The results are in: eco-certification delivers better business for hoteliers

Once again world-class research shows eco-certified hotels are proven to operate more efficiently and attract guests who help them save money and the environment.

Here at Green Globe we’ve known this for almost two decades and it is great to have these findings continue to be proven year in, year out. According to the latest research¹ from the prestigious Cornell University School of Hotel Administration, Center for Hospitality Research, eco-certified hotels "generally have higher resource efficiency on both the operator and the customer factors." And furthermore, "This finding underscores the credibility of audit-worthy eco-certifications … and provides further empirical evidence for operational benefits of eco-certifications."

Our Green Globe members have for many years reported efficiency gains in resources, particularly energy and water, from 5% to 20% per year. These efficiency gains not only bring environmental benefits, they put to rest any concerns by hoteliers that adopting eco-certification will raise operational costs … instead it brings additional revenue.

What is also exciting to note from the research, is the transference of environmentally efficient behaviour by hotel management to their guests, bringing about a virtuous cycle of savings. It is apparent that eco-certified hotels not only attract guests who are mindful of environmental issues, but in-house initiatives allow everyone to help save resources and contribute to sustainable outcomes during each and every stay.

For example most of us these days are familiar with what is generally known as linen reuse programs; this occurs typically on a short stay of two or three nights and you are asked to simply leave a card for housekeeping not to make up the bed with fresh sheets every day. A simple concept that saves thousands of gallons of water and tonnes of detergent. However, when Green Globe first began in the 1990’s the accommodation industry was shocked by the idea, worried that their customers may believe it was a lowering of standards. However, quite the opposite has occurred as thoughtful guests were empowered to make a good decision and support the hotel in supporting the environment.

Like most activities within our standard for sustainable management, the linen reuse program is just a common sense solution. And that is in essence the power of our Green Globe certification: we provide a clear and definitive set of simple activities in a structured approach that delivers sustainable management outcomes. 

Essentially Green Globe provides an organised map that underpins the hotel’s’ or resort’s own management process, delivering environmental benefits every day as staff carry out their important duties caring for their guests. And most importantly our certification program provides an organised map of actions so that they can be independently and efficiently audited to ensure internal compliance and validate external claims to be a truly green tourism business. Indeed, Cornell’s important research clearly found that business efficiencies and clear communication with guests can only be achieved when hotels and resorts adopt "audit-worthy eco-certifications" – that is the certification organisation can "guarantee an audit of their certification." 

Over many years providing verification of sustainable practices to the global travel and tourism industry, Green Globe has insisted that its member properties undergo regular and independent audits to assure both hotel management and the hotel guests that the business is complying with the internationally accepted standard for sustainable management. Once this is completed, Green Globe then provides a public relations program to continually communicate the excellent environmental and social achievements of its membership.

For more information about Green Globe and its certification standard and independent audits visit www.greenglobe.com

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¹ Cornell Hospitality Report Exploring the Relationship between Eco-certifications and Resource Efficiency in U.S. Hotels by Jie J. Zhang, D.B.A., Nitin Joglekar, Ph.D., Rohit Verma, Ph.D., Janelle Heineke, D.B.A.