Role of Sustainable Practices in Improving Environmental and Societal Performance of Hotels

This research focuses on the role of sustainable practices in improving the environmental and societal performance of hotels, with a case analysis on Novotel London Blackfriars. It explores the commitment of Novotel hotels towards sustainability and the initiatives they have implemented. The research aims to evaluate the extent of Novotel London Blackfriars' commitment towards sustainable practices, determine the initiatives gained by Novotel hotels through implementation of sustainable practices, and identify the methodologies that hotels need to apply to measure their progress toward achievement of sustainable practice.

Research Methods

Table of Contents
Topic: Role of sustainable practices in improving the environmental and societal performance of
hotels. A case analysis on Novotel London Blackfriars..................................................................1
Introduction......................................................................................................................................1
Background of Research..............................................................................................................1
Aims and Objectives of Research................................................................................................2
Research Questions......................................................................................................................2
Rationale of Research..................................................................................................................2
Scope of Research........................................................................................................................2
Time Frame......................................................................................................................................3
Gantt Chart...................................................................................................................................3
Literature Review.............................................................................................................................3
Novotel London Blackfriars’ commitment towards sustainable practices..................................3
Indications of Novotel hotels’ initiatives for its sustainable practices........................................3
Methodology....................................................................................................................................4
Research Methods........................................................................................................................4
Research approach.......................................................................................................................4
Research Philosophy....................................................................................................................4
Research Design..........................................................................................................................5
Data Collection methods..............................................................................................................5
References........................................................................................................................................6

