Are Hotels Pushing Responsibility Towards Consumers?

Dec 2

posted by Dr. Selima Ben Mrad in Sustainability | 35 Comments

The question that arises is: How many of us go to hotels and think about taking less showers or reusing their towels? I guess very few. We as consumers enjoy free services and tend to overuse them.

Nowadays, many hotels are promoting themselves as being green or “environmentally conscious hotels.” When visiting hotels, guests see signs such as “save the planet” or “reuse your towel”, advices for taking “shorter showers”, and “we refill shampoo bottles” and assume that the hotel is eco-friendly. The question that arises is “Are these signs perceived as credible by customers?”

Indeed, these practices are “Greenwashing practices” and may be perceived by consumers as self-serving.

Hotels have been trying to make consumers responsible for their cost savings. We often see signs indicating that the consumer has to worry about the environment and make all the effort to save energy while the hotel does not even provide customers with a recycling bin. These practices have made customers skeptical towards the eco-friendly strategies. Even the environmentally-friendly conscious guest is not willing to pay premium prices if he/she feels that the hotel is not making any effort to be environmentally responsible. It is the hotel’s responsibility to implement environmental practices and then get consumers involved in the process.

Becoming Leadership in Energy and Environmental Design (LEED) certified can be one of the best ways to be perceived as a credible entity. Hotels can revisit their lightings and invest in Led bulbs or showerheads that can control the flow of water, and use solar panels mainly in places such as Florida and California. These methods will help hotels lower their costs, their taxes, as well as their maintenance costs. By implementing these practices, hotels will be perceived as credible and socially responsible.

Selima Ben Mrad, Ph.D., is an Associate Professor of Marketing in the Huizenga College of Business and Entrepreneurship, Nova Southeastern University. She can be reached at sbenmrad@nova.edu

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• #1 by geordon blake on 1/16/17 - 1:03 PM

  

  As someone who tries to be environmentally conscious, I found this post to be very interesting for the simple fact that it has never occurred to me! Every time I’m at a hotel I make it a priority to reuse my towels, not take too many showers or leave the lights on, thinking that my small efforts might be making a big difference. However, it never crossed my mind that the hotel itself can do more on their part, in areas that the consumer cannot control. I agree, hotels have a way of making the consumer feel like they are responsible for saving energy and resources at the facility by partaking in certain practices; but at the end of the day, if that was a major concern of the hotels, they would take the major steps in that direction to begin with. To answer the question posed in the blog, I would say yes, these suggestive, minimal effort signs are perceived as credible by a lot of customers. I believe that the majority feels like they are indeed playing a big role in conservation. However, if a facility becomes LEED certified, I believe that customers will willingly make environmentally conscious efforts on their own.

• #2 by Kelly Lirette on 1/16/17 - 2:52 PM

  

  It is true that the average consumer is easily dazzled by the thought of doing something good for the environment and or their bodies. Take, for example, the food packaging in the grocery store. When shopping for healthy foods, consumers are lured in by packages that have a large amount of green on the front and pictures of pastures. With this in mind, it is easy to see how hotel guests might see a sign asking for conservation of water and readily oblige to aid the cause without thinking that this is merely a ploy to save money. It is certainly apparent that consumers are more responsible for reading labels and fine print now than ever before. If you do not want to fall into the misleading of colorful labels and insinuating signs, it is important for you as a consumer to get educated about the importance of these initiatives and what the business entity with which you choose to do business really stands for.

• #3 by Jay Rakow on 1/17/17 - 11:21 AM

  

  I agree with this article that becoming LEED certified is a better way for the hotel industry to show credibility and create customer-perceived value rather than attempting to persuade guests to help them conserve water. Any decent marketing professional in the hotel industry knows the guest experience is key to building loyalty. Perhaps guests should also use less of the hotel's 1-ply toilet paper to help save some trees too? Hotels typically jump at the opportunity to overcharge guests for any extra convenience such as minibar prices, room service surcharges, laundry services, etc. and then apparently expect guests to help them save costs by reusing towels. How about rewarding guests who choose to be environmentally conscious? Hotels could offer discounts or some other form of compensation to guests who use less water or other services. Sustainability is important but it shouldn't be achieved by deceptive practices.

