In this article, one of a four-part series on generational marketing in your hotel, we look at the third "hump" of your property's four-humped guest camel - The Generation X (Gen X). A Xer himself, Canadian writer Douglas Coupland has said Generation X is not a chronological age but a way of looking at the world. There may be more truth than fiction in this statement. Defined by diversity, today's 20- and 30-somethings are cynical and skeptical of traditions and institutions (including hotel brands). READ MORE

We are Sasha Cohen, Reggie Bush, the Olsen twins, and the McCaughey septuplets. Born after 1985, we already number 75+ million, and are growing. By 2010, we will be 100+ million strong. And with our numbers, we will become a very powerful economic force as we travel, stay in your hotel, and become members of your loyalty program. Because we were the first generation to grow up immersed in a digital-driven world, we are often called Generation Y (Gen Y), the Net Generation or iGen. But we are also known as Echo Boomers, because we are primarily children of the Baby Boomers. We have even been labeled the Einstein Generation because we are adept at multi-tasking. READ MORE

As executives and decision-makers in global distribution for hotels, we have an obligation to the next generation of professionals to impart our knowledge and experience. By participating in university programs and trade associations, and mentoring young professionals, we can (and should) share our understanding of topics like revenue management, look-to-books, CRS reliability and response, Web site design and content, channel management and career development. Our influence will help develop the best talent to address today's industry challenges, while also helping define and shape the future global distribution landscape for the better. READ MORE

The peaks and valleys of the travel and hospitality industry are inevitable. While there are times you can't meet demand, there are also times that you can't give your product away. But don't take those valleys sitting down, because, there are a number of things you can do to make this time period more profitable for your organization. The low periods may actually offer the great opportunity for financial upside. Read on to learn more about practical strategies that will drive reservations in off- and shoulder-seasons for your organization. READ MORE

The U.S. lodging industry spends close to $4 billion on energy every year, according to the U.S. Environmental Protection Agency (EPA). If hotels could improve their energy performance by an average of 30 percent, the hotel industry would see a savings of approximately $365 per available room night per year for every hotel room in the country. The good news is that there are many simple steps your staff can take to use energy more efficiently. And the great news is that electric utilities can help you. READ MORE

Energy conservation has always made good business sense. Now, with the nation's natural gas prices at or near record levels, it is imperative that hotel executives make sure they are getting the most value they can from every energy dollar. According to the latest data available from the U.S. Energy Information Administration (EIA), the nation's lodging industry annually spends over $5.5 billion for energy. Of that amount, 40 percent is for natural gas. For hotel executives, knowing how a hotel uses energy is the first step toward knowing where to start conserving. Water heating alone, for example, accounts for almost 40 percent of a hotel's total energy cost, and two thirds of its natural gas use. READ MORE

American innovation, science and technology continue to transform the way our country produces and uses energy. During the past 30 years, our nation's economy grew three times faster than its energy consumption. America created more than 55 million jobs. It cut air pollution by 50 percent. The efficient use of energy, through sustained technology development, has played a large role in this progress-we are doing more with less. Looking ahead, continued efficiency gains are part of the reason why the nation's energy intensity, measured as energy use per dollar of gross domestic product (in 2000 dollars), is projected to continue dropping, falling an average of 1.8 percent per year through 2030. As America has become more energy efficient, it has also increased its use of electricity. This trend is expected to continue. Over the next 25 years, the nation's electricity use is projected to grow by nearly 50-percent. READ MORE

America is moving toward a low-carbon future. The shift is unmistakable. A number of states have already passed laws that will limit their emissions of carbon dioxide (CO2) and other greenhouse gases (GHG) in the near future. Congress is now looking at over a dozen bills to reduce the country's GHG emissions, and all three presidential candidates have gone on record to say that they want legislation as well. To reduce the nation's GHG emissions, while keeping the cost of electricity and natural gas affordable, will be a challenge. To help guide the country in achieving both goals, the electric power industry has drafted a set of climate change principles. READ MORE

Last winter's high natural gas prices may make seem like a distant memory now, but you should think about your hotel's energy use as a regular and year-round cost to control, just like all your other variable costs. Every dollar you save on energy will go straight to the bottom line, giving you more resources for use elsewhere. The U.S. lodging industry today spends close to $4 billion on energy every year. If hotels could improve their energy performance by an average of 30 percent, the hotel industry's annual electricity bill savings alone would be nearly $1.5 billion, according to the U.S. Environmental Protection Agency. This would represent a savings of approximately $365 per available room night per year for every hotel room in the country. READ MORE

Customer service. The hotel industry knows how important it is to exceed its customers' expectations every time they check in. For the nation's power industry, the same attitude holds true. Electric companies strive to provide their customers with affordable power every time they flip the switch. Two events in August-the well-publicized blackout and a less publicized environmental ruling-will both have a far-reaching impact on the ability of the power industry to serve its customers. READ MORE

The widening public debate over what the U.S. should do to reduce its carbon dioxide (CO2) and other "greenhouse" gas (GHG) emissions is creating welcomed awareness about how important it is to use energy more efficiently. Getting the most use out of every therm of natural gas and kilowatt-hour of electricity a home or a business buys can help the country to lower its GHG emissions. And as every successful hotel company knows, it can improve the bottom line as well. READ MORE

In working with national lodging chains, I know that improving energy efficiency has long been a focus of the industry. Efforts have included simple measures, such as reminding guests to turn off lights, to more complex efforts, such as installing high-tech energy management systems and innovative heating and cooling systems. These efficiency actions have paid off in greater profitability. Energy typically accounts for three to five percent of a hotel's total operating expenses. The money saved through energy-efficiency has created more money to spend on guest amenities, on staff salary increases, or on other vital areas. What you may not know is that your energy-efficiency actions, and those by other businesses and consumers across the country, are part of the reason why the nation's air quality has been improving. A new report by the U.S. Environmental Protection Agency shows that overall air emissions nationwide have dropped by more than 50 percent since the Clean Air Act was adopted in 1970. READ MORE

The passage of the Energy Independence and Security Act of 2007, signed into law by President Bush last December, will help to improve the nation's energy efficiency. Perhaps its most noteworthy feature is that it will boost the average fuel economy standards for automobiles to 35 miles per gallon by 2020 - the first increase in fuel economy standards for automobiles since they were enacted in 1975. The new energy law will make all energy consumers more energy efficient. The law increases energy efficiency requirements for a wide variety of appliances and equipment. Notably, the new energy law requires that general service incandescent light bulbs use about 20 - 30 percent less electricity by 2014, effectively phasing out the least efficient incandescent light bulbs. READ MORE

The newly signed National Energy Policy Energy Policy Act of 2005 gives the country the foundation for a more secure, reliable and affordable energy future. Importantly for the nation's hotel industry, the new law also presents the potential for greater profitability, thanks to its promotion and support of energy efficiency. READ MORE

A business buzzword at the moment is sustainability-or operating with concern for the planet's natural resources, so that future generations will be able to meet their needs. As interest in sustainability grows, so too does the importance of using energy more efficiently. Getting more use from every dollar you spend on energy will help to lower the nation's greenhouse gas emissions and improve its air quality. It will, of course, also create significant opportunity for saving money. READ MORE