Travellers seek genuine change, not empty promises. Any hotel can claim to be eco-friendly in their marketing messages, but can they back it up?

Words by Liam Aran Barnes | Eco Stay Awards Co-founder

To stand out and earn trust hotels need more than baseless green claims. Which could be perceived as greenwashing.

They need transparency, solid data, and stories that resonate with today’s eco-savvy guests.

So, what exactly is data-backed storytelling in marketing for sustainable hotels, and how does it give properties an edge?

What is data-backed sustainability storytelling for hotels?

It’s tracking energy use, water consumption and other sustainability metrics and turning those numbers into narratives that matter for marketing—in both marketing creative and customer touch points inside the hotel.

It shows guests how their stay impacts the environment in real terms.

Why data matters now

With regulations like the EU Green Claims Directive and the upcoming Corporate Sustainability Reporting Directive (CSRD), hotels need to provide clear evidence for their sustainability claims.

A 2023 study by Booking.com found that 76% of travellers actively seek sustainable travel options, while 70% of guests feel more confident in booking with hotels that openly share their sustainability data or have certifications.

This demonstrates that transparency isn’t just a nice-to-have—it’s essential for building trust with eco-conscious travellers.

Yet, the same study shows that 39% of travellers remain sceptical of sustainability labels, indicating that hotels must do more than simply collect data—they need to communicate it effectively.

Data-powered storytelling bridges this gap by transforming raw metrics into narratives that resonate with guests, fostering trust and loyalty.

For example, Hilton cut food waste by 61% during Ramadan in the Middle East, saving thousands of meals and reducing CO2 emissions. The data made the effort real and the way the hotel communicated this achievement is what keeps guests believing. And loyal.

“One particularly proud moment would be launching the Hilton Green Ramadan Initiative last year with UNEP West Asian and Winnow across three hotels in the Middle East, which resulted in a 61% reduction in food waste during the Holy Month.”

— Emma Banks, VP of F&B Strategy & Development at Hilton EMEA

This approach works globally

Data-backed storytelling is effective anywhere.

Consider Avani+ Riverside Bangkok, which donated leftover food to schools, drastically reducing food waste. Nearly zero waste—and a great story to tell.

Or take Playa Viva in Mexico.

Their focus on regeneration, from reforestation to wildlife conservation, is shared through detailed and transparent impact reports.

Guests appreciate this kind of honesty.

You’ll find similar examples with Marriott International, whose Serve 360 initiative transforms data into powerful stories.

Marriott tracks reductions in energy consumption, water use, and waste across its properties, including achieving a 33% reduction in water intensity.

These results are shared through annual reports and videos that highlight the real-world impact, building guest trust and engagement.

Likewise, Accor’s Planet 21 programme uses data to communicate sustainability progress in a way that resonates with guests.

For instance, Accor’s Zero Food Waste initiative, which achieved a 30% reduction in food waste, is a story that shows guests how their dining choices help reduce the hotel’s carbon footprint.

Intrepid Travel has also embraced this approach.

Their 2022 Integrated Annual Report shares data on carbon emissions per trip, illustrating how every traveller’s journey helps contribute to climate-positive goals.

This transparent approach turns trips into stories of positive environmental impact, encouraging guests to align with their sustainability mission.

Hotels and travel companies worldwide can adopt this approach. By tracking sustainability efforts, backing them up with solid data, and crafting engaging stories, they can build trust and loyalty with their guests.

The impact of storytelling with data

Data-powered storytelling is about building trust.

Guests don’t want just an eco-friendly stay; they want to know how their visit is making a difference.

The World Travel & Tourism Council’s 2023 report found that 70% of global travellers believe transparency in sustainability efforts is essential for building trust.

When hotels use data to craft their story, they create something tangible. Trust leads to bookings. Guests who see the effort and results are more likely to return, tell their friends, and spread the word.

Your story starts now

So how is your hotel tracking sustainability?

More importantly, how are you sharing that story?

The Tuu Eco Stay Awards can help. They offer hotels a way to track their progress and gain recognition for sustainability efforts.

With access to real-time data tracking through the Tuu platform, hotels can transform raw numbers into stories that resonate.

Hotels awarded by the Tuu Eco Stay Awards can use their achievements to create engaging content.

Whether it’s improving energy efficiency or reducing water usage, the stories are powerful.

The Tuu platform helps hotels communicate their progress without overwhelming guests with too much data.

This is the future of hospitality. Data-powered, transparent, and authentic.

The time to tell your story is now.

The Eco Video Challenge at PHIST 2024

Some hotels have started their journey, as showcased at PHIST 2024 with the Eco Video Challenge.

Co-organised and presented by Tuu and the Phuket Hotels Association, the competition gave hotels a chance to showcase their sustainability efforts through short-form videos.

The winners were:

Holiday Inn Resort Phuket: Green Innovator. Their video highlighted how small changes in waste management can have a significant environmental impact.
Le Méridien Phuket Mai Khao Beach Resort: Green Champion. They focused on preserving local culture alongside sustainability.
InterContinental Phuket Resort: Green Leader. They demonstrated how their energy-saving initiatives are paving the way for a more sustainable future.

These hotels turned data into compelling stories that captured their audiences.

That’s the power of data-driven storytelling: blending numbers with real-world impact.

Well done to the winners, and to the following hotels who submitted an entry: