Dear Kenia, thank you for your time and this joint MAp meets. At the beginning of our conversation, could you give us an insight into what hejhej has to offer today - after all, closed-loop yoga mats aren’t anymore the only hejhej products.

Thank you very much for inviting us to take part in this interview. As you say, the first closed-loop hejhej-mat is not our only product. Quite quickly we designed a yoga mat bag, the hejhej-bag. Then we gradually added other yoga equipment such as a yoga belt, yoga bolster, yoga block, meditation cushion, eye pillow and spray. All these products are completely developed in the spirit of the circular economy. Our take-back system also applies to all products. Our goal is to provide a way for you to make your yoga practice as sustainable as possible. A short documentary of our hejhej-bolsters shows very nicely how consciously we design our product development.

Health and well-being is an important part of your sustainability philosophy. You pass this on to your partner hotels with whom you successfully cooperate. What are the most important elements of this philosophy that hotels can implement in the area of health promotion?

We really appreciate the great cooperation with our partner hotels. In the meantime, we have a super nice and diverse selection, whereby we work out and establish an individual cooperation with each hotel. Health promotion does not have to be complicated. A movement or yoga programme in the hotel is already an easy-to-implement method for a hotel to do something for preventive health promotion. The good thing is that you don't need much for yoga. The most important thing is a good yoga mat and of course other tools are practical. It is also important to mention that a nice yoga set-up in the hotel motivates the guests to move. So by offering yoga equipment in the rooms or for rent in your hotel, you motivate people to do more for their health and well-being.

Yoga has become a central theme and offer for many hotels. What tips can you give hoteliers to create a yoga offer for guests that stands out from the competition, offers added value for guests and is sustainable?

We also notice how widespread yoga has become in hotel concepts and love it. Especially on holiday, it's a nice way to use free time to try yoga or deepen your own practice. High-quality yoga equipment is a unique selling point for a hotel. To offer yoga, it's great to have a yoga room and your own yoga teacher - but you don't necessarily need one. For example, we have a cooperation with a partner hotel that has bought many yoga mats for their flats from hejhej. Each yoga mat has a co-branded label with both brand names woven into it in a high-quality way. Next to the hejhej-mats, QR codes are displayed in the flats that link to a video playlist from us. In cooperation with the hotel, we have recorded yoga videos on their premises. Guests can practice yoga on the high-quality yoga mats directly in their room, whether beginner or advanced, there is something for everyone. Our yoga videos on Youtube range from Vinyasa, Yin, Pranayama, Katonah Yoga to accessible yoga and yoga for the blind. Our goal here is to make the yoga world more inclusive. Your hotel can easily share this offer and provide it to guests.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

At hejhej we have a statement that has always accompanied our product development: small things matter. By this we mean that even the smallest detail matters. For example, we also think about the zip and sewing thread in our products and find the most sustainable solution on the market for everything.

It's similar for me with hotel experiences. I often notice exactly those little things. That's when I notice whether the hotel is really interested in sustainability or just wants to improve its image. Whether the interior, the care products or the food have really been thought about and whether there is a conscious focus on regionality and longevity. That's exactly what makes a lasting impression on me in a hotel experience.

About hejhej:

hejhej is the first closed-loop yoga brand on the market. It is based in Nuremberg, Germany. With the hejhej-mat, it has taken a decisive step towards making the yoga world more sustainable and circular. Find out more at www.hejhej-mats.com or on Instagram at @hejhej_mats.

Dear Martin, thank you for your time! First of all, can you tell us more about Guestnet? What’s your Purpose and what problem did you set out to solve with your innovative system?

Martin: Guestnet is a 'Guest Experience Platform' with which we digitise the entire guest journey. Our goal is to support hosts in digital guest communication and thereby strengthen the relationship with their guests. Informed and satisfied guests, optimised digital processes and additional in-house revenues through a web app that can be easily accessed by the guest in the personalised CI of the accommodation.

