Hospitality companies are actively working to take their sustainability practices to the next level, recognising the shift in the mindset of global travellers, 75% of whom consider environmental impact when choosing travel destinations, said a top official of a leading US-based global management consulting firm.

Pascal Armoudom, Partner at Kearney, said in an interview that the world is witnessing a fascinating paradox in 2024 with regard to eco-conscious tourism, while citing the study that was recently conducted by Kearney with a panel of 1,700 global travellers.

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What are the key trends and developments in sustainability in the travel and hospitality sector?

While travel is set to reach record traffic by the end of 2024, above pre-pandemic levels, travellers are increasingly conscious of their environmental impact.

Travel and hospitality players are mindful of this emerging trend and are taking measures to improve their environmental footprint, from the adoption of Sustainable Aviation Fuels by airlines to circularity and habitat conservation efforts from major hotel chains.

What do you see as the core focus when it comes to investment in sustainability/sustainable tourism in hospitality and travel in 2024 and beyond? 

The hospitality and travel industry is increasingly prioritising sustainable investments throughout its entire value chain. The airlines sector is undertaking an ambitious Sustainable Aviation Fuel (SAF) program.

Hotel operators are implementing reduce-reuse-Recycle initiatives and green mobility on site, as well as restoring natural habitats to enhance guest experiences.

SAF is a game-changer in decarbonizing the aviation industry, with the potential, ultimately, to reduce air travel emissions by 80%, and Kearney has been contributing to industry players’ efforts to accelerate the SAF initiative.

Similar trends can be observed in the Middle East. Mega projects like Red Sea Global's solar panel installation (750,000 solar panels) and AlUla's 'light-touch tourism' model are inspiring examples of what can be achieved.

AlUla’s model illustrates regenerative tourism and circular economy practices, generating minimal environmental impact while actively restoring and enhancing the region’s natural and cultural heritage.

What role does technology play in driving innovation and pushing sustainability in the industry?

Technology is revolutionising sustainable tourism. AI, big data, and digital tools are crucial in optimizing resources and minimizing the environmental footprint.

We’re seeing increased adoption of AI-driven systems to manage visitor flows, preventing overcrowding, and preserving the natural beauty of popular destinations while enhancing the visitor experience.

Hotels are also embracing smart energy management systems to optimize energy consumption. By automatically adjusting heating, cooling, and lighting based on occupancy, these systems significantly reduce energy use. These innovations not only improve efficiency but are essential for ensuring our industry can grow sustainably.

Are there any pitfalls for hospitality and tourism leaders to avoid when it comes to investing/driving sustainability in their businesses/organisations?

There are several pitfalls that leaders should be mindful of when investing in sustainability.

It is important to take a holistic approach to sustainability investments. An organisation’s sustainability efforts must address multi-faceted objectives, for example, creating a net-positive impact on society, addressing priority stakeholders’ expectations as well as creating value for shareholders.

A siloed approach can cause obstacles in achieving any meaningful impact. 

Additionally, sustainability is a multidimensional topic covering a broad range of inter-connected sub-topics across environment, social, and governance.

Taking a narrow approach to one specific aspect while overlooking others can result in a net negative impact.

For example, even the most advanced eco-friendly technologies in an organization won't achieve their full potential if the staff is not properly trained to operate and maintain them. It’s essential to take a holistic approach to sustainability to maximise the impact of sustainability investments. – TradeArabia News Service