• #4 by Nicole Beach on 1/17/17 - 1:12 PM

  

  Dr. Mrad makes a very interesting point around the dichotomy between what the hotel requests from a customer and what the hotel is willing to do themselves. I have seen some organizations spin or package up cost cutting measures to make it seem like the measures improve customer experience or employee experience. Sometimes, however, cost cutting is just cost cutting. If a company is not willing to invest in responsible environmental practices it could just be positioning cost cutting. This is something I had never considered and this post made me think more deeply about it.

• #5 by Kim on 1/18/17 - 12:06 AM

  

  The article written by Dr. Selima Ben Mrad titled, “Are Hotels Pushing Responsibility Towards Consumers?” found on the Real-World Marketing Ideas and Strategies blog site, focuses on “Greenwashing practices” of hotels that may be perceived by guests as self-serving. In Chapter 2 of our courses text book titled, “A Framework for Marketing Management” authors Kotler and Keller advise of analysis format known as the MOA or Market Opportunity Analysis that if performed correctly, could be a win for the hotels as their goals of going green would be perceived as authentic to the customer and a win for the customer who would be convinced of the benefits of their role as a participant in a “greenwashing practice.” The text book lists five questions that comprise the MOA process; that if companies can respond successfully, will aid in boosting positivity between the service provider and the consumer:
  1)   Can we articulate the benefits convincingly to a defined target market?
  2)   Can we locate the target market and reach them with cost-effective media and trade channels
  3)   Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits?
  4)   Can we deliver the benefits better than any actual or potential competitors?
  5)   Will the financial rate of return meet or exceed our required threshold for investment?
  Perhaps corporations as well as SMEs need to stay true to their core business plan, because the ultimate reality is, if we really wanted being “green” as a main priority in a hotel, wouldn’t we as consumers simply choose an eco-friendly focused resort over a traditional chain hotel in the first place?
  
  References
  
  Mrad, S.B. (2016). Are Hotels Pushing Responsibility Towards Consumers?HCBE Marketing Blog: Real-World Marketing Ideas and Strategies, December 2, 2016. Retrieved from https://secure.business.nova.edu/marketing-blog/in...
  
  Kotler, P., & Keller, L. (2016). A Framework for Marketing Management, 6th Edition. Upper Saddle River, NJ: Pearson Education.

• #6 by John F Giraldo on 1/18/17 - 12:20 AM

  

  No many of us go to hotels with the intention to save the planet. We tend to do things that we usually would not do in our homes. When hotels stopped offering daily housekeeping out of respect to customer's privacy, they are really cutting off on labor costs. Those strategies might work for a few customers but the general consensus is that they do not really care in much more than their pocket. The energy saving strategies that some hotels are adopting come with tax-saving privileges.

• #7 by Shakirah Davis on 1/18/17 - 8:11 AM

  

  I really enjoyed reading this article simply because it is the truth. I have gone on vacations many times, and the hotels normally give you four towels to use in the bathroom. I have seen others who may use their towel once and then ask for a new towel and wash rag for the next day. Granted, some people use those same towels to go to the pool and request for new towels, which is understandable. However, if they are just using the towels for showering then it only makes sense to reuse the same towel until it is a necessity to change the towel. I think it is an excellent idea for hotels to promote them conserving. Hotels can revisit their lightings and invest in Led bulbs or showerheads that can control the flow of water is an excellent idea in order for hotels to conserve.These methods will definitely help hotels lower their costs, taxes and maintenance costs. I whole heartedly agree that by implementing these practices, hotels will be perceived as credible and socially responsible.

• #8 by Milagros Jarquin on 1/18/17 - 4:19 PM

  

  Dr. Mrad article is very interesting, because it is true that hotels make it seem that by us selecting to reuse the towels or taking less shower we are helping the environment. When in fact the hotels are benefiting from us doing these things. They reduce the cost of buying towels, laundry detergent, water usage and so on. The “greenwashing practice” in hotels is a marketing PR that entails the customer to act in good faith, because they are reducing damages to the environment. The hotel industry is the marketer and we are the prospect that feel the need to help our planet. I feel more obligated to do my part in hotels if I were to see hotels doing their part. Last year I was very fortunate to travel a couple of times and of those times they were only select hotels that will practice what they preach. One hotel that comes to my mind is one that all the lights were control by your key card. When you open the front door the main lights in the room will turn on or off. I thought that was a very good practice to reduce their cost. Also, you were offer during breakfast the option of plastic plates or regular dish sets. The group I was traveling with found these things odd, but I think they were cost saving for the hotel. In implementing cost saving ideas that lead to eco-friendly results the hotels can ask customers to be more environmental friendly in their locations.