We have recently partnered to promote our joint effort in making the hospitality industry more sustainable and innovative. At Guestnet, what’s your approach to sustainability? And how do you support your clients on their sustainability journey through your software solution?

Martin: We see sustainability as an integral part of our business. Through digital communication, we significantly reduce paper consumption in accommodations. In addition, guests are well informed about sustainability initiatives of the accommodation and also involved, so that with the very popular function "cancel room cleaning", a small, visible contribution can be made and accommodations are relieved at the same time.

As you look back at the hotels you’ve worked with and how you’ve supported them on their journeys to becoming more sustainable: What has been your biggest learning so far?

Martin: One of the most important findings was that sustainability and profitability can go hand-in-hand. In addition to the immediately visible consequences of drastically reducing paper consumption through digital communication, hotels were able to greatly reduce the workload on staff by canceling room cleaning. On the one hand, this leads to lower costs and an improvement in operational processes, but also results in positive reviews from guests after their stay.

For every hotel it is important that their guests are well-informed and taken care of. What are your top three recommendations for hoteliers to make sure that their guests have all the information and support needed to ensure the best experience?

Martin: A very good question and I would like to answer it with the following three key points:

- Visibility: create visibility for your information by integrating it into the check-in process so guests can receive and view it before they arrive. Actively point out digital guest folders and other information sources at check-in. Further increase content visibility by placing QR codes in relevant locations to provide guests with easy access to information.

- Information: Make sure to bundle the most frequently asked guest inquiries and integrate them into a digital guest folder. This way, recurring questions can already be answered digitally and the reception desk can be relieved.

- Action: digital channels enable active marketing - use push notifications to point out spa treatment offers of the day or sell products via your in-house store. Guests can request services, buy products or place room service orders. The digital channel thus becomes a very relevant channel for in-house sales - fully automated and with all digital possibilities.

At MAp we are specialised in supporting independent hoteliers to become more innovative and sustainable, also through crafting unique hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Martin: Sustainability is an increasingly important topic in the hotel industry. Hotels are increasingly focusing on environmentally-friendly practices such as energy and water conservation as well as social responsibility. Sustainable hotel concepts are becoming more popular as guests seek authentic experiences. The industry will continue to focus on innovative solutions to achieve sustainability goals. Overall, I expect sustainability to become the standard and the industry to evolve.

Do you have any recommendations for independent or boutique hoteliers on how they can start and / or advance their sustainability journeys?

Martin: Hotels can drive their sustainability journey by reviewing their current practices and identifying areas for improvement. Developing a sustainability plan with clear goals and strategies is important for this. From my perspective, communication internally and externally is a critical factor. Internally, it enables all employees to support and actively communicate the measures. Externally, it ensures that guests can be informed and involved.

What’s your biggest wish for the future?

Martin: My wish is to help even more hosts with their digital guest communication in order to relieve their employees and have more resources available for a unique guest experience. At the same time, we want to use technology to promote more sustainable tourism, where everyone has an awareness of sustainability and thus makes a small contribution to a more sustainable future. Our goal is to be the leading technological platform for this transformation and to accompany many hosts on this journey.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Martin: Attention to detail and unobtrusive service make my hotel stay a real experience. On my city trips, I specifically look for boutique hotels with modern design in lively neighborhoods. I am always on the lookout for local wine bars and restaurants to discover the authentic culinary diversity of the city.

About Guestnet - Guest Experience Platform

Guestnet digitises the entire guest journey during the stay. In addition to the digital concierge on the guest's device, TV (Infoscreens & Room TV), print (morning mail, daily menu, weekly programme,...) and widgets (integration into website and correspondence systems) complete the multi-channel approach to provide the guest with all information. Result: Informed and satisfied guests, employee relief through optimised digital processes and increase of in-house revenues by advertising internal services. The leading hosts in DACH + South Tyrol successfully digitalise guest communication with Guestnet.

Sustainable communication is how you communicate: specific, respectful, and mindful of impact. Sustainability communication is what you communicate: your goals, actions, and progress. Hotels need both. This guide explains the difference, the core principles, and the wording that helps you avoid greenwashing.

