The hospitality industry sits at the crossroads of experience and responsibility.
As utilities, energy, and resource costs rise, and as travelers grow more discerning about their environmental footprint, I believe hotels that prioritize sustainable operations are positioning themselves as sector leaders.
At STORY Hospitality, sustainability is woven into both the guest experience and day-to-day operations. We have seen first-hand how eco-conscious practices enhance both resilience and reputation. Here, I’d like to share some high points from our journey towards becoming an award-winning sustainable hospitality group.
Rethink energy and water management
We all know that energy efficiency and resource preservation form a solid foundation for offering truly sustainable hospitality. Utilities are among the highest costs for hotels, making efficiency not just an environmental decision but a financial one.
Our portfolio of properties is adopting solar energy solutions, rainwater reservoirs, and sewage treatment plants, for example, to support irrigation and landscaping needs. These measures cut costs, reduce environmental impact, and safeguard operational resilience.
Lighting upgrades, motion sensors, and efficient HVAC systems have already helped achieve measurable savings. At The H Dubai, for example, electricity use has been reduced by up to 20 percent, proving that incremental change delivers tangible impact. STORY Seychelles has gone further, introducing rainwater capture and filtration systems that both eliminate single-use plastics and meet guest expectations of premium service.
Embrace certification and accountability
Certification provides credibility and benchmarks progress. STORY hotels are Green Key certified, a recognition that reassures both guests and investors. In Rabat, STORY was the first hotel group in Morocco to secure this accreditation, underlining its leadership in sustainable practice. The group is also exploring LEED and BREEAM standards for future properties, aligning with global frameworks that are increasingly required by regulators and institutional investors.
Embedding certification into operations ensures accountability. It also helps future-proof assets against tightening environmental regulation, energy price shocks, and carbon taxes. ESG leadership is not just reputational, it is financial resilience.
Build responsible supply chains
Transforming a hotel into a sustainability leader also requires rethinking procurement. We prioritize local suppliers, farmers, and producers, ensuring that food and beverage offerings celebrate local heritage while reducing carbon miles. Partnerships with artisans and farmers not only strengthen regional economies, but also enrich the guest journey.
Responsible purchasing extends beyond F&B. We increasingly source eco-conscious products, from refillable in-room amenities to natural, paraben-free spa lines. Prioritizing suppliers with transparent certifications, such as Fairtrade or Rainforest Alliance, ensures every product reflects our commitment to environmental stewardship.
Protect biodiversity and local ecosystems
And of course, sector leadership in sustainability goes beyond reducing carbon footprints.
Properties must actively preserve the environments they depend on. STORY Seychelles provides a striking example, with coral nursery preservation projects and lagoon protection initiatives that safeguard marine ecosystems while offering guests a deeper connection to the destination. Such programs demonstrate that luxury can coexist with stewardship of local flora and fauna.
Harness technology for sustainable luxury
Digitalization supports sustainable transformation by cutting waste and improving efficiency. We have introduced paperless check-ins, digital menus, and AI-driven guest feedback analysis across its portfolio. All invisible to the guest, but impactful for operations, reinforcing the idea that sustainability need not compromise service.
Technology also helps track carbon use, monitor energy consumption, and streamline operations. For STORY, AI and digital systems have created efficiencies that enhance both the guest experience and the company’s environmental goals.
Create guest-first sustainable experiences
The most successful sustainability initiatives are those that enhance, rather than limit, the guest experience. STORY hotels design changes to be felt rather than seen: cooler rooms that consume less energy, bottled rainwater that replaces plastics, or wellness menus sourced from local farmers, to name a few. Guests increasingly value “clean” beauty products, plant-forward dining, and sustainable packaging.
Luxury today lies in intelligent replacement rather than removal. A flawless, paperless check-in feels more premium than one weighed down by forms, while refillable amenities in elegant dispensers elevate a room as much as they protect the environment.
Set internal standards beyond compliance
Sustainability leadership requires ambition beyond external pressure. STORY’s internal standards often exceed regulatory demands, positioning its properties as future-ready regardless of jurisdiction. This approach reflects a broader industry shift, where hotels are judged not by minimal compliance but by their ability to innovate and inspire.
Transforming a hotel into a sustainability leader demands a holistic strategy, where energy, supply chains, biodiversity, and guest experience converge under one vision. STORY Hospitality’s example shows that sustainable transformation is both a responsibility and an opportunity. It safeguards assets, reduces costs, enhances guest satisfaction, and protects the environments that make travel meaningful.
In a sector where expectations are rising fast, those who embrace sustainability as a core business strategy will be the ones who define the future of hospitality.
(BIO: CEO of STORY Hospitality (a subsidiary of Abu Dhabi Capital Group), Victor Abou-Ghanem is an accomplished executive with extensive global experience in hospitality and investment management. He brings a strategic vision shaped by decades of leadership in financial structuring, mergers and acquisitions, and operational excellence across four continents. His expertise spans family-owned enterprises, private entities, and private equity-backed businesses, with a strong focus on scaling assets and optimizing profitability.)
Disclaimer: The views and opinions expressed in this Op-Ed are solely those of the author and do not necessarily reflect the official policy or position of TRENDS.
