Sustainability in Hospitality Sector

This article discusses the importance of sustainability in the hospitality sector and its impact on consumer decision making. It explores the criteria of environment-friendly policies, strategies, and insights in the hotel industry. The research focuses on IHG, a leading hotel in England, and provides recommendations for implementing sustainable practices.

Sustainability in
hospitality sector

Table of Contents
Topic: “The criteria of environment friendly policies, strategies and insights based on the decision
making of consumer while making choice in hotel”. .................................................................................3
Introduction.................................................................................................................................................3
MAIN BODY..................................................................................................................................................3
Research Aim..........................................................................................................................................3
Research Objectives ...............................................................................................................................3
P5 Communicate research outcomes in an appropriate manner for the intended audience.................3
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the research
project....................................................................................................................................................4
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes..............6
Recommendations.......................................................................................................................................7
CONCLUSION...............................................................................................................................................8
References...................................................................................................................................................9
Books and journals ................................................................................................................................9

Topic: “The criteria of environment friendly policies, strategies and insights
based on the decision making of consumer while making choice in hotel”.
Introduction
Environment and its customers play vital role into the planet that needs to be stable with the
impact of business performances and activities they implement in gaining customer attention. Sustainable
development is a factor through which business firms could get meaningful opportunities to be valuable
and efficient towards environment and society. Organisations are not only run on their own welfare but
have as sensible role into society (Martínez, Herrero and Gómez‐López, 2019). Nowadays,
organisation has taken this concept in a serious aspect which has shown into their function. Hospitality
industry play vital role into economic development due to their large and wide operations that enables
pools of opportunities for the public. There have much competition aspect has made into market and
people are being more genetic into selecting appropriate services. Many organisations using eco friendly
materials, like air free chimneys, paper bags, solar gases and other material which does not harm into the
environment. Through seeing these initiative of the company consumer gets attracted towards their
concerns and make more purchase by being loyal. The report is been carried out on the hotel IHG
(Martínez-Martínez and et. al., 2019). The hotel is the most popular and stand into leading firm of
hospitality sector based on England. It has 5900 hotels in around 100 countries. the report consisting
relevant factor of methods and strategies which have significant for customers by considering
methodology and recommendations.
MAIN BODY
Research Aim
To undertake environment friendly outcomes provided through implementing policies and
strategies that causes impact on consumer decision making. A study on IHG.
Research Objectives
 To identify environment benefits by which policies and strategies has formulated BY
IHG.
 To draw customers with the benefits of environment well being by identifying more
effective strategies
 To regulate awareness of being environmental friendly into society.
 To rectify the issues faced by IHG in undertaking strategies and eco-friendly
development.
P5 Communicate research outcomes in an appropriate manner for the intended audience.
This has estimated through several number of strategies and policies may be adopted by
health organization and firms for promoting as well as influencing the theory of decision making

