Do Not Sacrifice the Guest Experience Through Water Savings

By Gary Cardono Director of Hospitality Sales, Globe Union Group, Inc. | March 04, 2012

Some fifteen years ago when the hospitality industry was first adopting sustainability practices, water consumption was one of the first – and major – issues to be addressed. Laundry, dishwashing, pools and spas, and heating and cooling systems all contributed to usage numbers… but the largest water consumption culprit in most buildings was in the guestroom bathrooms. Hotels were quick to adopt water-efficient procedures and install water-saving products designed to decrease usage in guestrooms. Unfortunately, the transition to low-flow toilets, faucets and showerheads was not a particularly smooth one. Guests complained that early version low consumption toilets would not flush (a particularly bad experience for a guest) or showers would not generate enough water pressure. As such, hotels were giving away free night stays at an alarming rate, negating any savings realized from making the switch to water-efficient products.

We have come a long way since then. Particularly in the past eight years, there have been significant advancements in fixture technology and design. For example, toilet tanks are now taller and narrower resulting in increased water speed and force of flush. Additionally, low flow toilets utilize a three inch flush valve versus the standard two inch flush valve. This results in water entering the bowl quicker and a stronger flush. In fact, the technology used in commercial plumbing fixtures has advanced to such a level that today's guests have no idea they are actually saving water when brushing their teeth or flushing the toilet. What an ultimate win win for a hotel!

Today it is simply smart business for hotels to install water-efficient fixtures such as low-flow showerheads and low-flow toilets that are up-to-date with high performance technology. Installation of water-conserving products in guest rooms alone can save a property upwards of thirty percent on water bills. In fact, there are eleven different categories of hotels. According to Water Management Inc., (a company offering water efficiency programs) some budget hotels to use as little as twenty gallons of water per occupied room per night whereas resort hotels can use as much as two hundred fifty gallons of water per occupied room. For the higher end hotels, utility costs are often a small portion of the overall operating costs; therefore, it is necessary that any water saving measures must perform the same or better than the measure they are replacing. And please know that choosing the right system for a guest bathroom is oftentimes a shell game – all plumbing products are NOT created equal.

So how can you find the right products that conserve water while preserving the guest experience? First of all, consider studying up on the latest advancements in technology. Learn which manufacturers are leaders in this space and do not forget to ask about manufacturer guarantees/warranties. For instance, a Danze showerhead uses advanced technology similar to a turbine engine (as used in commercial jets) so users have more pressure and power with a reduction in water usage. As well, many manufacturers deploy a specialized ball joint that takes ambient air and places it in the showerhead to increase pressure.

Second, accumulate a basic understanding of the product terminology to make certain that you are in fact, saving water and money. A high efficiency showerhead will not provide a "savings" in the long run if at the same time you are sacrificing performance. Choose a showerhead that is WaterSense® certified…, which means it will deliver water at no more than 2.0 gallons per minute (gpm), at 80 pressure per square inch (psi). All WaterSense products are certified as 20 percent more efficient than traditional non-certified plumbing products. The list of WaterSense products is not limited to just showerheads. A great resource for additional information is the Environmental Protection Agency (EPA) website: http://www.epa.gov/watersense/product_search.html

Third, do a bit of research to become knowledgeable about products that have been proven to provide water savings without sacrificing performance. For example, "pressure assist" toilets are considered among the best performing models for the hospitality industry. These types of toilets offer the most powerful flush and are rated among the best performing for high-traffic areas. The toilets work by compressing air in the storage tank. Once the storage tank is charged, it blows out the toilet water under pressure…, cleaning the bowl better and removing waste more effectively and faster than a gravity fed system. A high-performance toilet featuring pressure assist technology also improves drain line carry, reducing the potential for clogs. In fact, pressure assist toilets, like the Gerber Ultra Flush -- which uses only 1.1 gallons of water per flush (gpf) compared to the industry standard 1.6 gpf toilet can save about 20 percent more water annually with every flush

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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.