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Why sustainability is now a strategic priority in Hospitality
Today’s travelers are increasingly demanding sustainable options. According to Booking’s 2023 Sustainable Travel Report, 76% of global travelers say they want to travel more sustainably, and 43% would be willing to pay extra for accommodations with sustainable certifications.
Hospitality leaders must recognize that sustainability is no longer a niche preference, but rather a decisive factor influencing guest loyalty and booking decisions. At the same time, governments and regulatory bodies are elevating sustainability expectations. Frameworks like the EUs CSRD and the SEC’s proposed climate-related disclosures in the US mandate detailed sustainability reporting.
Hotels that fail to act risk not only fines but also reputational damage in a market increasingly scrutinized by consumers, investors, and partners.
The critical link between workforce upskilling and corporate sustainability success
No sustainability strategy can succeed without the frontline workforce. From energy conservation to waste management, the day-to-day actions of employees define the real-world impact of corporate ESG commitments.
Upskilling your teams empowers them to operationalize your sustainability vision, transforming it from a strategic document into daily practice. This is why executives need to prioritize building critical green competencies across departments. These skills directly contribute to achieving measurable ESG objectives, from reducing carbon footprints to improving CDP ratings, for example.
Equally important is executive leadership. Leaders must model sustainable behavior, recognize and reward green initiatives, and foster a culture where every team member understands their role in the organization’s ESG journey.
Building an effective sustainability upskilling program
Step 1: Conduct a Sustainability Skills Gap Assessment
Begin by evaluating your team’s current sustainability competencies versus the capabilities needed to achieve your ESG goals. Surveys, interviews, and operational audits can uncover critical knowledge gaps and training needs.
Step 2: Set Clear Sustainability Learning Goals
Define measurable learning objectives aligned with your broader sustainability strategy. Examples include “Train 100% of front-office staff in green customer service principles by Q4” or “Reduce housekeeping energy use by 20% through behavioral training by next year.”
Step 3: Choose the Right Training Formats
Hospitality environments demand flexible, engaging training formats. Effective options include:
Microlearning Modules: Quick, mobile-friendly lessons ideal for frontline workers.
Blended Learning: Combining online learning with in-person workshops.
Gamified Challenges: Incentivizing sustainable actions through competition and recognition.
Step 4: Partner with Sustainability Training Experts
Leverage training organizations with hospitality and sustainability expertise, such as Global Sustainable Tourism Council (GSTC)-accredited programs. Expert partners can provide turnkey solutions, best practices, and certification pathways that align with global standards.
Step 5: Embed Learning into Daily Operations
Training must not end in the classroom. Leaders should integrate sustainable practices into daily workflows, SOPs, and KPIs. Examples include standardizing energy-saving routines in housekeeping or incorporating sustainability checklists into front-office procedures.
Action plan: How hospitality executives can start today
Quick Wins
Launch a Sustainability Pilot: Begin with a single property or department to refine your approach.
Recognize Early Adopters: Celebrate employees who champion green initiatives to build momentum.
Strategic Next Steps
Develop a 12-18 Month Upskilling Roadmap: Set phased milestones for skills development aligned with your ESG objectives.
Integrate Sustainability into Onboarding: Ensure new hires receive sustainability training as part of their initial onboarding experience.
Long-Term Vision
The ultimate goal is to move beyond ad-hoc initiatives and fully embed sustainability mindsets and behaviors across the organization. A workforce that “lives” sustainability will not only meet today’s ESG standards but will also future-proof the business against evolving expectations.
Empowering your people to power your sustainable future
In hospitality, employees are the face of your brand and the stewards of your sustainability journey. By investing in their upskilling today, you empower them to drive meaningful change, creating operational excellence, exceeding guest expectations, and securing your organization’s role as a leader in sustainable hospitality.
At DoGood, we specialize in transforming sustainability strategies into measurable action by equipping hospitality teams with the knowledge, motivation, and tools to lead the green transition from within.
Our platform enables tailored learning experiences, gamified challenges, and measurable outcomes that align with your ESG goals and business priorities. If you’re ready to activate your sustainability ambitions through your people, we’re here to help you make it happen.
