Features

Sustainable traveller: Going green for real

28 Feb 2014 by BusinessTraveller
Hiker girl with laptop near a lake in the mountain

Sustainability, a buzzword in 21st century business, is particularly important in the tourism sector. In order to mitigate the industry’s negative economic, social and environmental impact, (and to continue to attract green-thinking customers) hotels and other service providers have embraced a myriad of green initiatives. Many are laudable, and have had a phenomenal impact on alleviating negative effects of travel and tourism.

But the noble intent of saving the planet from degradation has in some cases deteriorated into a mere marketing tool, or green wash practices – implementing a few cosmetic green fixes to appear to be environmentally friendly.

The sustainability buzz has generated an inevitable PR goal to be “greener than thou”, and this has led to a green certification contest. This race – which entails elaborate box-ticking exercises – has diluted some of the initial enthusiasm for saving the planet through innovation and diligence. Experts now point to a dangerous situation of green wash and even “green fatigue” setting in.

There are more than 150 agencies worldwide certifying businesses for green and sustainable initiatives, resulting in a plethora of labels. Exhausted from the rather bureaucratic methods of certification, several large hotel groups are implementing their own certification programmes. This is positive, but also adds more labels to the ever-growing list.

Traveller confusion

Certification, intended to help travellers make informed green choices and reduce their carbon footprint, has become a source of confusion. It is difficult to discern differences between certificates, though they clearly exist. Attempting to navigate the hundreds of labels is frustrating and time-consuming – a stress that busy business travellers could do without. This in turn cultivates green fatigue.

Labels therefore, in effect, do little to inform the traveller about the provider’s actual green initiatives, says Professor Harold Goodwin from Manchester Metropolitan University’s International Centre for Responsible Tourism. “Certification lacks transparency: it does not tell a traveller what they are getting. For example, if I went to a destination that was short on water and I was keen to stay at a hotel that was responsible about their water usage and checked into a gold-certified hotel, the certificate, unfortunately would not tell me whether they are good on water usage or not.”

Green wash 

Some groups implement green initiatives at one property and use those credentials as a marketing tool for the whole group.

Others “sin and pay”: damage the environment in one area through excess, waste and environmental and social pollution, and then redeem the “sin” by buying into schemes that offset carbon emissions or negate environmental degradation elsewhere.

There could even be green wash in certification programmes, experts say. For example, a gold certificate may not look at the key issues for the locality the property is in. And there is no legal comeback on the certification.

What to do

In the absence of a transparent certification system that spells out specifics, the onus is on the traveller to establish which service providers incorporate green practice in their day-to-day business. Travellers should demand to know what the green credentials of their service providers are, says Dr Goodwin.

Since corporate travel is rarely booked by individual travellers, the first step is to see what criteria your company has in place when selecting suppliers, says Fran Hughes, head of programmes at International Tourism Partnership in London. Ask questions like “Is there a supplier code of conduct? Does the business ask questions of the social and environmental performance of its suppliers?”

Hughes says these are very straightforward ways of incorporating sustainability into decision-making, and into core business processes.

Hiran Cooray, former PATA chairman and current head of Jetwing Hotels Sri Lanka, says: “It is crucial for travellers to share responsibility and do the due diligence to ensure providers are doing what they claim they are. Constant pressure from travellers will increase providers’ green agenda and initiatives.“ He adds that Jetwing properties makes all its initiatives transparent and invites guests to check back of house.

He strongly believes there is a need to make the Asian traveller more aware of green issues and how to embrace them on the road.

Green principles have become a way of life at home for many – recycling, saving water and energy, buying ethical and local produce – but unfortunately these may not be implemented on the road.

It is critical to be transparent, particularly on efforts to save energy, water and recycling waste, says Anthony Wong, chair of PATA’s sustainability and corporate social responsibility programme. He is working with local communities and NGOs to solve social and environmental issues.

Questions to ask service providers include: “Show us ten ways your hotel stays green? Is this measurable? Is there a full-time environmental manager? Do staff go through a hotel environmental education programme?” says Wong.

There are great efforts undertaken by operators out there, and a conclusive verdict of this can be obtained by ascertaining whether green efforts have been maintained on a prolonged basis, or simply put in place during the opening stage and subsequently eroded, says Oliver Trueb, urban and environmental planner, Hong Kong.

It is also important to do “whole trip” assessments. For example, accommodation may be green but the trip may still be wasteful. It helps to shorten trips if possible, and cut out luxuries that have a potentially larger impact on the environment. A weeklong, long-distance flight in first class with limousine service to and from the airport, while your house at home is still heated or air conditioned, is more wasteful than a three-day, regional, economy class, bus transported trip… and the house can survive without being air conditioned while you’re away. This is not only ecological, but also economical!

At the end of the day, Dr Goodwin says travellers have to develop the all-important attitude of taking green responsibility and initiating, and even demanding, that suppliers adhere to responsible principles and practices.

