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THE U.S. HOSPITALITY industry faces an environmental wake-up call as guests seek accommodations that align with their values beyond amenities alone. This trend has fundamentally changed how hotels approach sustainability, with many adopting practices such as reduced water consumption and energy conservation. Large hotel chains like Hilton Hotels & Resorts and Marriott International have openly declared their efforts to minimize environmental impact. However, achieving meaningful sustainability requires franchise owners and operators to be on the same page. "As a global hospitality leader, Hilton is dedicated to providing exceptional guest experiences," said Jean Garris Hand, Hilton's vice president of global ESG. "However, we also recognize our profound responsibility to safeguard the destinations where we operate for future generations of travelers. Our efforts to reduce energy, carbon emissions, water usage, and waste are integral to Travel with Purpose, Hilton's comprehensive environmental, social, and governance strategy aimed at promoting responsible travel worldwide."

HE WORLD TRAVEL & Tourism Council's Hotel Sustainability Basics, a global initiative assisting hoteliers in improving their sustainability ratings, recently surpassed 1,700 verified hotels across 70 countries worldwide. Hotel groups from destinations such as France, China, Mexico, India, Germany, South Africa, Philippines and Norway joined the initiative, WTTC said in a statement. During its first year, Hotel Sustainability Basics gained endorsements from destinations worldwide, including the Caribbean, Mauritius, Colombia, UAE, Azerbaijan, Mexico, and Ecuador, the statement said. Hotel brands, including Jin Jiang, Louvre Hotel Group, Choice Hotels and Radisson Hotel Group, have adopted Basics. Other major brands joining the initiative include Intrepid, British Airways Holidays, HBX Group, WebBeds and Abercrombie & Kent. "Our goal is to have a globally recognised trademark that shows customers at a glance, that a hotel is supporting the planet by saving energy, cutting plastics, protecting nature, and supporting their local community," said Julia Simpson, WTTC's president and CEO. "It is a win win. We launched the scheme only a year ago and the uptake has been incredible. 70 countries have signed up with over 1700 properties verified with a long waiting list. It will bring lasting change."