Nine Areas Where Hotels Can Green Up

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

With oil prices recently hitting an all time high of $100 a barrel, business leaders have never been more motivated to optimize their energy use. Thanks to market forces, going green now makes good business sense.

And there's no better industry to make the business case for going green than hospitality. The hotel industry spends nearly $5 billion annually on energy. Much of that is wasted on empty rooms, inefficient equipment, and poor energy management practices. That's the bad news.

The good news is there are ample opportunities for hoteliers to cut energy consumption and costs, without adversely affecting the comfort of guests. Better still, improving hotel efficiency isn't hard to do and delivers a fast return on investment.

With that in mind, here are some basic, yet effective demand-side initiatives to lower hotel operating costs. Some of these ideas apply to existing buildings; some are for those still on the drawing board. All will have a measurable impact on the bottom line.

Once done, the greening of your hotels can be used as a marketing tool to win more consumers' hearts and dollars.

Lighting Up

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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.