The implementation of sustainable practices is a preoccupation to all sectors, particularly in the hotel industry. In fact, with changing mentalities and increased concern for the future and sustainability, hotels are facing a new reality, with more aware and demanding customers. This study aims to understand the importance of sustainable practices in hotels and how sustainability practices are used. A qualitative methodology was used, with semi-structured interviews with 12 hotel managers. The data was analyzed using thematic analysis. The results suggest that hotels are already concerned about sustainability and are implementing more sustainable practices. However, there are obstacles related with the lack of incentives and support for the necessary initial investments. In addition, it was also possible to conclude that online presence plays a central and essential role in attracting customers. However, customers do not prefer a hotel because of the work it does in terms of sustainability, but for the prices it charges. Therefore, the fact that hotels are certified in the national market does not represent a competitive advantage. Finally, this study has made it possible to understand that there has been an increase in the appreciation of sustainability and concern about the impacts of the hotel industry’s activities.