Water scarcity affects over 40 per cent of the world's population, and a quarter of people globally face extremely high levels of water stress, making them vulnerable to the impacts of drought or increased water use. Hotels can use up to 1,500 litres of water every day per person - 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. In fact, research shows that there are potential water savings of up to 50% in many hotels – meaning that there is a significant incentive for hotels to cut back on their water consumption.
While introducing more sustainable practices is arguably one of the most important issues faced by the tourism industry today, many hotels still appear reluctant to introduce water conservation practices. The result is a burgeoning discord between what hotels think their guests want – and what travellers truly value.
Today’s eco-conscious traveller expects an establishment to be able to deliver an outstanding experience in a way that works in harmony with the environment. Research shows that they are willing to pay for it, and behaviour follows suit, with over 30% of consumers saying they are ready to change the way they travel for environmental reasons.
The hotels that recognise the importance of being stalwarts in water stewardship and pulling off this feat, are ahead of the industry curve. They deliver the experience guests want and expect, as well as ensuring their ESG credentials and community responsibilities are met.
A paradigm shift for eco-conscious travellers
Luxury hotels have long been synonymous with extravagance - plush towels changed daily, spacious pools, water features and lush grounds. Yet, a paradigm shift is unfolding - 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.
Guests are increasingly 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.
Younger guests, particularly Millennials and Gen Z, see sustainability as a marker of sophistication and social responsibility, not as a compromise on quality. They appreciate the hotels that reflect their values, particularly those that are mindful of one of our planet’s most precious resources - water.
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.
A growing number of eco-conscious establishments are now putting water saving measures in place to mitigate their impact on local communities and to contribute to more secure and sustainable water supplies. Travellers can look for hotels that have implemented measures such as reusing rainwater or greywater, or those that have installed water-saving shower heads and tap aerators to limit the flow of water. To help with this, Booking.com has a ‘sustainability certification’ that allows you to select hotels that have met established sustainability standards.
Setting the gold standard for modern hospitality
Although the gap between what hotels think guests expect and the sustainable practices that modern travellers actually want remains stubbornly wide, addressing this issue can both attract environmentally-aware guests and significantly reduce operational costs.
The facts speak for themselves. Google Search data shows that “sustainable hotels” is a term that’s been trending upwards over the past five years.
Many hotels have been slow to adapt, underestimating guests’ interest in sustainable features, perhaps seeing these initiatives as potential inconveniences that could disrupt the "perfect stay".
But trailblazers in the industry know that guests are not only receptive but are positively inclined towards conservation efforts that reflect the global climate consciousness. Simply put, hotels that conserve water are more than just responsible - they’re setting the gold standard for modern hospitality.
What today’s travellers want
While some hoteliers might worry that focusing on water conservation might feel like a compromise, today’s guests don’t see it that way. Research shows that a significant portion of consumers are starting to expect sustainable practices from the businesses they support. In fact, for the growing number of eco-conscious travellers, sustainability is non-negotiable; they actively seek out hotels that have environmental policies in place.
These guests will even pay a premium to support businesses that care about the planet. According to Euromonitor’s Sustainable Travel Index from August 2023, nearly 80% of travellers are willing to pay at least 10% more for sustainable features.
And according to a global online study from Nielsen, 66% of respondents say they’re willing to pay more for products and services that come from companies committed to positive social and environmental impact, with a significant 75% of younger generations claiming they would be willing to pay extra for sustainable offerings.
Millennials and Gen Z consider sustainability as a core value. They want transparency around a hotel’s impact and are interested in whether the property is taking genuine steps to conserve resources. Far from being turned off by water-saving measures, they’re positively drawn to them.
By investing in sustainable water practices, hoteliers not only make a difference in reducing waste - they’re also building a stronger relationship with a fast-growing customer base who want their stay to align with their values.
The hotel trailblazers blending luxury with sustainability
Despite the challenges, there are a growing number of hotels which have done an impressive job of blending luxury with sustainability - making them a prime example of how conservation can co-exist with comfort.
The Scarlet Hotel in Cornwall doesn’t use air conditioning – instead they use cooling Atlantic sea breezes. To conserve energy, their hot tubs don’t bubble and Scarlet Spa’s indoor pool is kept warm by a sophisticated solar system that works even on cold winter days. Heating is generated through a biomass boiler and its plumbing system collects greywater from showers and baths and reuses it to flush toilets.
Guldsmeden Hotels, in Copenhagen has adopted a sustained approach to water conservation, including showers in all 211 rooms at Bryggen Guldsmeden. They can recycle water using NASA technology, reducing consumption by 60-90% depending on the length of your shower. As Denmark, along with other countries where they operate, has some of the highest quality groundwater and to encourage guests to choose tap water over bottled options, they provide empty bottles made from recycled and recyclable plastic in each room.
The EU-funded DemEAUmed Project is a pioneering initiative focused on developing innovative water management solutions for hotels in the Mediterranean. The project showed that hotels could save up to 30-50% of freshwater consumption by implementing technologies. As part of the project, Samba Hotel in Lloret de Mar, Spain, installed a wastewater reuse system to help preserve water. Its system collects and treats the greywater from over 400 rooms, allowing it to be reused for toilet flushing. This has saved a remarkable 260 million litres of water, which is equivalent to 80 Olympic-sized pools.
Why water conservation matters for the future of hospitality
The need for water conservation in hospitality is more urgent than ever. According to the UN, as early as 2025, half of the world’s population could be living in areas facing water scarcity.
Considering that hotels are one of the planet’s biggest consumers of water, it’s clear that this industry has a significant role to play in conserving resources.
Leading on water conservation allows hotels to future-proof their business by cutting down on resource dependency and operational costs. Hotels that invest in water-saving practices see significant cost savings over time, and they enjoy the loyalty of guests who are increasingly concerned with climate issues. In a world where operating costs are always rising, conservation efforts offer an edge that extends well beyond the marketing appeal.
What’s more, hotels that commit to water conservation can set new standards that influence suppliers, employees, and even guests. By showing guests how easy it can be to cut down on waste, hotels become ambassadors for a greener way of life. They don’t just inspire their guests to be more eco-conscious - they help them make more informed choices. And in doing so, they make sustainability more visible and accessible on a global scale.
An integral part of the guest experience
Water conservation is not just an ethical choice for hotels; it’s a powerful business strategy that can strengthen guest loyalty, reduce costs, and position properties as leaders in a new era of responsible hospitality.
By stepping up to reduce water usage - by combining innovative technology with smart strategies that nudge guests towards more sustainable behaviours - hotels can start to make positive steps towards solving the growing water crisis before it’s too late, rather than continuing to place stress on already-strained resources.
Done right, these strategies can also become an integral part of the guest experience, creating strong emotional connections, leading to positive word of mouth and increasing the likelihood of return visits.
For hotels in the UK and beyond, embracing water conservation means embracing a future in which their properties thrive sustainably. As guests grow more environmentally aware, hotels that champion responsibility for our undervalued natural resources will not only survive, they will flourish.