The hospitality industry having a market size of 4.3 trillion dollars (2023) contributes to 8% of the total
greenhouse gases and 21% of the total carbon footprint. Due to complex size, rigid organizational
structures, and slow innovation growth, the adoption of new trends and compliance with government
regulations cost a lot of capital and take a sizeable time for implementation. The adoption trends are pretty
visible in the large industry but are being adopted at a really slow pace in the small and medium sectors.
This study article mainly incorporates those in the small and medium within the industry as the adoption of
change is much faster due to their relatively small size and a less complex structure of hierarchy.
Why small and medium sectors are finding it very hard to accept the change in this industry? The reason
can be summarized as:
- Lack of knowledge about the sustainability sector.
- The burden of extra cost in the transition.
- Lack of guidance in overcoming the obstacle of transition.
- The transition of the business model will impact the quality of services and products, which may impact their client turnover
Through the transition of business towards a more sustainable approach, making relevant policies and
creating an experience that stands out is a huge factor at the middle and the bottom of the industry. But
some are trying to thrive with little to no resources. The approaches to lay down a good foundation for
future trends are:
- Design Thinking Approach
- Energy Efficiency approach
- Waste Management and Reduction Approach
- Water Conservation Approach
- Sustainable experience approach
Market Overview and Trends
Market overview and trend in this research article will be developed and underlined on the 12 factors stated
by The Green Lodging Trends Report 2024. With the help of these factors will be able to identify key
businesses that are thriving to make a mark in the industry.
How can small hotels cope up with the green revolution trends, the factor lies on the size of their operations
and the capacity of the hotel and resort. Lets start with some examples:
AlpHoliday Dolomiti
A low environmental impact hotel between the Adamella and Stelvio parks, in Val di Sole, Trentino. Enjoy
the panoramic view of the Brenta Dolomites, the wellness center, the pools, and the free ski bus to the ski
slopes. Alpholiday Dolomiti Wellness & Fun Hotel offers spacious rooms with balcony, private bathroom,
wooden floors, TV and free Wi-Fi internet access. The Alpholiday Hotel offers free bicycles to discover the
surrounding area, and a wellness center with sauna, Turkish bath, jacuzzi, gym and beauty treatments. The
restaurant serves Trentino cuisine, also offering zero kilometer products.
Now how is AlpHoliday Dolomiti coping up with green opportunities:
- Bicycle rental service
- Supporting the local economy
- Promoting “eco” activities
- No single dose
- Ecological cleaning products
- Energy saving lights
- Solar thermal panels for hot water
- Water flow reducers
- Recycled paper
- Regional Food
Hotel Les Pilotes
Enjoying an outstanding location in the city center, the hotel Drivers offers an unrivaled view of the Bay.
If they are eyeing each to a setting different scene, the 25 rooms are all a vintage spirit: Scottish carpets,
psychedelic or animal, wallpaper and unique paintings, curtains male costume fabrics, Scandinavian
furniture and lamps 60s antique, mosaics glass or porcelain tiles in the bathrooms, lights Gras Matégot …
Upon arrival, the hotel is so warm that it poses, that it is based, that it soothes.
Now lets deep into Hotel Les Pilotes green strategies:
- Promoting “eco” activities
- Organic or Local Food
- Car-free accessibility
- Ecological cleaning products
- More than 80% waste recycling
- Energy saving lights
- Towel change on request
- High efficiency boiler > 90%
- Water-saving toilets
BagolArea EcoFarm sull’Etna
The renovation of the buildings, uninhabited for over 30 years, took place following the principles of bio building and energy saving, installing solar and photovoltaic panels and equipping ourselves with a biomass
boiler that reuses pruning waste and the remains of forest maintenance.
A Phyto depuration plant and a bio-lake were built, and the ancient cisterns for collecting and recovering
rainwater were recovered.
