Sustainability. A Competitive Advantage in The Hospitality Industry
By Alejandra Guzman
Click aqui para español- >Sostenibilidad. Una ventaja competitiva en la industria hotelera
I inaugurated 2020 by participating as a speaker during the Independent Lodging Congress (ILC) that took place in New Orleans. This groups’ events focus on discovery, collaboration and idea generation for the hospitality industry. The ILC strives to connect visionaries and leaders inside and outside the lodging sector for the betterment of the industry and the communities they serve.
I was invited to discuss how the hospitality industry can embrace sustainable practices while promoting the success of their business. I started by clarifying that the concept of sustainability comprises economic, environmental, and social pillars. When an organization focuses on the environmental and social areas, the competitive advantage of economic sustainability is achieved.
Millennials are known for gravitating towards organizations that promote good social and environmental practices, especially sustainability. This generation is looking for meaningful and unique experiences that make them feel more connected to their communities, to other people, and to the world. The hospitality industry is responding to this trend by taking measures to cater to this market with changes like installing energy-efficient systems, adopting efficient waste management techniques, instituting green building rating and certification systems, and marketing themselves as eco- and community-friendly destinations. Hotels are also evaluating their internal policies and the impact they have on stakeholders to become more socially responsible, understanding that their operations impact the community at large.
The National Geographic has created Unique Lodges of the Word, a curated list of less than 60 lodgers worldwide that get recognized for engaging in responsible practices. These lodgers are selected based on four criteria: unparalleled experience, environment, authenticity, and sustainability.
One such hotel is Finca Rosa Blanca in Costa Rica. The 30-acre location includes an organic, sustainably forested coffee plantation of 7,000 trees, and creates a sense of belonging to the community by including culturally relevant practices in the hotel’s operations. Finca Rosa Blanca exclusively hires locally and develops relationships with schools and residents in the surrounding villages. They encourage ecotourism and support environmental consciousness and proactive sustainable practices. They have plans in place for recycling and regeneration, avoiding toxic chemicals and engaging in organic agriculture to reduce their ecological footprint and mitigate their impact on climate change. They have received several other awards and certifications including Costa Rica’s Certification for Sustainable Tourism and are one of many great examples of how sustainability is a competitive advantage in the hospitality industry.
If you are interested in learning more about best practices in the hotel industry, make sure to visit the ILC Congress webpage (ilcongres.com). Perhaps you want to plan your next vacation to a fabulous and sustainable destination? Then the National Geographic Unique Lodges of the World website is the way to go! Visit nationalgeographiclodges.com for more.