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Why embracing sustainable water use in 2025 is a win-win for the hospitality industry

About the blog

Steve Harding
Founder and CEO at Showerkap.
  • Why embracing sustainable water use in 2025 is win-win for the hospitality industry

In the face of a growing water crisis, this year the hospitality industry needs to ‘grasp the nettle’ and take bold steps if it is going to secure a sustainable future. The stark truth is that according to the World Sustainable Hospitality Alliance, hotels use around 1,500 litres of water per room per day – up to eight times that of local residents. This excessive use not only carries an environmental cost, placing extra pressure on local communities, but also inflates hotels’ water and energy bills,  directly impacting the bottom line.

The hospitality industry’s water footprint

Hotels, restaurants, and leisure facilities make up some of the UK’s most water-intensive business users. From laundering linens to maintaining pools and spas, to guest consumption of deep baths and long showers, significant water usage is prevalent in every aspect of hospitality operations.

With global water demand projected to outstrip supply by 40% by 2030, the urgency is clear. But still, water sustainability takes a back seat in discussions about ESG (Environmental, Social, and Governance) priorities. Embracing a more environmentally-friendly approach not only delivers savings in water and energy use, while cutting carbon emissions, it can be an incentive for guests. Innovative solutions to water sustainability are not just ethical imperatives, but also represent crucial business opportunities in an industry still facing its fair share of challenges.

Innovation: reducing water waste and carbon emissions

Carbon emissions are the biggest driver of climate change. Hotels, which are known to be highly energy-intensive, are beginning to adopt innovative strategies to decrease their carbon footprint – from energy-efficient technologies to renewable energy sources.

Innovation is reshaping how the industry approaches water use, from smart technology to waste reduction. Collaboration between hospitality leaders and solution providers is essential if we are going to accelerate the adoption of greener initiatives.

Whitbread, owner of the UK’s largest hotel company Premier Inn, announced its target to cut water consumption by 20% per sleeper by 2030. A trial of innovative water-saving technologies involving a number of hotels in water stressed areas, revealed the potential to cut the group’s gas consumption and related carbon emissions by 5%, following a reduction in water use of just over 20%. Whitbread will roll out the initiative across its 845+ portfolio of UK hotels – prioritising those in areas at higher risk of water stress. The programme includes installation of upgraded WC valves, water-efficient showerheads, and flow restrictors on taps.

Another example at the Hyatt Regency London – The Churchill, includes installing a water and energy-saving laundry system, along with sensor taps, while still maintaining high standards for guests.

And the Scarlet Hotel in Cornwall operates on 100% renewable electricity and was optimised to be environmentally friendly at its design stages. This can be seen by the natural ventilation used to cool the rooms in hotter months, allowing it to avoid the use of air conditioning. The hotel also employs innovative heating solutions – its indoor pool is heated using a solar system, and a biomass boiler is used for general heating, further reducing its reliance on fossil fuels.

The integration of IoT-enabled water management systems offers hoteliers another transformative opportunity. These systems allow real-time monitoring of water consumption, alerting operators to leaks, inefficiencies and any safety issues in real-time.

These industry pioneers illustrate how forward-thinking investments deliver not only environmental benefits but also operational efficiency. They have the power to support the natural world and mitigate their impact, all while enhancing rather than detracting from the guest experience.

What’s more, for hotels that are using sustainability initiatives to engage and educate guests, there will likely be a positive ripple effect as guests carry these experiences and their newfound eco-awareness back to their daily lives.

Collaboration for a cultural shift

To create widespread and lasting change, the industry needs more than isolated success stories. Collaborative action across the supply chain, coupled with knowledge sharing, can drive a cultural shift that embeds sustainability into the fabric of hospitality.

Organisations, such as the alliance, are playing a crucial role in fostering collaboration. By bringing together major players to set industry benchmarks, share best practices, and promote transparency, these initiatives help smaller businesses follow suit. However, achieving a cultural shift will require buy-in, not just from industry leaders, but also from employees, guests, and local communities. Building awareness and incentives for sustainable behaviours is key to embedding these practices long-term.

The business case for water sustainability

Adopting sustainable ways of delivering the guest experience shouldn’t be viewed as an unnecessary drain on resources – instead they are a driver of profitability, resilience, and brand reputation. Customers are increasingly favouring businesses that demonstrate environmental responsibility. In 2025, hospitality businesses that fail to prioritise sustainability risk being left behind by conscious consumers and ESG-focused investors.

There is a growing segment of environmentally-conscious travellers who no longer seek indulgence at the cost of sustainability. Water conservation, once a niche consideration in hospitality, is increasingly central to what savvy guests expect from their hotel stays.

Many guests are mindful of water use across hotel operations. They care whether hotels are reducing water waste, reusing water where possible and employing innovative conservation practices.

Travellers, especially those loyal to eco-friendly brands, actively seek properties that showcase sustainability practices - allowing them to relax without a guilty conscience over their environmental footprint. A recent study by NielsenIQ found that 78 per cent of US consumers say that a sustainable lifestyle is important to them.

For hoteliers, leading the charge in water conservation means not only aligning with this changing value system, but positioning their properties at the forefront of a growing sustainability movement that is transforming the hospitality industry worldwide.

Reducing water waste lowers utility bills and mitigates risks associated with regulatory changes, such as stricter water usage caps and levies. In addition, businesses that adopt sustainable practices are better positioned to weather supply chain disruptions caused by water shortages, which are expected to become more frequent in the coming years.

Looking ahead: a journey worth taking

As 2025 unfolds, the hospitality industry stands at a crossroads. The path to water sustainability requires courage - to invest in innovation, embrace collaboration, and challenge the status quo. But the rewards, in cost savings, customer loyalty, and environmental stewardship, make it a journey well worth undertaking.

This is not the year for half measures or waiting for others to lead. By embracing sustainable innovations and working collectively, the hospitality industry has the power to not only reduce its water footprint but also inspire broader societal change.

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