2024 Marks a Pivotal Year for WTTC’s Hotel Sustainability Initiative with Unprecedented Growth

The World Travel & Tourism Council (WTTC) celebrates a landmark year for its Hotel Sustainability Basics program, which has seen a remarkable surge in global participation. Since its inception in January 2024, the program has doubled its reach, now encompassing 3,400 verified properties across 80 countries, a significant increase from 1,700 hotels in March.

This rapid expansion underscores the travel industry’s commitment to enhancing sustainability practices. Among the major hotel brands participating are Jin Jiang, Louvre Hotels Group, Choice Hotels, and Radisson Hotel Group, reflecting a broad spectrum of the hospitality sector embracing sustainable operations.

The Hotel Sustainability Basics is an independent global verification initiative designed to assist hotels in improving their sustainability performance. Managed by Green Key and SGS, the program involves a 12-step plan aimed at reducing carbon emissions, conserving nature, and ensuring local communities benefit from hotel operations.

The WTTC has also announced strategic partnerships to further the reach and effectiveness of the program. A notable collaboration with BeCause aims to improve relationships with online travel agents (OTAs) and create a platform for hotels committed to sustainable practices. Additionally, the program has achieved “full alignment with Green Key,” enabling Green Key certified hotels to gain WTTC verification effortlessly.

WTTC President & CEO, Julia Simpson, highlighted the significance of this achievement, stating, “Reaching 3,400 verified properties is not just a milestone; it’s a clear indication that the industry is ready to embrace sustainability on a global scale. This initiative is about uniting hotels, industry partners, and sustainability standards to create a future that is resilient, responsible, and respectful of our planet.”

The WTTC’s efforts have garnered endorsements from diverse global destinations, including the Caribbean, Mauritius, Colombia, UAE, Azerbaijan, Mexico, and Ecuador, showcasing a worldwide commitment to sustainable tourism practices. As the program continues to expand, it sets a new standard for sustainability in the hospitality industry, promising a greener future for global travel.