Transitioning from a successful career predominantly focused on urban corporate brands, the brand’s new marketing leader looks forward to directing his expertise towards championing wellness and advocating the benefits of outdoor travel.
From wearable devices that monitor vital signs in real-time to AI-powered health apps offering personalised wellness plans, technology is empowering individuals to take greater control over their health journeys. These innovations provide more accessible, efficient, and data-driven solutions, allowing for a more proactive stance on well-being.
As the wellness industry continues to embrace these innovations, the focus remains on enhancing well-being while addressing the ethical and practical challenges that come with it. The future of wellness promises to be more connected, personalised, and insightful than ever before. We are talking to the industry experts Laura Montesanti and Kate Leff who share their views of the future of wellness.
Laura Montesanti, Founder of Synergy
LM: “We have seen plenty of new concepts being developed in the wellness space that have included AI and technology. AI and technology will play a central role in shaping the future of wellness in hotel spa experiences by enabling deeper personalization, enhancing the guest experience, and driving operational efficiency. This evolution will make wellness more accessible, inclusive, and seamlessly integrated into guests' lifestyles, both during their stay and beyond.
Key trends integrating technology, include:
Full body analysis. Technogym one of our partners has just launched a full body scan machine to review people system and then advise them on the best workouts. Technogym Checkup is a fundamental element of the Technogym Ecosystem, and uses advanced measurement technologies and artificial intelligence to provide an assessment of physical and cognitive condition.
All the different measurements converge in Wellness Age™ — a simple yet powerful metric that is easy to compare to your actual age, providing a clear indicator of your progress. Technogym Coach's artificial intelligence adjusts training programs accordingly to maximize results, increasing satisfaction and level of engagement in the long term.
Choosing the best nutrition and in this case teas to suit your body. One of our sponsors, a Korean Tea Supplier called Chung-gang-won uses an Energy Reading Machine to advise its clients on teas. Their bio-information measurement device uses harmless microcurrents to visualise one's body’s unique energy distribution, from which they’ll be able to discover which teas or herbs can help balance one's body.
Frequency machines are also being used a lot and doing miracles out there. One of our attendees Wholetone Wellness is a bioenergetic wellness service specialising in the application of frequency-based wellness technologies. Its system identifies, stimulates and balances the energetic terrains of the body and environment, including physical, psychological, and spiritual energy.
Beauty scans. I have also personally tried skin analysis supplied by Biologique Recherche at the Lily of The Valley that would help in detecting the type of skin and in turn the best treatment and products were advised. But also a very interesting scan of my scalp at the Mandarin Oriental in Barcelona by the Miriam Quevedo hair spa, in which a therapist trained in trichology makes a personalised diagnosis with the iMirocam to assess the condition of your scalp and hair fibre to then advise you on the best treatment and products for your hair.
Music. A big one that is being adopted on different levels to enhance wellness journeys. From music apps that welcome you in your room, to music that is made by recording the vibration of nature and is then introduced to relax and feel the healing powers of nature.
Other trends I'm seeing emerging: Floating pods, Light and colour therapy and Sleep pods.
I do feel that the personal touch and warmth that a person can give is irreplaceable, and that a machine cannot pick up on subtlety and feelings that a person would be able to pick up on when assessing a client. But it can definitely help speed up some of the process, improving efficiency and therefore allowing for a smoother and cost effective operation in a SPA. However, implementing technology is also challenging on the side of training and implementation within a business that has been running on pure labour and personal touch."
Kate Leff, CEO at REVIVO Wellness Resorts
KL: "AI and technology are revolutionizing the wellness industry by offering personalized, data-driven experiences. At REVĪVŌ, we see a future where technology not only enhances but also customizes wellness journeys, making them more effective and engaging. Through AI-driven analytics, we can tailor treatments to individual needs, monitor progress in real-time, and offer insights that empower guests to take control of their wellness journey. This level of personalization will set new standards in the industry, transforming how guests interact with wellness services.
Key trends include AI-driven personalization through health data analysis software, which allows us to create more curated and tailored experiences for our guests. Wearable health technology is also leading the way by providing measurable data, such as monitoring sleep patterns and stress levels. In our soon-to-open Vitality Centre, we will be incorporating advanced technology for personalized nutrition, longevity, and sleep treatments, along with diagnostic tools that utilize health data management to offer a comprehensive and measurable approach to wellness.
REVĪVŌ is a luxury wellness resort that embraces a holistic approach to wellbeing, seamlessly integrating technology to enhance our guest experience. One example is our Breathe Luxe Lamp, which offers customizable lighting modes to serve as a personal sleep and wake companion. From soothing amber light for restful nights to invigorating blue light for energetic mornings, the lamp helps align guests' routines with guided breathing exercises and evening meditations.
REVIVO Wellness Resort Bali
The benefits of AI-driven wellness programs include greater personalization, efficiency, and the ability to provide data-backed insights. These programs can adapt to guests' needs in real time, creating a truly bespoke experience. However, challenges include ensuring data privacy, maintaining the human touch that is so integral to wellness, and managing the learning curve for both staff and guests. At REVĪVŌ, we believe in a balanced approach, where technology enhances rather than replaces human interaction. Wearables are particularly transformative, as they provide real-time health data that can be used to tailor treatments to each guest’s unique needs.
