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Hotels Growing Their Own Green Strategies

While the hotel industry currently has approximately 350 unique green platforms, not all of them suit the needs of the industry or deliver tangible benefits. The most successful eco-programs have been developed by the major hotel brands that have created their own guidelines which steer strategy throughout their global properties while accommodating for regional differences and third-party programs. HotelNewsNow.com recently covered why this approach delivers such sustainable success.

One prime green example is InterContinental Hotel Group’s Green Engage, which incorporates a wide range of universal green guidelines that are outlined in the American Hotel & Lodging Association’s Green Resource Center. It shares many of the tenets of the LEED program and has earned that organization’s coveted endorsement.

Another hotel using third-party components to create their green platform is Fairmont Raffles Hotels International, which was an early adopter of sustainability. The company collaborated with the World Wildlife Fund’s Climate Savers program to develop a proprietary Sustainable Design Policy. While Fairmont does not mandate properties to seek LEED certification, the company strongly recommends owners to adopt green practices and take their policies into consideration.

While seeking LEED certification has its own unique demands, the act of benchmarking can be difficult for hotels with numerous properties going green at their own pace. To achieve its benchmarking goals, Shangri-La Hotels and Resorts turned to the Global Reporting Initiative because it could provide a broad set of benchmarking metrics that would be accepted across various industries, while Hilton Worldwide’s LightStay developed its own guidelines that accounted for differences in properties and regions.

The bottom line is that each hotel has to develop the green guidelines that work best for their company and property portfolio. It’s the only way to ensure that your strategy is sustainable on a global scale.

Read the article on green guidelines for a franchise hotel group.

MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. MDG Advertising handles creative, media, and interactive marketing for Coverall, one of the world’s leading commercial-cleaning franchising companies, with a global network of more than 90 support centers and 9,000 franchisees.

Our core capabilities include advertising, branding, creative, digital marketing, media planning and buying, public relations, Web design and development, email marketing, direct mail, video marketing, social media marketing and SEO. To view MDG’s portfolio, click here. For more information, email MDG, call 561-338-7797 or log on to www.mdgadvertising.com.

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