Greenwashing continues to stain the hospitality industry, with hotels making claims that are bigger than reality, and consumers are understandably distrusting as a result. Let’s look at these findings by The Sustainable Agency (2023) that show the perils of greenwashing and the risks of getting your sustainability communication wrong:

• 42% of online sustainability claims were found to be “exaggerated, false or deceptive” in a high-profile study by the European Union.
• 88% of consumers don’t immediately trust a brand that claims to be sustainable, showing the importance of walking and talking sustainability.
• 30% of millennials will unfollow accounts that believe to be posting inauthentic content.
• 90% of millennials – one of the demographics most invested in sustainable living – say authenticity is a top influence when deciding to buy.
• 40% of people wouldn’t recommend a product to their friends and family if they felt a brand was falling short on its environmental claims.
• 17% of people would actively discourage their friends and family from buying a product if they felt environmental claims were overstated.
• 55% of people are looking for companies to explain the sustainability credentials of their product compared to alternatives – simply labelling your product ‘sustainable’ is no longer enough.
• Companies who mislead online (including greenwashing) could face a fine equal to 10% of annual turnover under proposed legislation in the UK. More laws are likely to follow on questionable environmental claims made online.

To practice Sustainable Communication, it’s important to ensure your communication reflect the following:

1. TRANSPARENCY:
Promoting honesty, openness, and trust in your sustainability initiatives.

2. INCLUSIVENESS:
Promoting equality by supporting People of all backgrounds and avoiding discriminatory practices.

3. CULTURAL SENSITIVITY:
Prioritising understanding and respect of local cultures and traditions.

4. CLARITY:
Fostering engagement and building understanding among audience members.

5. RESPONSIBILITY:
Taking responsibility for your actions and avoiding harmful communication practices.

6. AUTHENTICITY:
Making your sustainability journey heartfelt and personal.

7. PROGRESS:
Continually improving your communication practices.

8. RELEVANCE:
Explaining how new sustainable products and services impact your stakeholders.

9. INSPIRATIONAL:
Keeping communications positive and inspiring.

10. ETHICAL:
Ensuring that you never Profit from difficult situations People might be in.

Dear Franziska, thank you for your time! First of all, can you tell us more about you and what inspired you to found Good Travel?

Franziska: First of all, of course, being a passionate traveller myself. I love travelling, discovering new places and getting inspiration from these. And as it happens, normally you spend a lot of time looking for the right accommodation – often without the desired result. And when you’ve actually found a really great accommodation, you wonder why there are not more of them, or where you can find them. Especially in German-speaking countries, we have seen a big gap in this area. So this led us, my partner Judith and me, to the decision to start Good Travel…

How did your own sustainability journey start? And what has been your biggest learning so far?

Franziska: I think it started with having my kids or maybe even before that. We live in Berlin so there was already a community that was engaged in sustainability way before it became mainstream. And of course, becoming a mother myself, even enhanced my desire to live more sustainably - in every aspect. And I’d say my biggest learning so far has been that it is always the person that makes the difference. Every one of us can have an impact - far bigger than the actual “doing”, but by being a role model and inspiring others.

You know, Franziska, that we truly love your approach: “Good places for Good people.” Can you tell us more about what makes a place a good one for you?

Franziska: This ties into my previous answer: I truly believe that people make the difference. And "Good Places for Good People" includes the idea that both our hosts and Good Travellers share a value system and appreciate each other’s commitment.

At MAp we are specialised in supporting independent hoteliers to become more innovative and sustainable, also through crafting unique hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Franziska: I think that sustainability will become the new standard in the hospitality industry. Alone the costs will be reason enough for many to think about green energy and similar. With this, the greenwashing practices will become more common as well. And this will be a challenge for us travellers: how to differentiate between good marketing and real commitment? In a lot of cases, this will be only visible when being a guest.

