Ecotourism and Sustainability are undeniably connected, but we often look at ecotourism as interacting with nature only, but it really encompasses the full spectrum of sustainability as well.
The fastest growing segment of the hospitality consumer is the ecotourist. Consider the statistic that 19 percent (44 million) of the U.S. population is considered a LOHAS (Lifestyles of Health and Sustainability) consumer. They are dedicated to personal and planetary health. Not only do they make environmentally friendly purchases, they also take action—they buy green products, support advocacy programs and are active stewards of the environment, according to NMI (the Natural Marketing Institute), a leading business consulting and market research firm.
Trip Advisors’ 2010 Travel Trends Survey found a hotel having “green” policies factors into 33 percent of travelers’ booking decisions.
According to TIES (The International Ecotourism Society), ecotourism is a form of tourism that involves visiting natural destinations; in the wilderness or urban environments, with local culture, flora and fauna being the main attractions. Ecotourism provides for conservation of lands, forests, water, wildlife, plant life and minimization of tourism’s own environmental impact.
Ecotourism is more than just your hotel being close to a natural wonder or a wildlife preserve. Ecotourism and sustainability are unquestionably connected. LOHAS consumers are both attracted to authentic natural and cultural activities as well as how well your hotel and community care for the local environment. Consider these three questions: (1) What does your hotel do to be an authentically sustainable facility? (2) How is your community or city doing on its path to sustainability? (3) On your property and in your community, what are the natural and cultural opportunities for your guests?
Now that we know what we need to focus on, how do we get there? Here is an example property that is focused on all three areas of ecotourism; a sustainable facility, assisting its community to be more environmentally and socially responsible and providing opportunities for its guests to interact with nature as well as the local culture. We will call it The Eco Hotel, and here are some of the things that this hotel does.
Focus on Operations, Community, Employees
Our sample property focuses on sustainable operations throughout every aspect of the business; doing what is best for the environment, guests, employees and the profitability of the enterprise. It offers social and environmental education programs designed to explain the sustainable aspects of the entire hotel and guestrooms, explain how guests can become more sustainably focused while staying at the hotel and when they return home, and provide a method to share that information with their family, friends, and coworkers.
It is a written policy of the company that 10 percent of the net profits will be designated for charitable contribution. Partnerships with nonprofit charitable organizations facilitate both monetary, time and energy and space and events contributions.
Our sample hotel provides a living wage for all employees—including full- and part-time workers—and a competitive total compensation package, with strong and understandable procedures to ensure fair treatment of all.
Location of the hotel is an exceptional ecotourism site at the entrance to a 160,000-acre wildlife preserve, the National Seashore Beaches, near a 450-acre conservation preserve, miles of unspoiled intercoastal waterway and adjacent to a 21-acre scrub jay preserve; giving guests a plethora of opportunities to interact and learn about regional nature and wildlife.
Sample Ecotourism Packages Offered:
• Nature experiences (bird watching): A local ecotourism guide and birding expert offers tours by hiking and/or by sea kayak.
• Professional fishing guided experience: a local fishing guide featured on ESPN and an environmentalist would take guests to the best fishing spots along the Intercoastal Waterway by boat. Fishing equipment would be provided by the guide and the guest would be picked up right at his own dock.
• Kayaking experiences: The area has some of North America’s most biologically diverse estuaries. Tours will paddle alongside dolphins, manatees, and mangrove lined shorelines populated with thousands of wading birds, osprey, and many other species.
• Bioluminescent kayak package: It starts before dark and provides bird watchers with an excellent view of birds in their natural habitat. As darkness falls you will notice that your paddle strokes glow in the water. Mullet swimming and jumping in the lagoon will produce flashes of brilliant light. Visitors on the tour often say things like, “I could have stayed there all night watching the mullet jumping and the sea grass shimmering. Every time we mention this trip to a friend or relative, they want us to take them. I was a little anxious about being in the middle of a lagoon in my little kayak late at night, but the fear faded away very quickly as I became enthralled with the experience.
These are just some examples of the things that any hotel can do on its path to becoming more sustainable from a holistic perspective. How can your facility tread more lightly on the planet? What can you do to provide a better environment for your employees and guests? How can you help your community to become greener? And what are the natural resources in your area that you can use to help educate guests about flora, fauna and culture?
Dina M. Belon is a principal and an owner of RUSH Hospitality, a sustainable hospitality renovation company, providing design, procurement and construction services. Dina is a licensed interior designer in the state of Florida, and a LEED Accredited Professional. She is an active member of the U.S. Green Building Council. Additionally, Dina is very involved in NEWH (The Hospitality Industry Network), chairing the Sunshine Chapters Sustainable Committee, and as a member of the International Sustainable Hospitality Committee, which helps educate the hospitality community on sustainability. Dina is also a member of the ARDA (American Resort Development Assn.) Construction and Design Committee and the Sustainability Task Force. She can be reached at dbelon@rushhospitality.com.
