No matter what the industry, sustainability is no longer a factor that can be ignored by leaders when it comes to making long-term decisions for the health of the business. Sustainable business practices are an imperative choice when it comes to slowing the rate of climate change, and an increasing factor consumers look at when making decisions about where they will spend their money. However, they are also good for the business itself.

An environmentally aware business considers more than just its profits – it considers its impact on society and the environment. In this day and age, sustainability of the earth is inextricably linked with the sustainability of businesses, and those that contribute to the health of the structure within which they operate help to construct an environment in which they can truly thrive. A sustainable business earns profits by being socially responsible and protecting our use of the planet’s resources.

Sustainability has become well-known to be a critical aspect of the success of an industry in the 21st century, and hospitality is no exception. The hospitality industry consumes large amounts of energy and resources, which can be detrimental to both the environment and the business itself. According to Barry Lall, founder and president of the hotel management company Pinnacle Hotels USA, leaders in the industry need to recognize this and take the necessary steps to not only secure their businesses for the future, but also for the future of the planet.

Starting his career in hospitality over three decades prior, Bharat Lall built his company from the ground up after working for many years as a family physician. His first property was a 12-room motor lodge on the coast of California, and over the years he has garnered experience in many different types of hotel management. Today, Pinnacle Hotels USA oversees nine properties that house nearly 1,800 rooms and seven restaurants between them.

Lall says that although it may seem daunting, with the right strategy leaders can easily implement sustainable business strategies into their organizations. These changes have the ability to both improve efficiencies and attract the growing number of consumers who seek environmentally and socially responsible products and services. Although a growing number of companies within hospitality are adapting sustainable business models, the growth has not been as strong as in other sectors such as retail. For that reason, a sustainable image can help hospitality businesses stand out.

Today’s travelers, restaurant patrons, hotel bookers and shoppers care about how the businesses they support are approaching sustainability. A survey conducted by the integrated communications company Markstein found that 70 percent of those interviewed wanted to know what the brands they support are doing to address social and environmental issues.

The younger generations of millenials and Gen Z play a large role in this, with nearly 75 percent of respondents to a Nielson study saying they are willing to take action to support companies that don’t harm the environment, deplete natural resources, or negatively affect the lives of people or wildlife. However, the study also found that 51 percent of baby boomers were also willing to spend more for sustainable products and services. Dr. Lall says that these statistics alone should be a strong motivator for leaders in the hotel industry to begin implementing sustainability into their business operations.

What sustainability looks like in hospitality 

Every industry faces different challenges when it comes to embracing sustainability. According to Lall, strong leadership is key to implementing sustainability in a hotel organization. Here are some of the areas hospitality organizations can focus their efforts on. 

Evaluate Energy Usage

An important aspect of sustainability is energy usage, and leaders in hospitality should thoroughly evaluate how their business uses energy. Whether you manage a single hotel or are like Barry Lall and have a management company with a number of hotels in its portfolio in addition to a corporate office, a full understanding of how your business uses energy can lead to thoughtful green solutions.

Look to identify what areas of the hotel are using the most energy. As sustainable products and services have advanced over the years there are a number of ways in which you can reduce energy use without negatively affecting guest experience. A few easy examples for getting started include turning off lights and air conditioning in rooms that aren’t being used and changing the settings on washing machines. Tastefully educating guests about use of towels and electricity can do double-duty of reducing your carbon footprint and show that you are serious about your stance on sustainability.

You can also take bigger steps to improve your energy usage efficiency such as switching to energy-efficient LED lights or installing solar panels. While doing so may seem like a big investment, embracing renewable sources of energy can both build your brand image as a sustainable hospitality business and ultimately reduce operational costs.

There are many examples of the cost-effectiveness of solar energy, one being the La Quinta Inn & Suites in Danbury, Connecticut. The hotel installed 400 solar panels on the rooftops of two of its five buildings, generating enough energy to receive 18 percent of its annual energy from the sun. Just one year later, it was saving roughly $1,500 a month in its energy bill and earning $16,000 a year back in renewable energy credits.

Reduce Waste

The hospitality industry demands a level of santition higher than many other industries, but as a result it can be a large producer of waste. As harmful microplastics continue to threaten our ecosystems and even ourselves when we unknowingly ingest them, it is important for leaders to think creatively and come up with solutions to single-use items and other forms of waste in the hospitality industry, says Lall. 

Providing guests and team members with recycling bins can be an easy way to reduce waste in a hotel, and educating staff on how to properly do so will only further make an impact. Every area has different policies and regulations in regards to recycling, so make sure that if you manage multiple locations that you are following protocol correctly in each one. Installing water-efficient products such as water-saving filters and low-flow showerheads can also make a difference in reducing waste. 

Additionally, one area that hospitality in particular can look at when it comes to waste is food waste. Sourcing food locally or even growing it on site are stellar options for doing so, reducing how much food spoils and also ensuring fresher and higher-quality produce for guests. However, simpler options include adopting food donation policies that let guests know unused food will be given to the local food kitchen. A growing number of cities are also developing composting programs, so check to see if your location has the option to begin taking advantage of one. 

Create a Sustainability Committee

For leaders looking for first steps, Lall recommends forming a sustainability committee. If your company is larger this can consist of a group of executives, but even at a single hotel selecting a team of volunteers who are responsible for eco-friendly initiatives can create accountability  and bolster a culture of sustainability in the workplace. Educating employees and raising awareness about sustainable practices through training programs can also make a world of difference in a brand’s sustainability and perception.

Leaders must impress upon their team members the importance of sustainability not only for the health of the planet, but also the longevity and health of the business itself. A business today that does not implement sustainable initiatives into its business model is an outdated business, and finding the balance of providing excellent service along with building a sustainable brand is imperative to the future of the hospitality industry as a whole.