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HOTELS 10 REASONS THAT THEY WIN IN THE SUSTAINABLE TOURISM STAKES
Wednesday, 28 Feb, 2010
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From ‘Sustainable Tourism Winners and Losers’ excerpted from the 2010 Sustainable Tourism Report:
1 Be a pioneer of sustainable tourism for many years
One of the 90’s institutions, the International Tourism Partnership and its ‘Green Hotelier’ has been much more successful than many others – effectively getting all the major up market hotel brands involved in green issues and understanding the concepts.
2 They are committed to bringing sustainable tourism into the mainstream
For instance IHG is the world’s biggest hotelier by numbers of rooms – operating Holiday Inns and Intercontinental Hotels amongst its many other brands – it is currently rolling out its new on-line system called ‘Green Engage’, which will help hotel general managers manage energy consumption more effectively. Early trials have shown potential energy savings of up to 25%.
3 They have been brave, fearless and committed
Where are the sustainability issues with big, luxury hoteliers like Six Senses, Banyantree and AndBeyond – right there on the front page – and for a number of years since the time that sustainability was less fashionable and less ‘Comme il faut’ than now. These hotel operators took big gambles with their businesses on the basis that it was a sensible thing to do – against the general flow – and it’s paid off.
4 They have ensured buy-in at all levels
A number of hoteliers, recognizing the opportunities, have made sustainability a core issue (such as Scandic Hotels and Rezidor) – indeed currently there are a number of specific brands either newly created, or quite young, that have been created with elements of sustainability in mind – for instance Starwood’s Element Hotels and the independent Apex Hotels. All of these companies have major sustainable training programmes to roll out the message to their staff and beyond.
5 They make a big deal of it
Generally speaking, the well-marketed, leading hotels of the industry have been leaders in all forms of sustainability, partly, of course because of the long term economic payback and because of the marketing differential offered. But it is true to say that it is in this segment of the industry there is more awareness of both the values and promotional opportunities than in the industry in general.
6 They all get it
Maybe it’s about time and involvement, but more and more, the whole industry does appear to understand the sustainable tourism message. If only at its base, from an economic perspective, well managed hotels certainly recognize, understand and take advantage of the sustainable advantages on offer.
7 They educate and inform
Hotels have a unique opportunity – to educate their guests. The first (and most boring!) example was the towel in the room. The towel is provided by the hotel and, after use, the guest may choose to have it washed and dried and replaced, or not. The cost of this process (in both environmental and cash terms) can be avoided if the guest chooses to re-use the towel. The hotel therefore has an incentive to inform the guest and to make it possible to easily avoid the environmental and (the hotel’s) cash implications. This is simple, effective and replicable on other activities too. Education, information, effective communication became profitable.
8 They are not afraid to showcase
A key issue for big global hoteliers is that very few of them own many hotels. All the big brands are actually brands, labels, not hotels. Their most important client, the one without whom the party can’t begin at all, is the hotel investor. Rich companies and individuals who are successful in investing their money are totally aware of the value of sustainability – after all it is economic sustainability that has kept them in business. That is the major reason why the big hotel groups showcase their sustainability credentials – because it’s very, very good for business. Recently Hilton trumpeted a $40m gain from green issues, IHG rolled out Green Engage. It’s simply good for business.
9 They foster independent organizations
ITP – the International Tourism Partnership (which publishes Green Hotelier amongst a number of other green initiatives) is supported by almost all of the major global hoteliers, in particular by its founder members AMEX, Four Seasons, Marriott, Hilton, IHG and Starwood.
10 They understand the social and economic benefits
The key issue is understanding what benefits tourism can deliver, and exactly how to reap them. Sustainable tourism is not, as many think, a worthy, laudable and altruistic activity – it is simply the process of delivering equitable and sustainable benefits (economic, social, environmental) to the tourism-providing destination. ITP says: “they have the capacity to help promote economic and social development and to protect the environment. This approach ensures the sustainability of natural resources, and educated workforce, development that enhances their surroundings and responsible supply chain management.”
Excerpted from the Sustainable Tourism Report 2010
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