• #9 by Aneisha Graydon on 1/18/17 - 5:28 PM

  

  This was a very interesting article that I'm sure most individuals can relate to. I myself can attest to the fact that during my hotel stays I can tend to be wasteful when it comes to reusing the same towels, washcloths, etc. Hotels could definitely benefit from being environmental conscious, but I feel the hotel needs to be more forthcoming in their plans to do so. Trying to mislead consumers into thinking the hotel is environmentally conscious is not going to work by just posting a couple of go green signs up. Consumers are more willing to engage in the efforts to help the hotel in its plans to save and cut cost if they are LEED certified. If the hotel takes the initiative to get certified and post the signs and also give information to their consumers about their LEED certification, then they will save more money in the long run. Hotels have spoiled us with being at our beck and call. In order to start changing the mindset of it's consumers they will have to redevelop their Marketing Strategy to reflect a more Environmental or "Go Green" Atmosphere. Their may be some consumers that feel these signs are credible, but there are others who can see right through the tactics the hotel is trying to use.

• #10 by Evan Baker on 1/19/17 - 7:31 AM

  

  After reading the article posted by Dr. mrad , i agree with the statements that were made regarding "how its the hotel's responsibility to implement environmental practices and then get consumers involved in the process"(Mrad). The examples of the Led lightings, the shower heads, and solar panels are on point because the hotel itself will be able to control the amenities not the consumer. If the consumer chooses that particular hotel , they have no choice but to utilize the Eco-friendly amenities offered. My personal experiences of staying in many hotels , validates the point of views in this article. As a consumer I don't reuse the same towel , or take short showers, and i have my bed remade every night. That choice for me comes out of paranoia of germs and a lack of cleanliness in hotel's . It is clear to me the other Eco-friendly amenities that were mentioned would be more impactful.

• #11 by Antonio Brown on 1/19/17 - 9:42 AM

  

  I very much support efforts to “Save Our Planet” but I am skeptical of businesses promoting these causes if I don’t see them passing the savings on to the customer. In my opinion, it’s very easy to encourage others to be environmentally conscious when it lowers your operating costs and increases your profit margin. If you really want to give incentive, pass some of the cost savings back to those making the effort to “Save Our Planet”.
  
  I know this may sound a bit self-serving but far too often you see these promotions only to find out later that it was all a sham to increase the stock price. Ethics in business and social responsibility has not been great in the pass and these companies have got to show me more, just my opinion. I don’t believe anything they say or any efforts they promote. However, I do make a conscious effort to recycle and not be wasteful but for personal reasons.

• #12 by Richard Chang on 1/19/17 - 11:37 AM

  

  Very interesting post, I’ve never thought about this when I go to hotels. As the article mentioned, I am guilty of using free services like using multiple towels only once and being unconcerned about the amount of water I use. This has help me realize that I must remember that this habit is affecting the environment. I agree that this may be a strategy that hotels use to help minimize cost. I believe that financial savings is a main reason as to why hotels implement environmental practices. But this is why hotels engage in this is because of the highly competitive market where cost of energy, water and waste disposal is high, they must try to minimize it. Hotels can do their part to help the environment by changing the operations and appliances used around the building. For example, Hotels can replace leaky steam traps and fix leaks which will result in savings. By doing this and making other changes guest will perceive hotels as credible and sincere and will in turn make an effort to do their part to be more ecofriendly.

• #13 by Jarred Pearce on 1/19/17 - 1:39 PM

  

  This article brings up some interesting things to consider. I honestly can't say that I have ever walked into a hotel room, seen one of those signs, and thought to myself, "Wow, this hotel is really doing something great for the environment." In my opinion hotels have marketed themselves as places that you can be free from the strictures of the day to day home life... even if it's only for a night. I have a suspicion that very few people actually consider whether or not a hotel is "green" as one of the criteria if they rent a room there or not. The one thing that I really took away from the article that I hadn't really considered, was that hotel's might be/probably are using the "environmentally conscious" tag as a bit of a ruse. All things considered it would be nice if hotels were trying to be environmentally friendly for the right reasons but this article has me wondering if they are or if they are just trying to cut costs? Either way from a marketing perspective it seems pretty intelligent. Well unless people figure it out and then you'll ultimately have the opposite effect because people won't trust you anymore. Either way it was an interesting article and gives readers plenty to think about.

• #14 by Laura R. on 1/19/17 - 2:22 PM

  

  This post actually made several good points. Many organizations now are trying to be "eco friendly" whether it be the food industry or the hotel industry. I think being an organization that shows that they can hold other options to maintain a business and keeping the Earth and the population safe. Our planet has become so fragile that every organizations needs to think back on how they can affect a change in the environment and keep it eco-friendly, even if it is as simple as having recycling bins and reusable trash cans.

• #15 by Michael Gonzalez on 1/19/17 - 3:03 PM

  

  This article brings up a very interesting point. The hotel can be trying to implement cost and eco-friendly initiatives but nobody can control exactly what's taking place in the rooms if in fact those commodities are not controlled or monitored. Although those signs that direct customers to make certain choices that may help the "green' initiative can't control everyone, they do help in possibly changing the habits of atleast a few customers. For a hotel to become LEED certified proves to the customer that the effort is real and that they are making the necessary commitments to prove that they are in fact striving to be a more eco-friendly hotel.

• #16 by Paige on 1/19/17 - 4:29 PM

  

  I currently work in the hospitality industry and I can see first hand how a lot of hotels, not specifically the one I work at, are trying to be more environmentally conscious. For a lot of properties, I can imagine it is making quite the impact. I see at the hotel I work at how much linen and towels, for example, we go through on a daily basis. I can only imagine how many of those towels are from just one room. By asking guests to reuse towels could have a huge impact on how much linen is cleaned daily, thus a cost savings for the hotel. We are currently undergoing a renovation and a huge goal in this renovation is to be more environmentally conscious. They are using better light bulbs and different showerheads that, like the article discussed, regulates the flow of water.

• #17 by Kara Brien on 1/19/17 - 5:18 PM

  

  I enjoyed Dr. Mrad’s thought provoking article. I have to wonder if the hotels and various companies that promote “environmentally friendly” green initiates such as asking consumers to use less water or turn off the lights when not in use are advertising to the correct market. Both myself and my peers find the idea of staying in a hotel as “going on vacation” where we try to achieve the most value in our stay by using the most resources. By asking consumers to cut back on their resource use, which they’ve paid for, appears more in line with cost cutting as opposed to environmentally conscious. I agree with hotels investing in structural changes like LEED certification in order to decrease their resource usage. If hotels really want to advertise themselves as environmentally conscious and gain the benefits of reduced expenses they should approach it structurally through their processes. Perhaps they could look into zero defects, error proofing or poke yokes to promote less resource use. They will most definitely succeed in alienating their core base by asking them to cut back on the resources they have paid for.

• #18 by Shivam Patel on 1/19/17 - 6:19 PM

  

  As summer is quickly coming just around the corner, Dr. Mrad opened a new thought process behind hotels posting these “Green Save our Planet” signs placed around the hotel room I have never thought about before. By essentially selling and marketing these “green strategies”, their own customers are reducing their operating costs! The idea behind being eco-friendly is tremendous, I never thought about the credibility behind the hotel’s statement actually committing to green practices. I admit, I am one of those consumers who actually does keep my towel after showering for a few days, but have never thought about the marketing and cost-saving tactic behind it. Although it would be truly humiliating for someone to expose the hotel chain about lying about their eco-friendly practices, I believe that in order to post these signs, there has to be some credibility or certificate behind the statements. Dr. Mrad hits it home where she indicates that consumers are actually saving the hotel operating costs, but to indicate green practices, there should be come credibility behind it, such as the LEED certificate she listed in her article. After getting certified, I agree, being eco-friendly can boost your social image to the public as being a hotel that cares about the environment. Looking further into JW Marriott, the social responsibility goes further than being economical, they also promote to use responsible business practices by showing they have a Human Rights Campaign Index score of 100% throughout 3 straight years.
  Ultimately, although being a green hotel company is phenomenal, possessing the public’s perception of being a credited socially responsible company can truly affect your profits; as a consumer myself, I would easily choose a company who is socially responsible over another who is not. Public perception is a one of many keys to the success of your company.

