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Refuge - the vessel in which one rejuvenates through either an escape or is an intermediate re-composition in between the work-day away from home. This arena has influential opportunities at a time when the individual is most susceptible to new ideas - a time when we are either in between our own thoughts and values or when we are adventurous through a calm-mindset. Sustainability principles enacted through creative, subliminal, and visual means offers the sole-creators an ability to provide positive values and interact with all the patrons in a way no other realm could.
The Greening of Hospitality illustrates many of the points we discussed under retail brand loyalty. The educated patron will follow their heart in their purchase decisions - this includes lodging and relaxation. Hotel-Online has a piece on Brand Marketing in the Hospitality Industry - Art or Science?. It illustrates the complexity involved in the industry to maintain market share in a volatile market. A perfect way to bypass this complexity is to create an underlying theme beyond the flag the building bears. The owners may come and go, the color-schemes may change with the season, but the under-lying principle upon which the hotel or motel is built on can be the ultimate source of brand loyalty. There is no better way to create such a theme than to become part of the solution which the patrons request.
"Greenwash is a term that is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service."
The customers are educated - they probably booked their stay through the internet. The Internet has a means of keeping a product or establishment transparent through reviews and blogs. The building and means by which it is sustainable must be true to not only them, but to the greater good of the building.
Refer also to:
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