Do you have any recommendations for independent or boutique hoteliers on how they can start and / or advance their sustainability journeys?

Franziska: For me, authenticity is the key. So a hotelier should always start with measures that are heartfelt concerns. For example, starting to grow their own vegetables, including locals in activities for hotel guests, reducing costs by getting solar panels for the pool heating, etc.  

What’s your biggest wish for the future?

Franziska: That travelling does not become a privilege for rich people only. Travelling, seeing other countries, getting to know other cultures, is always horizon-expanding. I really hope that our kids won't have to travel virtually only.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Franziska: Sleeping well, eating well, a peaceful view and a host that makes me feel welcome :-)

About Good Travel

Good Travel was founded in January 2016 by Franziska Diallo and Judith Hehl in Berlin to address the growing demand for environmentally- and socially-responsible vacations and to fill this gap in the market with a hand-picked selection of sustainable accommodation.

Good Travel's unique selling proposition is that sustainability does not have to mean doing without and that style and enjoyment should not be neglected. With Good Travel, they want to raise awareness for sustainable tourism. They want to make sustainable destinations more attractive. The more people develop an awareness of sustainable practices in vacation accommodations and then demand them, the more willing the industry will be to implement sustainable practices.

From old farms to cottages and design hotels to tiny houses, tree houses and yurts, Good Travel presents a colourful selection of sustainable vacation destinations in a variety of price segments. The journey already begins with the search - through pictures and descriptions that invite you to dream and plan. They see themselves as impulse givers: They inform and inspire both on the offer and demand side. They want to show the hosts that a sustainable positioning in the tourism industry brings a decisive competitive advantage. For them, sustainable travel is the new, contemporary travel.

On their blog, which they completely redesigned this summer, they also write about general sustainability topics in addition to sustainable travel. Because for them, sustainability is a matter that affects all areas of life. They want to inspire you to make your everyday life more sustainable.

For the hospitality industry, there’s only one way #onwards into the future – and that’s with sustainability! Sustainable hospitality is about those hotels (and other hospitality businesses) that strive to create a positive impact in this world by promoting sustainable hotel practices.

While many refer to themselves incorrectly as “green hotels,” sustainable hotels take on a more holistic approach to sustainability. For us at MAp, a truly sustainable hotel is guided by a clear Purpose and addresses the three core pillars of sustainability: social (People), environmental (Planet) and economic (Profit). These four pillars come together to form our sustainability framework, titled MAp’s 4Ps of Sustainability.

What we’ve learned throughout the years working with independent and boutique hoteliers: the more practical the guidance on how to become a sustainable hotel, the better. Therefore, in this Insights and in the related FREE resources – our webinar on Sustainable Hotel Management 2023 and the Sustainability RoadMAp - we support you #stepbystep to successfully manage sustainability in 2023 and beyond.

Let us present you with some interesting facts about why you should holistically implement sustainability into your independent or boutique hotel, along MAp’s 4Ps of Sustainability:

Purpose: Did you know that recent studies have found that 8 in 10 (82%) consumers say they’ve taken action to support a company when they believed in its Purpose (Zeno Group, 2020)? Studies have also shown that brands recognised for high-commitment to Purpose have grown at more than twice the rate of others (Kantar Consulting, 2020).

People: Did you know that the benefits of diversity in the workplace are significant? According to a recent study (McKinsey & Company, 2020), companies with ethnoracial diversity practices were 36% more likely to achieve higher profitability than less diverse companies.

Planet: Did you know that with the trend „Neo-Ecology,“ environmental sustainability is becoming a social movement and an economic factor? It's not anymore about whom to blame or renunciation - it’s about what we gain as a society. With the fusion of People and technology, we no longer see environmental sustainability as a problem, but as the key to a neo-ecological future (Zukunftsinstitut, 2023). This will alter the logic of hospitality brands and marketing.

Profit: Did you know that the 17th SDG is all about partnering? And for good reason! Many hotels have been individual players for decades, but the future belongs to those who understand the advantages and benefits of partnerships and community, combining strengths and knowledge to solve our bigger problems. Together, we can achieve so much more.

