Goal: This article investigates some tendencies around sustainability work in practice performed during the past five years in hotel accommodations in several European countries.
Method: InterviewsObservationsdocument studies (home pages, guest reviews via Booking)
Findings:The study shows that a few accommodation entrepreneurs have invested wholeheartedly in sustainability measures during the last five years despite the increased social debate about the importance of more sustainable living. In the study, 50 entrepreneurs were interviewed in 16 different European countries. The results show some tendencies regarding the practical work for sustainability. In general, sustainability work has not achieved the desired results in practice due to, among other things, a lack of knowledge, so-called green-washing, disengagement, lack of personnel, financial losses due to pandemics etc. But the study also shows good examples of entrepreneurs who have implemented significant changes in their organisations through active path choices, investments and knowledge acquisition and dissemination of it to their staff.