Guide to Sustainable Meetings for Hotels

Learn eco-friendly best practices in an era of safe meetings and events

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 Table of Contents
Introduction Promoting Safety and Sustainability
to Event Professionals
Why Go Green? The Case for Sustainability in a
Safer Meetings Era • The hotel perspective:
Hilton’s LightStay, EventReady, and Meet with Purpose
• The importance of going green • Tips for how to share your sustainability story
• Appeal to a wider audience with the UN Sustainable • Position yourself as the ideal sustainable event partner
Development Goals
• Showcase sustainable — and safer — meetings
• What planners look for in a sustainable venue partner
• Inform guests and get them involved
• The supplier perspective: Preferred Hotels & Resorts and
Beyond Green Travel • Create a dedicated section of your website or Cvent
microsite
• Takeaways and Resources
• Publish case studies, green meeting guides, checklists, and tip
Creating Sustainable – and Safer sheets
– Meetings and Events • Leverage social media to tell your story
• The hotel perspective: Portola Hotel & Spa’s Reduced Waste • Support sustainable initiatives in your local community
Conference Program • Takeaways and Resources
• Sustainability in an era of safer meetings
Closing Takeaways for Sustainable Events
• Tips to make meetings and events more sustainable
• Takeaways and Resources Contributors

Using this ebook

Return to Return to
Table of Contents Chapter Introduction
m l
 Introduction

Supplier Tip: 15 Meeting and

Event Trends You Need to Know
for 2021 covers everything from
sustainability to increased health
and safety support.

Introduction
Before COVID-19, sustainability was the emerging topic on the minds Sustainability and safety are two critical elements of meetings and
of event professionals and event attendees. A PromoLeaf February events as we move past the influence of the pandemic. To meet the
2020 survey of event attendees conducted by Censuswide found that needs of event professionals, suppliers can help them craft responsible
85% of respondents prefer or strongly prefer attending conferences meetings that take both safety precautions and the environment into
with sustainable practices. consideration.

Then the pandemic hit and the world stopped. Now as we approach We compiled this guide with actionable tips and real-life examples
recovery, event professionals, event attendees, and travelers are of how hotels can operate more sustainably and accommodate
picking up where they left off. They’re more conscious than ever of how green meetings in a world with COVID-19 restrictions. For an inside
their choices affect the world around them, and they’re increasingly perspective, we interview sustainable event consultants and hotels that
concerned about the impact they have on the environment. According put sustainability at the forefront. Learn how to operate sustainably
to a Publicis Sapient survey, 58% of consumers say that the pandemic and support responsible meetings, how to promote safety and
has caused them to think more about the environment. sustainability to planners, and why sustainability matters — even now.

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 Rate this ebook

Why Go Green? The Case for

chapter

1
Sustainability in a Safer Meetings Era In this chapter, we cover:
Meetings and events create tons of waste — literally. According to
• The importance of going green
MeetGreen, the typical conference attendee produces 2.6 pounds of
landfill waste per day. For a 1,000-person, 3-day event, that translates • Appeal to a wider audience with the UN Sustainable
into the weight of 2.6 compact cars — or 7,672 pounds. That waste Development Goals
comes in the form of food (including packaging and materials), banners
• What planners look for in a sustainable venue partner
and signage, badges, tabletops, packing materials — the list goes on
and on. All that waste has a negative impact on the environment. • The hotel perspective: Preferred Hotels & Resorts and Beyond
Green Travel
Sustainability isn’t just a benefit for your business and the environment
— it’s about the bigger picture of operating more responsibly, aligning • Takeaways and resources
yourself with the values of today’s consumers, and contributing to the
overall health of your clients and the environment.

According to a Publicis Sapient Survey, 73% of consumers are taking

note of brands that are making a difference during COVID-19. Katie Supplier Tip: 58% of consumers
Fallon, EVP of Corporate Affairs at Hilton, noted in The Future of Travel
& Tourism in the Wake of COVID-19 report that “greater scrutiny are thinking more about the
on the sector, including from an ESG perspective, for climate and
destination stewardship post COVID-19 is expected, and we will
environment since COVID-19, so
welcome it. The sector has a very important role to play in mitigating be sure to highlight the ecological
climate risk on travel destinations globally, and we will need to work
together to ensure that as we reinvent a lot of our businesses, we keep benefits of staying at your hotel.
sustainability front and center.”

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 Chapter 1: Why Go Green? The Case for Sustainability in a Safer Meetings Era

The importance of going green

Sustainability is not just a passing trend — it’s here to stay
During COVID-19, the United Nations conducted the largest-ever
survey of public opinion on climate change. The survey spanned over
1.2 million people from 50 countries representing over half of the
world’s population. Of those surveyed, 64% responded that climate
change is a global emergency — even during the pandemic.

A January 2021 survey of travelers commissioned by IHG Hotels &

Resorts found that more than half of respondents said COVID-19 has
made them more socially and environmentally conscious about their
impact on the world when traveling. For younger Americans, that
number is higher, at 78%.

Supplier Tip: COVID-19 has also made

“In four to five years’ time, if you’re not doing [sustainability] you won’t
consumers more aware of the value have a business. You need to embrace this right now,” said John Kelly,
of nature and wildlife, and the need to Senior Director, Marketing EMEA BCD Meetings & Events, speaking in
a Cvent podcast. “The next generation of workers want to be engaged
steward these resources. This could lead to with businesses like this. Your clients expect this. Your competitors are

a rise in eco-tourism, so consider how you already doing it…It will set you apart from the crowd if you start doing it
now.”
can offer guests a personal or hands-on The same IHG survey found that globally, 82% of adults are committed
experience with local nature. to maintaining their sustainability habits when they travel, like recycling
and minimizing food waste. And, they’d be willing to spend an average
of 31% more on accommodation they know operates sustainably.

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 Chapter 1: Why Go Green? The Case for Sustainability in a Safer Meetings Era

Sustainability is a multigenerational issue

Millennials and Gen Z are especially driving the
conversation, often choosing to use — or work
for — companies with sustainable business
practices. In their Global Millennial Survey 2020,
Deloitte compiled responses from two surveys
— one conducted pre-pandemic and another
after COVID-19 had emerged. In both surveys,
protecting the environment and healthcare/
disease prevention were top concerns: “If anyone
doubted the importance of protecting the Earth
to these generations, the fact it was ranked as
a top concern both before and during a global
health and economic crisis demonstrates where
their priorities lie.”

But it’s not just millennials who want to do

business with sustainable companies. “People buy
from people who share their values,” said Nicola
Stopps, CEO of Simply Sustainable, at Cvent
CONNECT Europe 2019. According to the 2018
Porter Novelli/Cone study on company purpose,
Americans prioritize companies that advocate for
issues (81%), protect the environment (79%), and
give back to important causes (73%),

These consumers and travelers include the

planners, event attendees, and business travelers
your hotel wants to attract. Planners are looking
Supplier Tip: Cvent’s podcast How Great
for hotels that are operating sustainably and
embody these values because their companies Events Happen: Sustainable is Attainable
and event attendees prioritize it, too.
shares tips for how to be a more eco-
friendly event partner.
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 Chapter 1: Why Go Green? The Case for Sustainability in a Safer Meetings Era

Sustainability can lower costs over time

Sustainability doesn’t have to be at odds with providing an amazing That’s been the case for MeetGreen, a conference and event
event and maintaining costs. Whether it’s to save water, limit energy use, management company and sustainability consulting firm founded in
or reduce or recycle waste — sustainability can lower costs over time. 1994. Since MeetGreen started measuring its efforts in 2008, it has
saved clients between $5.3 million and $7 million.
With sustainability still being a prominent issue among consumers,
says Nicola Stopps, CEO of Simply Sustainable, at Cvent CONNECT “Sustainability makes sense on so many levels for hotels and event
Europe 2019, “If you’re not responding to your stakeholders, your venues,” says Nancy J. Zavada, CMP, founder and president of
customers, your clients, your employees on sustainability now, it’s MeetGreen. “Sustainable initiatives such as environmentally efficient
going to cost you money now. It’s much more cost-effective to tackle HVAC systems and water-saving fixtures save money on building
sustainability now.” While it may cost more upfront, there is gradual, operating costs and also reduce an event’s environmental footprint.”
long-term return.

Supplier Tip: Drive growth

by aligning to sustainability,
and develop KPIs to
measure and report your
success. EY Global talks
more about the benefits.

