I am not sure where the green hotelkeeping movement is going. I know hoteliers are committed to doing more to clean up the environment, but just how far are they really willing to go? I keep getting mixed signals. Hotel companies are hiring directors of sustainable development, publicizing their green initiatives, making serious efforts to save energy, offering eco-adventure packages, strengthening their corporate social responsibility messages and much more. At the same time, I hear from architects and designers that there is a resistance among hotel owners and operators to build “green” hotels because evidently it remains somewhat cost prohibitive, they are afraid the aesthetic of a “green” building is not going to be in keeping with their design concepts, and there is simple lack of knowledge about going down the unknown road of developing a green building.

Because HOTELS magazine is committed to providing our readers with greater coverage of this issue today and in the years ahead, we have undertaken several initiatives: First, we recently completed a survey of 235 hoteliers to find out exactly what they are doing and thinking in this area. Full results will be published in our January issue, but let me give you a preview: 51% of respondents said their hotel company had little to no experience in green or sustainable building; 72% said no more than 5% in additional costs would be acceptable for creating a green/sustainable hotel (35% said no more than 2% in additional costs); asked which barriers exist to accepting sustainable design, 58% said significant construction costs, 38% said it is too hard to find a contractor with expertise and 34% said other needs are more important than a green building; 49% said they have not incorporated sustainable/green concepts into recent building or renovation projects; only 52% have designated or appointed a senior member of their staff responsible for environmental management; and 52% have created a staff training and awareness program. What these survey results appear to reveal is that while making some strides, the industry still has a long way to go with environmental initiatives—especially green building.

In addition to our special report in January and a green hotelkeeping channel on our soon-to-be-relaunched Web site, we are hosting a live Webcast on November 7, entitled “Practical Green Hotelkeeping.” I will moderate a panel discussion on current practices and planned future developments with four industry experts, including Michelle White, director of environmental affairs, Fairmont Hotels & Resorts; Patrick Freeman, director of sustainable development for Auberge Hotels & Resorts; Pia Heidenmark-Cook, vice president of responsible business, The Rezidor Hotel Group; and David Jerome, senior vice president of corporate social responsibility, InterContinental Hotels Group. We will talk about developing, building and operating an environmentally friendly hotel or hotel company. We will ask: What programs are realistic today and what are the keys to successful implementation? What will you need to invest and what can you expect in return? Is green hotelkeeping going to become a part of a hotel’s very fabric, or will the latest buzz fade?

The hour-long Webcast will be capped with a live question-and-answer session from the online audience. I encourage you to sign up and participate in this cutting-edge event. To hear what these industry leaders have to say, sign up at www.hotelsmag.com/webcasts. I hope to virtually see you there.