Is sustainability in the hospitality industry just another trend?  Is it one more thing to “check off the list” for General Managers and Marketing Directors to gain a competitive edge or catch up with the hotel next door that just got a green label?

In a recent Booking.com study, 64 percent of the 29,000 travelers surveyed said they prefer a sustainable accommodation.  But what will the final booking decision look like?  There is still a big gap to be bridged between a preference and putting your credit card down.

Read Hans Pfister’s article published in Hotel Executive here.