Hotel Mocking Bird Hill and Sustainable Tourism

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Since opening almost 14 years ago,the eco friendly Hotel Mocking Bird Hill has gained credibility as a leader in ecotourism and sustainable tourism development in Jamaica and the Caribbean. The ecofriendly boutique hotel has been Green Globe certified and winner of the CHA prize for being the most environmentally- and socially friendly small hotel in the Caribbean for two years running.

We are often asked if we can prove that operating an ecofriendly hotel is profitable. Here are some of our thoughts on the benefits of sound environmental management.

Sustainable forms of tourism focus and lead to identification of objectives and actions as well as resources and partners necessary to encourage the provision of products and services, which enhance rather than destroy the environment and culture. Despite this we don’t usually think of ecology and commerce as compatible subjects. The conservative view of free-market capitalism asserts that nothing should be allowed to hinder commerce. In other words, business does not discern whether the profit is one of quality, or mere quantity. Current commercial practices are guided by the promise that we can continue as we have in the past. Unfortunately the rewards for short-term profit still predominant in business today and are often associated with some form of unsustainable exploitation of natural resources.

The most effective manner to achieve profits for today and the future is through sustainable development, which has been defined as ” meeting the needs of the present without putting at risk the ability of future generations to satisfy their needs.” It is really the comprehensive, strategic planning and management of the total resources base. It is recognising the “triple bottom line” which captures an expanded spectrum of values and criteria for measuring organizational (and societal) success - economic, environmental and social. A commitment to Corporate Social Responsibility brings with it a need to institute triple bottom line reporting, which is why we produce our environmental reports (2003/2004 2005).

Often, environmental issues are perceived as unnecessary business costs and more of a drain on profits rather than as an opportunity to improve products, services and productivity and enhance profitability. Sustainable development is a systematic approach to long-term survival and is even more critical when we consider that current trends in global trade and environmental management will be inevitable requirements of trade in international markets. As more and more countries use environmental standards as non-tariff barriers to trade, producers and suppliers of goods and services will have to provide documentation tracing the environmental costs of every economic and social activity from source to final delivery into nature.

Sustainability has to do with equality. In order for future generations to have equal opportunity to obtain wealth and well-being from land, fresh water, forests, oceans and climate, we must not degrade these natural resources to the point that future generations can no longer effectively use them. Hence if we want future generations to have opportunities equal to ours, we must find ways to use our natural resources in a sustainable manner. We do not know exactly how much destruction and pollution we can get away with without jeopardising the opportunities of future generations, so we can not define what is sustainable with much precision. We can only say that it implies using our resources in such a manner so as to enable the next generation to be able to live from the same resources we have today.

Therefore the continuous omission of environmental costs, and the neglect of effective resource management, as well as, the earth’s limited capacity to deal with pollution and sustain life, is done at our own peril.

With regards to the short term we are convinced that we have been able to weather the very difficult and challenging times because of our environmental management. Occupancies are very low - too low. Despite this we have been able to manage so far in terms of covering costs because our costs are kept tightly in reign. This is only achievable because of the numerous steps we undertake to minimise our usage of valuable but also expensive resources whether it be water, energy or other resources. Had we been operating as an average hotel, we would not be here today.

The fact that we started pursuing a water management policy some years ago allowed us to stay in business despite periods of drought when we received no water from the NWC. Admittedly these supplies are finite and with higher occupancies, we would have to replenish the stored supplies sooner. Recognising the limitations of our existing supplies and the fact that the water supplies continue to decline with demand growing from the communities, we are planning to expand the storage capacities to become even more self-sufficient.

Aside from savings, we have been able to access technical and financial assistance as a small business that are only available to businesses that fulfil certain environmental guidelines. This is an example of the competitive edge of businesses that incorporate environmental management.

The environmental friendly operations reflect the increasing preference for holistic lifestyles of more and more people who equate this criterion with quality of life. Just as in the 70’s people were health conscious, now they are earth-health conscious because they have realised the connection between the two. Statistics show their preferences. An increasing number of travellers no longer want merely a rum punch and sun tan. They want to enjoy and experience nature, the country, the culture and understand it and enjoy the rum punch! They do not want to enjoy their holidays at the expense of the environment. Increasingly visitors feel a personal responsibility and want to act in accordance with their values; in some instances, they even want to contribute something positive, for example by contributing towards some of the projects we support. Although occupancy increases have been slow we can state that the motivation for many guests to choose Mocking Bird Hill has been our environmental philosophy.

