You can't Improve on What You Don't Measure: Linking sustainability to revenue management

Importantly, sustainability practices in the hotel industry could directly lead to revenue maximization, if done correctly. Firstly, implementing sustainable practices leads to cost savings for hotels, which can then be passed on to customers through better price packages or could be invested back into the hotel to improve amenities and services. Secondly, incorporating sustainable practices can attract environmentally conscious consumers who are willing to pay a premium for sustainably operated hotels. Thirdly, hotels that have a reputation for being sustainable can differentiate themselves from the market and therefore achieve a competitive advantage.