How 1 Hotels Is Using Strategic Marketing | Toni Stoeckl

In this captivating episode of the Sustainable Hospitality Podcast, host Amy Wald sits down with Toni Stoeckl, the visionary Chief Marketing Officer of 1 Hotels, to uncover the secrets behind crafting an unforgettable, eco-friendly luxury experience and targeted marketing efforts.

Toni shares his journey from disruptive brands like W Hotels to his current role at 1 Hotels, where sustainability isn't just a trend, but a core value deeply ingrained in every aspect of the guest experience. 

Key Takeaways:

1.     💡 Sustainability doesn't have to be a sacrifice. 1 Hotels proves that luxury and eco-consciousness can coexist, creating a unique and unforgettable experience for guests.

2.     🤝 Engaging guests in sustainability starts with understanding their preferences and tailoring the experience to their interests, whether it's wellness, entertainment, or culinary delights.

3.     📊 Measuring success in sustainable hospitality marketing goes beyond bookings. Engagement rates, storytelling impact, and guest satisfaction are key indicators of a compelling brand narrative.

4.     🌍 Innovating the meetings and events industry, 1 Hotels' "Certified Sustainable Gatherings" program has achieved a 97% waste diversion rate, proving that sustainability can be seamlessly integrated into every aspect of hospitality.

5.     🙌 Empowering employees through sustainability training, community involvement, and a passion for nature creates a unique and authentic experience for guests while fostering a culture of innovation and retention.

6.     🔮 The future of sustainable hospitality lies in regeneration, going beyond maintaining the status quo to actively restore and improve the environment and communities in which hotels operate.

Tune in to discover how 1 Hotels is redefining luxury through sustainability and learn actionable insights for incorporating eco-friendly practices into your own hospitality business.

 #SustainableMarketing, #GuestData, #PersonalizedExperiences, #SustainabilityPodcast, #ContentMarketing #EcoFriendlyStorytelling #1Hotels, #SHHotels, #WHotel, #HotelMarketDrivers, #HotelGuestRetention, #HospitalityMarketingStrategies

Transcript

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Well,

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welcome back to the Sustainable

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Hospitality Podcast.

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And this is the day we've

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all been waiting for.

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We have today, and I don't know,

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can you actually have a

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crush on someone that

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you've never met before?

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Oh, wow.

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You're making me blush already.

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Well, we have Tony Stoeckel,

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who is the Chief Marketing

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Officer of One Hotels.

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Thank you so much for joining us today,

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Tony.

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Amy, I'm so excited to be here.

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Thank you for having me and

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thank you for allowing me,

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inviting me to have a chat with you.

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Absolutely.

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And you're wearing green.

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I'm wearing green.

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My wall's green.

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So everyone can kind of get

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an idea of what we're going

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to talk about.

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We are going to talk about

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how you offer a sustainable

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luxury experience.

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Barry Sternlich, I mean,

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is he a genius or what?

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No doubt he's a genius

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creating an incredible brand like this.

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I mean,

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I'm every day thrilled about what

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we're doing with this brand.

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I mean,

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it's just such a game changer in

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the industry and certainly

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for Mother Nature.

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Game changer.

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I mean,

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it just encompasses it correct for

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him to be able to have the

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vision to know what the

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market was going to demand

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is so incredible.

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But I want to talk about you

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have a breadth of hospitality experience.

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And again, crushing on you.

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W Hotels was back in the day.

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I mean, one of my favorites.

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I'm sure I'm not alone.

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Why they had tremendous success, but.

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Gosh, you know,

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would you tell us a little

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bit about your background

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and then how you came to

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work for One Hotels?

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Definitely.

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Look,

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I've always enjoyed being part of

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brands and journeys and

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endeavors that are game changing,

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that are disrupting,

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that are challenging me and

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so the status quo.

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And W was certainly one of those where,

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you know,

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even people in the industry said

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at the time, like, hey,

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maybe that isn't the best move.

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You know, it's sort of super trendy,

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but it might not be around for long.

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And boy, were they wrong.

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Right.

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And it's definitely it was a

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it was a game changer and

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it was a very disruptive move.

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and very innovative,

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pioneering brand that Barry

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actually created, right?

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So I was super,

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super excited to be part of

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that and then moved on to

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other brands and along the

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lines of creating lifestyle

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experiences that break the

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rules a little bit.

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You know,

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super fortunate to be part of launching

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Moxie Hotels,

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which was all about changing

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the paradigm and disrupting

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and breaking the rules

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along the way of hotel and

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typical hotel experiences.

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Right.

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And I guess now I have

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arrived because now we're

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talking about ultimately a brand

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Frankly,

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Barry actually said it's not

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really a brand because the

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world doesn't need another brand.

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It just needs a better one,

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actually quote from Barry.

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And it's really more about a cause, right?

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And the cause is

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reintroducing travelers and

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locals back to nature through design,

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through the experiences,

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and ensuring that the world

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that we have remains, or

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probably becomes a better

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one through the actions we take.

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And the cool thing with this

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experience of this brand

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and what really throws me

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every day is that we can

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showcase that

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sustainability doesn't

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always have to be a sacrifice.

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And I'm sure when you think

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about sustainability and

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that word day to day,

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sometimes it feels like,

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you know what,

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it's maybe a little bit too difficult.

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Maybe I personally can't

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actually make an impact or

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recycling is hard.

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And so people sometimes have

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this perception that

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sustainability has some negativity to it.

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And in many ways it's

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politicized too in some

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parts of the world, right?

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Including ours.

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But the most important thing

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is that we're trying to show,

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we're not trying to preach.

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We're not trying to judge.

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We're trying to inspire you

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and show that luxury experiences

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And having a great time letting go,

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thinking about your personal wellness,

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but also having a great

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time in one of our venues

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at night from a nightlife

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and entertainment perspective.

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Those things don't have to

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be mutually exclusive from

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taking care of our planet,

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of sustainability, right?

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And that is where I think

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the disruption of this

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brand comes in and allowing you to, yeah,

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I want to have a great time.

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I'm not going to the eco

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hotel because I'm giving something up.

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I'm going to one hotels

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because I can have this

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fantastic experience,

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but also knowing that I've

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taken care of the planet

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maybe a little bit more.

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Right.

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And we're not saying we're perfect.

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I'm not interested in even

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making any claims of net zero yet.

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Right.

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But we're taking steps every

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single day to make it just

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a little bit better.

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And again,

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that's where the disruption comes in.

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I could talk about this all day long,

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by the way, so you can see.

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Trust me.

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We may see the sun go down

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in Miami behind you at some point.

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It may well be true, yeah.

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That was such a great introduction because,

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I mean, first of all,

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we don't need another brand,

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to be honest.

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I mean, we are saturated.

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However,

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to be able to carve out these

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kinds of brands are game changing,

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and it sets a precedence.

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Now these other guys out

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there realize that it is happening.

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They better make a change.

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And I can't wait to talk a

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little bit later about what

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you think that looks like.

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And you're right.

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You don't have to sacrifice.

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I have been lucky enough to

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stay at quite a few of one hotels.

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I've been to New York, Toronto, Miami,

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Hanalei Bay.

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And you know what?

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Each offering is different,

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but you still understand the message.

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It's still elevated.

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It's still a vibe.

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You know, it's just such a cool brand.

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It really is game changing.

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And Amy, that's the key, that it's a vibe,

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right?

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Because people do want to

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have a good time and they

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do want to enjoy themselves.

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It just, it feels,

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and dare I use the word

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authentic because many

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brands use that term these days,

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but it feels like you have arrived,

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even though every

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experience is maybe a

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little bit different.

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It's echoing the locale, right?

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It's echoing the fabric of

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the local community, right?

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But when you walk into a one, you know,

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if you arrived because it's

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such a nature inspired

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biophilic design space that is warm,

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inviting, buzzy,

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welcoming all at the same time.

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And that's that's quite

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takes quite a bit of magic

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to achieve that.

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And you talked about Barry earlier,

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he is involved in every

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little bit of that design

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process from start to finish, right?

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That is totally where he

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applies his creativity in

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the thinking and crafting

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that experience from start to finish.

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It's really hard to explain it to.

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I'm literally getting kind

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of a little bit juicy

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because you just have to experience it.

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And I hope that everybody

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will make sure they put it

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on their list this year or beyond,

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because it's it is

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something that you'll never

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forget and you want more of it.

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It's part of creating the magic.

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We don't want you to just

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point to one item of the experience.

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It's like your secret recipe,

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that all the ingredients to

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that recipe take their own role,

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but combine and make it even better.

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So it's the scent, it's the music,

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it's the lighting, it's the design,

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it's everything magically

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created to curate the experience.

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That's really what matters.

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And I love that you say magic.

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I say it too.

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Maybe I stole it from you, but I mean, I,

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I always use that word when it comes,

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you know,

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I love everything about

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hospitality and I love

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everything about

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sustainability and really

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magic does happen when you

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can combine the two

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seamlessly and you won

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hotels and the marketing

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efforts are such a huge part of this.

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I can't wait to talk about that too.

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So Tony,

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You know, when you, so when you were hired,

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you know, I thought this was interesting.

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It says,

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Tony will play an important role

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as the organization

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enhances its commitment and

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execution of its mission to

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provide a preference-driven,

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forward-thinking,

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and memorable customer

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journey that starts at the

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moment of booking.

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Unpack that for us.

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Yeah, I mean,

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that is a key to luxury today

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is deeply understanding who

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your travelers and who your locals are.

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When you think about luxury today,

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it has many definitions to many consumers,

00:09:27.176 --> 00:09:28.456
but ultimately for travel

00:09:28.515 --> 00:09:30.216
is about providing this

00:09:30.296 --> 00:09:32.456
hyper-personalized experience, right?

00:09:32.976 --> 00:09:34.136
That is an experience for you,

00:09:34.576 --> 00:09:35.876
not a generic one,

00:09:35.917 --> 00:09:36.956
but one that is really

00:09:36.996 --> 00:09:38.337
tailored towards what you

00:09:38.378 --> 00:09:40.378
like and what you don't like.

00:09:41.558 --> 00:09:42.602
And what we do,

00:09:42.802 --> 00:09:45.072
we've certainly invested a ton in

00:09:46.135 --> 00:09:47.976
technology to sort of

00:09:48.017 --> 00:09:50.018
capture what your preferences might be.

00:09:51.938 --> 00:09:53.019
Nothing scary,

00:09:53.179 --> 00:09:54.519
but just really finding out

00:09:54.879 --> 00:09:56.280
through your own profile

00:09:56.321 --> 00:09:58.542
that you might set up to tell us,

00:09:58.562 --> 00:10:00.023
do you like sparkling or still water?

00:10:00.102 --> 00:10:01.082
Do you like red wine or do

00:10:01.102 --> 00:10:02.683
you like a nice cocktail?

00:10:02.864 --> 00:10:04.745
Do you like decaf or regular coffee?

00:10:05.144 --> 00:10:06.125
It might be as simple as that.

00:10:06.166 --> 00:10:06.826
What are your interests?

00:10:06.885 --> 00:10:09.586
Is it music or is it entertainment?

00:10:09.687 --> 00:10:11.648
Is it nightlife, daylife?

