Safina Naz

I led a cutting-edge sustainable marketing project for the Accor Group of Hotels, one of the world’s leading hospitality brands. By leveraging innovative theoretical frameworks, we rigorously tested marketing messages in a state-of-the-art neuromarketing lab, employing eye-tracking, GSR, and facial analysis to capture authentic customer reactions. These findings were further explored through in-depth interviews, providing a rich understanding of consumer behaviour. My research delivered actionable insights, offering tailored recommendations to enhance Accor’s sustainable marketing and CSR communication strategies, ultimately guiding customers to feel more engaged and motivated to adopt sustainable behaviours without compromising their overall experience.

Building on the findings from my two studies on sustainability communication for the Accor Group of Hotels, a global leader in hospitality, I collaborated with Booking.com to create a white paper for the industry. This paper integrates my research insights and practical recommendations to help hotels strengthen their sustainability initiatives, aligning them with evolving customer expectations and demands. The goal is to not only improve the customer experience but also foster collaboration across the industry to support meaningful and lasting sustainable practices.