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With hotels using far more electricity than other businesses with similar-sized structures , thanks to power-hungry systems like water heating , laundry and HVAC , sustainable renewables like solar and wind are gaining traction among customers .
LOYALTY-BUILDER In its 2015 study of millennial consumer behavior , The Nielsen Company found that sustainability was a shopping priority
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among this demographic . Some 73 % of millennials worldwide told Nielsen they were willing to pay more for services from companies that are committed to creating a positive environmental impact . The research concluded : “ Brands that establish a reputation for environmental stewardship among today ’ s youngest consumers have an opportunity to not only grow market |
share but to build loyalty among the power-spending millennials of tomorrow .”
“ We actually promote it pretty heavily at the hotel ,” Urban says , at the front desk with signs and a monitor , and as a sales tool . He admits it remains to be seen if this tangibly drives business . But “ the more we can do to take advantage of this unlimited resource of the sun to enhance our efficiency , it ’ s a great thing for the environment .”
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ITC ’ S DUALAPPROACH ITC Hotels , which owns and operates about 100 properties in India , employs two types of solar technologies : thermal , to heat water , and photovoltaic , for electric power . At most ITC properties , solar is used to generate hot water and photovoltaic is generally used to illuminate gardens , building facades and signage . This electrical energy is not stored , however .
ITC ’ s first solar project , installed about a decade ago at the ITC Maurya outside New Delhi , was a thermal system that handles 20 % to 30 % of hot water demand and produces low-pressure steam for the staff canteen , kitchen and cafeteria , as well as the spa and health club .
The company evaluated solar options , “ but photovoltaic requires a lot of space ,” and back then solar cells were less efficient , says H . C . Vinayaka , ITC ’ s vice president technical , EHS and sustainability .
Indeed , it ’ s because of improvements in photovoltaic systems that ITC now only deploys photovoltaic , including building its own solar farms outside cities . This energy can also be banked for use at night .
The company is building two solar farms in the north and south of India ( totaling approximately 25 mWh ), being commissioned early this year , and a third is planned that will produce 15 mWh .
Do sustainable energy systems matter to guests ? “ In many of our interactions with our guests , we ’ re asked questions [ about water , waste and energy ] and sourcing ,” Vinayaka says .
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March 2020 hotelsmag . com 51 |