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

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

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Sustainability has become a fundamental pillar of tourism, and more and more travelers are looking for 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 are emerging 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 trend, 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 decisive 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, essential aspects for guests who want to ensure that their choice of accommodation truly contributes 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 experts at detecting forced messages or "green" marketing campaigns that are not backed up by real actions. Therefore, it is essential that all your hotel's sustainable initiatives are coherently integrated into your marketing strategy.

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Tell your story

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Each hotel has a unique story to tell about its path to sustainability. Whether it's a transition to the use of renewable energy, the implementation of advanced recycling systems, or collaboration with local communities, these stories humanize your brand and create an emotional connection with guests. Use your website, blog, and social networks to share these stories, detailing your hotel's sustainable efforts and achievements.

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Transparency in information

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Transparency is fundamental in sustainable communication. Provide your guests with clear and verifiable information about your hotel's sustainable practices. This may include data on carbon emission reduction, water saving, use of local and organic products, or any other measure you are implementing. Bioscore certification can be a valuable tool here, as it provides external and recognized support for your sustainable practices.

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Focus on the benefits for the guest

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

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Leverage 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 rooms with energy-saving systems or packages that offset their carbon footprint. In addition, use email and social networks to keep your guests informed about new initiatives and achievements in sustainability.

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The role of staff in sustainable communication

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Your hotel staff is a key ambassador of your sustainable values. It is essential that all employees are well informed about your hotel's sustainability practices and policies, and that they 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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• Continuous 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 commitment, but also ensures a consistent and authentic customer 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 for sustainable practices with guests.

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How guests can be part of sustainability

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Engaging 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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Offer 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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Incentivize 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 recognitions.

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Facilitate carbon footprint offsetting

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Provide guests with the option to offset their trip's carbon footprint by donating to conservation projects or purchasing carbon credits. This not only expands their 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 element. This certification allows hotels to tangibly demonstrate their commitment to sustainability, building 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 attract a more conscious audience, but can also improve the hotel's reputation and foster 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, which includes Bioscore certification, you can not only attract an audience committed to responsible tourism, but also build a solid 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 a more conscious tourism, but also ensuring the long-term success and relevance of your hotel in a constantly evolving market.

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