“The climate crisis requires everyone to do their due diligence, which can be seen in more governments across the globe beginning to include tourism in their sustainability initiatives.This is reflected in how travellers are becoming more environmentally conscious, trying to carry their eco-friendly lifestyles into their travels as well. This is because the nature emergency is impacting more than earth’s distant biomes, many popular natural attractions and adventure routes are taking a hit.”

Booking platforms like fairbnb.coop and my eco escape or filters on sites like i-escape and Airbnb that identify eco-friendly accommodation prove that more guests are prioritising environmentally conscious stays. As sustainable travel gains traction, identifying a hotel as eco-friendly becomes an important aspect of their longevity in the tourism industry.

Hospitality as a Steward of Natural Environments

Hotels are more than just reliant on their locations for their operations and appeal, they become an agent in their surrounding ecosystem as soon as they lay their foundations. This means they have a responsibility to care for the environment they depend upon. This applies to all participants in the hospitality industry but for hotels in nature-rich spaces it is imperative that they protect their environment. In fact, it should extend beyond that into cultivating the space so that it flourishes through the hotel’s influence.

This aligns with the sustainable travel ethic of being sensitive to the climate and ensuring tourist destinations are not only protected from overtourism but actually receive long-term benefits by being visited. It is a virtue that is particularly poignant for adventure and outdoor tourism business where the environment is a core aspect of the experiences they offer. Actively supporting conservation ensures their operations are sustainable and that they are participating in environmentally beneficial initiatives. This is not only because they need nature for their success but because their guests will prioritise it and, most importantly, it is at the heart of the hotel’s identity.

A Case Study on Trail’s End Adventure Hotel

Trail’s End Adventure Hotel has proven it is possible to succeed, indeed flourish, with this prerogative. Everything from the infrastructure to the operations and entertainment offered by the hotel is sustainably designed, making it a paragon of conservation in the Elgin Valley.

They are nearly completely off the grid, being 90% solar powered and using only borehole water to be independent from municipal water. Their water systems are particularly extensive, with purification processes that make their water enjoyable to drink and removes a reliance on bottled water—even their wastewater is used for irrigation so that their luscious gardens can be sustainably cultivated. Their intensive recycling methods reduce their waste, aided by the sole use of biodegradable products if needed.

Even operationally they have reduced their carbon footprint. By relying on local suppliers and producers, they not only reduce the pollution of extensive ‘food miles’ but also put money back into the community to support livelihoods—a true example of what it means to participate in the ecosystem. They further engage the community by having locals help with the maintenance and development of the walking, hiking, and cycling trails used by Trail’s End guests throughout Grabouw. This heart for their community extends to investments in the skills development and eco-friendly lifestyles of locals, as seen by their partnership with BEN bikes and Qhubeka bikes to distribute bicycles within the community when locals participate in conservation initiatives. This not only creates awareness for living sustainably, but it also enables its practice in their commuting. By equipping locals in maintenance workshops, they are additionally providing them with tradable skills and longevity in their role as eco-friendly travellers. Thus, the hotel has taken conservation beyond their functioning into uplifting the community with the same principles.

The success of this business model is prevalent in their guest experiences as well. By encouraging low-impact outdoor activities and providing guests with opportunities to participate in community engagement, they are incorporating temporary participants into the sustainability that ensures the longevity of the environment and hotel. This enhances their protection of the Elgin Valley natural environment in all their facets.

Sustainability as Guest Experience

As increasingly more guests choose to be sustainable travellers, hotels need to meet their commitment. Just as sustainable travel is not a once-off gesture but a state of mind that influences each of their choices, hospitality is charged with providing eco-friendly solutions to each of these decisions.

Given that a majority 69% of guests seek being outdoors when travelling, hotels need to provide that opportunity and ensure it remains as such. As eco-consciousness improves, guests are more vigilant about the impact of their stay, which means hotels need to be transparent about their practices and provide guests with confidence in the sustainability of their trips. This is more than conservation—they want to know they are benefitting the environment while they are there, which is why community engagement that participates in the cultivation of the environment is vital.

This is particularly important for adventure tourism and frequent sustainable travellers. However, there is also an opportunity to bring awareness to new visitors. Tourists are enticed when they understand that eating locally and interacting with the community provides authentic travel experiences. The meaningful experiences that most guests are seeking can be found in travel that participates in conservation. Even better is that these eco-friendly practices can inspire visitors to continue them at home. This was found to be the case with tourists travelling in Copenhagen that participated in the initiatives to cycle to local attractions and kayaking in the canals while collecting litter as a way to explore the city. Majority of them reported practicing the skills in recycling, waste management, and sustainable transport when home.

Long-Term Industry Value

“The climate crisis is not going to disappear, so the hospitality industry needs to adjust and participate in caring for the environment. Sustainable hotels are able to protect their destinations and ensure the longevity of the attractions that aid their appeal. As more people care about nature, establishing a hotel as eco-friendly ensures guests return because they trust the hotel to lessen their carbon footprint. Encouraging these practices allows the tourism industry to continue and evolve as the global climate alters.”