This study analyzed sustainable initiatives of Forbes five-star hotels in Tokyo. The hotels adopted different Sustainable Development Goals (SDGs) initiatives to attract guests and improve their reputation targeting SDGs 3(good health and well-being),11(sustainable cities and communities),12(responsible production and consumption), and 13(climate action). Various sustainable initiatives have been implemented by luxury hotels like promoting wellness, preserving tradition and culture, supporting local communities, sustainable and luxury dinner, and reducing plastics and adopting NORDAQ. Five-star hotels in Japan contribute to behavioral change of guests who are interested in sustainability by encouraging them to participate in various events and stay plans. Sustainable events do not demand the huge investment and do not always entail renewing the facilities of the hotels. Furthermore, sustainable initiatives would energize the brand equities of hotels and attract media and potential guests. These initiatives can be used in the hospitality industry worldwide to achieve sustainable goals and economic growth.