In my last article, “How to Tell Your Green Story When Times are Tough,” I talked about how to be more creative and targeted with your message in the midst of this challenging economy. The second part of my two-part series is entitled, “How to Capitalize on Green Trends & Opportunities During Difficult Times.”
A lot has changed since I wrote my last article. President Obama has taken office and put in place an economic stimulus package that includes investing in renewable energy and creating green jobs. As Americans are counting their dollars, they are looking for destinations and hoteliers to offer them a way to take their mind off their fears at a price they can afford. Here are some things for you to consider:
1. Local travelers are looking for ways to stay local and still have the opportunity to get away, unwind and maintain their healthy, eco-friendly lifestyle—and they are looking to you for some solutions. Staycations, or vacationing locally, are definitely on the rise and this makes sense due to the present economic situation. What can you do to make your hotel or destination attractive to these local travelers? How can you show them that you can provide an affordable, attractive vacation experience locally that meets their values and lifestyle?
2. Green energy is a central theme in this economy. President Barack Obama announced more than $20 billion for investment in a cleaner, greener economy, including $500 million for green job training. How can you capitalize on this as a hotel? Could you support or incorporate any renewable energy projects? Could you hold education-focused meetings on the importance of incorporating renewable energy into your facility or business? Could you partner with other solution providers who could provide a complimentary (alternative energy) service to your guests to show them your values align with theirs?
Get in Front of LOHAS Consumers
3. LOHAS (Lifestyles of Health and Sustainability) or geotourists value green, historical and cultural tours and travel experiences, and are willing to pay 20 percent more for services that align with their values. Considering this is a down economy, it’s important for you to realize that these travelers will pay more for travel experiences that align with their values, yet they may have fewer dollars today to put toward these experiences. They have to make choices, so you need to make sure you get in front of them with your message and rise above the other green clutter. It’s all about being able to connect with them in a very real, yet subtle way, allowing them to see your hotel or destination as a tool to help them unwind, stay healthy, and have green fun.
4. Target other niche audiences who might have a vested interest in staying in a greener hotel, such as families who have children with allergies. Allergies are on the rise, especially food allergies. Greener facilities release little or no toxins into the air, letting these children breathe easier. And if you have recognized the green and health connection by having a restaurant that serves organic and/or healthy cuisine, these parents will feel that your hotel recognizes their children’s need for foods that can meet their dietary requirements. Just make sure you inform these parents of this fact and really target them with your message. Think about where you can reach them and where they will be most receptive—perhaps a magazine for cooking gluten-free?
5. Green meetings are on the rise. I recently spoke at the Green Meeting Industry Council conference to quite a few industry leaders looking for more ways to offer green solutions as meeting planners or facilities. As companies realize that if they want to be perceived as a responsible company, they need to consider the triple bottom line, or as L. Hunter Lovins put it, “the integrated bottom line,” they’ll start incorporating more green aspects into their meetings. It’s up to you to show them how to accomplish this by:
• Showing them how they can offer various food options that appeal to the various audiences who might attend—vegans, vegetarians, etc.
• Showing them how they need to take into account that holding a greener meeting may mean looking at reducing certain food options such as meat and including more vegetables. Educate them about how cows are being fed animal by-products and other items that cause them to expel methane and other gases into the atmosphere. It doesn’t sound too pleasant, yet maybe they are not aware of this, and they need to realize that perhaps their audience is and expects them to act appropriately with the meeting they are holding.
• Educate them on what a carbon footprint is and how they may not want to advertise that their meeting is carbon-neutral even if they are purchasing carbon offsets.
• Once you have accomplished this with your meeting, make sure you tell people about it by including testimonials from satisfied clients who speak to how your event recognized their customer’s green and healthy values through your food choices, events, beverage offerings, and even accommodations.
Be Creative, Stand Out
As you take into account these factors and others, you need to understand that times have changed. With change come opportunities to be creative and stand out from the rest of the green pack. Find new ways to connect with your customers and clients and show them you understand what they are going through. Recently, one facility offered extra perks if clients booked a certain number of rooms when they held a green meeting. I have seen others donate a percentage of the cost of the meeting to a charity of the company’s choosing. Whatever it is, just make sure to follow these steps: inform, educate and reassure consumers and businesses that your facility is the real green deal and you understand quality and cost is a factor in this economy. Once they realize you get it and understand them, you’ll have a better shot at capturing their dollars and pulling out ahead even after the recession is over.
Colette Chandler is president of The Marketing Insider, is an expert in consumer environmental and health trends, and helps companies understand the consumers driving the trends. She consults, trains and speaks nationally on how to create authentic green brands. Sign up for her newsletter at www.marketing-insider.com. She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.
