What LEED 2012 Will Mean For Hospitality

By Trish Donnally Public Relations Manager, Perkins Eastman | February 05, 2012

Editor notes: Trish Donnally was Director of Public Relations for ForrestPerkins for seven years before becoming Regional PR Director for Gensler in 2017.

With hotel executives discussing the newest updates to the Leadership in Energy and Environmental Design rating systems, LEED 2012, due to be released in November of this year by the U.S. Green Building Council (USGBC), many are asking what this will mean to the hospitality industry.

LEED, a third party certification program with nationally recognized benchmarks developed by the USGBC, provides the now familiar Certified, Silver, Gold and Platinum level certifications. What's compelling about LEED certification, at this point, is that there are enough studies that have proven that buildings with a LEED designation enjoy a significant lease-up premium, reduce the impact on the environment, offer occupants a better environment and cost less to operate.

"We've all been patiently waiting for standards that are more usable by the hospitality industry and that effort was started in 2007," says Pamela Parsons, AIA, ASID, LEED®AP, vice president of ForrestPerkins. "The downturn in the economy in 2008 caused volunteers, brands and hotel owners to take a two- or three-year pause to focus on other more pressing matters. Now that the industry is reviving, there is renewed focus on the hospitality standards."

"The hospitality business is gaining traction, occupancy is coming back. We're starting to see numbers like we used to see in 2008. It's coming back slowly," says Randy Gaines, vice president of engineering, housekeeping, laundry operations for the Americas at Hilton Worldwide.

An Opportunity for Leadership

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Michael McCartan
Didi Lutz
JoAnne Kruse
Paul van Meerendonk
Peter Goldmann
Mark Ricketts
Steve Van
Roberta Nedry
Sara Fedele
Kevin Batters
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.