Hospitality industry and the “element” behind branding green

A few years ago I was at the National Tour Association’s “Spring Meet” in Uncasville, Connecticut. Tour operators, suppliers, and destination management companies converged to discuss a number of industry issues. Hot then – and still hot now – is how to turn brands “green” (toward environmental sustainability), capture customer appreciation toward this, and reduce costs. That last bit was challenging in 2006; I remember one hotel sales executive saying that using bio-friendly washing detergent for linens was extremely cost prohibitive. I wonder where things have gone since then?

The trend to become green was and is not going to stop. In 2008, Starwood Hotels launched the “Element Hotels by Westin” brand in Lexington, Massachusetts. Element is the first major hotel brand to mandate all properties adhere to Leadership in Energy and Environmental Design (LEED) certification from the U.S. Green Building Council (USGBC). The hotels feature expansive natural lighting to reduce energy costs, public spaces and flooring developed from recycled content, smart in-room recycling techniques, water and waste reduction technologies, and even… get this…. the old paper “do not disturb” cards have been replaced with magnets! Smart and functional, Element is definitely part of the eco-chic revolution in hospitality.

The travel industry as a whole has lot of responsibilities: We have to protect and ensure safety of the consumer and ourselves, we have to provide value to the consumer; and we must move toward environmental responsibility in the products and services we provide. Consumers of all kinds are now choosing to patronize brands that reduce the impact on the world’s natural resources. So if you ignore your impact on Mother Earth, you might just lose a sale!

Will you come up with a new way that the travel industry can improve sustainability?

Leave a comment here or email david@thetravelimpact.com


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