Today, sustainable development is an integral part of corporate strategy in the hotel sector throughout all stages of development. From the construction of buildings to the property management, and of course training staff and implication in the local community, sustainable initiatives have multiplied in recent years and the race to obtain labels has intensified. Nonetheless, within an economic context that is not always propitious to investments, the normalization of this type of development raises the question of its profitability. While it contributes to improving corporate image for increasingly demanding clientele, its financial benefits are not always evident and even less immediate. Under the current circumstances, is it possible, to realistically evaluate the pertinence of the CSR policy in financial terms? Hospitality ON takes a look.
CSR is central to concerns more than ever and is gaining ground in the hotel sector, as the proliferation of certifications and labels, plans for sustainable development implemented by groups internally as well as the emergence of concepts that are 100% sustainable. If these initiatives are now widespread, it is above all because they meet the expectations of a clientele that is increasingly involved in environmental protection. At least this is what is evident in the study of hotel customer expectations and behavior with respect to sustainable development, realized by AccorHotels at the end of 2015. In support of the implementation of the goals of the Planet 21 program by 2020, the study demonstrates that CSR is a crucial challenge with respect to clientele: only 7% of guests do not feel at all concerned by sustainable development when they stay at a hotel. Fully aware of the need to take action – particularly in terms of reducing waste and energy consumption – 70% claim they are prepared to make an effort during their stay, and even accept a higher price (67%). Despite the fact that this criteria is still not decisive in the room reservation process – comfort and location often take precedence – concrete actions within properties would have a significant impact on the guests’ satisfaction. Another study carried out in 2015 by Accenture, on behalf of AccorHotels, shows a correlation between the realization of goals set by the Planet 21 charter (an internal tool for piloting performance in terms of sustainable development), the goal of ISO certification, and global customer satisfaction.
“I believe in the idea that by doing something good for the planet, we will attract more clientele” said Caroline Tissot, Group Chief Procurement Officer, AccorHotels, at the Global Lodging Forum in 2017. Increasingly consensual, sustainable development...
“I believe in the idea that by doing something good for the planet, we will attract more clientele” said Caroline Tissot, Group Chief Procurement Officer, AccorHotels, at the Global Lodging Forum in 2017. Increasingly consensual, sustainable development...
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