Sustainable Tourism and Hospitality: Changing Business Models and How We Think?
By Robert O'Halloran
Sustainability continues to be in the news and has, as a movement, extended beyond recycling. When we hear the word sustainability, many immediately think of the environment, and so they should. We, as a society, need to protect and nurture our natural environment.
However, sustainability efforts also have commitments to communities and local residents for employment opportunities and quality of life issues. People need to work, and communities need to thrive, supported by their strengths and opportunities. Local businesses also need an opportunity to make a profit and, therefore, provide products and services to both residents and visitors.
A focus on sustainability in a lodging business includes the triple bottom line , which considers environmental, social and economic impacts. For a community, sustainability needs to embrace both “livability and visitation.”
What is Sustainability Today?
To set the stage for this discussion, we can review the multiple definitions of sustainability and what it means to people in general and in terms of hospitality, our leaders and management, our guests and our employees. For many, it is all still about recycling, reusing and reducing, and therefore, the focus is on “green” efforts and initiatives. We value the environment and its preservation and conservation, but sustainability is or should be more inclusive than that.
For example, our colleagues at another institution noted, “In an age marked by increasing concern for environmental conservation and social responsibility, the concept of sustainability is having an impact in many industries. ” Sustainability and its impacts are broader than the concern for the environment. A related example occurred this past year when the university sustainability committee at my own institution proposed that the university could offer “sustainability” course designations. While we supported the concept, our concern was that the focus of sustainability was almost singularly environmental. As will be discussed in the article, sustainability needs to be cognizant of that and more.
The hospitality industry encompasses a wide range of businesses, including hotels, restaurants, resorts and event venues, all of which offer services to travelers, tourists and locals. This industry’s economic and social significance is undeniable , as it contributes significantly to local economies and employment opportunities . Sustainable hospitality refers to the practice of operating hotels, resorts, restaurants, and other hospitality businesses in a way that minimizes their negative impact on the environment, supports local communities, and promotes social responsibility. It involves integrating environmentally-friendly practices, social initiatives, and economic considerations into all aspects of the hospitality industry.
Sustainable hospitality is important because it helps protect the environment, meets guest expectations, provides cost savings, engages with local communities, and ensures the long-term viability of the industry. By embracing sustainability, hospitality businesses can contribute to a more responsible and resilient future. For example, sustainability can contribute to reducing operating costs, enhancing reputation, boosting investment, regulatory compliance, reducing impact on the environment, attracting eco-conscious customers.
Additionally, more than 70% of employees and employment seekers say environmentally sustainable companies are more attractive. Cedric Coy, the head of a&o Hostel’s green team notes on hospitality design.com that “sustainability is not a marketing strategy for us, it’s seen as a [long term] investment.”
The above discussion provides a variety of conceptual and applied definitions for sustainability. These definitions are useful and needed to insure that engaged people have a base of knowledge for what sustainability is and what it should and could be. My recommendation is for hospitality and tourism businesses and their leaders and managers, develop their own applied definitions of sustainable hospitality or sustainable tourism that is familiar with local destinations and its communities, its businesses and its peoples.
As noted above, my own conceptual definition of sustainability revolves around livability and visitation. I backpacked around the world after college and have spent time at beautiful destinations and have had the privilege to experience natural wonders, diverse cultures, man-made wonders and their communities, from bustling cities to small rural towns. This was an era of Fodor’s Guides and Let’s Go publications. Sustainable tourism practices can help to provide access and longevity of the globe’s treasures to everyone as part of their education. The concept of livability and visitation embraces the concepts of sustainability as it relates to carrying capacity, preservation and conservation, which are tied to cultural, heritage, environmental, economic and social attractions.
In 1987, the United Nations Brundtland Commission defined sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” More directly, sustainability as a goal is noted as a means to “create and maintain conditions, under which humans and nature can exist in productive harmony, that permit fulfilling the social, economic, and other requirements of present and future generations.” A sustainable approach is a systems-based and seeks to understand the interactions that exist among environmental, social, and economic pillars in an effort to better understand the consequences of our actions. The United Nations sustainable development goals are discussed below.
United Nations Sustainable Development Goals
To help frame the concept of a broad definition and application of sustainability across the globe, it can be helpful to consider the United Nations Sustainable Development Goals (note there are seventeen ). They are listed below with comments (italics) related to sustainable hospitality and tourism.
No Poverty, Zero Hunger, Good Health and Well-Being, and Quality Education
These are straightforward goals for the world and extend beyond hospitality and tourism. People should be entitled to live, feed and support their families everywhere. They also should have the opportunity to experience their own destinations. People can learn from travel and learn from meeting visitors coming to their countries. People, who can best support themselves can also enhance the act of hospitality and welcoming the world. What did Mark Twain say? “Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime.”
