In the environmental sustainability (ES) movement, the challenge of modifying human behaviour for effective demand side management of resources has been highlighted. This challenge is peculiar in the Tourism Accommodation Industry (TAI) as managers struggle to balance the need to be sustainable with their objective of providing comfort for their guests. Consequently, the uptake of many sustainability initiatives in the industry is limited. To address this challenge, a solution to foster the uptake of ES practices in establishments in the industry is proposed. This solution is based on the argument put forward by Elizabeth Shove and some of her colleagues, that comfort is largely socially constructed, contradicting the positivist approach which emphasises the biological and psychological nature of comfort. Although Shove does not focus on tourism, her argument is adapted for the TAI context. The solution is targeted at reducing energy consumption from Heating, Ventilation, and Cooling (HVAC) in these TAEs, but with possibility for expansion to water saving initiatives as well.