Leading the path to sustainable hospitality
Responding to the demands of conscientious travellers, global hospitality businesses take a more comprehensive approach to sustainability.
Sustainability within the hospitality industry has come a long way since the arrival of in-room suggestions to reuse towels and save water. Hotels and other hospitality businesses are increasingly taking a more mature approach that incorporates socially responsible practices as well as sound environmental and economic policies.
As public awareness and consumer confidence in sustainability grow, the pressure is on for the travel and tourism sector to walk the talk — according to Booking.com’s 2018 Sustainable Travel Report, 87% of global travellers say they want to travel sustainably. In 2019, we can expect to see hospitality companies implementing more innovative practices to benefit people and the planet as well as financial performance, while also ensuring that guests are aware of their good deeds. stream, it will take more than claims of good intentions for businesses to convince conscientious consumers. Transparency will become even more important in the future as ethical travellers seek evidence to back up messages of corporate social responsibility (CSR).
Leading the way are hotel groups such as Nordic Choice Hotels, Scandic Hotels Group and Accorhotels, which have set new industry standards in CSR transparency by releasing annual public reports and other detailed information on the sustainable practices they follow. Notably, the most effective brands focus not only on their environmental impact, but on their impact on society; for example, Nordic Choice’s “Wecare” sustainability approach highlights six areas of action, which include local social responsibility, ethical trade, diversity and initiatives against child trafficking. Airlines,royalcaribbean,carnival Cruise Line, Mcdonald’s and Starbucks have all launched initiatives to phase out the use of plastic straws, and we can expect to see more businesses replacing single-use plastics with ecofriendly alternatives in 2019.
SOCIAL COMMITMENT AND TRAVELLING WITH PURPOSE
Innovative brands are also highlighting their engagement with social causes, often resulting in a more authentic experience for guests, who play an essential role in making these community initiatives possible. For example, Good Hotel London combines premium hospitality with a social business concept. The floating hotel docked on the River Thames provides long-term unemployed locals with hospitality skills, on-the-job training and a full-time salary. Afterwards, trainees are redirected to permanent job opportunities in the local economy.
In Vienna, Magdas Hotel is dedicated to helping refugees overcome barriers to employment and social integration. Two thirds of the hotel’s staff are people with a refugee background, and the hotel celebrates this diversity, encouraging travellers and staff to interact. Meanwhile, beyond the hotel industry, Starbucks has made a commitment to hire 10,000 refugees worldwide by 2022.
ENTERING THE CIRCULAR ECONOMY
Finally, the shift towards a circular economy system has the potential to transform the hospitality industry. The Ellen Macarthur Foundation defines a circular economy as one that is “restorative and regenerative by design,” as opposed to a linear “take, make and dispose” economy. It’s a model that resonates with the “leave no trace” ethos championed by nature lovers and the ideals of responsible travellers.
More sustainable innovations are on the way. Scheduled to open in 2021, Norwegian hotel Svart will be the world’s first energy positive hotel concept by the Arctic Circle.
For the future of sustainable hospitality, going in circles may not be such a bad thing.