New Administration, New World for Going Green

By Jim Poad Director of Client Solutions, Advantage IQ | August 03, 2010

In January, the United States inaugurated its forty-fourth commander in chief and ushered in what's largely considered to be a landmark administration. President Barack Obama, Vice President Joe Biden and their cabinet, have promised sweeping policy changes in several areas.

Among the list of Obama's priority issues are the economy, healthcare, foreign policy, and of course energy and the environment as global climate change is one of the fastest growing points of anxiety for America. His plans to address global climate change caused by carbon emissions have been intensely analyzed by policy makers and the media.

For business operators who have launched green initiatives or incorporated them into their 2009 budget, it is important to consider how changing energy policy could potentially affect plans to go green. In general, the proposed policies will make green initiatives more of a financial priority for businesses. At the same time, more businesses will be able to meet newly set emission standards with access to cheaper green energy and efficiency technologies.

Proposed Energy Policy and Effects

The proposed energy plan features two key plans of action with the potential to dramatically affect the way American businesses consume energy: A $150 billion investment in clean energy and energy efficient technology over the next ten years, as well as a plan to implement an economy-wide cap-and-trade program to reduce greenhouse gas emissions.

"Show Me the Money" An infusion of $15 billion a year, while not enough to solve the environmental crisis at hand, is a solid start. This much needed investment will drive innovation in renewable energy and clean, efficient technology.

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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.