Inspired by our webinar on Sustainable Hotel Management and the Sustainability RoadMAp, here you go with our 4 MAdvices on Sustainable Hotel Practices in 2023:

Take this Purpose action in 2023 and #Beyond: Start with Purpose
Get clear on what is that one thing that you and your team really want to achieve, change or serve in 2023.

Take this People action in 2023 and #Beyond: Build a strong and diverse team
Identify what the diversity make-up of your hotel staff is, then ask what your hotel is doing to promote diversity further. For example, what kind of message does your non-verbal communication convey? Are your job ads inclusive? If you said no to the latter, HERE you can get access to our FREE PDF about writing attractive and inclusive job ads.

Take this Planet action in 2023 and #Beyond: Review your communication…
...and make sure you start with your Purpose, avoid greenwashing, and keep it positive and ethical. One last important MAdvice: NEVER try to profit at the expense of others, e.g. from difficult situations People are in.

Take this Profit action in 2023 and #Beyond: Build sustainable partnerships
Stop seeing yourself or your hotel as an individual player. Reach out to existing partners, find NEW ones and start to create synergies and a bigger impact together.

A few years back, research by The British Academy (2019) made a strong case for change in the business world, stating general loss of trust among consumers and the shortcomings of the current capitalist business approach, as well as the damaging impact on People and Planet. Since then, the practise of purposeful business has seen a major upheaval, in which companies take responsibility and bring meaning to their existence beyond the mere purpose of making money. More recent studies found that 8 in 10 (82%) consumers said they took action to support a company when they believed in its Purpose (Zeno Group, 2020) and that brands recognised for high-commitment to Purpose have grown at more than twice the rate of others (Kantar Consulting, 2020).

What Purposeful Business means for your hotel:

• Having a strong Purpose (as in, knowing the reason for your hotel’s existence and its overarching WHY) has the promise to transform and pushes you to strive for something better - be that a better world, a better way to do business, a better employer or whatever you believe is important. Ultimately, purposeful business is about delivering more than Profit for your hotel.
• The Bain & Company (2023) calls purposeful business “the secret weapon in the new war for talent.”  And we’re not surprised.  Sure, your hotel employees want the basics (a fair salary, feeling safe in the workplace and more). But these are just “qualifiers” as to whether your employees are satisfied or dissatisfied with your hotel. But for them to stay at your hotel, employees need their jobs to have Purpose, too. They want to be part of completing a worthwhile mission (aka your hotel’s Purpose).

Take this ONE action:

Ask yourself, what is that one thing that you and your team really want to achieve, change, or serve in 2023? What is the reason for existence for your hotel? We know it’s difficult to get you started on thinking about these things, and that’s why we wrote a whole handbook about finding your hotel’s Purpose. Finding your Purpose, your WHY, will – as studies prove – not only increase your Profit, it will also increase the attractiveness of your hotel as an employer as well as increase team spirit. In the end, as human beings, we all want to do great and meaningful work.

In many areas of life, People are increasingly shedding familiar gender roles, and awareness of the value of diversity in business and politics is growing. The megatrend, Gender Shift (Zukunftsinstitut, 2023b), is essentially about the questions of identity, stereotyping and new relationship- and family models. The discussions and answers to these questions are changing social perceptions and communications. As a result, inclusiveness and diversity are gaining stronger importance in the workplace.

What Gender Shift means for your hotel:

• In a challenging job market, diverse and inclusive hiring can be your game-changer. Because when you think about it, diversity is simply an effort to accommodate the full range of the human experience (and what’s not to love about that?). So, gender shift in the hospitality industry is about building more inclusive and diverse teams. This means having a variety of races, genders, ethnicities, ages, backgrounds and more represented within your hotel staff – and celebrating those special differences.
• That said, equal opportunity employment should not be just a step to bolster your employer branding but rather a core of your hotel’s hiring practices and living culture.
• Using inclusive language means your People (guests, employees, partners and the local community) are more likely to feel like they belong and can be their authentic selves.
• We all know that speech isn’t always necessary to convey a very specific message. Thus, “silent” bias might still very well be found in your social media, photographs, videos or other visuals around your hotel.