of users or costumers so that they are able to attain and grab the positive and beneficiary
advantages that may facilitate through them (Uyar and et. al., 2020). As the eco friendly tactics,
initiatives including policies majorly play a vital role in order to influence the decision making of
consumers and to choose or select hotel for vacations or purpose of business. Hence in the recent
times, each individual are much oriented and focused toward environment as well as most likely
to be a eco -friendly aspects so they generally adopt those hotels that are performing some
effective efforts in aspect to the concept of echo friendly. In respect of this context, they also
undertake number of eco friendly strategies and policies as well as initiatives and rest of all
elements and factors as well. Hence it may prove to be beneficial to enhance and improve their
brand image and as well its image in a current situation which may provide to grab a number of
new consumer's attention and interest as well (Osti and Goffi, 2021). In addition, this also may
promote the advantages for the rate of sustainability of entity and may be proved to be helpful to
established favorable condition and affects on the large amount of customers base. It may also
promote the growth of firm and along with the growth it may also promote the brand image and
it can provide profit effects to organization. In addition to this, it has also been determined that in
respect of IHG, these individual initiatives is termed to be vital and significant element in the
business industry as well as it may play a effective role in order to establish the factors such as
brand image, sustainability etc (Rezapouraghdam, Alipour and Arasli, 2019). Also there are
various and several kinds of hotel that may have potential to influence and promote the better
understanding of decision making in relevant context. The concept may derive the adaption of
new and latest technologies such as Green Technologies, water, energy conservation, the process
of recycling, origination of biodegradable gases by use of waste products and garbage, recycling
steel and other items in construction sites. As these concepts promote the concept in life of earth
and save the greenery of earth. As well as the concept of planting more and more trees in area is
also been determined by number of hotels and organization. In addition, there are many hotels
are present in a country those follow the concept of saving energies through solar technologies in
street lights. This enhance the image of a brand as well as it also provide benefits and cost saving
as well. It has also been analyzed that there are number of challenges as well as problems which
are faced through hospitality firms in order to influence customers in regards to services and
facilities. Most common problem which can be considered to be prior is cleanliness by customers
(Cerchione and Bansal, 2020).
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
research project.
This report gave me insights if having significant development to know the impact of
environmental friendly policies and insight to gain large number of customers attention. It has
provided me thoughts of having polluted free air that positively influence on people health. Also,
i have analyzed that hotel IHG which have wide operations have effectively undertaken their
duties towards environment. The research method applied into this reports are secondary under

which all the information gathers through internet sources and taking case study of the hotel. I
have gain knowledge of significance of strategies in running successful business moreover,
retaining customers by treating them the most valuable part of their organization are all the
actions taken for them only. Treating customers health as a priority is the first step towards
taking sustainable growth (Ozturkoglu, Sari and Saygili, 2019). This research has provided me
with the area of knowledge that ensures companies requirement of being environment friendly to
attract large customers. By using secondary methods of research. Data, statistics, graphs and
other internet findings have provided me with the best information so that I could fulfill research
aim. These methods have shown that hotel IHG have various measures to control wastage, water
consumption, energy solutions and many other that could create impact on environments. The
findings has shown me that the hotel focusing on welfare of both environment and society.
Through developing effective strategies, customers will find values in hotel services and retain
their loyalty towards them (Göbel and et. al., 2017).
I identified that the hotel consist effective techniques in order to maintain energy and
water consumption by enabling cost saving through green environment strategy. The hotel has
better facilities to track consumption and energy efficient lighting in hotel rooms. They are
concerned about increasing sustainable growth into large market which is essential to stand for
longer duration. Through this method of research, I found some difficulties to ascertain required
information with proper relevancy and accountability. As the information based on writing
concept and to fully endorsed with consistency. So, in order to get understand about
sustainability concept quite closely, I have taken a step forward to visit and interconnect with
hotel staffs to get information about significance being environment friendly. There, I come up
with a thrilled and shocking experience of hotels operations that have pool of complexity and
uncertainties roaming around (Presenza, Messeni Petruzzelli and Natalicchio, 2019). Businesses
are in need to protect environment and its resources through which they will be able to survive
into market where inflation, GDP, literacy and natural calamities could take a turn. There should
be preparation for sustainability by forming effective strategies in order to accomplish goals to
compete with uncertain environment. By being a part of this research, I have analyzed that
having complex situation requires long terms solutions. Being prepare with sound functioning,
effective strategies in building environmental friendly services, there are various methods that
needs to follow to gain customers attention and creates a resistible conditions in working.
This research has helped me out to regulate awareness of sustainable growth by adopting
environment friendly solutions. As people are already concerned about their health and lifespan
which could get affected by operations of travel and tourism industry. People are now making
choices by seeing and evaluating their criteria to get healthy environment. As hotel industry is all
based on living life with great experience of living with quality food, stays, sanitize and other
activities that an individual requires in their daily routine (Meeroff and et. al., 2020). I observed
that people could not make compromise in choosing best fitted for their health whether they have
to pay higher prices for it, this behavior is mainly seen into higher sections of society which

