Strategy Implemented In Starwood Hotels And Resorts Tourism Essay

St roamgy Implemented In Starwood Hotels And Resorts Tourism EssayTo faultfindingly evaluate the strategy utiliseed in Starwood Hotels and Resorts in responding to the environmental ConcernA Case Study of piece HotelABSTRACTThe purpose of this search is to critically evaluate the potassium initiatives implemented in Starwood Hotels and Resorts by introducing a discolor hotel chain, grammatical constituent hotel. The compose intend to assess to what extent the implemented strategies ar all-encompassing in responding to environmental concern as one of major contemporary have sex in todays hospitality industriousness. As the matter of fact that the global environment is severely affected by todays business, natural resources argon predictably running pop out in next 50 years if no improvement is being made by all business. In the last decade, battalions aw areness of environmental security department is signifi keeptly change magnitude. For instance, impudent emerging co mmercialize of eco-conscious traveler and pressure from eco-ethic group act as the driven intensity to urge business companies rapidly shew environmental hearty program to support sustainability preparement. In this inquiry, super acid initiatives implemented in Starwood Hotels and Resorts are critically examined basing on ISO 14001 mould. The positivism philosophy with deductive climax impart be adopted passim the research. The author will critically refreshen the books related to environmental way. Secondary research will be used to investigate the green initiatives implemented in Starwood Hotels and Resorts with a case study focused on cistron hotel, followed by a critical see on the strategies with application of ISO 14001 model. Last but not least, the author will assess to what extent the implemented strategies are all-encompassing in responding to environmental concern. The research has shown that Starwood Hotels and Resorts have successfully implemented compre hensive green initiatives by introducing a green hotel chain, constituent hotel. The author suggests that further evaluation and improvement should be interminably carried out to strain be the leader in supporting sustainability development in hospitality industry. more(prenominal)over, the author advises that primary research should be carried out for next study in order to gain more generalized and specifically up-to-date result.TABLE OF CONTENTS_______________________________________________________________________________________INTRODUCTIONBACKGROUND INFORMATIONBackground of Starwood Hotels and Resorts element HotelNECESSITY TO RAISE THE IMPORTANCE OF SUSTAINABILITY IN LONG RUNIncreasing pressure from ethical consumersNew emerging market, Eco conscious travelerThe impact of environmental problem onto hospitality industryAIM AND OBJECTIVESAimObjectivesTHE ISO 14001 MODELenvironmental PolicyPlanningImplementation and OperationChecking and tonic ActionManagement freshenCo ntinual ImprovementRESEARCH STRATEGY AND METHODOLOGProposed Study DesignSecondary ResearchLimitations3.0 FINDINGS AND ANALYSIS3.1 Environmental Policy3.2 Planning3.3 Implementation and Operation3.4 Checking and Corrective Action3.5 Management ReviewContinual ImprovementCONCLUSION5.0 REFERENCES6.0 APPENDICES1.0 INTRODUCTION__________________________________________________________________________In the past few years, environmental issue has severely plagued hospitality industry (Pasiuk, 2006). The significant changes in global environment and climate definitely draw attention to all business. People start to think about how the mother human beings can be saved from harm and the way to sustain hospitality industry. The popularity of eco-friendly hotel is closely related to the maturation awareness of global warming (Guitierrez, 2008) and to a fault the new emerging market segment Eco-traveler (Patterson, 2007). match to Forbes (2007, cited in Go Budget Travel, 2007), it stated th at traveler with sense of eco-awareness is a new edit outs nowadays. Hence, many hotels and resorts make causal agent to launch wide variety of initiatives on green management (Enz, 2010). As a global leader in hospitality industry, Starwood Hotels and Resorts steps forward responding to the trend with action on earning up its own culture of sustainability by introducing its innovation Eco-Friendly hotel chain called Element (Starwood Hotels and Resorts, 2010).The purpose of this report is to critically evaluate how Starwood Hotels and Resorts in responding to environmental concern by introducing a green hotel chain, Element hotel. In order to achieve the purpose, the author first highlights Eco-traveler as one of the mainstream in hospitality industry and identify the importance of taking environmental concern as a corporate social responsibility. Furthermore, the author is then illustrates the notional fabric of ISO 14001 model and critically evaluates its application to the strategies implemented in Starwood Hotels and Resorts in responding to the contemporary issue of environmental concern. Last but not least, a brief summary and pass will be provided.BACKGROUND