Gender Equality
This is a topic that is long overdue. I will note that our student body in hospitality management and leadership are predominantly young women (70% approximately) and are securing good entry-level manager employment in hospitality and tourism.
Clean Water and Sanitation
Clean and heathy water is something we don’t think about in this country until we don’t have it. Think about the water issues cited in Flint, Michigan with the aging of infrastructure and more recently a similar news story in Atlanta . Just a few years ago, I attended a conference in Washington, D.C. that was having water issues, and I had water availability only for set times during the day. Another experience was at a camp in the Amazon Rain Forest, where water was portioned out for short periods of time. In the rainforest, it seems to be part of the adventure, but imagine living that way. Think about travel where you are told “Don’t Drink the Water.” That does not support a good tourism visitation image. Woody Allen even wrote a play about it. Clean water and a sanitary environment are vital for travel. I will also note that there are many places that get their water from wells, globally and even in the United States. On a personal note, my wife and I own a home that has a well as its water source and recently had its water lines cut. We were without a water source for months. I can only imagine if that is a way of life.
Affordable and Clean Energy
We continually hear about energy beyond fossil fuels. Wind power, solar energy etc. are front and center for affordable and clean energy. For example, a student project assigned in ECU professor, Dr. Cynthia Deale’s global classroom tourism course created a short video and in this case, focused on affordable and clean energy. The project stressed the awareness of the sustainability of affordable and clean energy and allowed our students to learn the value of sustainability from a broader and different perspective. Communities and their residents need to have reliable source(s) of energy to sustain a good quality of life and their global connectivity.
Decent Work and Economic Growth
As we see across the hospitality and tourism industry, everyone is hiring. We consistently hear we cannot find anyone to work. I do not believe that, but I do believe we need to create better and living wage positions. Tourism and the related hospitality infrastructure can create jobs, but this effort needs to be done to sustain a workforce that serves a community and its residents. Hospitality and tourism jobs have a reputation for being low-end positions paying minimum wage and often part-time. To create a sustainable work force, we need to focus on workforce management and career pathways.
Industry, Innovation and Infrastructure
A key part of sustainability is that businesses need to be able to make a profit. We need to protect and support all the pillars of sustainability. We cannot allow any and all development, but we cannot be so restrictive for development as to prevent a honest project for a business.
Reduced Inequalities
This obviously refers to reducing inequalities among and between all nations. We have a lot of work to do!
Sustainable Cities and Communities
The creation of sustainable cities and communities requires the acceptance and engagement of the communities and their leaders of sustainability principles. For example, our efforts for student projects and focus on regional transformation does focus on sustainability.
Responsible Consumption and Production
For example, the production and consumption of local and sustainable food products supports the agriculture industry. . Also the use of reuseable and or recyclable bottles and packing is becoming much more mainstream.
Climate Action
Climate!, Climate! Climate!. This on the surface seems to be a no-brainer. Water patterns are changing, and the earth is getting warmer. What we need to be aware of is how we can minimize our carbon footprints and preserve and conserve our environment.
Life Below Water
What are we doing to our oceans, seas, rivers, lakes, etc.? What are we doing about pollution? I can remember growing up near a river that ran through our town I was in the fourth grade, and I remember this well: we wrote to the municipal authority responsible for the river quality and received a letter back thanking us for our interest, but nothing happened. I also remember a laundry being on the river and visibly dumping waste into the river, polluting the water and killing fish and animals in the process. It also meant no recreational fishing and or swimming. A lot has improved, but there is a long way to go.
Life on Land
This is a more formal description; it basically is essential for vegetation, animal life and human life This is a lot to protect and restore: terrestrial ecosystems, sustainably-managed forests, combat desertification, and halt and reverse land degradation to stop biodiversity loss. We have heard about the loss of the Amazon rain forest due to development and therefore the loss of an essential part of clean air systems for humans, other mammals, birds, insects etc.
Peace, Justice and Strong Institutions
This is a clear component of good and just societies. As we know, it is easier said than done
Partnerships for The Goals
No one can accomplish these things alone. The partnerships needed will be inclusive of governments, the private sectors in our case hospitality and tourism organizations and societies as a whole.
Partnerships for sustainable development goals can include focused efforts like those evidenced in the Kingdom of Bhutan and their efforts for Gross National Happiness.
Gross National Happiness
Drilling down from the U.N. sustainable development goals, the next level of application is evidenced by some countries adopting Gross National Happiness (GNH) as a metric. The phrase ‘gross national happiness’ was first coined by the 4th King of Bhutan, King Jigme Singye Wangchuck, in the late 1970s, “Gross National Happiness is more important than Gross Domestic Product.” The concept implies that sustainable development should take a holistic approach towards notions of progress and give equal importance to non-economic aspects of well-being and happiness. Review the GNH measures illustrate living standards, psychological well-being, health, time use, education, cultural diversity and resilience, good governance, community vitality, and ecological diversity and resilience; they are reflective of different aspects of the United Nations goals for sustainable development.
