The first Tomorrow’s Value Rating of the world’s 10 largest hotel groups shows that most of them are only just
beginning to address the wide range of social and environmental challenges facing the sector.
Despite increasing consumer awareness of these issues, the companies generally provide little information on
their sustainability efforts and performance, and only a few demonstrate a systematic approach to managing
their social and environmental impacts. As a result, they are running reputational risks, and missing out on
opportunities for strategic differentiation. Also, many of them are poorly prepared for a future tightening of
regulation.
Tourists and businesses have reined in their spending on travel, and the sector is having a tough time that may
well carry on for a while. But those that fail to take sustainability seriously now are going to find it even harder
in future.