The major hotel brands no longer own many hotels, they operate them using a variety of agreements: managed, franchised, or licensed. Operation has been increasingly separated from ownership creating a major challenge for sustainability. There is little incentive for the developer to build a sustainable hotel when they are not going to operate it and neither is the person they sell the hotel to. Retrofitting, the process of adding new technology or features to the hotel after it has been built, is expensive. Hotels being built now will still be operating in 2050, by which time climate change will have created a much more difficult operating environment and something we need to address now.