How does sustainability communication help reach new target groups such as conference guests, families, or health travelers?
Different audiences require tailored sustainability narratives: MICE Clients (Corporate): Offer: Certified “Green Meetings” including CO₂ tracking, local organic catering, public transport passes. Benefit: Helps companies meet ESG goals—boosts your attractiveness as a venue. Families: Offer: Sustainability as family adventure. Ideas: Hotel safari tours, upcycling crafts, trips to local farms. Effect: Fun + learning = memorable […]
Through which channels and formats can sustainability be communicated credibly?
Credible communication combines transparency, experience, and audience alignment: Website & Blog: Create a dedicated section with ESG reports, FAQs, your Green Team, and behind-the-scenes stories. Social Media: Instagram for visual storytelling (e.g., garden updates), LinkedIn for B2B narratives (green meetings, supply chain). Newsletter: Keep regular guests informed and engaged with real examples and offers. On-site […]
How do you develop an authentic sustainability story for the hotel that goes beyond numbers and certificates?
A strong sustainability story moves beyond numbers and certifications—it connects emotionally. The best stories follow three steps: Start with WHY – Your Sustainable Purpose: Share your deeper motivation—beyond saving costs. Example: “My grandfather believed: We borrow this land from our children. That belief shapes every decision we make today.” Human-Centered Storytelling – Make Staff the […]
