Why Go Green in the Hospitality Field
Shelby Little
RES/351
October 12, 2015
John Gilpin

Why Go Green in the Hospitality Field

I was recently put in charge of guaranteeing that the hotel I work for is classified as a green hotel. Several changes were put in place that helped to bring this into play. This paper is designed to explain what “Going Green” is and why it is so important.

Environmentalism has become a great concern to businesses; this is being influenced by the recent jump in energy prices. Several different environmental and scientific agencies have supplied data to prove this point. The Hotel industry is no different. It has been shown that the industry would benefit immensely from the recent campaign for all businesses to "Go Green." Unfortunately, management in the Hospitality has resisted the changes. However, recently the Hospitality industry is catching up to other industries and is converting their operations to greener strategies.

Hotels demand meticulous standards and are trying to keep up with guests’ concerns and demand on a cleanliness level. Because of these standards, cleaning and waste products, and how they are disposed of have become a main issue. Energy efficiency in the hotel industry can tend to be difficult due to safety concerns that the management must be attentive to. These issues include being able to keep the common areas and lobbies well-lit at all times. In various states, it may also include cooling and heating issues. The hotel industry stands to benefit economically from the ‘green movement’. By marketing to guests that are adopting a greener lifestyle, as well as implementing cost saving energy practices and equipment changes, a hotel can increase its revenue and guarantee repeat business. However, the industry must understand the importance of greener practices on an overall scale. This can be done by understanding how it is achieved, while at the same time meeting guest expectations and maintaining a consistent comfort level.

For over 20 years, the industry has been aware of these concerns, and has been looking into environmentally-friendly alternatives. These alternatives would have to still prove consistent with guest concerns. A 2013 article published in the International Journal of Contemporary Hotel Management examined several strategies for “greening” the industry. The article highlighted a survey for hotel general managers. This survey included managers of hotels that already had an environmental policy. In the article titled, “Environmental Policy in the Hotel Sector: Green Strategy or Stratagem,” it was discovered that in hotels with an environmental policy, the manager believed his customers to be more aware environmentally than in hotels without an environmental policy. In addition, the study found that hotels that did not have financial reporting control system were more likely to adopt an environmental policy. In 1996, when “going green” policies were being discussed they were considered stratagems instead of legitimate business strategies for all hotels to take into consideration. The author concluded that until these environmental concerns become strategic issues the response will remain the same; green policies and practices will be considered stratagems.

Now, in 2015, this issue has become even more important and less of a ploy to attract business from the environmentally-aware consumer. Guest involvement in a greener hotel environment has become more apparent. A 2007, New York Times article titled, “Enjoy Your Green Stay,” stated that green options for hotels had become widespread so quickly due the rising cost of energy. In addition, a USA Today article titled, “More Hotels using eco-friendly design, construction to go green,” stated that, as of 2007, while there are over 800 U.S. buildings that have been certified green, while there are only four hotels with the same certification. This number has changed drastically as far as the Hospitality industry is concerned as of this year.
The New York Times article found that business travelers, who at that time tended to be younger and therefore more environmentally-aware, began to make green policies a higher priority when considering accommodations. According to the USA Today article, a green hotel uses 30% less energy than a comparable property. Because of this, the hotel showed a better profit because its operational costs are considerably lower.
Many changes are used to become ‘green’ including investigating the HVAC system within the building. The rooms will then be set up with sensors and intelligent thermostats. The hotel may also purchase energy-saving equipment and build with environmentally-friendly materials. Housekeeping procedures also changed. Instead of performing a full clean on all rooms daily, stay-over rooms will be given clean towels and have their trash removed. Bed linens would be changed depending on how long the guest is staying.
It is believed that the hotel industry resisted these simple changes for so long due to consumers not being as vocal about making these changes. When the consumers changed their mind about energy conservation and the Green movement, the hotels stood up and took notice. The initial costs that some independently-owned hotels faced may have seemed too risky, it was apparent that the switch was economically sound in more aspects than just keeping up with consumer demands.

References
Eric S.W. Chan , (2013) "Gap analysis of green hotel marketing", International Journal of Contemporary Hospitality Management, Vol. 25 Iss: 7, pp.1017 – 1048