Green Hotel Management and Green Star Practice: A Case Study

of Best Western President Istanbul Hotel

TABLE OF CONTENTS

EXECUTIVE SUMMARY 2-3

INTRODUCTION 3-4

GUIDE QUESTIONS 5-9

SOLUTION 10-11

RECOMMENDATION 11-12

CONCLUSION 12-13

LESSON LEARNED 13-14

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 C. EXECUTIVE SUMMARY
All of the tourism establishments have adopted the understanding of green marketing which
is refers to the practice of developing and advertising products based on their real or perceived
environmental sustainability. So the green hotels, which is an environmentally
sustainable hotel or accommodation that has made important environmental improvements to its
structure in order to minimize its impact on the natural environment. The basic definition of an
eco-friendly hotel is an environmentally responsible lodging that follows the practices of green
living. These hotels have to be certified green by an independent third-party or by the state they
are located in. Traditionally, these hotels were mostly presented as ecolodges because of their
location, often in jungles, and their design inspired by the use of traditional building methods
applied by skilled local craftsmen in areas.

Green marketing is applied as a green hotel by accommodation establishments, and as a

result of this application, hotels are entitled to be awarded a green star certificate. Green Star is
an internationally recognized sustainability rating system. From individual buildings to entire
communities, Green Star is transforming the way our built environment is designed, constructed
and operated. Launched by the Green Building Council of Australia in 2003, Green Star is
Australia’s only national, voluntary rating system for buildings and communities. Our built
environment is currently the world’s single largest contributor to greenhouse gas emissions, and
also consumes around a third of our water and generates 40 per cent of our waste. Green Star is
helping to improve environmental efficiencies in our buildings, while also boosting productivity,
creating jobs and improving the health and wellbeing of our communities. Whether you’re a
building owner, operator or occupant, creating a green community or looking to live more
sustainably, Green Star offers a framework of best practice benchmarks for sustainability that
you – and the marketplace – can trust. As a matter of fact, Polat Renaissance Hotel-Istanbul
ranked the first in the category of five-star hotels in the project of green hotels, held in Turkey
with the cooperation of Environment-Friendly Forum, TUROB (Touristic Hotels and Investors
Association) and Bureau Veritas within the 5th World Water Forum that was held this year. All
in all the rest of the study, it was dealt with the legal regulations on green hotel practice and the
green star practice in Turkey. Best Western President-Istanbul Hotel, one of two hotels with a
green star in Turkey, was specified as a sample, and the applications of the sample hotel were
studied

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 D. INTRODUCTION
Conserving, protecting and maintaining the environment is not just for individual or for the
community, establishment are also required to at least protect it specially the hotels, it is because
The Hotel Industry is one of the various components of tourism whose activities cause a serious
threat to the environment owing to its huge consumption of water, energy and non-durable goods
along with the discharge of large amounts of raw and solid waste in various quantities. If these
resources are not managed properly, they will have a negative impact on the environment and the
operating costs of an organization. Over the last few years, there have been many forces like
growth of customers’ environmental awareness, reducing hotels’ negative environmental
impacts, building a positive image and the economic return that have encouraged the hotel
industry to become more environmentally friendly. Consequently, many hotels have begun
implementing various innovative practices to increase the “greenness” of their operations in
order to eliminate their environmental pressure in addition to responding to growing customer
environmental concerns The growth of customers’ attention towards environmental sustainability
has encouraged hoteliers to transform their businesses by implementing green practices in their
operations which help them in achieving a competitive advantage and increasing their market
share through acquiring guest segments that are concerned with green sustainability.

Environmental sustainability in the hospitality industry refers to the balance that must exist
between an activity and the environment in which it is developed, where the two interact without
being detrimental to each other.