The key to balancing technology with human touch is to ensure that technology serves to enhance, not replace, human interaction. At REVĪVŌ, we use technology to gather data and personalize experiences, but we always prioritize the empathetic, human connection that defines exceptional service.
The integration of AI and technology will likely be a major differentiator in the hotel spa industry, setting apart those who innovate from those who don't. As guests become more tech-savvy, they will expect personalized, tech-enhanced experiences. Resorts that can seamlessly integrate these elements while maintaining a high level of human service will lead the way. At REVĪVŌ, we view this as an opportunity to redefine luxury wellness by combining the best of both worlds.
My advice would be to start with a clear vision of how technology will enhance your guest experience and align it with your brand values. Invest in technology that adds genuine value, and ensure that it complements rather than overwhelms the human aspects of your service. Also, be prepared to invest in training and support for your staff to ensure a smooth integration. Finally, always keep the guest at the center of your strategy—technology should be a means to deliver a more personalized, engaging, and impactful experience.
As we look to the future, it’s clear that the wellness industry is on the brink of a technological transformation. However, the core principles of wellness—empathy, connection, and holistic care—must remain at the forefront. At REVĪVŌ, we believe that the most successful integration of AI and technology will be one that amplifies these principles, creating spaces where guests feel both seen and supported, with every technological innovation serving to deepen the wellness journey."
With the wrap-up of the October's Hospitality Shining Stars Awards, we are glad to speak to the distinguished Top-rated Property Leaders selected by voting recognised for their exceptional contributions and innovative approaches to property management. These top leaders embody the spirit of excellence, resilience, and creativity that drives the industry forward.
Ahmed Elnawawy | General Manager - Rixos Bab Al Bahr, United Arab Emirates
What his colleagues say:
“Since taking over as General Manager of Rixos Bab Al Bahr in January 2023, Mr. Ahmed Elnawawy has proven to be an extraordinary leader, transforming the resort across multiple dimensions. His leadership has driven improvements in employee engagement, guest satisfaction, revenue generation, and sustainability, setting new benchmarks for excellence in the hospitality industry. Mr. Ahmed's leadership style is rooted in empathy, transparency, and empowerment, creating a culture of mutual respect and open communication. This approach has fostered a collaborative and positive work environment, which has directly contributed to the resort’s success. Numerous return guests have praised the heightened quality of service, facilities, and entertainment. Financially, the resort has excelled under Mr. Ahmed’s leadership, surpassing revenue expectations. Mr. Ahmed has skilfully managed the budget, balancing improvements to facilities, rooms, and the entertainment program while maintaining strong profitability.
Sustainability is a key focus for Mr. Ahmed, who has implemented 51 sustainability initiatives in 2023 alone. Among these are the elimination of single-use plastics and the introduction of a water bottling facility, which has reduced the resort’s environmental impact. Mr. Ahmed’s leadership at Rixos Bab Al Bahr has been instrumental in elevating the resort’s standards across all areas of operation. His focus on employee engagement, guest satisfaction, revenue growth, and sustainability has transformed the resort into a benchmark for excellence in the hospitality industry. Through his visionary approach, strategic management, and deep commitment to both people and the environment, Mr. Ahmed has ensured the continued success and growth of Rixos Bab Al Bahr. His accomplishments over the past year demonstrate his remarkable leadership and dedication to creating a thriving and sustainable resort.”
Andrew Jansson | Cluster General Manager - Centara Lagoon Mirage Maldives and Centara Grand Lagoon Maldives
What his colleagues say:
“With nearly 30 years of experience in hospitality, Andrew has held leadership roles across 14 countries with prestigious hotel brands like Hyatt, Shangri-La, One&Only, and Minor. His current position at Centara marks his fourth management role in the Maldives, where he will oversee the pre-opening and strategic development of both island resort properties. Andrew's extensive background equips him to drive excellence and innovation in these exciting new projects.”
What do you love the most about hospitality?
AJ: “For me, it’s about being part of those special moments, knowing that what we do, has somehow played a role in creating experiences and memories that our guests will share for a lifetime.”
What makes one a true hotelier?
AJ: “You have the be a people person, and you have to have a passion for what you do, no matter how unappreciative it may seem at times. The job satisfaction comes from the smile on people’s faces; whether it’s making a couple’s dream vacation come true, or being a part of a young colleague’s career development and growth. Those little moments is what it’s all about.“
Fernando Horta | General Manager - Hotel de Bourgtheroulde, France
What his colleagues say:
“Fernando has over 20 years of experience in luxury hospitality, having held leadership positions at prestigious hotels across Europe. Known for his dedication to excellence, he focuses on delivering innovative guest experiences and cultivating a strong service culture. His strategic vision and passion for crafting unforgettable stays have firmly established Hotel de Bourgtheroulde as a top destination in the industry.”
What do you love the most about hospitality?
