No Plastic Straws? That’s Great But It’s Just Not Good Enough

The hotel industry has been discussing environmentally friendly practices for years, moving from fringe conversations to mainstream expectations.

Some properties continue to greenwash their PR efforts to throw in a few token “plastic straw bans” or “leave towels on the floor” campaigns, but in this age of growing concern over the global climate crisis, savvy travelers demand more from the hotel industry.

 

According to Booking.com’s 2022 annual Sustainable Travel Report, 61 percent of U.S. and 73 percent of global travelers seek environmentally friendly, sustainable choices in all aspects of the travel spectrum, particularly in lodging choices. “Sustainable travel is no longer the ambition of the few but of the many,” the report reads. That’s real data that impact the hotel industry. If your property is behind the curve, it’s time to start digging and deciding on a course of measurable action.

Here’s a simplified roadmap on how to begin…

Customize Sustainability Initiatives

Management should first evaluate their core values and unique characteristics to create a sustainability program that aligns with a hotel’s ethos. This process will help identify the sustainability initiatives that best reflect the hotel’s identity and provide the most significant positive impact. For instance, a hotel focusing on wellness and well-being might incorporate initiatives that promote organic and locally-sourced ingredients in its restaurant and offer wellness programs that educate guests on the importance of physical and mental health while respecting the environment. Similarly, a hotel in a wildlife-rich area could prioritize habitat conservation and support local organizations protecting endangered species.

Collaborate with Local Communities

Another essential aspect of creating a sustainability program that resonates with a hotel’s ethos is collaborating with local communities. By engaging with and supporting the surrounding community, hotels can ensure that their sustainability efforts align with local needs and concerns, creating a mutually beneficial relationship. For example, a hotel in a developing country could partner with local artisans to source unique, handcrafted items for their gift shops, providing economic opportunities for the community while offering guests one-of-a-kind souvenirs. Similarly, a hotel located in a historic district might support restoration projects to preserve the area’s cultural heritage.

Implement Employee Education and Engagement

The success of any sustainability program depends on the active participation of employees. By educating and engaging employees in sustainability efforts, hotels can foster a sense of ownership and commitment among their staff. Hotels should provide training and educational resources to help employees learn about the importance of sustainability and how their actions contribute to the hotel’s overall goals. Actions could include:

• Workshops on reducing energy and water consumption.
• Waste reduction techniques.
• Even volunteer opportunities to support local environmental or community projects.

Develop a Marketing and Communication Plan

To effectively communicate a hotel’s sustainability ethos to guests and stakeholders, hotels should incorporate their unique sustainability narrative into their marketing and communication materials. This approach helps showcase the hotel’s commitment to sustainability and creates an opportunity to connect with like-minded guests. This can be done through various channels, such as social media, the hotel’s website, newsletters, and even in-room materials. Hotels can share stories of their sustainability initiatives, highlight partnerships with local organizations, and showcase their efforts’ positive impact on the environment and local communities.

Of course, implementing a sustainability program requires resources in terms of financial investment and staff time. But the benefits are clear: hotels can reduce their environmental impact and contribute to the well-being of local communities and build brand reputation and attract guests who value sustainability.

Commit to Continuous Improvement and Adaptation

The journey towards sustainability is an ongoing process, and hotels must continually evaluate and adapt their sustainability programs to ensure they remain aligned with their ethos and values. By staying informed about the latest sustainability trends and technologies, hotels can identify new opportunities for improvement and continue to enhance their sustainability efforts. In conclusion, creating a sustainability program that resonates with a hotel’s ethos and values is critical in fostering a sense of authenticity and shared responsibility among guests, employees, and stakeholders. By customizing sustainability initiatives, collaborating with local communities, engaging employees, and effectively communicating their commitment to sustainability, hotels can create a more sustainable and responsible future for the travel industry.

Benchmark Efforts

What gets measured gets managed. Here are a few benchmarking programs engaged in the hospitality sector that help properties to measure their success data:

EarthCheck : This global certification and the benchmarking program helps hotels and tourism businesses measure and improve their environmental, social, and economic sustainability performance. EarthCheck provides detailed assessments, reports, training, and support for sustainable management practices.

Green Key: This international eco-label and certification program recognizes hotels and other tourism businesses for their commitment to sustainable management practices. Green Key provides a comprehensive assessment of sustainability performance and offers guidance and support for improvement.

