Sustainability: an agent of change in the hospitality
Having begun his academic career in 1998 as Associate Lecturer at Bournemouth University, Dimitrios joined Les Roches Switzerland a year later and has been instrumental in the launch of the institute’s first MBA program.
Can the sanitary crisis caused by COVID-19 serve as a catalyzer for having a more sustainable approach to travel and tourism?
The measures of putting the environment first have already been part of the actions taken by many companies worldwide. Within the hospitality industry, the sustainability has already come a long way since the arrival of in-room suggestions to reuse towels and save water. Hotels and other hospitality businesses have been increasingly taking a more mature approach that incorporates socially responsible practices as well as sound environmental policies. This approach if applied globally can reconcile access to growth for all with respect of the planet and may fit to the unprecedented expectations of post-COVID clients.
In here, government and public support for the promotion of sustainability across industries has been mounting in recent years. In 2015, 193 nations agreed to work towards the United Nations Sustainable Development Goals, a set of 17 goals designed to ensure a better future for all through the introduction of significant changes by 2030.
Representing 10.4 percent of global GDP and supporting one in 10 jobs worldwide, the travel and tourism sector has the potential to make enormous social, environmental and economic contributions — a fact that travelers increasingly recognize. The United Nations captured this zeitgeist in declaring 2017 the International Year of Sustainable Tourism for Development, a campaign which has spread further awareness while spurring businesses and travelers to embrace ethical policies and actions.
Making a Big Difference Through Small Habits
As going green becomes mainstream, it will take more than claims of good intentions for businesses to convince conscientious consumers. Transparency will become even more important in the future as ethical travelers seek evidence to back up messages of corporate social responsibility (CSR).
Leading the way are hotel groups such as Nordic Choice Hotels, Scandic Hotels Group and AccorHotels, which have set new industry standards in CSR transparency by releasing annual public reports and other detailed information on the sustainable practices they follow. Notably, the most effective brands focus not only on their environmental impact, but on their impact on society; for example, Nordic Choice’s ‘WeCare’ sustainability approach highlights six areas of action, which include local social responsibility, ethical trade, diversity and initiatives against child trafficking.
In addition to knowing the facts and figures of a company’s CSR approach, socially minded travelers want to see such measures in action. Millennials in particular care about supporting brands that resonate with their values — a 2015 survey conducted by Nielsen found that 73 percent of those born from 1977 to 1995 are willing to pay more for sustainable goods, compared to 66 percent of all global consumers.
The banning of plastic straws is one clear example of how hospitality brands have responded to changing consumer attitudes. ‘Single-use’ was declared Word of the Year 2018 by Collins Dictionary, which noted a four-fold increase in use of the word since 2013. Growing public concern about the environmental damage caused by single-use plastics has led businesses to rethink everyday practices. Hyatt, Hilton, Marriott, American Airlines, Alaska Airlines, Royal Caribbean, Carnival Cruise Line, McDonald’s and Starbucks have all launched initiatives to phase out the use of plastic straws, and we can expect to see more businesses replacing single-use plastics with eco-friendly alternatives in 2019.
Innovative brands are also highlighting their engagement with social causes, often resulting in a more authentic experience for guests, who play an essential role in making these community initiatives possible. For example, Good Hotel London combines premium hospitality with a social business concept. The floating hotel docked on the River Thames provides long-term unemployed locals with hospitality skills, on-the-job training and a full-time salary. Afterwards, trainees are redirected to permanent job opportunities in the local economy.
In Vienna, Magdas Hotel is dedicated to helping refugees overcome barriers to employment and social integration. Two thirds of the hotel’s staff are people with a refugee background, and the hotel celebrates this diversity, encouraging travelers and staff to interact. Meanwhile, beyond the hotel industry, Starbucks has made a commitment to hire 10,000 refugees worldwide by 2022.
As socially minded travelers continue to seek brands that reflect their values, many may also turn to volunteering as a way to interact with and contribute to local communities. Organizations like Adventure Alternative, World Ventures Foundation, and beyond the Village Experience offer travelers the opportunity to work on humanitarian projects during their journey.
Entering the circular economy
Finally, the shift towards a circular economy system has the potential to transform the hospitality industry. The Ellen MacArthur Foundation defines a circular economy as one that is ‘restorative and regenerative by design’, as opposed to a linear ‘take, make and dispose’ economy. It’s a model that resonates with the ‘leave no trace’ ethos championed by nature lovers and the ideals of responsible travelers.
The exterior of QO Amsterdam, a hotel built on circular economy principles, features thermal panels that react to the outside climate to conserve the energy needed to regulate indoor temperatures. The hotel has also been designed with recycled materials, such as carpeting made from 100 percent recycled yarn previously used in fishing nets. And to reduce wastewater, QO has developed a grey water system in which all water that comes from showers and sinks is used again to flush toilets.
The current pandemic could serve as a catalyzer for developing sustainable and innovative business ideas. Through maintaining high social responsibility standards, the businesses in the hospitality sector can demonstrate their commitment to the newly shaped consumer. Working towards the recovery from the crisis by transforming the hospitality sector will hopefully lead to businesses being more attentive to the post-COVID consumer and more respectful to its surrounding environment.
