“Sustainability Is an Advantage”: Michael Butler on Making Hotel Food and Beverage Work Smarter

Sustainability in hotel F&B is often framed as a cost.

For Michael Butler, it’s the opposite.

“Sustainability in F&B isn’t compliance. It’s better margins, better stories, and better food.”

Drawing on experience across Hyatt, Morgans Hotel Group and SSP - and now advising operators globally through Captivate Consultants - Butler sees sustainability as a practical lever for improving performance, not just a reporting exercise.

From Obligation to Opportunity

The biggest shift, he says, is mindset.

What was once seen as a responsibility is now increasingly recognised as an opportunity - to reduce costs, improve quality and create more meaningful guest experiences.

Less waste in kitchens, smarter sourcing, better energy and water management.

These aren’t abstract ideas - they directly impact the bottom line.

“When you start with how ingredients are grown, you end up with produce that’s fresher, tastier, and better for you.”

Real Progress, Not Gestures

Butler is clear that the industry needs to move beyond symbolic gestures.

The most impressive operators are those making tangible changes - rethinking supply chains, redesigning buffet formats, and using data to measure impact in real time.

What matters is action.

“Baby steps are better than no steps.”

In many cases, the quickest wins are also the simplest: reducing waste, refining portion sizes, and improving operational flow.

The Challenge of Alignment

If the benefits are clear, why isn’t everyone doing it?

“Alignment,” Butler says.

Owners, chefs, operators and guests often want different things. Bringing those perspectives together requires leadership and clarity, particularly in larger organisations.

There’s also a tendency, especially in luxury environments, to wait for the perfect solution.

But in reality, progress comes from starting.

Where Sustainability Meets Experience

Importantly, sustainability isn’t just operational - it’s experiential.

Farm partnerships, plant-forward menus, zero-waste cocktails - these are not just initiatives, but opportunities to tell stories that resonate with guests.

And guests are paying attention.

They want transparency, detail and evidence - not vague claims.

Hotels that deliver this tend to see stronger engagement, higher spend and increased loyalty.

Make It Cultural

For Butler, the long-term impact comes when sustainability becomes embedded across the entire operation.

Not a checklist. Not a department. But a shared mindset.

“Sustainability works best when it’s collective - when it’s part of the hotel’s DNA.”

Because when the team believes in it, guests feel it.

And when it’s done properly, it doesn’t just reduce impact - it makes the whole business work better.

This article is an extract from our wider report, Hotel F&B Insights 2026. You can download the full guide here.