Responsibility
drives results.

Get Involved

Hotels that lead on people, planet, and place outperform on trust, resilience, and long-term value.

CRH focuses on the performance signals that actually matter.

Join the CRH Foundry Explore the Movement
The case

What changes when responsibility drives strategy

CRH helps hotel leaders focus on the signals that improve resilience, strengthen guest trust, and protect long-term value.

Sunlit hotel room corner with an armchair and globe pendant light

Stronger Operating Performance

Clearer priorities. Better data-driven decision-making.

Guest with long hair looking out of a café window

Trust That Translates to Revenue

Guests reward transparent hotels with deeper loyalty and greater willingness to pay.

Hotel bed beside a bedside table and a brass wall lamp

Long-Term Resilience

Alignment with stakeholders protects value.

The evidence

Guests will pay for trust.
They just don't trust the claims.

Transparency is influencing booking decisions and pricing power,
but most messaging isn't credible.

Revenue Opportunity
9.7%

Higher spend on trusted responsible brands

Travelers Trust Gap
1 of 10

Don't trust sustainability claims

Industry Friction
<1 in 10

hotels have green certifications globally*

*Based on review of leading hotel sustainability certifications and global hotel industry data (Statista, 2024).

The CRH Foundry

Lead the shift.

A curated group of first-mover hotels shaping the next standard of responsible hospitality through real-world testing and shared learning.

Join the CRH Foundry

Responsible hospitality takes shape in real places, with real people.

See how responsibility takes shape

Partners & collaborators

Working with partners who share our values.

Cornell
ILC
EP
Arbus
Logo Lateral
MC
Honest Operations