Green Marketing – The Benefits of Green Marketing For Hotels
Green Marketing: The Benefits of Green Marketing
More About: Green Hotelier, Hotel Industry Trends, Hotel News
15 February 2011
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Leigh Tymms Makes the Business Case for Green Marketing
Green Technology: Green Technology for Hotels
Corporate Social Responsibility: Hotels Committed to Sustainability
The Green Hotel: A New Culture
Hotel Marketing: A Balanced Hotel Marketing Strategy
The business case for green marketing is strong – so what will it take to get you to “green up”? We ask Leigh Tymms from Green Edge Environmental how improving your green credentials could rejuvenate your marketing campaign.
Hotel-industry.co.uk: What are the key marketing benefits of improving a hotel’s green credentials?
Leigh Tymms: Enhancing environmental performance is a method of differentiating a hotel, and forward thinking hoteliers can successfully use this differentiation to deliver a competitive advantage and increased revenues. It enables them to generate additional positive publicity and engage with existing and new target customers.
Having an effective environmental management system in place is becoming crucial for any business seeking to win business from the corporate business and public sector markets – many of whom will screen suppliers for proof of environmental policies and performance.
Hotel-industry.co.uk: Your recent research showed that many hoteliers are slow in seeing the benefits of attaining a GTBS award. Why do you think this is?
Tymms: We contacted over 200 hotels last summer and found that many were fully engaged with responding to the challenges of the recession and keeping overheads down. Unfortunately this often meant that environmental issues were given a low priority – ignoring the fact that there are often cost savings associated with such things as improved energy and waste management. There were of course some who bucked this trend, typically the larger hotel groups, and are making great strides through GTBS or their own approach to environmental management.
We found it interesting that in many of the hotels that we reviewed, the employees and the hotel managers were very keen to make real environmental progress. However, when it came to private owners being prepared to consider making an investment in green improvement, this was considerably more challenging; and we were surprised to find how many of these owners lived overseas.
Hotel-industry.co.uk: Is their solid evidence to suggest that guest preferences are “going green”?
Tymms: There are a number of surveys that demonstrate such a trend for the hotel marketplace and these support wider UK research of an increasing environmental awar
- Green Hotelier News: IHG part of industry Carbon Measurement Initiative (hotelier.typepad.com)
- Transform Your Online Green Marketing by Focus on the Boring Stuff (triplepundit.com)
- Marketing to Green Consumers (prnewswire.com)
- Restaurant Equipment and Supplies (foodservicewarehouse.com)
- When Does Green Marketing Become Greenwashing? (thinkup.waldenu.edu)