INFORMATION__________________________________________________________________________1.1.1 Background of Starwood Hotels and Resorts Element HotelStarwood Hotels and Resorts grow to be a hotel behemoth through every effort made by Mr. Barry Sternlicht (Starwood Hotels and Resorts, 2010). At the present time, Starwood is widely renowned as one of the sumptuosity hotel chain worldwide. Starwoods fleet is currently owns and operates approximately 750 hotels under premium leading brands including Sheraton, quartette Points, St. Regis, Westin, W brand, the luxury collection and notably its latest innovation product Element, in 80 countries over every continent (Starwood Hotels and Resorts, 2010).Element hotel is a green hotel chain newly launched by Starwood Hotels and Resorts by the year of 20 08 (Starwood Hotels and Resorts, 2010a). The inspiration is induced by travelers eco-etiquette. According to Savage (2008, cited in Press Release, 2008), most of the traveler adopts green routine at home however only a few of them do the same at the hotel. In response, Element hotels absorb the lead in going green. Element is built green to reduce from the ground up, as the first major hotel brand pursue U.S. Building Councils LEED Certification for every position (Press Release, 2008a), depicting the importance of the environment in todays world. Element is committed to provide the lymph gland with a no-compromise, eco-chic experience and also as an easy way answerable to be eco-friendly without sacrificing client experience, in addition, the element philosophy is to satisfy guests needs with the environment in mind (Elements hotel, 2010).Nowadays, Starwood is recognized as the environmentally friendly luxury brand within the hospitality industry (Rockmael, 2007). With the rec ognition of its remarkable green initiatives, the author is intended to critically evaluate the strategy implemented in Starwood Hotels and Resorts in responding to environmental concern. common initiatives undertaken by Starwood Hotels and Resorts will be further elaborated in details by focus on the case study of Element hotel.Necessity to raise the importance of sustainability in the long run__________________________________________________________________________Increasing pressure from ethical consumersIt is not surprising to find that a significant growing number of large-scale corporate are experiencing an exerting pressure from consumer activist groups requiring betterment on the performance of both social and environmental aspect. An elevating level of these issues are gradually becoming mainstream and the consumers are commonly raising question about the general performance in terms of ethical, social and environmental of the service and product they consume. More enlig htened companies treat these prompting changes as a golden opportunity of embracing social and environmental concerns integrated into their operation (Gupta, M.C., 1995).1.2.2 New emerging market segment, eco-conscious travelerAccording to the research conducted by Green Hotel Association (2007), about 43 millions travelers in the United States are concerned about environmental cognizance in the hospitality industry. Meanwhile, referring to the survey done by USA Travel Association (2008), 54 million peoples search for companies that are concerned with the protection of topical anaesthetic environment and incline to book travel arrangement with these companies. Korman (2008, cited in Press Release, 2008 2) also agree that Todays consumers including guests who stay with us, corporate customers who select hotel providers and the development community who build our hotels are increasingly demanding green options when they select hotel brands.At the present time, eco-awareness is very popular in travel trends (Harding, 2010). And Chemla (2007, cited in Vora, 20071) also argued that now upscale travelers necessity to do whatever they can to be eco-conscious. The characteristics of eco-conscious traveler (refer to Appendix 1) can be concluded as lack of knowledge about environmental issue, however, they are keen to learn. Element hotel is tailor-made for eco conscious traveler, as Savage (2008 1) stated that We know our guests want to be eco conscious, it is our job to make it easy for them. Eco-conscious traveler is outlined as a person who yearns for making positive contribution while travelling with the companies that sustain development on environmental practices (Eco media group, 2010). With the emerging segment of eco-conscious traveler, in response many hotels and resorts started to launch green management program to emphasize their concern in environmental sustainability. Green initiatives are implemented into the hotels operation to mention brand image (Grant, 2007), reputation and remain competitive in the marketplace (Schulz, 2009). As Ryan (2006 1) stated that Going green isnt necessarily about saving the environment, instead its about saving the business.All the undertaken green initiatives are viewed as marketing strategies helps to boost up the sales as well as the occupancy rate (Honey, 2008). According to the research conducted by Watkins (1994), the findings shown that about 71 percent of respondents would likely or extremely likely