How Hotel Management Companies Identify & Implement Eco-Friendly Practices

By Tim Foley Vice President of Operations, Spire Hospitality | May 20, 2018

With green practices such as towel and linen reuse and recycling vestibules available in guestrooms considered point-of-entry for the environmentally-conscious traveler of today, Spire Hospitality often explores and encourages ways our properties can go well beyond the expected to decrease our environmental footprint while controlling costs through sustainable practices.

According to a March 2015 Cornell Hospitality Report, Environmental Sustainability in the Hospitality Industry, "…certain sustainability practices could be considered nearly universal in the lodging industry, based on a study of 100 resorts in the United States. Among the common green practices are water conserving fixtures and linen-reuse programs… The study finds an increased willingness (of guests) to participate when hotels offer incentives, such as loyalty program points, for participating in environmental programs."

In today's travel environment, hotels and brands are expected to obligate ourselves to be socially responsible, and a management company overseeing a multitude of different brands has the opportunity to operate in such a manner. Managing a number of different branded properties challenges the Spire Hospitality leadership team to identify fitting programs which can be embraced across all brand flags, while showcasing a natural cost-savings benefit in addition to allowing each of our properties to be good stewards of our earth and their respective communities.

Annual management conferences and awards programs allow us to bring leadership teams together to share best green practices and recognize those properties going above-and-beyond in the environmental impact sector. Many years ago, Spire Hospitality adopted a number of corporate pillars to speak to our stewardship for both the earth and the communities in which our hotels call home. The impact of a few, focused initiatives has been significant and measurable, allowing us to showcase quantifiably significant results of implementing simple programs at multiple properties.

Three simple ways for management companies to 'Manage Green' include:

1. Think Beyond Renovating Green

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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.