Exploring Key Insights from the 2025 NYU International Hospitality Investment Forum

Explore Sustainable Luxury: How Green Key is Shaping Hotels in 2026

Update A Growing Trend in Sustainable Luxury As the world gravitates towards sustainability, luxury hotels are not left behind. In 2025, Green Key reported a staggering 25% growth in certified hotels, bringing the total to over 8,300 across 90 countries. This surge demonstrates a significant shift among high-end accommodations, eager to incorporate eco-friendly practices into their offerings. Whether you’re seeking a premium hotel suite with an ocean view or exploring luxury business hotels with meeting rooms, sustainability is becoming a non-negotiable feature for discerning travelers. The Power of Partnerships Green Key's success is partly attributed to its strengthened partnerships with major hotel groups like Accor and The Shilla Hotels & Resorts. These collaborations are vital in promoting sustainable tourism and enhancing the credibility of eco-friendly operations. As travelers become more aware of their footprint, partnerships ensure that high-end amenities—from hotels with Michelin star restaurants to those featuring in-room jacuzzis or hot tubs—also respect the environment. Upcoming Changes to Certification Standards Looking ahead, significant updates to Green Key's certification criteria are set to roll out on October 1, 2026. Designed to align with ISO standards and comply with European Union regulations, these changes aim to provide clearer sustainability guidelines. Hotels that prioritize becoming eco-friendly should prepare now to adapt to these refined criteria, ensuring their ongoing commitment to responsible luxury. Implementing advanced sustainability practices will not only boost their Green Key ratings but also attract the growing customer base of environmentally conscious travelers. Engagement and Interest in Sustainable Practices The increase in visitor engagement with Green Key's digital platforms—over 165,000 unique visitors in 2025—reflects consumers' growing interest in sustainable tourism. High-end consumers are now searching for boutique luxury hotels for couples that promote eco-friendly practices. Customers are encouraged to support hotels that demonstrate accountability in their sustainability programs and improve their practices over time. Planning Ahead for Optimal Experience For travelers looking at their next getaway, now is the time to consider environmentally responsible options. With the anticipated changes in certification criteria, it’s wise to review sustainability practices when booking stays. Look for hotels that align with your values—like those offering exclusive hotel deals for high-end travelers who prioritize eco-consciousness. As the hospitality industry evolves, choosing a Green Key certified establishment ensures your stay contributes positively to the environment.