The business case for guest participation

Abstract

This book is a guide to achieving your most important sustainability initiative – achieving guest participation. Guests are key. They make the purchase decision and deliver revenue. They use most of the resources, contributing heavily to our environment footprint. They can act either responsibily or irresponsibly in what they see and do, and where they spend their money in the destination. A negative review can be very harmful to sales; their purchases during their stay can provide much needed additional revenue; and their return visits are very economic from a marketing sense. Yet until now, for some strange reason, we seem to have excluded them in our quest to become more sustainable. Let us address this key challenge now.