Climate Measures Return Public, Economic Benefits

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

Another environmental issue rising to the top of America's consciousness is the concept of global climate change. Although the debate continues over what the scientific research shows-and to what extent human activity is responsible-many Americans say that global climate change is already happening. Taking a proactive course of action now to limit the "greenhouse gas" emissions that your hotels produce through their energy use could yield similar benefits to your customers and to your bottom line as the campaign to conserve water.

President Urges Voluntary Efforts

Recently, President Bush announced a plan to address climate change that relies on the use of a new metric-greenhouse gas (GHG) intensity (linking emissions to gross domestic product, GDP)-to slow and eventually reverse the growth of GHG emissions. The President's approach relies heavily on voluntary efforts to reduce U.S. GHG intensity by 18 percent by 2012, a goal the administration calls "ambitious but achievable."

Becoming more energy efficient is a logical and effective way for the hotel industry to reduce its greenhouse gas intensity. According to the U.S. Department of Energy, every kilowatt-hour of electricity your company doesn't use prevents 1.34 pounds of CO2 from entering the atmosphere. And, with energy typically accounting for three to five percent of a hotel's total operating expenses, remember that becoming more energy efficient will also help to improve your company's profitability.

Here are just a few quick and easy ways to start taking control over energy use and its costs:

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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.