Blog

Today’s travelers seek places that reflect their priorities, without compromising comfort or convenience. In a landscape where personalization and conscious decision-making matter more than ever, sustainability has become a defining chapter in the story boutique hotels and short-term rentals tell. What once was a guest perk — biodegradable toiletries, refillable dispensers, low-waste operations — now plays a central role in shaping a property’s brand identity.

According to Booking.com’s 2023 Sustainable Travel Report, 76% of global travelers want to make more responsible travel choices. Even more telling, over 41% say they actively seek out stays that clearly communicate environmental commitment.

Sustainable amenities allow boutique hotels and STRs to connect their daily operations to the values that matter to today’s travelers.

Branding Through Daily Guest Touchpoints

In hospitality, consistency is key – and sustainability, when woven into multiple touchpoints, becomes part of the guest’s emotional takeaway. From in-room amenities to visual styling, each element contributes to a recognizable, values-driven identity.

Properties that consistently use eco-conscious materials, refillable systems, and reusable textiles send a clear message: we care, and we act. This doesn’t just resonate with guests. It also defines the property’s place in a growing category of mindful luxury.

Tip: Start with a sustainability audit across your spaces. What gets used once and tossed? What could be replenished more responsibly? The answers will reveal where your story is currently being told – and where it could be stronger. One way to strengthen guest experience and support sustainability is through custom-branded amenities designed for boutique hotels. Discover how custom-branded amenities enhance guest experience.

Designing Guest Spaces with Purpose and Impact

Sustainability can (and should) look good. Gone are the days of sacrificing style for impact. Thoughtfully selected amenities signal refinement and values in equal measure.

Examples of guest-ready eco choices:

• Bulk gallon refills and dispensers offer a polished way to reduce single-use waste without sacrificing design. Making the switch to a refillable system can also improve hotel profitability and advance sustainability goals.
  
• Faux florals in lobbies and guest rooms offer a lasting alternative to live flowers, especially in high-turnover spaces. These Bloomist stems offer sculptural beauty and seasonless color, all without the upkeep or environmental cost of weekly fresh arrangements.
  
• Reusable linens and textiles that replace disposable paper items—like napkins, spa cloths, or makeup towels—provide daily proof of a low-waste approach, while still feeling premium.

None of these feel like a grand statement. But when you line up the choices made across rooms, bathrooms, lobbies — there’s a sense of care and story that begins to take shape. If you’re sourcing for a new property, or just making a few updates, the Amenie Trade Program might be worth exploring. It's designed for hospitality professionals and offers some flexibility with pricing and access.

Since Bloomist is part of the program, you also get 30% off their nature-based decor and sustainable botanicals, plus early access to new arrivals. The idea is to simplify sourcing and bring a bit more cohesion to the process — especially when you’re managing a lot of small decisions at once.

Why Eco-Conscious Practices Build Long-Term Trust

Eco-friendly practices also future-proof your brand. As regulations tighten, costs shift, and consumer expectations evolve, the properties with systems already in place will be the ones guests trust most.

The hospitality industry is already seeing movement on this front. With state laws now accelerating the move toward bulk hotel amenities, early adopters are positioning themselves ahead of the curve.

Sustainability also builds loyalty. Guests who connect with a brand’s values are more likely to book again, recommend to friends, and leave meaningful reviews. In a competitive landscape, such advocacy carries weight.

Tip: Reinforce your choices across your site, signage, and booking platforms. Even simple copy like “refillable dispensers” or “low-waste guest supplies” create alignment before guests even arrive.

Strategies That Feel Sincere, Not Staged

Luxury-minded travelers are increasingly design-literate. They notice what blends in, what stands out, and what feels performative. The best sustainability strategies are those that feel natural to the space.

Consider:

• Subtle notes about reuse and sustainability in welcome materials or digital guides
  
• Offering an optional towel reuse program rather than defaulting to daily laundering
  
• Choosing guest room supplies and bed & bath linens made from organic or recycled fibers—not for the label, but for the tactile comfort they bring

For more inspiration, The Sensory Side of Hospitality explores how sensory design and sustainability create deeper guest connections.

Telling a Compelling Brand Story Through Sustainability

The more your amenities reflect lasting, values-driven decisions, the more your brand feels alive and lived-in. From lobbies dressed in long-lasting greenery to guest rooms stocked with intentional, low-waste supplies, each element reinforces what your property stands for.

Want a broader look at what’s shaping the hospitality landscape? Top hospitality trends for 2025 highlight how sustainability is becoming a major driver of guest loyalty and brand strength.