LOS ANGELES—Often lost in the conversation about green lodging certification in the United States and Canada is the Green Globe brand. There is good reason for it. Only one hotel in the United States—the Pan Pacific Hotel Seattle—is Green Globe certified. There are none in Canada. The InterContinental Chicago will soon be certified. A handful of non-lodging businesses in the United States are also certified but that is it. Yet, the Green Globe brand is thriving outside of the United States and Canada. Guido Bauer, CEO of the Los Angeles based Green Globe, says there are now 433 lodging establishments certified worldwide—primarily in the Caribbean, Europe, Middle East, and Asia. Supporting those properties is a staff of 13 full-time employees and a team in the field comprised of 200 accredited auditors, 50 of which, Bauer says, work for Green Globe on a regular basis.
Powering the Green Globe brand is not only its staff but also a collection of websites including www.greenglobe.com, www.greenglobe.travel, and www.greenglobemeetings.com. Green Globe also has a well-oiled public relations effort with a blog, frequent press releases, an e-newsletter, App for Apple and Android devices, Twitter account, YouTube channel and Facebook page.
Why has Green Globe not gained traction in the United States? Bauer cited several reasons. First, he says Green Globe is not a mass product. Second, “Sustainability in the United States is 20 years behind other parts of the world,” he adds. And, Americans, he says, are not yet in a position where sustainable business practices are critical. “Energy is still cheaper [in the United States] than anywhere else in the world,” he says. “In the Caribbean, your electric bill is 10 times higher. [Americans] live in a society where everything is available all of the time.”
Rates Based on Property Size
From a cost perspective, Green Globe scales its rates based on property size. A property of up to 19 rooms will pay an annual membership rate of $750 while a property 250 rooms in size and larger will pay $5,000. Discounted corporate memberships are available. All properties must undergo on-site verification.
While the cost of Green Globe certification is higher than other certifications offered in the United States, Bauer is confident of the return on investment that comes with certification. He says Green Globe certification will result in a reduction in operating costs ranging from 2 percent to 22 percent.
In its criteria for certification, Green Globe considers activities in the following four categories: Sustainable Management, Social/Economic, Cultural Heritage, and Environmental. Under “Environmental,” for example, areas such as purchasing, energy consumption, water consumption, waste management, landscaping, and even interactions with wildlife are considered.
Based on Other Recognized Standards
The Green Globe Standard is based on the Global Sustainable Tourism Criteria, Global Partnership for Sustainable Tourism Criteria (STC Partnership), Baseline Criteria of the Sustainable Tourism Certification Network of the Americas, Agenda 21 and principles for Sustainable Development endorsed by 182 Governments at the United Nations Rio de Janeiro Earth Summit in 1992, and ISO 9001/14001/19011 (International Standard Organization).
In addition to Hotel & Resort and Meeting & Events, Green Globe certification is available for the following sectors: Attraction; Business (Wholesale/Retail); Congress Center, Meeting Venues; Cruise Ships (River & Ocean); Golf Course; Organization; Restaurant; Spa; Health Center; Transportation (Mass Transportation, Bus Company, Limousine Service, Car Rental); and Travel Industry (Tour Operators, Destination Management Company, Meeting & Incentive Industry).
Version 1.7 of the Green Globe Certification Standard will be released later this year. It will combine Green Globe’s Hotel & Resort and Meeting & Events standards.
Go to Green Globe for more information.
Glenn Hasek can be reached at editor@greenlodgingnews.com.
