Paris 2024 Summer Olympics. PACK EXPO, Chicago. Seattle’s Climate Pledge Arena. Each of these raised the bar for sustainability in events and venues. 

The Olympics reused existing infrastructure and cut down on single-use plastics. PACK EXPO focused on waste diversion and energy efficiency. Climate Pledge Arena became the first venue of its size to earn the TRUE Platinum zero-waste certification.

These international events showed the world what sustainability looks like in action, something both planners and attendees increasingly expect. For venues, the shift to sustainability comes with pressure, but nonetheless a clear opportunity. The ones that adapt are not only helping the planet but also making their properties more attractive and trustworthy, which ultimately drives more bookings and increases revenue.

Five Ways sustainability boosts revenue

1. Sustainability is decidedly a factor in venue selection

Sustainability hasn’t always been the deciding factor when planners choose a venue, but it’s starting to make an influence. In many cases, it’s enough to sway choices. Thirty-two percent of travel managers in Europe say sustainability goals will shape their business travel plans through 2026. 

That’s nearly one in three decision-makers actively factoring environmental responsibility into how and where they book. Planners might eyeball your hotel’s energy-efficient conference halls or a convention centre’s waste diversion programme. Ignore these ever-important factors, and you risk losing out to a greener rival when budgets and values align.

2. Lowers operating costs over time

Initial investments in sustainability, such as LED lighting or water-saving fixtures for conference spaces, can be significant. Yet, hotels often see long-term savings. For example, Hilton has reduced water consumption by 50% and carbon emissions by 61% since 2008, and all of their properties worldwide are certified to ISO 50001 (Energy Management). 

Reduced energy use in large meeting halls or lower waste disposal costs from events add up over time. For a hotel hosting a 500-person conference, these savings could reach thousands annually, freeing funds for new investment and upgrades.

3. Protects your brand reputation

The hospitality industry lives or dies by its reputation. A viral post about a conference leaving plastic mountains can sting for years. Why not flip the narrative by instead showcasing your eco-wins, like composting event leftovers or using solar for ballrooms, and you’ll build goodwill. 

Climate Pledge Arena’s TRUE Platinum zero-waste certification is a great example where planners and attendees spread the word. Online visibility is critical, and if your venue has sustainability credentials, make sure they’re easy to find. Platforms like Venue Directory are used by thousands of planners to source green hotels and meeting spaces. Listing your venue along with certifications can highlight your commitment to sustainability and help you spread the word.

4. Gives your sales team an edge

Sales teams need more than competitive room rates to win contracts. Sustainability provides a market advantage. Equip staff with case studies, such as a trade show where eco-friendly catering reduced emissions, and train them to highlight cost savings or carbon offsets. Offer planners a site tour to demonstrate green tech, like energy-efficient AV systems. These steps can turn a pitch into a booking, outpacing generic offers.

5. Builds long-term client loyalty

Planners who experience your sustainable MICE venue, with things like seasonal menus or effective recycling, are likely to return. A corporate client impressed by your compost programme during an annual summit may become a repeat partner. Attendees also share positive feedback online, driving referrals. Over time, this builds long-term relationships and turns one-off events into steady business. It meets the growing demand for venues that align with company policies and attendees’ ethical priorities.

How to get started with sustainability (with real-world examples)

If a venue says it’s “sustainable,” that only matters if someone can walk in and see what that means. Planners want to know what’s being done before, during, and after the event. It’s challenging to overhaul operations overnight, but there are very real, manageable ways to build sustainability into how things run.

1. Start with waste management

Most events generate too much leftover food, packaging, printed materials, and signage. A good starting point is knowing what happens to that waste. Can it be composted? Can anything be reused? Are there clear systems in place so staff and guests know where to put what?

Raymond Blanc’s Michelin-starred hotel and restaurant Belmond Le Manoir aux Quat' Saisons, for example, composts 94% of its annual food waste. They use composting and food waste drying technology from Tidy Planet. Other venues are reducing the use of single-use plastics and replacing printed banners with digital screens. These aren’t expensive changes, but require a clear plan and some follow-through.

2. Reduce what needs to be hauled in

If you’re still trucking in produce or ingredients from across the country for conference meals, there’s room to rethink the menu. The PIG hotels in the UK grow 17 tonnes of food annually onsite. That’s not realistic for every venue, but working with nearby farmers or suppliers is.

Beyond food, consider the materials used for decor or handouts. If something can be locally sourced, rented, or reused, that usually means fewer emissions and less waste.

3. Look at energy use

Tracking energy is often skipped because it feels complicated. But even a basic understanding of where energy is being used, including lighting, AV setups and heating and cooling, can point to areas for improvement. Some venues switch to LED lighting in meeting rooms. Others install motion sensors in low-traffic areas to reduce waste. You don’t need to have a formal certification to start doing this. What matters is that you can speak to what’s being done and back it up if asked.

4. Support planners who care about sustainability 

If you’ve ever had an event planner ask about your sustainability policy and then get met with a blank stare, you know how frustrating that is on both sides. A concise, honest document outlining your current practices goes a long way. You don't need to overpromise or fill it with buzzwords, but you need to explain what you’re doing and how you’re tracking it.

Portola Hotel & Spa does this well. They run what they call “Reduced Waste Conferences,” and part of the process includes educating their staff, planners and attendees about their sustainability efforts and initiatives. They also use digital signage to cut down on printed materials and allow guests to opt out of housekeeping to reduce water and energy use.

Offering clients even a basic option, such as a low-waste setup or a way to measure impact, makes it easier for them to work with you. And that makes it more likely they’ll come back.

5. Focus on what you can control

Not every venue can afford rooftop gardens or zero-waste kitchens. And that’s fine. Sustainability is about doing what makes sense for your space and being honest about where you are in the process.

If all you can do right now is set up a better recycling system, do that. If you're already doing towel reuse programmes or avoiding plastic key cards, make sure guests know. Small things add up, especially when they’re visible.

And if you are still unsure where to start or want to see what this looks like across different types of venues, we’ve a resource specifically for that. Our latest guide to sustainable meetings offers real-world use cases and eco-friendly best practices that can inspire you to develop a practical and measurable plan. 

Download our guide to Sustainable Meetings for Hospitality Professionals and use it to shape a strategy that works for your space and your clients.