hotels and the whole industry must assure before setting policies and plan for operations. There
are need to make relevant strategies for better development into all the area worldwide for
making sustainable growth.
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes.
The research is all depended on various methods which gives an insights to the whole
objective of research. As far as concerned about outcomes of the research, I have finalised that
hotel IHG is leading into sustainable world by maintaining environmental friendly solutions for
its operations. Through secondary research methodologies, I evaluated the ways in which I could
identify their operations into uncertain environment, for which I took methods of online surveys,
internet surfing, data collection and many more and that come to a conclusion of relevant but not
sufficient information (Phi and Waldesten, 2021). It has shown me significance and criteria in
which IHG is working to protect environment and society by showing what facilities and
appliances they are using to reduce wastage, enhance degradation and recycle, formation of solar
plants. Through these facilities, they keep proper record of energy and water used during the
whole working operations. However, this method driven me some difficult moves in searching to
regulate awareness of environment friendly. For that instance, an alternative method could have
provided me with better results and close findings of the whole topic. Interview method could
also taken to carry out this research, as it provide clear and personal answers through which
solution an recommendation would come accurately (Oliveras-Villanueva, Llach and Perramon,
2020).
By taking interviews and personal surveys, I could make more realistic issues that faces
by hospitality sector into long run. As the company nowadays, deciding to make expansion into
more emerging market like china, Brazil and others. The individuals would get involve In the
interviews could be hotel staffs, customers, managers and other people connected with hotel. By
raising questions of how the hotel has surviving its sustainable growth and what services are
considering into hotel premises as well as what issue are faced by IHG in running environmental
protected activities. By using this method of research, I could have prepare myself for career
development as taking interview will enhance my communications skills, interpersonal relations,
observing skills and raise my knowledge in defining different individual opinion. Interview
methods will provide me better understanding of one's personal interference in buying and
satisfactory concept (Phi and Waldesten, 2021). Also, this method of research could help me at
the time of performing research in providing my understanding and opinion about sustainable
growth to the public. Personal interview sessions could be conduct through both online and
offline modes. From which, I could provide prompt solutions and regulate awareness into public.
Also, hotel could adopt this method in order to identify their practical implementation and

current position into society. This could help them in building more valuable connections with
staffs, public and other people.
Recommendations
Through analysing the whole criteria of sustainable development which is vital for
removing challenges and building effective strategies. It is recommended that, first the Hotel
needs to identifies crises and problems people are facing through natural disasters of energy and
water consumption level by researching market as well as society circumstances. Through
conducting research, the company has come to an image of having reputed brand name and
reliable criteria of working into long run. But, there are needs for improvisation in services by
designing solution on tracking records, staffs needs to be more professional and dedicated
towards formulating strategies and take initiative in terms of defining healthy solution to grow
society and hotel effectively. An economy is depended and affected by operations of large
business firms which conduct various activities that could harm to general public and comes
under contact of legal abolition. So it is necessary for both IHG and social stability. Moreover,
IHG must prepare their marketing and research department to conduct research about market
factors and issues in order to make plans for future stability. To keep the organisation updated
with environment crises and calamities, there should be reduction in more of wastage and
enhance recycling in food items.
The more hotel will maintain their practices towards environment, the more they will get
growth and success. Another strategy could be undertake by the organisation through focusing
on using all paper materials, eliminate plastics, foils etc. in order to secure natural resource for
future existence, there should be maximum utilisation of resources so that no wastage would get
reflect. into hospitality sector, food mechanism or other production procedure needs to be use
regulate through polluted free machinery through degradable gases and nitrogen gasses. There
should be evaluation of energy lighting and battery lamps into all rooms and area of hotel.
Through this practical execution, the hotel will contribute their consumption for society. Along
with this, they need to prepare water cycle and heavy machinery which could save rainwater and
consume it for gardening, cleaning and others. These factors mainly contribute in environment
healthy protection through which every creature of planet gets healthy lifestyle by valuable
contribution in protecting nature and wildlife.
There should be formulation of strategies for tracking natural consumption with its cost
and maintain records to make comparison between past and current performance. In recent
updates, government is focusing on zero emission and believed in fuel free travelling. Hotel IHG
group could take it as an advantage for its expansion by acquiring hotel for travel purpose as they
give convince facilities for tourists. They must ensure that the vehicles used by them must reflect
fuel free journey to promote pollution free environment. These strategies will focus on climate
protection, flood defence, planning in infrastructure process. The hotel must put highlights on
building green community and make sure about making it full of greenery. This could be done

