Hotels generate tons of waste, from the single-use shampoo bottles in guest rooms to the half-eaten lunch buffet. Guests tend to be more wasteful during hotel stays than at home, running more baths and leaving the lights on [1]. The pandemic has only increased waste generation, and initiatives to achieve zero-waste are being pushed further away to prioritize hygiene.
Is it possible, or even desirable, to achieve both?
From a safety standpoint, reusables are just as safe as single-use items, if not safer because they can be washed [2]. COVID-19 can be found on both disposable and reusable materials, lasting up to 24 hours on paper, cardboard and cloth, and between 2 to 3 days on plastic, glass and stainless steel [3]. Despite this, chances of contracting the virus from surfaces are low [4], and no cases have been documented as of yet to have been contracted this way. Hygiene and waste reduction need not be mutually exclusive. For employees who need to work with customers' reusables, strict no touch policies and procedures can be put in place to prevent spread. As long as customers are the only ones touching their reusables (i.e. filling their own water glass) the risk to employees is minimal alongside safety measures such as disinfection and wearing protective equipment.
From a service standpoint, this all seems quite daunting. Hotels pride themselves on providing a unique service to customers, and having to place the onus on customers to serve themselves may not leave a great impression. Moreover, measures to reduce spread contradict key service approaches that make guests feel comfortable and at ease.
How can we elevate customer service during these times so that clients still feel at ease?
In a recent report on this topic by McKinsey & Company [5], emerging consumer trends were identified including the increased use of digital platforms. Hotels can build on this increased digital engagement by providing virtual experiences or amenities. For example, a hybrid virtual and in-person wellness program with outdoor distanced yoga and a virtual guided meditation practice. Safety remains a key priority so services need to be as contactless as possible, yet engaging. They also noted that convenience continues to be a priority, but not at the expense of quality engagement. Speed and response times must be fast yet well-executed. These all seem like oxymorons; however, it’s about striking the right balance. Hotels must be reviewing and adjusting processes regularly to fit evolving needs. Most importantly, they still need to differentiate themselves from competitors and provide a unique experience. This is an opportunity to think outside the box and pay special attention to customer expectations.
The rise of digitization and contactless services is an opportunity in the context of achieving zero waste. Swapping paper menus for reusable tablets that can be disinfected, or better yet, allowing guests to scan a QR code to access the menu from their device is a step in the right direction both for health and for sustainability. This same logic can be applied for installing automatic soap, shampoo, and conditioner dispensers, or replacing magazines and newspapers with digital alternatives. Some hotels have rolled out electronic room keys accessible with a smartphone application [6] [7]. There is also a desire for connection, and community initiatives can foster this. Food donations are one example, especially now while food security is diminished. Where applicable, they can help reduce food waste while helping those in need. There are plenty of opportunities if you look for them, and employees are an important source of information when it comes to wasteful and/or unsanitary practices. It’s a good idea to keep those lines of communication wide open and empower colleagues to come up with solutions.
But what about all that waste associated with health and safety measures such as masks, gloves, and wipes?
The cost savings redeemed from eliminating unnecessary waste can be used to address necessary disposable waste. For example, hotels can partner with companies that are able to process disposables. If this isn’t accessible, they can implement public awareness campaigns for colleagues and guests to ensure that disposables are discarded correctly to prevent unwanted pollution on land or in waterways. Employees can be provided with reusable cloth masks or at least encouraged to wear their own. It is also important for hotel managers to stay on top of local waste management practices as they evolve.
Now back to the initial question: is achieving zero waste a conceivable goal? With challenges and obstacles come innovation and ingenuity. Companies continue to surprise us with their ability to adapt when the going gets tough. There is no reason why hotels can’t do the same. Opportunities through digitization, contactless service delivery, and the strong desire for quality engagement provide hotels with a real opportunity to engage with their clients like never before, and reduce waste.
References:
[1] Untaru, E. N., Ispas, A., Candrea, A. N., Luca, M., & Epuran, G. (2016). Predictors of individuals’ intention to conserve water in a lodging context: the application of an extended Theory of Reasoned Action. International Journal of Hospitality Management, 59, 50-59. URL: https://www.sciencedirect.com/science/article/abs/pii/S0278431916301876
[2] The Safety of Reuse During the Covid-19 Pandemic (2020). Upstream. URL: https://uploads-ssl.webflow.com/5d696bc69fa6c2515873360a/5eb58b44d3681df0dc5a0c56_UPSTREAM_Reuse%20Safety%20FAQ.pdf
[3] CDC (2020). How COVID-19 Spreads. URL: https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/how-covid-spreads.html
[4] Expert Statement Addressing Safety of Reusables and COVID-19. URL: https://www.greenpeace.org/usa/wp-content/uploads/2020/06/Health-Expert-Statement_Final.pdf
[5] McKinsey & Company (2020). Elevating customer experience excellence in the next normal. URL: https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Operations/Our%20Insights/Elevating%20customer%20experience%20excellence%20in%20the%20next%20normal/Elevating-customer-experience-excellence-in-the-next-normal-vF.pdf
[6] Shedd, B. (2020). How Mobile Key Went from Avant-Garde to Mainstream. Hospitality Technology. URL: https://hospitalitytech.com/how-mobile-key-went-avant-garde-mainstream
[7] Schwartz, K. (2019). Everybody Hates the Key Card. Will Your Phone Replace It? The New York Times. URL: https://www.nytimes.com/2019/07/24/travel/hotel-security-mobile-keys.html
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