In an era of increased environmental and social awareness, hotels’ communication of their environmental, social and governance efforts is pivotal in shaping their reputation.
Hotels that clearly communicate their commitment to ethical practices can stand out in a crowded market. Moreover, effective ESG communication encourages guests to adopt sustainable behaviors during their stay.
Understanding human psychology can greatly enhance ESG communication in the hospitality industry. This involves crafting messages that resonate with guests by leveraging cognitive biases and heuristics, which are more likely to influence behavior.
Let’s delve into positive framing.
This approach involves presenting information in a way that highlights an action’s positive outcomes or benefits. It is based on the idea that positive reinforcement is a strong motivator. For example, try communicating to guests that “By reusing your towels, you’re helping us save thousands of gallons of water, contributing to a healthier planet.”
Another key concept is loss aversion.
This principle suggests that people are more motivated to avoid losses than to achieve gains. Sometimes, it involves framing a situation in terms of potential losses if an action is not taken. For instance, “Each day without water conservation measures, we lose vital resources critical for maintaining our natural environment.”
While seemingly contradictory, positive framing and loss aversion can be used together effectively.
The key in ESG communications is to balance these approaches. For example, a hotel might primarily focus on the positive impact of action while also indicating the risks of inaction: “Join us in conserving water. Every towel reused saves resources and helps prevent the loss of our beautiful natural environment. Together, we can make a positive impact!”
Ripple Effect of Social Proof and Confirmation
Next, there's social proof.
This concept states that people often mimic the actions of others in a given situation.
Showing guests that others participate in sustainability programs can encourage them to do the same. A small card placed in rooms could, for instance, read, “Join the 90% of our guests who are making a difference! Last month, our guests helped us reduce energy consumption by turning off lights and AC when not in use. Be a part of this amazing group positively impacting our environment!”
Also, consider confirmation bias.
This is the tendency to favor information that confirms existing beliefs.
Engagement can be more effective by tailoring sustainability messages to align with guests’ values. As an example, the communication could include statements such as, “As a valued guest who cares about the future of our planet, your participation in our eco-friendly guest program helps us make a significant positive impact on the environment.”
Lastly, the availability heuristic comes into play. This principle indicates that people give more importance to readily available information.
Regular communication of a hotel’s ESG achievements can keep these efforts at the forefront of guests’ minds, reinforcing the hotel's image as environmentally responsible.
Utilizing these cognitive biases and heuristics in communications can significantly enhance the effectiveness of a hotel’s ESG initiatives, leading to more persuasive and impactful sustainability practices in the hospitality sector.
Ultimately, hotels play an important role in shaping a sustainable future for guests and the planet.
How hoteliers frame this communication is critical.
Miret Padovani is founder and CEO of Dubai-based business advisory Hotel Marketing Space.
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