Being a green hotel just in words but not in deeds is a risk! An external communication not based on truthful facts transmits a wrong message and the truth – be sure – sooner or later will surface.
Who ever heard of Green Washing? The phrase “green washing” is a neologism that indicates the communication strategy of some companies aimed at constructing a deceptively positive self-image in terms of environmental impact. The aim is to divert the attention of the public from the negative effects on the environment due to their activities or products.
Certified green hotels are a guarantee for the customers and for the work force. They shall be subject to on-site inspections by external parties who evaluate the goodness of the service and the continuous improvement of environmental performances.
If yours is a green hotel, communicate it, communicate it and never stop communicating it: generating positive impact and awareness means acting as change maker promoter for a community really based on sustainability principles.
Some eco-labels for hospitality industry – i.e. the Green Key eco-label – prescribe the communication towards the outside of one’s own sustainable policy as imperative criteria.
There are many hotel chains, which have implemented this type of communication to the outside both within the structure itself for the visibility of guests, either through social networks or their own website to reach all the possible customers in every part of the world.
The Marriott group promotes the “2025 Sustainability & Social Impact Goals” initiative through the “SERVE 360-Doing Good” programme in order to reduce its environmental impact using a more sustainable management of all its facilities.*
Also the hospitality company Hilton hopes to cut its environmental footprint in half by 2030. To do this, the chain developed the LightStay programme: a corporate responsibility performance measurement platform which allows Hilton to manage and report its environmental and social impact, and to drive efficiencies and continuous improvement, across its global portfolio of nearly 5.300 hotels.
Since LightStay’s launch, the company has saved over $1 billion by operating sustainably and carefully managing its energy, carbon, water and waste.
The attitude of the people who make up the organization, starting from those who have greater responsibility and greater authority, are accountable for the brand image. External communication, rich in truthful content, is fundamental to transmitting company values and making evident the desire to take on new responsibilities compared to the past.
The company cannot ignore the context in which it operates; the profit appears warranted only when it does not damage the community and the environment that it works in.
* link here to download the 2017 Marriott Sustainability And Social Impact Report: