Corporate Social Responsibility Best Practices

Eco Friendly Accommodations
By Debra Faulk
Published: June / July 2008

Given that conservation is such an important issue today, it is important that hotel properties adopt and actively market their eco-friendly offerings, making these offerings easy for consumers to recognize and participate in. Offering green programs is a win-win situation for both hotel guests and hotel operators. Guests are increasingly looking for these types of offerings and properties are finding that going green actually saves money, according to J.D. Power and Associates 2007 North America Hotel Guest Satisfaction Study.

The state of Florida is helping to raise the environmental standards of the hospitality industry and educate consumers through its “Green Lodging” program. Established in 2004 by the Department of Environmental Protection, the program works to encourage the lodging industry to preserve and protect Florida’s natural resources. Properties of all types and sizes — from the small bed & breakfast to the large resort complex — can participate in the program and earn the Green Lodging designation.

What does it mean to be “green?”

Just because a hotel doesn’t wash the sheets everyday is not a green light to call a property “green.” To truly be a “green” hotel, a business must be able to prove a commitment to the ideals championed by the green movement. Evidence of this commitment must be aligned with the establishment’s business policies on topics such as waste management, energy efficiency, and water conversation versus a surface-only green initiative.

For example, in addition to a linen reuse program, installation of toilet-tank fill diverters, purchasing recycled paper for back-room functions, use of sustainable products in the property’s design, and the introduction of guest activities that do not cause a negative impact on the environment (i.e. biking, hiking, swimming, and other environmentally centered pursuits) illustrate such a comprehensive commitment.

While it is incumbent upon every property owner to demonstrate his responsibility to protect Florida’s environment, there are significant benefits that a facility earns when it becomes designated with Florida’s “Green Lodging” program, including saving money and reducing utility costs and garnering good publicity. In addition to the environmental benefits both on and off site, an affiliated property enjoys reduced costs through partnerships, free technical support and advice to help make the designation process as easy as possible.

Florida’s “Green Lodging” certification involves environmental practices in areas of communication, water conservation energy efficiency, waste reduction, and clean air. Some basic standards include offering towel and linen reuse, using low-flow showerheads and toilets, using Energy Star-rated appliances and lighting, offering staff and guests recycling, purchasing bulk items, recycling ink and toner cartridges, and using environmentally friendly cleaners.

Going green

Today, there are many “best practice” strategies illustrating how to make any property greener. There are simple tactics to embrace, like curtaining walk-in coolers and weighing laundry for maximum loads to conserve energy, turning off fountains during high winds to prevent water loss, and installing high efficiency air conditioning filters.

An additional checklist includes the use of:

• Environmentally-friendly cleaning products.

• Consumable paper products (bathroom tissue, facial tissue, napkins, and paper towels) made from recycled fibers.

• Refillable amenity dispensers or individual containers for shampoo, conditioner, soap, lotion, etc.

• Linen and towel reuse program for all guest rooms.

• Recycling programs for common areas, administrative areas, and guest rooms.

• Energy efficient lighting.

• High efficiency plumbing fixtures.

One of the myths we must do away with is that it is expensive to be green. To be truly green, it is about more than just money. For any change to effective, one of the most important initiatives has to do with leadership. Find a champion at your facility and empower that person. Start off small and work to see what you can add as time goes on.

To learn more about Florida’s “Green Lodging” program, visit www.dep.state.fl.us/greenlodging.

Today, 25 properties have earned the Florida Department of Environmental Protection’s “Green Lodging” designation, with an additional 75 under application.

Florida’s “Green Lodging” Properties:

Captiva Beach Resort, Siesta Key
Comfort Inn, Sarasota
Courtyard by Marriott, Sarasota & North Tampa
Days Inn Sarasota Airport, Sarasota
Doubletree Beach Resort, North Redington Beach
Hampton Inn & Suites, St. Petersburg & Largo
Hilton Clearwater Beach Resort, Clearwater Beach
Hilton Garden Inn, Sarasota
Hilton Longboat Key, Longboat Key
Hilton St. Petersburg Bayfront, St. Petersburg
Holiday Inn Lakewood Ranch, Sarasota
Holiday Inn Riverfront, Bradenton
Homewood Suites by Hilton, Sarasota
Renaissance Vinoy Resort & Golf Club, St. Petersburg
Ritz-Carlton, Sarasota
Sandpearl Resort, Clearwater
Sheraton Suites Tampa Airport, Tampa
Sirata Beach Resort, St. Petersburg
Springhill Suites by Marriott, Sarasota
Sutherland Crossing Resort, Crystal Beach
Tampa Airport Marriott, Tampa
TradeWinds Island Grand, St. Petersburg
TradeWinds Sandpiper Hotel & Suites, St. Petersburg
Quorum Hotel, Tampa

Debra Kent Faulk is principal of DKF Connects, a socially conscious marketing services firm specializing in public relations, social marketing, and strategic partnerships. For more information, call (813) 258-2599 or visit www.DKFconnects.com.

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