Food, design and wellness are making eco-friendly options attractive, despite additional costs. Photo Credit: Adobe Stock/banzeo
Sustainability in business events often conjures up perceptions of compromise – fewer luxuries, restricted options, or cutting back on experiences. This could prove to be a big turn-off for groups.
A recent study by Accor, Booking.com, and the University of Surrey, urges hospitality providers to reframe sustainability in terms of comfort and pleasure rather than sacrifice. For instance, messaging that focused on ‘comfort’ led to a 145% increase in guest satisfaction. The report said highlighting activities such as scenic train rides or local culinary experiences that align with responsible practices reassures guests they can enjoy their stay without compromise.
Lorela Chia, managing director of Gr8 Dreams and founding president of the Malaysia Association of Sustainable Supply Chain & Innovation (MASSCI), says sustainability isn’t about stripping back or curtailing luxury; it’s about enriching the experience through mindful creativity.
“It’s a misconception to see eco-friendly practices as synonymous with minimalism or austerity,” she says. “Sustainable design invites us to explore how to enhance every detail – from locally-inspired menus that tell the story of the region to innovative, green technologies that create immersive, sensory environments.”
“It’s a misconception to see eco-friendly practices as synonymous with minimalism or austerity.”
Lorela Chia, founding president, Malaysia Association of Sustainable Supply Chain & Innovation
MASSCI’s Chia notes that it’s important to think of sustainability as an opportunity to add layers of meaning and connection rather than simply removing excess. Instead of cutting back, practices that not only protect the planet but also elevate comfort and delight can be integrated.
“This approach transforms events into experiences that are both responsible and indulgent, where every sustainable choice is a thoughtful enhancement rather than a compromise,” she says.
Dining sustainably doesn’t mean settling
When it comes to food, Ross Steele, general manager at New Zealand’s Te Pae Christchurch Convention Centre, says forget bland substitutions.
“Our sustainable food programme is all about local flavour, innovation, and excitement,” he says. “From interactive farm-to-table experiences to chef-led cooking stations featuring locally sourced ingredients, we make sustainability delicious.
“Guests can sip on botanical-infused cocktails crafted from homegrown herbs, sample gourmet plant-based dishes, or take part in zero-waste tasting menus. By showcasing food that is both eco-friendly and indulgent, we make sustainability an experience to savour.”
Steele adds that venues don’t have to be sterile either when it comes to sustainable design. Te Pae Christchurch’s event spaces are designed to make the most of natural light, good air flow, and locally sourced materials, creating an atmosphere that’s both stylish and serene.
Breakout spaces include wellness zones for meditation and yoga, and event attendees are invited to take part in green challenges – like biking to the venue or using reusable event materials – to further engage with the centre’s sustainability ethos.
“By showcasing food that is both eco-friendly and indulgent, we make sustainability an experience to savour.”
Ross Steele, general manager, Te Pae Christchurch Convention Centre
Pay for a purpose
Mark Meaney, general manager at Conrad Seoul says sustainable food options such as salmon, abalone, and cage-free eggs cost more than the non-sustainable alternatives, but he believes that guests appreciate it and are willing to pay a premium for it. The hotel absorbs the cost of carbon neutral meetings but ensures clients are aware of this and their carbon neutral meeting status.
“We aim to increase more usage of ASC/MSC [Aquaculture Stewardship Council and Marine Stewardship Council labels, which indicate sustainable farming] menus by closely working with ASC Korea; we just signed an MoU for supplying ASC flatfish from the second half of 2025,” he says.
Conrad Seoul also provides informative signage at buffets to raise awareness of food waste and guide more mindful consumption.
Turning sustainability into an experience
Centara Hotels believes that sustainability can play an active role in enhancing and elevating the guest experience.
Across Thailand and beyond, Centara Hotels & Resorts are building sustainability into their guest experience – from organic farm-to-fork dining to coral planting in the Maldives.
“We also promote sustainable spa treatments using organic herbs and locally sourced ingredients. By embracing sustainability in this way, we can create a closer connection between guests and their destination,” says Thaschai Phattanagosai, assistant vice president - corporate risk, legal & sustainability, at Centara Hotels & Resorts.
While sustainability and wellness go hand-in-hand, Phattanagosai adds that rewards can also help to increase engagement. Centara’s ‘My Green Day’ programme offers a special reward or benefit, such as a free drink voucher, to any guest who stays for two nights or more and prefers not to have their room cleaned daily.