By Clare Riley, Content & Editorial Manager, SiteMinder As many as 79% of travellers worldwide say it’s important for them to book a hotel that has implemented eco-friendly and sustainable practices. But despite the widespread use of signs encouraging turning off lights and reusing towels, some hotel guests are becoming sceptical, and a new report suggests repeat custom could be at risk. ‘Greenwashing’, according to Washington State University’s Journal of Contemporary Hospitality Management, is when a hotel promotes an environmentally-friendly programme while hiding ulterior motives. After studying 3,000 consumers, researchers from the university have concluded that they’re becoming more savvy to these practices, and found a majority are willing to boycott a hotel if they feel misled over the hidden motive of profit. So, what causes a guest to question the authenticity of your hotel’s corporate social responsibility policy?
- Simply hanging a sign that says ‘we’re green!’
- Failing to integrate green practices throughout – for example, advertising a linen reuse programme, but not having recycling bins available
- Discarding disposable toiletry containers
- Only changing the bedding and towels less often to prove eco-friendliness
- Being a member of a sustainability accreditation scheme that doesn’t inspect the credentials of hotels
Interestingly, the university’s researchers have found that consumers with a strong concern for environmental issues still felt morally obliged to engage with a hotel’s green practices – despite being suspicious about greenwashing. One of the researchers, Christina Geng-qing Chi, says it is crucial for hoteliers to prove that their property’s CSR policy is genuine and well-executed. “Our results showed when ecologically conscious consumers know a hotel is not truly green, they will still use the linen reuse programme but they will not revisit the hotel. Today’s consumers are not always buying the green claims made by hotels. It is imperative that hotels go the extra mile in integrating environmentally-friendly practices to develop credibility in consumers’ minds,” says Chi. The university’s research paper – Consequences of ‘Greenwashing:’ Consumers’ Reactions to Hotels’ Green Initiatives – says hotels wanting to build credibility should look to develop a positive image, through certification by independent, approved associations such as the Carbon Trust in the UK, and Leadership in Energy & Environmental Design (LEED) in the US. “Having a comprehensive green programme, certifications by independent and widely accepted green agencies and communicating the message to customers are key strategies hotels can use to appear more credible in the eyes of consumers,” adds Chi. Additionally, the researchers suggest hotels use positive word of mouth to attract customers by posting favourable reviews on social media channels, and by training staff to follow the green practices and inform guests about them. Media contact: Maria Franco +61 410 233 735 media@siteminder.com About SiteMinder As the leading cloud platform for hotels, SiteMinder allows hotels to attract, reach and convert guests across the globe. We serve hotels of all sizes with award-winning solutions for independents and groups alike, wherever they are in the world. SiteMinder’s products include The Channel Manager, the industry’s leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; and GDS by SiteMinder, a single-point of entry to a six-figure network of travel agents and the world’s major GDSs. With more than 20,000 hotel customers and 350 of the industry's top connectivity providers as our partners, today we have presence in more than 160 countries on six continents. For more information, visit www.siteminder.com.