Take this ONE action:

Take off the blurred glasses and start looking around your hotel with a fresh set of eyes: What is the make-up of your hotel staff? What message conveys the non-verbal communications in your hotel? Are there any situations that consistently show members of any group as superior or inferior? Make sure that your hotel, and especially its communications, welcomes ALL People. And take a special look at your hotel photography. As the Gisler Protocol (2023) so eloquently states: whenever you look at the female role in photos and you can replace her with a flower pot or a puppy, then it is definitely discriminatory.

In the past, discussion and debates about the ecological dimension of sustainability were characterised by the question of who to blame, renunciation and, of course, greenwashing. But now researchers (Zukunftstinstitut, 2023c) are certain that the megatrend, Neo-Ecology, will shape this century like no other.  Why Neo? The term ecology comes from biology and originally referred to the science of the interrelationships between living beings and their environment. However, the prefix Neo (ancient Greek for new) accentuates the advanced understanding of ecology, which is rather the totality of the interrelationships between living beings and their environment as well as the combination of the environment and the economy.

Today, environmental awareness and sustainability are increasingly advancing from an individual lifestyle and consumer trend to a social movement - and to a central economic factor that influences all entrepreneurial spheres. It is no longer about renunciation but about what we gain. In a sense, it describes the emergence of a new business ethic. Even more so, when we adopt sustainable and pragmatic approaches to solutions that involve the fusion of People and technology, we no longer see it as a problem, but as the key to a neo-ecological future.

What Neo-Ecology means for your hotel:

• Your People are increasingly becoming globally responsible, and this will not only transform society from the ground up but also alter the logic of hospitality brands and marketing.
• Stop explaining to your guests why you don’t change towels every day or why you banned plastic straws. To be honest, these trivial measures are already expected of you anyways and your guests know the importance of them. Instead, focus on HOW you communicate your sustainability actions - going beyond the expectations.
•  And yes, green tech is not only a buzzword. The growth markets of the green tech industry include energy efficiency as well as sustainable mobility concepts. As more technologies emerge, successful entrepreneurs (such as you are) should be encouraged to inform themselves regularly about new helpful tools and devices. What are innovations or technological advances that you can implement at your hotel that will be good for People and Planet (and eventually for your Profit too)?

Take this ONE action:

Look at how you communicate your sustainability activities. As our expert Martin Stockburger shared with us in our Profit handbook, it is important to communicate in a non-dogmatic way, in a conversational tone and in an easy-to-read and honest manner. It is completely okay to also mention what you have struggled with and what challenges you have faced as part of your sustainability journey.

A few decades (or even years) ago, we would not have believed that economy and friendliness could go hand-in-hand. After all, everything in economics is about growth, competition and Profit. But now there is much to suggest that the economy is entering a friendlier phase based on real human values, such as respect, understanding and care: a true "Kindness Economy". This new economy is nice - to ourselves and our People, to the Planet and to our Profit (in that order). The Corona pandemic already showed us that it’s possible in a radical but effective way, influenced by a growing awareness for the environment and the future quality of life.

What Kindness Economy means for your hotel:

• Failure and success will be determined by those hotels that (don't) give a f*ck. Because guests no longer only look at price, but also question the product’s origin, the hotel’s culture and many other intangible social factors. Thus, successful hotels take a very clear approach, which we coined at MAp one of our basic sustainability mantras: Purpose + People = Profit.                                              
• Many hotels have been individual players for decades, but the future belongs to those who understand the advantages and benefits of partnerships and community. Together, they can achieve so much more. Partnering will be a crucial success factor in a world where changes don’t happen overnight. Not for nothing, it is also the 17th SDG.

