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Your Guests Speak Out On Going Green
October 12, 2007

Ahead of our upcoming “Practical Green Hotelkeeping” Webcast on November 7, I thought I’d share a key consumer insight with you.

While we hear from the hotel brands and hotelier community that the industry is committed to going green, and we agree that hotels should take a lead role in lessening humans’ impact on the environment, it is important to listen to your guests.

What are your guests saying? In the United States, they are saying, “We like green, but not if it costs us more green.”

In other words, U.S. consumers are happy to support environmentally conscious brands or institutions, but only if it won’t cost them more dollars to do so:

While more than half of all U.S. adults (54%) say they would be more likely to select a hotel that uses more environmentally friendly products and processes, just 13% would be willing to pay higher rates to do so, according to the latest travelhorizons survey from the Travel Industry Association and Ypartnership.

So be aware that while guests may appreciate your efforts to lessen your environmental impact, you probably will not be able to get them to pay a premium to help you afford to do so. This means finding cost-neutral or even cost-reducing measures to be more green is key.

Need some ideas? Start simple—try monitoring energy consumption and looking for ways to reduce the load. Whether timers or sensors for lights, moving to compact fluorescent bulbs, or adjusting HVAC equipment, something usually can be done in this area. The same goes for water use—try installing low-flow spray valves in foodservice kitchens, for example.

Posted by Derek Gale on October 12, 2007 | Comments (0)