Can the sanitary crisis caused by COVID-19 serve as a catalyzer for having a more sustainable approach to travel and tourism?
The measures of putting the environment first have already been part of the actions taken by many companies worldwide. Within the hospitality industry, the sustainability has already come a long way since the arrival of in-room suggestions to reuse towels and save water. Hotels and other hospitality businesses have been increasingly taking a more mature approach that incorporates socially responsible practices as well as sound environmental policies. This approach if applied globally can reconcile access to growth for all with respect of the planet and may fit to the unprecedented expectations of post-COVID clients.
In here, government and public support for the promotion of sustainability across industries has been mounting in recent years. In 2015, 193 nations agreed to work towards the United Nations Sustainable Development Goals, a set of 17 goals designed to ensure a better future for all through the introduction of significant changes by 2030.
Representing 10.4 percent of global GDP and supporting one in 10 jobs worldwide, the travel and tourism sector has the potential to make enormous social, environmental and economic contributions — a fact that travelers increasingly recognize. The United Nations captured this zeitgeist in declaring 2017 the International Year of Sustainable Tourism for Development, a campaign which has spread further awareness while spurring businesses and travelers to embrace ethical policies and actions.
Making a Big Difference Through Small Habits
As going green becomes mainstream, it will take more than claims of good intentions for businesses to convince conscientious consumers. Transparency will become even more important in the future as ethical travelers seek evidence to back up messages of corporate social responsibility (CSR).
Leading the way are hotel groups such as Nordic Choice Hotels, Scandic Hotels Group and AccorHotels, which have set new industry standards in CSR transparency by releasing annual public reports and other detailed information on the sustainable practices they follow. Notably, the most effective brands focus not only on their environmental impact, but on their impact on society; for example, Nordic Choice’s ‘WeCare’ sustainability approach highlights six areas of action, which include local social responsibility, ethical trade, diversity and initiatives against child trafficking.
In addition to knowing the facts and figures of a company’s CSR approach, socially minded travelers want to see such measures in action. Millennials in particular care about supporting brands that resonate with their values — a 2015 survey conducted by Nielsen found that 73 percent of those born from 1977 to 1995 are willing to pay more for sustainable goods, compared to 66 percent of all global consumers.
Finally, the shift towards a circular economy system has the potential to transform the hospitality industry
The banning of plastic straws is one clear example of how hospitality brands have responded to changing consumer attitudes. ‘Single-use’ was declared Word of the Year 2018 by Collins Dictionary, which noted a four-fold increase in use of the word since 2013. Growing public concern about the environmental damage caused by single-use plastics has led businesses to rethink everyday practices. Hyatt, Hilton, Marriott, American Airlines, Alaska Airlines, Royal Caribbean, Carnival Cruise Line, McDonald’s and Starbucks have all launched initiatives to phase out the use of plastic straws, and we can expect to see more businesses replacing single-use plastics with eco-friendly alternatives in 2019.
Innovative brands are also highlighting their engagement with social causes, often resulting in a more authentic experience for guests, who play an essential role in making these community initiatives possible. For example, Good Hotel London combines premium hospitality with a social business concept. The floating hotel docked on the River Thames provides long-term unemployed locals with hospitality skills, on-the-job training and a full-time salary. Afterwards, trainees are redirected to permanent job opportunities in the local economy.
In Vienna, Magdas Hotel is dedicated to helping refugees overcome barriers to employment and social integration. Two thirds of the hotel’s staff are people with a refugee background, and the hotel celebrates this diversity, encouraging travelers and staff to interact. Meanwhile, beyond the hotel industry, Starbucks has made a commitment to hire 10,000 refugees worldwide by 2022.
As socially minded travelers continue to seek brands that reflect their values, many may also turn to volunteering as a way to interact with and contribute to local communities. Organizations like Adventure Alternative, World Ventures Foundation, and beyond the Village Experience offer travelers the opportunity to work on humanitarian projects during their journey.
Entering the circular economy
Finally, the shift towards a circular economy system has the potential to transform the hospitality industry. The Ellen MacArthur Foundation defines a circular economy as one that is ‘restorative and regenerative by design’, as opposed to a linear ‘take, make and dispose’ economy. It’s a model that resonates with the ‘leave no trace’ ethos championed by nature lovers and the ideals of responsible travelers.
The exterior of QO Amsterdam, a hotel built on circular economy principles, features thermal panels that react to the outside climate to conserve the energy needed to regulate indoor temperatures. The hotel has also been designed with recycled materials, such as carpeting made from 100 percent recycled yarn previously used in fishing nets. And to reduce wastewater, QO has developed a grey water system in which all water that comes from showers and sinks is used again to flush toilets.
The current pandemic could serve as a catalyzer for developing sustainable and innovative business ideas. Through maintaining high social responsibility standards, the businesses in the hospitality sector can demonstrate their commitment to the newly shaped consumer. Working towards the recovery from the crisis by transforming the hospitality sector will hopefully lead to businesses being more attentive to the post-COVID consumer and more respectful to its surrounding environment.
.jpg "Hima Mal: Guiding Students Through Self Discovery & Beyond")
