ENVIRONMENTAL SUSTAINABILITY IN THE HOSPITALITY INDUSTRY AS A TREND: EUROPEAN AND UKRAINIAN EXPERIENCE

Abstract

The article examines current trends in implementing environmental sustainability and energy efficiency principles in the hospitality industry within the framework of sustainable development. The relevance of the study is driven by increasing global environmental challenges, the need to reduce the negative environmental impact of tourism activities, and the growing demand for environmentally responsible business models. Particular attention is paid to the comparative analysis of European and Ukrainian practices in implementing environmental initiatives in hotel and restaurant enterprises. The purpose of the study is to analyze current trends in the greening of the hospitality industry, identify the main directions for implementing environmental and energy-efficient technologies in accommodation facilities, and compare European and Ukrainian approaches to environmental responsibility under contemporary crisis conditions. To achieve this goal, general scientific methods of analysis, synthesis, and generalization were applied, along with comparative geographical and field research methods. The study demonstrates that European Union countries actively support sustainable tourism through public financing of environmental projects, the development of green infrastructure, and the implementation of international environmental standards and certification systems. The experiences of Germany, Sweden, France, Norway, and Spain are analyzed as examples of successful environmental policies in the hospitality sector. Particular attention is devoted to international certification systems such as Green Key, Green Globe, Nordic Swan Ecolabel, EcoLabel, and LEED, which help enhance the environmental performance and competitiveness of hospitality enterprises. The research reveals that Ukrainian hospitality businesses are gradually adopting environmental management practices, energy-saving technologies, waste-sorting and recycling systems, renewable energy solutions, and measures to reduce single-use plastic consumption. International environmental certification has become an important factor encouraging enterprises to improve their environmental performance and strengthen their market positions. Several Ukrainian hotels implementing Green Key standards and other sustainability-oriented initiatives are considered practical examples of successful environmental transformation. The findings indicate that environmental sustainability has become an important strategic factor influencing the long-term development of hospitality enterprises. The practical significance of the study lies in the potential to adapt European best practices to the Ukrainian context to improve environmental management, increase resource efficiency, strengthen competitiveness, and ensure compliance with international sustainable development standards.