The growing environmental impacts of hospitality raise issues as to how to improve its sustainability. This chapter notes both efficiency and consumer behavior approaches as integral to sustainable consumption, with the emphasis on the latter. Business adoption of sustainability practices is integral to a Social License to Operate. Sustainability marketing and communication struggles with the significant attitude–behavior gap in consumer pro-environment behaviors. Responses to improve behavior include social marketing interventions, normative and injunctive messages, and choice architecture and nudging. However, the chapter concludes that greater emphasis is needed on the socio-technical regime within which individuals and forms are located in order to improve practices. Major research gaps and needs are also identified.