Water Conservation: New and Proven Ways to Save Money and Resources

By Gary Cardono Director of Hospitality Sales, Globe Union Group, Inc. | October 16, 2011

Water conservation is an important practice to adopt in today's uneasy economy as it is a cost control and a way to enhance efficiency for a hotel property. In an industry that thrives on recreating the home experience away from home, hotels have much to gain by employing water conservation practices. Guests enjoy unwinding from a long business day in a warm shower and relaxing by a pool surrounded by beautiful landscapes. But these amenities can result in significant water costs for a hotel. Fortunately in today's energy efficient world, there are effective ways to decrease water consumption that will result in significant cost savings.

First, it is important to find out where your hotel(s) stands right now. Look at your current average water consumption by averaging the last three to four months of water bills, and compare it to other similar properties in the area. Usage varies depending on size of hotel and location, but most studies indicate hotels use between about 100 to 200 gallons of fresh water per occupied guestroom per day. This averages out to about 36,500 to 73,000 gallons of water per room per year. Higher than average water consumption may indicate a problem with your plumbing. Routine inspections should be conducted of all the plumbing in your hotel to ensure that leaks, faulty valves, and out dated equipment are not costing you unnecessary water loss. If a pipe springs a leak, the situation can get out of control rather quickly resulting in large repair bills. A leak such as a slow constant drip from a bathroom faucet can lose more than 40 gallons per day of water. This is an unbelievable waste of a valuable resource and think of the cost. Most hotel properties have leaks on a small scale so it is a good idea to check monthly or at least every other month for leaks. Adopt a detailed accounting procedure so the hotel operator can make informed judgments about the ways to better manage the costs of water usage.

Next you should examine your hotel's practices when it comes to water use. Laundry and cleaning can consume a great deal of water, so make sure you are getting the most out of each drop. Many hotels ask their guests to reuse their bathroom towels and bed linens during their stay and have seen a positive response to such programs. This is a simple way to save a lot of energy and water. Hotels should examine their cleaning practices and ensure that unnecessary water is not being wasted. Housekeeping staff should be attentive to their water usage. Some properties even offer financial incentives for staff members that adopt water reduction goals. Hotel restaurants should also be carefully evaluated. Water use in food preparation and cleaning can be excessive so it is important to educate staff on best practices when it comes to water conservation in the kitchen. Installing low-flow fixtures or those with automatic shut offs have already resulted in significant water savings for many dining centers.

One of the largest water consumption points in a hotel is in the guest bathrooms. Toilets, showers and sinks account for a large portion of the water bill. At one point in time, low-flow plumbing fixtures used to mean decreased water pressure and unhappy guests, which was a nightmare for hotel owners. But with the advancement of technology - which has come a long way since then - and the introduction of today's low-flow plumbing fixtures, products now deliver exceptional performance while still saving water. The EPA developed the WaterSense program to make it easier to find these water saving products. All the products carrying the Water Sense label must meet several requirements including at least twenty percent less water usage than the average product in the category and performance that is equal to or exceeds the average product in the category.

The EPA has certified many lines of shower heads, faucets, toilets, and urinals that all meet these requirements for water reduction. Water Sense labeled faucets reduce water use by at least thirty percent and shower heads use at least twenty percent less water. Toilet flushing constitutes thirty to forty percent of domestic water consumption, and for the hospitality industry, this translates to an even greater potential for cost savings and water reduction. Toilets certified by the EPA use twenty percent less water per flush. Some of the new urinals use half as much water as their predecessors.

In a single family home, the EPA has estimated that Water Sense products can save the average family of four 6,800 gallons of water a year. Imagine how much water an entire hotel can save.

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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.