Environmental Sustainability and Hotel Marketing

A JupiterResearch report entitled ‘Green Online Travellers’ takes an in-depth look at travellers’ interest in the environmental impact of hotels and tourist destinations, particularly among those who book their trips online. The study states that 42% of online customers have environmental concerns, and that there is a committed core—a 7% niche—for whom sustainability and environmental responsibility determine their purchasing decision. It is indeed a minority niche, but the strength of its preferences is a clear signal of the type of offerings this segment expects to receive. We are at a stage of redefining and fragmenting customer segments. Rather than creating complexity, this becomes an enabler when it comes to directing our actions—as long as we have clearly identified the niches relevant to our property and for which our establishment is fully equipped to meet their expectations. Such clearly defined customer attitudes make our acquisition and loyalty-building efforts far easier and more effective. In response to this, and with a strong customer focus—that is, hospitality products that evolve or are developed on the basis of the preferences, tastes and values of the niches they target—interesting projects have emerged, including some of our clients, such as Ecotrotters and EcoTulum Resorts & Spa. Ecotrotters is an Eco-Traveller Community where members share experiences that enable the rest of the community to plan their trips. It also promotes co-creation by encouraging user participation, which is translated into added value and supplementary services for hotels. EcoTulum is a hotel group with boutique properties in the Riviera Maya, whose core principle is respect for the environment and for people. Indeed, the boutique concept can also be sustainable. The classification of hotels and tourist destinations according to their level of environmental responsibility has been successfully addressed by a recently launched website, Whole Travel, which has created a hotel ranking based on:

• Environmental policy, or practices implemented to this end.
• Energy and economic management.
• Social and cultural policy.
• Guest interaction.

More information about this ranking can be found on the Wholetravel Foundation website, which, naturally, was created to promote the sustainability of tourist destinations. I believe these projects, along with many others that already exist around the world, offer a powerful and appealing combination:

1. Respect for our planet.
2. Customer focus.
3. A philanthropic attitude.
4. Effective marketing.
5. Profitability.

Four elements that I do not see fully combined in many of the companies that appear in the news every day because of their environmental policies.