00:10:12.107 --> 00:10:13.249
All those things we actually

00:10:13.729 --> 00:10:15.210
invite you to share with us so that

00:10:15.570 --> 00:10:16.131
when you arrive,

00:10:16.172 --> 00:10:17.072
we can actually tailor the

00:10:17.113 --> 00:10:18.355
experience towards you.

00:10:18.416 --> 00:10:20.440
So what you might see on the website as

00:10:22.043 --> 00:10:23.283
as Tony might be very

00:10:23.323 --> 00:10:25.225
different that Amy will see

00:10:25.304 --> 00:10:26.205
on the website, right?

00:10:26.846 --> 00:10:28.125
And so all that starts with

00:10:28.225 --> 00:10:30.187
a solid CRM structure.

00:10:31.067 --> 00:10:31.288
Again,

00:10:31.327 --> 00:10:33.948
that's maybe not necessarily about

00:10:34.009 --> 00:10:35.149
sustainability as a whole,

00:10:35.190 --> 00:10:37.770
but it is about enriching

00:10:38.270 --> 00:10:40.373
your experience throughout

00:10:40.393 --> 00:10:41.793
the stay and understanding

00:10:41.832 --> 00:10:43.114
if you are a traveler

00:10:43.134 --> 00:10:44.774
that's super passionate about wellness,

00:10:45.394 --> 00:10:46.176
we can provide that

00:10:46.235 --> 00:10:48.056
wellbeing experience for you.

00:10:48.096 --> 00:10:50.697
And we could dial that up for your stay

00:10:51.370 --> 00:10:52.631
in whatever way, shape, or form,

00:10:52.652 --> 00:10:53.392
or at least letting you

00:10:53.432 --> 00:10:55.613
know what the offerings are, right?

00:10:55.873 --> 00:10:59.714
And what I believe is taking

00:10:59.793 --> 00:11:00.715
care of nature,

00:11:00.875 --> 00:11:02.274
which is our responsibility,

00:11:02.375 --> 00:11:03.635
starts with taking care of yourself,

00:11:04.576 --> 00:11:05.655
which is why wellness and

00:11:05.696 --> 00:11:07.076
well-being for us as a

00:11:07.317 --> 00:11:09.038
brand is so critical, right?

00:11:09.077 --> 00:11:10.357
We have an incredible

00:11:10.398 --> 00:11:12.479
partnership with Amfert Spa, which is

00:11:13.619 --> 00:11:16.922
And Carol Bamford from UK

00:11:16.961 --> 00:11:17.761
helped having worked with

00:11:17.802 --> 00:11:19.062
us and opening many,

00:11:19.102 --> 00:11:21.544
many terrific locations and

00:11:21.565 --> 00:11:22.806
wellness spas from South

00:11:22.826 --> 00:11:23.767
Beach to Hanalei Bay.

00:11:24.587 --> 00:11:26.489
And the spa in Hanalei Bay, Amy,

00:11:26.548 --> 00:11:27.809
I think you've been there, as you said,

00:11:28.490 --> 00:11:30.351
is absolutely stunning, right?

00:11:30.751 --> 00:11:33.094
But it goes back to then

00:11:33.193 --> 00:11:34.315
understanding why someone's

00:11:34.335 --> 00:11:36.437
traveling and tailoring

00:11:36.517 --> 00:11:38.177
that experience towards them.

00:11:38.697 --> 00:11:40.799
Got to know who your travelers are, right?

00:11:41.220 --> 00:11:42.140
As much as they want to share,

00:11:43.183 --> 00:11:44.404
As long as we have the data

00:11:44.524 --> 00:11:46.386
and the systems in place to

00:11:47.207 --> 00:11:48.408
take care of that,

00:11:48.989 --> 00:11:50.090
making sure our team members,

00:11:50.169 --> 00:11:51.191
when they deliver the service,

00:11:51.211 --> 00:11:51.812
they actually have the

00:11:51.831 --> 00:11:52.893
information at their fingertips.

00:11:53.052 --> 00:11:54.453
They know that you like sparkling water.

00:11:55.095 --> 00:11:56.375
So why even ask the question?

00:11:56.556 --> 00:11:58.238
We'll just magically make that happen.

00:11:59.217 --> 00:12:01.279
I'm putting a very simple

00:12:01.701 --> 00:12:04.123
example that even those things matter.

00:12:05.150 --> 00:12:05.772
Absolutely.

00:12:05.792 --> 00:12:09.075
And to think about their

00:12:09.134 --> 00:12:10.836
preferences may not relate

00:12:10.897 --> 00:12:12.578
directly to sustainability.

00:12:13.119 --> 00:12:13.479
However,

00:12:13.519 --> 00:12:14.581
if you can deliver that

00:12:14.640 --> 00:12:16.542
exceptional personalized service,

00:12:17.023 --> 00:12:20.505
you now have captured the offering,

00:12:20.546 --> 00:12:22.067
the additional offering that you have,

00:12:22.107 --> 00:12:23.349
which is sustainability,

00:12:23.690 --> 00:12:25.110
and they're engaged personally.

00:12:25.270 --> 00:12:25.571
you know,

00:12:26.211 --> 00:12:29.554
they're in a vacation holiday mindset.

00:12:29.634 --> 00:12:30.735
And so they're much more

00:12:30.797 --> 00:12:32.437
likely to adopt a new

00:12:32.477 --> 00:12:33.940
practice or be curious

00:12:34.559 --> 00:12:36.461
about the practices that

00:12:36.802 --> 00:12:38.464
one hotels is undertaking.

00:12:38.985 --> 00:12:40.645
And then I can pepper the

00:12:40.706 --> 00:12:42.447
experience with small

00:12:42.467 --> 00:12:43.469
little wings and touch

00:12:43.528 --> 00:12:46.672
points that remind you that don't preach,

00:12:47.011 --> 00:12:48.693
but that inspire you and remind you.

00:12:48.833 --> 00:12:49.053
Right.

00:12:49.073 --> 00:12:49.394
So we have

00:12:49.794 --> 00:12:50.918
We have little shower timers

00:12:50.977 --> 00:12:52.461
in our showers, little hour timers.

00:12:52.581 --> 00:12:53.403
So that tell you,

00:12:53.423 --> 00:12:54.947
take a two or three minute shower,

00:12:54.967 --> 00:12:56.291
not a 20 minute shower.

00:12:56.812 --> 00:12:58.235
We won't judge if you take a

00:12:58.235 --> 00:12:58.616
20 minute shower.

00:12:59.476 --> 00:13:01.038
And the water won't shut off, right?

00:13:02.238 --> 00:13:02.378
No,

00:13:02.398 --> 00:13:03.979
it won't shut off the water on you either,

00:13:04.099 --> 00:13:04.339
right?

00:13:04.418 --> 00:13:05.418
This is not what it's about.

00:13:06.399 --> 00:13:08.019
We have a little wooden

00:13:08.059 --> 00:13:09.260
plaque in the room that says,

00:13:09.341 --> 00:13:09.980
one less thing,

00:13:10.380 --> 00:13:12.081
inviting you to leave one thing behind.

00:13:12.101 --> 00:13:13.543
And we'll donate it to a

00:13:13.743 --> 00:13:15.722
local organization that is

00:13:16.344 --> 00:13:18.104
helping those in need that

00:13:18.144 --> 00:13:19.684
might not be able to have

00:13:19.745 --> 00:13:22.546
access to clothing or whatever,

00:13:22.566 --> 00:13:24.086
or whatever the item it might be, right?

00:13:24.147 --> 00:13:24.366
And we

00:13:24.886 --> 00:13:26.047
donate that on a regular

00:13:26.067 --> 00:13:27.508
basis to local organization.

00:13:27.628 --> 00:13:28.567
You can partake in that.

00:13:28.868 --> 00:13:31.129
You don't have to, but we inspire you.

00:13:31.149 --> 00:13:32.948
So there's a lot of ways in

00:13:33.009 --> 00:13:34.589
which we try to inspire

00:13:34.629 --> 00:13:36.090
guests through small little

00:13:36.330 --> 00:13:38.549
touches of making a difference, right?

00:13:38.769 --> 00:13:40.870
We don't have plastic bottles anywhere,

00:13:40.951 --> 00:13:41.171
right?

00:13:41.211 --> 00:13:43.390
We have a partnership with Pathwater.

00:13:43.431 --> 00:13:45.032
We have little water bottles

00:13:45.072 --> 00:13:45.971
that we put in the minibar

00:13:46.011 --> 00:13:46.831
and you can take one and

00:13:46.851 --> 00:13:47.892
you can refill it in your

00:13:47.951 --> 00:13:49.332
in-room water filtration station.

00:13:49.572 --> 00:13:50.133
You put your name

00:13:50.729 --> 00:13:51.609
name on it and then you can

00:13:51.668 --> 00:13:52.730
use it throughout this day

00:13:53.190 --> 00:13:54.789
all small little touches

00:13:55.370 --> 00:13:56.931
that um that make a

00:13:56.971 --> 00:13:58.230
difference right one less

00:13:58.390 --> 00:13:59.792
plastic bottle used is one

00:13:59.831 --> 00:14:00.792
less plastic bottle

00:14:00.871 --> 00:14:01.812
potentially landing in the

00:14:01.873 --> 00:14:03.332
ocean and we all I think

00:14:03.432 --> 00:14:05.114
have heard from especially

00:14:05.153 --> 00:14:07.173
this year's earth day uh

00:14:07.214 --> 00:14:08.134
being so centered around

00:14:08.173 --> 00:14:10.315
plastic um what that can do

00:14:10.335 --> 00:14:11.274
to the planet so we're

00:14:11.294 --> 00:14:12.556
trying to do our small part

00:14:13.076 --> 00:14:15.197
um with with that um but as

00:14:15.216 --> 00:14:16.057
you said it starts with

00:14:17.355 --> 00:14:19.235
engaging your guests.

00:14:19.875 --> 00:14:22.316
And I think that there is a

00:14:22.355 --> 00:14:24.697
bit of an exciting cult

00:14:25.317 --> 00:14:26.576
following with One Hotel.

00:14:26.596 --> 00:14:27.177
So people are really

00:14:27.216 --> 00:14:29.817
passionate about that so far.

00:14:29.898 --> 00:14:31.977
And I just wanted to be part of that.

00:14:33.639 --> 00:14:34.359
Definitely.

00:14:34.519 --> 00:14:36.278
And I want to talk a little

00:14:36.298 --> 00:14:38.259
bit about... So,

00:14:39.759 --> 00:14:42.000
and I believe this is a trend not only...

00:14:44.080 --> 00:14:45.280
But I'm starting to see this

00:14:45.301 --> 00:14:47.761
a little bit more where you

00:14:47.802 --> 00:14:50.943
have an in-room water filtration system.

00:14:51.224 --> 00:14:51.583
Therefore,

00:14:51.624 --> 00:14:53.725
you're not offering plastic

00:14:53.965 --> 00:14:54.546
water bottles.

00:14:54.586 --> 00:14:56.687
Let's just use this one as an example.

00:14:57.106 --> 00:14:57.966
It's no secret.

