Sustainability consultant, Sarah Duncan, offers a bit-size guide to an industry-wide issue, explaining why sustainable hotels are becoming increasingly popular among guests.
Sarah is the author of The Ethical Business Book and The Sustainable Business Book (out Spring 2023).
She is also HOSPA’s Sustainability Advisor and champion of their recently launched Sustainability (ESG) Toolkit.
DEFINING SUSTAINABILITY
Sustainability in the true sense of the word means to endure. And, in this context, we are talking about you and your company.
Many people still think that sustainability is just “the environmental stuff” or “the green stuff.”
Whilst it does, of course, include these critical issues, it is much, much more than that.
The best way to highlight its complexity is to look to the United Nations Sustainable Development Goals (SDGs).
In 2015, global governments showed their understanding of the crucial interplay between our planet and society through the adoption of the 2030 Agenda for Sustainable Development.
At its heart were the 17 Sustainable Development Goals.
The SDGs recognise that tackling societal problems must go hand in hand with strategies to address environmental issues and climate change.
Increasingly, businesses are looking to the SDGs to anchor their sustainability strategies – ensuring a balanced approach including responsibility to both planet and people.
NET ZERO
Although robust sustainability strategies should cover both people and planet, there is a current and understandable urgency around companies committing to tackle climate change through setting ‘Net Zero’ targets.
And, on paper at least, an ever-growing percentage of our global economy is committed to achieving this by 2050.
True Net Zero transition plans need to be consistent with a global temperature rise of no more than 1.5°C above pre-industrial levels.
It’s a complex area but, massively simplified, this means businesses need to:
Step One: Establish their baseline carbon emissions NOW.
Step Two: Reduce them by at least 50% by 2030.
Step Three: Reach net zero emissions (or at least reduce them by 90%) before 2050.
For more details on Net Zero, visit the HOSPA Sustainability Toolkit.
WHY BOTHER?
Every area of society, government and legislation is now under scrutiny and, increasingly, people are pressing for change.
Naïve companies should not ignore the changing views and behaviour of the people who can affect the very fortunes of their business.
As Mary Portas (co-Chairman of the Better Business Act) puts it “Every pound spent is a vote for how we want to live.”
The New Conscious Traveller
Conscious consumers want to purchase goods and services they perceive to be less harmful to the planet and better for society in general.
This is on the increase as consumers become more and more aware of the harsh realities associated with many brands and products, such as excessive use of fossil fuels, deforestation, tax avoidance, unacceptable working conditions and modern slavery.
Hotel guests are increasingly looking for properties that show a blend of environmental sensitivity and social responsibility, through evidence of initiatives such as local sourcing, enhanced plant-based offerings, community and cultural engagement, wellness programmes, and zero waste to landfill.
Being able to articulate your sustainability journey (with integrity and without greenwashing) is now an important part of marketing.
Requests for Proposal (RFPs)
From a corporate perspective, hotels are a simple part of a wide supply chain and more and more contracts now rest on proven sustainability credentials.
According to Global Business Travel Association, 53% of US companies now have a corporate sustainability programme that affects their decision to contract with a travel supplier.
Failure to provide details of your sustainability efforts could lead to exclusion from the ability to even tender for a contract, let alone win it.
Employees
And let us not forget the increasingly important area of attracting talent.
More and more employees place deep importance on sustainability, particularly the younger generations of Millennials and Gen Z.
The sustainability agenda affects the recruitment and loyalty of staff, the actions they take and the career decisions they make.
Unethical companies can lose or fail to attract the best and brightest talent – something that most in hospitality can ill afford to do in the current employment climate.
Sarah Duncan is a sustainability consultant and author of The Ethical Business Book and The Sustainable Business Book (out Spring 2023).
She is also HOSPA’s Sustainability Advisor and champion of their recently launched Sustainability (ESG) Toolkit.
If you are an operator with successful sustainability initiatives or best practices, HOSPA would love to hear from you. Contact Sarah.Duncan@HOSPA.org
