Hilton-Backed Hotel Brand Banks on Rising Tide of Social and Environmental Responsibility

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Want to develop a hotel? Think beyond just room revenue. Money talks, and more investors like CGI want to see increased emphasis on social issues and sustainability going forward. So-called ESG is no longer a side thought.

Environmental and social issues are finally getting more recognition in the hotel investment arena, but it all comes down to location. ESG — or environmental, social, and governance — are increasingly bigger topics of conversation in the financial realm. European hotel investors significantly outpace their peers in other parts of the world when it comes to sustainability-minded projects. U.S. investors lead the world when it comes to investments geared toward equality, Gilda Perez-Alvarado — the global CEO for JLL Hotels & Hospitality — said in an interview with Skift. Conscious Certified Hotels, newly launched by investment firm CGI Merchant Group and that will operate under Hilton’s various soft brand collections, is the latest example of a hospitality group putting more stock in social issues.

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“There's a consistent investing through our strategies for giving back. This is now taking it on steroids,” said CGI Merchant Group founder and CEO Raoul Thomas in an interview with Skift. “Our studies show that people that have a view to conscious travel and belief around these core values will stay longer in these hotels and pay a premium. Brand loyalty will come very organically and in a very sustainabl

Hilton-Backed Hotel Brand Banks on Rising Tide of Social and Environmental Responsibility

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