Travelers are increasingly aligning their journeys with their values - sustainability being foremost[1] - with a desire for a transformative or regenerative experience. The now-mainstreamed initiatives of hotels - from water-saving schemes to extensive recycling programmes - though commendable, only scratch the surface of the potential role they play in promoting a meaningful guest experience. Is there an unfulfilled potential to enhance meaningful guest experiences[2] that the hospitality industry is missing?
Amongst global sustainable hospitality experts there seem to be two co-existing, and sometimes contradictory, concepts for structuring sustainability agendas. On the one hand, there is an appeal to comply with and be guided by recognized global standards and certification schemes. Sound arguments include the ability to benchmark performance and ambitions, foster transparency and ensure a common and global approach and understanding of what sustainable hospitality is and includes. On the other hand, sustainability agendas must address local realities. A global hospitality relies on local infrastructure and responds to local stakeholder expectations. Local infrastructure such as energy grids, waste management facilities, access to water supplies and operational supply chains all impacts the sustainability performance of hotels. Some experts might argue that there is no sustainability unless created locally and locally only. Following the logic, the question arises whether such a high deg