After 30 years in the hospitality industry, I thought I had mastered the nuances of running a successful business. However, my pursuit of higher education at the Asian Institute of Management (AIM) has given me a fresh perspective on a lot of angles in our business especially in sustainability. During the recent Philippine Hotel Summit held in Manila by Mykar , sustainability was a prominent theme. The discussions ranged from major investments such as upgrading air conditioning systems, adopting advanced technologies, and even rebuilding hotel structures entirely. While these ideas are inspiring and not false at all, I feel that there is a gap between aspiration and implementation (Ray et al., 2023). Sustainability does not need to be a very expensive initiative at the onset (Cavagnaro & Gehrels, 2009). I learned that it is more of a deliberate process of integrating sustainable practices into the core values and operations of a business, aligning economic growth with environmental stewardship and social responsibility (Ray et al., 2023).
Sustainability as Transformation
Sustainability is more than just implementing eco-friendly technologies or adopting green initiatives; it requires a fundamental shift in mindset and operational practices across the hospitality sector (Cavagnaro & Gehrels, 2009; Meeroff et al., 2020). In my class at AIM under Professor Jallain Manrique , we explored frameworks for change management that emphasize a structured approach to transformation. The framework suggests beginning with awareness: understanding what needs to change and why it matters.
The Change Management Framework
In our transformation class, we explored Jeff Hiatt's ADKAR Model which follows these steps:
Awareness: Recognize the need for change and understand its urgency. In the context of hospitality, this could mean acknowledging the environmental impact of daily operations and responding to the growing demand for sustainable travel options.
Desire: Build the motivation to support the change. This involves demonstrating how sustainability can lead to cost savings, improved brand reputation, and increased customer loyalty.
Knowledge: Equip the team with the right information and guidance. This includes clear steps on how to implement eco-friendly practices, such as waste reduction, energy-saving measures, or water conservation efforts.
Ability: Provides the tools, resources, and support to take action. Make sure your staff is trained, processes are adjusted, and systems are in place so everyone feels confident in applying the changes.
Reinforcement: Keep the momentum going. Recognize progress, highlight results, and integrate sustainability into ongoing performance reviews and team culture to make the change stick.
This structured approach ensures that transformation is not only visionary but also practical and grounded in organizational realities.
The Role of SDGs in Hospitality
The United Nations Sustainable Development Goals (SDGs) provide a comprehensive framework for the hospitality industry to align its sustainability efforts with global priorities (He & Zaman, 2024). Hotels can use these goals to guide their sustainability efforts without requiring significant investments upfront. By integrating the SDGs into their business policies, hotels can demonstrate their commitment to contributing to a more sustainable world (Álvarez-Risco et al., 2020). Some relevant SDGs include:
SDG 6: Clean Water and Sanitation - Facilitate guest participation in towel and linen reuse programs to diminish water utilization during laundry operations.
SDG 7: Promote energy-saving practices through user-initiated actions, such as manually turning off lights or unplugging unused appliances, to enhance the availability and accessibility of affordable and clean energy sources.
SDG 12: Responsible Consumption and Production - Reduce use of paper by using digital menus, receipts, and communications.
SDG 13: Climate Action: Promote eco-friendly guest behaviors such as walking tours instead of car rentals.
Starting Small: Practical Examples that require no Investment
While many sustainability practices call for upfront investment, numerous options can be implemented immediately with little to no cost (Meeroff et al., 2020).