Based on a review of both the United Nations goals and the GNH measures, one can argue that these are reflective on a global level for the adoption and engaging of sustainability for environmental concerns, community standards and living conditions and promotion and positioning of what could be cutting-edge business practices. These practices will be good for the environment, its community and both its residents and visitors and enable an honest profit for hospitality businesses.
Sustainability for Hotels and Hospitality Businesses
Sustainability for the lodging sector and the greater hospitality and tourism industry is constantly in the news. One can also see sustainability-related discussions for meetings and events, golf tournaments and tourism destinations across the globe. For example, the future of lodging will likely be tied to sustainable design and construction . These tactics will be inclusive of recycled materials, optimizing energy efficiency and incorporating natural lighting and ventilation. Another visible illustration of sustainability is the use of locally sourced foods. In addition to the regional support for local farmers, the supply chain efforts also reduce the carbon footprint. Hotel operators are adopting automated energy management systems , like real-time monitoring and dashboarding, combined heating, power, and cogeneration systems that capture and reuse excess heat, and AI-based HVAC, as well as renewable energy sources. Additionally, lodging properties are utilizing zero-waste initiatives, and water conservation applications .
It is noted that all lodging properties are different and sustainability applications should be assessed individually. Sustainability applications need to take into consideration the age of a lodging property. Developers need to plan for both new build and renovations and conversions. Additionally, planning needs to be based on location and climate, the size of the property, configuration i.e., ratio of guestrooms to public space and also assess the indoor to outdoor space, structural footprint and roofing space. Finally, planners need to identify the availability of incentives from local, regional, or national government, in the form of tax credits and subsidies. As always, planning for the application of sustainable measures and their impact return on investment.
Many lodging companies, brands and or independents have sustainable programs, and it is worth the time to benchmark for yourself comparable operations, their successes and challenges. For example, the Hersha Hospitality Trust, which owns 48 upscale hotels, has instituted sustainability initiatives. Some of these include smart thermostat technology, recycling options, locally sourced foods and products and free access to bicycles that allows guests to both get around and explore the new area while reducing their carbon footprints.
Just Get Started
It is hard to believe that all hotels have not embraced sustainability practices. However, there is some hesitancy for owners and operators that needs to be assessed. These potential roadblocks can include initial costs, technological barriers, lack of data, general resistance to change and a limited awareness and education of sustainability.
Fredericks in a Cvent article shared some options for sustainability applications. Some of these ideas included creating a Green Team, adopting recycle and reuse options, adapting your recruitment and training processes, and making them sustainable, and focusing on efficiency (waste reduction) across the board. These operational areas could include transportation, automation of conservations efforts, energy, water etc. For the lodging space itself, planners and designers new to consider outfitting room space, using sustainable furniture, fixture and equipment (FFE). For outdoor space think natural and indigenous plantings and utilize shade. Also consider your purchasing processes and their sustainability. There are obviously many areas that could be added to this list but remember that you need to audit and assess your sustainability decisions for return on investment (ROI) and continued improvement.
Sustainable Education
It is also important to provide educational opportunities for employees and guests and communities to understand and appreciate sustainability and its benefits. These educational opportunities and resources can be rooted in schools, universities, individual businesses and hospitality trade associations. Many hospitality university programs include sustainability in their curriculums. These are not necessarily sustainability courses but integrating the concepts of sustainability throughout curriculums and attaching the concepts to business decision models.
One way to start this journey is to benchmark lodging and hospitality companies that are engaged in sustainability practices. The following are some examples and links of brands, hotel companies and individual hotels that are immersed in the sustainability process. These companies are noted from a google search that responded, “from sources across the web.”
- Hyatt , Inn by the Sea
- Accor
- Marriott
- Six Senses Hotels Resorts Spas
Additionally, individual Hotel Sustainability Benchmarks are shared below.
3. Outrigger Waikiki Beachcomber Hotel
5. London House Chicago, Curio Collection by Hilton
6. Hotel Lucia
7. Avania Inn of Santa Barbara
8. Shore Hotel
9. Lago Mar Beach Resort & Club
10. Cambria Hotel Downtown Asheville
11. Atlantis Casino Resort Spa
Embracing sustainability and its environmental, social and economic impacts can begin with recognition of the U.N. Sustainable Development goals, and review of the concepts of GNH and, more specifically, the needs of the lodging and greater hospitality industry. My recommendation is to do your research, always collect data and sustainability metrics and get started one step at a time. The integration of sound business techniques with sustainability practices can yield long-term business success and an optimal balance of community “livability and visitation.”
