Taking the Energy Star Challenge

By Steve Kiesner Director of National Accounts, Edison Electric Institute | October 28, 2008

You know that getting more value from your energy dollar is always important. The lodging industry spends over $5.5 billion per year on energy. That is a lot room for potential savings. And greater profitability. The need to improve your electric energy efficiency is especially important.

Electricity is an amazing energy source, and demand for it today is at record levels. Looking ahead 25 years, the nation's population is anticipated to grow by 23 percent. The country's GDP is projected to double in that time. And both events lead experts to predict that electricity use will grow 40 percent by 2030.

One way that hotels can improve their overall energy efficiency is by taking the ENERGY STAR Challenge (www.energystar.gov/index.cfm?c=challenge.bus_challenge). The Challenge is a national call-to-action to improve the energy efficiency of America's commercial and industrial buildings by 10 percent or more. Buildings use $200 billion worth of electricity and natural gas each year.

The energy used by commercial and industrial buildings in the U.S. is responsible for nearly 50 percent of our national emissions of greenhouse gases. If the energy efficiency of U.S. Buildings improved by 10 percent, Americans would save about $20 billion and reduce greenhouse gases equal to the emissions from about 30 million vehicles.

ENERGY STAR connects you with a broad range of tools and resources to help you implement a successful energy management strategy. Including tools for Energy Management Guidance, Assess Building Energy Efficiency Improve Building Performance. As you may know, your electric utility is a good source for information and assistance to help you get started. Your account representative will likely have historical data about your energy use. The local electric can also help you with answers about electric utility incentive programs, discount electricity rates, energy-efficient equipment, or any other energy-related question.

When you take the Challenge, you are encouraged to:

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.