Workshop

Business communication

Question 1. How have the hotels been implementing the principles of sustainable development? What evidence (how do they communicate that evidence) has been observed/provided?

All of the hotels want and try to implement sustainable actions in their operations. They see sustainability as a good marketing tool and competitive advantage. The evidence of sustainability in the hotels is mostly based on the recycling and cost-saving matters, e.g. in electricity. Using key cards and implementing corporate social responsibility (CSR) to management is currently used at some hotels. Some of the hotels have labels, e.g. Finnish Swan eco-label and Green Key label in Belgium.

Based on the research our experience is that many of the hotels still are concentrating on productivity and profit making instead of sustainability. Hotels should make investments in the long-term. Bigger investments in sustainability will save costs in the future.

Question 2. Which sustainable development aspects are the most important for each group of stakeholders?

We have analyzed the situation of 4 countries: Belgium, Holland, Finland and Lithuania. The importance of different groups of stakeholders are quite similar, except government and other institutions situation. Here are our study’ result:

Stakeholder  Current situation Possibilities 

Customers  • Make it physical, touchable

• Some requirements for eco signs, ecological products

• More pressure for costumers

• More discussions about ”green activities”

Employees  • Employees has to have more knowledge about sustainability 

• More discussions how to save and how to use technologies 

Suppliers  • To minimize the transportation (ordering from one company and asking to bring goods once a week instead few times in a week) 

• Appreciate new standarts, give suggestions 

Shareholders  • Just business and profit…

• Mostly for future

• revenues strategies 

Governments and other institutions 

• Government provides subcides.

• They are giving some regulations how to do certain things

• For example, The Dutch hotelchain ''¨Van Der Valk'' introduced a new system to create awareness for the environment of their consumers. Every hotelroom has a sign with the calculation of how much energy they use during their stay. They ask their customers to consider if the room really needs to be cleaned or if they really need new towels. The customer can easily see how much energy is saved or used.

• Make new laws, regulations

• More attention to this subject

Local environment • Buying food from local communities

• Giving work-places for local people

• Hotels could provide more information for the local community 

Question 3. Which means for gathering feedback from stakeholders do the hotels apply? What do the hotels do to encourage cooperation with and engagement of stakeholders into the process?

Most hotels ask feedback from their clients through questionnaires. It is an after stay evaluation on satisfaction, sustainable matters aren’t part of it. If feedback is given, it is mostly the client who takes the initiative. Clients are encouraged to be environmental friendly with the towel and sheets replacement programs.

In every hotel there were possibilities for the employees to give feedback and bring new ideas to the work floor. This option is rarely used as employees should have a basic knowledge on sustainability in order to develop their own opinion on the topic. To create awareness among the employees training is an important and crucial aspect.

In regards to the suppliers we found out that a hotel does not receive feedback but should give feedback. While developing a policy on sustainability they should carry out this policy towards their suppliers.

On a governmental level feedback happens mostly under the form of fines if regulations aren’t followed properly.

Question 4. What incentives encourage participation (of the hotels) in the process of sustainable development?

The Green Key is the most common label and well known internationally. This label stands for sustainability in the hospitality. There are different requirements to meet in order to receive the label. Most hotels have the goal to receive this.

As a possibility for the future we were thinking about a customer loyalty program regarding sustainability. The use of energy and water is related to the key card and customers who behave sustainable will be rewarded.

Question 5. What are the benefits of being the part of sustainable development process (consider each individual stakeholder group)?

Stakeholder Current situation Possibilities Customers The current benefits are the

awareness of the customers. The good thing is that customers are becoming more critical and other hotels need to adjust their selves in order to meet the expectations.

We were thinking about an incentive program for customers to stimulate the sustainability. The use of energy is linked to the key card and the consumer can be rewarded for their sustainable behavior.

Employees Employees are also more aware and they will use it during work. They will do more sustainable things like double print of paperwork and recycling.

Employees can also be rewarded by their sustainable behavior.

Suppliers The benefits for suppliers are brand expansion and a good reputation when hotels use their ecological products.

Shareholders Reducing the use of water, energy and waste will lower the costs and the business results will be better.

Governments and other institutions

When hotels are becoming more sustainable people will

The government can use the sustainability of hotels (in

see the country as an example for other countries.

combination with other countries) to promote this abroad for a good reputation.

Local environment The purchase of local products will stimulate the local trade and gives small suppliers the opportunity to expand.