Travel has returned in full force, and now it’s important to acknowledge how the behavior and priorities of travelers have changed. One key area has emerged as a clear front runner: sustainability. One in three potential guests research a hotel’s environmental policy prior to their stay, and almost 75% are more likely to choose an accommodation option that implements sustainability practices. 

As a hotel, there are three pillars of sustainability that can be incorporated into practices and offerings, as well as communicated to potential guests. Let’s take a closer look at what it really means to be environmentally, socially, and economically sustainable, and how to effectively communicate your actions through strategic and personalized messages on your hotel website.

1. Environmental Sustainability

A clear benefit to this pillar of sustainability is that it benefits the environment and works towards positively impacting nature. It’s also a win-win for hotels and their guests. Like Hard Rock Hotel Amsterdam American, being awarded the eco-label Green Key and communicating about it on your website reassures your guests that by staying in your hotel they are helping to make a difference on an environmental level. Green Globe, Earth Check, and Green Tourism are other international labels that will help give guests an eco-conscious peace of mind about their stay.

A simple message on the hotel’s website, such as a Layer offering complimentary bike rentals at your hotel, will definitely grab the attention of the visitor. From the guest’s point of view, they are being given an adventurous (and free!) way to explore a new destination, and hotels have yet another perk to offer potential direct bookers, all the while reducing the impact visitors have on the local area.

Message featuring free eco-friendly transportation offered to incentivize booking direct

2. Social Sustainability 

Working together with your employees, guests, suppliers, and local community is key to establishing your hotel’s social sustainability. Becoming an integral part of your destination by contributing to the effort to improve the area will positively impact both your surroundings and the relationship you have with your community. Collaborating with local vendors, investing in staff training and education, and organizing events with businesses based in your destination will help improve your brand’s reputation while supporting sustainable development. 

Craft attractive packages by partnering with local attractions and creatively showcase these seamlessly on your website with features such as Smart Notes or Inliners to nudge users down the booking funnel. These messages will benefit both your hotel’s direct channel, as well as local businesses. Offering guests exclusive rates to activities will promote attractions and initiatives within your community, while giving users another reason to book directly on your hotel website.

Layer showcasing exclusive local offers through the hotel

3. Economic Sustainability

Putting economic sustainability on your radar will contribute to the long-term success of your hotel. Hotels can experience reduced costs paired with maximum efficiency, all while elevating the guest experience and creating a feeling of connection between property and visitor. Improved technology and automated processes such as online check-in and digital room guest directories are sustainable practices within this pillar. 

While face-to-face interactions will never be completely replaced, implementing new technology can increase cost savings and help utilize resources more effectively. And don’t forget to tell your guests! Informing users of your latest innovations that will elevate their stay will make them that much more eager to explore your website and make a reservation at your property.

Smart Note communicating hotel technology updates 

If these examples got your gears turning to figure out how to best implement similar practices at your hotel and communicate them on your direct channel, you’re in luck. These ideas are just the beginning. Download our full guide on Communicating Your Sustainability Actions on Your Hotel Website for more inspiration on how to connect with your community, produce a positive impact, and inspire your guests.