FH: “What I love the most is the endless possibility of crafting new experiences for our guests. See the joy in their eyes when they are delighted with something. Sometimes it can be something simple, but if provided from the heart, it will make a difference.”
What makes one a true hotelier?
FH: “The passion put forward in order to fulfill a promise. The ability to adapt to other cultures, speaking several languages, caring for the associates, spending time helping them grow, looking after the assets as if they are your own.”
Nizam Hassan | Executive Assistant Manager - The Nautilus Maldives
What his colleagues say:
“Nizam began his hospitality career over two decades ago as an apprentice at Four Seasons Hotels & Resorts and has since worked with renowned brands like One & Only, TAJ, and Anantara. With extensive expertise in service and culinary arts, he believes his attention to detail is key to driving his team’s motivation and achieving exceptional results. His commitment to excellence continues to be a valuable asset in delivering top-tier hospitality experiences.”
What do you love the most about hospitality?
NH: “What I love most about the hospitality industry is the ability to create memorable experiences for people. It's a field where empathy, creativity, and service come together to make others feel valued and cared for. From personal interactions with guests to the atmosphere you help build, hospitality is all about making someone’s day brighter. The diversity of people you meet and the chance to learn from different cultures is also incredibly rewarding, making each day unique and exciting.”
What makes one a true hotelier?
NH: “A true hotelier exemplifies exceptional guest focus, attention to detail, and a deep passion for hospitality. They demonstrate strong leadership, adaptability, and consistently strive to exceed guest expectations, ensuring seamless operations and memorable experiences. Their commitment to service excellence is the hallmark of their professionalism.”
Stephan Anseline, the General Manager of LUX* Grand Gaube in Mauritius, made the headlines this month for winning the Hospitality Shining Stars Awards. We asked him to share some inspiring wisdom with our readers and aspiring property leaders.
What colleagues say about Stephan:
“Stephan’s remarkable ability to stay ahead ensures that he not only maintains but redefines the highest standards of excellence. His leadership blends deep understanding with firm determination, fostering a growth-oriented environment where every team member feels inspired and valued. Unlike others who may cause discomfort, Stephan is an action-taker who leads with conviction and unwavering integrity, earning profound respect from his team through both his words and actions.”
LUX* Grand Gaube
HC: What was your first job in the industry? SA: “After completing my hotel school, my first job in the industry was as a waiter. I learned a lot about customer service, teamwork, and multitasking. It was already a fast-paced environment, and I loved interacting with guests and making sure they had a great experience. Plus, it taught me valuable skills like communication and time management that I still use today.” HC: What do you love the most about hospitality? SA: “What I love the most about hospitality is the opportunity to create memorable experiences for people through innovation and creativity. There’s something special about making someone’s day better through great service, whether it’s a warm welcome, a delicious meal, a friendly conversation or simply, a smile. I also appreciate the sense of community within the industry; it’s all about teamwork and supporting each other to provide the best experience possible. Additionally, every day brings new challenges and interactions, which keeps things exciting!” HC: What was the biggest challenge you had to overcome on your way to success? SA: “The biggest challenge I faced on my way to success was learning to manage stress and stay organized in a fast-paced environment. In my early days as a waiter, and still now, the pressure during busy shifts could be overwhelming. I had to develop strong multitasking skills and find effective ways to prioritize tasks while maintaining a positive attitude. With time and experience, I learned how to stay calm under pressure and communicate effectively with both my team, peers and guests, which made a huge difference in my performance and confidence.” HC: What would be your advice to beginners in the industry? SA: “My advice to beginners in the hospitality industry would be to embrace every opportunity to learn and grow. Stay Positive: Attitude matters! A positive outlook can transform both your experience and that of people around you. Communicate Clearly: Good communication is crucial. Don’t hesitate to ask questions if you’re unsure about something—clarity is key- in every situation. Be Adaptable: The hospitality environment can change rapidly, so being flexible and open to new challenges will help you thrive. Build Relationships: Connect with your team and guests. Strong relationships can create a supportive work environment and enhance the guest experience. Learn from Feedback: Take constructive criticism to heart and use it to improve your skills. Everyone has room to grow! And lastly and most importantly - Enjoy the Journey: Have fun! The industry can be demanding, but it’s also rewarding and full of memorable moments.”
An exemplary sales leader from LUX* South Ari Atoll, Maldives, with years of experience in the field, is sharing her thoughts on sustainability in commercial strategies.
The wellness and spa industry is a rapidly growing sector, encompassing a wide range of products and services aimed at promoting health, relaxation, and overall well-being, ranging from real estate to supplements and everything in between. In recent years, the industry has seen substantial growth, with global revenues surpassing $119 billion in 2023. This article will concentrate on physical spa businesses and their related operation.
Statistically, the product segmentation amongst businesses within the industry is highly diverse, including but not limited to day spas, hotel/resort spas, medical spas, and destination spas, each catering to different segments of the market and we can ascertain that the growth in this sector mainly stems from an increasing consumer awareness of the benefits relating to health and wellness concepts, coupled with rising disposable incomes and the proliferation of wellness tourism. The Asia-Pacific region holds a significant market share, followed by North America and Europe. The industry is also witnessing a shift towards personalised wellness experiences, integrating advanced technologies and holistic treatments to meet the evolving demands of a health-conscious clientele.
