Amid water crises around the world, Starwood Hotels & Resorts announced goals of its new water conservation strategy. According to Starwood, more than half of its current and future properties are in locations experiencing critical water issues. To combat these problems, the company installed low-flow faucets and fixtures; gives guests the option to forgo full housekeeping services; uses on-property filtration systems like Nordaq FRESH to give guests high-quality water while reducing plastic bottle waste; partners with Clean the World to recycle discarded soap and toiletries and distribute them around the world; uses HydroPoint’s smart irrigation system to save about 307 million gallons of water; and teams up with UNICEF to help raise money toward providing clean water and proper sanitation across Africa and the Middle East.

“Some say water is the new oil and, as we execute a global growth strategy, water is not only an environmental consideration, but also a potential business risk that impacts guests, properties and the communities where we operate,” said Ken Siegel, chief administrative officer, general counsel and head of global citizenship, Starwood Hotels & Resorts. “Starwood has to look beyond conservation and leverage innovation and partnerships to limit its environmental impact, support and enhance its local economies, and protect people and the planet, all while delivering an unmatched guest experience.”