Sustainable Hotels Earn Higher Guest Ratings. The Center for Hospitality Research Monday, 7th April 2014
Hotels that have earned the ISO 14001 certification had higher guest satisfaction scores than those with no such certification.
The study, which surveyed guests at 6,850 hotels in Spain, found that 4-star hotels particularly benefited from higher guest satisfaction scores when they held the ISO environmental management certification.
"This is one of several studies that indicate clear benefits from eco-certification, and one of these benefits seems to involve improved operations," said Verma. "In this study, we see that guests do appreciate those operating improvements. This is especially true for upscale hotels, where certification boosted guest ratings significantly."
The ISO 14001 standard, which can apply to any business, specifies a path for continuous improvement and control of a firm's environmental performance.
The Spanish study found that the guests gave significantly higher satisfaction ratings to 4-star hotels that met the ISO 14001 standard than to their non-certified competitors. On the other hand, guest rating differences relating to certification in 5- and 3-star hotels were muted.
Thus, the results imply that acquiring ISO 14001 certification may give upscale hotels a distinctive asset that leads them to a competitive advantage over similar non-certified properties. On the other hand, in 5- and 3-star properties, it appears guests are focused on other factors when they make their satisfaction ratings.
About The Center for Hospitality Research A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. To learn more about the center and its projects, visit www.chr.cornell.edu
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