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 Chapter 1: Why Go Green? The Case for Sustainability in a Safer Meetings Era

Appeal to a wider audience with the UN

Sustainable Development Goals
In an article for Hospitality Net, Lisa Xie, École Hôtelière de Lausanne Supplier Tip: Planners are looking for
Alumna currently working at UNESCO, wrote that as consumers
become more aware of sustainable issues, the demand for sustainable innovative venues and SDG-friendly
venues and hotels will rise. Aligning your hotel with the United Nations
Sustainable Development Goals (SDGs), writes Xie, can help drive
locations. PCMA gives more insight
growth, appeal to a wider audience, and save money in the long-term. into what planners want when it comes
Hotels and event venues should take note of these goals because to sustainable events.
companies and event professionals — your clients — are
implementing them into their own business plans. Twenty-eight
companies — including Hewlett Packard Enterprise, Levi Strauss &
Co., and AstraZeneca — have committed to even more ambitious
climate targets than what is outlined in the SDGs. Other companies How major hotel brands are implementing the UN’s
like Kimberly-Clark, jetBlue, and Nike have plans for how they will Sustainable Development Goals
contribute to the SDGs. When these companies — and others — look For industry examples on the SDGs in action, look to Accor, Marriott,
for event venues and hotels, they’ll have a mind toward ones that also and Hilton.
prioritize and align with these goals.
In 2011, Accor launched “Planet 21,” aligning with 10 of the SDGs. As
Review the UN’s Sustainable Development Goals and consider how part of this effort, they’ve committed to putting 1,000 urban gardens
your hotel or venue can contribute to this global call to action. on their hotel grounds or roofs and terraces. The food will be featured
It doesn’t need to be a huge undertaking or an overhaul of your in the restaurant menus in dishes, cocktails, and herbal teas.
entire strategy — empowering your employees to volunteer in the
community, committing to planting trees, or ramping up your recycling Marriott has taken on the SDGs with its Serve 360 initiative and 2025
and composting efforts are smaller ways you can contribute to a more Sustainability and Social Impact Goals. Through a detailed yearly
sustainable world. report, Marriott provides transparency into each of its property’s efforts.

“When companies focus on a purpose that is rooted in creating Hilton’s Travel with Purpose 2030 Goals strive to cut their
value for others, improving the world we live in, and inspiring the environmental footprint in half and double their investment in social
organization at all levels, they may increase their ability to drive profits impact. Since 2008, Hilton has reduced water consumption by 22%,
and create sustainable value,” reported Ernst & Young, one of the Big waste output by 32%, and energy consumption by 22%. All of their
Four accounting firms. properties worldwide are certified to ISO 50001 (Energy Management).

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Julia Spangler
Owner, Ecosystem Events

What planners look for in a sustainable venue partner

Through her sustainable event and consulting service Ecosystem Events,
owner Julia Spangler has helped planners divert thousands of pounds of food
and other waste from landfills. We asked her to share her insights into how
hotels can be responsible event partners — even during a pandemic and while
under budgetary constraints.

Q: For hotels that might not have the budget to pursue LEED certification,
what other kinds of things can they do to reduce their carbon footprint and
attract planners interested in sustainable events?

Julia Spangler: One low-hanging thing hotels can do is contact their energy
utility and inquire about renewable power options. Many utilities offer an
optional green power program, where customers can pay a small premium on
their energy bill to have some or all of their energy sourced from renewable
methods. Find out if such an option is available to your hotel, and if so,
consider opting in for 100% of your energy use, or at a minimum, offering
planners the option to choose renewable energy for the duration of their
event. You can also search for renewable energy providers nationwide at
Green-e.org, a third-party certifier of renewable energy.

Another great thing hotels can do is begin to measure the results of any
existing green practices you have in place. Having results to share with
planners will set you apart from venues that make green claims but can’t
demonstrate their impact. For example, if you have a recycling program,
Supplier Tip: Find renewable energy
work with your recycling and trash partners to calculate the recycling rate for providers and certified carbon
your hotel — then set a goal to increase it. Being able to share your current
performance, and having a goal to improve, will give you credibility with
offsets through Green-e.org.
sustainability-minded planners.

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The supplier perspective: Preferred Hotels &

Amy Butterfield Resorts and Beyond Green Travel
Senior Vice President, Group Sales
Preferred Hotels & Resorts In February 2020, Preferred Hotel Group acquired Beyond Green
Travel, a company specializing in sustainable tourism services and
consulting, and in November 2020 launched Beyond Green. This new
hospitality brand focuses on “environmentally friendly practices that
Costas Christ go beyond the basics; protection of natural and cultural heritage;
Brand Leader of Beyond Green and and contributing to the social and economic wellbeing of local
President of Beyond Green Travel communities.” We spoke with Amy Butterfield, Senior Vice President,
Group Sales, Preferred Hotels & Resorts and Costas Christ, Brand
Leader of Beyond Green and President of Beyond Green Travel for
their take on sustainability in meetings and events.

Q: Pre-pandemic, sustainability was a focus for the hospitality and

events industries. Do planners and travelers still have an interest in
being green in a world changed by COVID-19 or have their desires
shifted?

Amy Butterfield: We absolutely would say that travelers and planners

still have an interest in being green, and in fact anticipate an increase
in demand for destinations and hotels that prioritize a commitment
to protecting the planet. It’s safe to say that 2020 motivated all people
to consider their health, community, and environment in a more

Supplier Tip: LEED certification profound way, leaving humanity with a new sense of responsibility for
taking care of the world that surrounds us.
isn’t the only option. Use this Looking ahead, we foresee a heightened awareness of caring for
table for identifying other people and protecting the planet, which will also become increasingly
important in how people make their travel decisions. As we consider
credentials for verifying your planners, they are looking to leisure travelers to dictate their planning
patterns. So as leisure travelers seek properties that champion and
sustainable practices. embrace sustainability, planners will ensure those hotels and resorts
remain center stage.

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Q: What tips do you have for hotels who want to be

more green and host sustainable events while still
adhering to COVID-19 safety precautions?

Costas Christ: There is a lot that Beyond Green Travel

does to help meeting planners and hotels develop
top-level sustainable events, which includes providing a
menu of sustainable event options that can be shared
with clients to select from. Three basic and important
steps that an event planner or hotel can and should do
to make their events more sustainable include:

1. Ditch the plastic water bottles: Provide all

attendees with a refillable steel or aluminum
beverage container, ideally insulated for hot or cold
beverages. Also make sure the event registration
bag itself, if there is one included, is made from
recycled and/or biodegradable materials. There are
Supplier Tip: Provide facemasks unique
plenty of creative options in this regard, and it is a to your hotel, location, or the event — it’s
great way to increase brand awareness after the
event because attendees can use these items when a great opportunity to offer guests and
they are out and about. attendees a memorable amenity that they
2. Provide biodegradable post-consumer waste paper can reuse instead of disposable PPE.
cups for both hot and cold beverage area. Also
provide water pitchers at event tables and water
coolers in event areas where guests can refill their
water containers or utilize paper recyclable “coffee”
cups for beverages.

3. Remove all single-use plastic utensils for food, and

instead — if metal cutlery isn’t available — offer
single-use utensils made from biodegradable
banana, corn, or potato starch and/or recycled post-
consumer paper plates and napkins.