However, how does this consumer awareness and product divericfication reflect on the current practices and structures within the industry? Although there is an increasing recognition of the importance of diversity, equity, and inclusivity (DEI) within the wellness and spa industry, there remains significant room for improvement across various dimensions. In this article, we attempt to introduce various aspects of DEI in this industry to offer a broader understanding of the nuances inherent in this topic and touch on some of the systemic barriers such as cost, cultural misunderstandings, and lack of representation that have created an industry that, despite its growth and diversification, may actively contribute to the exclusion of minorities and amplify other challenges which we will discuss in the following. We would also like to highlight that there are vast differences in the implementation of DEI frameworks globally and this article aims to offer a generalised view that may not be representative of certain global regions.
Photo credit: Pexels
As the conversations surrounding diversity are getting louder, the representation of different demographics within the industry is gradually improving, however, there needs to be an acknowledgement that disparities continue to persist. Traditionally dominated by affluent, white, female clientele, the industry is now seeing a broader range of patrons. However, gender representation still skews towards women, with men often underrepresented both as clients and practitioners and efforts to attract more male clientele are on the rise, with some spas offering services specifically tailored for men. As a whole, the industry seems overwhelmed, if not at a complete loss when it comes to the integration of the LGBTQAI+ community and the creation of safe spaces, professional and customised services and experiences within the realm of wellness, which may warrant a separate article.
In addition to traditional gender considerations, race and ethnicity are critical areas where the wellness and spa industry must undertake more concerted efforts. Leadership positions are often occupied by individuals from the same demographic that the industry primarily serves—affluent, white, and female - although in recent years the dial has positively shifted towards a more balanced representation. A lack of diversity at the top may result in a narrow perspective on the needs and preferences of a diverse clientele.
When the leadership does not reflect the diversity of the community it serves, the decision-making processes may be biased, perpetuating exclusionary practices and failing to recognise the importance of DEI initiatives. Increasing representation in leadership roles requires intentional efforts of the businesses, such as targeted recruitment, onboarding, mentorship programs for underrepresented groups, peer-support groups in the workplace and creating pathways for advancement within the industry. A lack of representation in these areas may perpetuate a sense of exclusion among potential clients from minority groups and there needs to be an acknowledgement that addressing this gap involves not only inclusive hiring practices but also fostering an environment where diverse voices are valued and heard.
Photo credits: Pexels
Age inclusivity is another aspect where the industry is evolving commercially. From a consumer perspective, historically, spa services have targeted middle-aged women, but there's a growing recognition of the needs and preferences of younger and older demographics. Spas are now offering services that cater to younger clients, such as stress management and skin care for teens, as well as treatments that address the needs of seniors, including mobility assistance and specialized therapies for age-related conditions. We have yet to see this reflected in hiring practices and it stands to debate that having a more mature workforce may not be a desired reflection of the youth-obsessed wellness culture we are currently encountering, however, in the age of longevity the life experience of our elders may become a much-needed resource and may contribute to a realistic lifestyle offering in invaluable measures.
Looking at socioeconomics, we must acknowledge that status plays a significant role in accessibility to wellness services. The high cost of many spa treatments creates a barrier for lower-income individuals, and to counter this, some spas are introducing more affordable options and sliding-scale pricing. There is also a greater need for community-based wellness programs and partnerships with local organizations that will help to make wellness services more accessible to a broader audience. Planning a long-term approach to the wellness of society, these initiatives are crucial in democratizing wellness and ensuring that it is not a privilege reserved for the wealthy. This economic exclusivity is often further compounded by the geographic locations of many high-end spas, which are frequently situated in affluent areas, making them physically out of reach for those living in less privileged neighbourhoods. Some spas are beginning to address these issues by offering sliding-scale pricing, community wellness programs, and more affordable treatment options. However, these initiatives are not yet widespread and often rely on external funding or subsidies to be viable.
Inclusivity in services and offerings is another vital aspect for creating a welcoming environment for all. Spas are becoming increasingly aware of the need to provide services that are not only gender-neutral but also considerate of diverse cultural and personal needs. This includes offering treatments rooted in various cultural traditions, such as Ayurvedic therapies, Traditional Chinese Medicine, and indigenous healing practices, allowing the customisation of treatments to respect and honour clients' cultural backgrounds to enhance their sense of belonging and satisfaction. By extension, this includes the offering of bilingual services and creating a culturally sensitive environment that makes clients from various backgrounds feel welcome. Yet, we need to remain vigilant to avoid the cultural appropriation of these practices by removing them from their original cultural and societal frameworks and implanting them into a Westernised and solely capitalist context.
