Beyond the Numbers: Turning Hotel Sustainability into Real Impact

Hotels are collecting more sustainability data than ever, yet measurement alone does not create impact. In this piece, Shawn Seipler (right side), CEO at Clean the World, explains how simple initiatives, tracked, shared and, with storytelling in mind, can create real results for staff, guests and communities.

The phrase ‘If you cannot measure it, you cannot manage it,’ is often thrown around in the world of sustainability, yet I think it is a slight oversimplification when it comes to sustainability in the world of hotels.

In the past decade, hotels have become highly effective at tracking sustainability metrics. Energy, water and waste, we have more data than ever before. However, tracking the numbers alone does not make a difference.

Too often, hotels either do not know what to measure or they are simply measuring the wrong things. And then there is also this idea floating around that it is all super complicated, that you need perfect data before you start. Honestly, that is not true.

The challenge is not awareness. Most hotel operators understand the importance of sustainability and the need to measure their impact. The challenge is turning those measurements into meaningful action.

Misconceptions about measuring sustainability

When it comes to measuring sustainability, I feel there are a lot of misconceptions, not just that it is difficult, there is a lot of fear too about getting things wrong.

I think hotels sometimes forget that sustainability is a journey, not a destination. You do not have to have everything perfect from day one. Measuring something tangible, even if it is simple, is enough to get staff and teams involved and motivated.

When I started Clean the World, we were not crunching carbon numbers or doing complex energy modelling. We just measured how much soap we were collecting. Nothing more. As a result, staff started paying attention. They compared numbers, tried to do better, and it created momentum. Suddenly, sustainability was not just some abstract goal, it became something everyone cared about and could actually influence.

So rather than trying to measure everything perfectly from the start, hotels should start by setting out clear priorities that align with their internal sustainability goals and then define clear objectives to achieve them. Each hotel will be different. It is about identifying what truly matters to your property and beginning to measure progress against those priorities.
 

Seeing Progress

Once hotels start measuring, something interesting happens: the numbers almost always go up. I see it with our programmes at Clean the World. Hotels we work with do not typically add more rooms or staff, yet, year after year, they collect more soap and plastic amenities and ultimately divert more waste from landfill.

Part of that is simple human nature. When staff can see the results, they want to do better. They compare numbers, challenge each other and get genuinely engaged. Measurement becomes a motivator.

Guests notice it too. Be it on digital displays in the hotel, small touchpoints in the rooms themselves or online, such as on social media, it reinforces to guests that sustainability is embedded in the day-to-day of the hotel.

Even a 20% reduction in single-use plastics or a small increase in recycled soap is a real, measurable improvement. Over time, those small gains compound into significant impact, giving you and your teams the confidence to then tackle bigger initiatives. 

Where Hotels Should Start

For hotels just getting into sustainability, a good place to begin is with the products and services you are already using. Ask your suppliers: What sustainability data can you provide? What impact does your product have?

Two suppliers might offer the same item, but one may have far better sustainability credentials. Choosing that supplier is an easy win and a way to start collecting meaningful data right away.

Beyond suppliers, there are plenty of operational changes that do not require massive investment. Energy-efficient lighting, water-saving systems, eliminating single-use plastic items such as plastic straws and replacing them with more responsible alternatives, these are all measurable and practical, and staff can easily get behind them.

With that said, do not try and do everything at once. Pick a couple of things that matter most to your hotel or hotel guests. For example, what outward facing message does it convey if a hotel is still seen to be using plastic straws for example? 

And once you have those programmes in place, track them. Keep it simple, but consistent.  Once you know how much plastic you have recycled or how much soap you have collected, you can show progress, celebrate wins with your team, and start telling a story to your guests. That is what makes sustainability real.
 

Telling Your Story

The numbers are important, but they are not the best way to showcase your efforts to your current and future guests. 

At Clean the World, we have found that translating metrics into relatable outcomes is key. Carbon saved becomes trees planted, water saved becomes the equivalent of swimming pools filled, recycled soap becomes hygiene kits for communities in need. These are stories people can connect with because they can really picture the impact.

It can help to also drill down and be able to tell your sustainability story in just a sentence or two. For example, for Clean the World, we know our sustainability efforts have helped distribute more than 96 million bars of soap globally to those in need, more than any other company in history, saving lives, reducing preventable illnesses whilst also diverting over 14 million kilograms of hotel waste from landfill. 

The trick is to focus on what you do best, what is most tangible and make that your story. Pick your wins, show the real-world impact and let the story grow from there.

At the end of the day, sustainability for hotels is about turning numbers into action, action into impact, and impact into a story everyone, staff and guests alike, can feel proud of.

So, hotels, what is your story?
 

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