[INTRODUCTION]
Sustainability at Rotana Hotels: A Conversation with Carole Gemayel
In this episode of the Crestwell Edit podcast, we dive into the evolving landscape of sustainability in hospitality with Carole Gemayel, Corporate Director of Environment, Health & Safety at Rotana Hotel Management Corporation PJSC. Hosted by Richard Hatter, former GM of Hotel ICON, this discussion explores how Rotana Hotels is integrating ESG principles, corporate social responsibility, and innovative sustainability solutions across its operations.
With over 15 years of experience in the ESG hospitality space, Carole has played a key role in shaping Rotana’s sustainability initiatives, from waste reduction and responsible sourcing to energy efficiency and employee training. Her expertise bridges the gap between hotel operations, sustainability, and technological innovation, positioning Rotana as a leader in eco-conscious hospitality across the Middle East.
Richard and Carole discuss how Rotana is tackling some of the industry’s biggest challenges, from sustainable uniform solutions and food waste management to leveraging technology for smarter, greener hotel operations. They also touch on the importance of education and training in fostering a new generation of sustainability-driven hospitality professionals.
Join us for this insightful conversation and discover how hotels can create meaningful change by embracing sustainability at every level of their operations.
Tune in now to the Crestwell Edit podcast for an exclusive look at how ESG and innovation are transforming hospitality.
Sustainability in the hospitality industry has evolved significantly over the past decade, with hotel groups worldwide implementing strategies to reduce their environmental footprint. In a recent conversation, Carol Gemayel, Head of Sustainability at Rotana Hotels, shared insights into the company’s journey toward greener operations.
The Evolution of Sustainability at Rotana
Carol’s journey into sustainability began with a background in engineering and food science. She started her career in Abu Dhabi in 2011, initially focusing on food safety. As regulations expanded to include environmental health and safety (EHS), Rotana embraced the shift and committed to sustainability initiatives across its properties.
From just 40 hotels at the time, Rotana has now grown to around 80 properties. Managing sustainability at this scale is no small feat, requiring a structured approach. Each hotel has dedicated personnel responsible for implementing corporate sustainability policies, while a central committee—including representatives from engineering, IT, F&B, and purchasing—ensures coordination across the group.
Government Regulations and Industry Benchmarks
The UAE has been proactive in pushing sustainability efforts in hospitality. Abu Dhabi led the way in 2011 by requiring all hotels to have dedicated EHS managers, followed by Dubai’s introduction of 19 sustainability guidelines in 2015. Hotels now report energy consumption data to the government, and post-COP conferences, audits have intensified to ensure compliance.
For Rotana, sustainability targets align with the United Nations’ Sustainable Development Goals. While data tracking initially relied on spreadsheets, the company has since implemented software to monitor sustainability performance across all properties in real time. This shift allows for immediate action instead of waiting for annual reviews.
Practical Initiatives: From Energy to Guest Experience
One of Rotana’s key challenges is balancing sustainability with guest expectations. Carol highlighted several successful initiatives, including:
- Eco-Friendly Chemicals & Laundry Innovations: Rotana collaborates with Ecolab to use lower-temperature laundry systems, reducing energy, water, and chemical consumption while extending linen life.
- Plastic Reduction: The transition from single-use plastic toiletries to dispensers has significantly reduced waste. Guest feedback has further shaped improvements, leading to the adoption of wheat-based containers instead of plastic.
- In-House Water Bottling: Several properties have installed bottling systems to eliminate plastic water bottles, though implementation varies due to legal and operational constraints.
- Uniform Recycling & Sustainable Fabrics: Rotana is exploring partnerships to recycle old uniforms into new items. The company is also testing uniforms made from recycled plastic bottles, assessing their durability in the Middle Eastern climate.
A fascinating addition to the discussion came when Richard shared insights from his collaboration with Crestwell Attire , a uniform company based in Hong Kong. Richard had worked with Crestwell during his time at Hotel ICON, and Carol was intrigued by their innovative sustainability efforts. Crestwell is advancing the use of recycled materials in their uniforms, including fabrics made from plastic and bamboo. Notably, Crestwell incorporates AI design technology, which allows them to refine uniform designs and make adjustments to existing styles, saving on designer fees and further reducing waste. Moreover, their buy-back and recycling program encourages the reuse of old uniforms, supporting both recycling and downcycling efforts. Carol expressed a strong interest in exploring similar collaborations for Rotana.
Employee Engagement & Industry Collaboration
A key takeaway from the conversation was the importance of engaging employees in sustainability. Rotana trains all new staff on sustainability and encourages department-specific initiatives. For example, chefs focus on food waste reduction, while housekeeping promotes linen reuse. Each hotel also has sustainability “champions” who contribute ideas and participate in CSR activities.
Beyond internal efforts, Rotana is an active member of the UAE’s Hospitality Alliance Group, collaborating with other hotel brands to develop industry-wide sustainability guidelines. The company’s commitment is reflected in its recognition—five of its Dubai hotels were among just 17 awarded for sustainability excellence in a recent government audit.
The Future of Sustainable Hospitality
Looking ahead, Rotana is focusing on more sustainable hotel development, integrating green building practices from the construction phase. The company also aims to scale up digitalization efforts, such as paperless check-in processes and automated sustainability tracking.
Carol emphasized the need for realistic, long-term sustainability strategies that balance environmental responsibility with operational feasibility. Rotana avoids short-term “greenwashing” and instead prioritizes initiatives that can be maintained across diverse markets, from the UAE to Lebanon and Iraq.
The hospitality industry has a significant role to play in the global sustainability movement. By combining innovative solutions, strong leadership, and employee engagement, hotel groups like Rotana are setting new benchmarks for responsible tourism, while partnerships with companies like Crestwell Attire are helping lead the way in sustainable uniform solutions.