1. Millennials have spoken: sustainability is the future for hotels
As of 2019, Millennials have officially overtaken Baby Boomers in the U.S. workforce. Their reign will last well into 2034, at which point Gen Z will be fully employable (peaking at around 78 million). So, as an industry, we can’t ignore them. And now they’re demanding that hotels go green.
According to Diana Verde Nieto, co-founder and CEO of Positive Luxury, “Millennials are twice as likely to support brands with strong management of environmental and social issues, and expect brands to not only manage their impact but communicate it.”