Hotel Green Marketing Effects on Your Business Performances
Are you looking to tackle the waste management issue for your hotel business?
Do you want to shift your hotel brand toward more sustainable and eco-friendly adoptions?
Although it’s a legitimate way to reduce the waste generated in the hospitality industry, it can also help you attract new eco-conscious guests.
You can promote sustainability through hotel green marketing to help you attract new customers who are conscious of brands being eco-friendly.
Green marketing is a great way to promote your hotel brand and protect the environment simultaneously.
Let’s dive deep into understanding multiple factors about hotel green marketing and its benefits for your hotel performance.
Green Marketing Meaning
Green marketing refers to developing and advertising products/services based on their real or perceived environmental sustainability.
According to the green marketing definition, you can promote your brand’s serious steps toward eco-friendly business operations and better environmental conditions.
Many hotel brands may mislead the public about their positive environmental endeavors, but you should avoid greenwashing strategy and stick with a genuine approach to attract sustainable brand visibility.
Examples of green marketing include adopting renewable energy sources for your hotel operations or using eco-friendly hotel products.
Why Should Hotels Switch Towards Greener and Cleaner Operations?
Energy represents the fastest-growing operating cost in the hospitality industry. Hotel businesses generate conveniences like air conditioning, hot water, and laundry by burning fossil fuels like oil, LPG, etc.
These services hold the major part of environmental pollution produced in the hospitality industry. Hotels generate large amounts of carbon dioxide and negatively impact the environment.
Also, you can diminish your business profits because of the high energy cost. On average, around 50,000 hotels in the US spend $2,196 per room each year on energy.
You can use a strategic approach to energy efficiency and minimize energy consumption by 10 per cent. It can have an immensely positive impact on your operational cost cutting and increase business profits.
Apart from energy consumption, you can use eco-friendly room utilities, manage your waste effectively, or choose other greener strategies for better business results.
Once you adapt to an eco-friendly ecosystem for your hotel business operations, you can focus on brand awareness and actively get involved in green marketing to attract guests and enhance hotel performances.
How Can Hotel Green Marketing Impact Your Performance?
Hotel green marketing is an effective strategy focusing on corporate social responsibility. It shows the activities focused on improving society and future generations beyond the hotel brand’s interests or obliged by laws.
Being an entrepreneur, show your commitment to the world and let the word spread for better business branding.
A recent study found that green innovation and promotion are vital components of green marketing strategies. These strategies impact customers’ green consumption, the firm’s profits, and performance.
Also, because of the global pandemic, there has been an incentive to perform green marketing between hotels. Yet, this does not mean COVID discourages businesses from doing green marketing.
Another study revealed that eco-friendly actions impact the corporate image of hotels. Since many businesses have exploited the brand awareness strategy, green marketing positively impacts guests’ intentions to visit the hotel.
Your guests can reject the products and be conscious of harmful consequences on the environment.
The guests might also disapprove of the production or disposal process from the suppliers, producers, or investors and thus decide not to use the product.
Because of the large amount of waste from the hotel industry, you also need to acknowledge their environmental impact.
Maximize the Visibility of Your Green Efforts
Green marketing can also be a great strategy for brand exposure and lure guests into hotels, and increase their service satisfaction.
The sense of fulfillment can help you increase guest loyalty when hotels achieve sustainability. Your guest can also form strong opinions on the reputation of green buildings, conserving energy, and using eco-friendly hotel products.
The guest perception can pertain to the degree to which green buildings understand the concept of quality of life.
But you might think about how to improve your green efforts’ visibility. There are multiple ways one can increase brand awareness about eco-friendly adoption, but we have compiled the two best examples.
Using your hotel website to show your hotel’s commitment digitally
Your hotel website is the main access point for guests to understand your work. A guest can “feel” within a minute if your hotel matches the expectations.
They will dig into the nitty-gritty aspects of what they expect to find. For a hotel, it might be the products, energy consumption, and decoration style; for your restaurant, it might be the menu and the prices.
Marketing a “green” orientation means you care for details beyond just offering a good service.
Here’s what you can show on your website to increase brand awareness about your eco-friendly adoptions.
- You can showcase pictures of the greenery of your hotel’s location in the slider bar of your website.
- Add tangible proof of the hotel’s commitment to sustainability, like certifications earned throughout the years, approvals from concerned authorities for your responsibility to minimize its environmental impact, and so forth.
- State your environmental policy in the About Us section and highlight your philosophy towards better environmental conditions and reduced waste in the hospitality industry.
Apart from your website, you can use your hotel’s restaurant menu to show your commitment and encourage your guests to make eco-friendly decisions.
Using your restaurant menu
The most important step you can take as a hotel business owner — to become more “environmentally friendly” or sustainable — is to choose ingredients and suppliers thoughtfully.
Try acquiring food products like cheese, meat, eggs, vegetables, and fruit from organic producers or selecting products with specific labels like MSC-certified fish or Fairtrade cocoa.
It can help reduce environmental impact and promote a sustainable culture in your hotel’s restaurant. You can highlight these points in your menus to ensure your guests can understand your initiative and be aligned with your eco-friendly approach.
It can impact your guests strongly and increase your guest retention for better hotel performance.
But adapting to the new restaurant serving approach can be challenging; it also means changing your menu to serve seasonal products. Overall, it can help you increase your hotel bookings in the future and leave a great experience for the customers.
Also, you can further enhance your guest experience by integrating professional hotel management software to streamline your business operations.
It can help you minimize the complexities of hotel business operations and ensure you match the expectations of your guests.
AxisRooms is Your One-Stop Solution
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It can provide you access to different features like a booking engine, vacation rental software, revenue management, property management system, channel manager, and rate shopper to improve the guest experience.
Integrating AxisRooms can be the best decision for your hotel business to align with the latest ecosystem and bypass the traditional operational hiccups for business success.
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This article was originally published on partner sites.