Is Green the New Black? ‘Sexing Up’ Sustainability
by Kristine Steffen, IIDA, CID
Director of Interior Design
Architectural Concepts, Inc.
Just as the sexy little black dress is the foundation of a woman’s wardrobe, so too, sustainability can be the foundation of a luxury resort. Sustainability, in and of itself, is already fashionable. We have a strong attraction to that high-performance sports car. Why not high-performance buildings?
From a global perspective, it is necessary for us to embrace sustainability if our society is to continue. Everything old is new again. Past cultures created buildings that were specific to a given region or climate. There was a profound connection and respect to their surroundings. The structures were sustainable within their local landscape. Design was limited by local conditions and the availability of local materials.
The 20th century brought us advancements in technologies that enabled us to overcome those limitations. Instead of embracing nature, we are trying to overpower her. Our particular time in history is marked by indecision and misdirected efforts. As widespread concern is raised over the limitations of natural resources, the role of technology is being reconsidered. All we have is all we’ve got.
The age of ecologically intelligent design is emerging. What will we leave our children?
“Going green” is transforming from a stylish fad to the very foundation by which we live life. Look at the trends that have become popular over the past few years. Organic food, organic bath products, organic bedding... organic consumers are no longer a few Birkenstock-wearing radicals. Both organic products and the organic consumer are becoming a larger part of the mainstream. Natural, non-toxic, hypo-allergenic is perceived as universally healthy, pure, and environmentally-friendly. Smoking is now the exception rather than the norm.
It’s tough out there for the environmentally savvy luxury vacationer. Ready with the desire and the means to travel in style, they are also sensitive to the knowledge that disproportionate amounts of nonrenewable resources are being depleted for their leisure. This can lead to an uneasy feeling of guilt. And who needs guilt when you are taking a well-earned vacation? After all, leisure travel and luxury vacations are all about pampering and relaxation, not cognitive conflict.
How can a property position itself as a promoter of the greater good and still be luxurious? How do you avoid "trickle down sustainability"? Mandates are set and expected to be followed. A unified lateral approach is much more successful than top-down strategies being imposed and then abandoned. And it's not so difficult.
There is a lot more to sustainability than solar panels and gray water. Get your staff involved and excited. Knowledge is power. Provide opportunities for ecological education. Initiate sustainable practices. Many properties already practice water conservation in the use of aerated plumbing fixtures or using graywater for landscape. Something as simple as sheet-changing or towel use cards can make a big difference not only for the environment but for your bottom line in water and energy conservation.
Avoid toxic cleaning chemicals. There are many products on the market that have industrial strength without the harmful chemicals. Designworks' partnership with B_E_E in New Zealand has resulted in a range of sexed-up, eco-friendly products that redefine popular perceptions of clean and green. (www.bee.net.nz)
Get your staff involved with the local community to strategize conservation efforts. What benefit is there to recycling, if the community is not set up to accept it? Let the guests and the neighborhood know what you are doing to protect the environment and support conservation. The reality is that the most 'eco' and the most 'community-focused' services receive the least promotion. If resorts could get on the bandwagon of promoting already existing sustainable practices, this would go a long way into making such services more popular. Focus your marketing on “saving the world”. Let the potential vacation property owner know that they can buy into this and share the success!
As resorts compete for that competitive edge, going green has become the next fashionable differentiator. Some declarations are just green-glazing to get guests to take notice, but have no real merit. Others are fully immersed into global stewardship for the greater good. Shouldn’t sustainability be intuitive and commonplace rather than goal-oriented and boastful?
The Fairmont luxury hotel chain is quietly leading by example for hotels and resorts to provide more environmentally friendly vacations. They have initiated The Fairmont Green Partnership Guide on how to “green” your resort operations. The Guide focuses on key areas such as energy management, water conservation, and innovative community outreach programs, while also providing creative ways on how to start, maintain and grow an environmental program. High end leisure vacationers can stay at any Fairmont resort, and know that the luxury amenities are paired with reduced greenhouse gas emissions, and other responsible practices.
A trip to a tropical destination can be a luxury without leaving behind a path of destruction. Not all eco-travel involves backpacking and sleeping in tents. Environmentally responsible resorts can offer many leisure activities and upscale amenities with the option of cultural immersion that makes vacations truly memorable. The Boca de Iguanas private residence club on Mexico’s Pacific coast is one such example. It is a full-service resort in the Costalegre surrounded by a Mangrove habitat. Boca de Iguanas prides itself on undertaking responsible development with boutique hotel to jungle suite accommodations, fresh locally grown offerings on the menu, ecotourism activities, natural amenities, local Mexican traditions, and a mutual respect for the local habitat.
There are numerous ecologically progressive resorts and many clubs and organizations dedicated to finding them. Whole Travel, Green Hotels, Eco-Tourism Bureau just to name a few. According to a recent JD Powers Hotel Guest Satisfaction Survey, 75% of hotel guests are willing to participate in environmental programs. In the luxury hotel category, an even higher percentage of guests are willing to participate: 87% of Baby Boomers, 95% of Gen Xers and 79% Gen Yers. Based on this consumer data it seems that resorts may be underestimating their guests’ interest in and expectations for green as part of their hotel experience.
Is green the new black? Like the sexy little black dress, sustainability has become the symbol for the fashionable luxury vacation.
