Many organizations delegate the HR department to manage their corporate social responsibility (CSR) initiatives, and sustainability is an incremental component of such efforts. However, an organization's sustainability efforts go beyond building a strong employment brand for current and prospective employees. It also affects a company's bottom line.
Hotels, for example, ensure guests continue to choose their property amongst the rest by providing great customer experiences, high-quality services, and a comfortable stay. Recently, another factor affecting travelers' hotel choice and perception of a hotel brand is on the rise in importance: sustainability. Sustainability is becoming a core focus as it has grown to be a make-or-break for brand images and reputations as their environmental impact comes to light. This brings in the question: How can hotels remain a strong competitor when adapting to the growing importance of sustainability practices within the industry?
Sustainability is positive for hotels and their image when they have taken proper responsibility for their prior malpractices (if applicable) and vow to incorporate better practices for a better impact. By recognizing the positive efforts of sustainability and implementing those efforts, hotels can truly thrive and attract clients. Practices such as water conservation, waste initiatives, bettering energy efficiency, and proper sourcing can assist in not only bettering how the hotel is perceived by guests but also help minimize their cost, carbon footprint, and environmental impact.
Water Conservation
Through the implementation of this practice, there is a strengthening appeal to the hotel that environmentally-aware guests would have. In terms of how it would benefit the hotel, there would be a drastic change in the utility cost. Many hotels have implemented this practice and reused water for the landscape around the property. Water conservation is important; it is the greatest resource we need and is often misused by all. As hotels try to minimize water consumption, they align their goals with those of their guests.
Waste Initiatives
Recycling programs are just one of many initiatives hotels can take to address waste management. It is important to note that now more than ever, recycling is of enormous value for guests as it allows them to feel as though they are playing a role in minimizing their own carbon footprint and that of the hotels. Waste management programs speak volumes about a company's values, and many hotels could easily opt out of paying the extra money for recycling collection. Hotels directly show their commitment to mindful practices even when it comes down to a small detail of the overall operation, such as waste.
Energy Efficiency
Many hotels offer air-conditioning rooms, heated pools, and other amenities that consume a great deal of energy. One proactive approach is to switch to efficient lighting systems and renewable energy sources. By implementing solar power, hotels can cut operational costs and carbon footprints. This reflects positively on their guests and the hotel's brand image, showing that the hotel is conscious of the current state of the climate and is making efforts to conserve energy.
Proper Sourcing
Sourcing locally is crucial to the eye of eco-conscious guests; it shows that the hotel cares about supporting their local economy more than just finding the best item at the lowest price. This course of action can improve the guest experience as items in the hotel shop, and restaurants would be sustainable, local, and often organic. Guests look for and appreciate responsibly sourced items at hotels, sometimes even for a little bit lower-quality products. Local sourcing can help hotels minimize their environmental impact with less carbon emission. The cost of transportation is also much lower when items are sourced locally compared to far-out companies that contribute to a large amount of carbon emission.
Sustainability is not a trend but an expectation
Brand identities are no longer just what service and room quality are; now more than ever, the importance of a company's true environmental values is what influences its foot traffic. By having sustainability as a core consistent focus for the hotel, they can continue attracting a wide range of guests who are conscious of safe environmental practices while reducing their operation costs. With the initiatives above, hotels can show that they are proactively taking steps towards bettering the hospitality industry’s carbon footprint. Nowadays, sustainable practices cannot simply stay at the level of nice benefits; instead, they should be expected in the hospitality industry.
What challenges could hotels face in their implementation of sustainable practices? How might the hospitality industry’s commitment to sustainability affect their relationship with their local community and guest satisfaction?
Chelsie Vasquez Salazar is a third-year transfer student at the Collin College of Hospitality Management at Cal Poly Pomona. Chelsie is committed to consuming the most knowledge she can within her two years in the Collins program before graduating. With 4 years of experience in the hospitality industry, she looks forward to spending many more years immersed in the industry. Chelsie wishes to reach an executive or director position in the hotel and events industry in the future. Before that, she aspires to gain experience in different positions in the field that will help her reach those goals.
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