Fairmont Hotel Case StudyStudent: Bing Wang

Questions:1: Can the concept of sustainability marketing be compatible with the process of trying to compete within the luxury hotel market?Yes. Sustainability marketing has its competitive advantage in the luxury hotel market. As in this case, by switching to CFL bulbs, Fairmont can save energy cost. In the same time, one advantage of CFL bulb is the fine tune of color temperature, from sharp white to soft white. By choosing different color temperature bulbs in different locations, Fairmont can deliver more convenience to its customers. The benefits of installing commercial water softener are lower the utility bills and a happier bath experience for its guests. Both of these examples give Fairmont a competitive advantage in luxury hotel market by lowering the cost and provide better services.Another advantage is brands differentiation. By actively involved in “Green” activities in different levels, from UN to local community, Fairmont established a great public image in the luxury hotel marketFor environment conscious customers, Fairmont hotel chain will be their first choice comparing to other conventional luxury hotels. This is another competitive advantage.

2: Why do you think Fairmont produced a guide to sustainability practices for the whole industry?Fairmont changed the image of the luxury hotel. It proves luxury is not equal to waste of material and self-centered. Convenience can be served in a sustainable way. It shows to the public. Luxury brand can be social and environmental responsible by involved in different projects, saving energy, saving water, limited use of harmful chemicals and decrease the waste.

3: How could Fairmont try to build relationships with its guests in order to encourage them to play a part in more sustainable use of Fairmont’s service, while still delivering luxury and convenience?First, Fairmont can deliver its green concepts to guests by posters, public media and other means.Second, Fairmont could communicate with its guests before and after check in. It can push the green concept through both online and traditional travel agents. Guests can choose the frequency of sheet changing of the room; can select organic/local grown food; can use shampoo/conditioner provided by the hotel or bring their own, etc. After check in, Fairmont can provide recycle bins in the guest room and business center; can encourage guests to drink tap water instead of bottle water, can provide organic/local grown food in the restaurant. It can also provide its guests a main switch to turn off all electronics at night without leave them at standby mode. All of these methods will give guests more choices to go green without hurt luxury and convenience.