00:14:58.086 --> 00:15:00.268
There is an added cost to that, right?

00:15:01.129 --> 00:15:02.970
You're going to increase costs.

00:15:03.470 --> 00:15:04.049
However,

00:15:04.070 --> 00:15:08.052
there are you can reduce waste and

00:15:08.111 --> 00:15:09.072
hauling fees.

00:15:09.673 --> 00:15:10.552
But in addition,

00:15:10.673 --> 00:15:12.533
you can also start to build

00:15:12.693 --> 00:15:14.234
a little bit of that into

00:15:14.293 --> 00:15:17.216
your pricing where the

00:15:17.275 --> 00:15:18.676
guest is still going to be

00:15:18.836 --> 00:15:21.376
purchasing extra water bottles.

00:15:21.517 --> 00:15:23.378
And so I think the mindset

00:15:23.418 --> 00:15:24.818
needs to start to be.

00:15:26.730 --> 00:15:27.951
Explain that to the guests

00:15:28.071 --> 00:15:30.972
to some degree in a way

00:15:31.052 --> 00:15:32.134
that they can understand

00:15:32.173 --> 00:15:33.214
that they are still getting

00:15:33.274 --> 00:15:34.654
value and they're still

00:15:34.794 --> 00:15:36.196
utilizing those dollars.

00:15:37.517 --> 00:15:39.839
They would still be spending that money.

00:15:40.298 --> 00:15:41.559
Would you say that that is...

00:15:42.625 --> 00:15:46.126
Yeah, for us, there's been no,

00:15:47.486 --> 00:15:49.288
there's no financial impact providing,

00:15:49.368 --> 00:15:50.389
doing the right thing, right?

00:15:50.428 --> 00:15:51.208
Because we do,

00:15:52.009 --> 00:15:53.370
in addition to doing things

00:15:53.389 --> 00:15:54.230
like filtered water,

00:15:54.309 --> 00:15:55.530
we do a ton of programming

00:15:55.691 --> 00:15:56.951
and activations and happenings,

00:15:57.011 --> 00:15:57.611
as we call them.

00:15:58.131 --> 00:16:00.114
in our hotels on a regular basis.

00:16:00.833 --> 00:16:02.716
Across our 12 hotels,

00:16:02.816 --> 00:16:04.557
we've done over 5,000

00:16:04.557 --> 00:16:07.019
programming activations in the past year,

00:16:07.279 --> 00:16:07.980
which is incredible.

00:16:08.159 --> 00:16:09.541
So this could be from a yoga

00:16:09.581 --> 00:16:10.923
session in the morning to a

00:16:11.163 --> 00:16:12.703
sustainability talk to a

00:16:13.465 --> 00:16:15.265
zero waste mixology class

00:16:15.346 --> 00:16:16.586
that we might be hosting

00:16:16.706 --> 00:16:18.307
throughout our properties.

00:16:18.649 --> 00:16:19.548
But those things

00:16:20.539 --> 00:16:21.681
those don't necessarily cost

00:16:22.022 --> 00:16:23.342
you as a guest,

00:16:23.423 --> 00:16:24.345
but there's a part of the

00:16:24.384 --> 00:16:26.287
experience of being part of the movement.

00:16:26.307 --> 00:16:28.129
And then you stay and have a cocktail,

00:16:28.168 --> 00:16:30.032
you stay and have a meal at

00:16:30.072 --> 00:16:31.393
one of our restaurants, right?

00:16:31.573 --> 00:16:32.715
And that's our,

00:16:33.395 --> 00:16:34.336
we don't have a nickel and

00:16:34.376 --> 00:16:35.879
diming kind of approach.

00:16:35.899 --> 00:16:37.259
We're really trying to make

00:16:37.279 --> 00:16:38.822
sure it's an all encompassing experience

00:16:39.543 --> 00:16:40.202
And by the way,

00:16:40.243 --> 00:16:42.504
we want locals to be part of that too.

00:16:43.325 --> 00:16:44.865
Many of our guests are

00:16:45.904 --> 00:16:47.485
essentially locals that

00:16:47.826 --> 00:16:50.647
come to our restaurants, beach clubs,

00:16:51.067 --> 00:16:52.168
rooftop lounges, what have you.

00:16:53.815 --> 00:16:54.576
As a matter of fact,

00:16:54.615 --> 00:16:55.697
when I was in Hanalei Bay,

00:16:55.777 --> 00:16:57.217
now his name flipped my mind.

00:16:57.597 --> 00:17:02.081
Who's the surfer that lives in Hawaii?

00:17:02.302 --> 00:17:02.861
Oh, no.

00:17:02.881 --> 00:17:03.822
They're at Hamilton?

00:17:04.242 --> 00:17:04.644
Yes.

00:17:04.983 --> 00:17:05.605
Yeah.

00:17:05.765 --> 00:17:07.105
He was having dinner right in front of us.

00:17:07.145 --> 00:17:08.006
And my husband and I were like,

00:17:08.426 --> 00:17:10.488
so there's go to one hotel.

00:17:10.508 --> 00:17:12.410
You're going to see celebrities for sure.

00:17:12.430 --> 00:17:15.932
Some locals coming by.

00:17:15.992 --> 00:17:16.633
That's for sure.

00:17:17.513 --> 00:17:18.355
Yeah, definitely.

00:17:19.109 --> 00:17:21.290
So let's get to the nitty

00:17:21.330 --> 00:17:22.830
gritty of what you're doing

00:17:23.270 --> 00:17:25.951
every day from a marketing perspective.

00:17:27.372 --> 00:17:29.532
We talked about how you gather feedback,

00:17:30.053 --> 00:17:32.252
but how do you measure the

00:17:32.333 --> 00:17:33.634
success of your

00:17:33.673 --> 00:17:36.034
sustainability focused marketing efforts?

00:17:36.493 --> 00:17:37.554
Are there key performance

00:17:37.634 --> 00:17:39.875
indicators that you use or

00:17:40.355 --> 00:17:41.755
how do you track the impact

00:17:42.276 --> 00:17:43.536
on that brand reputation?

00:17:44.359 --> 00:17:44.759
Yeah, I mean,

00:17:44.819 --> 00:17:46.320
it's definitely from the

00:17:46.381 --> 00:17:47.281
experience perspective,

00:17:47.362 --> 00:17:50.023
it's net promoter scores all across,

00:17:50.084 --> 00:17:50.324
right?

00:17:50.364 --> 00:17:51.884
Just to take a look at how

00:17:51.944 --> 00:17:53.445
does the experience resonate?

00:17:53.645 --> 00:17:55.686
And that's an all-encompassing score,

00:17:55.707 --> 00:17:56.107
of course.

00:17:56.647 --> 00:17:57.689
But specifically from a

00:17:57.749 --> 00:17:58.648
marketing perspective,

00:17:58.689 --> 00:18:01.070
we do a ton of content, right?

00:18:01.611 --> 00:18:05.193
From our emails, our blog,

00:18:05.233 --> 00:18:06.253
our field guide blog,

00:18:06.314 --> 00:18:08.016
which doesn't talk as much

00:18:08.076 --> 00:18:09.696
just about the hotel travel experience,

00:18:09.717 --> 00:18:11.317
but about sustainability as a whole.

00:18:11.978 --> 00:18:13.098
and interesting topics that

00:18:13.479 --> 00:18:14.859
we feel are relevant to our audience,

00:18:16.121 --> 00:18:17.340
and a ton of content on

00:18:17.401 --> 00:18:20.522
Instagram and TikTok, right?

00:18:21.884 --> 00:18:24.065
And what we measure, of course,

00:18:24.305 --> 00:18:27.646
is just as you do with, I guess,

00:18:27.707 --> 00:18:29.667
any business that is on these platforms,

00:18:29.788 --> 00:18:31.148
it's the engagement that

00:18:31.189 --> 00:18:32.349
our audience has with it, right?

00:18:32.970 --> 00:18:34.349
And so the engagement scores,

00:18:35.191 --> 00:18:36.451
we do a lot of AB testing

00:18:36.490 --> 00:18:37.611
on what content resonates.

00:18:37.691 --> 00:18:39.592
Is it the beautiful architecture?

00:18:39.751 --> 00:18:42.613
Is it entertaining content on TikTok,

00:18:42.653 --> 00:18:44.192
which might lean towards

00:18:44.553 --> 00:18:46.794
more in that content category?

00:18:47.534 --> 00:18:49.453
Or might it be informational content?

00:18:49.574 --> 00:18:50.694
And frankly,

00:18:51.934 --> 00:18:54.175
what performs incredibly well

00:18:54.296 --> 00:18:55.036
is this rich

00:18:56.175 --> 00:18:58.217
storytelling when we have a

00:18:58.938 --> 00:19:01.038
reel around our sustainability facts,

00:19:01.318 --> 00:19:01.578
right?

00:19:01.659 --> 00:19:02.819
Where we talk about the fact

00:19:02.880 --> 00:19:05.601
that in Hanalei Bay,

00:19:05.760 --> 00:19:07.442
the hotel that you mentioned on Kauai,

00:19:08.343 --> 00:19:10.463
we actually took 38% or

00:19:10.503 --> 00:19:12.964
more of the public space of

00:19:12.984 --> 00:19:14.286
the lobby and we opened up

00:19:14.326 --> 00:19:15.787
and gave it back to nature, right?

00:19:16.967 --> 00:19:17.887
Or the fact that

00:19:19.000 --> 00:19:20.602
a lot of the wood materials

00:19:20.702 --> 00:19:21.584
used in the Central Park

00:19:21.604 --> 00:19:22.664
Hotel is actually from

00:19:22.805 --> 00:19:25.107
former water towers that

00:19:25.167 --> 00:19:26.210
are classic to New York

00:19:26.670 --> 00:19:27.711
that reached their end of

00:19:27.771 --> 00:19:28.593
life and we gave it a

00:19:28.633 --> 00:19:31.096
second life by using that wood in

00:19:33.141 --> 00:19:34.102
in some of the headboards

00:19:34.142 --> 00:19:35.162
and other materials, right?

00:19:35.583 --> 00:19:36.663
And so those stories,

00:19:36.682 --> 00:19:38.163
if we get to tell them,

00:19:38.663 --> 00:19:39.785
performing federally well,

00:19:39.865 --> 00:19:41.986
they have definitely, I mean,

00:19:42.006 --> 00:19:44.508
I would say on average more

00:19:44.548 --> 00:19:45.828
than twice the engagement

00:19:45.888 --> 00:19:46.969
rate that you would see on

00:19:47.088 --> 00:19:50.790
average in these platforms, right?

00:19:50.830 --> 00:19:51.612
And of course, TikTok,

00:19:53.132 --> 00:19:53.913
being a little bit of a

00:19:53.952 --> 00:19:55.593
different level than Instagram.

00:19:55.613 --> 00:19:58.354
But we create content that's

00:19:58.394 --> 00:19:59.914
bespoke to each platform, right?

00:19:59.974 --> 00:20:01.855
What we see a lot,

00:20:01.914 --> 00:20:02.776
and I think a lot of brands

00:20:02.796 --> 00:20:04.476
have played around with it,

00:20:04.715 --> 00:20:05.916
is that content that

00:20:06.477 --> 00:20:07.196
performs well on one

00:20:07.237 --> 00:20:07.958
platform doesn't

00:20:08.018 --> 00:20:09.458
necessarily perform well on the other.

