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Environmental Mission Statements: Starwood Shows Their Commitment

May 19, 2010 2 comments

This article is cross-posted on Environmental Leader.

*** This blog has moved. Please come and read new posts on our updated site, The Natural Strategy Blog.

In my last two articles, I summarized a variety of hotel environmental policies and outlined a three-step process for developing a strong environmental mission statement. The following analysis of how one lodging company has chosen to develop their commitment to sustainability will provide guidance on how to incorporate a tangible plan to protect the Earth into your own business.

Starwood Hotels and Resorts Worldwide, Inc. has published an excellent Environmental Sustainability Policy on their website.

We, at Starwood Hotels & Resorts Worldwide, Inc., believe that economic growth and the well-being of society are inextricably tied to the health of the environment. Accordingly, we embrace our responsibility for environmental stewardship and are committed to integrating leading environmental practices and sustainability principles into our core business strategy.

Through collaboration with our hotel owners, franchisees, suppliers and business partners, we will actively work to reduce the environmental impact of our business activities and to continually improve and innovate on practices aimed at:

  • conserving natural resources,
  • minimizing waste and pollution,
  • enhancing indoor environmental quality,
  • establishing and reporting on key environmental performance indicators, and
  • raising environmental awareness among our associates, guests and communities.

We acknowledge that, in many ways, we, like the global community we serve, are only in the early stages of developing and implementing the many changes that will be necessary to achieve these vital goals. Nonetheless, we strongly believe that our efforts to support a healthy environment serve the interests of both current and future generations and constitute the foundation for enduring success.

Starwood’s understanding that the planet, people and profits are all inextricably linked is clear in the intialparagraph of their policy. Accepting this “triple bottom line” concept is an essential first step in developing an environmental mission statement, because it answers the question of why sustainability is important to their company. In addition, Starwood acknowledges their accountability and states their commitment to environmental responsibility in their opening sentences, which are strong points that create an impactful introduction to an environmental mission statement. Starwood has been effective in defining why the protection of the natural world is important to their organization.

In the second paragraph of their policy, Starwood’s environmental goals are presented in a clear manner and cover important “green” topics both inside and outside of their hotels. The objectives include an educational component, which is a critical piece in changing business practices and personal habits. They list hotel owners, franchisees, suppliers and business partners as the stakeholders with whom they will work to achieve their environmental objectives. Not including clients in this list of active “green” participants working toward Starwood’s environmental goals may result in their missing an important opportunity. In the past few years, there has been a surge of interest in environmental sustainability. Developing an explicit partnership with guests that goes beyond education is an important way to leverage the energy and commitment to protecting the Earth that an increasing number of clients posses. If invited to become involved, interested guests could help Starwood progress in their sustainability commitments. Those who opt not to participate will simply be aware that Starwood is actively seeking to work with all of its stakeholders to become increasingly “green.”  Not including guests underestimates the role this group can play in making Starwood’s Environmental Sustainability Policy come to life.

Many hotel companies incorporate a generalized statement about endeavoring to protect the natural world that lacks the specificity required to promote measurable change. Others claim they are currently engaged in sustainable practices, which does not provide incentives for them or their stakeholders to do more. Starwood sets itself apart by boldly stating a plan for success that seeks to “continually improve and innovate” their environmental practices. In doing so, they have set a bar they can never fully reach, creating an ideal situation that propels them ahead as they persistently explore new “green” avenues for improvement.

Unexpectedly, Starwood closes their environmental policy by acknowledging the nascent stage of their environmental efforts and admitting they have a lot of work ahead of them. Despite their identification with the many other companies that trail behind in implementing sustainability initiatives, Starwood demonstrates their willingness to take large strides toward a new way of doing business with their public statement about the many changes that are necessary in order to move their company in a “green” direction.

Starwood’s environmental mission statement includes all the three pieces of an effective statement: Why is environmental responsibility important to the company? What is the end goal? How will the business measure their success? Starwood logically outlines why they are interested in protecting the Earth, how they plan to lessen their impact on the natural world by listing their “green” goals, and explains that they will deem their efforts successful only if they work to continually improve them.

While well-crafted overall, Starwood’s policy misses a potential opportunity that provides us with another occasion to learn about effective environmental mission statements. I believe that if encouraged to become involved, clients who hunger to do more to help the environment will spend their own time working with brands they value. Some may simply tell friends and family about a new local business in which they believe and that they want to succeed. Others will do much more. Many of Starwood’s clients are meeting planners who might wish to reduce the energy and materials consumed at the events they coordinate. If asked by Starwood to engage their attendees, most planners would be happy to ensure their meeting participants are aware of the ways in which they can help minimize the impact of their conference, such as recycling and turning off lights. Customers who seek more should be offered opportunities to become involved in addition to environmental education, but exactly how companies reach out to their clients will vary depending on the organization’s “green” goals.

Environmental Mission Statements: A List of Hotel Sustainability Policies

February 15, 2010 2 comments

This article is cross-posted on Environmental Leader.

*** This blog has moved. Please come and read new posts on our updated site, The Natural Strategy Blog.

A mission statement can help an organization navigate difficult times. I wonder how many hoteliers used their mission statements to remind them what of mattered most to their company during the past 18 months. As is true with many sectors of the world economy, 2009 was the worst year in recent memory for the hospitality industry. Meeting planners and business travelers moved to on-line conferences whenever possible and overnight vacations became a luxury for many people. Despite these financial problems, hotels and their investors understand the importance of developing a sustainable product and have been investing in green technologies.

This is the first in a series of posts that will investigate environmental mission statements. The articles will focus on how to develop an environmental mission statement, which companies have them, how are they being used, and discussing whether environmental mission statements are necessary. I have started by compiling links to the environmental policies and statements of several well-known hotel organizations.

Fairmont Hotels & Resorts – One of the first hotel companies to incorporate sustainability into their organization, Fairmont’s Environmental Policy outlines  their commitments to protecting the natural world. Mission Statement

Four Seasons Hotels and Resorts – While it is not a true environmental mission statement, the “Supporting Sustainability” paragraph on their Corporate Values page summarizes Four Seasons’ stance on being “green”.

Hilton Worldwide – A Sustainability Statement and an Environmental Policy are both available on Hilton’s Sustainability web page. Measurable goals are documented and ways to achieve them are noted. Mission Statement

InterContinental Hotels Group – Listing eight steps it will take to improve its relationship with the earth, IHG’s Environmental Policy is clear and aggresive. Their Green Engage program is an industry leading environmental initative and shows they are serious about their mission. Mission Statement

Kimpton Hotels and Restaurant Group, LLC – The foundations of the EarthCare program were set almost 30 years ago. Since then, Kimpton has dedicated itself to innovative “green” practices across all of its locations. Mission Statement

Marriott International, Inc.Spirit to Preserve is the sustainable arm of Marriott’ s Social Responsibility and Community Engagement program. In their Social Responsibility Report, J.D. Marriott says, “An integrated green strategy is a business imperative”. While Marriott has several partnerships with international conservation organizations, I am unable to find an official environmental mission statement.

Omni Hotels and Resorts – Similar to other hotel companies, Omni Hotels does not have a specific environmental mission statement. Instead, they provide information on their Environmental Stewardship practices.

Starwood Hotels and Resorts Worldwide, Inc. – Their Environmental Sustainability Policy is clear and professional, outlining the five “green” areas on which they are focused. Mission Statement

Wyndham Worldwide Corporation – The Wyndham Green program is well defined on-line. Their Policy Statement defines their thoughts on the environment, provides local and global goals, and lists seven areas of focus. The site also provides links to their Green Scorecard and Core Initiatives. Mission Statement