LEED (Leadership in Energy and Environmental Design): This certification program developed by the U.S. Green Building Council recognizes buildings for their sustainable design, construction, and operations. Hotels can achieve LEED certification by meeting specific sustainability criteria for energy efficiency, water conservation, and indoor air quality.

GSTC (Global Sustainable Tourism Council): This international certification program provides a set of criteria and indicators for sustainable tourism management. Hotels can use the GSTC criteria to evaluate their sustainability performance and to guide their efforts to improve sustainability practices.

Carbon Trust: Their Standard for Hospitality program helps hotels and other hospitality businesses measure, manage, and reduce carbon emissions. The program provides a comprehensive assessment of carbon footprint and sustainability performance and offers guidance and support for improvement.

Weeva Earth:   Weeva was designed by sustainable tourism experts from the ground up, using the latest science to ensure efforts translate into maximum impact. Created by hoteliers and hospitality providers, Weeva offers a particularly relevant perspective.

Using these benchmarking apps and programs, hotels can measure their sustainability performance, identify areas for improvement, and work towards becoming more sustainable and environmentally responsible businesses.

Not Just Sustaining but Regenerating

Regenerative travel is a concept that is gaining momentum in the travel industry, and it represents a significant step beyond traditional sustainability practices. Regenerative travel focuses on minimizing harm to the environment and local communities and actively creating positive impacts that restore and regenerate ecological and cultural systems.

At its core, regenerative travel is about creating a regenerative ecosystem that benefits everyone involved, from guests and employees to local communities and the environment. It’s about recognizing that travel can significantly impact the world and taking responsibility for creating a positive impact.

Regenerative travel involves a holistic approach to sustainability that considers the interconnectedness of all aspects of the travel experience. It’s about not only reducing negative impacts but also actively working to restore and regenerate natural and cultural systems.

For example, a hotel that practices regenerative travel might invest in renewable energy sources, use regenerative agriculture practices to source local food, and engage with local communities to promote economic development and cultural preservation. By doing so, the hotel can positively impact the environment, local communities, and the local economy.

Regenerative travel also involves a focus on education and awareness. It’s about educating guests about the local environment and culture and encouraging them to respect and appreciate these aspects of their travel experience. It’s about creating opportunities for guests to learn and engage with local communities and ecosystems and to leave a positive impact on the places they visit.

A critical aspect of regenerative travel is the concept of net-positive impact. Hotels and other travel businesses strive to create a positive impact beyond minimizing harm. For example, a hotel might aim to restore a degraded ecosystem or create economic opportunities for local communities.

Regenerative Travel is a website and platform dedicated to promoting regenerative travel practices and sustainable tourism. The platform was founded in 2020 to create a community of travelers, hoteliers, and other stakeholders committed to building a more sustainable and positive future for travel.

The platform offers a range of resources and tools for travelers and hoteliers interested in regenerative travel. This includes educational content on sustainable tourism, regenerative practices, and responsible travel. The platform also offers a directory of regenerative hotels and resorts, where travelers can find accommodations committed to sustainable practices and creating a positive impact.

One of the unique features of Regenerative Travel is its Regenerative Travel Impact Index, a rating system that evaluates hotels and resorts on their sustainability and regenerative practices. The index evaluates hotels on various criteria, including their energy usage, water usage, waste management, and social impact. The index provides travelers with a clear and objective way to evaluate the sustainability of hotels and make informed decisions about where to stay.

Sustainable Travel International: Sustainable Travel International is a non-profit organization that promotes sustainable tourism practices worldwide. The organization offers a range of resources for travelers, including sustainable travel guides, destination information, and information on responsible tourism practices.

The Center for Responsible Travel: The Center for Responsible Travel is a non-profit research organization promoting responsible and sustainable tourism practices. The organization offers a range of resources for travelers, including research reports, case studies, and destination information.

The International Ecotourism Society: The International Ecotourism Society is a non-profit organization that promotes responsible and sustainable tourism practices. The organization offers a range of resources for travelers, including sustainable travel guides, ecotourism certification programs, and information on sustainable tourism practices.

In conclusion, creating a sustainability program that resonates with a hotel’s ethos and values is critical in fostering a sense of authenticity and shared responsibility among guests, employees, and stakeholders. By customizing sustainability initiatives, collaborating with local communities, engaging employees, and effectively communicating their commitment to sustainability, hotels can create a more sustainable and responsible future for the travel industry.