00:20:09.538 --> 00:20:10.417
So you've got to actually

00:20:10.999 --> 00:20:12.598
invest in that storytelling

00:20:12.659 --> 00:20:14.880
by creating bespoke content

00:20:15.079 --> 00:20:15.921
content for each.

00:20:17.001 --> 00:20:18.063
And we get a little thrifty

00:20:18.103 --> 00:20:18.784
and playful with it.

00:20:19.263 --> 00:20:20.685
And the playful part is

00:20:20.705 --> 00:20:22.267
definitely more on the TikTok side.

00:20:22.548 --> 00:20:24.108
So I definitely invite everyone to follow.

00:20:24.169 --> 00:20:27.092
But in terms of the KPIs,

00:20:27.571 --> 00:20:29.894
it is about reaching the right audience.

00:20:30.315 --> 00:20:31.936
It's about going deep.

00:20:32.317 --> 00:20:34.378
And it's about being very,

00:20:34.459 --> 00:20:35.901
very clear with your storytelling.

00:20:36.340 --> 00:20:38.482
We see that TikTok is definitely becoming

00:20:40.082 --> 00:20:42.490
a very important search engine for travel,

00:20:43.231 --> 00:20:43.472
right?

00:20:43.532 --> 00:20:44.455
And so we definitely want to

00:20:44.497 --> 00:20:45.219
play in that space.

00:20:46.394 --> 00:20:47.434
What a fun job.

00:20:48.035 --> 00:20:48.955
Yeah.

00:20:49.175 --> 00:20:51.278
The team is doing an incredible job.

00:20:51.298 --> 00:20:51.979
Very proud of them.

00:20:52.239 --> 00:20:54.500
And that's the most important part.

00:20:54.540 --> 00:20:55.761
We have incredibly talented

00:20:55.781 --> 00:20:57.742
people that know what

00:20:57.762 --> 00:20:59.865
they're doing and are not

00:20:59.904 --> 00:21:00.865
afraid to take a risk.

00:21:00.986 --> 00:21:02.866
And I think that's an

00:21:02.906 --> 00:21:04.808
important thing is just to learn,

00:21:05.148 --> 00:21:06.329
get comfortable with trying

00:21:06.369 --> 00:21:06.931
something new.

00:21:07.010 --> 00:21:08.711
And sometimes maybe it's not ideal,

00:21:08.791 --> 00:21:10.032
but as long as you pivot

00:21:10.073 --> 00:21:11.994
very quickly and learn from

00:21:12.414 --> 00:21:13.496
whatever works, doesn't work,

00:21:14.477 --> 00:21:15.778
then you can really be successful.

00:21:16.459 --> 00:21:16.999
And that's really

00:21:17.058 --> 00:21:18.180
interesting because I think

00:21:18.240 --> 00:21:19.480
a lot of organizations

00:21:19.540 --> 00:21:20.402
wouldn't give their

00:21:20.862 --> 00:21:23.403
employees the freedom to do that.

00:21:23.503 --> 00:21:25.306
So that's really empowering

00:21:25.385 --> 00:21:27.788
and gives them a lot of confidence, right,

00:21:27.847 --> 00:21:29.028
in what they're doing that

00:21:29.068 --> 00:21:30.529
they can figure it out.

00:21:32.195 --> 00:21:33.738
And I think it's about not

00:21:33.758 --> 00:21:35.359
just telling the story of design,

00:21:35.420 --> 00:21:37.222
it's telling the story of the people.

00:21:38.525 --> 00:21:39.246
During Earth Month,

00:21:39.286 --> 00:21:40.647
we have a whole blog piece

00:21:40.688 --> 00:21:41.828
just dedicated to our

00:21:42.470 --> 00:21:43.672
sustainability champions.

00:21:43.872 --> 00:21:45.334
So we have someone at the

00:21:45.374 --> 00:21:48.778
hotel who might have a very senior role

00:21:49.827 --> 00:21:51.690
to make an impact on the

00:21:51.770 --> 00:21:53.772
property's sustainability efforts.

00:21:53.913 --> 00:21:55.094
Typically, it's like a dual role,

00:21:55.875 --> 00:21:56.536
but they have a very

00:21:56.576 --> 00:21:57.757
specific incentive plan and

00:21:57.777 --> 00:21:58.798
get compensated for

00:21:58.877 --> 00:22:00.941
achieving sustainability-related goals,

00:22:01.141 --> 00:22:01.361
right?

00:22:01.461 --> 00:22:03.644
So we highlighted what they're doing.

00:22:03.683 --> 00:22:05.105
That might be the executive chef.

00:22:05.184 --> 00:22:06.527
It might be the hotel manager.

00:22:06.626 --> 00:22:07.448
It might be someone...

00:22:08.409 --> 00:22:10.230
a department head or an

00:22:10.289 --> 00:22:11.411
assistant manager somewhere.

00:22:11.931 --> 00:22:13.451
But the idea is to have

00:22:13.652 --> 00:22:15.613
someone who takes charge of

00:22:15.653 --> 00:22:17.273
sustainability within each hotel.

00:22:17.753 --> 00:22:19.894
And then that's highlighting

00:22:19.954 --> 00:22:21.695
those incredible people and

00:22:21.736 --> 00:22:22.896
team members is,

00:22:23.896 --> 00:22:25.518
uh resonates with the

00:22:25.577 --> 00:22:26.558
audience because it

00:22:26.818 --> 00:22:28.140
humanizes what we're doing

00:22:28.339 --> 00:22:30.320
right um of course we have

00:22:30.340 --> 00:22:31.422
a very close connection to

00:22:31.461 --> 00:22:32.563
nature and so it certainly

00:22:32.583 --> 00:22:34.124
makes it relevant but if

00:22:34.163 --> 00:22:35.125
it's not about people then

00:22:35.144 --> 00:22:36.404
who it is about right we

00:22:36.444 --> 00:22:37.945
have to make an impact um

00:22:38.326 --> 00:22:39.788
to undo what we may have

00:22:39.807 --> 00:22:41.709
done uh to mother nature

00:22:42.710 --> 00:22:44.750
that's so smart and what a

00:22:44.790 --> 00:22:45.932
great way to motivate them

00:22:45.971 --> 00:22:47.512
and incentivize them and

00:22:49.394 --> 00:22:51.336
Instead of giving back and pay it forward,

00:22:51.375 --> 00:22:51.615
right?

00:22:51.675 --> 00:22:52.936
So on our birthday,

00:22:53.017 --> 00:22:55.298
we've essentially shut down

00:22:55.397 --> 00:22:57.659
all of our corporate office locations.

00:22:57.959 --> 00:22:59.859
And we went out and cleaned up beaches,

00:23:00.000 --> 00:23:01.240
cleaned up parks.

00:23:01.560 --> 00:23:02.861
And again,

00:23:03.622 --> 00:23:04.481
signal to the rest of the

00:23:04.501 --> 00:23:05.502
organization the commitment

00:23:05.522 --> 00:23:06.042
we are making.

00:23:06.063 --> 00:23:06.903
Sure.

00:23:07.663 --> 00:23:09.463
Because you have to see the

00:23:09.523 --> 00:23:10.644
leaders and leaders.

00:23:11.996 --> 00:23:14.538
The C-suite, doing it is well,

00:23:15.577 --> 00:23:17.578
and then they follow along

00:23:17.638 --> 00:23:18.319
so much better.

00:23:18.339 --> 00:23:20.800
You have to practice what you preach,

00:23:20.861 --> 00:23:21.121
right?

00:23:21.260 --> 00:23:22.142
The old saying is.

00:23:22.882 --> 00:23:25.083
So tell me, do you actually,

00:23:25.702 --> 00:23:28.684
based on data and what your

00:23:28.744 --> 00:23:30.405
guests' interests are,

00:23:30.486 --> 00:23:33.667
let's say in the realm of sustainability,

00:23:34.708 --> 00:23:36.848
Will you market different

00:23:36.888 --> 00:23:38.529
initiatives or different

00:23:38.569 --> 00:23:40.371
hotels to them based on

00:23:40.451 --> 00:23:42.652
what's aligning with their values,

00:23:42.971 --> 00:23:43.571
so to speak?

00:23:44.071 --> 00:23:44.853
Yeah.

00:23:44.873 --> 00:23:47.354
And that goes back to what I

00:23:47.374 --> 00:23:48.713
mentioned originally in data, right?

00:23:48.753 --> 00:23:50.315
And the preference driven approach.

00:23:50.474 --> 00:23:54.636
So I'll just use an example

00:23:54.777 --> 00:23:56.938
for the emails you might get, right?

00:23:56.958 --> 00:23:58.499
So if you're indicating that

00:23:58.538 --> 00:24:00.579
you're a more wellness centered

00:24:02.181 --> 00:24:02.961
you might get different

00:24:03.020 --> 00:24:04.162
offers that are

00:24:04.182 --> 00:24:07.684
personalized to you versus someone who is,

00:24:08.665 --> 00:24:08.925
you know,

00:24:09.205 --> 00:24:12.388
typically not indulging in our

00:24:12.429 --> 00:24:13.169
wellness offerings,

00:24:13.229 --> 00:24:15.530
but indulging in food and beverage,

00:24:15.570 --> 00:24:15.770
right?

00:24:15.810 --> 00:24:16.811
And is interested in that.

00:24:16.832 --> 00:24:17.792
And the offers might be a

00:24:17.833 --> 00:24:18.732
little bit different, right?

00:24:19.233 --> 00:24:21.194
And so the idea is that it's

00:24:21.234 --> 00:24:22.455
tailored towards you and

00:24:22.476 --> 00:24:23.757
the marketing is tailored towards you.

00:24:24.857 --> 00:24:25.499
That's great.

00:24:26.638 --> 00:24:29.721
And so can you share, you know,

00:24:31.880 --> 00:24:33.780
Any specific campaigns that

00:24:33.800 --> 00:24:35.461
you've really seen drive bookings?

00:24:37.064 --> 00:24:37.183
Yeah,

00:24:37.644 --> 00:24:40.566
I think there are quite a few initiatives,

00:24:40.605 --> 00:24:41.586
but I think one that's

00:24:41.747 --> 00:24:45.429
really key is maybe not so

00:24:45.449 --> 00:24:46.769
much about driving just bookings,

00:24:46.849 --> 00:24:47.590
but it's actually

00:24:47.671 --> 00:24:51.512
disrupting or reimagining

00:24:51.613 --> 00:24:53.253
the meetings business, right?

00:24:53.334 --> 00:24:55.336
Which is to especially our

00:24:55.375 --> 00:24:56.215
business travelers and

00:24:56.256 --> 00:24:57.257
corporate clients that have

00:24:57.297 --> 00:25:01.200
meetings at our events at our hotels.

00:25:02.800 --> 00:25:04.163
it hasn't necessarily always

00:25:04.202 --> 00:25:05.905
been so easy to be super sustainable,

00:25:05.945 --> 00:25:06.145
right?

