Redefining guest experience and sustainability in travel

Writer: Mirella Franzese

Industry corner is a monthly series on what company leaders believe are the most important best practices in their sector or organization to ensure growth and sustainable success.

December 2025 — Closing out 2025, the travel and tourism industry in the United States stands at a pivotal juncture, grappling with profound transformations that have been slowly taking effect over the last half-decade.

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The COVID-19 pandemic essentially created a rupture in the industry that resulted in a dramatic drop in international arrivals and travel expenditures. Yet, it also presented a unique opportunity for reimagining and reshaping the travel sector — one built around sustainable practices and the community. 

“Years ago, it was thought that being sustainable was a downgrade,” said Reg Archambault, general manager of The Bellevue Hotel in Philadelphia, in an interview with Invest:. “But it does not have to be.”

Even in the luxury travel segment, the concept of sustainability is rapidly redefining guest experiences.  

“Today’s higher-end travelers are wanting more than just comfort. They want meaningful, responsible experiences that give back to local communities and protect the environment,” said Jennifer Evans, president and owner of Aura Travel, as cited by Travel Weekly.

“The future of luxury travel isn’t just about where you go, but how you go, and the legacy you leave behind,” she added. 

However, the sustainability momentum extends beyond growing pressures of social and environmental responsibility. Instead, it’s being driven by broader opportunities in the sector to cater to changing consumer preferences as they evolve towards more sustainable travel options.

According to the World Economic Forum, 86% of global travelers between the ages of 25 and 34 favor eco-friendly options during their travels. 

“Despite economic pressures, our impact must appeal to and attract environmentally conscious guests,” said George Goldhoff, president of the Hard Rock Hotel & Casino Atlantic City, in an interview with Invest:. 

For Goldhoff and his team at Hard Rock Hotel, sustainable operations are not just critical for meeting future consumer expectations, but also for achieving superior performance. 

For instance, practices such as energy-efficiency systems and waste reduction help limit consumption, cut down staff workloads, optimize operational costs, and boost revenue-earning opportunities through marketing and sales, which creates an unparalleled competitive advantage.

The Competitive Advantage 

A downturn in international travel, slower growth for hotels, and exclusionary immigration policies have all made 2025 one of the worst years for American travel and tourism in recent history. Yet, in what has been an exceedingly volatile year for the sector, the adoption of sustainable and innovative practices has been a matter of competitive advantage. 

From carbon-neutral accommodations to AI-powered itineraries for travelers, U.S. hotels and tourism organizations have pivoted to personalized and sustainable experiences in an effort to both turn a profit and boost competitiveness. 

“Visitors now have more choices than ever,” Maria Himebaugh, general manager of the Renaissance Nashville Hotel, told Invest:.. “Strategies must adapt quickly, and every day brings a new challenge.”

According to Himebaugh, tourism demand has not kept pace with supply in parts of the country like Nashville, which has put pressure on rates and occupancy.

“Competition is increasing, not only from new hotels but also from properties that opened in the last few years and are now stabilizing,” Himebaugh added. “Protecting margins will be tough, but… a focus on value will help us stay competitive.”

Despite this year’s ebbs and flows, travel and tourism have shown resilience for early adopters of new technologies and sustainable practices.

Core Strategies 

As Himebaugh noted, sustainability certifications have become a valuable asset for strengthening brand recognition, in addition to supporting sales and marketing efforts, which helps them penetrate core customer segments. 

“Sustainability is a top priority for meeting planners,” she told reporters. “Some studies show that as many as 80% to 90% consider it a deciding factor when choosing a venue.”

In fact, according to a June 2025 study published by the IJRISS, the integration of sustainable practices — such as eco-friendly operations, energy efficiency, and waste reduction — positively impacts guest satisfaction and loyalty, enhances business reputation, as well as contributes significantly to long-term recovery and resilience. 

Burnell Goldman, general manager of Modus by PM Hotel Group, noted that sustainability is becoming a significant decision factor for travelers, impacting their perception of the brand. According to Goldman, philanthropic tree-planting initiatives, expanded recycling, water refill stations, and an integrated LED lighting system are all core products that help differentiate the hotel in a competitive market. 

The JW Marriott by the Galleria in Houston also pivoted to innovative and sustainable practices this year to stay ahead of the competition, according to Director of Operations Mary Ryan. 

“Our team has made significant strides in responsible sourcing, energy and water conservation, and waste reduction,” Ryan told Invest:. These include cooking with cage-free eggs, sourcing sustainably harvested seafood, implementing energy-efficient LEDs, and employing water-saving measures for laundry and housekeeping. 

Ryan also highlighted JW Marriott’s partnership with Second Servings, a local organization that collects untouched surplus food from events and donates it to local shelters and community centers. 

“This program has reduced food waste and allowed our clients to contribute to meaningful sustainability efforts, which they deeply appreciate,” she added.

Collaboration 

As Ryan indicated, the push towards greater sustainability in the hospitality industry has been largely collaborative. 

“The future of T&T will be shaped by the collaborative efforts of various stakeholders, including supporting sectors, each playing a crucial role in driving positive change and innovation,” according to the World Economic Forum briefing paper. 

Travel and tourism have long been linked with various complementary sectors, fostering opportunities for collaboration and innovation across industries. Sectors such as retail, entertainment, financial services, technology, and real estate contribute significantly to improving the travel experience and tackling broader socio-environmental challenges, while also generating substantial revenue for businesses. 

According to Philadelphia Marriott Downtown’s General Manager Ken Reed, sustainably-conscious hotels need to serve not only their guests, but also the communities they call home.

“Our hotel is deeply committed to supporting the local community,” Reed told Invest:. “Through active partnerships with a variety of non-profit organizations, the hotel contributes time, resources, and expertise to make a positive impact across the city.” 

The intersection between community objectives, traveler preferences, and broader sustainability goals will continue to transform the travel and tourism sector in 2026 and beyond. Hospitality groups that incorporate sustainable operations into their business fundamentals will successfully elevate guest experiences and refine high-end service, all while upholding social and environmental standards, contributing to local economic development, and exceeding performance benchmarks.

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