The Sustainability Challenges and Opportunities Facing Hotels in Asia

The ESG challenges facing hotels 

“Many hotels in Asia operate within fast-paced urban hubs, such as Hong Kong, and navigate a dynamic operational environment with a consistently high guest volume,” says GP Yeow, General Manager of JW Marriott Hotel Hong Kong. “One of our primary challenges is seamlessly implementing comprehensive sustainability initiatives — such as waste reduction and energy conservation — without disrupting our continuous 24/7 daily operations.” 

At the same time, GP observes, there can be a perceived tension between the concepts of sustainability and luxury. “Hotels must actively address the lingering perception among some guests that environmental or social initiatives might compromise luxury service standards. Addressing this requires us to consistently emphasise that sustainability and uncompromising guest comfort are not mutually exclusive. By improving our operational efficiency and integrating eco-conscious practices into the guest experience, we demonstrate that modern luxury can be inherently responsible.” 

Translating ambition into action 

To translate top-level ESG goals into everyday practices, JW Marriott Hotel Hong Kong relies on communication. The hotel has a dedicated property ESG committee comprising leaders from front- and back-of-house teams. “Meeting regularly, this team translates our primary goals into clear operational priorities and monitors our progress across departments,” says GP. “We work closely with our hotel owners by maintaining open, transparent communication. We demonstrate how proactive ESG integration not only protects top-line revenue and drives our premium brand positioning by meeting the demands of eco-conscious corporate clients and affluent travellers, but also preserves long-term asset value. Over time, our strategy has evolved from basic resource conservation and social responsibility to a holistic framework aligned with global standards and third-party accreditations, such as Green Key, LEED, Verified Responsible Hospitality Badge by Forbes Travel Guide and the Food Made Good Standard.” 

“Translating a broad corporate strategy into meaningful action requires breaking down high-level goals into practical, departmental workflows,” he continues. “Whether it involves food waste reduction strategies for our culinary teams, energy-saving initiatives for engineering or eco-conscious cleaning practices for housekeeping, we ensure that every associate understands how their daily tasks contribute to our wider sustainability mission.” 

Bringing the team on board 

To foster a sense of ownership and empower staff to contribute, they prioritise continuous education and have set up a specialised corner in the staff area where the hotel’s ESG initiatives are showcased. “Last year, we partnered with the Hong Kong Management Association to organise the first-ever ‘Executive Certificate in ESG for the Hotel Industry’, inviting leaders from various departments to join this meaningful programme,” says GP. “We also actively engage our staff in voluntary work and local charity partnerships, making the impact of our efforts both personal and rewarding. When employees see the tangible positive results of their contributions in the local community, sustainability transforms from a corporate vision into a shared value they genuinely believe in.” 

GP believes that building this connection with the team is the most important piece of a successful ESG strategy. “My primary piece of advice for any hotel in Asia at the beginning of their ESG journey is to start by caring for, educating and empowering your associates. Genuine, lasting organisational change always starts from within; if your team does not understand the purpose behind your ESG goals, execution will stall.

"Equally critical is seeking ownership support and aligning your goals early on; having ownership on board ensures the long-term commitment and resources needed to drive meaningful impact. Investing time in training, listening to associates, and building strong stakeholder alignment ensures that sustainability becomes an authentic part of your organisational culture, rather than just a top-down requirement.” 

Marrying sustainability with luxury

The hotel makes it clear that sustainability is not synonymous with sacrifice. “Our mission is to create mindful and luxurious guest experiences across accommodation, dining and meetings, without compromising on comfort or quality. Supported by our owners’ ongoing investment in regular facility upgrades, we continuously enhance energy efficiency and operational sustainability while maintaining high standards.” 

Level 7 of the hotel is home to a range of thoughtfully curated spaces. Described by GP as a “tranquil sanctuary,” this is a perfect example of how sustainable luxury can be brought into modern hospitality. “Here, our alfresco Fish Bar, which has a three-star Food Made Good rating, pairs our food offering with eco-conscious design, featuring furniture crafted from responsibly sourced timber,” GP explains. “The JW Garden cultivates organic culinary herbs for use in our dishes and beverages, highlighting an authentic garden-to-table journey. Hotel guests can also unwind through low-carbon wellness activities, such as weekend yoga sessions, quiet meditation in our serene space or a relaxing dip in our outdoor pool. For event planners, our social spaces — PRESIDEN and the open-air HarbourDen — overlook Victoria Harbour and the city skyline, harnessing abundant natural daylight alongside a comprehensive range of green practices. The seamless integration ensures that luxury standards remain untouched." 

Recognising that guests respond best to messaging around provenance and wellbeing, this is where the hotel focuses its public-facing communications. “We opt for elegant, touchpoint-specific messaging, focusing on the superior freshness of responsibly sourced food ingredients and the benefits to wellbeing, rather than strictly environmental metrics,” says GP. “Guests can access our digital Green Map, showcasing the hotel’s sustainability efforts, nearby green attractions and wellness experiences for a holistic, eco-friendly lifestyle. Their eco-conscious choices are framed as a shared partnership in responsible hospitality, amplifying the effectiveness of the messaging.” 

Food Made Good at Fish Bar, JW Marriott Hotel Hong Kong 

The Fish Bar at JW Marriott Hong Kong took the Food Made Good Standard in 2025, earning a three-star rating. “Our Fish Bar team chose to undertake the Food Made Good Standard assessment to secure an international audit tailored to hospitality food and beverage operations. Evaluating our performance across the Framework’s pillars of Sourcing, Society and Environment provided us with an objective benchmark that elevates our culinary credibility. It reassures guests that Fish Bar delivers exceptional gastronomy underpinned by strong ethical values. Moving forward, we use the assessment findings as a strategic roadmap to continuously refine our sustainability efforts.” 

This month, the hotel received two further accolades for its sustainability work: LEED O+M (Operations and Maintenance) Gold Certification and the WELL Health-Safety Rating. Leadership in Energy and Environmental Design (LEED) is a globally recognised green building rating system developed by the US Green Building Council. The O+M Gold Certification honours existing buildings operating to high environmental standards: optimising energy and water use, enhancing indoor environmental quality and minimising waste. Meanwhile, the WELL Health-Safety Rating from the International WELL Building Institute (IWBI) recognises the property's exceptional commitment to implementing holistic health and safety practices, such as advanced air filtration, eco-friendly sanitation and robust emergency preparedness.  

These achievements reflect a comprehensive, hotel-wide strategy focused on aligning environmental performance with guest wellbeing. Our Growth and Partnerships Director APAC, Karen Finnerty, and Growth Manager & Sustainability Consultant APAC, Clare Pang, were delighted to attend the hotel’s Gather for Green event in August to celebrate these milestones with the team. 

Learn more about JW Marriott Hotel Hong Kong on their website.    

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All photos courtesy of JW Marriott Hotel Hong Kong.