The U.S. lodging industry, represented by multiple national and state level lodging certification programs, should look to its neighbor to the north—Canada—to learn how one single certification program could work. Run by the Hotel Association of Canada (HAC) with the assistance of a consultant, Canada’s Green Key Eco-Rating program has more than 400 rated hotels and motels with an additional 400-plus in the pipeline. According to Tony Pollard, HAC’s president, a total of 2,000 hotels could be Green Key rated by the end of next year.
Why is Canada’s program blossoming so quickly? There are several important reasons. First of all, it is run by hoteliers—the HAC—for hoteliers. That brings the program immediate respect. HAC also has made the program easy to access. Participants can complete the application process online in their own time. The program is also comprehensive and affordable—for any size independent or chain hotel. Finally, it is recognized by Canada’s government. In fact, some government departments require travelers to stay at Green Key hotels.
The fact that Green Key does not require third-party verification also is important. It relieves HAC from having to create an expensive organization to manage inspections. Those costs would otherwise be passed along to Green Key applicants. To keep program participants honest, HAC does do spot audits. Would a hotelier really risk falsifying an application? I don’t think so. What would be the point? There is so much to lose: reputation, potential energy savings, government business and more.
Not requiring third-party verification is allowing the Green Key program to reach critical mass faster. By the end of next year, about one out of every three hotels in Canada will have from one to five green keys as a rating, with five being the best. With so many hotels participating, and with travelers seeking out Green Key properties, you can bet the other 70 percent of Canada’s hotels will not be far behind in seeking out certification.
Time to Emulate Canada?
Assuming HAC’s program continues to be successful, what lessons can the U.S. lodging industry learn? Should the American Hotel & Lodging Assn. run a similar program? Or, continue to push the Energy Star program as it does now? What about all of the other certification organizations—Green Seal, Green Globe, Audubon Green Leaf, the state government agencies, etc.? What should happen to them?
For now, all the various U.S. certification programs should continue. They are all accomplishing good things for the environment and for business—even if only a tiny percentage of all U.S. hotels participate. Wouldn’t it be nice, however, if we here in the United States were as far along as our friends in Canada? If that were true, thousands and not hundreds of hotels would have been rated already.
If the U.S. lodging industry should ever want to match what is happening in Canada, it has to make some changes. Eventually there should be one nationally recognized and promoted green hotel rating system, even if other programs continue along at the same time. The rating program should be simple, marketable, easy to join, affordable, thorough and creative.
For Canada, taking a program from 400 hotels to 2000 participants in a little more than a year will take leadership and a lot of work. I am sure the effort will be well worth it. To be honest, as a member of the U.S. lodging industry, I am more than a little envious. It is high time we do something similar here in the United States. Who will lead our effort? Only time will tell, but continue to read this column for updates.
Odds and Ends
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As always, I can be reached at editor@greenlodgingnews.com, or by calling (440) 243-2055. I look forward to hearing from you.
