Rooted in Sustainable Responsibility: How Rove Hotels Is Redefining Hospitality in the Middle East
In a region rich with tradition yet ripe for transformation, Rove Hotels is crafting a new hospitality narrative, one that blends environmental stewardship with cultural consciousness.
Through its purposeful partnership with Greener Food, a non-profit spearheading plant-based and sustainable reform across the Middle East and North Africa, Rove is not simply adjusting practices, it’s challenging conventions.
From composting and energy-saving systems to culturally attuned food waste initiatives, Rove is becoming a sanctuary for eco-living wrapped in warm hospitality.
This isn’t just a shift in operations. It’s a moral pivot, one that speaks to a growing movement across the region: where wellness meets ethics, and comfort meets conscience.
Collaboration Rooted in Purpose
Greener Food recently presented Rove Hotels with their Bronze Award Certification for sustainability, with the group already well on their way to achieving Silver. This milestone reflects an ongoing collaboration, where our team has been available for support while Spencer Black has championed menu diversification, making dining more inclusive and environmentally conscious. Between January and July, year-on-year figures show a nearly 300% increase in sustainable dishes served, marking a significant leap toward Rove’s vision for responsible hospitality.
Sustainability in Action
Rove is redefining eco-conscious hospitality. From composting 100% of food waste and turning “ugly” produce into gourmet dishes, to ditching 2 million plastic bottles a year, sustainability is built into every stay. Solar power, smart energy systems, and water-saving innovations keep operations green, while vegan menus, recycled uniforms, and EV chargers make conscious living easy for guests. Every initiative pushes forward the UN Sustainable Development Goals, proving that great hospitality can be kind to the planet.
Advocacy Through Action
For Greener Food, this partnership is part of a larger mission: helping establishments embrace health-conscious, low-impact operations that uplift both people and planet. Their culturally attuned messaging supports plant-based transitions where resistance might be rooted in tradition, building bridges rather than barriers.
A Greener Welcome Awaits
When sustainability is woven into the very fabric of a guest experience, from compost bins and bamboo key cards to rescued ugly produce and solar-heated showers, the message is clear: hospitality can do more than comfort the traveler. It can renew the earth, reframe tradition, and inspire ethical change.
Rove Hotels and Greener Food have offered the region a new blueprint, one rooted in empathy, innovation, and bold collective action. And for every guest who checks in, they’re not just stepping into a room. They’re stepping into a revolution.