(CNN) – Hotels, like so many other businesses, are going through waves of changing attitudes – from design to amenities to excursions.
However, when it comes to making hotels and resorts eco-friendly, it can be difficult to know which steps will create long-term sustainability and which are just trends that will fade when the next fad emerges.
While many travelers say they worry about the environment, this isn’t always their only concern when booking hotels for a trip – rate, location, and loyalty programs also play an important role. Combine that with sometimes confusing industry news and you have a recipe for tough decisions.
What do these awards actually mean?
Top 10 CNN hero Samir Lakhani saw poor hygiene in rural Cambodia making children susceptible to disease. So he founded the Eco-Soap Bank, which recycles discarded bars of soap from hotels and distributes them to those in need. Watch CNN Heroes: An All-Star Tribute Sunday, December 17, at 8 p.m. ET.
Many hospitality companies mention awards they have won. Problem is, have you even heard of those awards? And is it legitimate recognitions or just vanity awards given within the industry?
Justin Francis is the Co-Founder and CEO of Responsibletravel.com, an activist group that wants the travel industry to be more environmentally conscious.
“Some hotels will say that we are certified as environmentally conscious,” he says. However, this formulation is intentionally misleading. Francis speaks of a Las Vegas hotel that has thousands of lightbulbs on the outside but still retains its “environmentally conscious” label.
“You will be awarded if you slightly improve a number of criteria, not that you have reached a level of sustainability,” he explains. In other words? If you get rid of one or two of these energetic lightbulbs, you’ll be better off than you were last year.
Francis cites this as an example of greenwashing, a practice where marketing and PR language are deliberately misleading and convince consumers that something – be it a hotel, a soap, or a diaper brand – is better for the planet than it is really is is.
How do you differentiate between a Greenwashing Award and a legitimate Green Award? Francis makes a suggestion: “A really good hotel will have an environmental report, and that environmental report would also be shared and published. I can see the energy on it [and] Wastewater consumption and I want to see it reduced. If they don’t have an environmental report or are not ready to publish it, that’s a red line for me. “
It is best to consult with an independent group of third-party providers that have no financial ties to the travel industry. Some good options: LEED, GreenKeys, and Green Seal.
Hyatt, Hilton and Marriott are among the global chains that have set themselves the goal of eliminating or greatly reducing single-use plastics.
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Big brand versus boutique
A common assumption is that any boutique property automatically trumps a big brand name when it comes to being eco-friendly simply because it’s smaller.
But that’s like assuming that any show on Netflix will be of higher quality than a show on a mainstream network – you have to watch the programming and make your own decisions, even if it’s the unnecessary fourth and fifth Season is about “Orange is the new black.”
Part of the greening process is financial. Smaller, independent hotels may not be able to afford the green certification application fees. Even if they are certified, they may not be able or willing to spend money promoting it on their website or hire a publicist to get the word out.
Ironically, what makes some people suspicious of mega-chains – their size – is also those chains’ greatest asset when it comes to sustainability.
Think of it this way: if you live in a more remote part of the world, the chances are your first time trying a plant-based burger at a McDonald’s than at a specialty vegan cafe.
This is the same working principle for large hotel groups that are able to significantly reduce emissions, plastic consumption and other environmentally friendly principles through brand-wide application.
Denise Naguib is the vice president of sustainability at Marriott, which became the world’s largest hotel brand when it merged with Starwood in 2019.
Amid the outcry of customers, Marriott was above all a hotel brand Stop using single-use plastic Straws on all of its properties. Although it looked like banning plastic straws was a big fad that fell off the radar as quickly as it seemed, Naguib and her team saw this as an opportunity.
“Cutting off plastic straws in the world would not save the ocean, it would not reduce significant plastic pollution around the world.” Says Naguib. “However, it was the canary in the coal mine. It brought the issue to the fore in a way it hadn’t done before. Many companies switched to PLA – polylactic acid base, which looks and acts just like plastic. Well, even though it’s plant-based , it ultimately contains additives that treat it and make it act just like plastics, and so it did exactly the same thing [as] when it landed in the ocean. “
Ultimately, Marriott decided to discontinue the use of straws – regardless of the material – except at the request of a customer. This saved hotel staff the step of automatically adding straws to beverages and, overall, the practice saved a billion straws from the brand’s overall portfolio, which also means the company has saved money. What seemed like a small, insignificant step made a significant difference thanks to the size of Marriott.
Naguib knew, however, that a complete ban wasn’t necessarily the best option for all guests, as good as it might have sounded on paper. There are still some customer straws, such as those with disabilities, who can rely on them upon request.
Power to the people
Expo 2020 in Dubai gives visitors a little insight into the sustainability pavilion, where green innovations are presented.
The biggest factor that motivates a hotel to change is money. Without customers there is no profit and without profit there is no incentive.
Christina Chi, professor at the School of Hospitality Business Management at Carson College of Business, underlines this point. She leads a team studying greening practices in the hotel industry.
“We compared green and non-green hotels and there was no significant difference in occupancy or revenue,” she says.
Even hotels that have certifications or awards don’t necessarily list them on their website or make it easy for potential guests to find out.
As in any other business, hospitality changes depending on what customers want. Right now, Chi said, many hotels are leading the way with their hygiene badges as potential visitors weigh up their travel options during the pandemic.
Many hotels had these practices before, but they didn’t advertise because guests didn’t ask for them. It can feel like a chicken and egg problem: Hotels don’t share because guests don’t ask, but guests don’t ask because hotels don’t share.
Francis of Responsible Travel reminds travelers that even small questions or requests can really add up.
“Every time you ask [a question]Even if you may not get the answer you were hoping for, you are part of the process of creating change. “
More than plastic bottles
Okay, you only stay in LEED certified hotels that have omitted single-use plastics. This is a good start, but the whole world – including the hotel industry – can always do better.
Francis points out a few things customers can push back if they really want to drive change in the industry.
One topic to think about is how employees are treated in the hotel or resort.
“I want to understand something about employees … are they paying the minimum wage or are they paying the living wage?” he says. “I would like to understand if they have a staffing program to employ disadvantaged or minority groups as part of an entry-level program. I am really interested in opportunities for those who do not do well.” Levels to make progress. Do you have examples of people who started at lower levels, perhaps washing dishes or cleaning rooms, who have made progress in the organization? “
Not every guest feels comfortable asking such questions in front of the door. And nobody wants their relaxing vacation to feel like homework. But Francis urges people not to think that having a good time is not intuitive.
“We are all part of the change. Every question we ask is part of the change.”
Chi agrees, saying that the one with the financial strength – aka the guest who pays for the stay – is the one who needs to improve.
“Ultimately, the customer is the ultimate determinant of hotel greening. If they don’t want it or care about whether you’re green, hotels won’t be as excited about going green.”
