Bringing Hotel Owners Together to Establish Sustainability

By Grace Kang Managing Partner, Greenview | February 12, 2017

It's that time of year when everyone is working hard towards their ambitious new year's resolutions. Here's one more I would like to recommend hotel owners and operators to put on their list. Join the Hotel Owners for Tomorrow (HOT) coalition to help advance sustainability for the hotel community. HOT is a no-cost initiative, bringing hotel owners, hotel brands, management companies, industry bodies, and other supporters in hotel development to build awareness and get the important discussion of sustainability started among the hotel community.

HOT launched at the Hotel Investment Conference Asia Pacific (HICAP) in Hong Kong in October 2016. Asia Pacific was selected as the first region to pilot the launch as it has the biggest pipeline of hotels, yet hotel owners in the region are less plugged in to the sustainability conversation. Launch partners included AKARYN Hotel Group, Horwath HTL Asia Pacific, Hyatt Hotels Corporation, ITC Hotels, the International Tourism Partnership, Kokotel, Marriott International, Meritus Hotels & Resorts, Nikoi Island, PATA, Six Senses Hotels Resorts Spas, Swire Properties, TAJ Hotels Resorts and Palaces and Wyndham Worldwide. Since the launch, more continue to join and HOT is expecting to grow significantly in years to come.

The HOT coalition is unique because it addresses sustainability for the hotel owners. As technology advances, owners hold the key to the ultimate long-term environmental performance of the asset. Especially at the early stages of hotel planning and development, hotel owners can incorporate sustainability to avoid future costs of regulation and identify opportunities for increased ROI on investments. The coalition provides a platform for owners to discuss and evaluate sustainability in investment decisions but also to examine opportunities to increase efficiency or implement new technologies to improve buildings that are not very efficient. Thus, hotel owners can make a difference by incorporating sustainability into both their investment decisions and asset management, use their influence to help build a better future, and raise awareness for others to follow. The coalition is also designed to provide recognition for their achievements in advancing sustainability.

The HOT Coalition is Simple – Commit to Five Actions to Raise Awareness and Spread Best Practices:

1. Incorporate Sustainability From the Beginning of Investment Decisions

The decisions made for a hotel built today will determine its footprint for the next 20 years. Numerous opportunities exist to incorporate renewable energy, efficient equipment and technology, and take advantage of funding models to maximize the return on your investment. More and more risks are emerging that will affect site selection, such as water stress, weather patterns, an regulatory issues. The more you discuss sustainability issues with everyone in the development and acquisition process, the more opportunities you will find and the better your due diligence will become.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Roberta Nedry
Marco Albarran
Michael Koethner
Paul van Meerendonk
Scott Morrison
Boaz Ashbel
Nigel Lobo
Tina Stehle
Doug Luciani
Leora Halpern Lanz
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.