Both clichés and greenwashing are amongst the biggest traps to fall into when communicating sustainability. A "let's save the world" claim and tacky towel policy stickers are superficial and unappealing and could be a turn-off to the small group of environmentally and socially-conscious consumers. Green certification and lengthy, detailed corporate sustainability reports may (potentially) be of interest to a small niche group of highly activist consumers, who may not buy into that type of corporate hospitality in any case. However, there is a growing number of informed travelers: Those in search of genuine wellbeing and meaningful experiences at no (or as little as possible) cost to the planet. What works and what doesn't work in communicating sustainability? Any recommendations in regard to communication entering this critical decade?

Suzann Heinemann
Suzann Heinemann
Founder and CEO of InfraCert GmbH

Communicating beyond clichés and greenwashing: Sustainability in hotel operations is very diverse. Energy issues certainly play a major role, but the entire purchasing process is also an essential part of sustainable operation. It is important that the guest perceives this in the hotel and feels safe to make their stay with a clear conscience. The purchasing manager and/or the F&B manager looks very closely at the suppliers and their products and prices. The delivery route is a major CO² driver, which is why hoteliers often rely on regionality. The big challenge is whether the regional supply partner can always deliver sufficient quantity and quality at the right time.

What strategies are being implemented to reduce food waste at buffets?

The same procedure as every day? No, it depends on the number of guests! Afterward, it should also be decided how the buffet and breakfast buffets will be prepared. With fewer guests, the offer can be arranged on smaller plates, baskets, and bowls. The selection of products can remain the same and the guest does not have to do without anything. For this purpose, standards should be set, from which the number of people the buffets are prepared and served.

In the meantime, the porcelain industry has also done quite a bit. Hoteliers and restaurateurs have a diverse selection of small porcelain and glass bowls available for portioning. With and without a lid, the dishes look fresh and appetizing. The guest feels that it is much more pleasant, individual and evaluates it positively.

Packaging waste vs. Food waste - what is easier to avoid?

Sustainable companies, in particular, take great care not to serve packaged food in order to limit their own plastic consumption and to minimize the amount of waste. In the hotel rooms, more and more people are switching to large soap dispensers and the small amenity are not supposed to be plastic-packed and also comes from an organic fair trade series.

Do good and talk about it!

- a surely outdated saying that can be renamed today in the age of social media rather "Do good and let everyone participate in it." Anyway - communication is everything! Sustainability also means modernization and that has to be carried around the world! If possible across all channels.

Last but not least, certifications and environmental seals will certainly help to convey sustainability even better.

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