notitur.com July 29, 2026
SustainabilityPublished July 29, 20261 min read

Hotel industry gets tired of sustainability

JSBy Joan SanzCurated by Joan Sanz. · July 29, 2026 · Follow on LinkedIn
Voice reading · ~1 min

The hotel industry is starting to say enough. Coralía Pino, head of energy efficiency and sustainability at the Instituto Tecnológico Hotelero, published an article on 10minhotel.com bluntly titled: 'To hell with the planet…'. In it, she outlines the growing fatigue with green rhetoric, especially when margins tighten.

My take: this is not a farewell to sustainability but a cry of frustration against greenwashing. Sustainability is not dead, but it needs to show tangible results. Hotel professionals should ask: are we investing in what truly reduces impact or just in what looks good on the brochure?

The opportunity lies in revisiting priorities and betting on efficient measures that also save costs. The planet doesn't lose: it wins if we stop doing nonsense.

Quick questions

What is the article 'To hell with the planet…' about?
It's Coralía Pino's reflection on sustainability fatigue in hotels. She argues the sector is tired of empty talk and demands a more realistic, measurable approach.
Who is Coralía Pino?
She is the head of energy efficiency and sustainability at the Instituto Tecnológico Hotelero (ITH), a reference in hotel innovation in Spain.
Is the hotel industry abandoning sustainability?
Not necessarily. The article points to fatigue with greenwashing, not abandonment. The key is to make sustainability sustainable, profitable and real.
What should hotels do about this trend?
Review their initiatives, measure real impact, and communicate honestly. Anything that doesn't add to the bottom line or the planet should go.
How does this affect travel professionals?
It's a call to action: prioritize projects with tangible returns and drop the posturing. The opportunity is in real efficiency that cuts costs and emissions.

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