Your average room in a hotel room is familiar to all of us. We squander a lot of packaging: individually wrapped soaps and shampoos, piles of towels, stationary and daily newspapers. However, these days forgotten, the eco-consciousness begins to penetrate the hospitality market to one degree or another. With Hotel Terra Jackson Hole, the first in the collection of green hotels launched by the Terra Resort Group, has been raised to a bold, uncompromising level of luxury and comfort.
The motivational basis of Terra is the rugged landscape of Wyoming and the pristine Grand Tetons - 97% of the territory is a national reserve. Dictated by the environment, Terra’s owners / developers have decided to create a low-impact hotel that will be a common partner of the existing environment. From the side, they pledged to build a LEED-certified building, and then quickly discarded the LEED criteria, while still offering their guests a pleasant hotel. Samantha Denny, director of corporate marketing for Terra Resort, summarizes the mission of the group: “The various members of the Terra executive team are former leaders of Four Seasons whose goal was, first of all, to create a luxurious guest with amazing intuitive service, beautiful surroundings filled with bright, comfortable rooms and then surprise our guests with how stable they are. ”
Bills for utilities accounted for the budget, and we actually save 35% of water per year
Terra's approach is socially responsible as well as the right business strategy. Data from a recent Y-partnership survey supports the Terra formula: although 78% of Americans consider themselves environmentally conscious, and 54% of these respondents are likely to provide support at a hotel that is responsible for the environment, only 1 in 10 consumers be ready pay a higher rate for "green".
Thus, although consumer awareness of the supplier’s attempts to act in an environmentally responsible manner may be sufficient to provoke a shift in patronage if all prices are not equal, one factor is enough to lure the consumer. This explains why some resorts who advertised "green" because their main draw did not see the desired payback at higher initial costs.
On Terra, "green is in the details." The 72-seat eco-boutique hotel is equipped with energy-saving windows, special organic cotton mattresses, chemically clean products for cleaning, a sophisticated air filtration system, a heating and cooling system that can be controlled by zones - for example, in the bathroom and in the bathroom. can be adjusted to be warmer than the seating area; when the room is free, the system can be in low energy mode. The water supply system is also environmentally friendly with a two-point flush; and landscaping was designed in such a way that maintenance does not require additional water. "One of the biggest problems in the green zone is that monitoring and analysis of energy and water, etc., require a lot of time and attention." To help focus on our environmental commitment, we have indicated the Corporate Director of Sustainability. In this role, Ashley Morgan is charged with all purchases of the hotel. She is a source of suppliers who provide high-quality luxury green alternatives and think about social responsibility in their business. ”
In some cases, the Terra team had to work with a supplier to develop a five-star environmentally conscious product that was not yet available. Morgan felt it was important to provide the rooms with organic cotton mattresses and recycled steel springs. While the mattresses were twice as expensive as comparable non-eco-friendly bedding, the Terra executive team recognized the vital need to preserve “green”. The bed is the part of the hotel with which guests come most closely in contact. Although Terra recognizes that the cost of building and building LEED buildings is higher than the cost of non-green building work, Danny claims that Terra is focused on long-term return on investment.
Interestingly, the costs incurred on the side of operations are the same, if not less than a comparable luxury hotel. "In fact, utility payments were under the budget, and we actually save 35% of water per year," says Danny. Although it may still be too soon to say, the staff sounds as nice as the guests.
... our managers are very proud and enthusiastic about our green mission. There is a strong spirit of innovation in how to raise the bar for environmental protection ...
Against the backdrop of a competitive hospitality market and challenging economic times, the clarity of the message and brand are critical. Terra has successfully transferred the luxurious aspects of the resort, making a "green" hospitality as an additional bonus. Guests are attracted to luxury and hotel services, and they leave the feeling better about the environment.
Insights:
When JDRQuest & Co. It was entrusted to find the director of the resort area for Terra Resort, we knew that passion and commitment to quality and innovation are key criteria. It is these candidates who show enthusiasm and are endowed with the mission of ownership, which will have the stamina and the greatest impact on the business in the shortest possible time.
o A business that has a strong philosophy and point of view is visited by employees who are like-minded and passionate, creating greater synergy in the workplace.
o A strong philosophy of altruism and social responsibility helps to retain employees who are vested in the company because it personally speaks to employees, associating them with a higher cause and making a difference.
o Surveys have shown that the workplace environment has a direct impact on productivity and overall employee satisfaction. At Terra Resort, employees feel that an open, vibrant atmosphere and a sophisticated air circulation system contribute to their excellent working environment.
o “The future of luxury will be linked to the import of real meaning into the product — to show that the product is sustainable and demonstrates genuine sensitivity to the community” is becoming increasingly important in today's competitive market. Companies that prefer to differentiate themselves in providing a unique guest experience with a low level of exposure will certainly compensate for upfront costs with repeat business and high levels of customer satisfaction over the long term.
Landscaping & nbsp; is quickly becoming the expectation of enlightened travelers and the focus of a new generation of Millennials who are committed to a green future
