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?

Trevor Girard
Trevor Girard
Director of Standards, Hotel Resilient

Public awareness of sustainability issues is now at a level where consumers are no longer satisfied with hearing that a company cares about the environment. Hotel guests will now take the time to learn about a hotel's environmentally friendly policies and judge for themselves if the activities are truly sustainable.

This awareness among travelers is strengthened by the abundance of sustainable initiatives being implemented by hotels that are not only minimizing their environmental impact, but actually improving their surrounding environment and local community. From hotel and resort initiatives to restore ocean reefs or mangroves, to protecting native species, to purchasing only local produce, there are a growing number of initiatives that provide visible evidence that the chosen policy is making a real difference. Visibility of results is key, something often lacking when a hotel is merely 'greenwashing' its activities.

For example, signage promoting water conservation policies may be an indicator of a hotel's good intentions, but it is far from proof that the hotel has a net-positive impact on the environment. Sustainability is about holistic policy, rather than one-off steps. The guest should see results of sustainable practices throughout the hotel, whether it is light sensors, passive shading, rainwater harvesting, use of native vegetation, protection of habitats, or locally sourced food and products. If done right, the hotel's commitment to sustainability should be understood without the need for tacky signage.  

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