Among the unique beneficial characteristics of the “Green Traveller” is its ability to network, to shop, and to spend. ‘They research and study options carefully. They use modern communication systems and spread the news of what is good. The consumers and the media become salespersons.

The other very profitable aspect of this market is that these consumers are willing to pay well for products and services, which offer the value they are seeking. Businesses succeed when customers spend money. These customers have money to spend and are willing to spend it unhesitatingly at higher levels than the regular tourist market, if the confidence in the services and product is there. Thus with only 10 rooms we are still able to operate our business and achieve the same results with half the number of room nights than perhaps a regular, standard operated property does. This means less work, less wear and tear – and of course less use of irreplaceable resources! And that should be the principle along which we strive to achieve profits. Less is valued in this market as more so, no air-conditioning, no TV’s and minibars. This lowers operation costs while increasing perceived value. Take a look at Tiamo Resorts in the Bahamas, another of the Caribbean’s small environmentally friendly hotels.

At Hotel Mocking Bird Hill, we carefully analyse our operations. It is clear that we cannot avoid producing waste, despite trying to minimise it. However, we try and make sure that all our waste serves as raw material for another process, so that the waste has value for other usages so that almost everything is either reused or recycled. This results in another saving for us. Reduced costs for garbage pick-up!

But aside from these direct considerations, we believe it is important for us to consider the wider issues at stake. One prominent economist, Theodore Panayotou, sees the greatest potential for economic growth coming from increased efficiency and innovation:

‘Sceptics ask whether growth is possible if the full environmental costs of growth are paid for. The answer depends on the source of growth. If the growth is derived from appropriating other people’s resources or shifting one’s own costs onto others, it will not continue. If it is derived from increased efficiency and productivity, it will continue. In fact, empirical studies show that the most important sources of growth are  increased efficiency and innovation resulting from accumulated knowledge.’

Business has three basic issues to face: what it takes, what it makes, and what it wastes and the three are intimately connected. And so rather than trying to find solutions to our problems, such as recycling the plastic we focus on avoiding the issue from the start so that we do not have to worry about the recycling. When considering how to invest money and effort and time for the sake of environmental benefits, choosing the most effective actions, though not terribly difficult, requires a bit of thought and homework. As an example: we bought an existing property rather than building from scratch. It meant less negative impact on our environment – be it noise, water pollution or deforestation. We worked to redefine the purpose of and use of an existing infrastructure to maximise on natural ventilation, natural daylight wherever possible not only to save energy wherever possible but also because it is more pleasant to work in natural lighting. Leaving the grounds in their natural condition helps to keep the place cool, provide protection from gales and avoids watering of lawns and cultivated gardens. Much of this is common sense. It is just a question of thinking about each step in life cycles and considering what implications any act of ours may have and how to mitigate the negative effects as far as possible. There will always be some impact. If we are to conduct business we cannot avoid it. So the question is to minimise the effects and make decisions that will ensure the prudent management of irreplaceable natural resources and to reduce consumption as well as prevent unnecessary destruction. What is required is the will.

Sustainable tourism is not just a product or an attraction. It is a value and an awareness, which permeates planning, policy, product development, marketing and services. Setting an example of how to re-examine old practices and adopt new ones that make sense and showing how to use resources responsibly will go a long way towards demonstrating to others that it can be done, that it is important to do, and that you value the resources that our children and grandchildren will inherit.

A change in habits goes hand in hand with changes in our way of thinking about how business can be conducted. Futuristic technologies are not the most important focus for solving environmental problems, although they are invaluable. Rather, we must change our way of thinking by acknowledging that economic and ecological systems are interdependent. It is only by widespread and profound changes in our thinking that we can effect change by making it generally popular and acceptable. Persistent, pervasive popular pressure is a great force to enforce change. And so we can only recommend that each of you contribute to changing the way our society currently values and uses our resources. For us, training our staff is one contribution. Sharing this with you is another step in our efforts to encourage a change in business practises. These actions all have multiplier effects that will spark new interest and will start the process of training more persons.

Setting out to be the lowest-cost producer is meaningful only if you also set out to be the highest-quality giver: Today’s discerning consumers demand both.

If we want to create a moral and socially responsible business, then we have to be responsible for the common good as well as for profit. Respecting this principle is the fundamental challenge in changing the nature of business – and ensuring its success in the future.

Shireen Aga
Barbara Walker
July 2006

 

Tel.: 876 993 7267

Skypename: mockingbirdees

Email: info@hotelmockingbirdhill.com or mockbrd@cwjamaica.com

 

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