Resort visitors not able to pay extra for sustainability says Aware Motels CEO

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2022-11-10 10:00:56

Solely “hardcore sustainable” prospects are at present prepared to pay additional for eco-conscious resorts, in line with Marco Lemmers, CEO of hospitality firm Aware Motels.

Lemmers predicts that lodge visitors will likely be ready to pay extra for sustainability sooner or later, however will probably be “just a few years from now”.

“I feel individuals will likely be ready to pay extra for a sustainable resolution,” he instructed Dezeen.

“We’re not there but, as a result of the lodge enterprise continues to be fairly price-sensitive. You must be hardcore sustainable to wish to pay €10 euros additional for a sustainable keep. However slowly it is transferring in that path.”

Marco Lemmers is CEO of Aware Motels. Fundamental picture: the all-electric Westerpark venue is considered one of 4 Aware Motels in Amsterdam

Lemmers, who based Aware Motels in 2009, spoke to Dezeen throughout The Foyer hospitality design convention in Copenhagen in August.

Aware Motels has 4 properties in Amsterdam. These resorts have eco-friendly insurance policies in place for all of their operations, together with inside fit-out, power and water use, food and drinks, and cleansing processes.

In accordance with Lemmers, the corporate’s sustainability ethos has enabled it to construct a loyal buyer base.

“We’re probably the most sustainable choice in Amsterdam, so we see a number of returning visitors” he stated.

The model’s mantra is “eco-sexy, massive smiles”

Nevertheless this alone shouldn’t be sufficient to make the enterprise thrive, Lemmers defined. Aware Motels goals to be aggressive when it comes to design and price, so it may additionally entice non-eco-minded prospects.

“The one method to make change is to seduce individuals,” he stated.

“We have now our sustainable planet guarantees however we additionally need to make it attractive. Horny is about having lovely locations, lovely food and drinks, and exquisite individuals.”

Trying ahead, Lemmers predicts that adjustments in laws will quickly give eco-minded resorts a aggressive benefit over rivals.

He believes that lodge house owners in Europe will quickly be legally obligated to fulfill a lot stricter guidelines on the sustainability of their buildings and operations.

“We have already seen it occur within the Netherlands with workplaces and the identical will occur with resorts,” he acknowledged.

“Even when you do not consider in sustainability, do a SWOT evaluation within the subsequent enterprise planning cycle and see the menace.”

Conscious Hotel The Tire Station
The Tire Station of considered one of two Aware Motels with its personal supply of solar energy

The CEO says that resorts lagging behind must urgently rethink their strategy, or danger enjoying catchup.

“There’s a chance now – you probably have sustainability so as, you may have a aggressive benefit,” he stated. “Fairly quickly laws will push you to go there anyway, and there is normally not lots to be gained by being one of many final movers.”

Aware Motels implements various pointers to be able to cut back its environmental impression.

All of the supplies used for lodge fit-out are both pure merchandise with cradle-to-cradle certification, or they’re recycled or second-hand.

Conscious Hotels bedroom
Interiors solely use supplies which are recycled, second-hand or licensed cradle-to-cradle

Aware Resort Westerpark is 100 per cent electric-powered, with most of its power equipped by the model’s personal windmill, whereas two of the opposite resorts generate power from rooftop photo voltaic panels.

Eating places serve natural meals, with greater than 50 per cent vegan or vegetarian dishes, and virtually all produce is sourced from native suppliers.

Different initiatives embrace inexperienced partitions, passive heating and cooling methods, natural cleansing merchandise, water-saving showerheads and taps, refillable toiletries and waste separation.

Conscious Hotels interior
All food and drinks is sourced from native suppliers

Whereas Lemmers acknowledges that a few of these initiatives require time and funding, significantly for big lodge chains, he claims that others are simple to implement.

He believes that every one resorts may simply take a minimum of one step in the direction of enhancing their sustainability credentials.

“Begin with the operation; you are able to do it immediately,” he stated. “Simply procure stuff that is native as a substitute of getting it come from the opposite aspect of the world.”

“FF & E (furnishings, fixtures and tools) comes barely later, however it’s a must to put money into that each seven years anyway, to keep up and renew.”

Aware Motels at present has 318 rooms throughout its 4 Amsterdam resorts, though the model plans to extend this to 1,500 as a part of a Europe-wide growth.



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