00:25:06.165 --> 00:25:08.409
So we launched a program,

00:25:08.869 --> 00:25:09.529
an offering called

00:25:09.611 --> 00:25:11.011
Certified Sustainable Gatherings,

00:25:11.071 --> 00:25:11.913
which is really about

00:25:12.595 --> 00:25:13.895
taking larger meetings and

00:25:13.935 --> 00:25:15.057
events from corporate

00:25:15.077 --> 00:25:16.880
meetings to weddings or what have you,

00:25:16.940 --> 00:25:17.080
right?

00:25:17.840 --> 00:25:21.703
and third party partner to

00:25:21.763 --> 00:25:24.625
certify them as zero waste, right?

00:25:24.747 --> 00:25:27.628
So the idea is if you're

00:25:27.929 --> 00:25:30.250
having food offerings or the setup,

00:25:31.191 --> 00:25:32.231
how do you reuse that?

00:25:32.291 --> 00:25:33.913
How do you ensure that you

00:25:34.074 --> 00:25:35.775
don't cause so much food waste?

00:25:36.535 --> 00:25:40.198
And so far the events have been booked,

00:25:40.258 --> 00:25:41.960
we've achieved a 97%

00:25:41.960 --> 00:25:44.401
diversion rate and waste on these events.

00:25:45.882 --> 00:25:47.423
And again, it goes to,

00:25:47.542 --> 00:25:49.083
this is not about marketing.

00:25:49.903 --> 00:25:51.544
This is about actually doing it.

00:25:51.784 --> 00:25:55.325
This is about not saying we are green,

00:25:55.525 --> 00:25:57.486
or this is not saying we love nature.

00:25:57.546 --> 00:25:59.086
This is actually making sure

00:25:59.125 --> 00:26:00.826
it goes through everything we do.

00:26:00.987 --> 00:26:03.748
And we unearth always,

00:26:03.768 --> 00:26:04.768
we unearth something else

00:26:04.788 --> 00:26:05.708
we could be doing better on

00:26:05.748 --> 00:26:07.489
a pretty regular basis, right?

00:26:07.949 --> 00:26:08.429
Like I said,

00:26:09.574 --> 00:26:10.554
We are not perfect,

00:26:11.453 --> 00:26:13.394
but our compass that we put

00:26:13.434 --> 00:26:15.615
on our walls is do all the good you can.

00:26:16.515 --> 00:26:18.316
Let's find a way to evolve.

00:26:18.415 --> 00:26:19.455
Let's find a way to just do

00:26:19.496 --> 00:26:20.036
it a little bit better.

00:26:20.056 --> 00:26:21.155
And this is a good example

00:26:21.855 --> 00:26:23.776
of a very end-to-end

00:26:23.816 --> 00:26:26.096
experience of impacting

00:26:26.156 --> 00:26:27.696
another part of our business, right?

00:26:28.817 --> 00:26:31.758
And that is just proof that it's possible.

00:26:33.218 --> 00:26:34.097
I mean, you know,

00:26:35.157 --> 00:26:36.439
there is no elephant in the room.

00:26:36.479 --> 00:26:38.058
Staying at one hotel is not...

00:26:39.840 --> 00:26:42.962
you know, the lowest, you know,

00:26:43.063 --> 00:26:43.863
price point.

00:26:44.223 --> 00:26:45.423
Right.

00:26:45.443 --> 00:26:48.286
And so to that, you know, effort,

00:26:48.826 --> 00:26:51.228
you have a high quality

00:26:51.288 --> 00:26:52.488
guests and meeting

00:26:52.868 --> 00:26:55.650
corporate meeting client

00:26:55.690 --> 00:26:57.030
that is coming in and

00:26:57.070 --> 00:27:00.192
they're not seeing any kind of, you know,

00:27:00.692 --> 00:27:02.753
sacrifice in offering or

00:27:02.914 --> 00:27:04.335
service or anything.

00:27:04.434 --> 00:27:04.796
So that's,

00:27:05.596 --> 00:27:07.900
It's proof to the market

00:27:08.019 --> 00:27:09.622
that it's being demanded

00:27:09.682 --> 00:27:11.304
and people are willing to pay for it,

00:27:11.365 --> 00:27:11.984
wouldn't you say?

00:27:12.486 --> 00:27:12.967
Absolutely.

00:27:13.126 --> 00:27:15.830
I think that is ultimately

00:27:16.511 --> 00:27:17.252
people are willing to pay

00:27:17.292 --> 00:27:18.034
for that experience.

00:27:18.665 --> 00:27:20.748
And I can plug in here a

00:27:20.847 --> 00:27:23.711
little bit of a sneak

00:27:23.730 --> 00:27:26.772
preview into a sister or

00:27:26.813 --> 00:27:29.355
brother brand of one hotels

00:27:29.375 --> 00:27:31.478
that we've launched with

00:27:31.498 --> 00:27:33.078
the first property in London, actually,

00:27:33.138 --> 00:27:34.359
called Treehouse,

00:27:34.400 --> 00:27:35.340
Treehouse Hotel in London.

00:27:35.961 --> 00:27:37.163
And it has, of course,

00:27:37.563 --> 00:27:40.405
as the name would suggest, a similar,

00:27:40.945 --> 00:27:41.686
not a nature,

00:27:42.007 --> 00:27:44.890
maybe more in this more playful, cheeky,

00:27:45.490 --> 00:27:46.411
kind of approach with a

00:27:46.431 --> 00:27:46.971
little bit of that

00:27:47.071 --> 00:27:48.993
nostalgia coming to life.

00:27:49.653 --> 00:27:51.556
But it is a fun, fun place to be.

00:27:51.576 --> 00:27:53.498
And it is a lower price

00:27:53.538 --> 00:27:54.618
point and a lower tier.

00:27:55.780 --> 00:27:57.942
And I'm excited that we are

00:27:58.083 --> 00:27:59.564
opening the next two hotels,

00:28:00.384 --> 00:28:01.546
three hotels actually this year.

00:28:02.287 --> 00:28:02.946
The next one is in

00:28:03.107 --> 00:28:06.730
Manchester in the UK and

00:28:06.849 --> 00:28:08.490
this year as well in Silicon Valley,

00:28:09.070 --> 00:28:10.951
right near the Google campus.

00:28:10.971 --> 00:28:14.094
So that'll be a stunning property too.

00:28:14.554 --> 00:28:14.974
But again,

00:28:15.134 --> 00:28:17.996
it allows the passion for sustainability,

00:28:18.076 --> 00:28:21.097
nature with a different spin,

00:28:21.137 --> 00:28:21.939
a different angle,

00:28:22.739 --> 00:28:24.539
but equally as important at

00:28:24.579 --> 00:28:25.300
a lower price point.

00:28:26.780 --> 00:28:27.961
That is so smart.

00:28:29.182 --> 00:28:30.683
I mean, from a...

00:28:31.819 --> 00:28:35.181
company perspective and SH

00:28:35.340 --> 00:28:40.221
Hotels because it's kind of

00:28:40.281 --> 00:28:42.042
a dirty word I think sometimes,

00:28:42.063 --> 00:28:43.323
or maybe it's just me in my

00:28:43.363 --> 00:28:45.824
head as a sustainability advisor,

00:28:46.163 --> 00:28:47.683
but yet I appreciate and

00:28:47.824 --> 00:28:49.525
love a luxury offering.

00:28:50.454 --> 00:28:50.674
You know,

00:28:50.714 --> 00:28:51.734
there's some people out there

00:28:51.775 --> 00:28:53.556
that say they don't belong

00:28:53.596 --> 00:28:54.715
in the same sentence.

00:28:54.976 --> 00:28:56.277
It's not authentic.

00:28:56.356 --> 00:28:57.416
It can't be done.

00:28:57.436 --> 00:29:00.397
And so I love that it can be done.

00:29:00.657 --> 00:29:01.659
Just go to one hotels and

00:29:01.679 --> 00:29:02.219
you're going to see.

00:29:02.259 --> 00:29:04.660
But I love that there's a

00:29:04.740 --> 00:29:07.460
lot of consideration for

00:29:08.060 --> 00:29:11.981
all socioeconomic levels out there.

00:29:13.020 --> 00:29:14.261
It can be done.

00:29:14.501 --> 00:29:16.362
It just needs to be more than,

00:29:16.622 --> 00:29:18.063
please reuse your towels or

00:29:18.123 --> 00:29:18.982
we won't clean your room

00:29:19.002 --> 00:29:22.164
today because that's more sustainable,

00:29:22.325 --> 00:29:22.545
right?

00:29:23.404 --> 00:29:25.665
If you want to do it,

00:29:25.685 --> 00:29:27.386
you just got to go all in with it.

00:29:28.967 --> 00:29:30.208
Even if your brand is not

00:29:30.327 --> 00:29:32.388
messaging sustainability,

00:29:32.429 --> 00:29:34.169
but try to unearth every

00:29:34.209 --> 00:29:35.490
part of the experience, right?

00:29:35.529 --> 00:29:37.211
I mean, when Barry launched his brand,

00:29:37.250 --> 00:29:37.830
he said, look,

00:29:38.310 --> 00:29:39.551
I want to inspire change to

00:29:39.571 --> 00:29:40.051
this industry.

00:29:41.607 --> 00:29:42.949
And people are welcome to

00:29:43.209 --> 00:29:44.049
get inspired by that,

00:29:44.089 --> 00:29:45.651
whether it's consumers or the industry.

00:29:45.711 --> 00:29:49.112
So I think that is an important nod.

00:29:49.992 --> 00:29:53.234
For me, it's about taking it at the,

00:29:53.535 --> 00:29:54.214
you talked about the

00:29:54.255 --> 00:29:56.336
leadership team and C-suite team.

00:29:56.816 --> 00:29:58.817
It's got to start there, right?

00:29:59.097 --> 00:30:01.219
And we have a, within the company,

00:30:01.239 --> 00:30:02.239
we have a sustainability

00:30:02.278 --> 00:30:03.200
governance committee,

00:30:03.299 --> 00:30:04.760
which is ultimately the

00:30:05.020 --> 00:30:05.961
most senior leaders in the

00:30:06.000 --> 00:30:07.201
company coming together

00:30:07.261 --> 00:30:08.623
once a month and taking a

00:30:08.663 --> 00:30:09.182
look how we're doing.

00:30:09.980 --> 00:30:10.941
with every single hotel?

00:30:11.540 --> 00:30:12.320
How are we progressing?

00:30:12.681 --> 00:30:13.701
Are we making an impact?

00:30:13.902 --> 00:30:14.923
Are these projects that we

00:30:14.942 --> 00:30:16.623
set forth actually being executed?

00:30:17.923 --> 00:30:20.444
So what you measure will get done.

00:30:21.145 --> 00:30:22.066
So we've got to keep

00:30:22.165 --> 00:30:23.047
measuring it and keep

00:30:23.186 --> 00:30:25.067
holding ourselves to that bar.

