Jaunt: Changes in travelers’ values lead to diverse green lodging options

There was a time when green just described the grass or Kermit, but that has changed.  As consumer environmental awareness increases,  their shifting values are changing what mainstream companies value, too. There’s no better industry to look at this shift than travel and tourism.

If I asked you 20 years ago what came to mind when you heard “Green Lodging” you would probably talk about a small hut in the middle of no where.  Mosquito nets, perhaps?  Today, green lodging means so much more. It’s your local Sheraton or an eco adventure resort in Costa Rica.

So what or who makes it possible to go green at a major hotel chains and super sustainable independent operations alike ? You can thank a group of influential thinkers representing LOHAS (Lifestyles of Health and Sustainability).  According to Green Lodging News, this group of more than 40 million people makes up $200 + billion for goods and services, and they associate loyalty with brands  and companies that share their social and environmental interests. The LOHAS marketplace is expected to grow to $425 million in three years according to the Natural Marketing Institute.

A prime example of a mainstream hotel taking sustainability to heart is the Sheraton brand. Energy efficiency and sustainability is a key component of the brand’s multibillion dollar revitalization effort.  Take the Sheraton Suites Tampa Airport Westshore in Tampa, Fla., as a local example:

*************************************************************************************************************************

The Sheraton Suites Tampa Airport Westshore is completing a multimillion-dollar renovation project, in which they devote significant resources to improve environmental efficiencies across the board. The Westshore District hotel unveils its innovative sustainability platform, emphasizing features that help the hotel as well as its community.

“Make A Green Choice” Program
Spearheading the eco-initiative, hotel management has launched the “Make a Green Choice” (MAGC) program. Through this project, the Sheraton aims to improve housekeeping sustainability and productivity. Participating guests can decline housekeeping service for a day, and in exchange for helping the Sheraton conserve natural resources, they receive a $5 gift card for use at the hotel restaurant or 500 Starwood Preferred Guest (SPG) Points.

“The new management team, Davidson Hotel Company, is committed to engaging all guests as well as employees to actively support sustainability efforts,” said Ray Zepp, general manager at the Sheraton. “This new program helps to reward those that make a ‘green’ decision, no matter how small it seems.”

Zepp believes the MAGC program is a wise business move, as it will result in fewer rooms needing to be cleaned. That means they will not only save on labor costs, but also on water, energy and chemical expenses. Furthermore, it should increase loyalty and drive more guests to the hotel’s new restaurant.

Indoor Landscaping
In addition, the Sheraton, which is centered on an eight-story tropical atrium, is focusing on indoor landscaping to increase the building’s sustainability. The large garden that makes up most of the atrium floor is being refurbished as part of the hotel’s multimillion-dollar renovation. The show pieces contained in the atrium include the largest indoor screw pine in Florida, as well as Canary Island Date Palms, which are rarely seen in interior landscaping due to their large size. Many of the plants, especially the large palms, have been growing there since the hotel was built in 1986.

The attractive indoor plants serve another purpose. In various ways, the garden lowers the hotel’s demand on the water supply, improves the indoor air quality, reduces excess noise, and more.

“Our hotel is known for the large, open atrium that you see the minute you walk in here,” Zepp said. “While not many people know that our indoor garden increases our property’s sustainability, what better way to immediately communicate ‘green’ than a tropical landscape?”

Green in the Details
The hotel does not omit the seemingly small details in its green initiative. It has a robust recycling program, in which they recycle paper, cans, plastic, batteries, light bulbs, and copy toner cartridges; lights are monitored and turned off when not needed; and the water flow has been lowered in both the showers and sink faucets. The hotel has also eliminated the need for a garbage disposal.

Taking the time to make these improvements in increasing its sustainability proved worthwhile last year. The state of Florida awarded the Sheraton a One Palm Certification in 2008. According to the Florida Department of Environmental Protection, “the voluntary state initiative provides the lodging industry with technical assistance, encouraging hotels and motels to adopt cost-saving ‘green’ practices that reduce waste and conserve natural resources.”

***********************************************************************************************************************

They’re not the only ones.

The first LEED-built Ritz Carlton opens  in North Carolina

Reno’s Peppermill Resort Spa Casino invests 8.1 million in geothermal energy

And of all places, Oklahoma Tourism and Recreation Department unveils a sustainable travel initiative.

Upcycle your Halloween attire

Upcycled Necklace by PurpleArtLove available at Etsy.com

Happy Autumn! Here’s a preview of some sustainable Halloween goodies to come.  This festive necklace is actually upcycled creation — made by Purpleartlove on Etsy.  The orange tags were saved from a landfill while the metal embellishments were added by hand.

Is Generation Y a thorn in the ‘Green’ movement’s side?

There’s already a “Greatest Generation.” Tom Brokaw took care of that by affectionately  crowning the group of Americans who grew up during the depression, went on to fight in World War II and helped build the U.S. in the year following the war. I would say that’s a well-deserved title. But what about Generation Y? What will our legacy be?

I used to think Millenials could be the Greenest Generation, but there are some obstacles standing in our way. Here are some highlights from a study commissioned by IBM and analysis published on Greenbiz.com.

• 72 percent of Gen-Y members surveyed admitted that they wasted water on a regular basis.
• Fifty-six percent said they leave the tap water running while brushing their teeth
• Forty percent allow the shower to run for “a few minutes” before getting in.

According to the article, IBM estimates that leaving water running for two minutes during toothbrushing alone wastes about 12 liters of water, which the company extrapolates to equal over 236 million liters (more than 62 million gallons) wasted per week.

In terms of awareness of energy use, 55 percent of young adults couldn’t correctly guess whether a clothes dryer or an incandescent lightbulb used more energy.

Eco Kids: Sustainable toys can teach a greater message

My parents used to tell me that out of all of my dolls, stuffed animals and crazy noise-making toys,  a ride across the carpet in a Pampers diaper box used to elicit the biggest belly laughs and squeals(Yeah…In the ’80s diapers used to come in big cardboard boxes.).

It’s a perfect example of how kids love simple things, whether it’s the jingle-jangle of your car keys or a tiny hand-held flashlight.

With that, I recently saw some toys made from recycled materials that have that simple, old-fashioned appeal. By purchasing toys that have a history (they’re all made from recycled materials) you’re not only entertaining your kids in a responsible way, but you’re also teaching them valuable life lessons.

Company: Green Toys

Home Base: San Francisco, Calif.

Sustainable Angle: Main ingredient to make the toys: Plastic Milk Jugs.

Mantra: Bringing  American-made toys crafted from recycled materials to households across the U.S. while reminding customers of a simpler time in life

How cute is this Recycling Truck. It dumps, hauls and has recycling compartments.

Have a "Green" tea party

Teach your children to garden indoors

Dear Jif, I know how to read labels

I’ll give them credit for the packaging. Its earthy chocolate-brown cap and accents. Graphics of wholesome peanuts. It says natural on the package, so that must be true.

Well it depends on your definition of the word natural.

You see, when you compare the label of Jif Natural to another so-called natural peanut butter, here’s what you get:

Jif Natural:

- Roasted Peanuts, sugar, less than 2 percent or less of the following: Palm Oil, Salt and Molasses

Smucker’s Natural Peanut Butter: Peanuts and salt

So why all of the palm oil, molasses and sugar? To make it look and feel like the more processed peanut butters? Doesn’t that kind of defeat the purpose of buying something natural?

I file this type of product in marketing’s gray category. No one really gets hurt from the added three to four ingredients, but is it really representing the most natural of products?

I give Jif Natural a C- for its “natural” claim

I give Smucker’s a B+/A- for having simply peanuts and salt

I give Adam’s an A for offering a peanut butter that’s made with simply one thing: Peanuts

Green Envy: Recycled wine bottle appetizer tray

By dpholkdesigns

You’ve gotta love it when artists come up with beautiful ways to reuse house-hold objects. I’m seeing more and more of these melted-down wine bottles and liquor bottles embellished with wire and glass ornaments.

What a way to give something new life.

They’re to be used as cheese or appetizer trays at what kind of parties? Wine tastings, of course.

My favorite part about this particular creation is that is was made by a true-blue artist living in rustic West Virginia.  Visit the d’Pholk Designs Etsy Store to browse other artwork.

Green Marketing Firms: Go green or go home

Word to green marketing companies and public relations firms looking to grab green clients: Practice what you preach.

Hiring a consultant who doesn’t even recycle and then having that firm or person coordinate publicity for your biodegradable serving ware line is utter eco blasphemy. Think loss of credibility and reputation suicide.

Now, that doesn’t mean you have to convert your entire operation to solar power (although, that’s not a bad idea) or require employees to carpool (also not a bad idea  as a voluntary suggestion, of course).  Green communications and marketing leaders are popping up across the country doing the tiny things that matter to get green.

MWW Group, one of the nation’s top 10 public relations agencies, is working toward becoming carbon neutral.

They started small…

• installing energy-efficient light bulbs,
• turning off office lights at the end of the day
• switching from bottled water to filtered

And then took larger steps…

• giving employees a coffee mug to reuse throughout the day instead of paper cups
• providing silverware instead of plastic utensils
• initiating 100 percent recycled paper rule in all offices

Now for the truly creative ideas….

• Introducing two “No Drive to Work Days” per month by encouraging employees to work from home to save resources
• Switching their car service to one outfitted with a fleet of hybrid cars

By making these changes, the company is building their own reputation as a genuinely earth-conscious operation while serving as credible counselors for companies that want to begin eco campaigns.

Talk Back: How is your marketing or public relations company making a commitment to green practices?