The World Sustainable Hospitality Alliance (the Alliance) has entered into a strategic partnership with ZEERO Group, a climate innovation company dedicated to decarbonising luxury hospitality and travel through scalable, community-driven solutions.

The partnership brings together the Alliance’s global network of hospitality leaders and ZEERO’s pioneering approach to waste-to-energy, renewable fuels, and climate financing. Together, they aim to empower hotels, resorts, and private aviation companies to tackle two of the industry’s greatest challenges: waste and emissions.

Rather than burdening guests with decisions during their stay, ZEERO enables properties to embed climate contributions directly into the booking path, either as an included benefit or a subtle, optional addition. This reflects luxury travellers’ expectations; sustainability should be effortless and built into the experience by default.

ZEERO’s model already allows properties to fund clean energy and waste-management projects through small guest climate contributions, typically only a few euros or dollars per booking or checkout folio, while remaining cost-neutral for operators. Aggregated at scale, these contributions are channelled into high-impact initiatives such as converting municipal wastewater into low-emission biofuels that can reduce lifecycle emissions by up to 81% compared to fossil fuels.

Through this model, hotels demonstrate real climate leadership by funding high-impact, community-connected projects that reduce emissions and deliver tangible benefits to the local environment and economy.

The process is both holistic and practical, allowing properties to uphold their brand promise whilst supporting long-term planetary and community wellbeing, without ever compromising the elegance and ease of the guest experience.

Glenn Mandziuk, President & CEO of the Alliance, said:

“By partnering with ZEERO, we are helping luxury hospitality brands transform sustainability into a source of innovation, value, and leadership. This collaboration will accelerate systemic change while supporting local communities and infrastructure worldwide.”

Nico Nicholas, CEO of ZEERO Group, added:

“Luxury travel has both the responsibility and the opportunity to lead in climate action. Through our partnership with the Alliance, we can rapidly scale solutions that make sustainability seamless for guests and profitable for operators, turning climate contributions into meaningful global impact.”

The partnership will focus on:

  • Scaling regenerative energy projects that convert waste into renewable fuels and electricity.
  • Creating authentic sustainability narratives that resonate with travellers and enhance brand value.
  • Building shared ownership models, enabling hospitality groups to co-invest in renewable energy infrastructure.

With this partnership, the Alliance and ZEERO will drive measurable, global impact for people, planet, and prosperity, redefining luxury travel as a force for good.

The World Sustainable Hospitality Alliance unites leading hospitality companies, brands, and strategic partners to address pressing environmental and social challenges. With a portfolio of over 66,000 hotels across 300 brands, totalling more than 8 million rooms, including industry giants like Hilton, Marriott, and IHG, the Alliance is committed to developing actionable programs and resources that foster a Net Positive hospitality sector. Through a network of over 100 partners, the Alliance is dedicated to driving collaborative action for a sustainable future.

To find out more about the Alliance’s partners, visit sustainablehospitalityalliance.org/about-us/partners/, and for more information about ZEERO, head to trees4travel.com/zeero-group-home.