Investigating hotel sustainability ‘from the top’: insights from hotel marketing consortia managers and sustainability experts

Unlike past studies focusing on employees, customers, and hotel managers, this study expands sustainability research by examining the insufficiently considered roles of Hotel Marketing Consortia (HMC) managers and sustainability experts. Using a mixed-methods approach, it investigates their perspectives on environmental, social, and economic sustainability priorities; sustainability as a source of competitive advantage; measurement practices; and future trends in the hotel sector. Primary data were collected through five in-depth interviews with HMC managers and a survey of 41 sustainability experts. Findings reveal that hotels prioritise supporting local economies through hiring, sourcing, and community involvement. Reducing emissions is a central goal, with actions including energy efficiency and waste reduction. Effective and credible sustainability practices require involvement from staff, guests, and suppliers. Internal capacity-building through employee training is a key enabler of sustainability strategies. Success is measured by guest satisfaction, loyalty, and contributions to local development. This study contributes to stakeholder theory by exploring the perspectives of two underrepresented strategic actors - HMC managers and sustainability experts - who influence sustainability practices across hotel networks. It identifies HMC managers and experts as key actors in advancing sustainability and underscores the importance of training, local engagement, and key performance indicators (KPIs) as essential tools for implementing effective and competitive sustainability strategies.