Any new endeavor requires an element of change. And as we all know, change is hard. Even positive change is hard. But change is also a vital part of development, productivity, and—let’s face it—survival. As Andrew Carnegie once said, “Anything in life worth having is worth working for.” Businesses that lack the ability to adapt and grow will stagnate and decline. On an optimistic note, the changes we make do get easier (i.e. more natural) the more we practice doing them. It may not be easy, at first, to be green, but that fact in itself adds substance to your journey.
Consider the disciplines of hotel management: Is revenue management easy? Is managing online reputation easy? Is expense control easy? I think most hotel managers will agree, these disciplines take work, but with experience they all do get easier. Managers will also agree that success in these areas requires continued attention and willingness to adapt and respond quickly. But it’s worth the effort. The work we put in to achieve success in these areas pays off in many ways.
Now apply this concept to green initiatives. Is it easy being green?
In regard to building infrastructure, sustainable conversion is much more difficult than new green construction. It’s easy to “be green” when the hotel has been built green; it is not so easy when green attributes were not considered during the construction process. For some older hotels, certain efficiency retrofits may not even be feasible, which can sometimes be very discouraging. But remember, “The greenest building is still the one that’s already built.” (Justin Doak, USGBC). This means that overall new construction is more taxing on the environment than renovating an older building. For these reasons, prioritizing sustainability projects is crucial, identifying which retrofits will have the biggest environmental impact balanced with ROI and eventual cost savings. This work is not easy, but it is worth it.
‘Varying Shades of Green’
In regard to daily operations and occupant behavior, for those individuals who have already embraced a greener lifestyle, some green behaviors may come easy, such as reducing waste, recycling, and conserving resources. But, as we’ve already mentioned, if this is a new endeavor, it will require change, and change is hard. One of the great aspects about a hotel environment is the diversity of the workforce. According to Forbes Magazine, the hotel and catering sector ranked second for Top 5 Sectors in Workforce Diversity. There are great advantages to having a diverse workforce; but one of the challenges will be a vast spectrum in the “varying shades of green” between employees. Some will embrace green initiatives, others may resist. Finding an effective method of communicating expectations to all employees is critical. Communication and training will be most meaningful and relevant if it connects an employee’s direct actions to the environmental benefit.
In regard to meeting guest and client expectations, attentiveness and transparency are essential. The landscape for consumer awareness is constantly evolving. The general expectation today is that every hotel should be doing all it can to reduce environmental impacts. TripAdvisor’s GreenLeaders program has not only increased traveler awareness of sustainability efforts, but has empowered travelers to communicate their perceptions of a hotel’s eco-friendliness through user generated content. TripAdvisor’s transparent model of identifying each hotel’s reported green practices leaves little room for ambiguity and a big requirement for accountability. Hoteliers have an even greater responsibility to be attentive to the messages guests are giving them in regard to green practices, or they may suffer the pain of negative online reviews. Again, managing this arena may not be easy, but it is certainly no longer optional.
Bottom line: It may not be easy to be green, but nothing worthwhile is easy. Don’t let the perceived difficulty dissuade you from seeking environmental performance improvement. The more we practice, the better we get, and the easier it seems. Employ the tactics of established athletes: Visualize. But don’t visualize tasks, visualize winning, succeeding at your goal. When you visualize success you are mentally conditioning yourself to win. Ask yourself, “What am I committed to?” If the answer is long-term success, then embracing sustainability is the right path to take.
Strategies for Making it Easier:
• Plan ahead: Incorporate efficiency retrofits into your capital plan.
• Take advantage of rebates and incentives: Reduce some of the pain of retrofits by researching and claiming financial incentives for energy-efficient lighting and equipment and water-efficient fixtures, which may also include labor.
• Implement department specific training: Make initiatives more meaningful and effective by training employees on the specific steps that they can take that make a difference.
• Review and revise management incentives: Many reward and bonus programs for managers disregard sustainability efforts. In fact, managers may view green initiatives as conflicting with their bonus goal. Evaluate the existing bonus structure to ensure it is not inconsistent with environmental goals, and add a specific element of sustainability to the plan.
• Participate in transparent guest communication: Be honest and open about your efforts and encourage guest feedback and dialogue. Don’t resist—engage.
• Pay attention: Be certain that you are on track with the initiatives you have implemented, track performance, and listen to the voices of both your internal and external customers.
Julie Baylor is the creator of Green Hotel Resources and Steps to Certification. Consulting services provide assistance to hotels in establishing and implementing sustainable practices, developing green policies and procedures, and achieving green certifications. Go to www.juliebaylor.com.