Photo credits: Freepik
The accessibility for people with disabilities remains a significant challenge in the wellness and spa industry, as physical accessibility is often limited and many facilities lack the proper accommodations such as ramps, elevators, and adjustable treatment tables and are omitted in favour of aesthetics, which may lead to the exclusion of whole customer segments. Additionally, there is a desperate need for awareness and staff training on how to serve clients with disabilities respectfully and effectively. In reaching all communities, businesses need to ensure that promotional materials and websites are accessible, with options such as braille menus and sign language interpreters that are essential for inclusivity. In addition, spaces and offerings that are designed for Neurodivergent clientele and employees must be considered as we see a rise of new research emerging that validates the prevalence of people affected by mental health challenges.
The above constitutes only a brief summary of some of the aspects to consider when having a conversation about DEI in the spa and wellness industry, yet it reveals a complex landscape where progress is being made, but systemic barriers and biases persist. We need to have more conversations about the fact that a lack of awareness and training on DEI issues within the industry may exacerbate these economic and systemic barriers. Currently, the majority of spa professionals lack the education and resources necessary to understand and address the diverse needs of their clients. This lack of training extends to understanding cultural sensitivities, addressing unconscious biases, and implementing inclusive practices and while there certainly are pockets of improvement, with some spas actively seeking DEI training for their staff that must be celebrated and recognized, it remains an area needing significant development.
Photo credits: Freepik
Consequently, addressing these systemic issues requires a multifaceted approach. For one, reducing economic barriers through more accessible pricing models and expanding the geographic reach of wellness services may help to democratize access. Businesses need to actively invest in DEI training for all staff levels to foster a more inclusive environment that respects and values diversity and these training initiatives need to be integrated into the core operations of spas rather than a one-time initiative. This may support businesses in enhancing representation in leadership and decision-making roles to bring diverse perspectives into strategic planning, ensuring that DEI considerations are embedded in the organizational culture and business practices.
The importance of diversity, equity, and inclusion (DEI) in the wellness and spa industry cannot be overstated, as it offers numerous benefits to businesses, clients, and the community at large therefore contributing both socially and financially. By catering to diverse demographics, spas and wellness centres can attract clients from various backgrounds, expanding their market reach and revenue potential. This inclusivity not only brings in more customers but also enhances the reputation and brand loyalty of the business. When wellness and spa services are designed with inclusivity in mind, clients from different cultural, socioeconomic, and demographic backgrounds feel welcomed and valued. By breaking down barriers to access and creating an environment where both employees and clients feel seen and heard the spa and wellness industry has a unique opportunity to contribute to a new paradigm in human well-being, making it a crucial component for the future growth and sustainability of the wellness and spa industry.
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Susanne is the founder of PurestLife, a consultancy and coaching practice that offers a new approach to the design and expression of Wellness and Wellbeing in business and personal life. Leveraging her deep understanding of regenerative practices and extensive experience in the hospitality and wellness industry and project management, Susanne has played pivotal roles in shaping innovative concepts for hospitality and wellness projects. As a Director of Wellness and Project Manager she spearheaded the creation of transformative wellness experiences and found her passion for authentic value expression and creating meaningful connections and relationships in both business and life. Her impactful journey spans 20 years in the industry and includes serving as Pre-Opening Director of Wellness at several luxury projects ranging from Private Members Clubs to 5-star nature-immersive wellness retreats and has worked globally with esteemed luxury brands such as Six Senses, Corinthia Hotels & Resorts, Conrad Hotels & Resorts, JOALI and JOALI BEING and Elena Spa.
The rising demand for eco-friendly travel options has brought the sustainability practices of hotels into sharp focus. As more travelers prioritize environmental responsibility, the hospitality industry faces growing pressure to demonstrate its commitment to sustainable practices. This has led to an increasing need for standardized certifications that validate a hotel's environmental efforts. Sustainable certification not only helps hotels stand out in a competitive market but also provides transparency for consumers, ensuring that their choices contribute to the preservation of our planet.
Together with Randy Durband, CEO of Global Sustainable Tourism Council (GSTC), we explore the critical role of sustainable certification in the hotel industry and why it has become essential for businesses striving to meet modern travelers' expectations.
Photo credit: Pexels, Tom Fisk
To put everyone first in context, let me explain who we are and what we do: The GSTC was created by the UN agencies UN Environment and UN Tourism and is registered in the USA as a non-profit organization that represents a diverse and global membership, including national and provincial governments, leading travel companies, NGO’s, individuals and communities – all striving to achieve best practices in sustainable tourism.
The GSTC manages the GSTC Criteria which serve as the global standards for sustainability in travel and tourism. The Criteria are used for education and awareness-raising, policy-making for businesses and government agencies and other organization types, measurement and evaluation, and as a basis for certification. They are the result of a worldwide effort to develop a common language about sustainability in tourism and are arranged in four pillars:
Sustainable management
Socioeconomic impacts
Cultural impacts
Environmental impacts (including consumption of resources, reducing pollution, and conserving biodiversity and landscapes)
The Criteria are the minimum, not the maximum, which businesses, governments, and destinations should achieve to approach social, environmental, cultural, and economic sustainability. There are three sets: Destination Criteria for public policy-makers and destination managers, Industry Criteria for hotels and tour operators, and MICE Criteria for Venues, Event Organizers, and Events & Exhibitions.
