Have you noticed an increasing number of businesses going green? Whether it’s fashion houses or hotels, going green is more than just a trend – it has become a strategic necessity!
As people become aware of the impact of climate change, they are also becoming aware of the need to do something about it.
While scientists around the world are looking to find solutions, individuals are taking it upon themselves to make the more conscious choice and contribute in their small way.
This is evidenced in the hospitality industry as zero-waste restaurants are popping up, and ecotels (eco-conscious hotels) are gaining traction.
Turns out, leaning into the green revolution can be the differentiator you need. And it’s not just good for attracting guests – it has numerous benefits for your business as well!
Is greener better for guest satisfaction?
According to the latest booking.com report on sustainable travel, 75% of global travelers say they want to travel in a more sustainable way over the next 12 months. This should come as no surprise since people are looking to consume more consciously.
Whether it’s the latest fashion, homeware, or just about anything else, choosing greener options is becoming common practice.
In fact, 45% of travelers say that accommodations labeled as ‘sustainable’ are more appealing to them!
On the flipside, many eco-conscious travelers are also feeling fatigued and powerless when it comes to selecting sustainable choices. This can be because of the dearth of options, or even the futility that many feel when making these choices.
This is where hotels and hospitality businesses can create truly resonant experiences.
They can create experiences curated for travelers who are looking to choose sustainable, but haven’t found options. This reduces the guilt they would otherwise feel and offers them an option that truly reflects their beliefs and values!
4 ways hotels can pave the greener path
Going green doesn’t mean cutting back on luxuries. It simply means you need to find ways to enjoy those luxuries with a greener twist.
If you’re looking to get started on the greener path and create experiences that will reflect the same, here are some ways to get started:
Offer biodegradable products
Have you thought about the products you offer your guests? Right from the packaging to the product itself, it’s important to reflect your goal.
For example, instead of offering disposable plastic toothbrushes, provide guests with bamboo toothbrushes.
Little swaps can really impact the impression your guests have of your brand. These be the difference between a business that is “green washing” versus one that really does walk the talk, thereby earning trust and loyalty from guests over time.
Cut down on waste
Not everything eco-friendly needs to be front and center. Much of the work is behind the scenes. You can create a zero-waste kitchen or offer fewer products to guests. In doing so, you can instead encourage guests to request what they need, thereby reducing waste.
When your goal is to go green, guests are sure to oblige. As a bonus, this can also reduce your overall costs, as guests may not always need all the things you offer!
Leverage technology
How smart is your hotel?
Leveraging technology can help you reduce costs in numerous aspects while also providing your guests with the ultimate guest satisfaction experience. Smart rooms can be ready at the perfect temperature by the time check-in rolls around, but they can also be designed to switch off electricity when guests leave the room.
Moreover, smart thermostats, motion-sensor control, and automated lighting systems can offer guests an experience that is completely tailored to their taste while also optimizing on the energy consumed during their stay.
Incorporate vertical gardens
Sometimes the greenest choices are the most obvious. Green terraces and vertical gardens can offer guests a soothing getaway.
They can improve the ambiance, enhance air quality, and decrease the temperature. What’s more, green roofs can also improve insulation!
Benefits of going green
It’s not enough to just walk the greener path. You need to show your guests that you are indeed the greener choice. With the right certifications in place, you are all set! In doing so, you will improve your guest appeal, making your hotel one of the top choices for travelers from the world over.
Here are a few key benefits:
Improve guest satisfaction
Travelers are looking to make the greener choice without compromising on the indulgence of a getaway. When you offer them a chance to do so, you’re offering your guest the ability to enjoy their holiday guilt-free!
Moreover, environmentally conscious travelers will enjoy the experience a lot more.
By aligning your hotel with sustainable practices, you not only lower operational costs but also significantly increase guest satisfaction by meeting the growing demand for eco-conscious travel
Reduce costs
Going green is often a great way to cut back on many of the large expenses. Offering guests locally-sourced food can reduce transport and preservation costs. In fact, you can take this a step further by offering guests local delicacies with a customized twist, ensuring that they have an authentic experience instead.
You can also include green technology to save costs on electricity with motion-sensor lights that are activated after a certain time, or renewable energy processes such as solar panels being installed!
Enhance brand image
One of the biggest benefits of walking the green walk is the market appeal. People want to opt for businesses that are doing good. They want to choose indulgences that are thoughtful, and just better.
While travelers often opt for the less sustainable choice, many state they often feel guilty doing so. Having the option to choose better can be just the solution they need!
Show me the (green) data!
Need more evidence before you move forward? Explore our original research project that explores how a green wave of consumer preferences is sweeping across all industries. This comprehensive analysis is a must-read for anyone invested in the future of sustainability—whether you’re a consumer, a business leader, or an environmental advocate.
Ready to get started?
While all of these are great ways to incorporate sustainable practices into your business, it’s impossible to implement them all at once.
The best way to show your guest that you truly care and are committing to the effort is by taking small but concrete steps.
Reach out to your guests to get their feedback about what you ought to prioritize. This will help you identify your first steps so that you can make changes that have the most impact.
Sogolytics can help you understand just what your guests want with our key driver analysis! So, the next time you’re about to send out a survey, choose to ask your guests the right questions and see the answers roll in. You might be surprised with what they have to say!
