Sustainable development and implementation of environmentally oriented strategies in the management of the hotel business

This article discusses the implementation of environmentally oriented strategies in the management of the hotel business and their impact on operational efficiency and brand perception by customers. The main directions of the ecological transformation of hotels are investigated, including the use of renewable energy sources, optimization of water use, reduction of carbon emissions and waste management. The examples of successful integration of these practices into the activities of leading hotel chains are analyzed. The role of certification in building customer trust and attracting investors is considered. The importance of environmental responsibility in modern consumer behavior and its impact on marketing strategy is emphasized.