How Sustainability Wins Repeat Business
By Don Shindle General Manager, Westin Verasa Napa | May 10, 2015
Sustainability enables us to live in the present without compromising the ability of future generations to meet their needs. Ecological concerns, such as water resource management and energy efficiencies and living a greener lifestyle continue to be top of mind for businesses and consumers. Customer loyalty and repeat business is integral to any business. A majority of hotel properties have implemented sustainability programs to reduce water, greenhouse gas emissions, waste and energy used in daily operations.
Adopting a sustainability program attracts more environmentally-conscious guests, as well as saving properties both resources and money. Whether the commitment is driven by cost savings or principles, both the hotel industry and consumers have become increasingly aware that protecting the environment is a necessity. Hotel properties that have placed a heavier focus on sustainability have gained a competitive edge because of increased brand reputation.
The commitment to our environment has made sustainability the only way of doing business because it's simply the right thing to do. Hotel guests today are more informed and more likely to be concerned about environmental issues such as recycling, as well as making greener lifestyle choices, including eating primarily organic foods or driving fuel-efficient/electric vehicles. For customers who are not as eco-conscious, adopting a sustainable program creates a positive change that will influence their behavior and encourage them to live a more "sustainable" and greener lifestyle.
Eco-Conscious Guests Choose Sustainability
Although many guests make their decision to stay at a hotel property based on location, amenities and service,– more and more guests are basing their choices based on a property's commitment to sustainability. Guests want to stay with hotels that share their world view. With this shift in consumer attitudes, a hotel's implementation of environmental initiatives will play a key role in a guest's choice of property and eventually their return business.
The Westin Verasa Napa has instituted planet-friendly practices that go beyond "green," while also promoting cultural sustainability and environmental responsibility. Along with the Starwood Hotels family, at The Westin Verasa Napa, we focus on the following five areas of sustainability: