DO GUESTS REALLY CARE ABOUT SUSTAINABILITY? A CLOSER LOOK AT TRAVELLER BEHAVIOUR
In the modern world, the issue of sustainability has become increasingly prominent, with individuals, businesses, and governments alike striving to minimize their environmental footprint. However, when it comes to the hospitality industry, particularly hotels and accommodation, I ask myself: do guests truly care about sustainability?
This question often emerges when despite efforts to promote sustainability, guests continue to engage in behaviours that seem contradictory. For instance, even with assurances of safe drinking water, I have some guests still opt for bottled water. This scenario prompts a deeper examination of traveller attitudes and behaviours regarding sustainability.
Convenience Over Sustainability
One perspective suggests that guests may prioritise convenience over sustainability. In the case of bottled water, guests might find it more convenient to grab a bottle from the nearby convenience store rather than refilling a reusable water bottle. This convenience factor, coupled with habits formed over time, can lead to choices that contradict sustainability efforts.
Cultural Differences
Moreover, cultural differences and perceptions play a significant role. While sustainability may be a growing concern globally, its importance can vary greatly among different regions and demographics. Some guests may come from areas where access to safe drinking water is a concern, leading them to opt for bottled water out of habit or perceived necessity, regardless of the assurances provided by the accommodation.
Furthermore, there's the issue of trust. Despite assurances about the safety of tap water, guests may still harbour doubts or concerns, particularly if they are unfamiliar with the local water quality standards or have had negative experiences in the past. Building trust and effectively communicating the safety and sustainability initiatives of the accommodation are crucial in addressing such apprehensions.
Bridging the Gap
However, it's essential not to generalise all guests' behaviours based on individual experiences. Many travellers do prioritise sustainability and actively seek out accommodation that align with their values. Surveys and studies have shown a growing trend of travellers choosing eco-friendly options, such as hosted accommodation with green certifications or sustainable practices.
So, what can we do to bridge the gap between sustainability efforts and guest behaviour? Firstly, education and awareness are key. Providing clear information about the environmental initiatives in place, including details about water safety, can help alleviate concerns and encourage more sustainable choices.
Additionally, offering convenient alternatives can make a significant difference. Providing easy access to filtered water stations or reusable water bottles in rooms can encourage guests to choose sustainable options without sacrificing convenience.
Desirae Kirby - Rotorua Sustainable Charter
In the interest of sustainability and to find out more about how this sits in New Zealand, I interveiwed Desirae Kirby from the Rotorua Sustainable Charter. Desirae is a passionate advocate of all things regeneration! This interview covers best practice, emerging issues and trends. We finish with a great business case. Fascinating!
CONCLUSION
Ultimately, while there may be instances where guests' actions seem to contradict sustainability efforts, it's crucial to recognize the diversity of attitudes and behaviours among travellers. By understanding guest preferences, addressing concerns, and offering practical solutions, accommodations can work towards fostering a more sustainable hospitality industry while meeting the needs and expectations of their guests.