Why hotels are choosing to become B Corporations™️
23th May 2024
Business & Insights
Hotels
The hospitality industry is undergoing a significant shift towards sustainability and social responsibility. Hotels, in particular, are increasingly recognising the importance of integrating ethical practices into their business models.
One notable avenue through which hotels are demonstrating their commitment to these values is by becoming certified B Corporations™️. This blog delves into the reasons behind this trend and explores the process involved, shedding light on why more hotels are embracing the B Corp™️ movement.
Embracing social and environmental responsibility
Hotels play a crucial role in the global economy, and with that role comes a responsibility to operate in a socially and environmentally conscious manner. The decision to become a B Corporation™️ often stems from a desire to make a positive impact beyond just profitability.
For example, the Inhabit Hotel Collection in London has completely eliminated single use plastic and plastic bottles and makes use of recycled/reclaimed materials. This helps it maintain its B Corp™️ status as well as contributing to its goal of reaching Net Zero across all activities by 2050.
By pursuing B Corp certification™️, hotels signal their dedication to social and environmental causes, aligning their values with their business practices.
Meeting consumer demand for ethical business practices
Modern consumers are increasingly prioritising sustainability and ethical considerations when making purchasing decisions, including where they choose to stay during their travels. Hotels recognise this shift in consumer preferences and are responding by adopting B Corp™️ status as a way to differentiate themselves in a crowded market.
Surveys show that British consumers place importance on business certifications when purchasing products, and that 38% of UK consumers have heard of B Corp™️. While this may not seem like an impressive figure, it was 10% in 2020. In time, B Corp™️ could become the byword for quality and ethical business.
By displaying the B Corp™️ logo, hotels signal to guests that they are committed to ethical business practices, thus attracting a growing segment of socially conscious travellers.
Attracting and retaining talent
Attracting and retaining top talent is crucial for hotels seeking to maintain their competitive edge. Many employees, particularly younger generations, place a high value on working for companies that prioritise social and environmental responsibility. By becoming B Corporations™️, hotels can appeal to prospective employees who are passionate about making a positive impact through their work.
Additionally, B Corp certification™️ can enhance employee morale and engagement by providing a sense of purpose and pride in the organisation's mission.
The Mr and Mrs Smith boutique hotels have made great strides in supporting staff and attracting talent from underrepresented communities. It improved gender balance in three organisational departments, which leaves employees with a sense that their employer cares about them.
The process of becoming a B Corporation™️
Becoming a certified B Corporation™️ involves a rigorous assessment of a hotel's social and environmental performance, transparency, and accountability. The process begins with completing the B Impact Assessment, a comprehensive questionnaire that evaluates various aspects of the hotel's operations, including its governance structure, employee benefits, environmental practices, and community engagement initiatives.
These are sample questions provided by B Corp™️:
Governance: What portion of your management is evaluated in writing on their performance with regard to corporate, social, and environmental targets?
Workers: What percentage of the company is owned by full-time workers (excluding founders/executives)?
Community: What percentage of management is from underrepresented populations? (this includes women, minority/previously excluded populations, people with disabilities, and/or people living in low-income communities.)
Environment: Does your company monitor and record its universal waste production?
Customers: How do you verify that your product improves the impact of your client organisations?
Once the assessment is complete, hotels undergo a thorough review by B Lab, the nonprofit organisation behind the B Corp™️ movement. This review verifies the accuracy of the information provided and assesses the hotel's overall impact on stakeholders, including employees, customers, suppliers, and the broader community.
If the hotel meets the necessary criteria and demonstrates a commitment to social and environmental responsibility, it is awarded B Corp certification™️.
Leveraging sustainable and carbon-neutral suppliers
A key aspect of B Corporation certification™️ is the commitment to sourcing products and services from sustainable and carbon-neutral suppliers. Hotels play a significant role in the supply chain, and by prioritising suppliers with strong environmental credentials, they can reduce their own carbon footprint and contribute to broader sustainability efforts.
Whether it's locally sourced organic produce for the restaurant or partnering with a carbon-neutral laundry service for the hospitality industry, hotels have the opportunity to make a positive impact through their purchasing decisions.
This is something the B Corp™️-accredited Inhabit Hotel Collection does well on this front; it sources paper, skincare products, toilet paper, coffee, furniture and much more from sustainable suppliers, reducing its impact on the planet.
Practising what you preach
It’s not enough to say that you’re ethical or fair-minded, you need to prove it beyond doubt.
As the hospitality industry continues to evolve, hotels face increasing pressure to demonstrate their commitment to social and environmental responsibility. Becoming a certified B Corporation™️ offers hotels a tangible way to showcase their dedication to ethical business practices while also appealing to socially conscious consumers and employees.
By embracing sustainability, transparency, and accountability, B Corps™️ are leading the way towards a more sustainable and equitable future for the hospitality industry and beyond. Businesses with B Corp Certification™️ adhere to the concept of the triple bottom line, which emphasises the importance of people, planet, and profit. Research suggests that these businesses are more likely to grow headcount and revenue compared to non-B Corp™️ businesses.
If you’re on the journey to becoming a B Corp™️ and want to move to a carbon-neutral laundry service to improve your chances of accreditation, speak to our team about our laundry services and how they can benefit your business.
Doing things differently
Discover what makes Oxwash a B-Corp™️
Related Articles
B Corp™ certified.
Surpassing NHS-grade disinfection.