by taking initiative through regulating programs , campaigns, and workshops for growing
number of trees and plants by showing a valuable significance of environment protection.
Regulating awareness into general public will result into positive changes seen for environment
and organisation success. There should always be preparation of future generated sources that
will work as a saviour into crises and play crucial role for enhancing brand mage of company.
These recommendation will work as a backbone for hotel for creating effective planning and
strategies in terms of environment protection.
CONCLUSION
This research has concluded that sustainability and growth aspect which is necessary for
the organisation to cope up into competitive world. Sustainable development provide an insights
to the problems and concerns about people and society which make influence in making choice
for hotel. This research has drive me with clear objectives and for environmental solutions that
needs to be clearly set for future success.

References
Books and journals
Cerchione, R. and Bansal, H., 2020. Measuring the impact of sustainability policy and practices
in tourism and hospitality industry. Business Strategy and the Environment, 29(3),
pp.1109-1126.
Gardetti, M. A. and Torres, A. L. eds., 2017. Sustainability in Hospitality: How innovative hotels
are transforming the industry. Routledge.
Göbel, C. and et. al., 2017. Implementing sustainable business models in the hospitality sector
with the help of a mission statement. International Journal on Food System
Dynamics, 8(2), pp.165-169.
Martínez-Martínez, A. and et. al., 2019. Knowledge agents as drivers of environmental
sustainability and business performance in the hospitality sector. Tourism
Management, 70, pp.381-389.
Martínez, P., Herrero, Á. and Gómez‐López, R., 2019. Corporate images and customer
behavioral intentions in an environmentally certified context: Promoting environmental
sustainability in the hospitality industry. Corporate Social Responsibility and
Environmental Management, 26(6), pp.1382-1391.
Meeroff, D. E. and et. al., 2020. Implementation of sustainability practices in the hospitality
industry. Journal of Service Science and Management, 13(2), pp.189-208.
Oliveras-Villanueva, M., Llach, J. and Perramon, J., 2020. Service Quality in Hospitality and the
Sustainability Effect: Systematic Literature Review and Future Research
Agenda. Sustainability, 12(19), p.8152.
Osti, L. and Goffi, G., 2021. Lifestyle of health & sustainability: The hospitality sector's response
to a new market segment. Journal of Hospitality and Tourism Management, 46, pp.360-
363.
Ozturkoglu, Y., Sari, F. O. and Saygili, E., 2019. A new holistic conceptual framework for
sustainability oriented hospitality innovation with triple bottom line perspective. Journal
of Hospitality and Tourism Technology.
Phi, G. T. and Waldesten, T., 2021. Educating sustainability through hackathons in the
hospitality industry: a case study of Scandic hotels. Scandinavian Journal of Hospitality
and Tourism, pp.1-17.

Presenza, A., Messeni Petruzzelli, A. and Natalicchio, A., 2019. Business model innovation for
sustainability. Highlights from the tourism and hospitality industry.
Rezapouraghdam, H., Alipour, H. and Arasli, H., 2019. Workplace spirituality and organization
sustainability: a theoretical perspective on hospitality employees’ sustainable
behavior. Environment, Development and Sustainability, 21(4), pp.1583-1601.
Uyar, A. and et. al., 2020. Thematic structure of sustainability reports of the hospitality and
tourism sector: A periodical, regional, and format-based analysis. Current Issues in
Tourism, pp.1-26.