From a suppliers’ standpoint it’s about being watchful on excess and waste: it’s about having a green attitude and conscientiously teaching it to staff. There is a need to get past the certification syndrome, and of doing the minimum to get the certificate. It comes back to a set of values that make it clear that being sustainable is a way of life, and that there is nothing positive about excess and waste.

Green initiatives 

There are dozens of worthy initiatives in the industry and thousands of enthusiasts driving these. The key, experts say, is to keep at it and instil a passion and attitude of innovation to stay on top of the issues.

initiatives making a difference 

The Responsible Tourism movement was established in 2002, following the Cape Town Declaration – an event that drew attention to the world’s diversity as the very basis for tourism, and pushed for responsible and sustainable initiatives to solve local issues in each destination.

Driver of the movement, Professor Harold Goodwin, set up a masters programme in the UK, first at Leeds University and now Manchester Metropolitan University’s International Centre for Responsible Tourism (ICRT) to train professionals in the ideals of responsible tourism. The programme has trained more than 400 professionals. In December 2013 he extended the movement to South East Asia, setting up an ICRT ASEAN hub in Bangkok with Professor Walter Jamieson to serve as the focus for a number of responsibly oriented tourism initiatives in the ASEAN region.

Examples of local agenda and local priorities have been implemented in Brazil and South Africa and more recently in the state of Kerala, India, where it was announced that the local government “will roll out the red carpet only for those investors who are willing to be ‘responsible tourism’-compliant in a 1,000 point system divided over sustainable management (200); socio-cultural responsibility (250); economic responsibility (250); and environmental responsibility (300).”

Carbon measurement

Following demand from corporations and individuals to understand their carbon footprint while on the road, a Hotel Carbon Measurement Initiative (HCMI) was rolled out in 2011: a methodology that allows, for the first time, to calculate and communicate the carbon footprint of hotel stays and meetings in a consistent and transparent way.

Over 15,000 hotels around the world have adopted HCMI to date. The HCMI was worked out by the International Tourism Partnership, the World Travel & Tourism Council, and 23 global hospitality companies. It is robust enough to meet global carbon reporting standards but also practical enough for any hotel to implement, from huge casino hotels to small bed and breakfasts.

Community care

Global Business Travellers Association (GBTA) has a sustainability programme called Project ICARUS for business travel and meetings management, focusing on three primary areas: economics, environment and social impact.

According to GBTA, the business travel industry has a duty of care not just to its employees, but those individuals, communities and cultures touched by business travellers and suppliers.

Managed through a series of volunteer committees in each region, Project ICARUS is a widely recognised and respected Sustainability and Corporate Social Responsibility programme within the industry. The Head of the programme, London-based Bernard Harrop, is taking it to Asia this year.

Green practice… in practice

Green credentials, however effective, can be nullified by guest or staff behaviour, so keep your eyes peeled for the level of enforcement of eco initiatives. For example, operating the aircon with open windows renders the energy efficiency of the aircon or the double-glazed and insulated windows redundant.

Issues to focus on

The travel and tourism sector accounts for 5 per cent of global carbon dioxide emissions, with accommodation comprising 20 per cent of that, according to the UN World Tourism Organization.

Water is a major concern in most destinations, as is waste recycling. Other issues are energy production and conservation; biodiversity that protects and encourages multiple plant and animal species; social sustainability including employee and community wellbeing, and the use of local and fair trade produce.

The solution

The solution is in the hands (and purse) of the traveller. Ask questions when booking and when in residence. It’s an issue of buyer be aware, buyer be pro-active, buyer take responsibility and push suppliers to provide innovative green solutions. Travellers should develop some expertise and start to be green smart.

“Consumers can make a difference by engaging with the hotel management about the way they run the hotel. You need to get beyond the label, ask about specifics and expect to see the evidence. Ask before you book, when you check in, while you are resident,” Dr Goodwin encourages.

KEY QUESTIONS:

Water: 

Do the rooms have aerated showers? If so, request a room with one. Is recycled water used for the garden?

Waste:

Does the property recycle or reuse its waste? Does the hotel provide refillable toiletries or do they create waste with lots of packaging?

Insist on a choice about how often your towels and bed linen is changed. If your choice is not respected, complain to management.

Energy: 

When you book and check in ask for an eco-room. If the TV and lights are on when you enter the room, ask why. Is there a key card operated switch by the door? If not, ask why.

Biodiversity: 

Ask whether the hotel’s grounds have been planted with local species and what birds and butterflies you might expect to see in the grounds.

Social responsibility:

Ask whether the local employees are paid the same as the agency staff.

Ask how many hours room-cleaners work and how many rooms they are expected to clean in a shift.

Ask what food and beverage materials and soft furnishings have been purchased within 10 km of the hotel. Ask for details and make a point of choosing those particular items while in the hotel.

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