Evaluating Sustainable Practices: A Case Study of Crowne Plaza Hotel

This report examines the sustainability measures implemented by Crowne Plaza Hotel in Melbourne, Australia. It provides an overview of Australia's environmental policies and the hotel's sustainability initiatives within the Sustainable Hospitality Framework, focusing on social, economic, and environmental aspects. The report highlights the hotel's achievements, such as the 'Green Globe Bronze' award, and discusses how sustainability is measured using the Triple Bottom Line approach. It critically assesses the benefits of these practices, including cost savings and compliance with government regulations. The analysis demonstrates how adopting sustainable strategies can enhance a hotel's long-term viability and appeal in the market. Desklib provides access to similar case studies and solved assignments for students.

Running head: SUSTAINABLE BUSINESS PRACTICE AND STRATEGIES
Sustainable business practice and strategies
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Executive Summary
The following report is based on the identification of the sustainability measures of a hotel in
Australia and the ways by which it is done. The report has taken the example of Crowne Plaza in
Melbourne as an example to complete the following assignment. The report starts with the
introductory part and provides a brief overview of the country and also the hotel. It also provides
the initiatives, achievements and the ways by which the management of the hotel measures the
sustainability of the business organization. The report ends with a brief but compact conclusion
and an appendix part where a number of charts mentioning sustainability are highlighted.

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Table of Contents
Introduction......................................................................................................................................4
Brief overview of Australia.............................................................................................................4
Overview of the Hotel.....................................................................................................................5
Initiatives within the Sustainable Hospitality Framework...............................................................5
Achievements..................................................................................................................................6
Measurements..................................................................................................................................7
Critical Perspective..........................................................................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9
Appendix........................................................................................................................................11
Appendix 1.....................................................................................................................................11
Appendix 2.....................................................................................................................................12

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Introduction
The following report is prepared to verify the different strategic initiatives that are
practiced and undertaken by the organization to manage the environmental and other needs. The
report is based on a number of considerations that has included the current legislations and
regulations present in the country and the ways to implement them in the workplace. The
example of Crowne Plaza hotel which is one of the most luxurious hotels of the globe is taken
here for helping the readers gain a clear understanding of the different types of sustainability
measures that are adapted by the chain of hotel to ensure their long term stay in the Australian
market (melbourne.crowneplaza.com 2018).
Brief overview of Australia
Australia is one of the few countries in the world that has a dedicated range of environmental
policies and sustainable measures to minimize the impact of the different government and private
companies operations on the environment. These legislative measures and policies have set aside
the target for the carbon emissions, energy, waste and the use of the available resources of the
company (Stylos and Vassiliadis 2015). The environmental management issues that are included
in the formulated policy include;
a. Emission of greenhouse gas and ozone depleting substances
b. Suppliers of the company, products and use of different materials
c. Use of water and wastage of water
d. Office waste, building waste and recovery of the different resources

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Overview of the Hotel
Crowne Plaza Hotel is a luxury hotel situated in the Australian city of Melbourne. The
hotel is situated just beside the Yarra River and the customers are able to get a transparent view
of the river and all other daily activities of the river from the rooms of the hotels
(melbourne.crowneplaza.com 2018). It has a 4.5 rating and has been now recognized
internationally with ‘Green Globe Bronze’ award. The following award is presented on the basis
of a number of sustainable development management and operations. The following certification
has a number of different considerations that includes Conservation (10%), corporate social
responsibility initiatives (20%) and Energy and environment (70%). The management of the
hotel has been trying hard to achieve the next award which is the Green Globe silver status. The
management of the hotel has set out a target for the next 2 years by which it expects to achieve
the following benchmark. The management of the hotel participated in the Melbourne City
Council ‘Savings in the City’ a program that deals with the wise dispersal of city waste. The
hotel collaborated with the Smart Hotel program which helped them to implement a number of
energy efficient and environment friendly initiatives that helped in a lot of sustainable ways.
Some of them includes the likes of saving water and reduce the amount of wastes by segregating
them and make the city environment friendly.
Initiatives within the Sustainable Hospitality Framework
The management of the mentioned hotel in Melbourne has taken a lot of positive steps
that helps them to address the different environmental, social and economic issues regarding
sustainability. In the recent years sustainability has been widely perceived and practiced in the

