The event, held on October 27, brought together more than 40 sustainability leaders from the sector for a closed-door roundtable discussion.
Ecostars, the sustainability intelligence and ESG certification platform for the hotel industry, held the third edition of its Hotel Sustainability Forum on October 27 in Madrid, bringing together sustainability leaders from Spain’s leading hotel chains, as well as several international brands.
The meeting, held as a closed-door roundtable discussion, aimed to create a trusting environment in which industry leaders could have candid conversations about the main challenges and opportunities in hotel sustainability.
Throughout the day, participants addressed key issues for the future of the sector, including energy efficiency, water efficiency, the circular economy, social responsibility, and governance.
Key Takeaways from the Forum
The meeting gave rise to several insights shared by the sector as a whole:
Climate change is no longer a projection but has become an operational reality. Attendees agreed that phenomena such as the emergence of demand for cooling in traditionally cold areas, or for heating in warm regions, are forcing chains to rethink their investments in climate control based on geographic and climatic criteria, rather than solely on the type of establishment.
Water management is emerging as one of the top priorities, with an increasing focus on the entire water cycle. The sector recognizes that the greatest opportunities for savings lie not only in customer behavior, but also in leak detection, water reuse, and facility efficiency.
Decarbonization is moving forward as a top priority, while significant challenges remain in measuring Scope 3 emissions, particularly in the supply chain and procurement—areas where a large portion of the sector’s carbon footprint is concentrated and where the reliability of supplier data continues to be a challenge.
Circularity and the fight against food waste are gaining prominence, driven by new legislation, which is guiding the sector toward the hierarchy of reducing, reusing, and donating.
When it comes to sustainability, we don’t compete—we cooperate. Hotels may compete for customers, but the climate challenge is one that the entire industry faces, and real progress will only come through working together.
Beyond the technical issues, the main conclusion of the forum was precisely that idea shared by all participants: real progress in the sector will only come about by working together, sharing what works, and being honest about what still needs improvement.
The Madrid Hotel Sustainability Forum is part of a series of events that Ecostars organizes in various markets around the world, with events held in 2026 in Copenhagen, Lisbon, Amsterdam, Mumbai, Singapore, and Cancún, and upcoming events scheduled for 2027.
Participating networks and professionals
Sustainability managers and representatives from the following hotel chains participated in this edition:
José Luis Galindo, Global Vice President of Engineering and Maintenance Services | Radisson Hotel Group
Alberto Pérez, Director of Franchise Operations | Wyndham Hotels & Resorts
Javier García Romero, Director of Sustainability and Environment, EMEA | Hyatt
Xisca Stijar, Head of Operational Sustainability | RIU Hotels & Resorts
Catalina Alemany, Director of Corporate Sustainability and Social Responsibility | RIU Hotels & Resorts
Laura López Mingo, Senior Sustainability Analyst | Meliá Hotels International
Belén Juárez, Head of Sustainability | Barceló Hotel Group
Andrés de las Heras, Specialist in the Sustainability Department | Paradores
Álvaro Sánchez, Global Director of Sustainability and Impact | Iberostar Hotels & Resorts
Elena Ruiz, Vice President of Sustainable Business | Minor Hotels
Mafalda Brilhante, Director of the Office of Sustainability and Impact | Pestana Hotels
Marta Castelão, Sustainability Project Manager | Pestana Hotels
Carole Gemayel, Corporate Director of Environment, Health, and Safety | Rotana Hotels
Francesca Granato, ESG Coordinator | Alpitour World
Ignacio Filgueiras, General Manager | Alda Hotels
Álvaro Armenteros, Director of Digital and Ecological Transition | Soho Boutique Hotels
Stuart Boyd, Technical Project Manager and Head of Energy and Sustainability | Petit Palace
Miguel Martín, Director of Technical Services and Sustainability | Petit Palace
Juan Valentín, Corporate Director of Sustainability | Senator Hotels & Resorts
Gloria Juste, Vice President of Social Responsibility and Sustainability | Palladium Hotel Group
Enric Almiñana, Director of Global Procurement and Sustainability | Abba Hotels
Roberto Alonso, Head of Purchasing and Sustainability | Abba Hotels
César Pérez, Director of Quality | Vincci Hotels
Ana Zorita, Corporate Director of Human Development and Excellence | THB Hotels
Suzana Gomercic, Senior Vice President of Resort Operations in Europe | Hilton Grand Vacations
Raquel Canales, Head of ESG | B&B Hotels Spain and Portugal
Daniel Gambarte, Head of Sustainability and Corporate Responsibility | ACHM Hotels by Marriott
Elisa Fernández, Director of the Sustainability Department | Casual Hotels
Elena Martín, Director of Sustainability and Excellence | ILUNION Hotels
Massiel Heredia, Sustainability Project Manager | Room Mate Hotels
Lucía Hernández, Product Director | RH Hotels
Rosa María Chimeno, Sustainability Department | RH Hotels
José Durá, Sustainability Department | RH Hotels
Theo van Roessel, Head of Quality and Sustainability | Princess Hotels & Resorts, Canary Islands
Óscar Bermejo, Director of Operations | Yurbban Hospitality Group
Marc Rovira, Head of Innovation and Operational Guidelines | Yurbban Hospitality Group
Sofía Alonso, Head of Quality and Sustainability | Santos Hotels