00:30:26.327 --> 00:30:29.250
That's such an incredible point because

00:30:30.292 --> 00:30:31.834
If you're an organization

00:30:31.973 --> 00:30:33.673
out there that's looking to

00:30:33.834 --> 00:30:35.755
start down your journey,

00:30:35.954 --> 00:30:37.415
your sustainability journey,

00:30:37.915 --> 00:30:40.517
and you are siloing sustainability,

00:30:41.557 --> 00:30:42.837
you're making a mistake,

00:30:43.538 --> 00:30:44.739
if I dare to say that,

00:30:44.858 --> 00:30:46.599
because it really needs to be,

00:30:46.759 --> 00:30:47.880
it needs to sit in the same

00:30:47.940 --> 00:30:49.921
room as marketing, as F&B,

00:30:50.040 --> 00:30:53.061
as every department, operations, you know,

00:30:53.602 --> 00:30:54.262
finance.

00:30:55.143 --> 00:30:57.525
everything needs to center

00:30:57.625 --> 00:30:59.306
really around it to be able

00:30:59.326 --> 00:31:00.846
to offer that authentic,

00:31:01.307 --> 00:31:03.388
sustainable product.

00:31:05.210 --> 00:31:07.790
And something I was thinking

00:31:07.830 --> 00:31:09.031
about while you were talking is,

00:31:10.689 --> 00:31:12.710
that luxury really,

00:31:12.730 --> 00:31:14.849
we have to redefine what it

00:31:15.029 --> 00:31:16.770
is because a true luxury

00:31:16.951 --> 00:31:21.892
offering is about time and

00:31:22.353 --> 00:31:23.893
everything reusable, right?

00:31:23.932 --> 00:31:24.133
I mean,

00:31:24.153 --> 00:31:25.834
I think about Europe a lot because

00:31:27.534 --> 00:31:30.035
most hotels in Europe don't

00:31:30.255 --> 00:31:32.036
have a habit of giving you

00:31:32.056 --> 00:31:32.935
a lot of plastic.

00:31:34.217 --> 00:31:36.317
Call them sustainable, call them not.

00:31:36.637 --> 00:31:37.719
Whatever you want to call them,

00:31:37.979 --> 00:31:39.798
that's just not the offering.

00:31:40.819 --> 00:31:42.820
And there's just a way of

00:31:42.941 --> 00:31:44.560
life that is different.

00:31:44.741 --> 00:31:45.961
It's simpler,

00:31:46.442 --> 00:31:48.542
but yet elevated at the same time.

00:31:50.104 --> 00:31:51.203
Products are made to last.

00:31:52.565 --> 00:31:55.586
They're sustainable because they last.

00:31:55.665 --> 00:31:56.665
And I think if we have at

00:31:56.746 --> 00:32:00.428
least a nod to that, I think we can...

00:32:01.307 --> 00:32:03.849
we can take a page of that book.

00:32:03.890 --> 00:32:04.450
I think Europe,

00:32:04.490 --> 00:32:06.750
certainly from a general

00:32:06.951 --> 00:32:08.211
behavioral standpoint,

00:32:08.231 --> 00:32:10.713
what consumers or citizens

00:32:10.814 --> 00:32:12.835
even do from a recycling perspective,

00:32:14.150 --> 00:32:16.692
years ahead of where the us

00:32:16.751 --> 00:32:17.811
might be but I will also

00:32:17.872 --> 00:32:18.992
say the us has progressed

00:32:19.133 --> 00:32:20.193
right I mean what it was

00:32:20.273 --> 00:32:22.115
when surely one hotels

00:32:22.174 --> 00:32:23.355
launched and with the first

00:32:23.455 --> 00:32:26.298
opening in 2015 to what the

00:32:26.357 --> 00:32:27.397
consumer behavior and

00:32:27.438 --> 00:32:29.179
perception is of climate

00:32:29.219 --> 00:32:30.599
change and sustainability

00:32:31.240 --> 00:32:32.701
and nature is different now

00:32:32.961 --> 00:32:36.003
right eight years in so um

00:32:36.364 --> 00:32:37.625
what us what is important

00:32:37.644 --> 00:32:38.984
to us is like I said

00:32:39.025 --> 00:32:40.205
constantly involved and

00:32:40.486 --> 00:32:42.627
ensuring we are maintaining that trend

00:32:43.508 --> 00:32:45.429
of pushing ourselves forward, right?

00:32:46.648 --> 00:32:48.269
And that's a perfect segue.

00:32:48.309 --> 00:32:49.849
So I want to know, you know,

00:32:49.869 --> 00:32:51.851
as the market is shifting,

00:32:52.471 --> 00:32:54.372
adopting more sustainability,

00:32:55.352 --> 00:32:58.053
more and more brands are becoming,

00:32:58.073 --> 00:32:58.472
you know,

00:32:58.492 --> 00:33:00.292
let's call it responsible luxury.

00:33:00.313 --> 00:33:03.433
You know, the Regent is one,

00:33:03.554 --> 00:33:04.974
Sixth Sense is starting to

00:33:05.035 --> 00:33:06.315
come into the market.

00:33:07.556 --> 00:33:10.797
How do you see one hotel continuing to

00:33:12.028 --> 00:33:12.307
you know,

00:33:12.448 --> 00:33:14.690
carve out their unique value proposition,

00:33:15.030 --> 00:33:16.912
stand out from the competition,

00:33:17.413 --> 00:33:18.693
still offering something

00:33:18.773 --> 00:33:20.894
vibey and fresh and unique.

00:33:22.792 --> 00:33:24.855
Look, from my perspective,

00:33:25.255 --> 00:33:28.417
we will continue to iterate on the design,

00:33:29.019 --> 00:33:29.920
on the experience,

00:33:30.160 --> 00:33:31.821
on the 360 of it all to

00:33:31.922 --> 00:33:33.563
continue to make these

00:33:33.803 --> 00:33:35.625
vibrant and buzzy places.

00:33:35.724 --> 00:33:36.526
We're investing in the

00:33:36.566 --> 00:33:38.847
existing hotels to make

00:33:38.907 --> 00:33:39.769
sure they stay relevant.

00:33:40.529 --> 00:33:42.151
But most importantly, to me,

00:33:42.511 --> 00:33:43.712
it's not about following a trend.

00:33:45.483 --> 00:33:46.825
nature doesn't go out of

00:33:46.865 --> 00:33:48.267
style hasn't gone out of

00:33:48.287 --> 00:33:50.348
style right and so if we

00:33:50.409 --> 00:33:51.809
really craft this magic

00:33:51.891 --> 00:33:53.531
experience right and and

00:33:53.731 --> 00:33:54.854
always have our finger on

00:33:54.874 --> 00:33:55.974
the pulse which resonates

00:33:56.015 --> 00:33:57.876
with with guests and then

00:33:58.497 --> 00:34:00.058
bring them in and let them

00:34:00.098 --> 00:34:01.460
enjoy the the experience

00:34:01.500 --> 00:34:02.641
and then inspire them

00:34:03.852 --> 00:34:05.373
around the idea of sustainability,

00:34:05.413 --> 00:34:06.173
then I think we have a

00:34:06.212 --> 00:34:08.014
great recipe for success.

00:34:08.333 --> 00:34:11.795
And I don't think having

00:34:11.855 --> 00:34:12.876
other brands taking an

00:34:13.715 --> 00:34:15.777
approach on taking good

00:34:15.817 --> 00:34:18.398
care of nature is the right thing to do,

00:34:18.717 --> 00:34:18.998
right?

00:34:19.117 --> 00:34:21.458
And we carve out our space

00:34:22.179 --> 00:34:23.480
of doing that in our way.

00:34:23.500 --> 00:34:28.981
And I think where I see us

00:34:29.242 --> 00:34:30.762
all having to move beyond

00:34:30.782 --> 00:34:32.244
is beyond sustainability.

00:34:33.228 --> 00:34:33.447
right?

00:34:33.527 --> 00:34:35.369
Because if you look around,

00:34:35.710 --> 00:34:37.391
and this might be something

00:34:37.411 --> 00:34:38.572
a little bit more forward thinking,

00:34:38.592 --> 00:34:39.391
but if you look around,

00:34:40.952 --> 00:34:42.673
if we keep the planet the way it is,

00:34:42.693 --> 00:34:44.135
it might not be enough, right?

00:34:44.175 --> 00:34:45.376
We actually have to go from

00:34:45.675 --> 00:34:47.317
sustainability to regeneration.

00:34:47.998 --> 00:34:49.239
We actually have to do more

00:34:49.298 --> 00:34:50.900
to maybe undo certain

00:34:50.940 --> 00:34:51.739
things that have happened

00:34:51.940 --> 00:34:54.561
or bring certain things to

00:34:54.601 --> 00:34:55.483
a higher level when it

00:34:55.523 --> 00:34:57.623
comes to taking care of nature.

00:34:57.744 --> 00:34:59.905
So I think we'll see

00:35:00.126 --> 00:35:01.206
ourselves probably shift

00:35:01.266 --> 00:35:02.748
from just sustainability to

00:35:03.728 --> 00:35:04.367
regeneration.

00:35:04.788 --> 00:35:07.449
Maybe the term should change, frankly,

00:35:08.588 --> 00:35:09.889
to something even more.

00:35:11.590 --> 00:35:13.289
I'm not saying that we're there yet,

00:35:14.469 --> 00:35:15.331
not making that claim,

00:35:15.630 --> 00:35:17.070
but I know we're having

00:35:17.090 --> 00:35:18.610
these conversations about, okay,

00:35:18.650 --> 00:35:20.992
how can we continue to do more,

00:35:21.492 --> 00:35:22.552
knowing that we're a business,

00:35:22.831 --> 00:35:24.532
knowing that we are taking

00:35:24.572 --> 00:35:25.632
care of travelers,

00:35:26.032 --> 00:35:28.193
knowing the environment that we're in,

00:35:28.773 --> 00:35:31.414
but we can always do better.

00:35:32.351 --> 00:35:34.617
You can always do more.

00:35:34.677 --> 00:35:35.137
By the way,

00:35:35.518 --> 00:35:38.365
I've got my quote for the episode,

00:35:38.867 --> 00:35:39.427
so thank you.

00:35:41.802 --> 00:35:43.563
You know, whenever,

00:35:43.764 --> 00:35:45.105
when you can implement

00:35:45.144 --> 00:35:46.766
sustainability into your culture,

00:35:46.945 --> 00:35:50.248
it automatically births a uniqueness,

00:35:50.387 --> 00:35:50.728
right?

00:35:50.809 --> 00:35:53.210
So I feel you hit it on the head.

00:35:53.230 --> 00:35:57.353
It's about the way you deliver it.

00:35:57.932 --> 00:36:00.434
Everyone's, you know, rendition,

00:36:00.655 --> 00:36:01.215
if you will,

00:36:01.275 --> 00:36:02.835
will be different and will be

00:36:03.315 --> 00:36:04.657
presented differently.

00:36:04.777 --> 00:36:06.077
And so there is room for

00:36:06.217 --> 00:36:08.418
everybody in the space.

00:36:09.199 --> 00:36:09.400
Yeah.

00:36:10.188 --> 00:36:12.429
And it's great when you say everyone,

00:36:12.530 --> 00:36:13.891
it is really about everyone, right?

