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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."

IHG HOTELS & RESORTS recently launched the "Low Carbon Pioneers" program to unite energy-efficient hotels that do not use on-site fossil fuel combustion and supported by renewable energy. This first-of-its-kind community will help IHG test, learn and share sustainability findings, aiming to inspire other properties and promote carbon reduction practices across IHG's portfolio. The company seeks government support for renewable energy access, owner incentives and reduced technology costs to speed the industry's transition to a greener future, IHG said in a statement. "We are excited to launch our Low Carbon Pioneers program as another innovative way in which we're meeting evolving guest expectations, helping our hotel owners future-proof their businesses and reducing carbon across our [portfolio]," said Elie Maalouf, IHG Hotels & Resorts' CEO.