Sustainability in Hospitality: Introduction
Sustainability in hospitality is fast becoming a deal-breaker. According to fresh insights from Play It Green partner KAM, customers aren’t just noticing green credentials, they’re actively looking for them when deciding where to eat, drink, and return.
This shift isn’t driven by regulation or internal policy. It’s being led by consumer expectation, Gen Z habits, loyalty behaviours, and operational pressures. Combined with our own research into workforce engagement and climate action, the message is clear: if you’re in hospitality and you’re not acting on sustainability, you’re missing out on long-term growth.
Sustainability in Hospitality: Why It Matters
Sustainability is now a deciding factor for both guests and operators. According to KAM’s loyalty survey, over half of hospitality customers actively look for sustainability information when choosing a venue, and poor environmental practices can be a reason not to return.
This is especially true for younger audiences. Gen Z customers visit more often, are more likely to join loyalty schemes, and value sustainability more than previous generations. Many expect clear information on food sourcing, carbon footprint, and ethical standards, and they’re more likely to reward venues that provide it with repeat business.
There’s also a clear business case. In recent KAM research, 27% of hospitality leaders said sustainability is an area where their business would benefit from support, and 41% are actively looking for ways to improve efficiency. Acting now can reduce waste, improve staff retention, and build brand trust at a time when operational pressures are already high.
The Opportunity for Hospitality
Sustainability isn’t just good for the planet. Done well, it brings clear commercial returns. KAM’s insights show that over 40% of guests are more likely to visit a venue if they see a promotion linked to sustainability or community impact.
From energy efficiency to low-waste kitchens and greener menus, each action is a chance to improve margins and grow loyalty. Many customers now expect to see visible change. Meat-free dishes, refill stations, digital receipts, and even sustainable wines are all part of what shapes their impression of a venue.
They also engage more with stories. When staff understand the sustainability credentials of what they’re serving, 65% of customers are more open to food and drink suggestions. This creates better experiences and stronger connections.
Events bring another level of opportunity. Group organisers and corporate planners are increasingly filtering venues by sustainability standards. Those who can demonstrate action on carbon, food miles, and ethical sourcing are more likely to get the booking.
This shift is already well underway. Hospitality that adapts early will benefit the most.
How Play It Green Supports Sustainability in Hospitality
With costs up and teams stretched, sustainability can feel like one more thing to juggle. That’s why Play It Green created a free initiative designed specifically for hospitality. It’s simple to run, makes a real difference, and benefits your business as much as the planet.
Here’s how it works. Customers are invited to plant two trees at checkout or bill pay for just £1 (automatic add with option to remove). From that, 10p goes to one of the industry’s leading trade charities, supporting mental health, wellbeing, or crisis relief. The rest funds verified nature repair, from mangroves to rewilding, with full transparency and impact tracking.
Each participating venue gets access to educational resources, downloadable templates, a support hub, and regular content to share with customers. There’s signposting to everything from sustainable wines to low-carbon menu design and dish-level Footprinting, making it easier to take action, tell your story, and involve your team.
It’s funded by your customers, powered by your values, and free for your business. A small change that creates long-term value.
Sustainability in Hospitality: Wrap Up
The research is clear, sustainability in hospitality is more than a trend. It’s shaping how guests choose where to go, how often they return, and what they expect from the experience. It’s also becoming a point of difference in recruitment, team culture, and long-term profitability.
For venues that want to take action without adding to the workload, Play It Green’s free initiative is a practical place to start. It helps reduce environmental impact, supports the wider industry, and gives teams and guests a reason to feel proud.
The future of hospitality will be greener. The question is who gets ahead of it, and who gets left behind.
If you’d like to explore the KAM research in more depth, you can head to their website using the link below:
Embrace a Sustainability in Hospitality with Play It Green
By joining Play It Green’s hospitality initiative, you can build climate action into your everyday operations, without the extra workload. From planting trees and supporting mangrove and sea kelp restoration, to educating your team and boosting your sustainability story, everything is set up to make it easy.
Whether you’re looking to reduce your footprint, involve your staff, or show customers you care, this is a practical way to start.
And every £1 plants two trees, supports the industry through charity, and helps repair nature for good.
Want more info before deciding? Click here.
