Hotel Sustainability: Measuring What You Value, Valuing What You Measure
By Rebecca Hawkins Managing Director, Responsible Hospitality Partnership | May 17, 2015
For many hotel businesses, measurement of energy, waste and water is a hit and miss affair. Those businesses that have developed effective procedures to 'hit' the resource measurement button have found that they can use their knowledge of resource consumption patterns to drive impressive cost and environmental savings. Those that have 'missed' have found their organizations mired in targets that cannot be met, staff who are not motivated and customers who are unconvinced by claims of sustainable practice.
There are a growing number of reasons that measurement really matters in the hyper competitive hotel environment. These inevitably include the need to continually review and reduce resource consumption, but they also extend way beyond the short term cost savings and into something that is far more significant to all businesses.
As Edelman demonstrate, measurement and management of environmental impacts can be fundamental to building trust in any brand (and we're not just talking about trust among those who are seeking green businesses but all consumers/stakeholders).
It is also increasingly being associated with great quality and authenticity in hotel environments (those who keep an eye on current trends will be all too well aware that authenticity is the Holy Grail for those hotels who are seeking to stand out from the crowd).
Within the 16 attributes that Edelman define as essential to building trust in a brand, they list 8 that have a broadly 'ethical or sustainable' dimension:
• Treats employees well
• Places customers ahead of profits
• Has ethical business practices
• Has transparent and open business practices (including reporting of results)
• Works to protect and improve the environment
• Addresses society's needs in its everyday business
• Creates programs that positively impact the local community
• Partners with NGOs, Governments and 3rd Parties to address societal needs
Source: Edelman Trust Barometer www.edelman.com
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