Topic: Role of sustainable practices in improving the environmental and
societal performance of hotels. A case analysis on Novotel London
Blackfriars
Introduction
Increasing global awareness about importance of sustainability in hospitality industry, let
most of the hotels towards implementation of eco-friendly policies. Maintaining sustainability is
considered as one of the important issues that currently faced by all over the world. As
organisations dealing in hotel sector have a dramatic environmental impact due to high
consumption of water and energy, solid and hazardous creation of wastages etc. (Zientara and
Zamojska, 2018). Therefore, commitment of hotels towards sustainable practices helps in
improving their level of environmental and societal performance. A study is thereby, conducted
to analyse extent of the policies that helps hotels in maintaining sustainable operations at large
level. For this purpose, a case analysis is done on Novotel London Blackfriars, which is one of
elegantly and contemporary designated hotel, with easy-to-reach corner of capital in top market
of London. This organisation is well-known for its unique and eco-friendly accommodation
facilities, which are enough to meet sustainable standards of hotel industry.
Background of Research
Novotel is one of the best Accor Group’s hotels of London which is known for
sustainable commercial buildings in UK. It is situated in Southwark, South East London, less
than three hundred metres from Blackfriars Bridge. This hotel offers free Wi-Fi, Bar and
Elements Restaurant, laundry and dry cleaning service, including features of modern en suite
bathroom services with a rain shower (Pham and et. al., 2020). It has gained excellent ratings for
effective environmental performance, through evaluation of green operations. In the present
research, the main argument revolves around sustainability concept and social, environmental
and economic agendas of hotels, for measuring contribution of hotels towards reducing impact of
their operations on ecosystem. For this purpose, aims and objectives are framed to conduct
investigation on sustainable practices and role of the same in improving performance of hotels.
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Aims and Objectives of Research
Research Aim: “To investigate the sustainable practices of hotel industry and its role in
improving their environmental and societal performance. A case study on Novotel London
Blackfriars”.
Research objectives:
 To evaluate the extent of Novotel London Blackfriars’ commitment towards sustainable
practices.
 To determine the initiatives gained by Novotel hotels through implementation of
sustainable practices
 To identify the methodologies that hotels need to apply to measure their progress toward
achievement of sustainable practice.
Research Questions
 What is the extent of Novotel hotels’ commitment towards sustainable practices?
 What are the indications of Novotel hotels’ initiatives for its sustainable practices?
 What are the methodologies that Novotel hotels must apply for measuring its progress
toward achievement of sustainable practice?
Rationale of Research
As business of hotels are continuously growing in today’s fast pace of world, therefore, it
becomes essential for such organisations to give commitment for maintaining sustainability. In
this regard, main purpose of present research is to analyse the extent at which hotels of UK are
committed for running business at sustainable level. Through this research, initiatives that could
be gained by implementation of eco-friendly practices can also be evaluated.
Scope of Research
By determining the extent at which organisations dealing under hotel industry are committed
to run business sustainable, researchers can evaluate better methods to measure and recognise the
same (Umrani and et. al., 2020). Through this research, how hotels have embarked upon various
environmental policies for upgrading and harmonizing their equipment as well as providing
facilities by green and sustainable practices can also be evaluated.
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Time Frame
Gantt Chart
Literature Review
Novotel London Blackfriars’ commitment towards sustainable practices
According to Jackie Wills (2015), it has been evaluated that Novotel is from topmost
hotels of London, which has run its business with outstanding eco-friendly policies. To reduce
energy and power consumption, it has fitted taps and showers with water flow regulators in
bathrooms. Toilet rooms are water efficient where rainwater is highly used and this hotel also
encourages its guests to reuse bed-sheets and towels if they stay longer over there (Novotel opens
green hotel in heart of London, 2015). It is also rated as platinum on its Accor websites which is
enough of its guests to identify its presence, with a range of external certifications like BREEAM
(The Building Research Establishment Environmental Assessment Method). In this regard,
commitment towards green adoption in hotels in terms of providing services seems as
indispensable. It generates long-term profitable services which positively reflect on the their
environmental and social responsibilities for running business in sustainable manner.
Indications of Novotel hotels’ initiatives for its sustainable practices
As per views of Yusoff and et. al. (2020), it has been analysed that Novotel hotel is
committed to reduce its environmental impact via Planet 21 initiatives, where its new Blackfriars
hotel, which is based in a busy London tourist area is one of its best example for running
sustainable practices. Planet 21 includes seven themes that are health, nature, innovation, local,
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carbon, employment and dialogue. These themes cover a comprehensive sustainability goals’ list
that are range from ensuring efficient interiors in terms of healthy ambience, 100% smoke free
rooms, efficient use of water through rain-water harvesting and encouragement of eco-design,
with protection of children from abusive activities, etc. Other initiatives that shows high
commitment of Novotel Hotels in sustainable practices implement include low energy lamps that
are fitted to give permanent lighting in bedrooms, more energy-efficient refrigerators, boilers and
recovered energy from ventilation etc. Along with this, recycling is extensive which includes
electrical as well as electronic equipment for cooking also shows some eco-friendly polices of
this hotel.
Methodology
Research Methods
For conducting an investigation, the foremost duty of researchers is to analyse what tools
and techniques they must use first. This would help in estimating types of methods that need to
be underpinned for gathering relevant information and analysing same, to meet research
outcomes (Yusoff and et. al., 2020). In this regard, for making argument on sustainable practices
and commitment of hotels in protecting environment from hazardous wastages and practices,
following techniques will be used -
Research approach
This part of methodology explains plan and procedures need to be utilised for gathering,
organising and interpreting the information on a selected topic. It includes qualitative and
quantitative approaches that demonstrates path for formulating and investigating the objectives
of a research (Umrani and et. al., 2020). In context with present research, as both secondary and
primary research techniques will be utilised to gain employees and expert point of views on
sustainable practices of hotels. Therefore, mixed research approach will be applied to explore
and understand perspectives of different researchers and respondents. Such information will be
afterwards analysed through adductive methods.
Research Philosophy
As this part of methodology is related with knowledge development of a specific topic,
which forms on the basis of specific strategy, data collection techniques, problem formulation
and more (Pham and et. al., 2020). Therefore, interpretivism research philosophy will be applied
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to set hypothesis and analyse the result outcomes. This would help researchers for collecting
both graphical and theoretical based information to obtain desired result.
Research Design
This section entails the way researchers will be going to set plan and procedures for
addressing objectives of research. For this purpose, research can be designed either as
explanatory, descriptive and experimental manner, in order to carry out investigation. Therefore,
with respect to present project, descriptive research design is chosen to collect a large amount of
data and meet objectives specifically.
Data Collection methods
This part of research reflects sources from where information on a desired topic will be
collected, that are broadly classified into two main types as primary and secondary (Zientara and
Zamojska, 2018). Hereby, primary sources which includes methods like self-questionnaire,
interview, different ways of online and offline survey etc. help in obtaining reliable, more
accurate and original information. Whilst, books, journal articles, online websites, government
census report and more, are secondary sources which helps in gathering large amount of
information but relatively less reliable. However, such methods take less time and cost as
compared with primary sources, but possibility of increasing gap in research outcomes is higher
as well.
Therefore, in context with present research, both primary and secondary sources will be
taken to collect reliable and large amount of information in set period of time limit. Hereby, 30
employees of Novotel London Blackfriars will be chosen as a sample to conduct primary
research, while articles and government report will be taken to carry out literature review.
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References
Books and Journals
Pham, N. T., and et. al., 2020. The role of green human resource management in driving hotel’s
environmental performance: Interaction and mediation analysis. International Journal of
Hospitality Management. 88. p.102392.
Umrani, W. A. and et. al., 2020. Greening the workforce to achieve environmental performance
in hotel industry: A serial mediation model. Journal of Hospitality and Tourism
Management. 44. pp.50-60.
Yusoff, Y. M. and et. al., 2020. Linking green human resource management practices to
environmental performance in hotel industry. Global Business Review, 21(3), pp.663-680.
Zientara, P. and Zamojska, A., 2018. Green organizational climates and employee pro-
environmental behaviour in the hotel industry. Journal of Sustainable Tourism, 26(7),
pp.1142-1159.
Online
Novotel opens green hotel in heart of London. 2015. [Online] Available Through:<
https://www.theguardian.com/sustainable-business/2015/apr/30/novotel-opens-green-
hotel-in-heart-of-london >.
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