Let’s say you are planning a trip and you use TripAdvisor to help you identify a place to stay. Once you enter your destination and dates of travel and hit “enter” you are taken to a list of lodging establishments. At that point you have the choice of sorting your options by criteria such as “Best Value,” “Luxury,” “Romantic,” and “Green.” According to Jenny Rushmore, director of responsible travel at TripAdvisor, that “Green” option has been selected 100,000 times since TripAdvisor launched its GreenLeaders program earlier this year in April.
This past week I posted my fourth article in my series on green lodging certification programs—this time on TripAdvisor’s GreenLeaders program. Be sure to read the article. As mentioned in my column last week, more than 2,100 hotels and B&Bs now participate as either a GreenLeader or GreenPartner in TripAdvisor’s green lodging recognition program. GreenLeaders are those having seven required green practices in place—and that achieve a minimum score of 30 percent on the survey. GreenLeaders can reach either Bronze, Silver, Gold or Platinum status. GreenPartners are those that have just the seven required practices in place. Participants are required to complete a lengthy survey.
I read through the TripAdvisor survey carefully and was impressed at how thorough it is. It is clear the folks behind the survey spent the same quality time those behind other green lodging certification program applications have spent. I provide more details on the survey creation process in my article.
Hilton Has Most GreenLeaders
Jenny told me the chain with the most properties currently represented in GreenLeaders is Hilton (300 properties), followed by Marriott (200), and IHG (150). Unique to TripAdvisor is its posting of comments from travelers. Jenny says TripAdvisor has already received more than 8,000 comments about properties’ green practices. “We are working on the process to get them to show up on TripAdvisor,” she says.
Participation in GreenLeaders is free. How that approach to green recognition/certification impacts the other green lodging certification players remains to be seen but it is clear that it is difficult to compete against “free.” Of course TripAdvisor also has its 200 million site visitors a month. The other green lodging certification programs, which have tended to do a poor to fair job reaching out to consumers, definitely have their work cut out for them. Alexa.com, a site that ranks websites based on Internet traffic, shows the TripAdvisor site ranked at No. 196 in the world. The other green lodging certification programs Green Lodging News has profiled in recent weeks are nowhere close.
TripAdvisor is also doing a superior job presenting information online about properties’ green practices. The other certification programs need to pay attention to that. It takes a lot of manpower to keep up with that kind of information flow. How will Green Key Global, Green Seal, Audubon International and the other certification programs respond? Time will tell.
Thousands of ‘Auditors’
Like other green lodging certification programs, TripAdvisor’s GreenLeaders program has an on-site audit component. Traveler feedback may trigger an audit and the auditor, The Cadmus Group, will conduct audits throughout the year to further ensure claim accuracy and program integrity. Of course it will be fascinating to read the traveler comments about properties’ green practices that TripAdvisor intends to post sometime soon, as travelers, in their own way, audit the places where they stay.
What has your reaction been so far to TripAdvisor’s program? I would love to know. Do you see participation in the program as a step that will be taken instead of participation in another green lodging certification program or programs? Or, in addition to another program or programs? I can be reached at (216) 848-1406, or by e-mail at editor@greenlodgingnews.com.
GLN Adds Kelley’s PTAC & HVAC Cleaning as Directory Partner
Green Lodging News welcomes Kelley’s PTAC & HVAC Cleaning as a Green Product & Service Directory partner. Kelley’s PTAC & HVAC Cleaning has been providing HVAC cleaning service nationwide since 2004. The company’s professional truck mount systems produce quality results, whether it’s PTACs, VTACs, Fan Coil Units, Heat Pumps or other HVAC components. The company has assisted many of the most successful owners and management companies in the hospitality industry, increasing guest satisfaction while reducing energy consumption and maintenance costs. Kelley’s PTAC & HVAC Cleaning also serves educational institutions and assisted living communities. Call (866) 614-PTAC (7822), e-mail kelleysptac@sbcglobal.net, or go to www.kelleysptac.com for more information.
Who is Your Sustainability Champion?
Green Lodging News is always looking to profile sustainability champions in our Personnel Profile section. If you would like to nominate someone for this section of Green Lodging News, contact me at (216) 848-1406, or by e-mail at editor@greenlodgingnews.com.
Looking for Guest Columnists
Every two weeks Green Lodging News posts a new guest column on its website. (Click here for examples.) The guest column also appears in the weekly e-newsletter. Green Lodging News is currently in need of industry experts to contribute occasional guest columns. Experts may include consultants, architects, designers, suppliers and those who own or operate green lodging establishments. Columns may be articles that take a stance on a particular subject or be strictly educational in nature. Columnists benefit by having their photo included along with a one paragraph description of their company. Interested in writing a column? Contact Glenn Hasek, publisher and editor, at (216) 848-1406, or by e-mail at editor@greenlodgingnews.com.
Planning Advertising for 2013/2014?
Green Lodging News is accepting reservations for advertising spots for 2013 and 2014. Many excellent spots are available on the website and in the weekly e-mail newsletter. Many Green Supplier Spotlight dates are also available. Interested in receiving a 2013 or 2014 media kit? Be sure to contact me as soon as possible at (216) 848-1406, or by e-mail at editor@greenlodgingnews.com. Media kits can also be accessed by clicking here. Thank you to all of those companies that consistently support Green Lodging News.
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As always, I can be reached at editor@greenlodgingnews.com.
