Going Green To Be Seen
By Larry Mogelonsky President & Founder, LMA Communications | September 22, 2013
Going green is all the rage these days. It's a benchmark we use to categorize modern, chic hotels and brands we want to identify with. And for good reason: upgrading your property to meet the ever-widening list of energy efficiency and resource conscious standards is a very noble pursuit – one that hopefully will be in vogue to perpetuity. These enhancements can take nearly any form, from simple or small to creative or omnipresent, and I commend you for improving your hotel(s) to help curb the rising energy demands and save our delicate ecosystems.
But let's take a step back and analyze why we are engaging in these pursuits and allocating precious dollars to this 'responsible tourism' movement. Whatever actions you take, the motivations fall into three broad categories:
- Adopting eco-friendly practices saves big on operational costs in the long run.
- Marketing a brand as eco-friendly generates greater customer appeal and empathy.
- You are a naturally altruistic manager or owner.
Even though I choose to believe that the third case pertains to almost every hotelier active today – and most people on the planet for that matter – the fact remains that money pervades all decisions. This naturally leaves us with the first two choices as the underlying stimuli for green enhancements to your property.
Rest assured, if upgrading to more efficient processes didn't yielding generous savings, there would be little to none of the widespread adoption like we are experiencing today – no recycling programs, no low wattage light bulbs, no adherence to LEED. As sad as this reality is, someone somewhere has to justify dollars spent on these green refurbishments when the same money could be reallocated towards other worthwhile expenditures.
Luckily this is not the case. Investing in energy efficiency or sustainable development is beneficial for both the property's fiscal state and the community at large. If you are still skeptical, contact your local (or global) environmental consultant. You'll be astounded by the long-term savings from going green.
Consider the Marketing Side
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