The long-standing misconception that sustainable operations demand higher costs is being dismantled by data-driven evidence. This session explores how aligning with the GSTC Hotel Standard is not an expense, but a strategic investment that optimizes resource management and enhances long-term economic viability. Moving beyond short-term ROI, the discussion will focus on the profitability of purpose. We will examine how systematic reductions in energy, water, and waste—coupled with streamlined sustainable procurement—directly improve the bottom line. By reframing sustainability as a driver of operational efficiency and risk mitigation, this session illustrates how the most resilient and profitable hotel models of the future will be those that integrate rigorous sustainability standards into their core financial DNA.
• Eric Ricaurte – Founder & CEO, Greenview [Presentation]
• Inge Huijbrechts – Chief Sustainability and Security Officer, Radisson Hotel Group; GSTC Board Member [Presentation]
• David Noe – Senior Manager, Sustainability Strategy, Booking.com [Presentation]
• Nino Kurtskhalia – Senior Director E-commerce and Digital Experience, lebua Bangkok [Presentation]
