Sustainability was the first discussion topic, and Brumagin opened the session by pointing out that sustainability is no longer just “nice to have,” adding, “It’s a business imperative. We are seeing consumer data saying more and more consumers want to see hotels focused on sustainability. This is especially true amongst the younger generation—the Millennial and Gen-Z travelers—and it’s also true of corporate customers. We’ve seen data that said half of corporate RFPs today are asking sustainability-related questions. So hotels need to take action to really walk the talk and show how they’re implementing sustainability on property.”
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