As environmental, social and governance (ESG) principles are fast becoming the global standard for investment and consumer trust, UAE-headquartered STORY Hospitality is charting a bold and pragmatic path through the sustainability landscape of luxury travel.
From paperless check-ins to rainwater recycling plants, the group is transforming its day-to-day operations while reinforcing long-term asset resilience in the face of mounting regulatory, investor and guest expectations.
At the heart of STORY Hospitality’s approach is a clear environmental policy designed to integrate eco-friendly practices into every facet of hotel operations. “It’s not just about energy efficiency,” says Victor Abou Ghanem, Story Hospitality CEO, “It’s about rethinking the entire guest experience and operating model through a sustainability lens.”
That shift is already delivering measurable impact. In properties across its portfolio, STORY has replaced traditional lighting with LED systems, introduced motion sensors, and implemented integrated environmental programmes such as the one running at The H Dubai, which has helped cut electricity use by up to 20%.
STORY Seychelles features a rainwater capture and filtration plant, which treats and bottles water for guests in-house – eliminating single-use plastics while demonstrating how luxury and sustainability can coexist seamlessly.
These efforts are more than token gestures. They reflect a strategic move towards safeguarding both operating margins and asset value. “Across Europe, the Middle East and parts of Africa, environmental regulation is tightening fast,” Abou Ghanem explains. “Properties that can show ESG leadership are far more resilient, whether to energy price shocks, carbon taxes, or investor scrutiny.”
Indeed, ESG is increasingly seen as a prerequisite rather than a perk. STORY’s experience echoes broader market trends: luxury travellers are demanding sustainable options, with studies showing that up to 80% expect responsible tourism, and most are willing to pay more for it.
This aligns directly with the interests of institutional investors, who now often require ESG screening before deploying capital, particularly in regulated jurisdictions. And it’s noteworthy that some companies and corporate travel agents won’t even allow participation in RFPs without a clear evidence of a solid sustainable plan implemented.
STORY’s own certification journey is a case in point. “All of our hotels are Green Key certified,” says the CEO. “It gives us credibility, and in places like Rabat – where we were the first hotel group in Morocco to receive this recognition – it’s helped boost visibility and trust among both partners and guests.”
The benefits extend beyond compliance or reputation. Sustainable upgrades can directly enhance the guest experience. Efficient HVAC systems improve comfort while reducing consumption. In-room water purification systems, which help eliminate plastic waste, are now seen not as compromises but as premium features – small touches that convey thoughtfulness and environmental leadership.
Balancing guest expectations with sustainability goals remains a delicate dance, but STORY has found success by prioritising solutions that are “invisible yet impactful.” The group’s sustainability measures are often designed to be felt rather than seen – a cool, well-lit room that uses half the energy, a flawless check-in experience without a single sheet of paper. The luxury lies not in what is removed, but in how intelligently it’s replaced.
Still, STORY acknowledges that the pace of change varies widely across markets. While sustainability is becoming the baseline in more advanced economies, in others it remains a differentiator – and that’s where storytelling, certification, and leadership matter most. “We’re not just adapting to regulations,” Abou Ghanem insists, “We’re setting internal standards that go beyond them.”
That future-focused mindset is guiding STORY’s next steps. The group is currently piloting advanced energy programmes across its properties, preparing to scale carbon tracking, and laying the groundwork for green building certifications such as LEED or BREEAM. Crucially, this ambition isn’t limited to hotels. “We’re applying the same sustainability lens to the offices and residences we manage too,” says the chief exec.
In doing so, STORY is redefining the role of hospitality brands in the ESG era. No longer passive recipients of policy or pressure, the most forward-thinking operators are becoming proactive shapers of their own sustainable narratives – not just meeting minimum thresholds, but exceeding them in ways that protect the planet, preserve investor confidence, and enhance the guest journey.
As ESG reporting, green financing, and carbon neutrality targets become non-negotiable across the industry, STORY Hospitality is already on its way, proving that sustainable travel isn’t just possible, it’s profitable, and it’s here to stay.
By: Victor Abou-Ghanem, CEO of STORY Hospitality