In an era where the clamour for environmental stewardship echoes through the corridors of industries worldwide, the hotel sector stands at the vanguard, championing a transformative agenda that marries profitability with sustainability. At the heart of this revolution, a recent dialogue unfolded at FITUR in Madrid, where industry luminaries gathered at the joint stand of BEONx and Hotelverse to dissect the symbiotic relationship between sustainable practices and economic gains.
Moderated by the astute journalist Borja Cameselle of LADEVI, the round table featured an illustrious panel, including Finn Ackermann of Iberostar, Patrick Apostolo of Radisson Hotels, and Helen Montijano of Bahia Principe. The discourse illuminated a critical insight: sustainability transcends moral obligation, emerging as a potent lever for profitability within the hotel sector.
The conversation, ripe with expertise and insights, unveiled a compelling narrative. Helen Montijano of Bahia Principe articulated a vision of sustainability that intertwines with local culture, advocating for the maintenance and education of staff as pillars of sustainable hotel development. This perspective underscores a broader, more integrated approach to sustainability beyond mere investments to embrace the essence of local identities and communities.
Learn how environmental responsibility is becoming a profit-making strategy.
Patrick Apostolo of Radisson Hotels delineated the evolution of sustainability from essential initiatives to sophisticated, multi-company collaborative projects. Apostolo’s narrative highlighted the dynamic nature of the hotel industry, stressing the importance of adapting to local market variables and consumer preferences. His reflections revealed a sector in flux, where sustainability shapes hotels’ structural and aesthetic dimensions, influencing asset value and competitive edge.
Finn Ackermann of Iberostar presented a compelling case for the inherent profitability of sustainability. Ackermann’s experiences illustrated how initiatives ranging from eliminating single-use plastics to electrifying hotel operations foster environmental stewardship and catalyze economic benefits. Iberostar’s journey underscores a pivotal realization: sustainable practices yield tangible returns when embedded into the core operations of hotels.
The dialogue transcended economic considerations to touch upon the reputational impacts of sustainability. Montijano emphasized sustainability as a cornerstone of brand DNA, a strategy that transcends marketing to become a manifestation of genuine commitment. This ethos, she argued, not only fosters continuous improvement but also positions hotels as conscious, responsible entities in the eyes of consumers.
Ackermann further expanded on the theme, positing that thoughtfully implemented sustainability enhances the customer experience. From adopting glass bottles to using artificial intelligence for waste reduction, sustainable practices add value that enriches the guest experience.
The conversation also ventured into the analytical realm, with Apostolo highlighting the role of KPIs and technologies like artificial intelligence in measuring sustainability. This analytical rigour is pivotal, driving operational efficiency and minimizing environmental footprint.
A reflection on the COVID-19 pandemic revealed a silver lining: an opportunity for the hotel industry to reassess costs and sustainability. The pandemic-induced hiatus allowed for a deeper understanding of hotel operations, underscoring the necessity of structural interventions for meaningful sustainability advancements.
In closing, the roundtable participants unanimously advocated for hotel collaboration to tackle industry-wide challenges. Apostolo’s call for increased cooperation amidst competition underscored a new paradigm in the hotel industry, one where shared goals pave the way for collective success.
Finn Ackermann’s closing remarks encapsulated a forward-looking vision, emphasizing the importance of transparent storytelling in sustainability efforts. By openly sharing their sustainable journeys, hotels can demystify their practices, fostering a reality where sustainability is not just a marketing ploy but a genuine contributor to profitability.
This discourse at FITUR spotlighted the innovative strides in the hotel industry and framed sustainability as a cornerstone of future success. As the sector evolves, the synergy between environmental stewardship and economic prosperity promises to redefine the hospitality landscape, heralding a new era where sustainability is synonymous with profitability.
Written by: My Thanh Pham
