Hotels Are Faking Sustainability

I’ve always been fascinated by hotels—how they work, what makes them successful, and how they can improve. But there’s one thing about the industry that really bothers me: most hotel sustainability programs are fake.

Think about those “reuse your towel to save the planet” signs. They make you feel like you’re helping, but they’re really just saving the hotel money. Meanwhile, the hotel wastes water on pools, fountains, and perfectly green lawns that don’t even belong in that climate.

And those green certifications? They’re a joke. Hotels get them for doing the bare minimum, like putting out a recycling bin while ignoring bigger problems like overbuilding in fragile places. Guests feel good about staying “eco-friendly,” but nothing meaningful is actually happening.

If hotels were serious about sustainability, they’d stop building where they shouldn’t use less water, and invest in the local communities they depend on. I love this industry, but it’s time to call out the greenwashing and push for real change.