Take this ONE action:

Get in touch with your partners and your local community. Discuss how you can serve your (and their) Purpose and what you want to achieve together in 2023. This also includes to stop seeing yourself as an individual player in an ever more complex market. Find partners with similar values and goals and start to create synergies and a bigger impact.

Talking about Profit, we have one more extra advice and action to offer: over the last years, the rules of economy have changed. Re-investment in your business is still a basic economic rule. However, this year, we recommended to our boutique hotelier clients to shift their investment efforts from hotel hardware to hotel humans. In the end, hospitality is a People-for-People business, so reinvest in YOUR People (in salaries, raises, benefits, growth opportunities, etc.) and do not forget to reinvest in yourself as well. As the leader and manager of your boutique hotel, you have to understand where the economy is going and get up to speed ASAP.

The prosperity of tomorrow’s hotels is based on new values - having a Purpose, being inclusive and diverse, communicating authentically and partnering up and being kind in order to do better for People and Planet. These aren’t just passing trends - they’re here to stay, and every business, in hospitality and beyond, will need to adapt as a result. Therefore, as sustainability becomes increasingly important and a measure of a hotel’s worth and success, follow the action steps we outline herein to help move you forward on the path to impact.

To assist you further, we’ve created a series of practical sustainability handbooks for boutique hoteliers, titled The Sustainable Hotel Handbook – Collection, which you can find here.

SOURCES:

Bain & Company. (2023). Purposeful Work: The Secret Weapon in the New War for Talent. Retrieved from https://www.bain.com/insights/purposeful-work-the-secret-weapon-in-the-new-war-for-talent/

Gislerprotokoll. (2023). Abschnitt: Kein Mensch ist eine Topfplanze. Retrieved from https://www.gislerprotokoll.ch

Kantar Consulting. (2020). Purpose 2020. Purpose led-growth. https://www.kantar.com/Inspiration/Brands/The-Journey-Towards-Purpose-Led-Growth

Portas, M. (2021). How to thrive in the new Kindness Economy. Retrieved from https://www.penguin.co.uk/books/445415/rebuild-by-portas-mary/9781787635166

The British Academy. (2019). Principles for Purposeful Business. Retrieved from https://www.thebritishacademy.ac.uk/publications/future-of-the-corporation-principles-for-purposeful-business/

Zeno Group. (2020). 2020 Zeno Strenght of Purpose Study. Retrieved from https://www.zenogroup.com/insights/2020-zeno-strength-purpose

Zukunftsinstitut. (2023a). Die Megatrends. Retrieved from https://www.zukunftsinstitut.de/dossier/megatrends/

Zukunftsinstitut. (2023b). Der Megatrend Gender Shift. Retrieved from https://www.zukunftsinstitut.de/dossier/megatrend-gender-shift/

Zukunftsinstitut. (2023c). Der Megatrend Neo-Ökologie. Retrieved from https://www.zukunftsinstitut.de/dossier/megatrend-neo-oekologie/

Dear Pavlina, it is so great to talk to you – a real expert in the field of circular economy. First of all, could you let our readers know how you started on your own sustainability journey? What has been your biggest learning so far?

Pavlina: Dear MAp team, thanks for the invitation – it’s a pleasure to be here. I started my journey learning about nature and wildlife from my mother, who was also a scientist. I have always been fascinated by living systems, and thus decided to study environmental sciences. I guess back then I imagined working in conservation, but later I realised the results from classical academic work are not tangible in the short-term, and thus decided to “get my hands dirty”, built a company myself and am supporting others on their sustainability journeys now. My biggest learning is to be true and opportunistic and follow my beliefs. No one would guess 10 years ago that today I would be codesigning products.

Please tell us: what is a circular economy? What are its core principles as well as some helpful examples?

Pavlina: There are many definitions for the circular economy, but I guess the most understandable is - this is a framework that designs out waste and keeps products and materials in use for as long as possible.

