Managing the megatrend sustainability
In light of a code red in the climate crisis in combination with different stakeholders such as customers, but also legislators and investors demanding more visibility and commitment towards sustainability, having a position with regards to sustainability is the new normal. The UN Climate Change Conferences COP27 is only just over, and it’s clearer than ever that we are all responsible for the future wellbeing of our societies, economies and above all our planet. This requires change, and industries such as the hospitality sector must rethink and restructure long-established processes at the least, and the way the business is set up at best. This is a change that cannot happen overnight – it takes both time and resources. Confronted with this challenge, the sustainability journey might at times feel like a struggle and too large an investment to make. But this is not how it has to be.
The commitment to sustainability requires a long-term mindset
While there are always low-hanging fruits, truly changing the business towards more sustainability takes a long breath. As a first step, the sector must fulfill compliance with national and international standards at an operational level and have a clear roadmap on how to reduce emissions. This is risk management, and simply the right thing to do. But it has the potential to be about much more than that. Linking the sustainability approach to the UN Sustainable Development Goals for instance links it to a bigger framework. We all know we can’t change things on our own. It’s a responsibility we all burden together, and an opportunity for those who embrace it, invest in it, and have an impact for good.
Being part of the solution
Having an answer to questions such as “How do we want to contribute to solving global and local sustainability challenges?” and “How does our business make a difference for the environment and for society” is key in the journey towards a more sustainable business. Ultimately, it’s about deciding if and how you want to be part of the solution. The hospitality sector will always cause emissions and be reliant on basic but precious resources such as water. The question is how you address and tackle these issues, and how your business ultimately becomes an integral part in doing its share to safeguard our planet.
A bottom-up approach
Change takes time, and it might start small. But there is also an urgency to act now. This is why the sector must keep moving towards one direction. A direction in which sustainability is ultimately a part of the business strategy and considered in all aspect of doing business. Not doing so will harm our planet, and it also means risking business success. While there are different types of sustainable consumers, many of them are keen to know about the sustainability performance of the establishment they are visiting. They are also increasingly well informed, leading to consumers making more informed decisions. To cater to this growing demand for transparency on sustainable impact, booking platforms are asking hotels to report and proof their sustainability credentials. Gathering and reporting on sustainability also requires time, the right set-up and resources. It is therefore key to remain on top of things and to anticipate new trends. Accreditations and labels are developing, and the industry must put the mechanisms and strategies in place to be able to report accordingly if they do not want to lose an increasingly environmentally conscious customer base.
A journey full of opportunities
The ambition to have an impact not only strengthens reputation, it also opens doors to potential new revenue streams. This can be facilitating the engagement and support for local communities, for instance with programs that allow guests to interact with communities and learn about local heritage. Another key topic are supply chains, in particular food sourcing. Pivoting towards increasingly local supply chains and products not only lower the carbon footprint, it also fuels local business. Or, there might be local biodiversity projects the hotel can engage with. The journey is really full of opportunities to turn the sector into a force for more good, and even extend the journey to customers, by giving them chance to be part of the solution themselves.