• #19 by Claudia Lievano on 1/19/17 - 7:27 PM

  

  I completely agree with the article, it should be a responsibility shared by both patrons/consumers and the company. If the company sole relies on its constituents to heed the call of conversation then I will have to say that the main objective is not for conservation but for minimizing the cost of conducting business. I will be honest, I will not take the request seriously if I do not see other efforts for conservation by the establishment, and I know that we should all try our best to conserve regardless of the efforts of others but while I’m on vacation I can’t help but confess that conservation may not be a priority at the time. That said if I observe the establishment implementing eco-friendly options I will definitely follow their lead and do what I can to consume less

• #20 by Claudia Lievano on 1/19/17 - 7:34 PM

  

  I completely agree with the article, it should be a responsibility shared by both patrons/consumers and the company. If the company sole relies on its constituents to heed the call of conversation then I will have to say that the main objective is not for conservation but for minimizing the cost of conducting business. I will be honest, I will not take the request seriously if I do not see other efforts for conservation by the establishment, and I know that we should all try our best to conserve regardless of the efforts of others but while I’m on vacation I can’t help but confess that conservation may not be a priority at the time. That said if I observe the establishment implementing eco-friendly options I will definitely follow their lead and do what I can to consume less

• #21 by Sofia Perez on 1/19/17 - 9:31 PM

  

  The point of view about environmental practices that some hotels and other business are showing as options for customers made me think do they believe that they are worry about the environment? , are the messages and propaganda just a mask to reduce their own cost. I have one example, I am overseas an one of the most famous supermarket does not have or provide any plastic bags for your groceries, for me is a good idea , I agree but they sell plastics bags $0.10 cents per bag. After I read the article I questioned myself about the real reason behind do not provide plastic bags , may be it is that as customer, we are paying for their costs. I have to said we waste to many plastics which contaminate, and cause danger to animals when we only toast those plastics bags any where. I never realized before if companies are using environmental practices as way to reduce costs. Most companies need to consider offer different solutions about what they are doing for the environment but at the same time as customer we need to be provide with more information and tools how we are helping and what the companies are really doing .

• #22 by Kristy Jules on 1/19/17 - 9:37 PM

  

  I am a total greenhead and definitely believe in being environmentally conscious. What our population is doing to our planet is terrifying and catastrophic. If companies and consumers do not take initiative as a whole and individually, our children, and our children's children won't have much of a future. Reading this article is so refreshing because I did not realize that hotels were actually participating in environmental friendly processes such as greenwashing practices. To be honest, even if a hotel doesn't go the extra mile to provide recycling bins or convince a consumer that they are 100% eco-friendly, I would still be encouraged by the signs in my room recommending that I take shorter showers or reuse my towel. Change has to start somewhere, and such practices are a small step toward helping the environment. I believe that in order for impressionable eco-friendly changes to take place, government intervention will be required. It has to become a mandate with huge fines for violations until it becomes the norm. Most humans live in the moment and don't really consider a future they aren't going to be a part of. Therefore it is necessary for our self preservation, to enforce particular rules that force and encourage our population to walk down an eco-friendly path. The credibility of these institutions is not abated by them implementing a basic form of an eco-friendly process, but rather a step in the right direction in my opinion.

• #23 by Yvena Loiseau on 1/19/17 - 10:29 PM

  

  There is a trend in America or so it seems that consumers will pretty much buy anything that has "certain" logos on them. For example, many companies have discovered that word playing helps produces more sales than the actual facts.
  
  If consumers would understand the value of their spending maybe we can actually develop a system that is efficient and effective. If a company is promoting environmentally friendly environment, I expect less volt lighting, recycling pins, reusable products etc.
  
  It is my belief that technology has drawn a wedge on interpersonal relationships between the consumer and Hospitality. 2017 is great year to begin to embark on ideas to create better entrepreneurship ideas and innovations. This article has added to the notion that Hotels may not as credible as they seem. this is very disappointing.
  
  In conclusion, making consumers responsible for an advertiser that the Hotels perceived their consumers to believe is just wrong. It's cheating the system and the consumers. In 2017, business have to be held accountable for their lack of communication or false advertisements. Leadership is lacking globally and 2017 is the year for change. Strategic management is key.

