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Guests + sustainability
Don ' t ignore mid-lifers
Millennials are getting all the attention from hoteliers , but another “ m ” — mid-lifers — are being ignored as a potentially lucrative target , says David Keen , founder and CEO of Quo , an integrated branding firm based in Bangkok . Keen says hotels can capture the loyalty of the mid-40s to mid-50s cohort in these areas :
Public and co-working spaces : Most hotels miss the mark by creating “ cool and funky ” communal spaces solely aimed at young people . But the spaces are not cosy , or they ’ re noisy or lack privacy . The ideal mid-lifer co-working space is aesthetically pleasing , but comfortable and quiet enough to spend a few hours working .
Design : Most mid-lifers have traveled extensively and are looking for stunning design . They want places that capture the imagination and , ideally , the locale in their design . Bland is banned for this demographic .
Rooms : Do the basics right – a shower with good pressure , consistent hot water and enough space to turn around . Quality , high thread-count bedding . Good coffee . Fast , free WiFi . Fast check-in and automated check-in . Adequate desk space . Enough space to easily fit an extra bed or crib . Quality amenities .
Menus : Nutritious options on the menu . Not just options – menu concepts built on health and nutrition . Club sandwiches are banned . Quinoa salads , wraps , vegetarian and vegan – that kind of thing .
There is little doubt that the climate is changing fast , and countries now have agreed to reduce carbon dioxide emissions to net zero emissions by 2050 . Many hotels can demonstrate substantial improvements in carbon efficiency . However , tourism is growing so fast that making services incrementally more efficient simply will not deliver the carbon reductions that we need . Even progressive hotels only report improvements in the carbon footprint per guest night in the order of a few percent every year .
Fortunately , building designs and technology allow considerable reductions in energy use . The biggest gains can be made in relation to room temperature and hot water consumption .
But one of the biggest missed opportunities in becoming a zero-carbon hotel involves guests . About half of all energy and water is used in guest rooms . Some hotels provide incentives , like a coffee voucher , when guests participate in environment programs .
However , many of these initiatives happen behind the scenes without the knowledge of the guest . Increasingly , visitors want to be engaged and make choices that empower them to have experiences that are sustainable . In the experience economy , sustainability and resource saving do not have to be framed as an uncomfortable task anymore . In a desert environment , for example , customers may get interested in cultural practices of using very little water , and this can be a holiday-enhancing learning experience . Similarly , buildings that are designed for natural air flow not only save electricity costs but are delivering better services to visitors in that guests feel more connected to the surrounding environment .
Creating services that consider the guests ’ comfort and habits and gives them options for saving resource ( e . g . simply by having windows that can be opened ) is a critical next step for hotels . New “ social systems ” on top of technology already employed are required , and this involves creativity , innovation , a customer-centric focus and training . This is the time to capitalize on the trend of visitors seeking more authentic experiences , and take the customer along on the journey of making hotels viable for a long-term future .
Susanne Becken is director of the Griffith Institute for Tourism at Griffith University , Australia .
14 hotelsmag . com May 2018