HOSPITALITY INDUSTRY TRANSITION: TO MORE SUSTAINABLE TOURISM?

The eh! ONLINE Selection #8

Sustainability has become a central issue in our society and raises many questions, including in the hospitality sector: How sustainable is it possible to be? What are the impacts on the customer experience?

Consumers are becoming increasingly aware of sustainable development and are taking social, ethical and environmental criteria into consideration when making purchases. According to a survey by the Hilton Hotel Group, nearly one-third of guests tend to choose a hotel that invests in a sustainable program. This number increases by 10% among guests under 25 years old.

Although it is a concern for most customers, sustainability is not the only deciding factor in their choice. However, a majority of them are willing to pay a little more to stay in a hotel that offers comfort and environmental responsibility. The actions implemented should not imply an additional effort for the client. Nevertheless, 61% of them (according to a study by the Accor group) are ready to separate their recyclables in their room because it is an act that is interiorised by a large part of consumers.

In order to avoid negatively impacting the comfort of customers by investing in a more sustainable model, it is important to implement quality actions. Putting automatic thermostats instead of letting the customer regulate it is a good example of sustainable action in a hotel. It is an investment that is beneficial. However, launching a sustainability project cannot be done without entering a new market or without the support of existing customers.