The growing volume of research on customers’ attitudes towards sustainability practices in the hospitality sector has attracted significant interest from researchers and managers in the past decade. This chapter investigates the relationship between sustainability practices in hotels and its influence on consumers’ attitudes and behaviors, and the brand. Using LUX* Resorts & Hotels as a case study, this chapter provides insights into the growing importance of sustainability practices among resorts and hotels. It shows how consumers play an important role in shifting a business strategy towards a more sustainable course. This chapter will be of value to practitioners in helping them align their strategies with customers’ expectations. It contributes to the pool of studies on sustainability in hotels and resorts, which will assist researchers in furthering research and reflection in this area.
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