How skipping housekeeping can plant a forest, with Floris Licht
February 11, 2026
Hotels have spent years trying to convince guests to skip daily cleaning through towel reuse signs, drink vouchers or loyalty points. Having run large city hotels, Floris Licht saw firsthand how none of those ever worked. He ended up founding Hotels for Trees, a non-profit that turns skipped room cleans into forests. One skipped clean – one tree planted, with over 800 thousand trees planted so far. Floris joins Matt to explain how Hotels for Trees fits into hotel operations, from door hangers to the digital guest journey with Mews.
Hotels have spent years trying to convince guests to skip daily cleaning through towel reuse signs, drink vouchers or loyalty points. Having run large city hotels, Floris Licht saw firsthand how none of those ever worked. He ended up founding Hotels for Trees, a non-profit that turns skipped room cleans into forests. One skipped clean – one tree planted, with over 800 thousand trees planted so far. Floris joins Matt to explain how Hotels for Trees fits into hotel operations, from door hangers to the digital guest journey with Mews.
Floris Licht is an experienced hotel GM who has run large city hotels and founded Hotels for Trees, helping hotels turn skipped room cleans into trees.
Floris Licht is an experienced hotel GM who has run large city hotels and founded Hotels for Trees, helping hotels turn skipped room cleans into trees.
Learn more about the podcast here: https://hubs.ly/Q0350wrf0
#hoteltech #hospitalitypodcast #mews #hotelmanagementsystem #pms #hotelrevenue
0:00 – The concept of Hotels for Trees
3:04 – The benefits of skipping housekeeping
5:17 – How Hotels for Trees developed
7:59 – Hospitality and sustainability
11:36 – What the data says about guest behavior
14:59 – Hotels for Trees and Mews
18:32 – Future plans and market expansion
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