Sustainable hospitality: how to communicate authentically in the age of the conscious traveler
With over 80% of travelers valuing sustainability, the challenge for the hotel sector is not to declare it, but to demonstrate it and communicate it consistently
From another, specialist Carolina Trasviña shares three keys to building credible narratives and avoiding greenwashing.
In the new era of conscious travel, sustainability has gone from being a label to an expectation. According to the Sustainable Travel Report 2024, 83% of travelers consider sustainable travel important, while the Survey of Sustainability Reporting 2024 reveals that 82% of large global companies already include sustainability in their corporate strategy. However, in the tourism and hospitality sector, a gap persists between what is done and what is communicated.
“Sustainability isn’t just about doing the right thing, but about telling it well. Every action has a story behind it, and it’s that story that defines perception,” explains Carolina Trasviña, Client Services Director Travel & Hospitality at another, a strategic communications agency with a strong presence in Latin America. “When communication stems from strategy and not impulse, it becomes coherent, credible, and impactful.”
For Trasviña, contemporary hospitality is undergoing a metamorphosis: luxury is no longer measured solely by comfort, but by conscience. Today's traveler seeks brands that generate well-being without leaving a trace, that connect with local culture, and that give back to the environment.
From her experience advising global and regional brands, the specialist summarizes three key points for communicating sustainability authentically:
Sustainability without metrics is not strategy. In a context where all brands talk about responsibility, credibility depends on data. According to the Sustainable Travel Consumer Report 2024, 54% of travelers actively seek sustainable options when booking. Transparency—energy saved, certified materials, measured social impact—is the new language of leadership.
From green rhetoric to local storytelling. Authentic sustainability is lived, not proclaimed. 67% of travelers say that experiencing sustainable practices inspires them to replicate them in their daily lives. Telling stories from the community and culture makes the ecological feel human and strengthens the emotional connection with the destination.
The new luxury: purpose and consistency. Today, true luxury lies in consistency. Brands that integrate sustainability at every touchpoint—from design to communication—transform their purpose into reputation.
Ultimately, communicating sustainability authentically means looking beyond green labels and understanding that every decision—from the energy used to the stories told—can build trust and generate impact. Communicating effectively is also a way of caring: for the environment, for communities, and for the relationship with the traveler.
Source: another