Conrad New York Downtown's Water Filtration System — Photo by Hilton

The term "sustainability" has continued to evolve and is a crucial factor in the hospitality experience. Starting, of course, with the guest, who's environmental concerns are typically part of all of their buying decisions; this is a massive growing segment of opportunity for environmentally conscious travelers.

The guests' evolving consumer preferences also impacts how we manage sustainability in the hotel industry. On the hotel's heart of house, it affects operational practices, how we deliver guest experiences, and overall business strategy. Sustainability can represent and impact a hotel's brand reputation, and serve as a key differentiator from its competitors.

Guests who travel with sustainability at the forefront are actively asking us questions relating to what efforts have we implemented as a hotel or company. They are curious to know what we have weaved into our accommodations, food and beverage outlets, and more. Hotels that can demonstrate a commitment to sustainability often are successful with turning these guests into repeat visitors, which of course helps retain and gain market share and positive reviews.

There are a number of things to consider when thinking about how sustainability is impacting the hotel industry, and what you, as a leader in hospitality, can do about it.

Implementation

A huge element of sustainability is the reduction of the overall carbon footprint. Most hotels are rushing to implement sustainable practices to reduce their own environmental impact, but fastest is not always best. Rolling out and implementing these tactics in a maintainable way is important, as you do not want to introduce something that cannot be executed well over the life of the project.

(l) Conrad New York Downtown’s Partnership with Retold Recycling - (r) Conrad New York Downtown’s Sustainable Reusable Tote — Photo by Hilton(l) Conrad New York Downtown’s Partnership with Retold Recycling - (r) Conrad New York Downtown’s Sustainable Reusable Tote — Photo by Hilton
(l) Conrad New York Downtown’s Partnership with Retold Recycling - (r) Conrad New York Downtown’s Sustainable Reusable Tote — Photo by Hilton
  • Think through all the possible risks and how you can continue to be operationally effective.
  • Make sure to include all key operational leaders and champions of change.
  • A slower, more strategic roll out may be best.
  • Do not take on too much at the same time.

Reducing the Carbon Footprint

There are many ways in which hotels can reduce their own carbon footprint. Making conscious decisions and selecting initiatives that make sense for your property are best. I do not recommend trying everything; make selections on items or products that will be impactful and align with your brand and guests. Some items to consider include:

  • Energy-efficient lighting that can be installed to reduce the hotel's overall electricity consumption; this can be motion censored so the lights are on and energy is consumed when there is someone physically in that space.
  • Appliances can be altered, monitored or adjusted to implement water conservation measures.
  • Waste reduction strategies can be deployed by collaborating with waste management partners.

Long Term Impacts

Sustainable practices can lead to long-term cost savings for hotels. Energy-efficient technologies reduce utility bills, while waste reduction initiatives can lower disposal costs. Investing in sustainability can be cost prohibitive at the onset but do have benefits over time. Savvy ownership groups see the return and are more eager to invest in existing or new projects.

  • Governments around the world are placing new regulations to reduce environmental impact, such as waste management requirements.
  • Hotels, just like other industries, have to comply with these regulations, and will benefit if they proactively adopt these sustainable practices prior to financial penalties etc.

Community Impact

Hotels are pillars in their communities and drive a lot of positive impact in the area in where they reside. Hotels can impact their community, both positively and negatively, but we, of course, want to focus on the benefits we can bring. When you are engaging with local communities, sustainability is always a great item to consider. I like to start with impact, and identify where the hotel can make an effective impact.

  • Items to consider, can include bringing your team out in to the community and engaging in environmental initiatives. Examples of this include: beach clean-up get-togethers, tree planting events, and wildlife conservation projects (such as building birdhouses).
  • Partnerships are another key area where hotels can impact the community's sustainability. Make sure your hotel's values align with the partner and consider working with local conservation organizations, non-profits, or community organizations. These partnerships can provide valuable insights into the local environmental needs, help coordinate activities, and increase the impact of your efforts.
  • Hotels also need to drive the "S" in ESG by connecting and supporting organizations such as food banks, schools and shelters, that help establish a position of leadership.

Supply Chain

Hotel companies and ownership groups are placing greater emphasis on sustainability, not only within their operations but throughout their entire supply chain. This strategic shift is driven by a growing awareness of the environmental, social, and economic impacts of the hotel. One thing I recommend is to rigorously evaluate your suppliers to ensure that their practices align with broader sustainability goals, their products are produced responsible and offerings align with the overall hotel goals. This involves several key areas of focus including:

Local Sourcing

  • Reducing Carbon Footprint: By sourcing goods and services locally, hotels can significantly reduce transportation emissions associated with long-distance supply chains. This not only helps in lowering the carbon footprint of the hotel's operations but also supports local economies and communities.
  • Fresh and Organic Products: Local sourcing often means access to fresher, potentially organic products, especially in the case of food supplies. This not only enhances the guest experience through quality but also aligns with environmental sustainability practices by supporting organic farming methods that are generally more eco-friendly.
  • Fair Trade and Ethical Sourcing: Hotels are increasingly ensuring that their suppliers engage in fair labor practices. This includes fair wages, safe working conditions, and avoiding child or forced labor. By selecting suppliers that adhere to these principles, hotels contribute to social sustainability and ethical business practices.
  • Certifications and Standards: Many hotels now look for suppliers who have certifications from recognized global standards such as Fair Trade, Rainforest Alliance, or B Corp, which indicate compliance with ethical labor and sustainable production practices.

