Surrey shapes the future of tourism

Safina Naz, Postgraduate Researcher said:

“Tourism is quietly fuelling the climate crisis. It accounts for around 8.8% of global greenhouse gas emissions, with accommodation alone responsible for over 6.37%. The hospitality industry is beginning to take responsibility, but it is clear they cannot do it alone. They need their guests to come along on the journey.

“While individual actions may seem small, their collective impact is powerful. Reusing towels and bed linen, for instance, can reduce laundry loads and the associated water, energy, and labour use by up to 17%. Just two minutes less in the shower saves 30 to 36 litres of water per guest, per day. Multiply that across thousands of stays, and the environmental savings become enormous, not to mention the relief it brings to local resources already under pressure.

“So, the potential is clear. But the problem lies in communication. Many hotels struggle to get sustainability messages across in a way that works. Guests often do not notice them, do not connect with them, or feel put off by the tone. No one wants to be told what to do or made to feel guilty for not doing enough. And even when guests choose to follow sustainable practices, if the message feels patronising or pushy, it can negatively affect their overall experience, making them less likely to return. 

“Encouraging sustainable behaviour cannot just be about telling people what is right. It has to be about making them feel good for doing it. This is where our research with Accor and Booking.com came in to help hotels and accommodations across the visitor economy understand how to engage guests in meaningful, lasting ways. We set out to discover what types of messages make people feel good about doing the right thing. What helps them feel empowered instead of pressured? What kind of communication builds trust, autonomy, and a sense of personal relevance?

“At the heart of our findings is a simple but powerful truth. People are far more likely to do the right thing when it feels good, when it feels doable, and when they truly believe their actions make a difference. When we design communication that aligns with guests’ need to feel in control, connected, and capable, we do not just change their behaviour. We improve their experience.

“Of course, some scepticism still exists. Many guests wonder whether their small actions really matter, or if hotels are simply shifting the burden onto them. That is why it is not just about asking for change. It is about showing that change is already happening, and that every small choice contributes to something bigger.”

Read more here: https://stories.surrey.ac.uk/the-future-of-sustainable-tourism/index.ht…