In recent years, an increasing number of hoteliers and marketers have recognized the significance of integrating sustainable practices into their operations. Factors such as climate change concerns, Sustainable Development Goals (SDGs) adoption, and the rise of ESG investments have led to a global call for companies to embrace sustainability. However, most CEOs are still new to this mindset, leading to a common question in company discussions: “How can we effectively measure the impact of our sustainability investments and ensure profitable returns?”

In this article, Ziva explores key metrics guiding your sustainable journey, focusing on renowned green certifications, guest satisfaction measures, and the growing importance of ESG reporting.

Green Hotel Certifications: A Mark of trustworthy

Earning a respected green certification signifies more than a badge; it’s a commitment to environmental responsibility and guest satisfaction. These certifications validate efforts and resonate with eco-conscious travelers seeking aligned accommodations. Achieving certification involves thorough evaluation of energy efficiency, waste reduction, water conservation, and more.

Green Key Global

Tailored for hotels and meetings, Green Key Global is an environmental certification body. Its adoption by luxury chains like Accor, Radisson, and Marriott highlights its relevance. Over 3,000 establishments in 57 countries hold Green Key certification, reinforcing its popularity.

LEED (Leadership in Energy and Environmental Design)

While not exclusive to hotels, LEED certification from the U.S. Green Building Council captures attention globally. Concentrating on eco-friendly design and building performance, LEED is valuable during significant rebuilds.

EarthCheck

The rigorous EarthCheck certification encompasses lodgings of all sizes, assessing energy efficiency, waste management, and emissions. Its global reach spans over 70 countries, showcasing commitment to sustainability.

Measuring Guest Satisfaction: A Sustainable Touchpoint

Guest satisfaction is a crucial indicator, and their input, obtained through surveys and social listening, provides information into what sustainability things matter most to them. Are they appreciative of your eco-friendly amenities? Do they feel informed about your sustainability initiatives? Then, their feedback shapes tailored strategies and influences your hotel’s activations, establishing a vision and priorities for sustainable development.

The Rise of ESG Metrics: Environmental, Social, and Governance Reporting

In today’s socially conscious world, Environmental, Social, and Governance (ESG) reporting has become a game-changer for businesses across industries, including hospitality. ESG metrics offer a comprehensive framework to assess your hotel’s performance in areas such as carbon emissions, community engagement, employee well-being, and ethical business practices. For instance, not all companies need to report on every possible ESG issue. Instead, companies should focus their reporting on issues that are “material” (i.e., relevant) to their specific business. Materiality analysis, a form of ESG metric, can be used as a tool to decide which topics are most relevant for their company and transform this information into a strategic approach with a long-term vision.

Embarking on a journey toward sustainability can be both exciting and overwhelming. To simplify the process, we’ve curated a comprehensive series guide for hotels. This series will cover the ins and outs of every step to obtain a sustainability strategy in every touchpoint of your hotel, your restaurant or your resort. Our aim is to equip hoteliers and marketers with the tools they need to not only measure the impact of their sustainability initiatives but also to pave the way for a greener, more prosperous future.