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Takeaways Resources
• Consumers are taking note of companies that are making a • The Environmental Footprint of an Event (MeetGreen infographic)
difference during COVID-19, and they’re more aware of how their
• The Need for Sustainable Practices in Conference Planning
choices affect the environment and those around them. When
(Promoleaf survey)
event professionals, event attendees, and travelers look for event
venues and hotels, they’ll have a mind toward ones that also • How Great Events Happen: Sustainable is Attainable (Cvent
prioritize and align with their safety and sustainability goals. podcast)

• Promote your sustainable best practices to planners and publish • To Recovery & Beyond: The Future of Travel & Tourism in the Wake
the impact of your policies. This will set you apart from other of COVID-19 (World Travel & Tourism Council)
venues that make green claims but don’t have the data to back it
up. • IHG Hotels & Resorts Reveals Guests’ Growing Passion to Travel
Better
• See where your hotel has the capacity to support the Sustainable
Development Goals. This will help you stand out to planners whose • Sustainability in Events: The Growing Need to “Go Green” (Cvent
own companies have sustainability goals and requirements. It will CONNECT Europe)
also show that your hotel is tapped into the industry and consumer
• Booking.com 2019 Sustainable Travel Report
trends.
• Green Venue Tips: Save Money and the Environment (Cvent blog)

• United Nations Sustainable Development Goals

• LEED certification: Why LEED (U.S. Green Building Council)

Rate this ebook • Green Building Rating and Certification Systems (Whole Building
Design Guide)

• Green-e certified renewable energy and carbon offset products

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 Rate this ebook

Creating Sustainable
chapter

2
– and Safer – Meetings and Events
Heightened safety concerns and an increased awareness of how In this chapter, we cover:
our behavior affects those around us and the planet are a few of
• The hotel perspective: Portola Hotel & Spa’s Reduced Waste
the lessons that derived from living during a pandemic. A May 2020
Conference Program
survey of residents in Brazil and Portugal found that the impact of the
COVID-19 pandemic had great influence on sustainable consumption, • Sustainability in an era of safer meetings
environmental awareness, and social responsibility.
• Tips to make meetings and events more sustainable
In a July 2020 survey of Amsterdam residents, 24% reported an
increased interest in sustainability, as compared to the start of the • Takeaways and resources
pandemic: “Many respondents said that the pandemic had been a
‘wake-up call’, prompting the realization that we, as global citizens,
should take better care of the environment and each other.” Data
released by NASA indicates that pollution in some of the epicenters of
COVID-19 has been reduced by up to 30%, likely a cause of reduction
in vehicle emissions and the new way of life brought about by the
pandemic.
Supplier Tip: Planners and attendees want
Expectations of safety and an increased interest in sustainability have
migrated into the meetings and events world, and have manifested sustainability during the event, but also in their
in the desire for more responsible meetings. In a survey by PCMA
hotel stay. Check out these sustainable hotel
Convene editors in April 2020, suppliers said that if given the chance
to rethink their strategy or role as it relates to the business events ideas for 25 ways to go green.
industry, they would refocus on environmental sustainability services
and helping planners and event organizers to understand the supplier
costs and impact that live events have.

Hotels can demonstrate dedication to responsible meetings through

operating a more sustainable hotel in general and offering greener
meeting options, while still adhering to safety measures.

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Terri D’Ayon Joyce

Director of Sales
Portola Hotel & Spa at Monterey Bay

The hotel perspective: Portola Hotel & Spa’s

Reduced Waste Conference Program
Portola Hotel & Spa at Monterey Bay in California is an LEED-certified
venue dedicated to conserving environmental resources and
supporting local and national environmental programs. We sat down
with Terri D’Ayon Joyce, Director of Sales, Portola Hotel & Spa, to
discuss the hotel’s Reduced Waste Conference Program and tips for
hosting safer and sustainable meetings.

Q: Pre-pandemic, sustainability was a focus for the hospitality and green initiatives and still maintain our commitment to delivering on the
events industries. Do planners and travelers still have an interest in highest protocols for the safety and comfort of our guests. Perhaps
being green in a world changed by COVID-19 or have their desires a more current state of expression and impact to being completely
shifted? green during COVID-19 would be “environmentally friendly.”

Terri D’Ayon Joyce: While sustainability continues to be of significance In pre-pandemic times, planners and travelers were accustomed
to Portola, safety is the current and primary focus of our meeting to using the appropriate receptacles between recycled items and
planners booking conferences for the next two years. As such, this trash. With COVID-19 necessitating the need for more individualized
shift has given us pause to how we continue to uphold our important packaging and larger conferences typically reliant on buffets, there
are time efficient ways to achieve the look and feel of a creative
buffet setup while keeping the waste to a minimum; or at the very
least, provide a more environmentally friendly event. Buffets have
Supplier Tip: Rather than focusing on going been replaced by plated meals or individual servings, but may also
completely green during a safer meetings be achieved through the addition of a food service attendant at
each station serving food items. Use of recycled to-go products for
era, try to be more environmentally friendly restaurants and catered events, petroleum free hand sanitizers,
by recycling, using petroleum-free hand composting food scraps, Zoom calls replacing the need for air travel,
regional meetings replacing national meetings: These are all viable as
sanitizers, and composting food scraps. we pivot into post COVID-19 and adopt a reduced waste era.

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Q: What tips do you have for hotels who want to be more green Q: For hotels that might not have the budget to pursue LEED
and host sustainable events while still adhering to COVID safety certification, what other kinds of things can they do to reduce their
precautions? carbon footprint and attract planners interested in sustainable
events?
TDJ: Use your resources to educate the entire team and the attendees,
not just the Catering, Banquet, Culinary, and Conference Service teams. TDJ: Hotels don’t need to be LEED certified to make their mark on a
Successful sustainable events require buy in from each individual. carbon footprint. It starts with passionate volunteers from the heart
People feel good about doing the right thing. and face of the hotel who share the common goal of wanting to make
a difference within the community, our shores, and the earth.
• Use recyclable materials for disposable items; request and support
packaging that is recycled. The Portola launched a GREEN LEEDERS committee and appointed
a committee Chair and Co-Chair to coordinate volunteer efforts.
• Creatively design meal presentations using “jarcuterie” or washable
We conducted bi-monthly beach clean ups by adopting nearby Del
glass containers and use fewer containers.
Monte Beach and measuring and weighing the waste and recyclables
• Provide reusable water bottles for attendees to carry for the collected. This information was recorded and shared with all
duration of the meeting(s). employees to raise awareness. It also provided for great team building
and a photo opportunity. In addition to recycle and waste collections,
• Convert printed materials into event apps. Send post conference the volunteers participated in gleaning harvested fields in nearby
links to all attendees. Salinas Valley. Our team also started a Ten at 10, on a weekly basis.
Buckets and gloves were provided to participants who collected trash,
• Utilize digital signage and monitors to present information to
cigarette butts, etc. from the surrounding plaza of the hotel. This allows
attendees. Send links of presentations to all attendees, post
for fresh air, a little exercise, and camaraderie across departments.
conference.
Our sales team joined GMIC (Green Meetings Industry Council) and
attended collaborative meetings for educational ideas and information
on best industry practices. Purchasing carbon offsets is also an option
Supplier Tip: Providing low and your hotel has a lot of choices. Carbon offsets compensate for
carbon menu options and using your emissions by canceling out greenhouse gas emissions somewhere
else in the world. The money you pay to buy offsets supports programs
digital signage to reduce paper designed to reduce emissions. Those might include projects to develop

are a few ways to shrink an renewable energy, capture methane from landfills or livestock, or
distribute cleaner cooking stoves.
event’s carbon footprint.

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Q: What makes Portola Hotel & Spa stand out from other sustainable Reduced Waste Conferences begin with education: education of the
hotels? Are there any particular unique green initiatives you’ve Portola team who serve the conference, education of the meeting
undertaken that have had an impact on your community? planner(s) authorizing the partner commitment to an RWC, and
education of the attendees in order to maximize their best results.
TDJ: Portola Hotel & Spa launched Reduced Waste Meetings in 2019.
Portola Hotel & Spa defines a Reduced Waste Conference (RWC) as A successful Reduced Waste Conference requires a commitment
a meeting or event with a collective effort between the hotel and the between the Portola Hotel, the meeting planners, and attendees of this
conference attendees to divert waste from the landfill by executing conference. Messaging is a critical component to our communication
sustainably conscious efforts and initiatives for groups up to 500. with attendees. We utilize Cvent Passkey as an effective channel of
Due to the pre- and post-meeting needs between the planner, the communication to the conference attendees registered at Portola. In
attendees, and Portola Hotel, we are only able to cover Reduced Waste addition to our personal introduction informing attendees they are
Conferences for self-contained meetings at this time, meaning we participating in a Reduced Waste Conference, we explain what their
do not measure results for meetings with the Monterey Conference participation means.
Center space.

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• Source organic and sustainable ingredients from local farmers and

vendors throughout Monterey County

• China, glassware, and silverware replacing the use of to-go cups

• Compost pre- and post-consumer waste

• Separate recyclable and compostable materials to prevent them

from going to the landfill

All guests attending the conference will receive the Reduced Waste
Conference key packet. Operationally, we provide banquet signage.
Banquet staff is assigned to stations to help attendees with recyclable,
compostable, and trash during the conference. Banquet staff must
properly break down all items from tray jacks and deliver trays to the
Kitchen Waste Diversion, which is set up behind the scenes. All waste
is separated and sorted by trash, food waste, aluminum, carboard, and
plastics. Each item is logged in a tracking sheet.

Housekeeping is equally important to this reduced waste effort. Staff

breaks down recyclable, composted, and trash from ten designated
guest rooms daily. Weighed waste and recyclables are submitted
to Catering at the end of stay. We also track guests who opt out of
housekeeping service.

