Sustainable marketing and communication: How to convey your hotel's values to your guests

Content in collaboration with our partner Bioscore Sustainability, a sustainability consultancy for tourism companies.

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Sustainability has become a fundamental pillar of tourism, and more and more travelers are seeking experiences that minimize their impact on the environment and benefit local communities. For hoteliers, this trend not only represents an opportunity to contribute to the well-being of the planet, but also to stand out in a competitive market. In this context, sustainable communication and marketing emerge as key tools to convey the positive values of your hotel to your guests, generating added value that goes beyond simply offering accommodation.

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The importance of communicating your sustainable values

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Today, sustainability is not just a fad, but a growing expectation among travelers. According to a 2023 Booking.com study, more than 70% of global travelers consider it important for accommodations to implement sustainable practices. However, it is not enough to adopt these practices; it is crucial to communicate them effectively to attract this segment of conscious customers.

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Sustainability certification, such as that offered by Bioscore, can play a critical role in this strategy. Having a recognized certification not only supports your sustainability efforts, but also serves as a powerful marketing incentive, differentiating you from the competition. This certification provides credibility and trust, which is essential for guests looking to ensure that their choice of accommodation really does contribute to a positive impact.

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How to integrate sustainability into your marketing strategy

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The key to communicating sustainability lies in authenticity. Today's consumers are adept at detecting stilted messages or "green" marketing campaigns that are not backed up by real action. Therefore, it is essential that all of your hotel's sustainable initiatives are consistently integrated into its marketing strategy.

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Telling your story

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Every hotel has a unique story to tell about its sustainability journey. Whether it's transitioning to renewable energy, implementing advanced recycling systems, or collaborating with local communities, these stories humanize your brand and create an emotional connection with guests. Use your website, blog, and social media to share these stories, detailing your hotel's sustainable efforts and achievements.

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Transparency of information

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Transparency is fundamental to sustainable communication. Provide your guests with clear and verifiable information about your hotel's sustainable practices. This can include data on carbon emissions reduction, water savings, use of local and organic products, or any other measures you are implementing. Bioscore certification can be a valuable tool here, as it provides an external and recognized endorsement of your sustainable practices.

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Focusing on guest benefits

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Travelers are often willing to opt for sustainable options if they understand the direct benefits to them. Highlight how your sustainable practices enhance their experience: rooms free of toxic chemicals, fresher and healthier food from local producers, or a more peaceful and natural environment thanks to your conservation efforts. These are tangible advantages that can motivate guests to choose your hotel.

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Leveraging technology

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Digital tools are powerful allies in promoting sustainability. Use your website to highlight your sustainable practices with dedicated sections or badges that certify your achievements. Integrate booking options that allow guests to select eco-friendly stays, such as energy-saving rooms or packages that offset your carbon footprint. Also, use email and social media to keep guests informed about new sustainability initiatives and achievements.

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The role of personnel in sustainable communication

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Your hotel staff are key ambassadors of your sustainable values. It is essential that all employees are well informed about your hotel's sustainability practices and policies, and can communicate them clearly and enthusiastically to guests. A committed and well-trained team can transform a simple interaction into an opportunity to educate and motivate guests to adopt more sustainable practices during their stay.

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• Ongoing training: Provide regular training to staff on sustainability, including the benefits of the practices implemented and how to communicate these aspects to guests. This not only increases staff satisfaction and engagement, but also ensures a consistent and authentic guest experience.

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• Staff empowerment: Involve staff in the creation and implementation of new sustainable initiatives. When employees feel they are part of the process, they are more likely to become passionate advocates of sustainable practices to guests.

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How guests can be part of sustainability

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Involving guests in your sustainability efforts not only reinforces your commitment, but also enriches their experience. Here are some strategies to achieve this:

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Offering sustainable experiences

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Organize activities and tours that promote sustainability, such as visits to local farms, cooking workshops with organic ingredients, or nature excursions that highlight environmental conservation. These experiences not only educate guests, but also allow them to actively contribute to the well-being of the destination.

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Encouraging responsible behavior

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Offer rewards or benefits to guests who adopt responsible practices during their stay, such as reusing towels, participating in recycling programs, or reducing energy consumption in the room. These actions can be incentivized through discounts, loyalty points, or even special recognition.

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Facilitate carbon footprint offsetting

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Give guests the option to offset the carbon footprint of their trip by donating to conservation projects or purchasing carbon credits. This not only amplifies your positive impact, but also strengthens the perception of your hotel as a leader in sustainability.

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The value of Bioscore certification in sustainable marketing

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Having a recognized sustainability certification, such as Bioscore, is not only an endorsement of your efforts, but also a powerful marketing tool. This certification allows hotels to tangibly demonstrate their commitment to sustainability, generating trust among guests and differentiating themselves in a saturated market.

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Bioscore evaluates different aspects of sustainability in a hotel, from energy efficiency to social responsibility, and provides a score that can be easily communicated to customers. This type of certification not only helps to attract a more conscious audience, but can also enhance a hotel's reputation and encourage guest loyalty.

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In a world where sustainability is increasingly valued, communicating your hotel's efforts and values effectively is crucial. Through a well-articulated sustainable marketing strategy, including Bioscore certification, you can not only attract an audience committed to responsible tourism, but also build a strong and differentiated hotel brand that reflects a true commitment to the future of the planet.

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Sustainability is not only an ethical imperative, but also a business opportunity. By conveying your values clearly, authentically and effectively, you will not only be contributing to more conscious tourism, but also ensuring the long-term success and relevance of your hotel in a constantly evolving marketplace.

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