By Zach Demuth, Head of Americas Hotels Research, JLL Hotels & Hospitality Amid one of its most transformative periods in history, the U.S. lodging industry has an opportunity to enact real change through a renewed commitment to sustainability. As the world looks to reduce its carbon emissions, hotels play an important role, as they are the most energy- and water-intensive of any commercial building type globally. Not only will a commitment to sustainability help to slow climate change, but failure to do so also has the potential to result in lower asset value, increased operational costs and decreased consumer demand. Following the pandemic’s unprecedented impact on lodging demand, which was worse than that of 9/11 and the financial crisis of 2007-2008 combined, the industry demonstrated its resilience in 2021 with U.S. revenue per available room (RevPAR) reaching 83 percent of 2019 levels. While demand rebounded more quickly than most prognosticators expected, the industry continues to struggle to generate consistent profits, with gross operating profit per available room (GOPPAR) only recovered 71 percent relative to 2019. This has been driven by rising costs, lack of ancillary revenues and a historic labor shortage. As the industry looks to right-size profits, sustainability should …
