On this episode of the Sustainable Hotels Podcast, Grace sits down with Professor Xavier Font and Safina Naz from the University of Surrey to explore the art—and science—of sustainability communications. Xavier, one of the world’s leading experts in sustainability marketing, has advised organisations from Booking.com to the UN, helping thousands of businesses not just “do” sustainability, but communicate it with clarity and impact. Safina, a neuro-marketing practitioner and co-author of the Booking.com and Accor report on consumer behaviour, brings sharp insight into what truly resonates with travellers. Together, they unpack greenwashing, green-hushing, and how hotels can build trust through smarter storytelling.