Hotels could market advanced water filtration systems as a visible and marketable room feature to appeal to the growing wellness-minded crowd, or to command a higher nightly rate. The increasing focus on environmental, social and governance (ESG) policies among governments and corporations will mean that hotels have to upgrade their water management systems and eliminate single-use plastics. This presents opportunities to create marketable brand features in the hotel industry, as people increasingly become aware of the hidden dangers in water supplies, including hormone or endocrine disruptors. There is a growing awareness of the negative health effects that long-term exposure to substances like heavy metals, pesticides, herbicides, bisphenols, etc have on the body, leading to mood disorders, chronic inflammation, obesity and low testosterone levels. Hotels could deploy advanced filtration systems within guestrooms, enhancing the dining experience by offering bottled filtered still or sparkling water, sourcing high-end suppliers that use hard plastic or aluminum, and rethinking the oft-staid minibar amenity. A branded souvenir metal refillable water bottle could also be an option. Wellness-driven guests increasingly seek health-boosting amenities, making a wellness room category a possibility, featuring vitamin C shower filters, reverse osmosis taps with refillable aluminum bottles, smart lighting, HEPA air filters, and exercise equipment. Governments are ramping up bylaws to address environmental concerns, making sustainability a marketing tool to garner the advocacy of eco-conscious customers and drive rates. Innovations are happening in the water industry, with the latest being the use of deuterium-depleted water, which may improve health by removing D2O to create purified DDW or ‘light water’ that can optimize protein folding and boost energy levels.