Within 48 hours of the conclusion of the event, our Catering Manager

provides the client with an overview of waste diversion and product
sourcing. This includes a tracking sheet with final numbers, a Carbon
Footprint Analysis, and a farm map indicating where we sourced our
ingredients from.
“This trend is growing in popularity.
This trend is growing in popularity. Corporations and organizations
look for ways they can make a difference with a sustainable conference
Corporations and organizations look for
and Portola is delighted to partner with our clients through this ways they can make a difference with a
initiative. sustainable conference.”
– Terri D’Ayon Joyce, Director of Sales, Portola Hotel & Spa

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Sustainability in an era of safer meetings

Implementing sustainable practices does not have to be at odds with
hosting safer meetings during a pandemic. It takes educating yourself
and the planner about what is possible, and reassuring the safety of
your sustainable practices.

Lou Marrocco, founder of Brandywine Events, sat down with us in our

podcast, How Great Events Happen, to discuss sustainability during
a pandemic. His company promotes sustainability and zero waste,
budget-conscious events.

Marrocco noted that a “safe meeting” doesn’t have to mean single-use,

disposable items. Touchless water dispensers in lieu of plastic water
bottles and bento boxes of appetizers are some alternative serving
options. Dishwashers also produce high enough temperatures to kill
germs, said Marrocco, so there is no need for using plastic dinnerware.
Providing QR codes for menus and schedules instead of having
printouts is also an easy way to save paper and be more hygienic.

Julia Spangler, owner of Ecosystem Events, had some tips for us about
green event practices during COVID-19. We asked her a few questions
about sustainability in an era of safer meetings:

Pre-pandemic, sustainability was a focus for the hospitality and

events industries. Are planners today still interested in sustainable
events or have their priorities shifted? Will any pre-pandemic green
Supplier Tip: Touchless water and sustainable practices need to change as a result of COVID-19 and
dispensers, bento boxes for appetizers, safety concerns?

and QR codes for menus and printouts Julia Spangler: Planners are still interested in sustainability. Event
professionals have continued to enroll in educational programs about
are a few tips for sustainable events sustainability throughout the pandemic. However, some planners
covered in the Cvent podcast, How have made assumptions or been misinformed about what sustainable
practices are possible during the pandemic.
Great Events Happen.

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One green event practice that needs to be adapted slightly amid the pandemic is the self-
serve beverage station. Hotels should switch to staffed beverage stations where a masked
staff member operates the dispensers or pitchers, so you don’t have lots of people
touching those surfaces. Refilling glasses and water bottles is still safe, as long as the
beverage station staff are trained to follow a no-contact refill process where a few-
inch gap is maintained between the vessel being filled and the dispenser or pitcher.
Staff should also not handle any glasses or bottles that have been used by guests
— guests should hold their own vessel while it is being refilled.

What tips do you have for hotels who want to be more green and host
sustainable events while still adhering to COVID-19 safety precautions?

JS: Check out trusted resources for information about what sustainable
practices make the most impact (Project Drawdown is a great free resource
for this information).

Hotels should become experts in concerns planners may have about

reusable dishware and glassware. Venues with in-house catering
operations have a huge opportunity to prevent one of the biggest
sources of event waste by reassuring planners that reusable
dishware and glassware are safe, instead of pivoting unnecessarily
to disposables. The Sustainable Event Alliance has published a
comprehensive best practices guide for safely implementing
reusable serviceware at events and venues. This thoroughly- Supplier Tip: Reduce waste
researched guide should be required reading for all hotels
and caterers who want to confidently and safely provide by reassuring planners your
reusable dishware.
reusable dishware is safe with
these best practices from
Sustainable Event Alliance.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Tips to make meetings and events more sustainable transportation, energy use in venues, and meals. According to
MeetGreen, air travel is the largest contributing factor to an event’s
When evaluating a sustainable event venue, different planners will look carbon footprint, coming in at 70%. Eight percent is guest room energy
for different things, depending on their needs and goals. The following and 4% is venue energy — which will be even lower for energy efficient
sections outline various ways hotels can operate more sustainably, or green venues. Meals account for 3%, and 10% is car travel and 4% is
support responsible and safer meetings, and attract planners, event train travel — which can be offset by shuttle or carpool programs.
attendees, and travelers who are looking for a sustainable stay.
For hotels that want the details of how to measure their carbon
Reduce the event carbon footprint footprint, Sustainable Hospitality Alliance’s Hotel Carbon Measurement
The term “carbon footprint” often arises when discussing sustainability Initiative is a methodology tool to determine the carbon footprint of
of an event, a business, or a building, for example. Carbon footprint hotel stays and meetings.
refers to the total amount of greenhouse gases produced by our
actions. A 2018 Green Lodging Trends Report found that nearly half Compensate for emissions with carbon offsetting
(49%) of hotels measure their property’s carbon footprint. “Carbon offsetting” means estimating your carbon dioxide emissions
and then compensating for your carbon footprint by investing in
Hoteliers play a key role in helping planners reduce their event carbon renewable energy developments that create a net positive benefit
footprint. A few ways to do this are by implementing green and energy for the environment. Some examples are wind energy projects and
efficient practices like composting and recycling on-site, obtaining agricultural and waste management projects to reduce methane.
green credentials, donating leftover food and event items, using locally
sourced food, and connecting attendees to public transportation or In a Booking.com survey, 56% of respondents said they would choose
shuttles. We’ll talk more about these later in the chapter. to offset the carbon footprint of their vacation accommodation if
there was an option to do so. Hotels can assist planners and guests
In order to shrink your carbon footprint, you first have to measure the by offering consultation services and helping them to estimate their
typical footprint of an average conference and average conference event’s carbon footprint. Then, give them the option to invest in their
attendee. The main sources of an event’s carbon footprint are own carbon offsetting initiative with verified organizations.

Supplier Tip: Calculate the carbon footprint of hotel stays and meetings at
your property with this free tool from Sustainable Hospitality Alliance.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Connect attendees to eco-friendly transportation