In today's tourism industry, sustainability has become a vital aspect of business operations. The demand for sustainable practices is not only a response to environmental concerns but also a strategic approach to meet the expectations of a growing segment of conscientious travelers. When speaking about certification, it’s crucial first to note its definition: a voluntary, third-party assessment, through an audit, of a tourism enterprise for conformity to a standard. GSTC does not certify, that is the job of many Certification Bodies across the globe.
Photo credits: Pexels, Evgenia Basyrova
GSTC provides international accreditation for sustainable tourism Certification Bodies. Accreditation, is a mark of quality that GSTC places on Certification Bodies that choose our independent and neutral process to verify that they certify businesses, such as hotels, tour operators, or destinations, in a competent and neutral manner. GSTC looks very hard at the CB’s certification process to ensure that they issue certifications based on merit and neutrality.
Hotels getting certified as sustainable by a GSTC-Accredited Certification Body have increased due to the growing consumer demand for environmentally responsible options. This surge is also influenced by the credibility and marketability that comes with certification, prompting more hotels to seek GSTC-Certification to meet both client expectations and industry standards. Being GSTC-Certified means that the hotel/accommodation complies with the highest social and environmental standards on the market.
Sustainability is not merely a trend but a critical component of the hospitality industry's future. As more hotels achieve certification from GSTC-Accredited Certification Bodies, they not only contribute to environmental preservation but also gain a competitive edge in the market. This commitment to sustainability reflects a broader industry shift towards responsible tourism, where economic, social, and environmental considerations are balanced to ensure long-term viability. Consequently, the emphasis on sustainable practices is expected to grow, encouraging more establishments to pursue certification.
Türkiye for example, has taken a big step towards sustainability as a destination; the Türkiye Tourism Promotion and Development Agency (TGA), with guidance from the GSTC, has developed the first mandatory national program for accommodations based on the GSTC Criteria and GSTC Assurance program. From 2023 through 2030, all accommodations in Türkiye must be certified through a GSTC-Accredited Certification Body.
Photo credit: GoTürkiye
Also, the Singapore Tourism Board announced the launch of the Hotel Sustainability Roadmap. By 2025 its goal is for 60% of hotel room stock to achieve hotel sustainability certification through a GSTC-Accredited Certification Body.
As consumer awareness and demand for sustainable options continue to rise, the hospitality industry must adapt and commit to rigorous sustainability standards. This global movement towards sustainability will not only ensure the long-term viability of the tourism sector but also contribute significantly to preserving our planet for future generations. By integrating sustainable efforts, hotels can create a positive feedback loop where environmental stewardship and community involvement drive business success. Certified hotels can see improved guest satisfaction and loyalty, as travelers increasingly prioritize sustainable accommodations. Furthermore, sustainability initiatives can lead to valuable media exposure and industry recognition, further enhancing the hotel's brand image. Hotels' ongoing commitment to sustainability not only attracts guests but also inspires employees, creating a motivated and engaged workforce dedicated to the hotel's mission.
Furthermore, implementing sustainable practices often leads to reduced energy and water consumption, waste reduction, and overall operational cost savings. These efficiencies can improve the hotel's bottom line. The pursuit of sustainability through certification positions hotels as leaders in responsible tourism. It demonstrates a genuine commitment to protecting the planet and supporting local communities, ensuring that the hospitality industry can thrive in harmony with the environment for generations to come. The ripple effect of these efforts extends beyond the hotel itself, contributing to a global movement towards a more sustainable and equitable world.
Photo credits: Pexels, Sebastian Coman Travel
A large number of hotels get the community involved in their sustainable journey through a variety of initiatives that promote environmental stewardship, economic growth, and social responsibility. Some examples (without saying any brand names to remain neutral): I have seen hotels organize regular community clean-up programs in local neighborhoods, parks, and beaches, fostering a sense of pride and environmental awareness. Several of them also partner with local farmers, artisans, and businesses to source food, products, and services to support the local economy and reduce the carbon footprint associated with transportation. Additionally, many host educational workshops and events on sustainability topics, such as recycling, composting, energy conservation, and sustainable tourism, open to both guests and local residents. I have also seen hotels encourage guests and staff to participate in local environmental initiatives, such as tree planting, wildlife conservation projects, or habitat restoration efforts, that significantly contribute to community engagement; others collaborate with local environmental NGOs to support their initiatives and raise awareness among guests and the community and publicly celebrate these achievements that inspire community pride and engagement.
By working together with local businesses, environmental organizations, and other key players in its destination, hotels can create comprehensive sustainability programs that address a wide range of issues, from reducing carbon footprints and conserving water to supporting local economies and promoting cultural heritage.
I believe education plays a critical role in this effort, as it empowers both staff and guests to make informed decisions that contribute to their sustainability goals. Hotels can provide training for their employees on best practices for energy efficiency, waste reduction, and responsible sourcing. Additionally, by offering educational materials and programs for guests, hotels can encourage more sustainable behaviors during their stay and beyond.
