By Vinesh Gupta
Going beyond being a mere catchphrase, sustainability has transformed into a vital factor influencing consumer preferences while defining business success. As per a report by Capgemini Research Institute,79% of customers are shifting their selections for products based on social responsibility, inclusivity, or environmental impact, and 65% of consumers stated they would be more aware of the effects of their overall consumption. Given how mindful and conscious consumers are becoming with their choices, it has led upon businesses to bring more eco-friendly approaches into operation.
With conscious consumerism becoming a prevailing trend across various businesses, from retail to travel to dining, it has become imperative for industries to incorporate sustainable practices, with hospitality being no stranger to it. According to the ‘Sustainable Travel Research Report’ released by Booking.com, 94% of Indian travelers affirm that they value sustainable travel, and 68% of them say that recent reports concerning climate change have motivated them to plan more environmentally friendly trips. As travelers actively seek eco-friendly experiences, the integration of sustainable practices and green marketing strategies has become imperative for hotels, resorts and other hospitality businesses.
The growing prevalence of green marketing
India is a diverse region flaunting a rich tapestry of distinctive cultures, art, cuisines and warm-hearted hospitality, making it a top tourist destination. As tourism surges, so does the demand for eco-friendly accommodations. The increasing demand for sustainable properties can be attributed to the growing consumer awareness, leading them to favor sustainable options.
In response to the rising need for sustainability, hotels and accommodations have largely shifted to eco-friendly practices. In the context of hospitality, sustainability involves several different elements, such as environmentally friendly building practices, energy efficiency, waste reduction and ethical sourcing. These actions not only support environmental awareness but also draw environmentally sensitive tourists.
In addition to actively adopting sustainable approaches, effectively communicating them to potential consumers is equally crucial. This is where green marketing comes into play, providing hotels with an environmentally responsible means of reaching out to prospective customers.
Below given are some effective green marketing practices that modern-day hotels must consider:
Market energy efficiency: Practising energy consumption by implementing energy-efficient technologies such as smart thermostats, solar panels, HVAC systems, eco-friendly lighting and other sustainable equipment and appliances, modern-day hotels can not only demonstrate their commitment towards sustainability but also reduce their carbon footprint, leaving a positive impression on potential consumers.
Go with e-marketing: The days of offline marketing encompassing printed advertisements or direct mails are long behind. With the growing digitalisation and people becoming increasingly digitally sophisticated, it has become vital for hotels to choose modern marketing approaches, which happens to be e-marketing. Leveraging various elements of digital advertising and marketing will enable businesses operating in the hospitality industry to execute cost-effective marketing by preventing the waste of tangible resources or printed materials, mitigating adverse environmental effects.
Environment-friendly collaborations: Collaborating with regional eco-friendly suppliers, influencers and groups will enable hotels to win over consumers’ confidence and trust as well as present a favourable image in the sustainable community. Additionally, by promoting green marketing initiatives and extending support to local causes, hospitality businesses can showcase their dedication towards sustainability.
Sustainable hospitality: Unleashing a new segment in the industry
As the number of conscious travellers continues to grow, the demand for green hotels is projected to rise, propelling businesses operating in the hospitality sector to embrace sustainable practices and effectively promote their eco-friendly credentials.
By adopting green marketing strategies, hospitality businesses can reduce their carbon footprint, lower operational costs and convey to potential customers that choosing them can make a positive difference, fostering customer loyalty and trust in return.
The author is general manager at The Den Hotel, Bengaluru