The positioning of the crops and the irrigation system takes into account the slope of the land by exploiting
the fall irrigation and reducing the use of energy. Constructed wetlands and a pond to collect rainwater from
the roofs of buildings support the irrigation of the ornamental areas
The philosophy of renovations has always been directed towards environmental sustainability; from the use
of eco-friendly materials to the choice of local collaborations for the rediscovery and revaluation of ancient
techniques (dry stone walls, earthenware technique, etc.). We have flow reducers for water, as well as the
collection of irrigation water in the bio-lake and in the pre-existing recovered and renovated cisterns,
Phyto depuration allows the recycling of gray water.
By looking at these three examples, we can assume that people are getting creative and tactful to create a
strong shift into the green world. These small steps can build the basis for the future of green change.
After the Covid, there was a major shift in the perception of travel. The Lockdown enabled the world of
travelers to look for new opportunities, the travel industry showed a major shift towards off-grid travel
destinations, these trends brought in the trends of self-sustainable properties in return it allowed the
industry to look out for new sustainable ways of travel.
Small and medium businesses are mainly focusing on being energy efficient to cut back costs of self sustainable electricity. With the emergence of electric modes of transport green travel has now set itself as a
separate lifestyle. This market after lockdown, is getting competitive day by day. With the development of a
viable Strategy and good social media hype, any business can catch the gloomy eyes of the customer with the
new travel lifestyle.
Why the Lag?
As we are progressing at a steady pace, the need to dire innovation is a must in the hospitality world. But
why do businesses like these are moving towards an eco-friendly approach and others are not? The reasons
for lagging into the shifts can be explained by 4 factor:
Ignorance and lack of Knowledge:
Many people in the industry are not fully aware of the opportunities and trends. The reason can be either
lack of innovation in the local market or unavailability of resources in the local economy. But many in the
industry are the victim of ignorance. The reason is not the desire for change, just like the Luddites during
the Industrial Revolution. Ignorance is not only for the individuals or groups that are not contributing to
the shift but also for the governing authority for not creating opportunities and policies for the shift.
Shifts in the business model:
Many of the industry managing authorities are unable to move for the shift. The reason is not
understanding the shift, but the change in the business model and fear of losing a client base are the leading
reasons. In developing countries, the client base hasn’t matured in realizing the fact that some changes in
travel behaviors can have a long-lasting impact on the environment. Also, businesses are not doing much to
the awareness. If not for awareness, it can be a step up charge for developing new strategies to equip their
client base.
Cost of acceptance:
Many local hospitality accommodations are reluctant for the shift due to challenges for procurement and
installation of resources that are environment friendly. The main driving factor for the challenge is the
inadequacy of the local authority to make the resources available at a larger scale.
The organizational hierarchy
The organizational hierarchy plays a pivotal role in the naïve approach to the trend in medium businesses.
The organization’s responsibilities demand a person to act with the activities that are assigned and not allow
the think tank to change. Suppose the organization sums up their courage to equip themselves. In that case,
the training and development will be limited to a few individuals, and the implementation of the framework
will again require a considerable amount of time.
Summary
The green revolution in hospitality presents both a challenge and an opportunity for small and mediumsized hotels and resorts. While the larger industry players have made significant strides in adopting
sustainable practices, smaller businesses face barriers such as limited resources, lack of knowledge, and
resistance to business model changes. However, as consumer demand for sustainable travel experiences
grows, these businesses have the potential to carve out a niche by embracing eco-friendly practices that align
with emerging trends.
By focusing on cost-effective and manageable solutions such as energy efficiency, waste reduction, water
conservation, and sustainable guest experiences, small and medium-sized hotels can not only reduce their
environmental impact but also attract a growing segment of environmentally conscious travelers. The
examples of AlpHoliday Dolomiti, Hotel Les Pilotes, and BagolArea EcoFarm illustrate that even modest
investments in sustainability can yield meaningful results, both for the environment and the bottom line.
While challenges remain, the momentum toward sustainability is undeniable, and small hotels have a
unique opportunity to lead the way in their communities by adopting innovative and sustainable practices.
With the right support, education, and resources, these businesses can become integral players in the green
revolution, creating a lasting positive impact on the environment and the future of hospitality.