Travel can account for up to 80% of an event’s carbon dioxide emissions.
Since air travel has a large impact on the environment, planners will Supplier Tip: Offer bike storage or bike sharing
likely look for venues that can provide more ecologically-conscious and highlight your hotel’s proximity to nearby
methods of transportation once onsite. If your venue is accessible to
public transportation, highlight that on your website. Or, partner with a attractions or points of interest that are within
public transportation provider to offer reduced rates on fares for event walking distance. As events and travel resume,
attendees. Once COVID-19 has waned, carpooling and a shuttle bus people may be more comfortable with these
service will again become viable options for shared transportation.
transportation options in the wake of COVID-19.
Consider providing electric car charging stations, or connecting
attendees with hybrid or electric cars. Let planners know if your hotel
is close to bike sharing options, or if it is walking distance to nearby
Because of the pandemic, recycling is even more crucial. “Right now,
attractions and convention centers. Globally, nearly seventy percent
there is a critical need for raw materials in the manufacturing supply
(69.2%) of hotels provide bike storage, subsidized public transportation
chain, especially paper and cardboard,” EPA administrator Andrew
passes, shuttle buses, and parking for low emission vehicles. About 48%
Wheeler said in a statement. “Business closures and limited operations
of hotels in the Americas provide electric vehicle charging stations.
means less recycled material for American manufactures, and we all
Compost and recycle must do our part to recycle more and recycle right to fill this immediate
The U.S. Environmental Protection Agency reports that landfills are the need.” When it comes to events, recycling plastic bags is an easy way
third-largest source of human-related methane emissions in the U.S. — to reduce your carbon footprint and help the supply chain. Think of all
in 2017, they accounted for 14.1% of these emissions. When food waste the errant plastic bags that are left at events — collect them and reuse
is not separated from trash, it can comprise 30-40% of landfill costs. So them or take them to a supermarket to be exchanged or recycled.
while there’s a cost associated with composting, it can also save your
Sustainability in action: large-scale events
hotel money on landfill fees and reduce greenhouse gas emissions.
For an example of sustainability at a large-scale event, take the U.S.
Even with a good composting and recycling program at the venue, a Open. Sustainability is a major initiative of theirs, and in 2018, 97%
mid-sized corporate tradeshow with around 5,000 attendees will still of the waste generated at the tournament was diverted from landfills
go through tons of waste. Recyclables typically make up 35% of the — qualifying it as a zero-landfill event. Some of their green initiatives
total waste, and 21% is organic waste that includes compostables. include composting more than 70 tons of food, locally sourcing
Forty-one percent of waste will still go to landfill. As an example of produce and ingredients, donating leftover food to the community,
composting onsite, 137 Pillars House in Chiang Mai, Thailand, recycles using paper products made of 100% recycled materials, and reducing
over 90 percent of its garden and kitchen waste. It is either composted the amount of waste created. These practices can be implemented
or turned into biochar, which both go right back into the hotel’s by hotels and event venues of any size who are looking to support
gardens and grounds. planners in hosting sustainable meetings.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Reduce waste When it comes to reducing food waste, about 73% of hotels have
Reducing waste in general is another way to lessen an event’s impact food waste prevention strategies. Things like smaller portion sizes,
on the environment. Recycling and composting both help with this, reworking menus to allow for ingredient reuse, and changing the size
but there are preventative behaviors planners and venues can use to of the serving vessels or plates to discourage waste are ways to cut
reduce waste. back on the amount of food that is thrown away or composted. This
report from the Waste and Resources Action Programme (WRAP)
Many hotels have gone the route of eliminating the use of plastic
outlines strategies for food waste prevention and management.
straws and other single-use plastics, which greatly reduces the amount
of waste and plastic that finds its way to the oceans. Items made from Reuse and donate
bamboo or sugarcane, or other compostable types of cutlery, cups, Globally, 40% of hotels donate excess food to community kitchens
containers, and plates are alternative sustainable options for single- or other local programs. Another report found that some convention
use plastics. Marriott International and exhibition centers help event
pledged to replace single-use toiletry organizers donate conference
bottles with large pump dispensers. Supplier Tip: When it comes to waste prevention, materials and donate surplus food
This is “expected to prevent about locally.
500 million tiny bottles annually
the Environmental Protection Agency (EPA)
John Kelly of BCD Meetings &
from going to landfills; that’s about suggests starting off small and targeting one or two
Events suggests helping planners to
1.7 million pounds of plastic, a 30
materials for reduction, and getting all employees facilitate reusing supplies from an
percent annual reduction from
event being held prior to their event,
current amenity plastic usage.” involved in your waste reduction efforts.
and planners share the cost — like
To reduce signage at events to save reusing the A/V kit and the stage set.
paper, venues can offer electronic Or, to assist planners in selecting
options or digital signage. If tactile signs are necessary, venues can local vendors for their supplies instead of flying them in. “It’s a really
connect planners with local printers and vendors to support local simple, really effective way to get around that double impact that some
businesses and reduce transportation costs. Disposable masks and PPE events will cause,” says Kelly.
will continue to be a part of safer meetings for the time being, which
Sustainability in action: donating surplus food
adds up to even more waste. Consider offering reusable masks — some
Terranea Resort in California, for example, partners with Chefs to
hotels are taking this as an opportunity to produce branded, unique,
End Hunger and donates any surplus, unserved food. Through this
high-fashion, or luxury masks as amenities for guests. If disposable PPE
initiative, they’re diverting food from landfills and helping hungry
must be used, look into recycling options like TerraCycle or reducing
families in their local area. The U.S. Department of Agriculture offers
waste in other ways. Sangri-La hotels in Southeast Asia have donated
resources and information for hotels and businesses looking to donate
their used linen to be turned into reusable facemasks — a great
excess food.
example of reusing materials to reduce waste.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Sustainable F&B
Sustainability isn’t only about things like recycling, green credentials,
or reducing waste — it stretches to food and beverage choices, too. A
PromoLeaf February 2020 survey of event attendees found that those
under the age of 34 have a notably strong preference for sustainable
dining practices.

An article from Corporate Event News says a sustainable event menu

starts with knowing the origin of the food you are serving. Local,
seasonal produce is a better environmental choice: It has less distance
to travel from farm to consumer, and since it is in season, it does not
require artificial hothouses in order to grow. A study from Oxford
University and the University of Minnesota found that red meat has the
highest impact on the environment. “Meat-free Mondays” and offering
vegetarian and plant-based options are some ways to create a more
sustainable menu.

Consider also making menus from the previous day’s meals to

cut down on waste and make sure leftover ingredients are used.
Any remaining food can be donated or composted. The Hilton
San Francisco Union Square donated over 2,000 box lunches in
the aftermath of one of their busiest conferences, and the hotel’s
composting program saves around $7,000 per month in landfill fees.

With sustainable F&B, it isn’t just about the type of food, but the
quantity, too. At events, there’s often the “fear of running out of
Supplier Tip: Offering smaller portion
food.” Technology can be used to mitigate this and more accurately
determine how many people will be attending the conference, so the sizes or smaller plates can help reduce
right amount of food can be prepared. the amount of food waste at events. For
Sustainability in action: reducing overproduced meals more on how to create a sustainable
For example, Fairmont Washington, D.C., Georgetown reduced the
number of overproduced meals for conferences and meetings by menu and reduce food waste, read this
opting for by-the-minute prep adjustments instead of the standard 5% resource from Events Industry Council.
event overage.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Utilize the outdoors for rooftop gardens and creating open-air

venue spaces
Supplier Tip: The building blocks of
Venues are using their rooftops and surrounding property to boost
their green potential by planting urban gardens. It’s a practice that a green event are recycling, use of
is growing worldwide — 34% of hotels have greenery planted on the china instead of disposables, and local,
roof. Urban gardens and green spaces reduce AC costs through the
fresh food. Get more green venue tips
cooling effects provided by plants. In addition to the sustainability
factor, creating gardens and appealing outdoor spaces can catch the on the Cvent blog.
attention of planners and attendees who might be more comfortable
participating in outside activities or open-air, socially distant gatherings.
same sustainable practices. And that desire for sustainability doesn’t
These urban gardens aren’t just for energy-saving or event space
stop at the event — they want to have a sustainable stay in-room, too.
purposes — they can be used for growing food locally as well. Growing
food onsite means the food goes straight from the garden to the table. For in-room green practices, hotels can implement a towel reuse
The less distance food has to travel, the lower its environmental impact plan, or only provide linen and towel changes upon request or every
is likely to be. Globally, 42.5% of hotels grow food ingredients, like three days. In the Americas, about 93% of hotels use this kind of
vegetables and herbs, onsite. This practice is higher in the Asia Pacific model. Globally, 51% of hotels give guests the option to opt out of
region, at 61.5%. About 10% of hotels choose to grow their vegetable housekeeping altogether.
gardens on their rooftops.
Some hotels are eliminating plastic PVC keycards and using ones made
Sustainability in action: growing food onsite and creating from paper, wood, or bio-plastics instead. Other hotels allow guests
outdoor spaces to unlock their rooms using their smartphones. Providing recycling
Accor, for example, has goals for increasing the number of urban bins in-room, having water glasses instead of plastic water bottles,
gardens in across their hotels, to shorten the supply chain and help and donating bathroom amenities are other simple ways to be more
to reduce food waste from its restaurants. Fairmont Waterfront in environmentally friendly.
Vancouver has a 2,100 square foot herb garden, located on the third
Sustainability in action: eco-friendly key cards and in-room
floor terrace. The hotel offers rooms with patios that lead directly out
products
to the garden, where they grow over twenty types of herbs, vegetables,
1 Hotel South Beach in Miami Beach, Florida uses reclaimed wood
fruits, and edible blossoms.
key cards, room glasses made from wine bottles, toiletry dispensers
Guestroom green practices in showers, terrariums instead of cut flowers, and hangers made from
Event attendees are interested in attending events with sustainable recycled paper. Inn by the Sea in Cape Elizabeth, Maine uses nontoxic
practices. This matters for your group business because planners and Green Seal products to clean guest rooms, paper key cards, bamboo
attendees will be on the lookout for hotels and venues that mirror the towels, and recycled sheet rock.

