By Anton Safonov, Co-Founder and Chief Strategy Officer at Aquarius Hospitality Solutions - 9.25.2023
As sustainability becomes an increasingly important factor for travelers when choosing accommodations, hotels have a prime opportunity to showcase their green credentials. Fortunately, various technologies provide effective ways to communicate your sustainability initiatives to guests and the wider community. Implementing these tech-driven strategies can enhance your brand image, attract eco-conscious clientele, and demonstrate your commitment to responsible tourism.
Promote Sustainability on Your Website and Social Media
One of the most direct ways to highlight sustainability is by featuring it prominently on your website and social media channels. Dedicate a section of your website to sustainability, detailing your policies and practices. Share stories about your solar panels, low-flow fixtures, green cleaning products, and other initiatives. Infuse sustainability throughout your content, not just in an isolated section.
On social media, post regularly about your green programs. Livestreaming video can provide virtual tours of your gardens, electric vehicle charging stations, and other sustainable features. Utilize hashtags like #sustainability, #ecofriendlyhotel, and #greentravel to tap into these conversations on Twitter, Instagram, and Facebook. Respond to sustainability-related questions and comments from followers. Build your reputation as a green leader in the hospitality industry.
Offer Virtual Tours Focusing on Sustainability
Virtual tours have become popular ways for travelers to preview hotels. Take advantage of this by offering immersive video tours that highlight your sustainability efforts. For example, accompany the tour guide into your rooftop bee apiary that supports biodiversity. Show travelers your kitchen garden where chefs handpick ingredients each morning. Feature your green roof covered with drought-resistant native plants.
Livestream events like Earth Hour when you dim unnecessary lighting in solidarity. These glimpses into your daily sustainability practices make them more tangible for potential guests. The virtual tours also provide valuable video content for your website and social channels. Encourage viewers to leave comments and ask questions to engage them even more.
Leverage Sustainability Certifications and Badges
Third-party sustainability certifications and badges like Green Key Global and TripAdvisor’s GreenLeader can enhance your reputation as an eco-friendly hotel. Their logos symbolize your commitment to rigorous green facility standards and operational procedures verified by outside auditors. Prominently display certification logos on your website, social profiles, email signatures, and printed collateral. Reference the certifications in your online sustainability sections and related content.
Certifications also allow you to tap into the marketing and publicity benefits offered by these programs. For example, Green Key Global provides awards and grants to participate in sustainable tourism campaigns. Feature employee spotlights and facility profiles in their newsletters. Collaborate with certification organizations on special green travel offers and giveaways. Their reputable names lend further credibility when showcasing your own sustainability.
Showcase Metrics with Analytics and Dashboards
Tracking your sustainability performance with analytics demonstrates measurable impact and progress. Collect data on metrics like energy and water consumption, waste diversion rate, and greenhouse gas emissions. Then display real-time statistics through online dashboards like Anthesis Group’s TREES platform and Schneider Electric’s Resource Advisor. Place TV displays showing the dashboards in prominent lobby and guest areas. Feature them on your website as well to keep the public updated.
Analytics visualizations make your sustainability efforts tangible and graspable for travelers. The numbers tell the story behind eco-initiatives like low-flow shower heads and composting programs. With performance data, you can even showcase how much energy or water guests conserve during their stay. Leverage analytics to turn your green practices into an interactive experience.
Make sustainability a central part of your guest experience, not just an isolated set of practices. Technology allows you to bring sustainability initiatives to life through immersive virtual tours, captivating visual content, reputable certifications, and more. As climate change and eco-travel gain global urgency, travelers increasingly demand responsible accommodations. Innovative tech strategies can demonstrate your genuine commitment in addressing these sustainability priorities. Showcase your hotel as a leader in eco-friendly hospitality.
Anton Safonov possesses nearly two decades of experience in multi-unit hotel operations. As Co-Founder and Chief Strategy Officer at Aquarius Hospitality Solutions, Anton assists hotel clients in embedding sustainability and wellness into their operations. His experience with major hotel brands shows his commitment to service quality and profits. Anton advocates for women in hospitality through his work with Hertelier, underscoring his commitment to diversity and inclusion. As a US Navy Veteran with a BS in Hospitality Management, Anton drives positive change through his passion for learning and operational excellence.
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