Abstract
The key points of this chapter: Knowledge gaps lead to bad practice. The hospitality sector is hamstrung by a dearth of information and first hand experience. New technology and research can empower us to make smarter long-term choices Tourism can – and should – flip the status quo, creating market demand rather than waiting for it. Sustainable behaviour can enrich guest experience The most valuable research focuses on real-life case studies. What people say and what people do does not always match. The beating heart of sustainable tourism is real-world behaviours All guests are potential green guests. Typecasting people is counterproductive, leading to faulty assumptions and a false sense that ‘green’ guests are a niche market