Five Important Benefits of Green Certification

By Michelle Millar Assistant Professor Hospitality Management, University of San Francisco | January 29, 2012

Green Certification?

Green certification helps consumers identify green hotels, and the practices they incorporate. A certification program also provides hoteliers the opportunity to have their hotel rated and labeled based on predetermined environmental practices and policies. Ratings will vary depending on the organization selected to certify the hotel. In some instances, the hotel self-reports which environmental practices they participate in and in other instances the certifying organization inspects the hotel. Standards that most certification programs use incorporate those areas of the hotel that relate to energy management, waste management, water use reduction, and education. Although the number of companies that certify appears to be growing, a few of the more well known organizations are Green Seal, Green Globe, Green Key, and the United States Green Building Council's Leadership in Energy and Environmental Design Program.

When traveling today, consumers are presented with a wide range of hotels from which to choose. There are mega-resorts, bed and breakfasts, economy and mid-scale hotels that offer more and more amenities as those of full service hotels, and the increasingly popular lifestyle and boutique hotels of all sizes. The growing supply of so many different types of hotels makes it all the more important for hoteliers to create a product that will stand out and be different from its competitors. Green certification is a tool that hoteliers may use to distinguish themselves from others, and it can be applied to all of the previously mentioned hotel types. It can also be used to increase profits, enhance image, expand marketing opportunities, and provide clarity.

Why seek any sort of green certification?

There are five primary reasons why a lodging company might consider green certification.

1. Increased Profitability

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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.