Five New Must-have Green Trends

By Roger G. Hill Chief Executive Officer & Chairman, The Gettys Group Inc. | December 25, 2011

Today's world finds a growing trend with hospitality designers to commit to, and educate themselves as LEED® (Leadership in Energy and Environmental Design) Accredited Professionals. As leaders in the industry, sustainable design practices are becoming common place in pursuing Green Design; creating value, reducing risk and solving problems for their clients as each of them become aware of their social and environmental responsibility. The collective goal is to promote the well being and business success through a comprehensive and collaborative approach, generating distinctive style and driving long term investment returns. The ultimate aspiration of green design is for each project and development site to reasonably sustain itself while neither depleting nor contaminating natural resources or their environmental footprint while striving to give back to the community by providing local support. In pursuit of these goals the expectation is to be seamless execution with the maximum rewards.

Globally, the hospitality industry is at the threshold of an amazing opportunity; breaking ground by offering owners and consumers more environmentally sensitive hotel and resort options while truly maintaining brand identity. The time has come for developers, owners and property managers to implement responsible sustainable practices in managing and measuring performances. These options, vary whether renovation or new construction and are dependent on what region of the globe, are being implemented and provided at a substantially lower cost than the original perception; a nominal 5%-10% increase in initial investment. With demand comes supply!

The new trends for green design reflect the ongoing challenges being addressed by architects, designers, engineers, developers and hoteliers alike throughout the hospitality and lodging industries.

  • We must have green design as the norm NOT the exception; sustainability is no longer just an option but it is fast becoming the standard for which buildings are designed.

    With the increase of green-educated owners, clients, guests and communities, an escalated level of consciousness is expected from all design professionals. This holds true for all development types resulting in overall cost savings during construction, operations and ultimately the life span of the project. The crowning goal is an increasing awareness and conservation of the environment.

  • We must have biomimicry; the use of nature as a guide and mentor to advance design.

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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.