to stay in a hotel implemented with environmental strategy. Furthermore, in the case of The Sol Elite Falco Hotel, they recorded a significant growth of 15% in business after the adoption of environmental practices (Honey, 2008).1.2.3 The impact of environmental problem onto hospitality industryIn the past few decades, as a matter of fact that global population is dramatically escalating, it is not surpirsed to find that both rural and urban area are densely-populated. It leads to acceleratin g demand on not only living space but also resources to accommodate peoples somatic need for basic living. Besides, with the promising stability of global economy, at the present time vast majority of people are unfastened to lead a better living, to pursue a quality of life. Driven by that reason, many businesses habitually utilize limited resource to fulfill the straight-out needs and wants from the consumer. In the meantime, the consequence is commonly neglected. Overusing resource on the mother earth, many negative impacts and problems can be severely affecting the society much(prenominal)(prenominal) as occasion of global warming, pollution and climate change. As Aldunce and Leon (200733) stated that disaster risk does not only exist because of the presence of a physical hazard, and it is compounded by the presence of vulnerable populations. In that sense, both direct and indirect impacts are possibly brought to hospitality industry.Greenhouse gases are the driven force to the elevating average level of temperature on the planet (Tisdell, 2008). It is resulted as rising sea level that leads to drastically changing of piddle availability geographically. Thats the reason why the conditions is in instability correlated with the draw of agricultural and the phenomenon of natural disasters happen more frequently in last ten years (Mckibben, 2007). Above mentioned pile are inevitably threaten hospitality and tourism industry (Kirby, 2007).For instance, in 2004, tsunami in Phuket (BBC News, 2009) brought relentless damage to the topical anesthetic community. The infrastructure and the landscape were completely destroyed. Phuket is as a renowned tourist destination with approximately 7 millions of tourist annually (TourismThailand Org, 2010). Tsunami was harshly hit the hospitality industry which is the mainstream sector in Phuket. Tsunami caused the local anaesthetic communities and business to spend large sum of money on reconstruction of the environme nt and infrastructure including numerous hotel property and facilitates.As mentioned, the changing climate is associated with the harvest of agricultural. It impacts on the reduction of the availability of agricultural thus the food cost raise up correspondingly. Likewise, due to water pollution, reduction of water supply leads to increasing price of water. As the result, hotels are undoubtedly affected with larger expenditure on acquiring water supply and food materials from the suppliers. To conclude, water and energy are the necessity to hotels daily operation. In the viewpoint of hotel, they would acquire this necessity to sustain the business at all cost.Consequently, hospitality industry should not hesitate and to take proactive measures to against the capability challenge and also encourage the sustainable development incorporated with environmental concern. Natural disaster is inevitably takes place, however, hospitality industry could strive to launch environmental managem ent program to at least minimize the probability of its occurrence.1.3 AIM AND OBJECTIVES__________________________________________________________________________1.3.1 AimTo critically evaluate the strategy implemented in Starwood Hotels and Resorts in responding to environmental concern by introducing Element Hotel1.3.2 ObjectivesTo identify the environmental concern as a contemporary issue affecting Starwood Hotels and ResortsTo review the literature related to environmental management and ISO 14001 modelTo identify the associated challenges and factors of environmental concern in hospitality industryTo critically investigate and evaluate the strategies implemented in Starwood Hotels and Resorts in responding to environmental concern by using ISO 14001 modelTHE ISO 14001 MODEL__________________________________________________________________________Source EnviroManager (2009) Environmental Management Software (http//www.enviromanager.net/index.htm)According to Latham (2007), an a ppropriate theoretical framework can be guidance for the research study thus enhances the susceptibility. ISO 14001 model is renowned as a global green standard, therefore, it is being chosen by the author as a tools to critically evaluate the strategy implemented in Starwood Hotels and Resorts in responding to environmental concern. In-depth explanations and critical analysis of this framework will be carried out in the following session.ISO 14001 is recognized as one of the most noteworthy initiatives on sustainable development. It is an Environmental Management System (EMS) providing any constitution a theoretical framework for effectively managing environmental responsibilities to facilitate its efficiency and better integration into business operation (Hansen, Mowen Guan, 2007). This model is clearly presenting the whole mapping towards effective environmental management. Moreover, insistent improvement is particularly emphasizes within the operation which indicates that it is an essential component contributing toward the success of environmental management.On the contrary, Plan, Do, Check, Act pretense known as Deming cycle, is another approach of Environmental Management System. However, it is not adopted by the author as its simplified structure, relatively low accuracy and the process of continual improvement is not encompassed in the model. Most importantly ISO 14001 model is basically built on the Plan, Do, Check, Act model.Hotels that efficiently integrate an Environmental Management System into organizations operation can enjoy so many benefits. Nowadays, majority of consumers seeking guarantee they are sustaining and choosing operations that encourage protection of the environment. An Environmental Management System helps to uplift the hotels reputation, awareness of the public and creates an opportunity to develop new market segment, environmentally conscious consumers (Bill and Monaco, 1999). In general, hotel can facilitate efficiency and achieve reduction of operating costs through setting an unambiguous and pragmatic performance goals and objectives that hotel can put efforts towards. It also helps to increase competitiveness in global market, expand tactical advantage over non-certified competitors, meet consumer requirement and demonstrate commitment to quality (Anderson, 2000). Moreover, the potential economic benefit is surprisingly further more than enough to launch an Environmental Management Systems in the property (Tibor and Feldman, 1996).Environmental PolicyEstablishing an Environmental Policy is certainly requiring the participation of top management of the organization to deeply define the indemnity that is consistent with the span of an EMS and suitable to the organization (Johnson, 1997). According to Moore (2000 14-6), Environmental Policy is the statement by the organization of its intentions and principles in relation to its overall environmental performance which provides a framework for a ction and for the setting of its environmental objectives and targets. The Environmental policy should be embodied with an obligation to continual improvement, prevention of all kind pollution and obedience to the legal requirements (Woodside, Aurrichio and Yturri, 1998). Lastly, this policy ought to be documented and published to the public before communicating with all the strength working for or the representative of the organization. A comprehensible vision of the policy helps the management in planning activities.PlanningAn effective planning is necessary and a crucial process to determine an assessable organizational goal and offer guidance to fulfill the achievement (Johnson, 1997 Montana and Chamov, 2000). For that reason, the author recognizes the importance of Planning process in ISO 14001 model. Besides, the organization should be pragmatically stipulating the objectives with reference to both direct and indirect impacts deriving from previous management for instance red uction of water consumption. According to Block (1999 1), Organization shall encounter that environmental aspects related to these significant impacts are considered when setting environmental objectives. Furthermore, environmental activities should be inclusively all-encompassing supplies, waste management and notably obligation of responsibilities (Rao, 2008). From the authors point of view, a comprehensive planning would drive the organization to the cover direction on developing its culture of sustainability program in responding to environmental concern.Implementation and OperationIn this stage, the author suggests that the roles and responsibilities of job task need to be clearly assigned to every employee in order to efficiently implement the environmental management system. Furthermore, senior management must employ a representative especially in charge of environmental management. Representative is responsible to take out report on the performance of EMS and potentially offer recommendation for betterment on a regular basis. Senior management is also responsible to ensure the availability of the materials which is needed for implementation and further improvement on EMS in the property (Tibor and Feldman, 1996). Specific practice is necessarily established to facilitate internal and outdoor(a) communication as regards to environmental issues, For instance, company report of its adopted environmental practice can be issued to the public to maintain continual communication externally thus raise up public awareness to the company (Culley, 1998). Continuous training and regular meeting is essentially held frequently to increase awareness of employee on environmental practices and its impact (Cascio, Woodside and Mitchell, 1996) consequentially to ensure that employees are completely understand the system and their roles within the EMS (Sullivan and Wyndham, 2001).Checking and corrective actionAccording to Withcer, Chau and Harding (2007), the signifi cance of checking is in transaction