Sustainability in the hospitality sector

February 26, 2024

This is an executive summary of our white paper "Sustainability in the Hospitality Sector".

Executive Summary

Unveiling Sustainability in the Hospitality Sector: Common Misconceptions and Recommended Strategies

Despite continuous tourism growth prior to the COVID pandemic, Vietnam was ranked 96th out of 99 countries in a global sustainable tourism ranking conducted by Euromonitor International in 2021, which examined seven aspects of sustainable tourism, including environmental, social, and economic sustainability, country risk, sustainable tourism demand, transportation and lodging (Vietnam Express, 2021). To look more into this issue, we have researched to unveil the different challenges behind this phenomenon and find out the challenges that hotels in South East Asia, particularly in Vietnam, are facing.

Through the course of this research, we encountered several recurring sustainability misconceptions across participating hotels. These fallacies could deter hotels from adopting more sustainable practices or divert their attention from existing important issues. Additionally, hotels are more likely to receive criticism for greenwashing if they implement solutions based on these misconceptions.


Our investigation delved into the landscape through 18 comprehensive interviews with executives hailing from 3, 4, and 5-star establishments in Da Nang and Ho Chi Minh City. Representing a spectrum of hotel sizes and management styles, respondents held pivotal roles such as General Managers, F&B Managers, and Marketing Managers.

Unveiling Myths:

Our study unearthed five prevalent misconceptions impeding sustainability endeavors within hotel premises:

Blueprint for Sustainability Strategies: Concluding with actionable recommendations, the report outlines pivotal strategies for elevating sustainability within the hospitality sphere:
Towards Sustainable Horizons:

These strategies serve as a beacon, steering hotels towards a path of sustainable excellence by dispelling misconceptions and offering pragmatic solutions, fostering a future where environmental responsibility is integral to hospitality endeavors.

For the full report, click here.