Green thinking no longer niche says hotelier

Hotelier proves  green thinking is no longer niche with launch of responsible hotels online booking platform

Website set to offer travellers unique measurement system to measure carbon savings, as well as affordable distribution channels, communication network for sustainable hoteliers

Marbella-based hotel and responsible tourism experts have joined forces to launch Responsible Hotels, an online booking platform offering a pioneering sustainability-rating system for hotels, which is being launched at World Travel Market in London.

The website offers consumers an online forum with a sustainability-rating for hotel properties based on uniquely-designed ‘Responsible Indicators’ which assess details and efforts by hoteliers to support environmental and social responsibility, in response to and support of the World Tourism Organization (UNWTO) definition of responsible tourism.

At the same time, the website offers independent hoteliers with sustainability credentials a distribution vehicle to reach those consumers, with no charges or sign-up fee to become part of the portfolio.

Jose Luque, visionary and CEO of Responsible Hotels, said that hoteliers cannot ignore the social norm of sustainable thinking as a purchasing factor for consumers.  “Now than ever, travellers need to make informed choices about the hotel they stay at, for both leisure and business travel.

The Responsible Hotels website gives them a more comprehensive information to make that choice’” said Luque.  “Green thinking is no longer niche and Responsible Hotels embraces that.” Luque said World Responsible Tourism Day on November 10, 2010, marked at WTM London, was the appropriate moment to introduce the new website to hoteliers and the wider industry.

The Responsible Hotels Indicators focus on four areas of consideration as part of the measurement system:

• Ecological Footprint: a calculation of a hotel’s ecological footprint, combining the consumption of natural resources, waste production, as well as land use.
• Authenticity: how a hotel provides a cultural experience for its guest through the ambience and environment of the hotel itself, through culinary offerings, cultural information and destination guides.
• Responsible Behaviour: Key factors are considered such as any eco policy, certifications in environmental management, use of local suppliers and organic materials and produce, waste management and renewable energy sourcing, and use of Fair Trade supplier products and ingredients.
• Quality: Delivering a responsible hotel product does not have to mean compromising value, therefore all hotels are rated for their service, facilities, customer satisfaction and value for money.

For hoteliers, the website offers a unique marketing portal and distribution channel to reach travellers specifically looking to make responsible choices based on good social and environmental practices and features of a property. Javier Ortiz Sanchez, managing director of Responsible Hotels says, “This website is a crisis solution for hotels that seek an alternative package to distribution and also to communicate their sustainability programmes without the price tag of a commercial accreditation system. It’s good business sense, and already we’ve had a positive response from a lot of independent hoteliers. We know there’s been a gap in the market for this kind of product.”

Responsible Hotels was established in 2007 by Luque and Joaquin Pineda, an off-shoot of Spanish hotel and property management company, Grupo el Fuerte, with support from an assembled a team of ecological, hotel and information technology experts who have spent more than two years devising the responsible indicator system that will remain unique to Responsible Hotels.

Andalusia-based hotels being featured include Hospes Palacio del Bailio in Cordoba, Hotel San Gil in Seville, and Hotel Fuerte in Marbella, along with global destinations including Morocco, Bali, Thailand, Ireland, Argentina.

Valere Tjolle

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Valere Tjolle is editor of the Sustainable Tourism Report Suite: EXTRA SPECIAL OFFER at: www.travelmole.com/stories/1144671.php