Green Hospitality 2030: Enhancing Guest Experience through Sustainable Innovation and the European Green Deal

Authors: Ionel Bran, Dragoș Bujor, Adelina Elena Bran

Abstract

This paper explores the evolution of academic research in green hospitality, with a focus on how sustainability, innovation, and guest experience converge under the guiding framework of the European Green Deal (EGD). Through a bibliometric analysis of 181 peer-reviewed articles published between 2019 and 2025 and indexed in the Scopus database, the study provides a comprehensive overview of global research trends in sustainable hospitality. Using VOSviewer and Biblioshiny, the analysis identified key thematic clusters—sustainability, hotel industry, and corporate social responsibility—alongside the most prolific countries, authors, and journals contributing to the field. The United States, China, Saudi Arabia, India, and the United Kingdom emerged as top contributors, while Sustainability (Switzerland) and the International Journal of Hospitality Management were highlighted as leading publication sources. Authors such as Han, who has focused extensively on green consumer behavior and sustainable tourism decisionmaking, Fayyad, recognized for his work on strategic sustainability practices in hospitality, and Azazz, noted for his contributions to green marketing and authenticity in hotels, were recognized for their influential work. The findings reveal a growing academic and industry-wide interest in integrating green practices and innovative strategies to enhance guest experience and operational performance. This research is one of the few to systematically align bibliometric insights with the priorities of the EGD, thereby adding original value to both academic literature and practical decision-making. The study’s results offer meaningful guidance for hospitality managers, policymakers, and researchers by identifying strategic areas for investment and collaboration in sustainable innovation. It underscores the importance of aligning green practices with guest satisfaction and long-term value creation in the hospitality sector.