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APPROXIMATELY 82 PERCENT of American travelers see sustainable travel as important, with nearly half, 48 percent, viewing it as secondary to trip planning, according to a recent survey by Booking.com. However, roughly 32 percent expressed fatigue towards discussions on climate change. The survey conducted among 31,000 people across 34 countries and territories highlighted the need for collective action to maintain momentum toward a more sustainable travel industry, Booking.com said. "While many travelers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone," said Danielle D'Silva, Booking.com's head of sustainability. "It's important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. That's where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, it's also a reminder to maintain our focus on the impactful work we know can make a difference not only for travelers, but for communities and destinations everywhere."

THE U.S. TRAVEL ASSOCIATION recently launched the Sustainable Travel Coalition to align the travel, transportation and technology sectors to create a more sustainable U.S. travel industry, a statement said. The coalition with nearly 60 member organizations will advise USTA on sustainability issues, opportunities and concerns within the industry. The long-term goals of the coalition include, showcasing innovative technologies and calling attention to the ongoing actions and leadership of travel professionals in the sustainability space, boosting industry goals and commitments to conservation, best practices, waste and emission reductions and both long- and short-term investments. It will also highlight why sustainability matters in the industry and play offense by identifying and promoting proactive policies and defend against harmful policies that slow progress or penalize the industry without progress. A policy committee will monitor regular progress and collaboration.

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."

HOTEL OWNERS NAVIGATING industry changes wrought by the pandemic face no dearth of challenges: the decline in business travel, competition from home rental apps and ongoing labor shortages are just a few. Too often, the people owning the hotels - many of them small business owners - are figuring out how to adapt to the new hospitality landscape with added complications from the hotel brands that should be their partners. While many hotel owners have struggled to maintain their livelihoods since the pandemic began three years ago, some big hotel chain franchisers sold hundreds of millions of dollars' worth of loyalty point value to credit card companies under a system that often fails to adequately reimburse the franchisees. That is the thanks these hardworking franchisees got as they worked hard to keep hotel doors open. It does not have to be this way. Generations of franchise owners have successfully embraced entrepreneurship through the franchising model. Franchising allows budding entrepreneurs to adopt a known brand name and comprehensive business strategies in exchange for a portion of the revenue. This partnership has nurtured our industry: Hotels owned by our members employ 1.1 million Americans and contribute $368 billion to the economy. But the franchising relationship needs to be a two-way street to be truly successful. That is why we must ensure that the franchise industry engages in sustainable practices that recognize and safeguard the contributions of small business owners.

THE OMICRON COVID-19 variant could derail the hotel industry's fledgling recovery if countries like the U.S. move forward to tighten testing policies, according to HotStats. Future hotel bookings, meetings and other hotel-related activity will be impacted by the expectation of travel impediments, whether self-imposed, company-imposed or government-mandated, it added. In the U.S., major indices were still down double digits in October 2021 compared to same month two years ago, according to a blog post by HotStats. "Since a rapid uptick in occupancy from the beginning of the year through the summer, hitting an apex in July, occupancy in the U.S. has since more or less flatlined, a signal that the leisure boom could not be sustained at the same levels prior," said HotStats. "Though much maligned, there is propitious data surfacing in corporate travel. In October, corporate ADR was $7 higher than in October 2019 and $35 higher than in the previous month. Corporate volume mix, defined as the proportion of rooms sold at the corporate rate compared to total rooms sold, has grown 6 percentage points since July."