Even though this column was posted before the New Year, many of you will be reading it in 2008. So, let me start off by saying “Happy New Year!” to all of you. From a green perspective, 2007 was an exciting one for the lodging industry. In years to come, it will be remembered as the year when environmentalism truly began to take hold. I certainly would not describe what happened in 2007 as an explosion of interest but it most certainly was a sizeable boom.
For Green Lodging News, this past year has been an exciting one as well. Newsletter circulation has climbed to almost 7,200 and traffic to the website has tripled since January 2007. It has been exciting to speak with and meet so many people who are interested in smart, green hotel design and operations. It has been just as rewarding to write about new technologies and trends. Every new article researched and written is an educational opportunity for me—and hopefully for you as well.
I am thankful for the support of those readers and sponsors who have been supportive of Green Lodging News. Starting a publication from scratch is not an easy task and it most certainly would not have been possible without those who believe in what I am doing. I am excited about 2008 because it will present many new opportunities to solidify existing relationships and develop new ones.
Without further ado, here are what I consider to be our industry’s top 10 environmental stories to watch in 2008:
1. Rising energy prices. Expect to pay more for gasoline, natural gas, propane, heating oil and electricity in the coming year. In Southern California, the average price per gallon of gasoline at the end of 2005 was $2.50. In 2006: $2.83. In 2007: $3.09. One recent report indicated that gasoline prices could hit $3.75 per gallon in the Midwest and much higher on the West Coast by spring. Will 2008 be the year when occupancy rates take a downward turn because the cost of automobile travel becomes just too much? Will rising energy prices lead some hotels to tack on energy surcharges—as they once did years ago? The Jamaica Hotel & Tourist Assn. announced it would support an occupancy surcharge, effective Dec. 15, 2007.
2. Water shortages. In the U.S. Southwest and Southeast, water supplies continue to dry up. In some areas, droughts have reached what officials describe as “epic proportions.” How will the lodging industry react? Will local and state governments require water-saving measures? Smart owners will be prepared should conditions get any worse.
3. Green hotel standard. At the Ohio Hotel & Lodging Assn. conference in November, Joe McInerney, president and CEO of the American Hotel & Lodging Assn. (AH&LA), announced that the AH&LA’s Engineering & Environment committee is working on a AAA- or Mobil-like green hotel standard. Will 2008 be the year when one green hotel certification program, accepted by the majority of the industry, gets launched? What will happen to the other established programs if it happens? Stay tuned because the committee will meet next in late January at the Americas Lodging Investment Summit in Los Angeles.
4. Green hotel standard—part two. Only six hotels in the United States have achieved certification through the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) certification program. More than 100 projects have filed the paperwork for consideration. In the New Year, will more developers pursue LEED certification? Build to their own green standards? Or, not build green at all? The aforementioned AH&LA Engineering & Environment committee is currently discussing ways to help make LEED a better fit for lodging.
5. A green hotel association. There is a Green Hotels Association but not an association that meets on a consistent basis to help establish industry standards, offer educational and networking opportunities, organize conferences, lobby, etc. Will the AH&LA help to fill this role, or will an entirely new association emerge?
6. Green hotel brands. Which new hotel brands—those with significant green aspects, or less so—will gain the most development momentum? Element? NYLO? Starwood Capital’s “1” brand? Hotel Terra? Andaz? Proximity?
7. Conference craze. Look for every major hotel trade show and conference to have a prominent green presence—whether in educational sessions or on the trade show floor. Which event organizers will do the best job solidifying a leadership spot in this new industry space? Which events will appear totally out of step by not offering green options?
8. Down with smoke? In one respect, the year 2007 was a disappointing one, in my opinion, as just four U.S.-based companies announced new 100 percent nonsmoking policies—Choice Hotels International for its Comfort Suites brand, Gaylord Hotels for its three properties, Walt Disney World Resort for its owned and operated hotels, and Shaner Hotels for its 20-plus properties. Will 2008 be the year when more major brands go 100 percent smoke free?
9. Offsetting Impact. Few companies or associations in our industry have formally acknowledged the reality of global warming and travel’s impact on it. Will that change? An increasing number of companies are offering offsetting options to travelers so that they can contribute to renewable energy programs. Will these programs proliferate in 2008? Or, be seen as a way to dodge the action steps that can have a much more immediate impact—such as more efficient transportation, changes in operations, adoption of new technologies, etc.
10. Sustainability Managers. Increasingly, major hotel brands are hiring sustainability managers—sometimes at levels as high as vice president. In recent months, Hyatt Corp. hired an executive level sustainability manager. It will be interesting to watch how our industry’s major brands coordinate their sustainability initiatives. What companies will show the most leadership in this area?
These are just some of the environment-related industry stories I will be following in 2008. Keep reading Green Lodging News for updates and never hesitate to contact me with your news tips and press releases. Have a great 2008.
2008 Advertising Opportunities
If you are a supplier to the lodging industry and are considering Green Lodging News advertising, I recommend that you plan several months in advance. While there are numerous ad spots currently available, several have already been booked for many months into 2008. Please give me a call at (440) 243-2055 to discuss advertising opportunities.
As always, I can be reached at editor@greenlodgingnews.com.
