The hospitality industry is currently awash with terms like "carbon neutral," "net zero," and "carbon friendly." These marketing messages are often used loosely and without clear definitions, leading to confusion among consumers and in some cases allegations of greenwashing, according to an industrty expert.

 

In regions like the Middle East, Africa, and Asia-Pacific, where sustainability is developing and gaining traction, the misuse of these terms can undermine genuine efforts to combat climate change, said Inge Huijbrechts, the Chief Sustainability and Security Officer at Radisson Hotel Group. 

 

As green claims and consumer protection regulations come into play, hotels must be transparent, basing their sustainability claims on proven, transparent and verifiable methodologies. Only by doing so can they avoid the pitfalls of greenwashing and build genuine trust with their guests, she stated.

 

He pointed out that understanding the methodologies and tools available to achieve genuine net zero was crucial for hotel owners and operators alike. 

 

Today tools exist that indicate when an asset is at risk of becoming stranded and provide a clear path toward net zero. For global hotel operators such as Radisson Hotel Group, closely collaborating with asset owners on these methodologies is essential to future-proof the assets and for example, to obtain green financing. 

 

Achieving true net-zero status in the hospitality industry requires more than surface-level changes.

 

The foundation is the asset during building construction and renovation. Adopting green building certifications like LEED, BREEAM, or EDGE is not just beneficial; it's essential, stated Huijbrechts.

 

Each of these certifications offers or is working on a pathway to net zero, although their approaches may slightly differ. For example, EDGE and LEED already have their own Net Zero certifications, which can guide hotels during construction and operation. 

 

One example of an effective technique designers and architects can consider for residential and commercial buildings alike, is to utilize natural cooling techniques wherever possible - particularly in hot climates like the Middle East. 

 

Masdar City, an example of sustainable urban development in the UAE, has successfully employed ancient cooling methods in new ways to keep outdoor terraces cool without relying on energy-intensive air conditioning systems, she explained. 

 

Incorporating renewable energy sources on-site, such as PV or thermodynamic solar panels or wind turbines, combined with energy recuperation and storage, can also drastically reduce a building’s carbon emissions.

 

However, construction and energy use are just part of the net zero equation. Hotels must also measure and reduce the footprint of their operations – with a focus on Food & Beverage, as well as the footprint of their value chain including circular or carbon-light design of the rooms and pubic spaces. 

 

This includes everything from the materials used in furnishings to managing restaurant menus and waste, stated the expert. 

 

"Specifically in moving operations to net zero, guest engagement is essential. Behavioural science and smart customer engagement are keys to encourage guests to choose more sustainable options, like consuming more plant rich options," explained Huijbrechts. 

 

According to him, the hospitality industry is uniquely positioned to influence millions of people each year. 

 

"For example, a hotel group like Radisson Hotel Group can engage over 40 million guests annually in its sustainability efforts. However, with this opportunity comes responsibility. Guests are increasingly knowledgeable and demand transparency. Hotels must ensure their sustainability claims are clear, honest, and backed by real data and continuous progress," she stated.

 

In conclusion, being a true net zero hotel requires more than adopting the latest buzzwords. It demands a commitment to sustainable buildings, sustainable operations and green energy, audit grade data, and transparent communication, said Huijbrechts. 

 

Only by embracing these principles can hotels claim to progress towards Net Zero while earning the trust and loyalty of their guests, she added.-TradeArabia News Service