Guest Expectations Are Reshaping Hospitality

Sustainability has become a core expectation for today’s consumers. At Lamington Group, we’ve been exploring how the values of today’s travellers are reshaping the hospitality industry. Our latest white paper, 'Sustainability is Shaping Hotel Guest Expectations: The Emergence of the Conscious Traveller,' brings together data, insights and case studies to help hoteliers understand this shift and respond to it with impact and integrity.

The Rise of the Conscious Guest

This is particularly true for Gen Z and Millennial guests, who are not only more aware of environmental and social issues but also more discerning in their choices. For them, sustainability is about health, trust, and alignment with personal values, and many are willing to pay more for experiences that reflect these priorities.

Travellers are actively choosing brands that take clear, credible action to reduce their environmental impact, support local communities, and prioritise wellbeing. In this new landscape, transparency, integrity, and authenticity have become business imperatives.

Trust, Transparency and Tangible Action

In a world saturated with green claims and sustainability buzzwords, consumers are more sceptical of vague promises or exaggerated messaging. Evidence is crucial to avoid greenwashing – whether it's third-party certifications, data on energy and water use, or visible initiatives that reflect a hotel’s values. Clear, positive and honest communication builds trust.

When done right, sustainability can become a driver of reputation and loyalty. Guests who connect with a business's values are more likely to return, refer, and share their experiences with others, turning sustainability into a source of long-term brand strength.

Elevating the Guest Experience

Rather than compromising on quality or comfort, sustainability offers an opportunity to elevate the guest experience and connect with guests. We explore two key areas in the paper:

• Farm-to-Fork Dining – As awareness of the environmental and health impacts of food increases, guest expectations for sourcing and transparency are rising. Prioritising seasonal ingredients is one of the most effective ways to reduce food-related emissions, whilst also enhancing freshness and flavour. For chefs, seasonal menus also offer flexibility and creativity, delivering a dynamic and locally rooted experience for guests.
• Holistic Waste Management – The hospitality industry can be resource-intensive and generate significant waste. For today’s conscious traveller, waste is a visible and tangible concern. Meeting guest expectations requires a comprehensive approach that reduces waste at the source, reuses materials wherever possible, and establishes clear systems for recycling and responsible disposal.

Sustainability is No Longer Optional

The message is clear: today’s guests expect more than token gestures. They’re looking for places that actually walk the talk when it comes to sustainability and social impact.

Guests expect genuine action on sustainability and social impact, and they’re choosing brands that deliver. The businesses that will thrive in today’s world are those that act boldly and authentically, recognising sustainability as a catalyst for deeper guest loyalty and long-term success.

📥 Read the full white paper here: Download