Helping Your Hotel Green Your Community

By Rani Bhattacharyya Community Economics Extension Educator , University of Minnesota Extension- Center for Community Vitality | October 16, 2011

With the growing demand in the hospitality market for sincere and transparent reporting of environmental commitments being made by service providers, it would be wise for managers and property owners to consider and benefit from the monitoring and reporting efforts being made by your local city, county and state officials. When you consider participating in one of these government managed programs it's important to keep in mind that they have been developed from a need to aggregate data not only for internal forecasting and development, but also to provide more visibility of these sustainability efforts to prospective visitors and businesses.

In his book titled Rise of the Creative Class, Richard Florida puts it succinctly by stating that: creative professionals are knowledge-based workers and include those working in healthcare, business and finance, the legal sector, and education. They "draw on complex bodies of knowledge to solve specific problems" using higher degrees of education to do so (2002). He also goes onto explain that these creative professionals choose to re-locate, live and work in communities where there is a proven balance between diverse modes of living, recreation and access to hi-tech technology. With these recommendations in mind, many community leaders have taken up the responsibility to show how sustainable and balanced their communities really are. Green business programs are the key to making this happen.

Community Benchmarking Programs

With SustainLane's benchmarking efforts in 2005 of the fifty most populated U.S. cities, local government officials had their first taste of how their community planning and developmental efforts could be evaluated externally for performance using environmental and economic impact metrics. Since then, many officials have undertaken the task to identify means by which they can help to report on their communities continuing improvements. These self reporting projects range from Green Maps (developed by community members to highlight environmental, cultural and social destinations within their cities) all the way up to the International Council for Local Environmental Initiatives' (ICLEI) new STAR Community Index program. ICLEI's program once adopted by a community helps officials develop sustainability goals and then benchmark and measure these goals using their patented Clean Air and Climate Protection software. What is important to note in these programs is the concerted effort being made by local government agencies to develop metrics by which they can measure and monitor the sustainable development of their communities.

In reaching out to local companies, green business programs are helping to incentivize this monitoring and evaluation process within the private sector. Some of these programs offer marketing packages, while others have teamed up with local utilities providers to provide discounted services to retro –fit or conduct environmental audits at existing properties. Other programs also offer expedited permitting processes, or subsides for participating in environmental recognition programs like Green Seal, USGBC, or EPA's facility EnergyStar program. The incentive package that is put together by each community varies with the needs of their resident businesses, departmental administrative capacity, and willingness to partner with other agencies that have overlapping jurisdictions.

Green businesses in general, can support cities in achieving major environmental and economic objectives by helping to:

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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.