A SUSTENTABILIDADE DE HOTÉIS: COMUNICANDO PRÁTICAS SUSTENTÁVEIS
THE SUSTAINABILITY IN HOTELS: COMMUNICATING SUSTAINABLE PRACTICES
Abstract
ABSTRACT: The study focuses on sustainability in the hotel industry, aiming to describe actions for communicating hotels' sustainability on digital review and booking platforms. The research aims to benefit hotels by identifying the effectiveness in communicating sustainable practices and which practices are adopted and communicated by the hotels under study. It involved qualitative research divided into three stages: a) literature review, b) documentary research, and c) field research with descriptive analysis. Three of the world's most sustainable hotels were analyzed according to TripAdvisor (2022), and Booking.com's platform with search filters was used for research in Curitiba. Sustainability encompasses three pillars: social, economic, and environmental, which complement each other. Globally recognized examples for their sustainable actions based on these pillars include H2 Hotel, The Brando, and Fairmont. Some hotels in Curitiba have various sustainable practices but lack any sustainability certification. In comparison, hotels in Curitiba differ from globally sustainable ones by investing more in daily practices than in sustainable structures from the inception of their creation. As a result, sustainability is perceived as a distinguishing factor but not a predominant criterion in accommodation choice. Utilizing an effective communication strategy tailored to each region's specific characteristics, highlighting not only financial savings but also environmental and social benefits, could enhance acceptance and appreciation of these practices. Sustainability in the hotel sector represents a path of continuous evolution, with the potential to transcend being merely a distinguishing feature and become a fundamental criterion in consumer choice. This transformation could be seen as a crucial competitive strategy for the hotel industry, aligning with the increasing demands of a conscious audience committed to sustainable practices. Keywords: Hospitality, Sustainability, Communication, Curitiba.