• #24 by Brian Merrill on 1/19/17 - 10:56 PM

  

  Dr Mrad’s article “Are Hotels Pushing Responsibility Towards Consumers” brings up a very good point, whether traveling for business or personal, individuals do not check into their hotel rooms thinking how can I help the hotel save on expenses. Personally when I see the various “save the planet signs” I go above and beyond to conserve on water and toiletries the hotel provides. I would classify hotels efforts as excellent marketing, getting their paying customers to help them save on operating expenses. As the article mentions hotels can become LEED certified in order to save on expenses, which many have begun to do. Hotels play into the majority of consumers that want to help save the environment, its almost a guilt trip you are taken on. At the end of a stay I often take the time to clean my room somewhat in order to ease the workload of the maids and do my best to be conservative. I am sure there are consumers that could care less about helping hotels save on cost, but there are many that do without knowing it. Hotels should take it upon themselves to make eco friendly decisions, but along the way any additional marketing they can do to entice their customers to help save the planet only adds to their bottom line and I can’t blame them.

• #25 by Dairon Perez Acosta on 1/19/17 - 11:14 PM

  

  As the public is increasingly concerned about environmental issues, green initiatives have become a strategic tool for hotels to attract people. By doing this, they do not only attract people but substantially reduce their operating costs. However, these practices will help us save resources in a world of limited natural ones. So either if you perceive these “go green” actions as credible or if you think the hotel is just doing it for its own benefit there is no doubt that you are helping the planet. I know there is a long way to go and that hotels should implement different alternatives to protect the environment while offering the best services to its clients but I support the new changes.

• #26 by Joseph Chetram on 1/19/17 - 11:25 PM

  

  I completely agree with the authors position. Most hotels do push responsibility towards consumers. But if you are properly marketing your hotel you should be meeting both consumer’s human and social needs. In eco-friendly situations, as discussed in the “Are Hotels Pushing Responsibility Towards Consumers?” article my first thought was, “How can a hotel raise the price on stays for going green?” I thought this was comical, because going green the right way is supposed to be cutting costs not increasing it. Another question was, “Why would an eco-conscious consumer pay more for their limited eco-friendly reservation if they knew a hotel like the “Ritz Carlton” was ten times cheaper and more highly rated?”
     In my Marketing 5125 course, our readings this week goes parallel to this topic. In Chapter Four of “A Framework for Marketing Management” I read that a responsibility that every consumer and marketer should focus on is Customer- Perceived Value. It means there is a great difference between the prospective consumer evaluation of all the benefits and costs of an offering and the perceived alternatives (Krotler & Keller, 2016).
  In association to this I found in Chapter Five it covered consumer behavior, cultural, social, and personal factors on what the consumer thinks about before placing a reservation or buying anything really. Personally, looking at price, location, and amenities in terms of affects my purchasing of hotel accommodations. Finally, in terms of leadership in energy and environmental design (LEED), I believe it is a grand idea, but having a perfectly mapped out marketing strategy backing it would ultimately add greater value in the end.
  
  Thanks,
  
  Joseph Chetram
  
  References
  
  Kotler, P., & Keller, L. (2016). A Framework for Marketing Management, 6th Edition. Upper Saddle River, NJ: Pearson Education.

• #27 by Lanise Allen on 1/21/17 - 5:37 PM

  

  I have always practiced being eco-friendly when staying in hotels as advised by my elders. In recent years, I have seen more signs posted such as the example in the blog, as well as directions in how to conserve the amount of water used in the bathrooms. Though these companies are making an effort to inform customers of how to be environmentally friendly, I believe that they themselves need to practice similar methods. There should be more efforts to provide toilets, sinks, and shower heads that save the amount of water consumed. Motion activated lights would also be useful if there is concern about operating costs due to high electric bills. Companies with buildings that are LEED certified are a good example of being credible with the public. Greenwashing is common among many companies, especially when consumers will make sound decisions for the sake of the environment. If a company is not doing their part in saving the planet, then why should a consumer listen to their request to do so?

• #28 by Marie Elizabeth Doltenus on 1/22/17 - 6:41 PM

  

  While it is a good idea to involve consumers to help in saving the planet, consumers´first perception would be that the hotels are cutting cost. In my opinión, most hotel guests are there to make the most out of their stay at the hotel which includes using the resources that are at their disposition fully. Of course, there are many environmental conscious people but the hotels should lead by example. Just like the journal states, hotel companies should adopt the LEED. If consumers see the effort that hotels are making to contribute to the environment, it would be easier to get the consumers to follow. Hotels should start by using power saving LED system thrughout the hotel, reduce the emission of gas by using an alternative energy to the generators that are producing power.

