Rate, location, meeting space, and service may get your hotel considered. They may not get it shortlisted—because the property down the road can make many of the same claims.

At Connect Marketplace in Tampa, one message came through clearly: meeting professionals need better information earlier and stronger ways to show decision-makers why a property deserves to move forward.

Sustainability can provide that differentiation. Cvent’s 2026 Planner Sourcing Report found that attendee engagement is now the leading measure of event success, while 78% of planners consider a venue’s sustainability efforts when sourcing.

 

These efforts create attendee engagement, connect meetings to the local community, and give planners measurable results to share with leadership. Do not bury this work on a sustainability webpage. Include it in meeting packages, RFP responses, sales conversations, and site visits. That is how sustainability becomes a sales tool. Not sure where your strongest opportunity is? Download Greenluxe’s free DESIRE™ Framework and ask your sales and leadership teams: How could we turn what we are already doing into a stronger experience, a credible proof point, or a reason to choose our hotel?

 

That is where sustainability becomes part of the business case—and your opportunity to stand out.

 

—Amy Wald
Founder & President, Greenluxe

Host of the Conscious Check-In Podcast