Environmental tourism is a form of tourism that involves responsible travel to fragile, pristine and relatively undisturbed natural areas. These natural areas usually have programs to preserve the environment or maintain the well-being of the local population. The motivation of the hotel industry in environmental matters arose from a cost-benefit perspective. The central focus of environmental practices has been on designing new properties and reducing damage from material consumption. The most important task of ecological hotels is the process of introducing and developing ecological culture. The advocacy process is appropriate and includes top-down commitment, broad communication and consultation, appointment of coordinators and working groups, and evaluation of the internal environmental program into staff culture, awareness raising, commitment building, support, rewarding and recognition efforts, celebrate success and take practical steps. Sustainability is considered the key to successful business in the 21st century. Social concerns such as inclusiveness, promoting work-life balance, promoting employee health and well-being, local supply and fostering entrepreneurship are part of the sustainability agenda to be implemented by Croatian hoteliers. The COVID-19 pandemic has led to many changes in hotels, but in terms of environmental initiatives, it has been concluded that hotels remain committed to sustainability while meeting the standards of social exclusion and cleaning. The advantages of obtaining an official certificate of sustainability should be considered.