Bocconi Students for Hospitality Management

Today, environmental sustainability represents a transversal value, rooted in every dimension of contemporary life. According to this, the Hotel and Hospitality sector recognises the need to adopt this vision. Data on the environmental impact of the tourism sector highlights high water and energy consumption, significant CO2 emissions, and substantial waste production.

In the last period, an evolution in demand is being observed: the concept of “luxury experience” now also incorporates a focus on the sustainability of accommodation facilities. Surveys confirm a growing willingness among customers to recognise additional economic value in hotels that demonstrate a concrete commitment to environmental protection. Signature hotels and large hotel chains are increasingly recognising the need to evolve in this direction. This is not only a marketing strategy or a tool for brand development and reputation management, but also a genuine long-term vision aimed at fully integrating sustainability values.

The main sustainability certifications for hospitality facilities

The GSTC (Global Sustainable Tourism Council) certification is one of the most important international recognitions in sustainable tourism. Based on global criteria relating to environmental, socio-cultural, economic, and governance aspects, it demonstrates a commitment to promoting responsible tourism. Obtaining GSTC certification can be translated in the adoption of practices that protect the environment, support local communities, and provide travellers with an authentic, sustainable experience.

LEED (Leadership in Energy and Environmental Design) is an internationally recognised certification system developed by the US Green Building Council to evaluate the sustainability of buildings. It is based on criteria measuring energy efficiency, the responsible use of resources, indoor environmental quality, and land impact. In recent years, LEED has also expanded its application to the luxury hospitality sector, where the most prestigious accommodation providers integrate sustainable design with high-end comforts to offer exclusive experiences that are fully respectful of the environment.

Key areas of hotel sustainability intervention: The concrete pillars of commitment towards a responsible and lasting hospitality model

Conscious resource management has its roots in energy and water efficiency, the use of renewable sources, and consumption monitoring systems. Waste reduction and a plastic-free approach promote circular practices such as recycling and composting. The supply chain also reflects sustainability, favouring local suppliers, organic products, and eco-friendly materials. Green architecture and design enhance green building and energy recovery, while social responsibility is demonstrated through inclusive policies, gender equality and support for local communities.

Three cases that are emblematic of change:

Six Senses Hotels & Resorts: A pioneer in sustainable luxury, Six Senses has achieved GSTC certification. This accolade is testament to the brand’s profound dedication to championing a hospitality model that harmoniously blends excellence and environmental responsibility. As Six Senses CEO Neil Jacobs says: “Sustainability drives every decision we make at Six Senses. Quite simply, it’s non-negotiable. Sustainability has been ingrained in our DNA from day one in 1995, long before it became a focus for others in the luxury hospitality space. We lead by example through who we are, what we do, and the experiences we deliver to our guests.”

Marriott International, through its “Serve 360: Doing Good in Every Direction” programme, has developed an integrated sustainability and social impact strategy based on four pillars: environmental protection, economic growth, cultural empathy and support for local communities. One of the most ambitious goals is to reduce gas emissions by 2030, which will be achieved by optimising energy consumption, increasing the use of renewable sources and adopting low-carbon supplies and goods. This will strengthen the group’s role as a global leader in responsible hospitality.

Scandic Hotels, a leader in the Northern European hospitality industry, has been integrating sustainable practices into every aspect of its management for years. The group uses the “Nordic Swan Ecolabel”, one of the most stringent environmental standards in the Nordic countries, as a reference. This label assesses the entire life cycle of the facilities and services offered. Over 95% of Scandic hotels are already certified, making it the largest hotel company with Nordic Swan Ecolabel certification — 256 hotels in total — and it has an ambitious goal of extending certification to all its properties.

Future of the sector: regenerative tourism and new evaluation criteria

Hospitality will focus on regenerative tourism, a new concept of experience which aims to reduce environmental impacts and make a positive contribution to local communities and territories. Moreover, sustainability is becoming a strategic criterion for investors and OTAs, who are increasingly focused on rewarding structures that can combine environmental, social and economic value.

Written by Serena Formica

Bibliography

https://www.gstc.org/six-senses-guidelines-gain-gstc-recognized-standards-status/ https://www.sixsenses.com/en/corporate/media-center/press-releases/2025/control-union-gstc-certification/ https://www.scandichotels.com/en/about/sustainability “2025 Serve 360 Report: Around the world highlights” – 07/2025