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3 Must Haves in A Credible Sustainability Partner

MAY 07, 2024


By Gabriel Tan - Global SDG Pioneer for Circular Economy


Image by Marcel Strauß

Key Takeaways:

Credible sustainability partners is essential and here's three must haves to ensure that they enhance, rather than dilute, your brand:

  • Credible Brand Associations:: Partner with organizations that have established relationships with global authorities like the United Nations to ensure your hotel aligns with ethical, responsible operations and globally recognized standards.


  • Credible Storytelling: Choose partners who are transparent about their sustainability journey, providing data-backed evidence of their tangible contributions to environmental goals and avoiding excessive hype, especially on things that have become common practice today such as the use of recycled material (e.g. ocean bound), biodegradable product or ad-hoc charity donations. 


  • Credible Global Collaborations: Collaborate with partners engaged in impactful initiatives with the United Nations and other reputable organizations, prioritizing real-world solutions and substantial change that can be scaled to address global challenges.



In today's hospitality industry, sustainability is more than just a buzzword—it's a strategic imperative that can set your hotel apart and drive meaningful change for the planet. To make a genuine impact and maintain your brand credibility, finding credible sustainability partners is essential.


Here are three key factors hoteliers must consider when choosing partners to ensure they enhance, rather than dilute, your brand:

1. Credible Brand Associations:

  • Beyond Commercial Certifications: While commercial certifications can signal recognition, they may come with controversies. Aligning with partners who prioritize global impact over profit will solidify your hotel's credibility.

  • Partnership with Global Authorities: Seek partners who have long-standing relationships with respected organizations like the United Nations. This commitment to global standards and ethical practices showcases their dedication to responsible operations worldwide.

2. Credible Storytelling:

  • Authenticity and Transparency: Look for partners who are open about their sustainability journey, sharing progress and challenges in neutral forums such as the United Nations. Authentic stories supported by data demonstrate their tangible contributions to environmental goals.

  • Avoiding Excessive Hype: Partners who overly promote animal testing, recycled materials, or charity donations may be perceived negatively by discerning guests and corporates. Focus on partners who prioritize impact-focused initiatives.

3. Credible Global Collaborations:

  • Meaningful UN Partnerships: Partners engaged in supporting United Nations initiatives demonstrate long-term dedication to substantial change. These collaborations prioritize tangible impact and can be scaled to address global challenges such as climate change and the circular economy of plastics.

  • Real-World Solutions: Align with partners who contribute to lasting, replicable solutions rather than fleeting, profit-driven alliances.


























By prioritizing these three factors, hoteliers can form robust, transformative partnerships that not only amplify their sustainability efforts but also drive revenue and guest loyalty. Collaborate with credible partners to achieve your sustainability goals more efficiently and position your hotel as a leader in responsible hospitality. Together, you can make a significant impact on our planet and your bottom line.

If you would like to learn more about any of the topics discussed above, please do not hesitate to contact us. Our team is ready to assist you and provide further insights. We are dedicated to helping your hotel stay ahead and achieve better performance through credible and sustainable practices.

Collaborate with credible partners to achieve your sustainability goals more efficiently and position your hotel as a leader in responsible hospitality



Gabriel Tan

Global SDG Pioneer for Circular Economy

  • LinkedIn

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