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 Chapter 2: Creating Sustainable – and Safer – Meetings and Events

Takeaways • State of Sustainability in the Events Industry Survey 2019 (Events

Industry Council)
• Become an expert in concerns planners may have about the safety
of reusable dishware. Sustainable Event Alliance has guidelines for • Tips for Green Meetings (U.S. Environmental Protection Agency)
how to implement “reusables” consistently and safely. • Green Lodging Trends Report 2018 (Greenview)
• Consider carbon offsetting your own carbon footprint or • Green Venue Report 2018 (Greenview)
connecting planners with verified organizations to help them offset
events held at your venue. • Sustainable Hotel Ideas: 25 Ways to Go Green (Cvent blog)

• Compost food waste whenever possible and reduce waste in • Toolkit to help reduce food waste (Hotel Kitchen, with World
general to save on landfill fees and reduce emissions. Wildlife Fund, American Hotel and Lodging Association, and The
Rockefeller Foundation)
• Help planners to reuse supplies from previous events being held at
your property to reduce the environmental impact of the event. • Sustainable Management of Food (U.S. Environmental Protection
Agency)
• Use local, seasonal produce in menus and reuse ingredients to
reduce waste. • Sustainable Food & Beverage Practices for Meetings and Events
(Events Industry Council)
• Create green spaces and gardens — they’re good for outdoor
event spaces, growing vegetables onsite, and can reduce heat • Information about what sustainable practices have the most impact
throughout the building if they’re located on the rooftop. (Project Drawdown)

• How Great Events Happen: Reopening Strategies & Sustainability at

Resources Live Events (Cvent podcast)
• Tips for sustainable events and venues (MeetGreen)
• How-to Guide for Shrinking Your Event’s Carbon Footprint (Events
• Global Best Practice Guidelines: Reusables’ Hygiene at Events Industry Council)
(Sustainable Event Alliance)
• Food loss and waste, and how to donate food (U.S. Department of
• Free tool for hotels to calculate the carbon footprint of hotel stays Agriculture)
and meetings (Hotel Carbon Measurement Initiative)

• Carbon Offsets — The Basics (MeetGreen)

Rate this ebook

25
 Rate this ebook

Promoting Safety and Sustainability

chapter

3
to Event Professionals
There’s a clear interest in sustainable travel and event venues: The “Driving awareness at the outset with compelling content across
Pinterest 100 — the top searches with sustained, upward growth from our own platforms is important,” writes Dolton. “Informing booking
2019 — highlighted responsible travel and conscious consumption as decisions with information about hotel-specific features; reinforcing
rising trends for 2020. Travelers and event attendees want to stay in how guests can get involved and play a part; demonstrating the bigger
eco-friendly hotels and partner with sustainable event venues, but they picture to show what is being led at group-level; capturing data and
don’t always know which hotels fall under that category: Booking.com feedback…will all allow for further improvement.”
research found that 72% of global travelers say they are not aware of
eco-labels for vacation accommodations. However you choose to tell your sustainability story, make sure that
you tell it — planners and attendees want to know what your hotel is
Catherine Dolton, Vice President Global Corporate Responsibility at doing to help the environment.
InterContinental Hotels Group, noted on Hospitality Net in February
2021 that their business customers are increasingly requesting
information about sustainable accommodation and meeting options
in order to meet their own targets for environmental and social
change. To connect with your customers and make them aware of In this chapter, we cover:
your sustainable initiatives, she suggests taking an easily-digestible,
storytelling approach to sharing information. • The hotel perspective:
Hilton’s LightStay, EventReady, and Meet with Purpose
• Tips for how to share your sustainability story
• Position yourself as the ideal sustainable event partner
• Showcase sustainable — and safer — meetings
• Inform guests and get them involved
• Create a dedicated section of your website or Cvent microsite
• Publish case studies, green meeting guides, checklists, and tip sheets
• Leverage social media to tell your story
• Support sustainable initiatives in your local community
• Takeaways and Resources

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

The hotel perspective: Hilton’s LightStay, Kate Mikesell

Vice President, Global Corporate
EventReady, and Meet with Purpose Responsibility, Hilton
Hilton is committed to cutting its environmental footprint in half
by 2030 — reducing waste across its portfolio, improving water
• Researching or asking about your customers’ goal. This is a
stewardship, and implementing sustainability initiatives in its supply
great way to create an event together that is not only fun and
chain are just a few ways in which Hilton is operating more sustainably.
engaging, but also helps to have a positive impact.
We spoke with Kate Mikesell, Vice President, Global Corporate
Responsibility, Hilton, for more insight into Hilton’s environmental • Leverage industry best practices. At Hilton, we’ve shared a few
initiatives, like LightStay, EventReady and Meet with Purpose. key points in our proprietary EventReady Playbook, which provides
planners with tips and advice on how to make their events more
How do sustainability and green practices benefit hotels?
sustainable.
Kate Mikesell: As we think about venturing out to destinations when
What tips do you have for hotels who want to be more green and
it’s safe to travel, we must work together to reduce the strain it will
host sustainable events while still adhering to COVID-19 safety
have on our environment. This is something our guests recognize, and
precautions?
we are seeing more calls for the travel industry to come together to do
our part in the fight against climate change. KM: As we developed the sustainability elements of the Hilton
EventReady Playbook, we thought a lot about how to protect our
The vast majority of our guests have expressed how important
guests while not forsaking our sustainable efforts. The Playbook
sustainability is to them. When they stay at our hotels, they want to
provides tips on how to limit waste while ensuring safety — and gives
ensure they’re staying at properties that are operating sustainably. At
customers thought starters for simple activities they can incorporate
a high level, we know the success of the hotel industry depends on us
into their event to support the local community.
protecting the beautiful destinations where we operate, so that they
can remain vibrant for generations of travelers to come. We found that often the best place to start is by thinking about waste or
unnecessary items, such as event swag, exhibit furniture, and guest room
How can hotels be the best partner to planners who are looking to
amenities. For example, by converting materials digitally and using mobile
host a sustainable event?
apps, you can limit the use of excess printed items, paper, and pens —
KM: A few different things come to mind including: which often go to waste — and avoid one more physical touch point.

• Having a conversation. Many companies these days have You can take that a step further by thinking about when single-use
corporate responsibility commitments, and some are looking to items, such as plastic water bottles, are actually needed, and consider
their vendors (including their hotel partners) to help them achieve alternatives. For example, we found in some cases a sterilized water
their goals with every interaction. glass with a paper cap will be just as clean, if not cleaner, than that
plastic water bottle.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Supplier Tip: Operating more

sustainably doesn’t have to mean a
huge overhaul of your business. Small
changes, like switching off lights and
fixing leaking taps, can add up to big
savings over the course of a year.

For hotels that might not have the budget to pursue LEED At Hilton, we use a proprietary sustainability management system we
certification, what other kinds of things can they do to reduce their developed called LightStay to closely track our utility consumption
impact on the environment and attract planners interested in across all of our hotels globally, allowing us to measure everything
sustainable events? from the minuscule changes to the big investments.

KM: It’s worth noting the cost of some sustainability related The implementation of LightStay was a major turning point in helping
improvements have decreased in recent years, but there are several Hilton to tangibly illustrate for our business leaders, investors, and
steps that hotels can take to operate more sustainably that can owners how all our actions were adding up to big savings — both in
be implemented with minimal or no budget. While some of these costs and for the environment.
basic steps may seem insignificant on their own, small changes from
I’m also proud to say that 100% of our properties are certified to ISO
switching off lights to fixing leaking taps all add up and can save hotels
50001 (Energy Management System), giving us the largest certified
thousands of dollars every year.
portfolio in the world.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Tell us more about LightStay and Meet with Purpose.

KM: Since we began tracking our environmental performance through

LightStay in 2008, we have reduced our carbon emissions by 36
percent, waste by 44 percent, and water by 22 percent across our
managed hotels. We also estimate that through these reductions, our
hotel owners have saved over $1 billion in cumulative utility costs.

As part of our LightStay system, we have developed a Meeting Impact

Calculator, which enables us to give our customers a detailed estimate
of the environmental footprint for their specific meeting or event
planned at any one of our hotels. With the benefit of this information,
our customers can make decisions about what other steps they may
want to take to further reduce their impact or offset it completely.

