Sustainable Hospitality

2. Learning Objectives
To know and
understand the
corporate social
responsibility
To be able to
know, what is
Greenhushing?
To recognize the
status quo and
reasons for not
accepting it

3. Overview
Involvement more
cold and wet
weather
Weather change
extremely
Rains and
temperature differs
from year-to-year
The cause of more snow/rain is increased water in the atmosphere; there’s more
water than usual because it evaporated from places or in quantities that it normally
doesn’t – because of increasing heat.
Source: https://snowbrains.com/understanding-climate-change-global-warming/

4. Overview
Global warming
denotes only to the
Earth’s rising
surface
temperature
Climate change
includes warming
and the “side
effects” of warming
like melting
glaciers, heavier
rainstorms, or more
frequent drought.
Source: https://unofficialnetworks.com/2015/06/17/whats-the-
difference-between-global-warming-and-climate-change-
climate-gov/

5. Overview
According to Thomas Malthus’s Essay on Population cautioned that out-
of-control population growth would exhaust resources and bring about
wide spread famine.

6. Corporate Social Responsibilities,
Reporting and Transparency
Sustainability plays an important
role at the operational, the
tactical and the strategic level for
most companies in this industry
 A well known measures are
cards in hotel bathrooms
with messages about
reusing towels
 Menus with only vegetarian
 Hospitality business and
professionals include
sustainability aspects in
their marketing messages

7. Corporate Social Responsibilities,
Reporting and Transparency
Some companies are listed in
the stock exchange have
developed sustainable policies
such as Corporate Social
Responsibility (CSR)
Or Corporate Citizenship (CC)
Companies report on their
environmental, social and
economic impact the well known
three (3) P’s : People, Planet
and Profit

8. Corporate Social Responsibilities,
Reporting and Transparency
https://www.sminvestments.com/
sites/default/files/esg_report/SM
PH_SR%2017_20180508_for_w
eb_v2.pdf
Sample CSR report of SM Prime Holding

9. Greenhushing
Companies stress their commitment
to sustainability and to integrating it
to their core business strategy while
pursuing continuing growth which
makes a range of demands on
environmental resources. It means
companies engage in
Greenwashing to attract customers
that value sustainability
Greenhushing is the phenomenon
relates to purposely understanding
your efforts with respect to
sustainability measures and
initiatives out of a fear of scaring off
potential customer
Hotel industry are convinced that
customers are driven by their hedonic
and gain motives

10. Greenhushing
It is believe that customers do not
want to be bothered with
sustainability measures and
initiatives and simply want to enjoy
their stay, holiday, evening out or
visit offered to them by the
hospitality company without being
confronted with possible negative
impacts linked to their decision
regarding consuming a particular
hospitality product, service or
experience.
This leads consumers ending up rather
skeptical regarding the motives of
those claiming to be or act sustainable.
Cynicism is then interpreted by
hospitality providers as not caring
about or not wanting to be bothered
with sustainability measures and
initiatives.

11. Transparency is the key ingredient and
preconditioning for achieving
sustainable development even at the
level of an individual company
Corporate Social Responsibilities,
Reporting and Transparency
Satisfy the shareholders who expect
reasonable return on their investment
An industry that the core product is
hospitality experience that the concept
is based on luxury, indulgence and
oversupply difficult to change
With limited financial means and
access to new insights and
technologies it makes it difficult to
these changes
The heart of the hospitality industry is
the relationship between the host and
guest – open and direct
communication

12. Status Quo and Reasons for
Not Accepting it
There are a lot of progress has been
made with respect to making this
industry less unsustainable
Despite the range of sustainability
measures and initiatives already
introduced to date, this industry still
negatively impacts our environment
significantly
There is no reason why hospitality
industry contribution to sustainable
development would have to stop at
reducing its negative impact.
The industry could also
create a number of
positive impact

13. Status Quo and Reasons for
Not Accepting it
Three Reasons Why Hospitality Industry is
the Perfect Position to Minimize Negative
Impact:
Hospitality experience are offered by wide
variety of businesses and professionals,
ranging from powerful and influential globally
operating chains to local, independent
business that are completely intertwined with
local communities
Business and professionals providing
hospitality experience to customers are
automatically linked to local social, economic
and environmental system and thus create
work and income for local residents.
Hospitality experiences are consumed
by almost all of us
1
2
3

14. Source:
Improving Sustainability in Hospitality Industry by Frans
Melissen and Lieke Sauer, 2018