With green certification programs still being fairly new and most consumers not understanding what they mean, it can become increasingly difficult to know how to market a green hotel. Choosing to just focus on certification can leave leisure travelers and meeting planners alike confused by the myriad of green-certified symbols. It’s a much better idea to choose to focus on your hotel’s green offerings, mission and values—what sets it apart.
It’s easy to assume that the eco-conscious travelers will naturally find your green hotel and choose it because it is green, but that is not always the case. It reminds me of the concept, “build it and they will come.” Just because you are a certified green hotel does not mean that consumers will know it or, as I mentioned previously, understand what it means. It’s your job to teach them. Here are a few things to keep in mind.
• Tell them why your hotel is certified as a green hotel.
• If you’re one of just a few in the area, make this a point of differentiation, emphasizing your commitment to the planet and the strict standards to which your hotel adheres. This gives you an opportunity to emphasize your programs.
• If your hotel encourages consumers to reuse their sheets and linens, explain why.
• Tell them how you carry your commitment to environmentally friendly operations through the companies and vendors with whom you align.
• Explain the importance of conserving natural resources and how your hotel supports this.
• Teach your front desk people how to make your guests aware of your efforts. Give them opportunities to get involved and be part of the solution. Many consumers want to get involved; they just don’t know where to start.
• Do you use organic products if possible, especially when cleaning the rooms? Why not tell your guests about it in your literature, or put a leave-behind placard in the room mentioning it and its benefit? For example, “Your room was cleaned using organic and environmentally friendly cleaning products…”
• Have you overhauled your hotel to include solar panels or fluorescents? Make it known to your guests why you are committed to the planet and how it benefits them. Mention it in your member newsletter or company literature.
• Teach them about reducing waste in landfills by donating your hotel’s used linens and furniture to a local charity.
• Communicate your in-room conservation practices, such as low-flow showerheads, faucet aerators, etc.
Promote Overall Benefits
Hotels, like many other businesses, mistakenly list features rather than overall benefits. Here are some examples of what you can say:
• “Our hotel was built using environmentally friendly materials, such as bamboo, reducing the toxins that are normally emitted into the air by non-renewable resources.”
• “We use bamboo sheets that are made from natural fibers. Not only do they feel like silk, because they naturally breathe, but you’ll experience a more restful and comfortable sleep.”
Naturally, marketing your green initiatives will help you gain additional exposure in the media. The media likes to know about innovative companies, and now they’re starting to look for more environmentally friendly stories. It’s okay to use this to your advantage by highlighting your hotel’s other initiatives. Not only will you continue to educate consumers on why they should choose your hotel over others, you’ll succeed in getting consumers to talk up your initiatives.
Find new ways to reach out to consumers who are looking for greener travel options by listing your hotel in the Natural Green Pages or various other green-oriented websites. Extend your message through your vendors and you’ll reach out to even more people in a cost-effective manner.
Just remember to continue to find new ways to show your commitment to the environment. It’s not enough to be green; consumers expect you to perform equal or superior to conventional hotels. Just make sure you’re communicating it to them every step of the way.
Colette Chandler is an expert in consumer health and environmental trends and the President of The Marketing Insider, a marketing and communications consulting firm that teaches companies how to profit from consumer trends. She can be reached at (614) 776-1416, or by e-mail at cchandler@marketing-insider.com.