Hilton has learned a lot through these efforts, and we’re sharing the
lessons we’ve learned to our meeting and event clients. Through
our Meet with Purpose program, we’ve also provided ideas to get
our clients thinking about how they can make their meetings and
events even better while also supporting the local community and
environment.
Supplier Tip: If you have a great Q: What marketing tips do you have for hotels who want to share
sustainability story, incorporate it their sustainability and green initiatives, and reach planners and
travelers who are looking for an eco-friendly hotel or venue?
into your marketing materials and KM: The best place to start is by simply sharing your story and making
post it on social media. Share, too, it easy for potential guests and customers to find. More and more,

how you’re prepared to host safer meeting planners and travelers are looking for what steps your hotel
may be taking to be more eco-friendly. The best thing you can do
and sustainable in-person events when you have a great story to share is to put it front and center.
Incorporate your story in your marketing materials, ensuring hotel
when the time comes. teams are equipped with the latest messaging to share with potential
guests/customers consistently throughout the hotel. The power of
social media is another channel to get the word out, amplify, and
promote to an even larger audience.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Tips for how to share your sustainability story

Shawna McKinley
Position yourself as the ideal sustainable event partner
Event sustainability consultant and strategist
To position yourself as a valuable event partner, find out what a
“sustainable event” or a “green venue” means to the planners, and, if
possible, meet them where they are. In a discussion at Cvent CONNECT
Europe 2019 about the growing need to go green, panelists suggested 2. Can the hotel and venue easily provide and support technology
that venues should find out what measurements are important to the that allows streaming content or hybrid event formats for remote
planner and help them to achieve those goals: Is it zero waste, zero audiences?
plastic, reduced carbon footprint, reduced travel?
3. Is it the best clean energy option? Many hotels and venues already
Different planners will have different sustainability goals and benefit from a low carbon electricity grid. Others may have site-
requirements, but others will have more simple needs, said Nicola specific renewables, such as a solar micro-grid.
Stopps CEO of Simply Sustainable. Think about your events offerings
4. Is the property verified to practice energy efficiency? This may be
differently and provide different service packaging for clients based on
demonstrated through a certification, like ENERGY STAR or LEED,
their sustainability needs, she suggests.
or a verified energy management system.
Event sustainability consultant Shawna McKinley gives a list of some
5. What additional sustainability priorities are in place to support zero
considerations planners might have when choosing a sustainable event
waste, protect and promote employee well-being, and generate
venue:
local community benefit?
1. Does the destination, hotel, and venue help me reduce overall
Keep these points in mind as you choose how and where to market
travel for my group, particularly by air? This may mean it enables
your sustainable capabilities to event professionals. It can help you
fewer trips and transfers, shorter travel distances, and/or good
hone your message and stand apart from the competition.
access to inter-city rail and transit.
Showcase sustainable — and safer — meetings
Supplier Tip: Use Cvent’s Quick Guide Create messaging around your safer and sustainable meetings and
develop a content calendar for when, how, and where you plan to post
to Safer Meetings and Events to show the information. With Cvent’s Content Marketing Ads, you can promote
planners your ability to host a safer what you want, when it’s most relevant, and drive planners directly to

meeting that adheres to COVID-19 your Cvent Supplier Network (CSN) profile. Targeted CSN search and
video ads will get your hotel in front of planners who are looking for
health and safety precautions. sustainable venues with green priorities.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Be sure to mention some of your sustainable initiatives and green in while onsite. In a survey commissioned by IHG Hotels & Resorts,
event options in your Cvent Supplier Network profile, as it’s one of the 57% of respondents said they now care more about doing their part
first places planners will look when sourcing venues on the platform. to help local communities and the planet while traveling than they did
Venues can submit a case to be marked on CSN as an “environmentally 10 years ago. With Cvent Passkey, venues can create customized event
friendly” venue. Photo-Realistic 3D and Interactive Floor Plans are websites to provide attendees with the resources and information they
now integrated into CSN, so planners can visualize their safer meeting need to get involved in your community and have a more sustainable
layout in your space — right from your profile. experience at your hotel.

Microsites are an option for increasing your visibility and sharing your Think about how you can not only inform guests about your own
sustainability story — it’s like a website for your hotel or destination, initiatives, but invite them to participate. Maybe that’s through opening
right within the CSN platform. Source Safely, a Cvent resource hub for up space for guests who want to join you for volunteer days in your
venues to share their latest health and safety protocols, is another way community, or perhaps organize your own event onsite for cleaning up
to stand out to planners who are sourcing. Suppliers can post their the beach or hotel grounds.
safer meetings protocols and sustainability practices to the hub. For
Sustainability in action: providing transparency and
example, Hilton posts information for their EventReady program on
organizing volunteer events
their microsite, combining safe and socially responsible meetings with
Fogo Island Inn provides transparency to its guests through “economic
their CleanStay standards.
nutrition labelling,” which tells guests exactly where their money
Inform guests and get them involved is going. It’s structured like a nutrition label and broken down into
percentages denoting areas of the world that benefit from the money.
Globally, 43% of hotels communicate about local conservation and In this way, guests are brought into the fold and are informed about
biodiversity protection to guests and employees. Educate event how their purchasing decisions affect the local community.
planners about your sustainable initiatives and the impact they have
on the environment. “If you educate them, people will buy into it a lot Alila Manggis, Indonesia is a champion for local coral reef conservation.
more,” says John Kelly of BCD Meetings & Events. The hotel invites locals, employees, and guests to join them in a
monthly beach cleanup where they collect plastic and educate people
Venues can also connect event attendees and guests with sustainable on the important role of coral reefs, and how the work of Alila Manggis
volunteer opportunities and community initiatives they can participate is contributing to the cause.

Supplier Tip: Bring guests into the fold and get them involved in your
sustainability initiatives. Read about how hotels are using conservation
efforts to create unique, hands-on experiences for their guests.
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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Create a dedicated section of your website or upcoming projects, success stories, and the results of initiatives. It’s a
great opportunity to tell your story, educate guests and planners, and
Cvent microsite
increase the visibility of your website.
A Greenview survey of over 4,500 hotels in the world found that 55%
Sustainability in action: providing a resource page and
have a dedicated portion of their website for sharing green practices
boosting SEO
— an increase over previous years’ data.
Hotel Punta Islita in Costa Rica has a section on their homepage linking
Publish your green policies and environmental impact on your website to their sustainability section, and the homepage features keywords
in an easy to find location. Posting this on your website is great for like “eco-adventures” and “eco-luxury.” On their sustainability page,
educational purposes and transparency, but it also benefits your they highlight their conservation efforts, partnerships, and foundation,
website itself. Using keyword terms like “sustainable event venue” as well as local education initiatives.
or “green hotel” could boost your website’s SEO and help you to be
Proximity Hotel in Greensboro, North Carolina invites guests to “stay
more easily found by planners who are sourcing venues to host their
in sustainable style” right from their homepage. They also include
sustainable events. Or, add the information to your Cvent microsite,
an LEED Platinum logo, an NPR podcast where they discuss their
giving planners visibility into your sustainability policies right where
green practices, and a link to learn more about the specifics of their
they source venues.
sustainability. Proximity Hotel also provides a resource page with
Incorporate green and compliance logos into your marketing and links to other reputable websites that supply more information on
any other relevant materials so that it’s clearly labeled with that sustainable practices and certifications, which helps to position them
visual cue. Write blog posts to provide updates on your ongoing or as a thought leader and trusted source.

Supplier Tip: To avoid greenwashing,

be sure to reference the FTC’s
guidelines on green marketing claims.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Publish case studies, green meeting guides,

checklists, and tip sheets
To take it a step beyond communicating your green initiatives and
sustainability on your website, consider positioning yourself as a
thought leader in the sustainable tourism and meetings and events
space.

Publish case studies of past sustainable events you’ve held at your

property and explain how you partnered with the planner to make it
a success. Discuss the impact of the event and how you contributed
to helping the planner meet their sustainability goals. Create green
meeting guides with best practices and ways planners can reduce the
impact of their event. Sustainability tip sheets and checklists are quick
wins and can also be downloadable gated content, allowing you to
capture interested leads.

Sustainability in action: interviewing past clients and creating

customizable sustainable events
Music City Center in Nashville, Tennessee releases a sustainability
newsletter, the “MCC Green Times” that provides updates on onsite
Supplier Tip: Position yourself as a initiatives and projects about sustainability. They also have a tip sheet

thought leader and the ideal event for green meetings and more sustainable travel.

partner by creating your own The Venetian in Las Vegas has a dedicated page for event case
studies, where they highlight their experience hosting events that are
content on how planners can host sustainable, focused on wellness, and incorporate sustainable F&B.

a sustainable meeting that adheres Marina Bay Sands in Singapore also publishes interviews with past
clients and case studies on their website. In addition, they offer a
to COVID-19 safety protocols. Sustainable Events Advisory Service with a Green Meeting Concierge
to plan and customize a sustainable event. They also publish
sustainability highlights in yearly ECO360 Focus reports available on
their website, along with other green factsheets about the property.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Leverage social media to tell your story

It benefits your hotel to share your green initiatives and your
sustainability story on your social media channels. In a 2019 Porter
Novelli/Cone Purpose Biometrics Study, 80% of Americans said that
they’d be more likely to remember purpose-driven content shared by
a company, and that same percentage said they’d want to learn more
about that company.

