San Jose’s Daniel (Dan) Fenton serves as the executive vice president of the JLL Hotels and Hospitality Group, where he provides sales, marketing, and operations support to hotels and public assembly venues. With more than two decades of hotel and tourism industry experience, Dan Fenton recognizes the significance of hotel sustainability and the need to go beyond compliance standards.

1. Hotels Send Positive
Eco-Marketing
Message by Going
Beyond Compliance
Dan Fenton

2. Introduction
San Jose’s Daniel (Dan) Fenton serves as the executive vice president
of the JLL Hotels and Hospitality Group, where he provides sales,
marketing, and operations support to hotels and public assembly
venues. With more than two decades of hotel and tourism industry
experience, Dan Fenton recognizes the significance of hotel
sustainability and the need to go beyond compliance standards.
Hotels that implement innovative measures to ensure sustainability
and engage guests in the effort are sending positive eco-marketing
messages. Increasing awareness of the hospitality sector’s tie to
climate change and environmental decline over the years has put
mounting pressure on hotels for sustainability.

3. Hotels
The US Green Building Council estimates that the hospitality
industry accounts for approximately 1 percent of global
emissions. Hotel properties are often located in areas most
threatened by the detrimental effects of increased water
consumption and waste generation.
To curb the strain hotels and tourism place on local resources,
many hotels are adopting new sustainability measures. Hotel
chains that embrace sustainability by focusing on innovation
and guest engagement are leading these efforts and attracting
customers.