Sustainability in Hospitality: New Data Reveals Guest Expectations and Practical Opportunities

As 2025 approaches, the hospitality industry faces renewed scrutiny and opportunity regarding its sustainability journey. The latest insights from Booking.com’s 10th annual “Travel & Sustainability” report shine a spotlight on a fundamental shift: today’s travellers are more informed, intentional, and expect visible action from accommodation providers. For Africa’s travel sector, these findings are both a wake-up call and a roadmap toward more resilient, community-focused business models.

The numbers paint a compelling picture. More than half of travellers—53%—are now acutely aware of the environmental and social footprint of tourism. This growing consciousness extends far beyond abstract ideals: a remarkable 93% of guests say they want to make more sustainable travel choices, and many are already adjusting their behaviour to align with these values. Equally significant, 73% of those surveyed wish for their spending to directly benefit local communities, and 69% express a desire to leave destinations better than when they arrived. These statistics underscore a profound evolution in guest priorities, and African hospitality providers are well positioned to lead the way in meaningful, guest-centric sustainability.

But what does this mean in practical terms? The report’s findings make it clear that guests want more than promises—they want to see and experience real, tangible sustainability initiatives during their stay. Every interaction, from check-in to checkout, presents an opportunity to demonstrate a commitment to environmental stewardship and social impact. Whether it’s a key card crafted from sustainable materials, participation in local conservation programs, or visible partnerships with community artisans, each touchpoint can strengthen guest trust and foster deeper connections.

For example, simple but effective displays of sustainability—such as clear signage, visible certifications, or stories about local partnerships—can transform abstract claims into compelling narratives that guests believe in and support. This approach doesn’t just enhance reputation; it also builds loyalty, as travellers increasingly choose properties that align with their values and offer authentic, responsible experiences.

One practical illustration of this approach comes from suppliers like GCSTIMES, a company that has helped hotels worldwide make their sustainability efforts visible and credible. By providing hotels with large orders of sustainable key cards—made from innovative materials like wood, plant-based leather, or PLA—GCSTIMES offers a complimentary, elegantly framed Carbon-Reduction Certificate. This certificate, prominently displayed at the property, serves as a visible testament to the hotel’s commitment and invites guests to participate in the sustainability journey. Initiatives like these demonstrate how small operational shifts can reinforce a broader sustainability narrative, making it real for guests at every level.

GCSTIMES itself has evolved into a global platform for sustainable innovation since its founding in 2011. Beginning with smart card research and development, the company has expanded its focus to include sustainable material solutions and a portfolio of products that blend technology, cultural preservation, and environmental responsibility. Today, GCSTIMES operates from five international hubs and 20 offices worldwide, supplying over 100,000 hospitality groups across 140 countries with sustainable smart cards, creative key card designs, eco-friendly supplies, and bespoke cultural gifts. Their philosophy is simple: technology should empower progress while preserving local culture and supporting low-carbon goals.

For hospitality businesses in Africa, these trends and solutions offer several clear takeaways. First, there is a growing commercial imperative to make sustainability both visible and verifiable. Guests are no longer content with generic statements; they seek evidence—certificates, partnerships, and products that tell a story. Second, sustainability is not just an environmental concern but a vital business strategy, closely linked to guest satisfaction, community impact, and long-term brand value. Properties that align their offerings with these expectations stand to attract a more engaged, loyal, and discerning clientele.

There are also broader implications for the African travel sector. As global and domestic travellers become more selective, properties that demonstrate authentic ties to local culture, responsible sourcing, and measurable climate action will be best positioned to capture new market share. This extends to supply chain choices, guest engagement programs, and even the design of everyday items like key cards and amenities. By collaborating with partners who share these values, African hotels can embed sustainability into the fabric of their operations and guest experience.

The path forward is clear: hospitality providers must move sustainability from the back office to the front desk, making it a visible, actionable, and integral part of the guest journey. From innovative products to transparent reporting and community engagement, every element matters. As climate pressures mount, investor scrutiny grows, and consumer expectations rise, the African hospitality industry has a unique opportunity to lead by example—turning sustainability from a compliance obligation into a powerful business advantage and a reason for guests to return.

With the right strategies, partnerships, and commitment, sustainability in hospitality is no longer just a trend—it’s a defining standard for the years ahead, offering African operators both a challenge and a chance to shape the future of travel on the continent.