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forms of greenification (O'Neill et al. 2018). The hospitality industry has made significant
development has made remarkable development in adapting to latest technologies and measures
to that help them to address the issues easily. The management of Crowne Plaza in Melbourne
has adopted some social measures to make them sustainable for the coming days. The hotel has
stood against any form of discrimination, corruptions, exploitation and unlawful practice in
workplace. The employees are encouraged to work in a friendly atmosphere and a number of
workshops are carried out by the management of the company involving the workers, trade
unions, suppliers and other concerned parties to create a common bond and unique culture in the
hotel. The management of the organization has adapted to some revolutionary changes that
promises to bring down the use of energy and the unnecessary use of water in the hotel (Jurigová
Tučková and Kuncová 2016). The boilers to the lighting systems has been changed and even the
equipments and tools used in the kitchen are environment friendly and are capable of utilizing
20% less energy than the traditional ones. The sanitary department of the hotel has changed the
way water is used in the hotels by mixing chemicals that are used to treat the waste water and
also set up different other facilities for the betterment and reuse of the water. Apart from this the
management also recycles and reuses all the waste materials that are used by the customers or the
staffs of the hotel.
Achievements
The various measures that have been adapted by the management of Crowne Plaza,
Melbourne has carved out a success story out of its sustainability programs. The sustainability
programs especially the use of the solar energy and the reduction in the consumption of
electricity has helped it to gather huge attention and has made it one of the best hotels which
follow sustainability measures. As mentioned in one of the earlier parts of the report such critical

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success factors has helped it to achieve the ‘Green Globe bronze’ award as a result of their hard
work.
Measurements
The sustainability measurement of the company is measured according to the different
paradigms that include the environmental, social and economic measures taken up by the
organization for the promotion and implementation of sustainable measures by the management
of the organization (Jurigová Tučková and Kuncová 2016). The Management of the company
takes the help of the Triple Bottom Line to complete the measurement of Sustainability. Crowne
Plaza Hotel has formulated its own specific policies that help them to address the social,
environmental and economic issues of sustainability by multiple ways.
Critical Perspective
The report has discussed all the different measures that have been adapted by the
organization to stay sustainable in the long run. The following report has thus highlighted the
importance of sustainability for the business of a hotel. The presence of proper sustainability
measures for the organization is surely praiseworthy as because it helps the company to save for
the future and invest in smart technologies that can change the future of the mentioned company.
According to, Cvelbar Grün and Dolnicar (2017) cost savings in the harsh market condition of
the present world will surely serve as an advantage for the organization. Jurigová Tučková and
Kuncová (2016) have stated that the realization of the bottom line financial return from the
implementation of sustainable business practices is the strongest motivating factor to encourage
the investment of the private investors. On the other hand regulatory affairs formulated by the
Government of Australia are believed to be the main driving factor behind the maintenance of

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the different rules and regulations of environmental sustainability. Has mentioned that fiscal and
the economic incentives provided by the Government of Australia to build the infrastructure of
the business firms to install the different types of green facilities for the company must be
utilized fully to make the green program a success.
Conclusion
The following report has provided a good account of different types of sustainable
measures that are usually taken up by the management of the company to make them future
ready and face any challenges that may occur in the future. The thorough analysis of the
following report will provide all the insights related to the elements of sustainability and the
ways by which they are measured by the organization. The report thus has been able to meet all
the specific aims of the organization and thus a clear and transparent idea related to sustainability
and its application can be received by the readers.

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Reference List
Crowne Plaza. (2018). Hotel and Conference Venue | Crowne Plaza Melbourne. [online]
Available at: https://www.melbourne.crowneplaza.com/ [Accessed 16 Apr. 2018].
Cvelbar, L.K., Grün, B. and Dolnicar, S., 2017. Which hotel guest segments reuse towels?
Selling sustainable tourism services through target marketing. Journal of Sustainable
Tourism, 25(7), pp.921-934.
Green Hotelier | Green Hotels, Sustainable Tourism & Eco Travel. [online] Greenhotelier.org.
Available at: http://www.greenhotelier.org [Accessed 11 Apr. 2018].
Jurigová, Z., Tučková, Z. and Kuncová, M., 2016. Economic sustainability as a future
phenomenon: moving towards a sustainable hotel industry. Journal of Security & Sustainability
Issues, 6(1).
O'Neill, S., O'Neill, S., O'Neill, S., O'Neill, S., Tuppen, H., Tuppen, H., Tuppen, H., O'Neill, S.
And O'Neill, S. (2018).
Stylos, N. and Vassiliadis, C., 2015. Differences in sustainable management between four-and
five-star hotels regarding the perceptions of three-pillar sustainability. Journal of Hospitality
Marketing & Management, 24(8), pp.791-825
Sustainabilitymatters.net.au. (2018). Crowne Plaza Melbourne increases energy efficiency.
[online]Availableat:https://www.sustainabilitymatters.net.au/content/sustainability/article/
crowne-plaza-melbourne-increases-energy-efficiency-1407904465 [Accessed 11 Apr. 2018].

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Warren, C. And Becken, S., 2017. Saving energy and water in tourist accommodation: A
systematic literature review (1987–2015). International Journal of Tourism Research, 19(3),
pp.289-303.

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Appendix
Appendix 1
Monthly Total Consumption Chart
Source: (sustainabilitymatters.net.au 2018)

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Appendix 2
Chart showing Sustainable Management of Water
Source: (greenhotelier.org 2018)