At MAp we are specialised in crafting sustainable hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Pavlina: I feel that there is a movement around the topic of sustainability in every industry – customers are becoming more aware and are demanding solutions. The tourism industry and hospitality industry are also affected by the changing climate and social inequalities worldwide, and therefore hotel owners are looking for solutions in the space. Unfortunately, many of the solutions are still only marketing driven and not really tackling the root cause of the problems. I believe in the future, customers will become even more attuned and will be able to differentiate between green wishing and -washing and true sustainability, and those doing it only for marketing purposes will lose their popularity.

Do you have any recommendations for boutique hoteliers on how they can start and / or advance their sustainability journeys?

Pavlina: Start as soon as possible – you still have a competitive advantage as a first mover. Sustainability is here to stay and will be soon the new normal, and today’s niche market will take over conventional hospitality. It is an ongoing journey – be brave and improve constantly.

When we started working on The Sustainable Hotel, we were surprised to learn how many people still hold misconceptions about sustainability, e.g. that sustainability is expensive, complicated, only about the Planet, etc. What are the most common misconceptions you encounter while working with business owners?

Pavlina: The classical one – circular economy is just recycling. Another one that makes me laugh – this is not going to work, because it doesn’t work today.

What’s your biggest wish for the future?

Pavlina: That businesses shift from doing less (or no) harm to doing good for nature and society – the so-called regenerative economy.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Pavlina: Personal attitude and of course visible sustainability efforts!

Your employees are key to your hotel’s long-term, sustainable success. After all, they’re the ones who ensure the smooth running of your hotel and who act as your brand ambassadors. That’s why you want to ensure you have the best ones working for you and that you keep them on for the long run.

But between the dried up labour market and “The Great Resignation,” in which employees are quitting at record numbers, we know all too well it’s hard to find employees - let alone hire those who are perfect for your hotel.

In a recent American Hotel & Lodging Association survey, 91% of hotels said they’re struggling to fill open positions (AHLA, 2022)

In the same survey, 87% of respondents said they’re experiencing a staffing shortage, with 36% describing their shortages as severe (AHLA, 2022)

One in five workers have quit or plan to quit their jobs by the end of 2022 (PwC, 2022)

Know who’s on your team first. Investigate the make-up of your current team in order to identify gaps where you can hire more diverse talent. Your goal = to hire 50% People representing diverse backgrounds (which should be reflective of your community’s demographics).

Have a Purpose. Having a Purpose in place will not only help your hotel to stick out, but attract those People who identify with that Purpose and want to contribute to its success.

Define your ideal candidate. Create an Ideal Candidate Profile that outlines your ideal candidate’s Behaviour/Attitude/Values, Skills/Experience, Goals, Needs (what they look for in a job) and Offerings (what your hotel can give them in return).

Use inclusive language in your job ad. Craft a job ad that uses inclusive language in order to appeal to a broader audience. To help you with this, download The Sustainable Hotel Insights: Job Ads HERE.

Cast a wide net. Market your job listings on different channels in order to reach more diverse candidates: set up an employee referral programme, reach out to hospitality schools, contact job programmes, post in groups where diverse candidates congregate, post on (local) job boards, hire a headhunter and promote on your online channels.

Assess the fit. In addition to the standard interview questions, ask the candidates the following questions to see if they meet the Ideal Candidate Profile you created: “What are your goals for the role?”, “What are your values?”, “Our Purpose is X – how can you contribute to it?”, “What matters most to you in a job?”

Make an offer. Ensure your job offer includes benefits and offerings that meet those needs outlined by your candidate, which will motivate them to want to work for you long-term.

Hotel Con Corazón (“Hotel with a Heart”) is a social impact hotel brand that invests its Profits (approximately 75%) in education and work. With two locations in the developing regions of Oaxaca, Mexico, and Granada, Nicaragua, guests who stay at Hotel Con Corazón support local communities to build a better future. Since 2008, the Profits of the hotels have enabled Hotel Con Corazón to support an average of 250 students per year through its education programmes.

Learn more about Hotel Con Corazón HERE.