Hospitality Management IHG Group

Questions: 1. What are your viewpoints on this initiative for sustainability? Discuss the positives andnegatives and support your argument with appropriate research.2. How would this effect the budgeting of the hotels that participate in this initiative?3. Would you promote this new form of re-cycling to your guests?a) why would you do this? b) how would you do this?why not?c) How would this effect the image and/or brand of the hotel? Answers: 1. Sustainability is the issue that is maintained by companies all over the world. IHG hotels have taken the initiative of cleaning the world by recycling the soaps and shampoos used by the visitors of the hotels. The initiative of sustainability is a positive approach towards saving the environment as well as serving human beings. The sustainability approach of various brands of 62 hotels of IHG group is creating a good brand image not only among the guests of the hotel but also in the market. Multinational companies across the world are focusing on sustainability maintenance in terms of corporate social responsibility (Gao and Mattila, A.S., 2015). The approach of the hotel is a good in one side. However, it has also negative effects in terms of the safety and hygiene standards of the soaps and shampoos. The recycle program of the hotels must comply with the health and hygiene standards because they serve it to the children. Various authors have said their views about maintenance o f sustainability in the hotels. Big multinational hotel chains usually maintain the approaches of sustainability in various other ways such as using green approaches of sustainability. Using eco-friendly products and recyclable goods in the hotels are included in creating a brand image among the visitors of the hotels (Jayawardena et al. 2013). It can be argued that the current methodologies of the sustainability in terms of maintaining the laws and regulations of the standards of health and safety of a particular country. 2. The initiative of clean the world incurs some costs to it. Each single room of the hotel usually pay 65 cents per months. Hence, it can be said that the 500 rooms of the hotel will invest an amount of $350 per month. However, the costs included in the investment are being adjusted from other operations of banking, trash costs, PR campaign etc. It is seen that the all the hotel chains of IHG group are participating in this activity. Apart from that the article illustrates that the budgeting of the hotel. The budget of the hotel includes this cost that are spend in recycling of the soap bars. Budget of the hotel is to be made accordingly so that the sustainable approaches are not being hampered (Line and Hanks 2016). The motive of the hotel behind the sustainability is earning profit and brand reputation in the market. Therefore, the hotels will not make extra cost in the perspective of recycling of goods. The extra budget will be adjusted by cutting cost from other operations of th e hotel. It should not hamper with the quality of service provided to the customers of the hotels. Budget making is an effort that is being processed by the finance department of the hotels along with other stakeholders and shareholders. A budget is framed in a way so that the hotel can get the return on investment within very short time (Barber and Deale 2014). The motive of profit is the main issue that is focused while making budget for the hotel. 3. The guests should be included in the new initiative of sustainability by the hotel. The aim of the hotel is to increase the brand awareness and to create a good will among the customers. If the customers create a good perception of the hotel in their minds, then they will help in increasing the Word of Mouth (WOM) promotion in the market. It can be said that the hotel industry runs on good will and word of mouth promotion of the customers (Berezan et al. 2013). Customers while participating in the clean the world approach of sustainability can drop their used soaps in the box that are made for collecting the soap bars for recycling purpose. Apart from that, the room numbers can be marked in a way so that they can get to know about their participation in the sustainability approach. The bins for the purpose of clean the world are kept in a way so that they are visible to the customers of the hotel. Customers can fill a feedback form that is created by the department maintaining the sustainability. The feedback form will contain the recommendations of the customers that will help the hotel in improving the methods of sustainability in the long run. Apart from that, the customers will gather an information about the environmental sustainability approach of the hotel which drives them to create a good impression. Success of the approach of sustainability of the hotel will gain the zenith of its goal attainment only when all the stakeholders will take part in it (Yadav et al. 2016). 4. There is a consistency between the terms of sustainability and brand reputation. It is the concept that incorporates the relationship of the companies with its corporate governance, social causes and natural environment. In other terms, it is known as triple bottom line. It can be defined as the initiatives taken by the hotel in terms of environmental impact, financial impact and social impact. The most important aspect is financial impact that is associated with the budget formation of the company (Gupta and Kumar 2013). The IHG chains of hotels in their parent company are taking investment decisions that are responsible for the benefit of the human kind and environment. The ethical concerns of the service of the hotel and the approaches used in the sustainability program help the customers and the potential customers to gather a positive knowledge regarding the hotel. The brand management team of the IHG groups of hotels make possible utilization of the different methods of corp orate social responsibility and sustainability along with the marketing management of the brand (Wu and Wang 2014). If the IHG group of hotels target more children in providing the recycled soap bars, then it will lead to increased brand image. References Barber, N.A. and Deale, C., 2014. Tapping mindfulness to shape hotel guests sustainable behavior.Cornell Hospitality Quarterly,55(1), pp.100-114. Berezan, O., Raab, C., Yoo, M. and Love, C., 2013. Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return.International Journal of Hospitality Management,34, pp.227-233. Gao, Y.L. and Mattila, A.S., 2015. The impact of option popularity, social inclusion/exclusion, and self-affirmation on consumers propensity to choose green hotels.Journal of Business Ethics, pp.1-11. Gupta, S. and Kumar, V., 2013. Sustainability as corporate culture of a brand for superior performance.Journal of World Business,48(3), pp.311-320. Jayawardena, C., Pollard, A., Chort, V., Choi, C. and Kibicho, W., 2013. Trends and sustainability in the Canadian tourism and hospitality industry.Worldwide Hospitality and Tourism Themes,5(2), pp.132-150. Line, N.D. and Hanks, L., 2016. The effects of environmental and luxury beliefs on intention to patronize green hotels: the moderating effect of destination image.Journal of Sustainable Tourism,24(6), pp.904-925. Wu, S.I. and Wang, W.H., 2014. Impact of CSR perception on brand image, brand attitude and buying willingness: a study of a global caf.International Journal of Marketing Studies,6(6), p.43. Yadav, R., Dokania, A.K. and Pathak, G.S., 2016. The influence of green marketing functions in building corporate image: evidences from hospitality industry in a developing nation.International Journal of Contemporary Hospitality Management,28(10).