• #29 by Andre Datcher on 1/22/17 - 8:45 PM

  

  As a person who loves to travel very often, I have seen plenty of hotels that attempts to promote going green. Yes, I could honestly say that I'm one of those guest who takes longer showers while at staying in hotels. However, I am a fan of hotels attempting to go "Green" because it's for the better good of the environment. The older I have become, the more I try to help with going "Green". I now reuse my towels, take shorter showers and cut every light off when I'm leaving my room. As a guest, I feel hotels should promote going "Green" even more. For example, promote going "Green" on their website, commercials, and by word of mouth so that way more and more people can join the cause

• #30 by Alanka Brown on 1/22/17 - 11:00 PM

  

  In a research study conducted by Rahman, Park, and Geng-qing Chi (2015), the practice of Greenwashing that is being highly implemented by hotels has indeed reduced the trust of consumers. Thus due to the rapid and frequent implementation of this so-called “socially responsible” practice, many consumers are beginning to site the act as self-serving for hotels. This perception could drastically impact the hotel industry business from the lost valuable repeat customers. Although many people agree that implementing eco-friendly practices is important to both the environment and their choice of hotel, many are also willing to shun away from the lodging industry if they feel that they are being taken advantage of. As a professional in academia who travels 60% of the year, the greenwashing practices that hotels are implementing does make me feel misled or that the practice is self-serving for the hotels. As someone who understands the environmental impact and the consequences that we are facing if our habits don’t become more “green friendly, I feel obligated to participate in the greenwashing practice; for this is a practice that I implement personally. I see it as a form of social responsibility as a consumer. Furthermore, I agree with the greenwashing practice that hotels are implementing. If we as consumers want to continue to enjoy such luxuries, we must do our part in preserving and sustaining the lodging amenity.
  
  Reference:
  Rahman, I., Park, J., & Geng-qing Chi, C. (2015). Consequences of greenwashing: Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081.

• #31 by Carolyn Purcell on 4/10/17 - 3:04 PM

  

  I support the idea of hotels requesting guests to be mindful of the length of showers and reusing towels. Some guests won't agree with me, since hotels are viewed as a place for luxury and carefree living. However, I also believe that for a hotel to be environmentally friendly, it does take more than the guests efforts. The author points out that a hotel should look into its lighting, shower heads, and other options in order to be more environmentally friendly.

• #32 by Sherrelle Jordan on 4/12/17 - 6:26 PM

  

  Right now my sports team and myself travel a lot and some times we are fortunate enough to stay overnight at a hotel. Over the years I have noticed hotel chains encouraging customers to "reuse towels" and I though this was a pretty good idea to cut back on excess water due to laundry. I don't think that hotels are pushing responsibilities towards consumers but that they are showing customers how to more efficient in their daily practices. Even when staying in a hotel it shouldn't give someone an excuse to overstay their welcome. I do support the alternative that hotels can practice on their part in being environmentally conscious and eco-friendly. I would like to see hotel chains actually putting these into practice along with encouraging customers to do their part by simply reusing a towel or taking shorter showers.

• #33 by Gilberto Torres on 4/13/17 - 10:53 PM

  

  I beleive that these signs that hotels have decided to put up should be credible to their customers. As a student athlete, during our competitive season we are always on the road and usually stay overnight in hotels. I believe as human beings we should be envirmental friendly and reuse towels in order to conserve energy and water. Even though we are in the luxury of the hotel, it should not give us the right to unecessarily use the energy and water they provide for us.

• #34 by Daesha Roberts on 4/14/17 - 6:26 PM

  

  I also find it interesting that so many hotels are beginning to put the burden of environmental conscientiousness on the consumer. I personally make efforts to reuse my towels when I'm visiting a hotel, and I also don't ask for fresh sheets for less than 72 hours. However, I do not shorten my showers, because nothing is better than an taking a long shower and knowing that the hot water won't run out. (I know, I need to do better.) I also agree that these hotels should begin to make true efforts to be environmentally friendly if they want customers to take them seriously.

• #35 by Shanika Rolle on 4/14/17 - 10:17 PM

  

  I work for a major hotel and find this article intriguing. I agree with all the points the author made. From my experience in working in the hotel industry and having to implement green initiatives, much like the ones mentioned in the article, has caused customers to raise many concerns. Most wanted to know if the hotel was doing its part in the green initiatives. Like the author mentioned, people are willing if the hotels pull their weight with the green initiatives. When we point out the steps that the hotel has taken to reduce the impact on the environment, those customers are the most cooperative guest throughout their stay. We all have a part to play in helping to preserve the environment for future generations.