Energy Sources

Many hotel companies have announced their plans to invest or have already invested in renewable energy sources such as solar panels or purchasing renewable energy credits to power their operations.

  • Solar Energy Investments - investing in solar panels is a direct approach taken by hotels to generate their own clean energy. By installing solar panels on rooftops, parking areas, or adjacent land, hotels can significantly reduce their reliance on fossil fuels and decrease their energy costs over time. Solar energy provides a sustainable power source that can be used for heating water, lighting, and powering electrical appliances throughout the hotel. This not only contributes to a significant reduction in greenhouse gas emissions but also positions the hotel as a leader in environmental stewardship, enhancing its appeal to eco-conscious travelers.
  • Purchasing Renewable Energy Credits - for hotels where installing solar panels may not be feasible due to location, climate, or structural limitations, purchasing renewable energy credits offers an alternative way to support renewable energy projects. This is also provides a way for hotels to contribute to the growth of renewable energy sectors without having to make substantial investments in infrastructure.

Certifications

In the hospitality industry, sustainability has transitioned from a niche concern to a central strategy for attracting guests and ensuring long-term operational efficiency. This shift is underscored by the adoption of various sustainability certifications and standards designed to measure and improve environmental performance across the sector. Among these, LEED (Leadership in Energy and Environmental Design), Forbes Sustainable standards, and Green Key stand out as prominent benchmarks for hotels committed to environmental stewardship.

  • LEED Certification - LEED is one of the most widely recognized green building certification programs worldwide, administered by the U.S. Green Building Council (USGBC). It provides a framework for efficient and cost-saving green buildings, with certification levels ranging from Certified, Silver, Gold, to Platinum. Hotels achieving LEED certification demonstrate their building's sustainability by meeting stringent criteria across energy use, water efficiency, CO2 emissions reduction, improved indoor environmental quality, and stewardship of resources and sensitivity to their impacts.
  • Forbes Sustainable Standards - This standard is gaining traction as a rigorous benchmark that evaluates hotels on their sustainable practices and contributions to environmental conservation. This standard assesses hotels based on their operational efficiency, sustainable procurement practices, and the extent to which they incorporate sustainability into their guest experiences. Achieving this recognition signals to guests and stakeholders alike that a hotel is leading the way in responsible tourism and operations.
  • Green Key Certification - Green Key is a leading standard of excellence in the field of environmental responsibility and sustainable operation within the tourism industry. This eco-label represents a commitment to adopting sustainable practices in daily operations. Hotels with Green Key certification have successfully demonstrated their dedication to conserving resources, reducing their carbon footprint, and enhancing environmental awareness among their staff and guests.

Sustainability in the hotel industry has become a pivotal factor influencing every aspect of hotel operations and guest experiences. As environmental awareness continues to rise among consumers, their purchasing decisions are increasingly guided by a preference for environmentally conscious travel options. This growing segment of eco-aware travelers is not only influencing how hotels approach sustainability but also shaping their operational practices, guest experiences, and overall business strategies. Hotels are now evaluated on their sustainability efforts, ranging from their carbon footprint reduction measures to their investment in renewable energy sources and ethical supply chain management. These initiatives not only serve to enhance a hotel's brand reputation but also position it as a competitive player in the industry.

Moreover, the implementation of sustainable practices, while challenging, presents an opportunity for hotels to demonstrate their commitment to environmental stewardship. Whether it's through energy-efficient lighting, water conservation measures, or waste reduction strategies, hotels are adopting a variety of approaches to minimize their environmental impact. In doing so, they not only cater to the demands of eco-conscious guests but also realize long-term cost savings and compliance with evolving regulatory requirements. Community engagement and the pursuit of sustainability certifications further underline a hotel's dedication to environmental responsibility, attracting guests who value sustainability, and cementing the hotel's role as a positive force in the community.

This holistic approach to sustainability, encompassing everything from local sourcing and ethical labor practices to renewable energy investments and sustainability certifications, underscores the hotel industry's commitment to a greener, more sustainable future. As hotels continue to navigate the complexities of implementing sustainable practices to enhance the hospitality environment, their efforts are not only reshaping the industry but also contributing to a more sustainable world, one guest experience at a time.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.