An Overview of Environmental Innovations in Five Hospitality Areas

By Arthur Weissman President and CEO, Green Seal, Inc. | April 22, 2012

With all the greening tools and programs that are now available, both property managers and guests are having a harder time discriminating what is really environmentally preferable. To help remedy this, an important principle to consider is: how significant is an activity in reducing the environmental impacts of my property and service? If the reduction is minimal, you might want to look at your operations a little more deeply in some of the areas we present in this article. For each operational aspect listed, we've tried to highlight some of the current trends and tools that are available that are easy to implement, as well as a few that might take a bit more effort. Starting small and working towards achieving the more complex will make your property and services not only more environmentally responsible, but also more efficient, reliable, and enjoyable for clients as well. Is there anything better for your property and brand than that?

The five main aspects of hospitality management where lodging managers and executives can significantly reduce a property's environmental impact include: facility operations, purchasing, housekeeping, food services, and staff engagement and outreach. Through adopting environmentally responsible practices in these operative areas, a hotel chain or property can measurably reduce its impact on human health and the environment.

Facility operations, while one of the broadest aspects of hospitality management, is also one of the more common areas wherein property and chain managers are focusing their efforts. Environmental initiatives to track energy and water efficiency, ensure preventative equipment maintenance plans are implemented, and to divert all or part of the waste stream towards recycling or re-use programs are the most common and easily implemented aspects of facility operations that a hotel chain or property can adopt without a huge expense. Energy, water, and waste diversion can be tracked by hand or by using many of the facility management software platforms currently available. These data can also be used to define environmental goals for a company's environmental team and are frequently used when a hotel chooses to report on its environmental impact to customers. While not an initial cost, facility upgrades are also popular, but often have a greater environmental impact when planned for after the tracking initiatives, preventative maintenance, and waster diversion programs are already implemented.

Environmentally preferable purchasing can also affect a broad range of hospitality operations. By localizing your supply chains, paying attention to the ingredients that make up the products and services you use, and by selecting vendors that use minimal packaging or provide take-back programs for larger packaging, you can help reduce the environmental impact of your properties from transporting goods and services. Sourcing locally can also benefit your operation by increasing the positive local publicity of your facilities and by making your customers' experiences more memorable by incorporating local flavor into their visit. When comparing products and services, you should pay attention to claims made on their labels or literature, the products' expected durability, and potential hazards to air, soil, and water quality when used or if used incorrectly. By purchasing products that are certified by a reputable third-party organization such as Green Seal, you can reduce your property's(ies') environmental footprint while creating a healthier environment for your guests. Purchasing products with minimal packaging (or partnering with a supplier who provides container take-back services) also reduces the amount of time and labor of your staff in processing the extra material. Reducing this clutter can also make back-of-the-house areas safer and healthier for your staff.

In the area of housekeeping, you should try to develop environmentally responsible goals that cover the guest room amenities and maintenance, laundering services, and common area cleaning policies and procedures. It's important that efficient procedures for each of these internal services be documented, read, and frequently reviewed by your staff. Popular and easily adoptable initiatives can include:

  • pre-programmed temperature settings for cleaning and laundering equipment,
  • proper use of dilution control systems for amenities as well as cleaning solutions, and
  • monitoring consumption of amenities and cleaning products. .
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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.