Sustainability in the hospitality industry has evolved significantly over the past decade, with hotel groups worldwide implementing strategies to reduce their environmental footprint. In a recent conversation, Carol Jemael, Head of Sustainability at Rotana Hotels, shared insights into the company’s journey toward greener operations.
The Evolution of Sustainability at Rotana
Carol’s journey into sustainability started with a background in engineering and food science.
She began her career in Abu Dhabi in 2011, initially focusing on food safety. As regulations expanded to include environmental health and safety (EHS), Rotana embraced the shift and committed to sustainability initiatives across its properties.
From just 40 hotels at the time, Rotana has now grown to around 80 properties. Managing sustainability at this scale is no small feat, requiring a structured approach. Each hotel has dedicated personnel responsible for implementing corporate sustainability policies, while a central committee—including representatives from engineering, IT, F&B, and purchasing—ensures coordination across the group.
Government Regulations and Industry Benchmarks
The UAE has been proactive in pushing sustainability efforts in hospitality. Abu Dhabi led the way in 2011 by requiring all hotels to have dedicated EHS managers, followed by Dubai’s introduction of 19 sustainability guidelines in 2015. Hotels now report energy consumption data to the government, and post-COP conferences, audits have intensified to ensure compliance.
For Rotana, sustainability targets align with the United Nations’ Sustainable Development Goals. While data tracking initially relied on spreadsheets, the company has since implemented software to monitor sustainability performance across all properties in real time. This shift allows for immediate action instead of waiting for annual reviews.
Practical Initiatives: From Energy to Guest Experience
One of Rotana’s key challenges is balancing sustainability with guest expectations. Carol
highlighted several successful initiatives, including:
-Eco-Friendly Chemicals & Laundry Innovations: Rotana collaborates with Ecolab to use lower-temperature laundry systems, reducing energy, water, and chemical consumption while extending linen life.
- Plastic Reduction: The transition from single-use plastic toiletries to dispensers has
significantly reduced waste. Guest feedback has further shaped improvements, leading to the adoption of wheat-based containers instead of plastic.
- In-House Water Bottling: Several properties have installed bottling systems to eliminate plastic water bottles, though implementation varies due to legal and operational constraints.
- Uniform Recycling & Sustainable Fabrics: Rotana is exploring partnerships to recycle old uniforms into new items. The company is also testing uniforms made from recycled plastic bottles, assessing their durability in the Middle Eastern climate.
Employee Engagement & Industry Collaboration
A key takeaway from the conversation was the importance of engaging employees in
sustainability. Rotana trains all new staff on sustainability and encourages department-
specific initiatives. For example, chefs focus on food waste reduction, while housekeeping promotes linen reuse. Each hotel also has sustainability “champions” who contribute ideas and participate in CSR activities.
Beyond internal efforts, Rotana is an active member of the UAE’s Hospitality Alliance Group, collaborating with other hotel brands to develop industry-wide sustainability guidelines. The company’s commitment is reflected in its recognition—five of its Dubai hotels were among just 17 awarded for sustainability excellence in a recent government audit.
The Future of Sustainable Hospitality
Looking ahead, Rotana is focusing on more sustainable hotel development, integrating
green building practices from the construction phase. The company also aims to scale up digitalization efforts, such as paperless check-in processes and automated sustainability tracking.
Carol emphasized the need for realistic, long-term sustainability strategies that balance
environmental responsibility with operational feasibility. Rotana avoids short-term
“greenwashing” and instead prioritizes initiatives that can be maintained across diverse
markets, from the UAE to Lebanon and Iraq.
The hospitality industry has a significant role to play in the global sustainability movement.
By combining innovative solutions with strong leadership and employee engagement, hotel
groups like Rotana are setting new benchmarks for responsible tourism.
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This blog captures the key themes from the podcast discussion while keeping it concise and engaging. Let me know if you like any tweaks!