Sustainability Waves: Opening the Door to Pet-Friendly Tourism 

As part of the Sustainability Waves project of HBX Group, we’ve launched a new initiative aimed at promoting the Pet-Friendly trend among our hotel partners. This campaign responds to a structural shift in tourism demand and presents an opportunity for hotels to align with evolving traveller preferences and strengthen their market positioning. 

Over half of the world’s population owns a pet. This phenomenon is closely linked to significant demographic changes: Millennials and Gen Z are now leading the rise in pet ownership, and their consumer habits are directly influencing the tourism industry. In response, the Pet-Friendly hotel market is experiencing remarkable growth, increasing from USD 4.1 billion in 2024 to a projected USD 6.55 billion by 2028, with a compound annual growth rate (CAGR) of 12.4%, according to the Pet Friendly Hotel Market Report 2025. 

Our campaign is built around five key objectives: 

Sustainability Waves, launched by HBX Group in 2023, is a programme designed to help hotel partners adopt and promote sustainable practices while enhancing their ESG performance.  Since its launch, the initiative has achieved meaningful progress in several key areas, including phasing out single-use plastics, improving accessibility for all travellers, and introducing zero-waste practices across the hospitality sector.

Looking ahead, the next phase of Sustainability Waves will broaden its impact by focusing on promoting animal welfare, expanding accessibility efforts, supporting the rollout of electric vehicle charging infrastructure, strengthening plastic-free initiatives, and showcasing inclusive menus that cater to a diverse range of dietary needs.

We’ve put together a handy little guide with key tips to help you welcome guests and their pets with comfort, care, and confidence. Check it out!

This initiative is more than a response to an emerging trend—it’s a strategic commitment to a more inclusive, sustainable tourism model that reflects today’s social realities. Through Sustainability Waves, we will continue to drive campaigns that integrate new market demands with the environmental and social responsibility of our clients.