Innovation is also key to advancing sustainability in the hospitality industry. By investing in new technologies and practices, hotels can significantly reduce their environmental impact. For example, adopting energy-efficient lighting and HVAC systems, implementing water-saving fixtures, moving towards zero single-use plastic, and utilizing renewable energy sources can all contribute to a more sustainable operation. Moreover, hotels can explore innovative ways to manage waste, such as composting organic materials and partnering with recycling programs.
Through collaboration, education, and innovation, hotels have a unique opportunity to lead the way in promoting sustainable practices that benefit not only the environment but also the local communities they serve, and GSTC-Ceritification can pave the way for them.
Hospitality can have a big impact on local communities and the environment. On the positive side, hotels create jobs and draw in tourists who spend money at local shops, restaurants, and attractions, helping the local economy. But there are downsides too. More tourists can put pressure on local resources and infrastructure, sometimes making things more expensive for residents and even pushing them out of their homes. Environmentally, hotels can increase waste, water use, and energy consumption, which can harm natural resources and cause pollution. To lessen these negative effects, it's important for hotels to adopt eco-friendly practices like reducing waste, saving water, and using renewable energy.
Today, we are talking to Elissa Keenan, Chief Executive Officer of Ecotourism Australia, about connection between hotels and communities and the global strive to 'greener' tourism.
"Does receiving an international 'green' certification make a change for a hotel?"
We know that increasingly more and more travellers are actively looking for sustainable options when travelling. Travellers will choose a destination or accommodation committed to supporting culture and community, and they may even spend more to ensure an authentic, sustainable and responsible travel experience.
We also know that visitors are actively looking for authentic experiences backed by credible brands, particularly those holding a valid and current certification. There is a significant global shift around credibility and authenticity of green claims and ensuring they are backed up. Greenwashing is a global issue that we need to work together on to avoid.
Ecotourism Australia’s ECO and Sustainable Tourism Certifications use independent third party auditing which provide ongoing improvement recommendations for the hotel to ensure they continue to meet global best practice standards in sustainability.
Undertaking Ecotourism Australia’s global standard ECO or Sustainable Tourism Certification can help hotels manage for the long term, provide a positive financial return, build resilience and protect our tourism product into the future.
We know the demands of travellers are changing – visitors and tourism trade are looking for sustainable and responsible options, and are looking for clear, credible certification standards. We know we need to commit now to really start embedding sustainability as a normal part of business and indeed it is a ‘must do’, no longer a ‘nice to have’.
Photo credits: Rae Wallis, Pexels
"What sustainable efforts can contribute to a hotel's business success, while serving the community at the same time?"
Sustainable tourism is important for all tourism activity, as every business has impact on its operating environment, the local economy and community and the region’s culture. A hotel can provide sustainable experiences for their guests while ensuring they are minimising negative impacts on the environment and maximising benefits for local communities and culture.
Establishing a sustainability ethos within your business brings with it sustainability-driven customers looking to find holiday experiences that align with their values, as well as employees seeking an opportunity to work for a greater purpose.
Being sustainable is not just about minimising environmental impacts, it also includes being connected and engaged in your local community. When your businesses is entwined and part of the community, you become an integral part that is then supported in return by the locals.
Simple sustainability initiatives that hotels can do to benefit their business and the community include; sourcing local produce and supplies, engaging and recruiting local staff, participating in local issues and business groups, and including community give back into their financial decisions (e.g. sponsoring the local sporting club or a locals discount).
Hero image credits: EcoTourism Australia, Lovleah
Hospitality industry's sustainable practices extend far beyond its physical footprint. Today, we are asked Carolyn Wincer, Managing Director of Travelife about hotel's role in developing communities and locations.
With the recent rise of sustainable travel trend, many hoteliers ask a question if being officially 'green' certified really affects the business. Today, we are talking to Albert Salman, President of Green Destinations/ Good Travel Seal, who is sharing his thoughts on successful collaboration between hospitality and international sustainable certification bodies.
HC: Is receiving an international 'green' certification impactful for hotels? What sustainable efforts can contribute to a hotel's business success, while serving the community at the same time?
AS: "Earning the Good Travel Seal (GTS) is not just an accolade—it represents a continuous and comprehensive journey towards validating the sustainability initiatives of tourism businesses, enabling them to confidently showcase their commitment and values.
The advantages of GTS are profound. Certification drives greater operational sustainability in businesses. Research has shown that on average, certified businesses report a 19% reduction in water usage, a 24% decrease in waste production, and a 10% cut in CO2 emissions. These improvements extend beyond environmental benefits to include substantial savings in resource consumption and costs. Following a comprehensive approach, the GTS criteria also evaluate the accessibility measures of a business and its efforts to protect and promote local culture and traditions.
Photo credits: Pexels, photo by Maria Orlova
With GTS, each certified business receives a performance scorecard, enabling it to transparently communicate its strengths to customers and clarify the reasons behind their sustainability certification. Certified businesses generally achieve higher ratings and more positive reviews, which enhances guest satisfaction and increases visitor numbers. Ultimately boosting both the quality of management and services. Being GTS-certified increases a business’s profile on key Online Travel Agencies (OTAs) including Booking.com, Good Travel Guide, EcoHotels, and Tourism 2030. These platforms are gradually adopting sustainability certifications as the sole criteria for inclusion, positioning these businesses as preferred sustainable options amongst travellers."
