sustainable hospitality green
“Secondly, when the lobby was first com- pleted, we found that the velocity of the breeze was too high and would have been uncom- fortable for the guests. We had to tweak the design to reduce the velocity. Now we have a unique lobby that feels as though you’re in an air-conditioned space.” Rao is adamant that the green initiatives
do not negatively affect the guest expe- rience. “There has been no compromise whatsoever on luxury elements. This is a seven-star property.”
ENGAGING THE CUSTOMER
Rao says that the green initiatives have provoked positive responses from the guests, and adds: “A lot of guests have written on their electronic surveys that they appreciate the green initiatives, particularly the tangible features such as the vertical gardens and the naturally ventilated lobby. “They also appreciate the amount of
non-air conditioned space, as well as the natural feeling and the air of calm running through the hotel – it all evokes the spirit of old Bangalore and the city of gardens.” He states that the green directive helps to
retain guests. “A lot of repeat usage is occurring; guests that like what we’re doing here – they’re comfortable in this environment while feeling responsible towards the environment.” To ensure a holistic energy conservation programme, the Gardenia encourages guests to act in a green manner by presenting them with a ‘green challenge’ card. Rao explains: “The card contains a list of green actions for guests. For instance, we ask them to drink the tap water – it’s perfectly potable and far more environmentally-friendly than drinking mineral water in plastic bottles. Another way to save energy is by reducing the amount of laundry. If the guests don’t want their linen to be changed then they put a card on their bed, and if they not want a new towel they put it in a specific place.”
A lot of repeat usage is occurring; guests that like what we’re doing here – they’re comfortable in this environment while feeling respon- sible towards the environment
He continues: “We try to communicate why this hotel is green at various touch points; for instance, when we are escorting
the guests to the rooms, or taking them on a tour of the property. We’ll show them the features that are green, for instance, we would explain that the wood used in the guest rooms is certified by the US Forest Stewardship Council as having come from sustainable forests.” Rao states that visitor feedback has helped the hotel to clarify its initiatives. He says: “A couple of guests commented that
the laundry covers are plastic and this is not environmentally friendly. In actual fact they are not plastic – they’re made from a biodegradable material – but the customer feedback helped us to communicate that more clearly. Customers have also made suggestions on how we can improve and we are acting on that feedback where necessary.” He points out that the concept of responsible luxury has to be ingrained in order for it to work, and adds: “We hold learning
and development sessions and induction modules for every associate and employee of this hotel. The sessions emphasise the green features of the hotel and the need to implement luxury at all times. We also train staff to interact with the guests and communicate the green practices. We’re constantly circulating new environmentally responsible practices.”
LEED�ING THE WAY
Rao believes that sustainability will firmly be on the agenda for ITC: “I think that green will really be part of ITC’s plans, even in the future. The company is building a new hotel in Chennai and I have no doubt that that hotel will also have a similar approach. There is no better strategy than a green building that practices social responsibility without compromising on the luxury experience. It works so well for us at the Gardenia that more and more properties will follow this road. I believe we will be the torch bearer for many similar concepts in the future.” Rao is hopeful that ITC’s green directive will rub off on other hotel operators, but stresses the need for a holistic approach. “A tremendous buzz was created through us receiving LEED Platinum status. A lot of other hotel chains in India see green as a good opportunity and many people will try to replicate what we’ve done. “At the same time, it’s difficult to achieve a truly green building.
You must plan to create a green building from the outset rather than greening an existing property. In this case you are simply being envi- ronmentally friendly not environmentally responsible.”
62 /
/apr-may 2010
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