In Marketing, Trends

Zero waste paper sign on wooden table surrounded by bulk food and recycled glass jar. Overhead view. Sustainability and Zero waste concept

Sustainability has been shaping society for quite some time now, and we’re seeing examples of it incorporated into wellness and hospitality more and more each year.

Millennials, the generation that travels most frequently, have made it clear that they are willing to pay more for items and services that carry a lighter carbon footprint, while approximately 72% of Gen Zers are more likely to buy from a company that contributes to social causes. In addition, according to’s 2023 Sustainable Travel Report, approximately 76% of respondents want to travel sustainably over the next 12 months. This is a 16% increase over 2021 data and a 5% increase over data gathered in 2022. Any way you look at it, sustainability has made a big impression.

Today’s travelers want to know that the destinations they support follow practices that are ethical on a variety of platforms including environmental, social and cultural. As a result, sustainability efforts are standing up and getting noticed in all sectors of wellness and hospitality – from boardrooms and hotels to fitness centers and travel hotspots around the globe.

Mindful destinations are communicating green initiatives through their websites, offering guests eco-conscious stays they can feel good about. Working to keep the beaches pristine, the waters crystal clear and the local wildlife unscathed? Let your potential guests know it. Also, if you’re taking steps to be socially sound and helping the community by collaborating with local vendors, let that be known too.

Back view of young people group practicing yoga with instructor. Stretching class at summer retreat camp to keep fit and health. Woman fitness, recreational sport activity on family holiday.

Restaurants are doing their part, morphing menus into a more streamlined selection updated seasonally and sourced from local and organic suppliers. Some restaurants even dig a little deeper, maintaining on-site gardens to ensure a variety of homegrown ingredients are always at hand. Also, with less distance between the farm and the table, the food is fresher, which is a win-win for all.

The use of reusable serveware in lieu of single-use varieties is showing up more and more, as well as products made from sustainable materials. Bamboo, glass and stainless steel are making big strides these days, doing their part to leave a smaller footprint and promote a healthier planet now and for generations to come.

It is also a best practice for hoteliers to promote wellness with outdoor activities and healthier dining options. Group pursuits such as nature walks or yoga retreats are also encouraged, as studies indicate those who spend time in nature are more inclined to want to protect it. Eco-events are popping up more frequently at wellness and hospitality destinations ranging from reduce, reuse and repair fairs to tree plantings.

Tulum, Mexico - 5 August 2018: workers are loading Sargassum seaweed into a truck at Playa Paraiso.

And, if you have yet to attend a quote-unquote “greener meeting,” chances are you will soon. Corporate get-togethers of this type take environmental concerns into consideration throughout every stage – from the ecological soundness of the venue to the sustainability of the menu and electronic vs paper distribution of materials and handouts. As you may expect, destinations that offer greener venues are gaining popularity.


If you haven’t already, getting on board with sustainability practices taking place in today’s wellness and hospitality industries is a smart move to make as we dive deeper into 2024 and beyond. For more ways to navigate your company successfully in a sustainable society, contact Lynn Kaniper at 609.466.9187 ext. 117 or today.

Recommended Posts
Contact Us

Drop us a line. We look forward to hearing from you.

Not readable? Change text. captcha txt
Happy senior woman smiling and sharing data on smartphone with young daughter while sitting on couch at home togetherRebrand and rebuild symbol. Businessman turnsa the wooden cube and changes the word rebrand to rebuild. Beautiful grey table, grey background. Business rebrand and rebuild concept. Copy space.