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Strategies for Eco-Friendly Marketing in Hospitality: Analysis, Implementation, and Partnership

In today's environmentally-conscious market, adopting sustainable practices can lead to increased market share for hotels. This article explores the marketing process, including analysis, planning, implementation, and control, focusing on how hotels can promote eco-friendly initiatives. Strategies range from partnerships with environmental organizations, like Eco-club, to effective online promotion and traditional advertising methods. We examine the long-term benefits of green investments such as energy-efficient appliances and water-saving fixtures, highlighting significant cost reductions and environmental improvements.

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Strategies for Eco-Friendly Marketing in Hospitality: Analysis, Implementation, and Partnership

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  1. Marketing • Marketing Process - ‘analysis, planning, implementation, and control’ of marketing • Analysing- Society becoming more environmentally friendly. • New environmental practices leads to larger market share.

  2. Product differentiation Partnerships: Environmental agencies (ex. Eco-club) • Promotion through internet sites: Expedia and Google • Television ads • Promotions for environmental programs within the hotel

  3. Promoting environmental programs on the website • Pamphlets inside each of the rooms • Green Globe 21 • Eco-tax of $3

  4. Finance “Short term loss, for a long term gain”

  5. Costs Costs for: • low flush toilets • water savers on taps/showers • organic soaps/ biodegradable soaps • Initial staff training • energy-efficient compact fluorescent bulbs • High-efficiency air-conditioners. • sub meters to aid in detection and repair of water leaks, • drip irrigation and low-pressure sprinkler systems, and trigger nozzles on water hoses. • Green Globe 21 Certification

  6. Benefits (cost reductions): • Example: Stats from EAST (a consulting company) when they implemented some of the things were planning to do • Energy use was reduced by 12% per guest night. • Reduced 1,665,000 kWh of electricity • Used 160,000 L less liquid propane gas • Reduced water consumption by 50,000,000 gal. • Reduced carbon dioxide emissions by 2,140 tons per year. • estimated annual savings of US$333,000.

  7. Other areas we plan to see benefits from: • reduced staff turnover (training less often) • environmental benefits • local community benefits (destination remains sustained) • Consumer benefits (tourist destination remains sustained, and nice to come back to in years to come)

  8. Where to get the money from? • Eco-tax (take a per cent of the eco tax and put it towards becoming Green Globe certified, water saving taps, low flush toilets, etc.) • Partnerships • Local government (this is beneficial to the destination as well, it saves their environment)

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