Voluntary Actions, Not Mandatory Caps Needed for Climate Change Issue

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

Putting a mandatory cap on the country's CO2 emissions would lead to higher energy bills for you, and it would also most likely put a cap on the economy as a whole, which would slow down your guest traffic as well. While we need to address the climate change issue, McCain/Lieberman and other legislation that imposes mandatory caps on carbon are not the way to do it. There are a variety of other measures, including improving energy efficiency, that can help the country confront the climate issue today. I urge you to tell your senators not to endorse it or any other mandatory climate bills.

The McCain-Lieberman legislation originally came up in 2003. The Senate voted 'no' then. The U.S. House of Representatives has never considered a comparable version of this legislation. Economics are a major reason why.

According to the U.S. Energy Information Administration (EIA), here's what could happen if the McCain/Lieberman bill was passed:

Every business, home, and community should be looking for ways to protect the environment. They should also look for ways to reduce the amount of CO2 they are producing. But these kinds of mandatory caps on CO2 are not the way to do it.

Long term, technological solutions on a global scale will be needed to reduce CO2 emissions. But in the short term, voluntary measures such as using energy more efficiently can have an immediate impact. Importantly, taking steps to improve energy efficiency can benefit the bottom-line as well.

For more advice and assistance in becoming more energy efficient, I encourage you to contact the electric utility or utilities that service your company. The electric utility can often be a great resource in helping you take control over your energy use. The power company will likely have historical data about when your hotel uses energy and how your energy use has grown over the years.

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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.