When one thinks about lawnmowers, certain things come to mind—loud noises, industrial smells, an overall disruption of the peace. And while many hoteliers probably believe that lawn maintenance can only be accomplished with a disruptive piece of heavy machinery, there are other options. Cuter, cuddlier, and overall adorable options that delight rather than disturb guests. Calistoga Ranch, an Auberge Resort, which can be found nestled in a wooded area adjacent to its own vineyard in Napa Valley, Calif., uses babydoll sheep to maintain its fields. The sheep are efficient lawnmowers that keep the lawn in tip-top shape. But their real appeal is that they decrease Calistoga Ranch’s eco-footprint while keeping guests engaged in the resort’s green mission and coming back for more.
Calistoga Ranch is just one property that is putting guest-facing green initiatives front and center, capitalizing on guests’ desire to do right by the environment while at their homes-away-from-home. In fact, according to a 2013 TripAdvisor survey, 62 percent of travelers often or always consider the environment when choosing hotels. And, 69 percent of travelers are looking to increase their eco-awareness when making future travel decisions. A 2016 survey, this one by Asia Pulp and Paper, indicated that eco-friendly guests are also willing to pay more to ensure they’re getting a green experience. The survey showed that more than half of all consumers (56 percent) would entertain the idea of paying more to stay in a hotel that provided sustainable paper and packaging in the guestrooms. This number jumped to 63 percent when only considering millennials, with a full 19 percent saying they would definitely pay more.
However, there’s an issue. Many hotels could do a better job of communicating their green initiatives to guests. The Trip-Advisor survey showed that 64 percent of respondents rarely or never feel informed about whether hotels are truly eco-friendly, and 93 percent admit they don’t due their due diligence and vet properties before they stay there.
Luckily, today’s hoteliers are more aware of the positive impact green programs can have on their bottom lines, which means they’re stepping up efforts to promote just that. “On an otherwise even playing field, guests will choose a hotel that has green initiatives,” says Brian McGuinness,
senior vice president of Starwood’s specialty select brands, including Element, which flaunts its green bonafides. “Whether that be the water, the lighting, or recycling programs, guests like hearing about the green programs a hotel has in place,” McGuinness adds.
Oftentimes even the most “green” hotel’s programs all take place behind the scenes. LED lighting and low-flow toilets, while great for the environment and the hotel’s bottom line, don’t tell the sexiest story when a hotelier looks to attract green-minded guests. However, there are hoteliers out there breaking the mold and calling attention to their green programs, like Calistoga Ranch. And as a result, these properties are seeing occupancy and profits rise.
