Worldwide: Consumer and business insight consultancy BVA BDRC has joined the Sustainable Hospitality Alliance (SHA).
The move comes as the SHA launches its Pathway to Net Positive Hospitality – a four-stage guidance framework for hotel operators, brands and asset owners work towards a net positive environmental impact.
Recent research from BVA found that 76 per cent of the UK public were “very concerned” about sustainable issues, led by environmental over social.
Cris Tarrant, CEO at BVA BDRC, said: “The sustainable movement will be the defining initiative of our times and it is vital that we all contribute towards its success. As an independent research specialist, we can help shape the conversation, ensuring the sector remains connected to the views of travellers, guests and consumers and can retain control of the story.
“Our membership of the Alliance will add to our B Corp initiative and commitment to the MRS Net Zero Pledge and MRS Inclusion Pledge, allowing us to use the tools of our trade to help make sense of the world and contribute to a more sustainable future.
“We believe that companies who help their customers make better sustainable choices can build loyalty and profitability. The sector is concerned that sustainability is a burden; a tax on operations or an issue for the legal department. We feel that we can help all stakeholders recognise the business opportunity that becoming sustainable provides.”
James Bland, director, BVA BDRC, added: “The hospitality sector has faced a series of disruptions in recent years, from the online travel agents, to peer-to-peer lodging and now the shifts in customer behaviour driven by the pandemic. It is only by acting in harmony that the sector has been able to navigate these issues.
“Collaboration will be key to success in achieving sustainability and we hope to be able to act as a trusted third party to the Alliance and provide the opportunity for members to share data without fear of revealing information to their competitors, and with no commercial agenda.”
Wolfgang M. Neumann, chair of the Sustainable Hospitality Alliance, said: “We are delighted to welcome BVA BDRC as an Affiliate Member to the Alliance Team. We all have a joint responsibility to save our planet and to embrace the challenge of achieving Net Positive Hospitality. This is only possible if we operate across the value chain and change our business model and behaviour. BVA BDRC are one of those dynamic organisations who understand the opportunity and their executives are the type of responsible leaders we now need in our common pursuit of this bold challenge.”