Encourage Towel and Linen Reuse : Place small reminders in rooms asking guests to reuse towels and linens to save water and energy. (SDG 6: Clean Water and Sanitation and SDG 12: Responsible Consumption and Production)
Switch Off Unused Appliances: Train staff to turn off lights, aircon units, and equipment when not needed. Encourage guests to do the same. (SDG 7: Affordable and Clean Energy and SDG 13: Climate Action)
Recycle Using Existing Bins: Label bins for waste segregation and train staff to sort recyclables properly. (SDG 11: Sustainable Cities and Communities and SDG 12: Responsible Consumption and Production)
Source Food from Local Markets: Use local vendors on neighborhood markets already in your network when planning menus. (SDG 8: Decent Work and Economic Growth and SDG 12: Responsible Consumption and Production)
Offer Walking or Biking Recommendations: Encourage guests to explore on bike using existing maps or verbal directions (SDG 11: Sustainable Cities and Communities and SDG 13: Climate Action)
Go Paperless Where Possible: Use digital tools already in use (Whatsapp, Viber, shared docs) for reports, shift schedules, and memos instead of printing (SDG 12: Responsible Consumption and Production and SDG 13: Climate Action)
Adjust Buffet Based on Guest Flow : Adjust food preparation to avoid excess waste - no systems needed. (SDG 2: Zero Hunger and SDG 12: Responsible Consumption and Production)
Invite Local Artists or Performers: Allow free space for local talent to perform or display art in public areas - support community exposure. (GDS 8: Decent Work and Economic Growth and GDS 10: Reduced Inequalities)
Educate Staff on Green Habits: Use morning briefings to share quick sustainability tips like how to report leaking taps or avoid single-use plastic. (SDG 4: Quality Education and SDG 12: Responsible Consumption and Production)
Let Natural Light In: Instruct housekeeping to open curtains while cleaning to reduce reliance on electric lighting. (SDG 7: Affordable and Clean Energy)
Improving Content Around Sustainability
One key takeaway from the Philippine Hotel Summit is that many hotels are already contributing toward sustainability goals but fail to communicate these efforts effectively to guests. Travelers actively seek eco-friendly accommodations, so showcasing your initiatives through multiple channels can attract conscientious customers (Ray et al., 2023). Highlight simple practices - like towel reuse programs or local sourcing - on your website, social media platforms, or guest communications to build trust and attract eco-conscious travelers.
Lessons from AIM and Industry Leaders
My experience at AIM has taught me that transformation begins with awareness before progressing into vision creation - a lesson reinforced by Professor Jallain’s structured framework for change management. Similarly, frameworks discussed by Professor Yvonne Liow, EMSc, MSc during my sustainability class remind me that small steps can lead to meaningful progress without requiring large investments upfront.
Industry leaders echo this sentiment by demonstrating how simple changes such as switching off unused lights or promoting towel reuse contribute significantly towards sustainability goals.
Start Small, Think Big
Sustainability does not have to mean costly upgrades or certifications - at least not right away. The best is to recognize what you are already doing well and building on those efforts strategically while aligning them with a structured framework for transformation.
As hoteliers, we must embrace sustainability as both a responsibility and opportunity - embedding it into our culture and communicating our efforts transparently. This will not only help us reduce our environmental impact but will also build trust with guests who are increasingly seeking out eco-conscious options (Álvarez-Risco et al., 2020). By starting small, thinking big, and communicating our progress effectively, we can collectively drive positive change within our industry and beyond.
One of my favorite Japanese sayings is: 地理も積もれば山となる (chiri mo tsumoreba yama to naru) - Meaning even dust will become a mountain if piled up. This suggests that incremental, persistent actions can culminate in meaningful progress.. By starting small, thinking big, and communicating our progress effectively, we can collectively drive positive change within our industry and beyond.
References:
Álvarez-Risco, A., Estrada‐Merino, A., & Perez-Luyo, R. (2020). Sustainable Development Goals in Hospitality Management. In Advanced series in management (p. 159). Emerald Publishing Limited. https://doi.org/10.1108/s1877-636120200000024012
Cavagnaro, E., & Gehrels, S. (2009). Sweet and Sour Grapes: Implementing Sustainability in the Hospitality Industry—A Case Study. In Journal of Culinary Science & Technology (Vol. 7, p. 181). Taylor & Francis. https://doi.org/10.1080/15428050903324504
He, J., & Zaman, U. (2024). Sustainable sojourns: Fostering sustainable hospitality practices to meet UN-SDGs. In PLoS ONE (Vol. 19, Issue 7). Public Library of Science. https://doi.org/10.1371/journal.pone.0307469
Meeroff, D. E., Scarlatos, P. D., Bloetscher, F., & Sobel, L. (2020). Implementation of Sustainability Practices in the Hospitality Industry. In Journal of Service Science and Management (Vol. 13, Issue 2, p. 189). Scientific Research Publishing. https://doi.org/10.4236/jssm.2020.132013
Ray, A., Ray, A., Bala, P. K., & Rana, N. P. (2023). What affects the use of green technology in hotels? Assessing hotel management viewpoint using natural language processing based qualitative study. In Journal of Hospitality Marketing & Management (Vol. 32, Issue 7, p. 917). Taylor & Francis. https://doi.org/10.1080/19368623.2023.2221256
Theory applied to informatics – The Prosci ADKAR Model. (2024). https://cjni.net/journal/?p=10076
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