Hero image credits: Good Travel Seal
Hospitality and tourism stakeholders collaboration fosters a seamless and memorable travel experience, encouraging repeat visits and positive word-of-mouth. Moreover, pooling resources and expertise allows for more effective problem-solving and innovation, ensuring the destination remains competitive and attractive in a rapidly evolving market.
Today, we asked Chalaka Gajabahu, Chairman of Sri Lanka Tourism Promotion Bureau to share his insights on the importance of partnerships between the industries.
HC: How can tourism boards and hotels collaborate together in order to successfully promote a destination and achieve results beneficial for both industries?
CG: "Sri Lanka Tourism is the National Tourism Organization initially established under Ceylon Tourist Board Act No. 10 of 1966 with the objective of developing Tourism in a more planned and systematic manner in Sri Lanka. After identifying the need to set up an institutional framework, by the Act No 38 of 2005 there were four Organizations such as Sri Lanka Tourism Development Authority (SLTDA), Sri Lanka Tourism Promotion Bureau (SLTPB), Sri Lanka Institute of Tourism and Hotel Management ( SLITHM ) and Sri Lanka Convention Bureau (SLCB) were established in 2007. While SLTDA acts as the regulatory body of the Tourism Industry, SLTPB is the promotional arm responsible for destination marketing.
The Accommodation sector in the country ranges from the star class hotels to Guest Houses, Rest Houses, Heritage Bunglows, Home stays, Eco Lodges, Boutiques & Villas etc. Currently There are around 53,230 such accommodation units registered and licensed under the SLTDA to cater to local and foreign guests. Each of these accommodation units are required to pay a Tourism Development Levy (TDL) of 1% of their net income annually to the SLTDA which will be utilized for tourism development and promotional work by the afore mentioned four tourism institutes which directly come under the purview of the Ministry of Tourism and Land. The majority of the income is generated from the Hotel sector."
"Sri Lanka Tourism is having a very close relation with the hotel industry in Sri Lanka. Being registered with SLTDA, hotels have the privilege in getting any benefit offered by the government, related to the hotel industry. This will include tax concessions, moratoriums on loan repayments, recommendations for resident visa for foreign staff etc. Further the hotel industry could take part at tourism travel shows , road shows and other events organized by SLTPB overseas. This will create a platform for them to directly contact Travel partners in respective markets to promote their properties.
By collaborating with Sri Lanka Tourism, these hotels will get the maximum publicity by hosting Foreign Media/Journalists, Travel Bloggers/Vloggers, Celebrities etc. who will promote the destination as well as the unique industrial properties.
The Hotel industry plays a major role in creating employment opportunities specially to the Youth sector contributing towards earning foreign exchange earnings for the economic development of the country.
Over the years, several Sri Lankan Hotels have won prestigious awards for their unique hospitality and efficient service. Similarly, Sri Lanka Tourism has received many accolades as a destination from various International publications. Therefore this joint collaboration with Hotel industry and Sri Lanka Tourism will bring more revenue and recognition to Sri Lanka as a Travel Destination, renowned for its warmth and Hospitality."
Photo credits: Sri Lanka Tourism Promotion Bureau
A strong cooperation between tourism boards and hospitality can amplify the appeal of a destination, enhancing visitor experiences and driving economic growth. By working together, they can create cohesive marketing strategies, streamline information dissemination, and offer integrated services that cater to tourists' needs.
Today, we asked Ken Massie, Head of Industry Development of VisitScotland to share his approach to involving both sides of the travel industry to drive the business.
Photo credits: Visit Falkirk
HC: How can tourism boards and hotels collaborate together in order to successfully promote a destination and achieve results beneficial for both industries?
KM: VisitScotland has a clear core purpose - to drive the visitor economy, growing its value in Scotland. Partnership working is at the heart of all that we do, this includes collaborating with colleagues in the hotel sector to make Scotland a destination of choice for visitors from near and far.
We work with hospitality bodies, hotel associations and hotel groups. Partnership marketing is a crucial part of our wider marketing strategy to position Scotland as a year-round destination, encouraging seasonal and regional spread.
A good example of this is our media partnership campaign with Hilton hotels, to promote winter breaks in Scotland's cities. With a focus on showcasing timely, authentic moments that could only be experienced by staying overnight in each city during the winter months, the campaign resonated with consumers and delivered strong results for both partners.
We also support businesses to internationalise, helping them to reach new visitor audiences in new markets. We have an established annual programme of travel trade events where we work closely with tour operators and Scottish trade-ready businesses, including our flagship travel trade event, VisitScotland Connect.
Feedback from hotel groups shows that attending our trade events and working with our Intermediary team has a positive impact. And collaboration makes economic sense; it allows us to extend our reach and help bring our visitor offering to a wider range of audiences.
Hero image credits: VisitScotland / Kenny Lam
