Unless you’ve been living under a rock for the past few decades, you already know that our planet is experiencing an unprecedented environmental crisis.
And the word eco-responsibility is now everywhere. But what does it actually mean?
According to Larousse, an eco-responsible person or company is one “who seeks to integrate environmental protection measures into its activities, principles, etc.”
In other words, it’s more than just a slogan: it’s a commitment to take action, to rethink the way we work and to reduce our impact on the environment.
What does this have to do with you, hoteliers and restaurateurs?
You, at your level, can really make the difference for the planet.
But above all: attract more customers and increase your revenue without greenwashing!
Yes, the ecological approach is good for the planet… but also for your turnover.
Concrete example
A group of friends were planning a trip. They live in Paris and want to go to Northern Italy. They can afford any means of transportation: plane, train, or bus.
Here is the typical discussion:
| Plane | Train | Bus | |
|---|---|---|---|
| Temps | The fastest | Medium | The longest |
| Price | Medium | High | The cheapest |
| Pollution | The worst | Much better | Average |
The conversation lasted quite a while… and for a clear reason:
Environmental impact has become an important criterion in customer decision.
And it’s not just about transportation, but all aspects of the trip, including hotels and restaurants.
Consumer behavior is changing (and it affects you)
Researchers call this theESCB (Environmentally-Sustainable Consumer Behavior), that’s to say :
behaviors that save resources, reduce the ecological impact et improve the quality of life.
Concretely, it looks like this:
- Buy organic or local products
- Recycle, reuse, save water and energy
- Reduce food waste and use public transport
And in the hotel/restaurant industry, it goes even further:
- Reuse of towels during the stay
- Use of local products
- Collection and recycling of soaps (eg. Unisoap)
- Eco-responsible catering
- Reduction of water and energy consumption
You might be thinking:
“We already do a little of that…”
“It’s not worth it…”
“It’s too complicated…”
Well, here’s why you need to get started now:
1. Customers are willing to pay more!
A scientific review (2013–2023) shows that more than 85% of customers are willing to pay a 4 to 6% supplement per night to stay in an eco-friendly hotel.
In figures, this represents approximately 5 € more per night, sometimes up to 8 to 23 € depending on the type of establishment.
A study of 573 customers confirmed a strong correlation between ecological practices, customer satisfaction and willingness to pay a premium rate.
2. It really pays off!
Research shows that the eco-certification increases loyalty, occupancy rate and average price per night, while generating savings on energy and water.
On average, sustainable hotels see a 12% increase in their turnover while reducing their costs.
Numerical summary
| Indicator | Result |
|---|---|
| Willingness to pay more | +4–6% / night (~5 €) |
| Satisfaction → Premium | Positive correlation |
| Green certification | + Occupation, + Loyalty |
| Ecological practices | +12% average turnover |
How to become eco-responsible in 5 simple steps
1. Take stock
- Water and electricity consumption
- Waste management
- Origin of food products
- Cleaning products and supplies
(A simple Excel table is enough!)
2. Implement rapid actions
- Skip to LED bulbs
- Delete the single-use plastic
- Install a system of tri and reuse of towels
- Propose somefiltered water instead of disposable bottles
3. Make the kitchen more sustainable
- Buy now local and seasonal
- Add vegetarian or vegan dishes
- Reduce food waste (adjusted portions, doggy bag)
- Indicate the origin of the products on the map
4. Train your team and involve your customers
- Raising staff awareness of eco-friendly actions
- Inform your customers (little note in the room, message on the tables)
- Highlight your actions on your website and your social networks
5. Obtain a label and communicate
- Aim for one recognized label (Ex. Green Key In France)
- Create a “Our eco-responsible commitment” page on your site
- Mention your actions on Booking, Google, TripAdvisor
How this involves Medialog
At Medialog, our solutions 100% digital allow to:
- Reduce paper use thanks to the digitalization of check-ins, invoices and reservations.
- Centralize information to avoid unnecessary printing and simplify daily management.
- Improve customer experience with clear communication on your eco-responsible commitments directly via your digital channels.
Conclusion
Being eco-responsible isn’t just good for the planet:
it is also a powerful marketing argument and source of additional income.
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