It’s important for ‘eco’ companies to prove they are sustainable rather than just say they are. Accountability is the key. Consumers have the right to choose the companies they wish to support and make personal ethical choices based on open and honest information.

If you wait for the customer to tell you to green your company, you’re way too late.

It's no longer cool to drink commercially bottled water. What is cool is to be socially responsible and raise awareness and funds for a problem that we as an industry can eradicate.

I believe that consumers should vote with their wallets and exercise this power more to drive collective change in the world. Today, many guests are very aware of environmental issues and many chose to stay in hotels they feel take care of the environment and the locals. Unfortunately, I don’t think enough people care.

Bathroom towels aside, the most irritating greenwashing that I’ve come across on my travels are otels that crow about their ‘green’ credentials yet design bedrooms without mosquito nets and fans so that it is impossible to sleep without air-con or offer food that is not seasonal and that has flown miles to get there. Woody pineapples in Athens in midwinter? Do we need them? No!

The greatest threat to our planet is the belief that someone else will save it.