00:36:13.951 --> 00:36:15.532
And we have our team members

00:36:15.552 --> 00:36:17.992
who are so passionate about it every day,

00:36:18.112 --> 00:36:20.315
challenging us, coming up with new ideas,

00:36:20.755 --> 00:36:21.996
going out in the community,

00:36:22.056 --> 00:36:23.617
helping the community.

00:36:23.757 --> 00:36:26.358
And that is what creates, again,

00:36:26.378 --> 00:36:28.179
a lot of magic for me is

00:36:28.380 --> 00:36:30.842
when it really becomes a breathing,

00:36:30.902 --> 00:36:32.083
living thing we do every day.

00:36:33.945 --> 00:36:34.264
You know,

00:36:34.746 --> 00:36:36.246
she just keeps saying so many good,

00:36:36.467 --> 00:36:37.068
good things.

00:36:37.588 --> 00:36:40.851
I think when a hotelier thinks about,

00:36:42.112 --> 00:36:43.632
you know, we talk about sustainability,

00:36:43.673 --> 00:36:46.436
helping with employee retention and and,

00:36:47.476 --> 00:36:47.717
you know,

00:36:47.737 --> 00:36:49.378
the problem with labor shortage.

00:36:49.518 --> 00:36:50.639
And they they just think

00:36:50.679 --> 00:36:52.681
that's some kind of like pie in the sky.

00:36:54.096 --> 00:36:55.516
No way that that's possible.

00:36:55.697 --> 00:36:57.056
And you just said it and I

00:36:57.097 --> 00:36:59.498
have seen it happen when

00:36:59.938 --> 00:37:01.739
employees can get behind

00:37:01.918 --> 00:37:03.298
something and they start to

00:37:03.398 --> 00:37:05.280
generate ideas and bring them to,

00:37:06.239 --> 00:37:07.019
you know,

00:37:07.039 --> 00:37:09.201
the leadership team and they

00:37:09.400 --> 00:37:10.882
actually get implemented.

00:37:11.442 --> 00:37:13.021
They take such pride and

00:37:13.202 --> 00:37:15.063
ownership and a whole new

00:37:15.242 --> 00:37:17.463
level of enthusiasm in their roles.

00:37:18.563 --> 00:37:18.724
Yeah,

00:37:18.824 --> 00:37:20.585
and we see it in our retention rates

00:37:20.625 --> 00:37:22.005
and our extremely low

00:37:22.085 --> 00:37:23.324
turnover rates compared to

00:37:23.344 --> 00:37:26.065
what other brands might be experiencing,

00:37:26.106 --> 00:37:26.326
right?

00:37:26.445 --> 00:37:28.447
So it's right there.

00:37:29.106 --> 00:37:31.427
Our team members are engaged.

00:37:31.547 --> 00:37:32.628
They're part of that journey.

00:37:32.987 --> 00:37:35.568
And we face the same labor

00:37:35.608 --> 00:37:37.150
markets as everyone else.

00:37:38.909 --> 00:37:40.692
very difficult situation still,

00:37:42.233 --> 00:37:44.257
pretty much around the globe, right?

00:37:44.697 --> 00:37:45.559
If you think about it.

00:37:46.800 --> 00:37:48.382
But we try to make sure it's

00:37:48.422 --> 00:37:50.085
a place that they want to

00:37:50.125 --> 00:37:51.246
be in a community they want

00:37:51.266 --> 00:37:51.728
to be part of.

00:37:53.210 --> 00:37:55.313
And like you said, you're facing the same,

00:37:56.114 --> 00:37:56.393
you know,

00:37:56.474 --> 00:37:58.034
you're dipping into the same

00:37:58.114 --> 00:37:59.396
pool as everyone else.

00:37:59.657 --> 00:38:00.858
So there just has to be,

00:38:00.898 --> 00:38:02.418
you're doing something different.

00:38:02.880 --> 00:38:04.920
You're doing something right, if I might.

00:38:06.422 --> 00:38:08.844
So speaking of your team

00:38:08.905 --> 00:38:10.445
members and your associates,

00:38:10.827 --> 00:38:13.989
how do you train them to empower them,

00:38:14.009 --> 00:38:15.530
you know,

00:38:15.650 --> 00:38:17.231
to effectively communicate the

00:38:17.271 --> 00:38:19.233
value of sustainability without it,

00:38:19.773 --> 00:38:20.034
you know,

00:38:22.045 --> 00:38:23.666
compromising service, so to speak,

00:38:23.706 --> 00:38:25.567
because that's a lot of

00:38:25.827 --> 00:38:27.226
chatter that we hear out

00:38:27.266 --> 00:38:29.347
there with sustainable

00:38:29.367 --> 00:38:32.409
practices and the overall brand success.

00:38:33.469 --> 00:38:34.789
Yeah, training is a huge part of it.

00:38:34.869 --> 00:38:38.851
So we have something we call SH University,

00:38:39.532 --> 00:38:42.833
which is filled with, of course,

00:38:43.454 --> 00:38:45.094
surveys and culture training,

00:38:45.494 --> 00:38:48.655
in-person app delivered, right?

00:38:48.675 --> 00:38:49.436
So there's an app that...

00:38:50.396 --> 00:38:51.318
Our team members can

00:38:51.557 --> 00:38:54.079
download and we deliver monthly training.

00:38:54.099 --> 00:38:56.041
And sustainability training

00:38:56.061 --> 00:38:57.282
is part of it to get

00:38:57.362 --> 00:38:58.663
everyone to the same level

00:38:58.702 --> 00:38:59.643
of understanding of what we

00:38:59.704 --> 00:39:01.545
actually are really talking about.

00:39:01.605 --> 00:39:03.326
So we've just launched a new

00:39:04.286 --> 00:39:05.168
iteration of that

00:39:05.208 --> 00:39:07.088
sustainability training last month.

00:39:08.550 --> 00:39:11.351
People are really engaged in

00:39:11.411 --> 00:39:14.715
it because it's just really, like I said,

00:39:14.755 --> 00:39:15.996
getting every team member

00:39:16.056 --> 00:39:17.117
to that same level.

00:39:17.237 --> 00:39:20.518
And then bite-sized learning to say, hey,

00:39:20.559 --> 00:39:21.840
what's happening out here?

00:39:21.880 --> 00:39:24.181
What's happening in the market?

00:39:24.501 --> 00:39:26.864
And then sharing some updates, allowing,

00:39:26.983 --> 00:39:27.623
inviting them

00:39:28.664 --> 00:39:30.646
to actually participate in

00:39:30.806 --> 00:39:32.367
activities around the local community,

00:39:32.487 --> 00:39:32.688
right?

00:39:32.748 --> 00:39:34.150
A beach cleanup here or a

00:39:34.170 --> 00:39:37.132
food drive somewhere else,

00:39:37.152 --> 00:39:38.632
taking care of those in

00:39:38.672 --> 00:39:39.793
need in the community.

00:39:39.853 --> 00:39:43.175
And that is... It's not just

00:39:43.237 --> 00:39:43.836
about preaching,

00:39:43.956 --> 00:39:46.139
but allowing them to participate in it,

00:39:46.518 --> 00:39:48.340
which I think is the most

00:39:48.380 --> 00:39:50.302
important part of it all, right?

00:39:50.442 --> 00:39:50.963
It's really,

00:39:51.003 --> 00:39:54.184
really... I think as hoteliers,

00:39:54.224 --> 00:39:54.744
we have this...

00:39:55.626 --> 00:39:56.947
important responsibility of

00:39:56.987 --> 00:39:58.588
being a member of the community,

00:39:59.228 --> 00:40:01.208
whether it's one hotels or anyone else.

00:40:01.349 --> 00:40:01.608
Right.

00:40:02.949 --> 00:40:04.190
Because we live and breathe

00:40:04.530 --> 00:40:06.672
with the fabric of the community.

00:40:06.711 --> 00:40:07.972
And that's how the hotels

00:40:08.032 --> 00:40:09.653
and the travel experience comes to life.

00:40:10.373 --> 00:40:11.994
And if if our travelers

00:40:12.034 --> 00:40:12.576
don't want to be in a

00:40:12.615 --> 00:40:13.715
cookie cutter experience,

00:40:15.056 --> 00:40:16.016
It's typically one that's

00:40:16.056 --> 00:40:17.018
filled with incredible

00:40:17.057 --> 00:40:18.557
people that are incredibly

00:40:18.637 --> 00:40:20.099
passionate about what they do,

00:40:20.719 --> 00:40:22.380
which is providing a great service,

00:40:22.539 --> 00:40:22.820
right?

00:40:22.840 --> 00:40:25.201
So all of that starts with

00:40:25.940 --> 00:40:27.442
engaging our team members

00:40:27.501 --> 00:40:28.882
and giving them a fun and

00:40:29.083 --> 00:40:31.023
inviting and rewarding place to work.

00:40:32.043 --> 00:40:33.103
That's the best form of marketing,

00:40:33.143 --> 00:40:33.503
by the way.

00:40:34.925 --> 00:40:35.664
Absolutely.

00:40:35.684 --> 00:40:36.144
That makes sense.

00:40:36.166 --> 00:40:37.246
Better than any other campaign.

00:40:37.306 --> 00:40:38.666
It's the people that do the service,

00:40:39.027 --> 00:40:39.206
right?

00:40:39.347 --> 00:40:39.967
Can't pay for that.

00:40:40.867 --> 00:40:41.827
Cannot.

00:40:42.027 --> 00:40:44.409
And you guys do such a great job, again,

00:40:44.489 --> 00:40:44.528
of...

00:40:45.728 --> 00:40:46.349
obviously,

00:40:46.429 --> 00:40:49.592
but with employees in that space

00:40:49.713 --> 00:40:52.295
and seeing them firsthand, helping,

00:40:52.876 --> 00:40:54.237
helping out with the initiatives,

00:40:55.597 --> 00:40:57.059
would you say that, you know,

00:40:57.099 --> 00:40:59.061
your sales team is that

00:40:59.181 --> 00:41:02.143
much more excited and

00:41:02.204 --> 00:41:03.806
motivated and confident to

00:41:03.846 --> 00:41:05.206
sell your product because

00:41:05.347 --> 00:41:07.148
of the sustainability aspect?

00:41:08.269 --> 00:41:09.190
Yeah, I think, um,

00:41:09.965 --> 00:41:11.987
No doubt that they are.

00:41:12.547 --> 00:41:13.608
They're, first of all,

00:41:13.628 --> 00:41:14.688
extremely talented people.

00:41:15.590 --> 00:41:17.630
And they're also part of the

00:41:17.670 --> 00:41:19.391
teams in our hotels,

00:41:19.552 --> 00:41:21.313
as well as part of the corporate teams.

00:41:22.873 --> 00:41:24.514
But they get to experience,

00:41:25.114 --> 00:41:28.217
partake just as much as everyone else.