Green practices’ definition in the hospitality industry varies and is associated with different
approaches. Kim, Lee & Fairhurst defined green practices as “a value-added business strategy
that benefits a hospitality operation that engages in environmental protection initiatives”.
Similarly, Rahman, Reynolds & Svaren defined “green” as “environmentally friendly, that is
doing business in a way that reduces waste, conserves energy, and generally promotes
environmental health”. Myung, McClaren & Li stated that green practices aim to reduce the
negative impact on the environment by adopting environmental measures for reducing waste and
using sustainable materials and resources. According to Wolfe and Shanklin green hotel practices
refer to measures that eliminate the negative impact on the environment, i.e., recycling and eco-

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purchasing. In a similar manner, “green hotels” are defined as “environmentally-friendly
properties whose managers are eager to institute programs that save water, save energy, and
reduce solid waste—while saving money—to help protect our one and only earth”. Manaktola
and Jauhari defined it as “a less environmentally damaging property which has made a
commitment to various ecologically sound practices such as saving water, saving energy, and
reducing solid waste”. Despite the fact that green practices in the hospitality industry have been
surveyed from different perspectives, most scholars have identified three reasons for adopting
green practices: financial benefits, customers’ needs and desires and stakeholder relations. On
the other hand, Buunk and Van DerWerf [21] concluded that the main reasons for adopting eco-
label criteria were that they are better for the environment and good for the image of the hotel.

E. GUIDE QUESTIONS
1. What do you mean by “Green Marketing”? Describe and explain its overall
principles and goals.
Green marketing is the marketing of environmentally friendly products
and services. It is becoming more popular as more people become
concerned with environmental issues and decide that they want to spend
their money in a way that is kinder to the planet. Green marketing can
involve a number of different things, such as creating an eco-friendly
product, using eco-friendly packaging, adopting sustainable business
practices, or focusing marketing efforts on messages that communicate a
product’s green benefits. This type of marketing can be more expensive,
but it can also be profitable due to the increasing demand.
2. Enumerate Ibis Hotel’s four environmental strategy in 2002. Explain each of
the following by giving concrete and real examples being done in the
Philippines.
Water saving includes all the policies, strategies and activities
to sustainably manage the natural resource of fresh water, to protect
the hydrosphere, and to meet the current and future human demand. Water
conservation is the practice of using water efficiently to reduce
unnecessary water usage. According to Fresh Water Watch, water
conservation is important because fresh clean water is a limited resource,
as well as a costly one. For example, on the island of Negros, in the
Philippines, an innovative pump will bring clean running water to
thousands of people in 12 villages and encourage watershed conservation
within these communities.
Energy saving and the supporting of renewable energy, generating
energy that produces no greenhouse gas emissions from fossil fuels and
reduces some types of air pollution, diversifying energy supply and
reducing dependence on imported fuels, creating economic development

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 and jobs in manufacturing, installation, and more. For example, (Taguig
City) In pursuit of its mandate of providing a comprehensive energy plan,
the Department of Energy (DOE) strongly supports the increased use of
renewable energy (RE) in the country under a level playing field and
transparent implementation of incentives, such as the Feed-In-Tariff (FIT)
Program, which are key indicators for this.
Decomposing of wastes and ensuring that they are recycled, waste
decomposition is effectively represented by a mass balance of the
compounds transferred from solid phase to liquid phase (leachate) and gas
phase (biogas). For example, the common collection practice in
Philippines is through house-to-house collection. Many local governments
have detailed local plans covering waste collection services, and detailed
route maps for collection vehicles.
Provision of training and information flow to enhance the
environmental awareness of the guests arriving at the hotel and of the
employees, the hotel industry put forth efforts to the continuous control of
operational cost through sustainable practices such as limiting water and
energy consumption and gave a motivation as consumers become
interested in choosing accommodations that adhere to the protection of the
environment and reduction of its negative impact. For example are the
rules and regulations implemented in CALABARZON.
3. List down the 12 Green Hotel Policies of BW President Istanbul, the first city
hotel with a green star in Turkey. In each policy, determine the most
important key word in every policy and explain why you chose this key word.
To adhere to legal regulations, the legislation on the environment and
other liabilities; ( To be able to identify that we need to follow the
regulations )
To hand a livable world down to the next generations for sustainable life
and tourism; ( Because it is the main reason why we need to protect the
tourism, livable world for the next generation )
To follow scientific research and technological developments in new
investments and projects, thereby preventing environmental pollution and
continuously developing environmental performance; ( The purpose of the
regulation is also to prevent or to avoid so I choose this keyword )
To use and conserve resources in the most efficient way; ( It can really
help our sustainable tourism )
To reduce wastes at their source as much as possible or to separate the
used packages and other reusable wastes from general garbage, to collect
them under clean conditions and to ensure that they are recycled; ( Reduce
waste is enough to understand because garbage is the main reason of the
destruction of the environment )
To reduce the use of hazardous substances in the service processes and to
use those substances which have less contaminating characteristics;

