An Efficient Approach for Climate Change

By Steve Kiesner Director of National Accounts, Edison Electric Institute | May 04, 2010

The widening public debate over what the U.S. should do to reduce its carbon dioxide (CO2) and other "greenhouse" gas (GHG) emissions is creating welcomed awareness about how important it is to use energy more efficiently.

Getting the most use out of every therm of natural gas and kilowatt-hour of electricity a home or a business buys can help the country to lower its GHG emissions. And as every successful hotel company knows, it can improve the bottom line as well.

Advanced, energy-efficient technologies are the key for cutting emissions and saving money. With Congress now drafting legislation to reduce the country's GHG emissions, we are urging it to adopt a technology-driven approach that is economy wide and keeps energy affordable, which will benefit both consumers and the nation's competitiveness alike.

We also encourage you to specify energy-efficient technologies whenever you are building, remodeling, or just replacing light bulbs. Besides their cost savings and environmental benefits, energy efficient climate-control, water heating, cooking, and lighting systems will also create a building that is more comfortable and productive for guests and employees alike.

According to the U.S. Department of Energy (DOE), if you incorporate energy- and resource-efficient technologies from the start of a building project, you can earn energy savings up to 50 percent compared to traditional hotel designs. Renovations to existing hotels-replacement of inefficient boilers, lighting, and other systems-can save up to 30 percent on annual energy costs. Even implementing no-cost and low-cost solutions can yield savings up to 10 percent or more.

I encourage you to learn more about the high tech advances in equipment and building design. There are many resources to guide and even reward you, including your electric utility.

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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.