The hospitality industry, is also, adopting sustainability measures. But at very slow pace due to heavy costs of alteration. Already hotel charges have shot up beyond affordability by majority of traditional customers and tourist

United Nations' Sustainable Development Goals (SDGs) is to be employed. By embracing environmentally responsible practices, promoting inclusivity, and investing in community development, the industry demonstrates its commitment to fostering holistic societal change.

Key facets of this transition include:

Eco-conscious Operations: From energy-efficient buildings to waste reduction initiatives, hotels and resorts are adopting green technologies and practices that minimize environmental footprints.

Since 1980s Indian hotels are already adopting solar heaters .Most of non conventional systems until a decade ago, were fancy stuff, very costly and unproductive.

Sustainable Supply Chains: Emphasizing local sourcing, ethical procurement, and fair trade, the industry supports economic empowerment while reducing carbon emissions. Many hotels are buying organic grown raw materials.

Community Engagement: Many establishments actively contribute to local development through education programs, employment opportunities, and infrastructure improvements. The left over food in Hotels is being channelized to slum dwellers and other needy sections through local NGOs

Innovative Guest Experiences: Offering eco-luxury services, such as eco-friendly amenities, sustainable dining options, and nature-focused activities, enhances guest satisfaction while advocating for environmental stewardship.

Consumer perception of green marketing in hotels is increasingly positive, driven by a growing awareness of environmental issues. Many consumers now prioritize eco-friendly practices when choosing accommodations, viewing green initiatives as a reflection of a hotel's commitment to sustainability. This perception enhances brand loyalty and influences purchasing decisions, as guests are often willing to pay a premium for environmentally responsible options. However, expectations are rising; consumers seek more than basic green practices, demanding comprehensive sustainability efforts. Hotels that effectively communicate their green initiatives and demonstrate genuine commitment to environmental stewardship can significantly enhance their marketability and customer satisfaction.

The term "Green" has become highly impactful in today's context, carrying very positive connotations for people, forests, wildlife, and, of course, businesses. Any company that promotes the concept of "Green" naturally fosters goodwill among the general public, customers, partners, and stakeholders, even if they are not yet familiar with the company's products or services. For service-oriented industries like hotels, adopting environmental innovations and taking tangible actions is essential and has become a core policy in today’s world. Green marketing, in this sense, involves presenting products, services, and communications that align with these fundamental environmental policies. It is not just a trend but a necessity in the modern business landscape.

Hospitality is considered one of the basics of our religion, Islam. The guest is honored in a way that reflects his welcome and the host’s love for him, and he is rewarded for that, but without waste or extravagance.