Hotel Sustainability
In a time where perceptive travellers seek more than just luxurious accommodation and exquisite fine dining, the luxury hospitality industry finds itself at a pivotal moment. Beyond the glamour of lavish high-thread count linens, in-house spas and high-end complimentary toiletries, an increasing number of guests are prioritising sustainability as a key factor in their travel choices. The question arises: why is sustainability becoming so important in the luxury hospitality industry? What impact does it have on the way we experience the world of high-end travel? In this Big Bear article, we will be looking at some compelling reasons that make the integration of sustainability practices a new hallmark/indicator of true luxury, setting the stage for a more responsible, eco-conscious, and unforgettable guest experience.
Introducing sustainable practices in your luxury hotel’s day-to-day practices is not only a responsible choice but also a strategic move that aligns with the evolving preferences of environmentally-conscious travellers. The implementation of sustainable operations in hotels can encompass a wide spectrum of initiatives, ranging anywhere from straightforward measures such as recycling and waste reduction to more advanced strategies designed to minimise the environmental impact. For instance, many leading luxury hotels have embraced renewable energy sources such as solar panels and wind turbines, not only reducing their carbon footprint but also making strides toward more self-sufficient energy. Other implementable measures are switching to LED lighting, and installing smart thermostats, as well as occupancy sensors. This not only benefits our planet but also can lead to significant cost savings in the long run. Moreover, the commitment to sustainability also includes water conservation, with some hotels adopting practices like rainwater harvesting and the use of water-saving shower heads. These measures not only reduce water consumption but also contribute to the preservation of this precious resource, aligning luxury hospitality with a greener, more sustainable future, while offering a new way to save extra costs.
However, sustainability in the luxury hospitality industry covers more than saving water and electricity. Another important aspect of becoming an environmentally conscious hotel is a willingness to protect and nurture the environment. Therefore it becomes important to not only reduce the negative impact, such as reducing water, waste and energy usage. But also to showcase an openness and keenness towards regenerative practices, such as using locally grown and seasonal produce, implementing a plan of switching to green energy, and ecological restoration, such as local wildlife conservation or even rewilding and reforesting.
There are many ways hoteliers can make an effort to become a more sustainable luxury hotel, and some simpler ways to gain momentum can even be offering complimentary bicycles, encouraging longer stays, switching to electric golf buggies (if a golf course is part of the hotel) and utilising eco-friendly cleaning supplies instead of harsh chemicals which harm the local flora and fauna.
As the importance of sustainability and eco-friendliness grows within the luxury hotel industry, it becomes more and more important to adapt to the times. Offering high-end services and beautiful interiors is simply not enough, without a strong backup of sustainability, valued so highly by modern travellers, who are willing to pay a little extra to ensure their trip is not harming the planet any more.
Eco-consciousness in your luxury hotel will attract potential guests, who care about their carbon footprint, as well as help you stay ahead in the highly competitive luxury hospitality market. Differentiating yourself from the competition through true values and planet-saving incentives will enhance the guest experience while making you one of the sustainable market leaders.
Although green-washing can be noticed more and more often in various marketing campaigns in the luxury hospitality industry, it’s crucial to stray away from the bandwagon. Taking a genuine step towards becoming more sustainable will not be left unnoticed by your guests. However, if you simply use eco-consciousness as a trendy marketing campaign, discerning guests will easily read through your intentions, increasing the chances of such a campaign backfiring.
Therefore showcasing what you actually do and plan to do to reach sustainability, whether it’s through your socials, articles or PR campaigns, will help you establish more personal relationships and build trust with your guests. Allowing them to understand your eco-friendly journey and engage with it. So assess your properties, share your plans, take the steps, and engage your staff, because sustainability is no longer a mere trend but a fundamental necessity in the realm of luxury hospitality.
