“I opened up a discussion in the office around this topic. Sustainability and the travel industry are not comfortable bed fellows so it was an interesting debate.
We all care about the efforts hotels are making and the decisions they make that show how they care and align with their guests’ values. Do we truly understand our guests’ values in this regard? Being authentic and transparent is the place to start… but messages must be clear, easy to digest and align with your guests.
So it is a good idea to ensure your hotel is partnered with like-minded charities and organisations that resonate with your guests. Sustainability initiatives should be conveyed regularly as part of your business as usual newsletters, social media posts and on collateral around the hotel. Set your carbon neutral intentions and be consistent with your messaging.
However, it is also nice to include this as part of bigger campaigns, for example, during sales like Black Friday or Christmas you could plant a tree / donate for every £xxxx amount of revenue generated.
Giving back to good causes and showcasing initiatives to sustainable causes also provides for the hotel as it encourages more sales.”