According help go green hotel distinguish to others less

According to (Sonya Gracci,Rachel Dodds, 2008), there are few benefits
can be gained in hotel industry via implementing green management initiatives
which included customer loyalty, risk management, employee retention and
competitive advantages. Customer loyalty has been move in the demands and
expectations of customers over the past 29 years. Many years ago, the guests
will decide to stay in their ideal hotels based on the facilities, services and
locations but the guests of today will think in varying degrees and being more
experienced. This is because they focused on the environmental friendly issues like
paper at home, cans and recycling bottles. They will make fuel-efficient
vehicles and organic food as the greener lifestyle selections. Therefore, the consumers
become more concerned on the important of being environmental friendly and the
ways to protect environment. Many guests will stay in the go green hotel as it
will cause them to understand that they put an effort to protect the
environment. Hotels with the green certification allow them to give ecologically
mindset to their guests at their locations. This will help go green hotel
distinguish to others less eco-friendly hotels. The guests will influence
potential guests as they share the experienced to them and increase their level
of awareness. It will affect them to experience environmental practices. As the
result, customer loyalty may rise when the guests have experienced an
environmental friendly hotel which level of environmental commitment is demonstrated

Furthermore, the article also
mentioned that the risk management as one of the benefit to hotel industry
through implementing green management initiatives. Risk management is about
managing external exposure in order to reduce the chance of damages caused by
decisions and activities within the company. Risk minimization will bring out
an increasing wined with governance and good corporate social responsibility. The
risk management strategy of a hotel was focused on health and safety concerns
around pest infestation, water and food, outbreaks of disease, fire damage or
first-aid and guest safety and security issues. However, social and
environmental issues become an important issue in recent years. Environmental
risks affect the cost of capital in different types and sizes of enterprises
and it may also affect the long-term value of the company. The example of environmental
risks included air and noise pollution, water and land contamination, waste
management and supply chain environmental practices. In addition, increasing in
investment community will help practices in environmental management more
powerful and maintain the quality of the performance and capacity in general
management. Some insurance lenders and companies began to select and align
their rates based on environmental issues regulated by ethical funds. The companies
that incorporate the environment management into their business decisions can reduce
their liabilities and environmental risk. It is in a good position to invest
and reduce their financial and reputational risks.

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After that, employee retention is
the benefits through implementing green management initiatives in the hotel
industry which stated in the journal. One of the greatest benefits people of
going green is employee. This is because employees like hotel guests and they
become more sophisticated and coordinated in society. As a result, they are
more likely to identify with an employer whose practices and principles are
aligned with their values. Environmental projects have been shown to motivate
staff to work together in order to achieve common goals. Many hotel companies
use environmental programs as incentives for employees. The financial savings
of these projects are translated into cash or other rewards, such as internal
activities or travel. The retention will increase to save the cost of training
new staff because of the hotel industry has a considerably high turnover rate.

Moreover,
the competitive advantage also as a benefit that stated in the article. Green
projects can provide competitive advantage for leaders but as long as green
activity continues to be voluntary. However, green practice will become a
benchmark in the hotel industry. Consumers will become more demanding in green
practices hotels because of the non-renewable energy costs continue to rise and
the regulatory pressure increases. Therefore, the hotel with green practice
will have the greatest opportunity to gain a competitive advantage before the
emerging sustainable development curve. Environmental initiatives can also
improve the productivity and competitiveness of the hotel industry. Indirect
benefits include improved image, employee morale, health and safety. Corporate
image and reputation of hotel companies are one of the most invisible and priceless
assets that enterprises can possess. The hotel with a good image can gain a
competitive advantage in the market. Competitive advantage to enhance some
benefits which included improvement in the price premium, customer’s
enthusiasm,  market share, obtain or
create new markets, corporate image, employee productivity and operational
health.