1. Workshop
Business communication
Question 1. How have the hotels been implementing the principles of sustainable
development? What evidence (how do they communicate that evidence) has been
observed/provided?
All of the hotels want and try to implement sustainable actions in their operations. They see
sustainability as a good marketing tool and competitive advantage. The evidence of sustainability in
the hotels is mostly based on the recycling and cost-saving matters, e.g. in electricity. Using key
cards and implementing corporate social responsibility (CSR) to management is currently used at
some hotels. Some of the hotels have labels, e.g. Finnish Swan eco-label and Green Key label in
Belgium.
Based on the research our experience is that many of the hotels still are concentrating on
productivity and profit making instead of sustainability. Hotels should make investments in the
long-term. Bigger investments in sustainability will save costs in the future.
Question 2. Which sustainable development aspects are the most important for each group of
stakeholders?
We have analyzed the situation of 4 countries: Belgium, Holland, Finland and Lithuania. The
importance of different groups of stakeholders are quite similar, except government and other
institutions situation. Here are our study’ result:
Stakeholder Current situation Possibilities
Customers • Make it physical, • More pressure for
touchable costumers
• Some requirements for • More discussions about
eco signs, ecological ”green activities”
products
Employees • Employees has to have • More discussions how
more knowledge about to save and how to use
sustainability technologies
Suppliers • To minimize the • Appreciate new
transportation (ordering standarts, give
from one company and suggestions
asking to bring goods
once a week instead
few times in a week)
Shareholders • Just business and • Mostly for future
profit…

2. • revenues strategies
Governments and other • Government provides • Make new laws,
institutions subcides. regulations
• They are giving some • More attention to this
regulations how to do subject
certain things
• For example, The
Dutch hotelchain ''¨Van
Der Valk'' introduced a
new system to create
awareness for the
environment of their
consumers. Every
hotelroom has a sign
with the calculation of
how much energy they
use during their stay.
They ask their
customers to consider if
the room really needs to
be cleaned or if they
really need new towels.
The customer can
easily see how much
energy is saved or used.
Local environment • Buying food from local • Hotels could provide
communities more information for
• Giving work-places for the local community
local people
Question 3. Which means for gathering feedback from stakeholders do the hotels apply?
What do the hotels do to encourage cooperation with and engagement of stakeholders into the
process?
Most hotels ask feedback from their clients through questionnaires. It is an after stay evaluation on
satisfaction, sustainable matters aren’t part of it. If feedback is given, it is mostly the client who
takes the initiative. Clients are encouraged to be environmental friendly with the towel and sheets
replacement programs.
In every hotel there were possibilities for the employees to give feedback and bring new ideas to the
work floor. This option is rarely used as employees should have a basic knowledge on sustainability
in order to develop their own opinion on the topic. To create awareness among the employees
training is an important and crucial aspect.

3. In regards to the suppliers we found out that a hotel does not receive feedback but should give
feedback. While developing a policy on sustainability they should carry out this policy towards
their suppliers.
On a governmental level feedback happens mostly under the form of fines if regulations aren’t
followed properly.
Question 4. What incentives encourage participation (of the hotels) in the process of
sustainable development?
The Green Key is the most common label and well known internationally. This label stands for sustainability
in the hospitality. There are different requirements to meet in order to receive the label. Most hotels have the
goal to receive this.
As a possibility for the future we were thinking about a customer loyalty program regarding sustainability.
The use of energy and water is related to the key card and customers who behave sustainable will be
rewarded.
Question 5. What are the benefits of being the part of sustainable development process
(consider each individual stakeholder group)?
Stakeholder Current situation Possibilities
Customers The current benefits are the We were thinking about an
awareness of the customers. incentive program for
The good thing is that customers to stimulate the
customers are becoming more sustainability. The use of
critical and other hotels need to energy is linked to the key card
adjust their selves in order to and the consumer can be
meet the expectations. rewarded for their sustainable
behavior.
Employees Employees are also more Employees can also be
aware and they will use it rewarded by their sustainable
during work. They will do behavior.
more sustainable things like
double print of paperwork and
recycling.
Suppliers The benefits for suppliers are
brand expansion and a good
reputation when hotels use
their ecological products.
Shareholders Reducing the use of water,
energy and waste will lower
the costs and the business
results will be better.
Governments and other When hotels are becoming The government can use the
institutions more sustainable people will sustainability of hotels (in

4. see the country as an example combination with other
for other countries. countries) to promote this
abroad for a good reputation.
Local environment The purchase of local products
will stimulate the local trade
and gives small suppliers the
opportunity to expand.