Sustainable hospitality marketing: Eco-friendly practices and green marketing

financialexpress.com:

By Vinesh Gupta

Going beyond being a mere catchphrase, sustainability has transformed into a vital factor influencing consumer preferences while defining business success. As per a report by Capgemini Research Institute,79% of customers are shifting their selections for products based on social responsibility, inclusivity, or environmental impact, and 65% of consumers stated they would be more aware of the effects of their overall consumption. Given how mindful and conscious consumers are becoming with their choices, it has led upon businesses to bring more eco-friendly approaches into operation.

With conscious consumerism becoming a prevailing trend across various businesses, from retail to travel to dining, it has become imperative for industries to incorporate sustainable practices, with hospitality being no stranger to it. According to the ‘Sustainable Travel Research Report’ released by Booking.com, 94% of Indian travelers affirm that they value sustainable travel, and 68% of them say that recent reports concerning climate change have motivated them to plan more environmentally friendly trips. As travelers actively seek eco-friendly experiences, the integration of sustainable practices and green marketing strategies has become imperative for hotels, resorts and other hospitality businesses.

The growing prevalence of green marketing

India is a diverse region flaunting a rich tapestry of distinctive cultures, art, cuisines and warm-hearted hospitality, making it a top tourist destination. As tourism surges, so does the demand for eco-friendly accommodations. The increasing demand for sustainable properties can be attributed to the growing consumer awareness, leading them to favor sustainable options.

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