Recently, Birchstreet sat down with some key customers, educators, and thought leaders in the hospitality space to discuss key trends in sustainability. Valerie Layman, Chief Product Officer at BirchStreet, praised the speakers, “I’ve spent some time talking to this panel before this meeting. This is a very passionate group on sustainability, and not only are they leading the way for sustainability”. Layman emphasized the importance of partnering with stakeholders to navigate these crucial issues.
Panelists:
- Alvaro Rodriguez de Sanabria: Senior Public Affairs Manager at FREENOW & Coordinator general para España en The Climate Reality Project
- Bart van den Hoven: VP of Procurement, EMEA Marriott International
- Maribel Esparcia Pérez: Director, European Sustainable Hospitality Club
- Gavin Fraser: Head of Sustainability & Architect, Sircle Collection
Addressing challenges and opportunities
Alvaro Rodriguez de Sanabria, a leader in public affairs and sustainability, expressed urgency, noting, “The problem is that in the past 100 years, we have decided all our economy will be based on farming fossil materials… and then the temperature gets high. This is so simple. This is what is happening now…and we act every day as if nothing will happen.” Alvaro’s compelling use of data illustrated the difficult path if current policies persist. His comments served as a stark reminder of the ongoing climate change dynamics, stressing the critical need for proactive measures in the hospitality industry.
The panel made it clear that navigating the intricacies of sustainability requires both strategic foresight and passionate commitment. This involves educational enhancement across organizational levels, the implementation of technology to track and manage resources, and fostering a culture of shared responsibility among employees and guests. They emphasized that sustainability in hospitality must be adaptable to varying regional contexts, often necessitating partnerships that leverage local knowledge and priorities.
Bart van den Hoven from Marriott International discussed the importance of consistent education within the company, stating, “Education is key. It is not just key to our organization but to our suppliers.” He also pointed out the challenges of adhering to fast-evolving regulations across various regions and ensuring that suppliers align with sustainability goals. Bart stressed the role of harmonizing local and international standards in crafting sustainable operational practices.
One poignant concern was how to educate without inducing guilt, promoting proactive and informed participation in sustainable travel and living practices. The discussion highlighted the balance between incentivizing greener choices and advocating for genuine systemic change without alienating consumers with guilt trips.
When it comes to adopting sustainable practices tailored to varying regional needs, Gavin Fraser from Sircle Collection noted, “We have to find ways to reduce consumption without guests knowing, or educating them subtly,” he explained, advocating for responsive strategies that balance guest satisfaction with eco-conscious practices. Emphasizing subtlety in changes ensures that the guest experience remains uncompromised while promoting sustainability.
Maribel Esparcia Pérez, Director at European Sustainable Hospitality Club, pushed tech-driven innovations, asserting, “Introducing AI in kitchens to prevent food waste and using technology across departments is essential for meaningful change.” Her advocacy for locally sourced procurement resonated strongly as an actionable strategy. She underscored the importance of integrating technology to advance sustainability across the industry.
Takeaways
The session wrapped up with an acknowledgment of the tremendous potential generated from these discussions, emphasizing the importance of ongoing collaboration and action to effectively manage and mitigate climate impacts. Ending on a note of optimism, Layman urged continued partnership and innovation as keys to ensuring both business success and environmental stewardship moving forward.