This is an executive summary of our white paper "Sustainability in the Hospitality Sector".

Executive Summary

Unveiling Sustainability in the Hospitality Sector: Common Misconceptions and Recommended Strategies

Despite continuous tourism growth prior to the COVID pandemic, Vietnam was ranked 96th out of 99 countries in a global sustainable tourism ranking conducted by Euromonitor International in 2021, which examined seven aspects of sustainable tourism, including environmental, social, and economic sustainability, country risk, sustainable tourism demand, transportation and lodging (Vietnam Express, 2021). To look more into this issue, we have researched to unveil the different challenges behind this phenomenon and find out the challenges that hotels in South East Asia, particularly in Vietnam, are facing.

Through the course of this research, we encountered several recurring sustainability misconceptions across participating hotels. These fallacies could deter hotels from adopting more sustainable practices or divert their attention from existing important issues. Additionally, hotels are more likely to receive criticism for greenwashing if they implement solutions based on these misconceptions.

Methodology:

Our investigation delved into the landscape through 18 comprehensive interviews with executives hailing from 3, 4, and 5-star establishments in Da Nang and Ho Chi Minh City. Representing a spectrum of hotel sizes and management styles, respondents held pivotal roles such as General Managers, F&B Managers, and Marketing Managers.

Unveiling Myths:

Our study unearthed five prevalent misconceptions impeding sustainability endeavors within hotel premises:

• Only upscale hotels can afford sustainable solutions: This widespread belief implies that only hotels with pricey room rates or large corporate budgets can afford to purchase and implement eco-friendly and sustainable products/solutions. However, it's crucial to challenge this stereotype by promoting a practical "Reduce-Reuse" approach, breaking the barrier that sustainability is reserved for upscale establishments.

• All plastics are bad: There is a commonly held belief that all plastics are harmful to the environment, regardless of their type or intended use. This can result in hotels focusing on replacing single-use plastic items with non-plastic alternatives, without fully examining other important factors that contribute to sustainability. It's imperative to differentiate between all plastics and single-use items, urging for a shift in mindset towards reduction and avoidance.

• Environmental harm only occurs at the disposal of a product: It’s a common misconception that a product only causes harm to the environment when it’s disposed of. However, overlooking the hidden impacts that occur in other stages of a product's lifetime can lead to poor sustainable decisions. It's vital to shift our attention from waste disposal to considering the holistic product lifecycle, providing a more comprehensive approach to environmental stewardship.

• What is reusable or recyclable gets reused or recycled: There is a common belief that as long as the packaging is collected by either the supplier or the waste collector, it will always be either reused or recycled. Emphasizing the significance of diligent disposal monitoring sheds light on potential pitfalls and underscores the need for careful oversight in waste management processes.

• There are no benefits in communicating about sustainability efforts: The reluctance or even avoidance to discuss eco-friendly initiatives of hotels is often attributed to the perception that guests do not consider environmental sustainability to be a crucial factor when choosing a place to stay. However, challenging the idea that communicating sustainability efforts is insignificant, it's crucial to highlight the advantages such as guest endorsement, staff engagement, and progress within the industry.

Blueprint for Sustainability Strategies: Concluding with actionable recommendations, the report outlines pivotal strategies for elevating sustainability within the hospitality sphere:

• Brand Integration: Infusing sustainability into the brand's DNA, steering all facets of design and operations towards eco-consciousness.

• Cultivating Internal Awareness: Nurturing a sustainability culture from leadership to ground level, bolstered by continuous training and external insights.

• Lifecycle Conscious Purchasing: Assessing products through a holistic lens, integrating sustainability benchmarks into procurement protocols.

• Embracing Reduce>Reuse>Recycle: Prioritizing waste minimization and reutilization over recycling, mindful of local waste management contexts.

• Effective Communication and Engagement: Embracing transparency and precision in communicating sustainability endeavors, leveraging storytelling across diverse platforms and engaging guests through surveys and eco-friendly amenities.

Towards Sustainable Horizons:

These strategies serve as a beacon, steering hotels towards a path of sustainable excellence by dispelling misconceptions and offering pragmatic solutions, fostering a future where environmental responsibility is integral to hospitality endeavors.

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For the full report, click here.