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Abstract
The article investigates how sustainability strategies impact on the competitiveness and operational efficiency of "Hotel Posada de María". Its objective is to innovate and evaluate these strategies, proposing improvements for project management that combine profitability with long-term sustainable growth. The methodology used is a mixed approach, integrating qualitative and quantitative methods, which allows a better understanding of the family enterprise studied. Responses were collected from 37 guests, which provided insight into their perceptions of the hotel’s sustainable practices. The results show that 92% of respondents consider sustainability to be "very important", which is in line with previous findings on tourists' preference for environmentally responsible hotels. In addition, a positive and significant relationship between sustainability and competitiveness was identified, which reinforces the idea that the implementation of sustainable practices promotes the corporate image of the hotel and improves both its operational efficiency and economic performance. In conclusion, it is emphasized that sustainability strategies are essential for the development of the hotel sector, allowing establishments to differentiate themselves in a demanding market where guests value a genuine environmental commitment.
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