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Beyond Greenwashing - Why Hospitality Needs Real Sustainability Strategies

17 March 2025

Blog (60 x 60)

Many hotels and travel companies embrace sustainability—but do they really know how to implement it? Carlos Martin-Rios, professor at EHL Hospitality Business School, warns that good intentions aren't enough.

Key insights

Carlos hopes that by next ITB, we'll see fewer lost opportunities and more real progress. If hotels want to be truly sustainable, they must stop treating it as a marketing checkbox and start integrating sustainability into their core strategy.

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