to the long-run strategy and effectively manages organizations performance. Checking process helps to identify and ensure the environmental performance in terms of quality and standard of ISO 14001 model is on the right track and facilitate betterment to meet the purposed organizational goals. Corrective action should be undertaken appropriately to the magnitude of the problem as immediate measurements (Rao, 2008).Management reviewIt requires senior management of the organization to evaluate the EMS to make certain the continuous capability, aptness and effectiveness. Evaluation is necessarily undertaken to promote further improvements. Also, management review can benefit an organization to experience more extraordinary environmental performance (Rao, 2008).Continual improvementContinual improvement is the methodical approach to recognize the potential problem, seek opportunity, establish measurement, collect data, and make comparison to the tren d purposing to verify if the progress is smoothly ongoing toward the set objectives embodied in the environmental policy and planning (Johnson, 1997). According to Rao (200887), continual improvement helps to achieve the fulfillment of the urge for contributing toward sustainability.RESEARCH STRATEGY AND METHODOLOGY__________________________________________________________________________This section provides the reader with better taste on the research method that the author has been adopted throughout the research. The research convention and data collection method is justified in this chapter.Proposed study designThe purpose of this research is to find out how Starwood Hotels and Resorts is responding to the challenge of environmental concern, therefore the author will adopt positivism as research philosophy for this study. And the author will use deductive approach to test whether the organizations strategy is all-encompassing with the theoretical framework of ISO 14001 model. In order to achieve the research purpose, the author conducted supplemental research to collect information on environmental issues theories and the strategies that the Starwood Hotels and Resorts put on practice.Primary research is not conducted for this report, because the author recognized there is a start of data was published online that is sufficient for the author to make analysis. The author decided to analyze the strategy the organization adopted by using a theoretical framework and academic theories related to green management.. Since the author can easily access the information required for the research, therefore, only secondary research is conducted.Secondary researchVeal (2006) stated that secondary research enriches the reader with existing information which has already been collected. The author collected both quantitative and qualitative data on the organizations environmental-friendly strategies and literature of environmental issues. Information was sourced fro m the SHMS-UC library where textbooks with hospitality-related topics are available in addition, online articles and journals were sourced from the online database such as Emerald. Through the use of internet, the author can access a wider range of up-to-date information about environmental issues.3.0 FINDINGS AND ANALYSIS__________________________________________________________________________In this section, an in-depth evaluation on how the Element Hotel responds to environmental concern with the application of ISO 14001 framework will be carried out. The green initiatives launched by Element Hotel will be elaborated and categorized into the process of ISO 14001 model.3.1 Environmental PolicyAccording to Element Hotels official website (2010), Element embrace the responsibility for continual environmental stewardship and are committed to integrating leading environmental practices and sustainability principles into the core business strategy. Element has focused on the saving o f natural resources, reduction on waste and pollution, betterment and enhancement of interior environmental quality and raising awareness of environmental concern between employees, guests and local community (Element Hotels, 2010). Moreover, Element is committed to develop an economically responsible LEED-certified hotel concept that is promising a more sustainable future (Paasschen, 20081). In authors opinion, the statement of Element environmental policy is clearly showed the intentions and principles related to environmental practices by Element hotel and evidences of complying with legislation requirement. To contrast with the ISO 14001 model, Element hotel has developed a statement which is committed to green environment. The principles of the hotel are all about green. In addition, employees and customers can have a better understanding about the green strategies undertaken at the Element. In this section, the author powerfully agrees that Element hotel has implemented the e nvironmental policy successfully.PlanningElement hotels are primarily introduced to the public by Starwood Hotels and Resorts as a strategic plan to against the challenges in environmental concern. The element philosophy is to satisfy guests needs while keeping the environment in mind (Element