86 the green tax
Hotels should attempt to eliminate the price barrier to make it clear that green products are for everyone. Easier said than done, but this can be a remarkable differentiator between similar hotels and a way to de-commoditize hotel rooms.
You should reward good behaviors and consider reward programs that encourage green actions, for example:
- Offer double reward points on green purchases,
- Offer additional reward points or a drink voucher at the bar if guests decline housekeeping services during their stay,
- Offer points for guests who recycle or chose to re-use towels. This could be for example in the form of a card left by the housekeeper or housekeeping supervisor offering a discount at the hotel bar or gift shop, and
- Offer points redeemable for other green products that could be bought online or at the hotel gift shop.
Bring sustainability decisions out in the open: during check in, front desk staff should ask if guests need housekeeping service each day. Paying a social price for wanting fresh towels each day can be a powerful motivator. But be aware of unintended consequences though. If guests feel like they have paid for a service (even a social price), they will be less guilty about being wasteful and un-green.
Don’t say anything about being green!
Position green as a secondary or tertiary benefit. Guests may fear that they are losing out on comfort by choosing the green option. Sustainability is a deal maker not a deal breaker for guests. Your services happen to be sustainable, but that’s not the main focus.