La sostenibilità come driver di innovazione nel settore alberghiero italiano

[Machine translation] Sustainable innovation represents a powerful tool for creating value in modern companies. The epochal evolution that we are experiencing towards the concept of “green and sustainable economy”, on the one hand, derives from the regulatory drive and, secondly, it derives from the push coming from the market itself, that is, that new sensitivity and culture that requires companies to have greater transparency and a more concrete commitment to sustainability issues. The application of European legislation on sustainability represents a fundamental step for hotel companies that aim to position themselves as responsible leaders in the tourism sector. Following the introduction of the Corporate Sustainability Reporting Directive (CSRD), in general, companies, including hotel companies, are called upon to make a significant change in corporate reporting, paying particular attention to five environmental areas. This adjustment process will require a significant commitment, but it will bring long-term benefits for both hospitality businesses and the entire tourism sector. Furthermore, the “social role of educator” that the accommodation facility can play should not be underestimated: customers can thus be sensitized to sustainable initiatives, encouraging them to participate in eco-friendly practices.