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 ( Hazardous substances can destroy our natural resources, so I choose
this, to be able to easily understand that we must reduce it )
To contribute to continuous development by creating environmental aims
and objectives and to prepare activity reports by reviewing these
objectives every year; ( By creating the aims and objective, it will be
easier to achieve a goal so I choose this as a keyword )
To promote the environmental responsibility consciousness of all
employees from top management to the lowest unit by providing all
employees in the establishment with trainings about the environment; ( To
be able to identify easily the responsible of all the employees )
To inform those guests who stay in the establishment to this end and to
ensure that they participate in activities of protection of the environment;
( Green hotels must have an activities that will not harm the environment
so I choose this as a keyword )
To support the environmental activities of official and private institutions
and to participate in environmental activities; ( It can help us to
understand that we must support the activities that offered by the green
hotels )
To allocate adequate and appropriate sources in all these activities; ( I
choose allocate because all they need to assign enough resources to be
able the activity to operate properly )
To work with those firms which produce environmentally-sensitive
products and services. ( Because firms are the one that helping them for
the products and services )
4. What were the three environment problems and concerns of Tema
Foundation? What will you do to solve these problems and concerns?
Plastic, cardboard and glass, to solve this is to be an eco-responsibility
pertains to the three R’s mantra of Re-use, Reduce, and Recycle. Local
communities, authorities and states need to put more efforts towards the
education of waste management. Essentially, the slogan can help reduce the
levels of unsustainable waste that prove problematic in various environments
across the globe. With the implementation and consistent practice of the three Rs,
communities and local authorities as well as states will not only be able to
manage waste but also move in the direction of achieving zero waste. More
emphasis should be placed on responsible resource use with an objective
of avoidance, maximizing recycling and waste reduction methods.
Avoidance and waste reduction involves techniques such as repair of
broken things instead of buying new, purchasing and re-using second-hand
items, and designing reusable and recyclable products.
5. Enumerate Best Western President-Istanbul Hotel’s 2010 planned projects
and new policies for environmental protection practices. In every project and
policies, what will be its positive effects and negative challenges? Creatively
come up with a tabular presentation.

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F. SOLUTION
Conservation of the environment is really important, so the establishments or the hotels
need to, first is install energy saving technologies because it has been estimated that 75% of
hotels' environmental impacts can be directly related to excessive consumption—including
energy consumption. Installing energy-efficient technologies such as appliances, lighting,
and heating and cooling systems can make a difference for both the environment and your
hotel's bottom line. Next one is embrace recycling because another huge impact the
hospitality industry has on the environment is due to the amount of waste hotels create. It's
time to embrace recycling, and we're not just talking about using cloth napkins instead of
paper. Hotels also need to encourage guests to be green like they can put cards in each room
asking guests to turn out the lights when they leave, or reuse towels if possible. Make
recycling bins readily available to guests and be sure that they are aware of your green
programs. When guests see that your hotel is making an effort to help the environment, they
will generally want to do their part as well. Start Composting of the hotels is also a solution
because an increasing number of hotels are realizing the benefits of composting food waste
rather than throwing it out. Not only is it a popular and well-known green initiative that will
impress your guests, it can save your hotel money on landscaping since composted waste can

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be used as organic fertilizer. They also need to save water and there are so many ways hotels
can save water like installing toilet tank fill diverters in older toilets can save about 3/4 of a
gallon of water per flush. Transitioning to low water laundry machines can save up to 80% of
hotel water usage. Making water stations available to guests can discourage the use of bottled
water. Hotels can plant a garden and if they are considering expanding your outdoor
offerings for guests, consider adding a garden rather than simply extending your patio or pool
area. The Green Hotels Association notes that one Pennsylvania property has a 400-foot
garden and produces organically-grown vegetables for its restaurant. Now they don't have to
go that far, but even a small garden (perhaps even on the rooftop for those of you with city
properties) can help counteract your hotel's carbon footprint. Raised beds can be installed
almost anywhere, and placing benches made from recycled materials around a garden can
make for a wonderful guest experience. Support local, sustainable businesses hotels can help
reduce their environmental impact by making smart purchasing choices as well. A hotel can
reduce waste generation by making an effort to only purchase environmentally-friendly
products, and purchasing locally can also reduce the impact on the environment and benefit
the community. They may also want to consider promoting other environmentally-friendly
businesses to guests, such as local farm-to-table restaurants. Implement alternative energy
sources can also be a way to help the environment, and a number of hotels have switched at
least portions of their energy usage to alternative sources, with great results. The Willard
Intercontinental in Washington D.C. is now running on 100% wind energy power, resulting
in a 12% decline in energy consumption, according to the Green Hotels and Responsible
Tourism Initiative. Other hotels, particularly those in warmer climates, are making use of
solar energy for signage and water heating. And as the market for alternative energy
increases, more solutions will arise. And the last one is practice what they preach because as
they implement green initiatives at their hotel, make sure they're keeping all employees
informed about the changes and what they can do to help. Approach these efforts as a team,
and perhaps the green practices will carry over into their staff's personal lives as well making
an even bigger difference for our planet.

