Sustainable Hotels on the Rise in Europe
Overview
Sustainability Objectives
At Hilton Sofia, sustainability is not a trend—it’s deeply embedded in their operations. In line with Hilton’s Travel with Purpose 2030 Goals, the hotel is implementing various sustainable solutions, including:
- Energy and Water Efficiency: Motion sensor lighting in guest rooms, LED technology, high-efficiency HVAC systems, and rooftop solar panels contribute to cutting emissions and consumption—without compromising comfort.
- Sustainable Sourcing & Food Waste Reduction: Locally sourced, seasonal ingredients and ethical supplier relationships drive their culinary operations. With the help of AI-powered Winnow technology, Hilton Sofia reduces food waste by up to 70%, optimises production, and contributes to global emissions reduction.
- Plastic-Free Practices: They’ve eliminated single-use plastics, introduced reusable glass bottles in all guest rooms, and installed refillable water stations on every floor.
- Biodiversity & Local Ecosystems: Rooftop beehives will return this spring to support local pollination and produce natural honey served at breakfast.
- Community Engagement: Through long-term partnerships with NGOs like the Cedar Foundation and Rozhdestvo Hristovo Foundation, Hilton Sofia supports inclusion, charitable initiatives, and employment for people from diverse backgrounds.
- Mobility & Green Travel: Guests can explore Sofia sustainably with complimentary rental bikes.
- Performance Transparency: Environmental and social performance is monitored via Hilton’s LightStay platform, ensuring accountability and continuous progress.
Comment from General Manager Stephan Reiter
“In refined hospitality, excellence means creating unforgettable guest experiences while acting responsibly behind the scenes. Reducing food waste and embracing recycling are core priorities—not compromises. At Hilton Sofia, we believe sustainability is the new standard of sophistication. That’s why our partnership with Clean the World is so important”.
Why This Matters: Bulgaria’s Tourism Landscape
In 2024, Bulgaria welcomed over 10 million international tourists, marking a 4.9% rise from the previous year. The country boasted over 4,000 accommodation establishments and 156,000 rooms, providing extensive capacity for both leisure and business travellers.
Yet, with growing tourism comes growing environmental responsibility. The average hotel occupancy in Bulgaria ranged between 50% and 70%, with nearly a quarter of properties achieving even higher. In a market of this scale, millions of single-use plastic items, from shampoo bottles to soap bars are discarded every year, and the environmental impact is significant.
That’s why Hilton Sofia’s partnership with Clean the World is not just commendable, it’s essential. It ensures that used hotel amenities are responsibly managed meeting the growing guest expectations around sustainability while protecting future generations. With an estimated 20% growth in tourism from 2025–2029, this partnership is more important than ever.
A Warm Welcome
We are delighted to welcome Hilton Sofia to our hospitality recycling program and look forward to supporting them on their sustainability journey.
If you are a hotel in Bulgaria or Europe interested in understanding how Clean the World can support your hotel, please connect with us today.
Find our more about Hilton Sofia by clicking here.
