in the holiday mood online!

3 steps your hotel can take to generate more bookings through virtual experiences:

• Offer virtual tours: Create 360-degree videos that allow potential guests to navigate through the rooms, lobby, restaurants, and other key areas of your hotel. Be sure to highlight different angles and details so guests get a full feel for the atmosphere and style of your hotel.
   
• Use social media: Share interactive insights from your hotel with short videos and live tours on platforms such as Instagram and Facebook. Use Instagram stories or reels to present special offers and events or grant a peek behind the scenes. Encourage your followers to ask questions or take part in surveys to increase engagement.
   
• Make your hotel website an experience: Turn your hotel website into an experience for visitors. Integrate elements such as virtual tours, image carousels, and informative pop-ups that guide guests through the various offers. Make sure that navigation is intuitive and user-friendly so that visitors can quickly find the information they are looking for – be it on room rates, amenities, or special events. This not only makes people want more, but also ensures that they stay on the hotel website longer, gain trust, and book!

Our MAdvice at the end: Desire for spontaneous adventures is on the rise! More and more travellers are booking holidays last-minute. Take advantage of this trend by offering last-minute deals and attractive last-minute promos – to perfectly cater to the thrill of the unplanned or late planners!

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.

Here's to a year full of new opportunities and great sustainable experiences!