Transforming tourism: A simple solution to tackling hotel emissions
Travelers could "opt in" for a lower-emissions hotel room and go without single-use shampoo and conditioner, daily towels or room cleaning following an innovative plan by University of Queensland researchers to make tourism more eco-friendly.
Professor Sara Dolnicar from UQ's School of Business said the proposed model could be a game-changer for the tourism industry. The has been published in Annals of Tourism Research.
"It would be similar to how accommodation providers already offer the same room with or without free cancellation, or with or without breakfast," Professor Dolnicar said.
"8.8% of all greenhouse gas emissions are generated from tourism—21% of that from accommodation. Tourism-based emissions are increasing by 3.5% every year."
Professor Dolnicar said it's as simple as a hotel forgoing single-use shampoo bottles and slippers, eliminating daily towel and room cleaning, or even removing mini bar options.
"By offering lower emissions rooms, we can provide consumers with affordable, sustainable choices that directly impact the carbon footprint of the tourism industry without decreasing consumer satisfaction," she said.
The concept has already been tested with promising results in collaboration with DOMA Hotels.
Without targeted marketing, 6% of bookings on the hotel's website were for lower-emissions hotel rooms and 100% of those who booked this option stated they would do so again.
UQ Ph.D. candidate Dorine von Briel, who led the research, said adoption of the model would be easy because it would not need to be orchestrated or coordinated.
"By empowering tourists to make sustainable choices, we can create a ripple effect that encourages the entire industry to step up its environmental game," she said.
Von Briel said lower emissions products cut through the noise by providing clear, simple, and affordable options that align with growing demand for greener travel experiences.
"Consumers are becoming more aware of environmental sustainability but are often overwhelmed by complex eco-certifications and varying labels," she said.
"Lower emissions products can be monitored through online reviews, reducing the need for complex certification schemes and combating greenwashing with consumer power."
More information: Dorine von Briel et al, The Lower Emissions Hotel Room: A consumer-driven and greenwashing-alert approach to making tourism more environmentally sustainable, Annals of Tourism Research (2025).
Provided by University of Queensland