Home Publisher's Point of View Elliott Lodging Introduces Greenstay Hotel & Suites Brand to Missouri Market

Elliott Lodging Introduces Greenstay Hotel & Suites Brand to Missouri Market

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With all of the attention given to green lodging over the past few years, few owners have had the courage to really “shout” about their environmental commitment in the actual brand name or property name. Yes, Starwood has its Element brand, but if you knew nothing about the brand to begin with, chances are you would not guess that it has strong green attributes. The same goes for NYLO, another eco-hip brand. Say “NYLO” to someone with limited industry knowledge and “green” just does not come to mind. For the owners of those brands, I suspect that is just fine but if you have got it, why not flaunt it?

On June 1, the Hampton Inn East in East Springfield, Mo., officially became a Greenstay Hotel & Suites property. I strongly encourage you to at least take a look at the hotel’s website. The brand name idea is strong and certainly conjures up images of eco-friendliness. The owner and operator of the property is Elliott Lodging, LLC, which touts a “Green Life: Hotels Caring for Our Planet” logo on its website. Greenstay Hotel & Suites was developed by Elliott Lodging. According to Lee Futter, general manager of the property, the East Springfield location is a test site for what ultimately could lead to additional Greenstay properties. In less than two months, Elliott Lodging already has received numerous queries from interested developers.

The Greenstay Hotel & Suites is certainly not close to being the greenest hotel in the United States but its owner is working to identify areas where operational inefficiencies can be eliminated. The American Hotel & Lodging Association’s 11 Minimum Guidelines for Going Green are being followed, the property has dual flush toilets, is purchasing compostable cups and plates for the breakfast area, is using eco-friendly cleaning products, and has an environmental committee that meets weekly to discuss progress and future projects. “We are baby stepping,” Futter says.

Having a Strong Logo Helps

To Elliott Lodging’s benefit, they found a graphic designer who did a killer job developing the Greenstay Hotel & Suites logo. The logo looks great on the front of the hotel. Even with all of the attention on “green,” however, Elliott Lodging, Futter and his team remain focused on delivering what matters most: a superior level of guest service. In the property’s “Green Promise” on its website home page, this statement is made: “Our goal is to reduce our energy usage and carbon footprint but not the enjoyment of your stay.” The Green Promise concludes, “Working to reduce our impact on the environment is always a work in progress. Join us.”

Elliott Lodging is giving its Greenstay guests an opportunity to sign up for GREENmail. Via a new e-mail newsletter, it will let guests know about special deals, inform them about what is going on in Springfield, and provide green living tips. A great marketing idea.

Being so blatant in a name about one’s green approach to operations takes some guts and does expose a company to more scrutiny than it otherwise would experience. Still, what Elliott Lodging has done is successfully combine a bit of marketing magic with a sincere commitment to environmental improvement. And, unlike some in our industry, they have created a brand that inspires instant green recognition. Only time will tell if Elliott Lodging’s idea is strong enough to warrant expansion.

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