Make the "G" and the "E" in the Green Stand for "Guest Experience"
By Rob Rush CEO, LRA Worldwide | August 07, 2010
As the definition of "green" intersects with "sustainable" and both mature in the marketplace, and it becomes abundantly clear that a "green" hotel needn't detract from the guest experience, it will behoove hospitality professionals to a) Get on the bus, as sustainable practices will be a required "cost of entry" practice in the future, not a marketing initiative; and b) Figure out how "green" can actually enhance the guest experience.
To be perfectly honest, it should not be too difficult. As both business and leisure travelers increasing look to their lodging accommodations as a provider of mental, physical and financial well-being, the sustainable hospitality movement is well-positioned to enhance the guest experience on all three fronts.
A few cases in point on how "green" can make hotel guests healthy, wealthy and wise (yes - as a Philadelphian, I am duty-bound to paraphrase Ben Franklin):
A few years ago, the hotel industry collectively woke up (potentially after a poor night's sleep) and recognized that a good night's sleep might be meaningful to a hotel guest. (Imagine that!) Led into the breach by the Westin Heavenly Bed, a slew of branded sleep products and experiences flooded the market at all price points. A brand's apparent concern about the quality of your sleep was an appealing promise and its ability to actually deliver quality sleep crucial to future lodging decisions.
The next frontier in the concept of "a good night's sleep" has particular relevance to green practices and perhaps even greater potential - air quality. As a recent article in HR Management posits,
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