Transforming hospitality to advance sustainable strategies elevates brand equity and bottom-line impact.

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From Vision to Action: Embracing Sustainability in Hospitality

Despite a <a href="https://globalnews.booking.com/download/1161485/booking.comsustainabletravelreport2022final.pdf" target="_blank" rel="noopener">2022 Booking.com report</a> that found 4 out of 5 global travelers prioritized sustainability, there remains a disparity between intentions and actions. Though consumer interest in sustainable travel products doesn&#8217;t match consumer spend, hospitality organizations can still take steps to ensure their sustainability practices mitigate energy costs and positively enhance the bottom lines through brand equity, customer loyalty, lower energy expenses and adherence to ESG principles.
According to a recent <a href="https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/03/23/three-ways-emerging-brands-can-build-customer-loyalty/?sh=d15486448a49" target="_blank" rel="noopener">Forbes article</a>, nearly 90% of consumers say they’ll stay loyal to a brand that shares values similar to their own, and sustainable principles are a part of these values for 65% of millennials and 49% of Baby Boomer purchasers. When hospitality organizations introduce meaningful, sustainable offerings they have a much higher capability of capitalizing on the higher conversion rates of loyal customers.
Every organization should prioritize sustainable strategies, particularly the travel and tourism sectors, which produce 11% of global emissions <a href="https://www3.weforum.org/docs/WEF_How_to_Create_the_Sustainable_Travel_Products_Customers_Want_2022.pdf" target="_blank" rel="noopener">(World Economic Forum)</a>. Within hospitality, taking actions like utilizing clean energy and efficient fuels, reducing water consumption and scrutinizing supply chains for energy-saving opportunities should be top of mind. We’ve seen our clients thrive by setting renewable energy and water reduction goals and adopting renewable sourcing—a proven formula as part of a sustainability focus.
At frog, we recommend hospitality entities proactively embrace sustainability practices now. Mandates like ESG reporting are on the horizon. Although US regulations are in the pipeline, non-EU firms operating in the EU could face reporting obligations as soon as FY 2025 (reporting in 2026). Larger organizations with intricate review processes must act swiftly to meet these requirements and embed sustainable principles before compliance becomes challenging.
Initiating sustainability efforts begins with establishing a solid organizational vision, a step many organizations have already taken. For instance, <a href="https://wynnresortslimited.gcs-web.com/news-releases/news-release-details/wynn-resorts-highlights-corporate-sustainability-goals-and?field_nir_news_date_value[min]=" target="_blank" rel="noopener">Wynn</a> aims for net-zero emissions across Scopes 1, 2 and 3 by 2050. <a href="https://impact.disney.com/app/uploads/2023/06/2030-Environmental-Goals-White-Paper.pdf" target="_blank" rel="noopener">Disney</a> targets net zero for Scopes 1 and 2 by 2030, while <a href="https://serve360.marriott.com/wp-content/uploads/2022/09/Marriott-2022-CDP-Climate-Change.pdf" target="_blank" rel="noopener">Marriott</a> adapts its procurement strategy for 30% renewable electricity use by 2025.

To evolve with the changing sustainability landscape, companies should address three key priorities:

Beyond offering just a sustainable no&#8211;housekeeping choice, frog collaborates with enterprises to reimagine experience offerings deeply ingrained in sustainability. Our aim is to reshape the discourse on sustainability and identify avenues for businesses to embrace meaningful change.

Design and activate sustainable experiences:

Implementing ESG reporting and enabling data platforms allows hospitality organizations to take data-driven actions, report on progress and ensure compliance with recognized standards such as ISO 14001, Green Globe, Earth Check, CDP Climate and the Change Score.

Measure sustainability impact:

Evaluate the end-to-end supply chain of products that may be impacting an organization’s 3rd Scope Impact, ensuring visibility and transparency.

Assess sustainable procurement practices:

Translating vision into action

<h3>Differentiating through sustainability</h3>
Sustainability in the hospitality sector is hardly a passing trend. It&#8217;s the avenue for organizations to distinguish themselves, enhance profitability and contribute positively to the planet. At frog, we specialize in guiding you toward sustainable success, aligning with your hospitality objectives and beyond. Initiate your sustainability journey by <a class="Hyperlink SCXW79492969 BCX0" href="https://www.frog.co/contact" rel="noreferrer noopener">connecting with us</a>.

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Anne Schwappach

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