00:41:30.398 --> 00:41:31.719
um any other team member if

00:41:31.760 --> 00:41:33.181
you will right and I think

00:41:33.422 --> 00:41:35.824
our sales teams have um the

00:41:35.884 --> 00:41:37.605
ability to really storytell

00:41:37.664 --> 00:41:38.385
and we give them the tools

00:41:38.425 --> 00:41:40.507
and resources to talk about

00:41:40.547 --> 00:41:41.768
the sustainability nature

00:41:41.849 --> 00:41:43.150
aspect of the experience

00:41:44.190 --> 00:41:45.492
programs like the certified

00:41:45.532 --> 00:41:47.152
sustainable gatherings give

00:41:47.213 --> 00:41:49.594
them the ability to

00:41:49.614 --> 00:41:51.056
actually deliver something

00:41:51.077 --> 00:41:52.577
that our corporate clients

00:41:52.697 --> 00:41:53.639
are have been asking for

00:41:54.922 --> 00:41:55.963
They're asking,

00:41:56.003 --> 00:41:58.746
what are your sustainability efforts?

00:41:58.826 --> 00:42:01.367
And here is a super

00:42:02.128 --> 00:42:03.429
forward-thinking way of

00:42:03.489 --> 00:42:05.010
delivering against that, right?

00:42:05.971 --> 00:42:07.692
So they're super excited about that.

00:42:07.791 --> 00:42:08.753
And by the way,

00:42:08.793 --> 00:42:10.293
they're the ear on the

00:42:10.333 --> 00:42:11.273
ground as well to

00:42:11.414 --> 00:42:13.596
understand what our consumers want.

00:42:13.976 --> 00:42:15.117
And they feed that back to us.

00:42:15.317 --> 00:42:16.757
They tell us, hey, this is out there.

00:42:16.777 --> 00:42:17.739
This is what we're hearing.

00:42:18.318 --> 00:42:19.639
And then we can go back and

00:42:19.679 --> 00:42:21.782
sort of tweak the experience.

00:42:23.543 --> 00:42:25.344
And I know that this is kind

00:42:25.364 --> 00:42:28.668
of a fundamental part of your culture,

00:42:28.688 --> 00:42:29.869
but you really use

00:42:29.909 --> 00:42:31.369
sustainability as a vehicle

00:42:31.389 --> 00:42:32.231
for innovation.

00:42:33.327 --> 00:42:34.289
And I think that's a great

00:42:34.369 --> 00:42:35.690
example of it because

00:42:35.750 --> 00:42:38.152
you're not only checking

00:42:38.192 --> 00:42:39.032
the box of what those

00:42:39.072 --> 00:42:40.934
corporate clients want,

00:42:40.994 --> 00:42:43.215
you are able to deliver beyond that.

00:42:43.755 --> 00:42:44.936
And that's something that's

00:42:44.996 --> 00:42:46.177
not happening out there in

00:42:46.217 --> 00:42:47.159
the market right now.

00:42:48.500 --> 00:42:54.244
So Tony, what would you say to, gosh,

00:42:54.545 --> 00:42:54.844
you know,

00:42:54.864 --> 00:42:56.746
the hoteliers out there that are

00:42:57.407 --> 00:42:59.148
bogged down with to-do lists,

00:42:59.449 --> 00:43:01.030
worried about their P&L,

00:43:01.510 --> 00:43:02.592
worried about labor,

00:43:05.597 --> 00:43:07.880
ADR, all of the things, right?

00:43:08.460 --> 00:43:10.762
How would you empower them to say,

00:43:10.782 --> 00:43:12.364
you've got to get on this

00:43:12.483 --> 00:43:14.105
train and you can't keep

00:43:14.364 --> 00:43:15.445
putting it on the back

00:43:15.485 --> 00:43:16.347
burner and waiting for

00:43:16.407 --> 00:43:17.887
somebody to force you to do it?

00:43:19.309 --> 00:43:20.550
Well, I would say, obviously,

00:43:20.951 --> 00:43:21.952
it's not optional.

00:43:23.561 --> 00:43:24.202
is number one,

00:43:24.384 --> 00:43:25.826
but also don't feel

00:43:26.987 --> 00:43:28.028
overwhelmed or defeated

00:43:28.048 --> 00:43:28.909
that this is such a big

00:43:29.010 --> 00:43:30.753
thing that you can't tackle,

00:43:31.775 --> 00:43:32.735
but take small steps.

00:43:33.356 --> 00:43:34.438
It's a one decision at the

00:43:34.478 --> 00:43:36.541
time that you can make, right?

00:43:36.961 --> 00:43:38.103
But really try to

00:43:39.369 --> 00:43:42.449
lift up every stone to see

00:43:42.530 --> 00:43:43.449
if there's an opportunity

00:43:43.489 --> 00:43:45.150
to make it a little bit better,

00:43:45.170 --> 00:43:47.052
a little bit more sustainable, right?

00:43:47.172 --> 00:43:49.231
Even if you can't be quite perfect yet,

00:43:49.972 --> 00:43:51.472
any decision that you make,

00:43:51.652 --> 00:43:52.713
any plastic bottle that

00:43:52.733 --> 00:43:53.833
doesn't get consumed,

00:43:54.733 --> 00:43:56.396
is is one that makes an

00:43:56.436 --> 00:43:59.300
impact right and so um you

00:43:59.320 --> 00:44:00.541
know sometimes even as

00:44:00.581 --> 00:44:01.563
consumer things we can't

00:44:01.603 --> 00:44:03.043
make an impact actually I

00:44:03.083 --> 00:44:04.465
think we can it's just the

00:44:04.485 --> 00:44:05.666
decisions we make every day

00:44:05.686 --> 00:44:08.070
um and sometimes you fall

00:44:08.110 --> 00:44:09.052
back on the old trap and

00:44:09.112 --> 00:44:10.934
you have that plastic

00:44:10.974 --> 00:44:12.195
bottle in your in your back okay

00:44:13.956 --> 00:44:16.639
reset and try again, right?

00:44:16.780 --> 00:44:17.780
And I think that's the thing

00:44:17.880 --> 00:44:19.764
that from a business perspective,

00:44:20.264 --> 00:44:21.005
we can do as well.

00:44:22.206 --> 00:44:23.648
We don't have to be perfect right away,

00:44:23.849 --> 00:44:25.010
but we have to just take a

00:44:25.431 --> 00:44:29.498
better step towards a sustainable future.

00:44:30.969 --> 00:44:32.851
And that's a great philosophy for life,

00:44:32.971 --> 00:44:33.331
right?

00:44:33.411 --> 00:44:34.452
Anything you're trying to

00:44:34.532 --> 00:44:36.452
accomplish or do or you

00:44:36.512 --> 00:44:40.335
have on your plate, if it's ever too much,

00:44:40.394 --> 00:44:41.436
it doesn't happen.

00:44:42.115 --> 00:44:43.617
So I think that's really great advice.

00:44:43.836 --> 00:44:45.177
Yeah, you can get there.

00:44:45.818 --> 00:44:46.018
Yeah.

00:44:46.983 --> 00:44:49.264
Tony, thank you so much.

00:44:49.284 --> 00:44:51.623
This was such an inspiring

00:44:51.923 --> 00:44:53.385
and informative conversation.

00:44:53.445 --> 00:44:55.085
I really think that people

00:44:55.105 --> 00:44:57.065
are going to have some key takeaways,

00:44:57.826 --> 00:44:58.826
especially when it comes to

00:44:58.846 --> 00:44:59.547
their marketing.

00:44:59.606 --> 00:45:00.887
So for those out there that

00:45:01.047 --> 00:45:02.947
are already going down their journey,

00:45:03.367 --> 00:45:04.447
but haven't quite figured

00:45:04.628 --> 00:45:09.250
out how to tweak their marketing angle,

00:45:09.670 --> 00:45:10.590
this is going to help them.

00:45:11.983 --> 00:45:12.963
Any last thoughts?

00:45:13.364 --> 00:45:13.563
No,

00:45:13.583 --> 00:45:17.106
I'm so glad that you had me on and so

00:45:17.146 --> 00:45:18.927
glad that we could talk about it.

00:45:19.028 --> 00:45:19.949
As you can tell,

00:45:20.028 --> 00:45:21.751
I love talking about this

00:45:21.811 --> 00:45:23.791
topic and about these brands.

00:45:24.532 --> 00:45:25.253
But most importantly,

00:45:25.273 --> 00:45:26.233
I look forward to hearing

00:45:26.273 --> 00:45:28.356
what people have to say about it.

00:45:28.476 --> 00:45:30.157
And if there are any other

00:45:30.217 --> 00:45:32.498
ideas out there that might

00:45:32.518 --> 00:45:33.400
be worthwhile pursuing.

00:45:34.565 --> 00:45:35.286
Absolutely.

00:45:35.365 --> 00:45:35.606
Yes.

00:45:35.885 --> 00:45:36.186
I will.

00:45:36.465 --> 00:45:38.088
We'll give you that feedback, please.

00:45:38.148 --> 00:45:39.168
Everyone let us know what

00:45:39.188 --> 00:45:40.750
you loved about the episode

00:45:40.769 --> 00:45:42.971
and always let us know what

00:45:43.010 --> 00:45:44.952
you would like to see in the future.

00:45:44.972 --> 00:45:46.793
Run.

00:45:46.994 --> 00:45:48.936
Don't walk to the closest

00:45:49.036 --> 00:45:50.577
one hotel because it is,

00:45:51.056 --> 00:45:51.938
it's an experience.

00:45:51.998 --> 00:45:53.418
I really believe that unlike

00:45:53.778 --> 00:45:55.340
anything in the market right now,

00:45:55.599 --> 00:45:57.041
it is standalone.

00:45:57.061 --> 00:46:02.045
It's in Hanalei Bay is like God's country.

00:46:02.065 --> 00:46:02.885
I mean, yeah.

00:46:03.326 --> 00:46:04.987
It's just such a magical place.

00:46:05.047 --> 00:46:06.847
I keep using the word magical, but it is.

00:46:07.266 --> 00:46:07.987
It really is.

00:46:08.007 --> 00:46:10.509
I wish that sometimes on Zoom,

00:46:10.548 --> 00:46:11.768
they'll like sprinkle,

00:46:12.309 --> 00:46:13.170
give you a thumbs up.

00:46:13.250 --> 00:46:14.289
I wish we had that right here.

00:46:14.349 --> 00:46:17.731
But anyway, well, Tony, thank you again.

00:46:17.751 --> 00:46:19.012
I hope you have a wonderful

00:46:19.072 --> 00:46:19.931
rest of your day.

00:46:19.952 --> 00:46:21.273
Thanks everyone for tuning

00:46:21.313 --> 00:46:22.373
back into the Sustainable

00:46:22.432 --> 00:46:23.532
Hospitality Podcast.

00:46:23.873 --> 00:46:25.454
Please make sure to reach

00:46:25.534 --> 00:46:27.474
out to me on LinkedIn, Amy Wald.

00:46:27.994 --> 00:46:29.536
And find the Sustainable

00:46:29.577 --> 00:46:31.079
Hospitality Podcast on

00:46:31.278 --> 00:46:32.639
LinkedIn and Instagram.

00:46:32.699 --> 00:46:33.161
And of course,

00:46:33.201 --> 00:46:35.302
wherever you get your podcasts.

00:46:35.824 --> 00:46:37.085
We will see you next time.

00:46:37.164 --> 00:46:37.826
Thank you so much.

00:46:37.846 --> 00:46:37.945
Bye.

00:46:39.947 --> 00:46:40.528
Bye.