Selling sustainability Research shows 58% of consumers would prefer to stay in environmentally friendly accommodation « Illustration: Rob Patterson Rob Illustration: 10 I Quality Edge I Issue 21 www.visitengland.com/biz Feature Selling sustainability In an ideal world, becoming sustainable should help both the planet and your business. So how do you go about implementing a green plan and successfully marketing that approach to customers? ccording to VisitEngland data renovation of our barns into holiday economically,’ she says. ‘Running a truly on English consumers, 58% of cottages. We cleaned traditional bricks for sustainable business is cheaper and more people would want to stay in re-use in the building work and it went profitable than non-sustainable models.’ accommodationA with green awards and from there. We didn’t even need a skip, and The savings you can make run into environmentally friendly practices. But so you realise that everything can go in a thousands of pounds. ‘Many of our where do you even begin with an approach circle and be re-used, just in a different members see running-cost reductions of that takes in everything from biomass way. Now we are years on but still up to 20% in the first year,’ says Andrea. ‘A boilers to locally sourced food? The developing and looking for ways to be very large brand hotel told us that their answer, according to many accommodation greener. Sustainability means thinking six-figure electricity bill has been reduced providers, is to take it step by step. You about what happens in the long term. by 60% by switching to LED lights, and don’t need to start with a field of solar PV they had not yet completed the process panels – even modest changes, added Saving money throughout the hotel. There are so many together, can make a big difference. The good news for business owners is that aspects to sustainable tourism and it is ‘You can start by recycling, or getting choosing a sustainable approach is likely to beneficial to everyone: consumers, owners, involved in community projects such as be a money-saver. Andrea Nicholas, staff, the environment, wildlife.’ litter picking,’ says Jane Pond from East managing director of the Green Tourism View Farm Holiday Cottages near Norwich, Programme, says becoming truly Crafting a message a five-star gold-accredited business. ‘You sustainable requires patience, but it will Once you're taking steps to operate more can also plant more trees for bees, buy ultimately yield a higher profit margin. sustainably, you’ll definitely want to tell local produce or cycle more. It all helps.’ ‘Sustainable tourism is important for potential visitors about your efforts. A Jane’s passion for sustainability began in businesses because it ensures their study of 14,000 people across seven « Illustration: Rob Patterson Rob Illustration: a fairly unusual way. ‘It started with the viability, both environmentally and countries by market researchers TNS @VisitEnglandBiz Issue 21 I Quality Edge I 11 « Global shows that 95% say protecting the customers? A good place to start is your customers without sounding environment is important to them VisitEngland’s fully updated Keep it Real sanctimonious is a hard nut to crack. personally. Meanwhile, the number of toolkit. It has advice on ways to talk about ‘People often sound preachy, because the people buying environmentally friendly sustainable credentials, from how to attract advice given by sustainability auditors and products more than doubled between 2007 new customers to helping existing ones get trainers has conditioned them to send and 2012. The same study also states that excited about sustainability. “save planet earth” messages,’ he says. 70% of people surveyed in the UK would Dr Xavier Font is director of respondeco, But, he adds, there are more subtle ways like more information on the the responsible tourism communication to get your message across. ‘Practice environmental friendliness of brands. service from Leeds Beckett University. He sustainability, but avoid overly using the “S So how do you go about marketing says that, while sustainable practices are word”. Instead, look at all the things you do sustainability in a way that appeals to very important, delivering the message to that are sustainable, and break these down according to how they help the customer have a better experience. This way, you create a series of less intrusive, more SUSTAINABLE MARKETING: relevant messages you can use along the GETTING STARTED customer journey, at different points.’ Why not try some of these jargon. Keep your where they’re happening Dr Font believes making sustainability tips from VisitEngland's sustainable messages around your premises. look normal, and telling visitors how their n Keep it Real toolkit. brief, clear and relevant to As well as showing peers are already engaging, will make a n Engage with opinion people’s everyday lives. benefits to the difference to the sound of your message. leaders. n Talk about your environment, where When marketing, get green credentials in your possible explain how your He says, ‘For example, researchers have others – particularly reception, in your sustainability efforts found that rewording towel reuse messages experts – to talk about bedroom pack, on your benefit visitors. For from, “Reuse your towel and save planet your sustainable website, on promotional instance: locally sourced earth,” to, “Most customers that stayed in approach. It will have leaflets and in advertising. food tastes great. this room reused their towel,” increased more impact than talking n Most importantly, n Children learn best engagement by 30%.’ about it yourself. talk about sustainability by doing things. A message n Keep it short ‘at ground level’. In other may well pass them by; a For Dr Font, it’s these subtle messages and simple. words, use polite, friendly fun sustainable activity will that work well when trying to promote a Guests don’t want to be notices to explain probably be remembered business or product as sustainable. ‘Very bombarded with technical sustainable activities for a long time. few people select a product or service supplier because of their sustainability 12 I Quality Edge I Issue 21 www.visitengland.com/biz COVER FEATUREFeature Silver Caxton House guesthouse in The number of people buying Skegness, believe that it’s the smaller environmentally friendly products details that reinforce their sustainable doubled from credentials and delight their visitors. 2007-2012 ‘We provide a jar of marmalade as a thank you gift when guests check out,’ says ‘Sustainable Wendy. ‘It’s local and has our number on as a reminder of where it came from. We have tourism is had a number of guests return jars on subsequent visits to be reused. Some have also seen our number on the jar, so thought our USP’ they would call to rebook.’ Maggie Watson Wendy and Paul have also adopted a and Ian Ripper run sustainable, and very successful, approach Wheatland Farm, a to providing water. Formerly, they were VisitEngland putting 350 bottles out to recycle each award-winning month, something they had to pay for. Now self-catering they have a filtered water system and business in Devon provide water in glass bottles with toppers. SAYS MAGGIE, ‘FOR US IT'S about efficiency, These can all be cleaned in the dishwasher cutting waste, and investing in better ways and amount to a great saving. to do things, often locally. For the guests, it's about wildlife on their doorstep, surprise Consider certification at how “doable” green is, and knowing ‘There are so many their holiday money is keeping Devon the If you’re taking steps towards a more wonderful place they wanted to visit. They aspects to sustainable sustainable business model, you should feel good about that – and what could be consider getting certified. There are better than making visitors feel good? tourism and it's processes to go through, but they help ‘Anyone can be sustainable, but in our businesses prove to customers and suppliers experience it’s best to start pragmatically and beneficial to everyone: they are following sustainability guidelines. see what you can do profitably. You could buy green power, fix rather than replace things, The Green Tourism Business Scheme, consumers, owners, always buy the most efficient appliances, validated by VisitEngland, can award a and see how you can work with others to staff and wildlife’ bronze, silver or gold grading level; keep your guests happily holidaying locally businesses that sign up can also benefit from rather than driving for miles. Sustainability exclusive deals with green suppliers. tends to look a bit different in rural and urban settings. But there is always something to credentials,’ he says. ‘This market is very For Dr Xavier Font, businesses aiming at do. And while you're doing it, tell your guests sustainability should definitely join a demanding and people are not willing to about your efforts, even if these are small make sacrifices during their holidays. scheme. ‘Certification from a reputable scale to start with – you'll be surprised at the However, our research suggests that most scheme helps tourism businesses give interesting conversations it kicks off. people select sustainable products for the independent evidence of their sustainability ‘Having said that, adopting a sustainable benefits they offer them. For instance, few efforts,’ he says. He does, however, repeat approach – especially for bigger projects – does require some work. When we ditched consumers choose a local beer or locally the point that businesses don’t always fully understand how to properly market our oil-fired heating, our own house was cold produced cake because they want to make a until we got a biomass system. The guest positive contribution to the economy, but a sustainable credentials. Again, that’s where accommodation was warm, though! Also, in large number will believe that a more VisitEngland’s Keep it Real toolkit can help.