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MAY: Hotel Sustainable Development: Responsible Decision-Making for the Near and Long-term

Eric Ricaurte

Sustainability is becoming embedded in performance measurement as standard key performance indicators (KPIs) and is transitioning from a best practice to a cost-of-doing business by customers and investors, and even being mandated by regulators. What are sustainability KPIs? Though sustainability KPIs cover a wide scope and may not be fully understood within the industry yet, the language is quickly changing. Just because some facet of performance is difficult to understand doesn’t mean we don’t still place significant value on it. Take “guest satisfaction” or “brand value” as two prime examples of difficult to measure, yet extremely significant KPIs. As such, a few key items for performance measurement clearly emerged under the sustainability umbrella for hotels—energy, water, waste and GHG emissions. KPIs around these four items can and are used to evaluate the performance of a hotel. Sustainability is becoming embedded in performance measurement as standard key performance indicators (KPIs) and is transitioning from a best practice to a cost-of-doing business by customers and investors, and even being mandated by regulators. READ MORE

Glenn Hasek

NATIONAL REPORT — According to the latest “Energy Infrastructure Update” report from the Federal Energy Regulatory Commission’s Office of Energy Projects, solar power provided 20.4 percent of new electrical generation brought into service in the United States during 2014. Solar now accounts for about 1 percent of total installed operating electricity generating capacity in the U.S. According to Sun First Solar, the amount of electricity generated by solar systems has tripled in the U.S. in the last three years. The amount of solar power produced today is enough to power 3.6 million homes. A primary driver of increasing interest in solar is cost. Costs for solar panels are down 50 percent from where they were five years ago. READ MORE

JoAnna Abrams

The hotel industry has made great strides in sustainability, achieving cost savings and, according to a recent study by Cornell University, revenue benefits. Whether referencing the LEED rating system, greenhouse gas emission reduction and energy efficiency, water conservation or recycling, there is a key group directly responsible for the industry’s progress--suppliers. This same group is the next area of sustainability focus. Increasingly, investors, NGOs, customers and guests are demanding greater disclosure of an organization’s supply chain performance. Why? The impacts of climate change and access to information have created new risks for global organizations tied directly to their suppliers. READ MORE

Bruce  Collins

From the advent of "Earth Day" in 1970 to today's opportunities for offsetting a carbon footprint, sustainability has evolved from an ideal and a concept to a way of life. And it's just as critical to the hospitality industry, because consumers are increasingly making their purchase decisions through the lens of environmental impact, today and in the future. As hospitality developers, this is something we can address at every single stage, from site planning to construction as well as daily operations. READ MORE

Coming Up In The June Online Hotel Business Review


Feature Focus
Hotel Sales & Marketing: The Shift to Digital is Leading the Way
Hotel Sales & Marketing departments have been dramatically transformed in recent years. Advances in technology have prompted changes in consumer buying habits, and these professionals have had to adapt to keep up. Like so many other facets in the industry, the shift to digital is leading the way. An established online presence provides marketing professionals with more direct interaction with their guests; the capacity to collect more detailed information about them; and an increased ability to share their brand stories. These endeavors can be accomplished through website usage but increasingly, social media is assuming a larger role in the digital mix. Social media has moved marketing into a new era. Hotels that offer a good product, at a good value, and consistently deliver that product and price, will benefit from thousands of people who view positive comments on travel review sites. Online reviews continue to be a popular way for users to determine which companies they can trust. And though online marketing may have changed how professionals connect with and convert customers, they still need to focus on traditional marketing channels as well - ones that are cost-effective; protect price integrity; and which generate the most bookings. Some of the larger chains are employing efforts that feature both a top down (global) and bottom up (local) approach to ensure that new business is generated from the greatest number of sources. These include the use of loyalty programs, monthly e-mail newsletters, brand identity tools, advertising campaigns tailored to specific regions, regional marketing co-op programs, and business-to-business marketing campaigns. The November Hotel Business Review will examine some of these critical issues and explore what some sales and marketing professionals are doing to address them.