The majority of hoteliers plan to undertake significant sustainability initiatives over the next year, according to a survey by the Irish Hotels Federation.
It found that 87% of its members are planning sustainability investments, with a view to cutting waste, emissions and costs.
"Each property [plans to invest] in the region of €160,000," said Michael Magner, president of the Irish Hotels Federation. "Which would involve areas such as retrofitting... a lot of our members are looking at renewable energy, and other efficiency reduction measures such as LED lighting."
The survey was conducted ahead of a sustainability conference in Dublin today, which was co-organised by the IHF and Fáilte Ireland.
It forms part of Fáilte Ireland's 'Climate Action Programme' initiative, which is designed to help the tourism sector hit its climate targets.
And Mr Magner said sustainability remained a priority for the sector despite - and in some ways because of - the other pressures it currently faces.
"What we've learned is that sustainability can drive innovation, boost efficiency and enhance competitiveness and then overall be better for the environment," he said. "Food waste reduction is a big priority for our sector... along with the elimination of single use plastic within our properties and water conservation
"And at a time when infrastructure for electric cars is growing, we need to be part of that as well."
Research from Fáilte Ireland indicates that 75% of global travellers plan to travel more sustainably in the next year which - given Ireland's reliance on aviation - poses a particular challenge for businesses here.
Mr Magner said the key was to try to make up for those emissions by reducing the sector's footprint in other ways.
"We're an open economy, we rely on tourism, over 5m visitors to Ireland this year," he said. "By investing in sustainable practices it ensures we offset those challenges faced by our country and indeed the global challenges we have."