Review of sustainable business and profitability of eco-friendly hotels in Serbia

Considering contemporary global existence, it is necessary for a so-ciety to function in accordance with the ecological capabilities of its climate and natural environment, and this very attitude forms the so - called understanding and the theorem on sustainable development. The term sustainable development refers to the overall development of society, from the aspect of economic, social, ecological and technological development, harmonized with the quality of the environment and environmental protection. Namely, in order to consider sustainable development in tourism and ecologically responsible business, the paper will examine the ecological activities that hotels carry out while providing accommodation and catering services to guests. It will also examine the criteria included in the Green Key label, on a sample of hotels that do business in Serbia. What is more, in this paper we will present the analysis results of profitability indicators of the analyzed hotels for the business period in 2017 and 2018.