Share best practices and information, and educate your followers on

how your actions are having a positive impact. If you eliminate single-
use plastic or go meat free, explain why you’re doing that and craft
a social media post around it to share with your followers. Maybe a
planner will see the work you’re doing and want to partner with you to
make their next event a sustainable one.

Assisting planners with making a sustainable event that is also

“Instagrammable” is another way to market your venue’s green meeting
capabilities. “People talk and they share things really quickly on social
media,” said John Kelly, BCD Meetings & Events. Creating an appealing
visual atmosphere or having specific branded hashtags are a few ways
to increase the social media appeal. “The limitless PR and social media
[associated with sustainable events] will set you apart from the crowd
if you start doing it now,” Kelly says. “Shout about it. Make a big deal
about it, and people will engage with that.”

Supplier Tip: For more advice on how

to share your sustainability story, read
9 Tips for More Effective Storytelling
on Social Media.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Support sustainable initiatives in your local community

If you’re not sure how to get started with green practices, try helping out
your local community and getting involved in local initiatives. In a Greenview
global survey of hotels, 57% participate in local conservation or biodiversity
protection.

Partner with local organizations and see where your hotel can lend a hand.
It’s a great opportunity to build your sustainability story and get involved
in the local community. Event sustainability consultant Shawna McKinley
advises tapping into the local factor to differentiate yourself when sharing
information about your sustainability efforts. “As a planner, I want to meet at
your hotel because it’s efficient and low carbon,” she says, “but I also want to
feel connected to your community — its food, culture, and people. Tell me
about the causes and social enterprises your employees support. Outline
menus for me that will allow attendees to get a taste for your delicious, local,
sustainable food. Suggest offsite activities that make me feel inspired…Sharing
both of these aspects — technical best practices and creative innovations and
partnerships — shows how the venue is taking a holistic approach.”

Supplier Tip: 68% of travelers Sustainability in action: local conservation and guest education
Inn by the Sea in Cape Elizabeth, Maine partners with the Department of
would like the money they Conservation and Bureau of Parks and Land to restore the habitat for New
spend to go back into the England Cottontail Rabbits at the nearby Crescent Beach State Park. The
Inn’s landscape and gardens contain local plants and create a habitat for
local community — a perfect local wildlife. Guests can go on a guided tour with a naturalist and learn

opportunity for hotels to about beach ecology and the importance of sand dunes for beach wildlife
and erosion. For sustainable F&B, their restaurant menu features local and
highlight local charities and underutilized seafood from Maine’s coast.

facilitate donations or volunteers.

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 Chapter 3: Promoting Safety and Sustainability to Event Professionals

Takeaways Resources
• Publish case studies of past events, green meeting guides, checklists, planner • Sustainable Tourism: Why Should Hotels Lead in
testimonials, and tip sheets for how you can partner with planners to create This Effort? (Hospitality Net)
a sustainable and safer event that adheres to COVID-19 safety protocols. It
• The Pinterest 100: Responsible Travel
will position you as an expert and a thought leader, as well as a valuable event
partner. • Hotels Stay Focused on Sustainability Despite
Pandemic (CoStar)
• Get in touch with Cvent to see if your venue qualifies for the “environmentally-
friendly” tag in the Cvent Supplier Network. • Cvent’s Quick Guide to Safer Meetings and Events
(Cvent infographic)
• Publicize your sustainability on your website in an easy-to-find place. Use SEO
keywords such as “eco-friendly,” “eco-lodge,” “sustainable meeting,” and “green • Cvent Supplier Network
meetings.”
• Get marked as an “environmentally friendly” venue
• Utilize Cvent content marketing ads and microsites to increase your visibility to in CSN
planners who are sourcing eco-friendly and responsible event venues.
• Cvent Microsites
• Post your heath and safety protocols and sustainability efforts to Cvent’s Source
Safely hub to stand out to planners who are actively sourcing on the platform. • Cvent Passkey for Hotels and Destinations

• Tell your sustainability story through a local lens — it forges a human connection • Content Marketing Ads for Hotels and Destinations
with your audience, makes the content more relatable, and will differentiate you
• U.S. Federal Trade Commission guidance on green
from other hotels and venues.
marketing claims
• Post your sustainable efforts and safer meetings on social media. It’s good
• Green Meetings Made Easy (Cvent infographic)
marketing for your hotel, and it raises awareness for the cause: 80% of Americans
said that they’d be more likely to remember purpose-driven content shared by a
company, and that same percentage said they’d want to learn more about that
company.

• Get staff and guests involved in your sustainability efforts. Organize volunteer days Rate this ebook
and educate guests on your local efforts and how you’re helping the environment.

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 Rate this ebook

Closing Takeaways
chapter

4
for Sustainable Events
The COVID-19 pandemic has caused consumers to be even more
aware of how their behaviors affect the environment and others
around them. Event professionals and attendees are increasingly
interested in sustainability in their events and from the venues that
host them, but health and safety also play an influential role.

“We’re waking up to the fact we can’t keep sustainability in a bubble

where we only considered what was ‘green’ once we arrived onsite:
practicing recycling, reducing plastic, and energy use,” says event
sustainability consultant Shawna McKinley. “It’s also about health,
equality, and innovation that embraces new technology. And
fundamentally, how we adapt to be more resilient in a changing world.”

Events produce a large amount of waste, and it’s up to hotels to

partner with event planners to reduce it through eco-friendly practices
and sustainable initiatives. Sustainability can mean different things to
different planners. Find out what metrics are most important to them and
what their goals are, and see if you can work together to achieve them.

By providing a safer event experience while still keeping the

environmental impact in mind, venues can demonstrate to planners
their ability to be a responsible event partner. Educate the planner on
your health and safety precautions and assure them that you can host
a safe event, while still being environmentally conscious.

Sustainability isn’t just important for the environment or your

group business bookings — it’s great for your brand as a whole,
too. It’s an opportunity to demonstrate your company values, tell
your sustainability story, and educate people about the causes you
champion. By not including some kind of eco-friendly practices at your
property, you could be missing out on travelers and event planners
who are looking for a sustainable hotel or venue.

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 Chapter 4: Closing Takeaways for Sustainable Events

• Support sustainable events with small steps. While some • Share your sustainability efforts. Post your green initiatives
hotels go as far as LEED certification and installing renewable on your website and highlight how your hotel can support a
energy sources like solar panels, these aren’t the only ways to sustainable and safer event. It’ll boost your SEO and put you in
demonstrate your commitment to sustainability. Even taking front of planners looking for green venues during the sourcing
smaller steps to implement more green practices — like recycling, stage. Share your involvement on social media. Include information
composting, or using locally sourced food, or reducing waste — can on sustainability and green meetings in your CSN profile, ads, and
make a difference in reducing your hotel’s carbon footprint. microsite.

• Tie sustainability to safer events for a more responsible • Look to the industry leaders. For examples on how to align your
meeting. The United Nations Sustainable Development Goals business to the United Nations Sustainable Development Goals,
are not just about preserving the environment — they also look to Accor, Marriott, and Hilton. Portola Hotel & Spa’s Reduced
focus on good health and well-being. In an era of safer meetings Waste Conferences and Preferred Hotel Group’s acquisition
with a heightened awareness of sustainable behaviors, offering of Beyond Green Travel are other examples of how hotels are
responsible meetings that focus on both the health of the prioritizing sustainability in both meetings and travel.
attendees and the environment can be a way to show you’re an
adaptable and agile event partner.

Rate this ebook

Get in touch with Cvent to learn more

about how we can help you support
sustainable and safer meetings.

38
Rate this ebook

Megan Boley
Author

Kate Mikesell
Vice President, Global Brian Chee
Corporate Responsibility, Editor
Hilton Pete Murray
Designer

Julia Spangler
Terri D’Ayon Joyce
Owner,
Director of Sales Contributors Ecosystem
Portola Hotel & Spa
Events

Costas Christ
Shawna McKinley
Brand Leader of Beyond
Event sustainability
Green and President of
consultant and strategist
Beyond Green Travel

Amy Butterfield
Senior Vice President,
Group Sales, Preferred
Hotels & Resorts

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ABOUT CVENT
Cvent is the global meeting, event, travel, and hospitality technology leader.
Cvent provides easy-to-use, integrated technology solutions to maximize the
impact of meetings and events of all sizes. We help organizations plan and market
events, execute onsite, engage audiences, and measure and analyze results.

Cvent.com

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