Hotels, 2010a). Element is actively make effort form to minimize the environmental impact stemming from business activities and enhance continual improvement and innovation on practices. As McGuinness (2009) stated that elements efforts slightly green are spacious for the Earth and great for our guests.Element endeavors to launch green initiatives to diminish the operation cost as well as expend the market share by building up a reputable green image. The planning of green initiatives at Element are categorized into Reducing, Reusing and recycle (Element Hotels, 2010a). At Element, departmental managers are participated in environmental management planning in order to fulfill different rang e of needs within each department, and establish a realistic and effective plan on environmental management. The author agrees that an accessible plan is essentials to provide employee a better understanding thus to take action right following the proposed planning. In the planning process, the author mentioned the planning will establish an assessable organizational goal. The reducing, reusing, and recycling planning could help the hotel to achieve the hotels strategy which is to develop the green philosophy to the employees and customers. In the next section, the operations will be discovered in order to complete Elements planning.Implementation and OperationElement hotels take a leak high marks from U.S. Building Green Council (USBGC, 2010), that indicates the significance of its variety of cost-effective green principle on the improvement of environmental sustainability. Element have launched a responsible business program to staff on seeking feedback. As Potts, Christenbury Wolak (1994 41) mentioned that The hotel staffs are a key source of information, their input and suggestions for improvement are critical to implementation of a good plan. Feedback can make certain the inaccuracy and errors to be corrected before problem arise once again (Lancaster and Stanhope, 2004). Moreover, meeting holds in a regular basis in order to maintain staff awareness of the implemented environmental program at Element. The author suggests that social activities such as picnics and hikes or competition can be organized to encourage motivation and enhance communication within the workforce. Management can allow people to take ownership of certain project also a means of motivation. In addition, suggestion boxes and reward staff for success in terms of introducing and educating the guest with on-site green initiatives. At Element hotel, a module on its comprehensive environmental policy is en-compassing in staff induction and also refresher training. Adequate Training is important to endow the staffs with necessary tools in order to maximize the benefits to staff member (Remenyi, 2007).Reduced water consumptionAccording to Green Lodging News (2008), Element efficiency features saving 942,000 gallons of water per guest dwell every year through the adoption of water conservation measures. Element implemented colour water system which is any wastewater has been used within the property except toilet water can be re-used for watering plants and toilet water through filtering treatment. Dual-Flush toilet is installed in all guest room and public area that helps to lower water consumption up to 67%. Low coalesce shower heads and water-efficient faucet aerators also means to conserve water, all dramatically increase the efficiency and ease the commit of water supplies while giving the guest a great experience.Reduced energy consumption and carbon emissionsElement conserve energy by launching energy conservation measures en-compassing an environmental f riendly lighting system throughout the property supported by compact fluorescent light (CFL) and Light-emitting diode (LED), Energy-Star labeled appliances in each guest room and high efficiency ventilating and conditioning system. And the roof top is equipped with solar reflect panal that reflect heat from the sun so as to ease the burden on hotel air conditioning systems. Element also encourages the development of renewable energy technology through purchasing credits of renewable energy to invent partial electricity consumption. According to Element Hotels (2010), 35% of the used electricity comes from renewable sources such as wind power at Element Hotel. Recycling by Element hotel is estimated to have already conserved enough energy to supply approximately 9 million households in United States (Press Release, 2008a).Improved indoor environmental quality measuresElement hotel is in partnership with EcoLab for the implementation of Green Housecleaning practices, to encourage usi ng environmental friendly cleaning products and facilitate day-lighting throughout the property by installing oversized window in every guest room (Green Lodging News, 2008). Smoking is strictly prohibited in and around the property to ensure good air quality. Furthermore, element hotel applies low Volatile Organic Compunds paints and carpets made of 100% recyclable materials. Traditional Do Not incommode sign paper tag is replaced by the environmental friendly magnet (Press Release, 2008).Execution of waste management and RecyclingAt Element hotel, pa