The call for sustainability is louder than ever, and while the hospitality industry has long talked about greener practices, traditionally the benchmark was low.
But when it comes to hospitality industry trends, sustainability is at the very heart of what travellers say they want from the travel companies they use and the places they stay.
According to hospitality research by Deloitte, a third of travellers are concerned about green travel and seek out green lodging before booking. The same proportion is prepared to pay up to 10 per cent more to stay at a green property. And the World Tourism Organization reported that 73 per cent of travellers plan to stay in hotels that implement sustainable practices.
The benefits of going green
Implementing green policies offers hotels numerous practical benefits, positively impacting guest experiences, local communities, and the hotel's bottom line.
Environmental
Today’s conversation is understandably dominated by the climate crisis and we all have a responsibility to play our part. Even small actions can make a big difference when multiplied over tens or hundreds of rooms and over weeks and months. Installing energy-efficient lighting perhaps, considering low-flow shower heads and toilets to save water, or using eco-friendly cleaning products. Then there are the recycling programmes you can introduce, the single-use plastics you can eliminate and the products you can source locally. With a little imagination, you can make a serious impact.
Financial
Of course, when you implement energy-efficient installations, you are reducing costs and helping boost your hotel’s bottom line. While there is the initial expense, many of these green technologies pay for themselves in record time and over their lifecycle the savings can be impressive. Environmental policies also attract new and repeat eco-conscious guests, adding to the financial rewards of going green. Consider joining official programmes that verify the steps you are taking, such as the World Travel & Tourism Council’s Hotel Sustainability Basics, and make this a key selling point of your hotel. Many travel companies and hotels are working towards B Corp verification or, in the US, applying for the LEED green building certification programme.
Social
As a responsible part of your community, every decision you make has an impact on the people and businesses around you. By collaborating with independent businesses or supporting local farmers, you are helping support their sustainable business models. The power you have to drive change simply by working with your community is impressive, from the business decisions you make through to the clean-ups and educational programmes you can take part in.
Hotels and sustainability by design
The new generation of hotels put sustainability practices at the core of what they do, starting on the drawing board with energy-efficient architecture, through to construction with sustainable materials and integrated renewable or low-energy solutions.
Environmentally conscious resort developers are now incorporating “biophilic” design to make interiors more sustainable by using only natural and recycled materials such as wood with living walls of plants and flowing water under natural lighting
The word “biophilic” is an amalgamation of the ancient Greek words ‘bio’ (life) and ‘philia’ (love), which literally translates as ‘love for life’.
Alpine wellness resort Schloss Elmau is one property already operating at net-zero with a diverse blend of sustainable practices, proving what a difference commitment to sustainability can make. Rather than using climate-damaging air conditioning and fan coil systems, rooms are cooled and ventilated using silent induction technology, which also feeds fresh air to communal areas through a cross-ventilation system. Since May 2022, the resort has been using 100 percent green electricity, with plans to build a PV power plant and heat pumps in future.
Six Senses Svart is the world’s first energy-positive hotel with green initiatives from small things like eliminating single-use and disposable plastic and using biodegradable cleaning products to incorporating passive cooling to energy efficiency into the poetry’s architecture. It also uses electric transport and grows all produce used in the kitchens in local ‘earth labs’.
In Greensboro, North Carolina, the Proximity Hotel puts sustainability at the core of its innovative design. Said to be the first hotel in the country to be awarded the LEED Platinum certification, it features a roof with 100 solar panels and an elevator that captures energy and feeds it back into the system, thereby re-generating electricity.
An eco-friendly paradise in Nicaragua, the TreeCasa Resort was constructed in harmony with its surrounding environment, with every structure built from natural materials such as bamboo, teak, and
palm leaves.
Creative ways to reduce waste
Every department has to deal with waste. And more waste means higher waste management costs. Hotels are finding creative ways to reduce waste and save money.
With the help of artificial intelligence (AI) Iberostar Hotels has saved 735,000 meals in food waste in 48 locations worldwide amounting to an 11 percent decrease in waste weight, saving 1,264 tons of CO2.