G. RECOMMENDATION

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 They can try creative ways to avoid destroying the environment. Reducing the
environmental impact of a hotel means committing to non-toxic, grey water friendly cleaning
products and detergents, to recyclable and reusable materials, and natural products. From the
insulation, furniture and linens to the shampoos and body lotions, everything in the hotel
should comply with eco-friendly product guidelines. In many ways, this actually makes
running even an eco-luxury hotel easier. For example, by making sure all detergents, soaps
and cleaning products are biodegradable and grey water friendly, it’s easier to reuse
wastewater in the hotel, even watering the hotel gardens safety and reducing costs further.
Natural linens are more luxurious and prized by guests, and they are gentler on sensitive or
allergy-prone skins, improving the guest’s experience. It’s about committing to an
organizational culture of environmental sustainability from the ground up, which is embodied
in a hotel.

Food items, toiletries, linens and décor can all be sourced locally for immediate carbon
footprint production reduced transport costs and fuel usage as well as the ability to highlight
and support local businesses, artisans, farmers and producers who utilize eco-friendly and
sustainable practices. This isn’t just an eco-friendly move in itself, it’s an effective way of
grounding your business in the community, of fostering tourist interest in the culture of the
area and what it offers, and creating a sustainable local economy that can become a unique
attraction in and of itself.

H. CONCLUSION

All things considered that without protecting the nature, we cannot speak of sustainable
tourism. Most all of the hotels now have to operate an activities that are related, connected or
has a way to conserve environment Also as we all know, the establishments have become
advocates and implementers of green tourism due to factors such as state pressure and
competitive pressure and because green marketing practices increase profitability and reduce
costs. When we consider the understanding of green marketing which is the practice of
developing and advertising products based on their real or perceived environmental
sustainability, then we will be able to appreciate all the activities performed by a lot of hotels.

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 In Turkey, only two hotels have the green star certificate granted by the Ministry within
the scope of green star practice. The practices of Best Western President-Istanbul Hotel, one
of the hotels concerned, are a good example of the applicability of green star practice because
they managed to make a profit on their business but protecting and giving a favor of the
environment as well.

There are many hotels in the world, and just a few have a purpose and goal for the
environment. We must not forget that sustaining it is not just for us but for all the wildlife that
are living there, all of the living things will be affected in case the problem of environment will
be severe. It is not too late, we must start it as much as possible.

I. LESSON LEARNED

On this study, I learned how a hotel still helped our environment and how sustainability is
regulated in hotel industry which is, it is by having a hotel certifications that allows the hoteliers
to prove to both guests and investors that their practices are truly up to the standards that they
proclaim to uphold. Certification can vary based on the goals set by your establishment, with
certain programs such as Energy Star having a heavier focus on energy efficiency, or the Green
Seal, who offer programs to corporate clients looking to improve the sustainability of their
businesses. Finding the right certificate could mean choosing the right school of sustainability for
your establishment. Most certificates follow some system of merit which allows hoteliers to see
exactly what more they can do to improve their business.

I also learned that as long as they are protecting the environment, it’s not just the
environment but also the hotel will get a benefit from it because consumers are becoming more
and more interested to them and return to them again and be aware of how important it is to
protect the environment. Many hotel guests want to stay in a "green" hotel, as it allows them to
know that they’re helping to protect the environment.

Environment plays an important role in healthy living and the existence of life on planet
earth. Earth is a home for different living species and we all are dependent on the environment
for food, air, water, and other needs. Therefore, it is important for every individual to save and
protect our environment.

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