MINNEAPOLIS—As the sustainability movement gains momentum in the hospitality industry many questions abound for hotel owners and operators and Carlson Hotels Worldwide has taken a step toward providing answers. The company is releasing a set of green guidelines titled “A Practical Guide to Greening Your Hotel” that outline sustainable strategies and practical steps for environmental sustainability that can be applied across all five of its brands. Instrumental in putting the guide together has been Carmen Baker, who was recently appointed to the newly created role of vp of responsible business at Carlson. Baker had served as vp of diversity for Carlson, and her primary role is to lead the company’s initiatives in the areas of corporate social responsibility, including environmental sustainability, charitable giving and community relations. Baker stressed the importance of providing direction for hoteliers. “We’re believers in a base line. You need to know where you’re starting before you start running off in a certain direction. This is a baseline for all hotels,” she said. Baker, who said the guide took several months to complete, noted there were four pillars the initiative was built around: the community; culture; environment; and business ethics. She noted, “We feel good about where we’re at. We feel good about the approach we are taking,” she said, adding, “Social responsibility is something Marilyn [Carlson Nelson, co-owner and chairman of the board for Carlson Cos.] is serious about, and Hubert [Joly, current Carlson Cos. president and CEO] is serious.” In addition to a responsible business commitment from Carlson, the guide includes a number of tips on getting started, green action checklists and a green meetings policy. It also includes the results of a Carlson guest survey, which revealed the following. • Overall hotel guests feel they are very engaged in environmental issues and 58% said they would be willing to book a hotel room that is environmentally friendly. • Guests expressed a high degree of willingness to do their part at home and while on the road. • Fifty-six percent of guests said they actively seek environmentally friendly products and services and 52% said they would participate in programs to help reduce or offset a hotel’s carbon emissions. • When it comes to their willingness to change behavior, most guests seek choice—such as the choice to have linens or towels changed.
