Hypocrisy in the hospitality (focused on the green labels of hotels).
Research question,
The choice of a guest is not influenced by green labels when looking for an hotel.
Hotels have been investing money in green labels to become more sustainable and to let their guests know that they are actively working on reducing their waste, water, gas and electric usages. This is of course very positive for the environment but for a lot of hotels it is also good for the publicity, but does this actually have an influence on the guests them self. “According to a study of international hotels environment initiative and Accor hotel group 90% of the hotel guests would rather stay in a green hotel than in a regular hotel” (Mensah, 2004) but this survey did …show more content…
Of course this label will be positive advertisement for a hotel since it will show the guest that the environment is important to the hotel. But does it actually generate more revenue? “Hotels, on average, do not see a revenue boost from going green” (Hardcastle, 2013) this is taken from a study taken from over 9000 hotels worldwide. The other side of the story is that it is not the main goal of these certificates that you get more guests but more that the hotel is working on a better environment and a better …show more content…
According to hotels that actually have a green label 90% of the guests choose green label hotels over non green label hotels (when this is the only difference between the hotels). Studies show that hotels with a green label on average do not see an increased revenue and are mostly having the green label to reduce costs and are hoping that in the future guests will be more appealed to green label hotels. When an hotel has been awarded with a green label is it realistic to expect higher room rates? A study was done by the market matrix hospitality index and it showed that guests who rank a hotels green program are willing to pay 7% higher room rates. This study was done during the later stage of the recession so it can be that this has an influence on the outcome but since the guests who value the green labels most are mostly the upper-class travellers so it might go to 10% but probably not much higher than that. In 2009 a study has been done to determent who is prepared to be actively concerned with the eco-friendly topics. It shows that one in five persons are not, and in the lower class this is even higher. This shows that going green is nice to do when there is money and time to do it but not needed to do according to guests. To conclude, it is very important to the environment to have green labels but this is not so much related to the guests and changes in a hotel should be mostly about the
Research question,
The choice of a guest is not influenced by green labels when looking for an hotel.
Hotels have been investing money in green labels to become more sustainable and to let their guests know that they are actively working on reducing their waste, water, gas and electric usages. This is of course very positive for the environment but for a lot of hotels it is also good for the publicity, but does this actually have an influence on the guests them self. “According to a study of international hotels environment initiative and Accor hotel group 90% of the hotel guests would rather stay in a green hotel than in a regular hotel” (Mensah, 2004) but this survey did …show more content…
Of course this label will be positive advertisement for a hotel since it will show the guest that the environment is important to the hotel. But does it actually generate more revenue? “Hotels, on average, do not see a revenue boost from going green” (Hardcastle, 2013) this is taken from a study taken from over 9000 hotels worldwide. The other side of the story is that it is not the main goal of these certificates that you get more guests but more that the hotel is working on a better environment and a better …show more content…
According to hotels that actually have a green label 90% of the guests choose green label hotels over non green label hotels (when this is the only difference between the hotels). Studies show that hotels with a green label on average do not see an increased revenue and are mostly having the green label to reduce costs and are hoping that in the future guests will be more appealed to green label hotels. When an hotel has been awarded with a green label is it realistic to expect higher room rates? A study was done by the market matrix hospitality index and it showed that guests who rank a hotels green program are willing to pay 7% higher room rates. This study was done during the later stage of the recession so it can be that this has an influence on the outcome but since the guests who value the green labels most are mostly the upper-class travellers so it might go to 10% but probably not much higher than that. In 2009 a study has been done to determent who is prepared to be actively concerned with the eco-friendly topics. It shows that one in five persons are not, and in the lower class this is even higher. This shows that going green is nice to do when there is money and time to do it but not needed to do according to guests. To conclude, it is very important to the environment to have green labels but this is not so much related to the guests and changes in a hotel should be mostly about the