IHG Hotels and Resorts saves between three and 11 litres of water per minute at each property with high-efficiency, low-flow aerated shower heads and taps used at all of its resorts. The hotelier tracks all its water management through a data management platform called Green Engage.
Hotels such as The Hilton London Metropole Hotel are teaming up with the Swedish Forest Owners Association (SODRA) to support the drive to reduce textile waste within the UK hotel industry. Staff at the Hilton’s luxury Oxford Street hotel wear uniforms made from organic and recycled materials.
Energy-saving solutions
Hoteliers around the world are under pressure to comply with United Nations carbon-neutral targets by 2030. They’re achieving the net-zero goal by switching to renewable energy sources, installing low-energy lighting and appliances and managing power consumption with artificial intelligence.
Ikos Resorts, which operates in Greece and Spain, boasts carbon-neutral status, being powered from 100 percent renewable sources, one of which is a new photovoltaic plant in Kos Island to provide green energy to the Ikos Aria resort.
New York City’s all-electric Hotel Marcel was the first net-zero hotel in the United States. It operates without dependence on fossil fuels and manages all its operations with sustainable technology. One of its energy-saving innovations was to integrate Power over Ethernet (PoE) technology to power low-energy devices such as LED lighting with occupancy sensors to automatically turn lights on and off.
Hotels aiming for carbon-neutral compliance are leveraging the efficiency of Energy Management Software (EMS) and smart metres to monitor and control energy consumption throughout entire properties. The software can be tailored to meet a hotel’s specific needs and provide practical solutions.
Supporting local economies and cultures
Sustainability for hotels also means being socially responsible by supporting the local communities where they operate, creating symbiotic relationships where both the hotel and the local area thrive. This can include prioritising hiring staff and entertainers locally, or sourcing food from local producers. By promoting local tourism, hotels can boost the area’s economy by showcasing the local culture, architecture, and art scene.
Hotels can create a more inclusive and sustainable environment by engaging in various initiatives to uplift local communities, supporting educational programmes and providing scholarships, or sponsoring community events and infrastructure projects, for example. In Brisbane, Australia, Hotel X Brisbane Fortitude Valley has developed its Youth Xcellence Program to inspire and inform high school students interested in pursuing a career in hospitality. In rural California, the hotel Cuyama Buckhorn offers itself up as a community town hall, providing a space where residents and government officials can discuss topics that are vital for community relations.
Partnering with NGOs, charities and worldwide organisations can also help hotels support their local communities. There are initiatives such as the UN CEO Water Mandate, which aims to reduce stress on water basins that are supporting more than three billion people worldwide. The organisation helps partners achieve sustainable development goals by addressing water scarcity, quality, governance, and sanitation.
Encouraging guests to be part of the change
Inviting guests to get involved in sustainability makes green initiatives integral to the guest experience and helps reinforce your hotel’s commitment to sustainable practices.
It can be as simple as leaving hints and tips for guests. About seven in every 10 hotel guests are proactive in turning off lights and adjusting the room’s air conditioning or heating to help save energy if they are encouraged.
Research by Booking.com on hospitality industry marketing and the importance of promoting hotel sustainability policies found that 41 percent of guests wanted to help reduce their impact on the environment. More than 30 percent said they wanted to have a more locally relevant experience. The same amount said they believed sustainable properties treat the community better.
Spreading the green message
To attract more eco-conscious travellers, hotels have to market their sustainability efforts by incorporating sustainability into their brand identity – educating both teams and guests on green policies.
This can be achieved by integrating sustainability messaging into all communications across all guest touchpoints, from marketing materials to websites and social media platforms. And it doesn’t need to be dull. If you tell the stories behind each action - the inspiration and the impact - you can make these valuable pieces of content that create a connection with potential guests.
The more you raise awareness of your sustainability missions to reduce waste, recycle, use renewable energy sources and encourage others through brand messaging, the quicker word spreads as it resonates with eco-conscious travellers.
Helping hotels build eco-friendly brands
Peregryn is a hotel digital marketing agency working with leading hotel chains around the world, including Ikos Resorts. We’ve helped produce content that inspires around its incredible Green Program, across a variety of touchpoints. We work to provide professional support for marketing and hospitality teams with a combination of cutting-edge SEO strategies and content creation.
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