Stefan Aerni: The Role of Sustainability in the Evolution of Hospitality
Sustainability now plays a vital role in the hospitality sector, revolutionizing business practices and interactions with both the environment and local communities. A part of this shift is Stefan Aerni, a seasoned Quality & Sustainability Manager having spent over twenty years in the industry. His insights are particularly valuable as he navigates the complex interplay between high-end service and environmental stewardship.
This article delves into Stefan's strategic approach to integrating sustainability within hospitality, exploring the challenges, strategies, and hopeful visions for a sustainable future in tourism—a sector responsible for a significant share of global emissions. Through his perspective, we gain a deeper understanding of the critical role sustainability plays in shaping the future of tourism and luxury experiences.
Reimagining Tourism with Sustainability at the Core
Drawing on two decades of experience in the hospitality industry, Stefan Aerni articulates a compelling vision for the future of tourism. According to Stefan, "Sustainability is important to me since mankind simply cannot continue doing business and consuming goods the same way as it did since the industrial revolution. In our context in tourism this means, that we should be ‘a force for good’ and a main driver of a ‘Slower’ tourism, with the main goal to reduce the negative impacts on people and planet on one hand, but also to maximize the environmental, social, and economic benefits of tourism and its businesses."
His philosophy is increasingly vital as tourism accounts for around 8% of global greenhouse gas emissions. A targeted approach to sustainable tourism can dramatically mitigate these impacts, enhancing both local environments and global health (Nature Communications, 2021). In this context, adopting automated sustainability reporting and environmental management systems could be an effective strategy for embedding sustainable practices. These technologies enhance organizational transparency and facilitate consistent progress toward achieving sustainability goals within the tourism industry.
Navigating Challenges in Hospitality
Much like Rome wasn't built in a day, to Stefan, the integration of sustainability into hospitality is a promising concept that requires time and persistent effort to implement effectively. Stefan identifies significant challenges within the hospitality sector regarding the integration of sustainability. He notes, "Finding a common approach to how sustainability and luxury can go hand in hand is certainly not always easy for sustainability managers in luxury hotels. Despite a clear strategy, there are always different views on whether and how something can be implemented. The expectations of guests are also very mixed: while we are noticing an increasing number of guests for whom sustainability is important, a very large proportion of guests still have an indifferent understanding of the topic."
His observation is supported by a McKinsey survey from 2020, which highlighted that although there is a significant shift towards environmental consciousness among consumers, many still need clearer information and more transparency from brands to make more sustainable choices (McKinsey & Company). Furthermore, Deloitte's 2023 report on sustainable consumer behavior shows that while there is a growing trend of consumers opting for more sustainable lifestyles, the adoption rates vary significantly across different demographic and economic segments, suggesting the need for tailored approaches to sustainability that cater to diverse consumer bases (Deloitte United States). This complex landscape of consumer attitudes presents a substantial challenge for hospitality to balance luxury and sustainability in a way that meets varied guest expectations.
Future Directions and Strategic Advice
Looking forward, Stefan is optimistic about the role of sustainability in reshaping industry standards. He elaborates, "Sustainability in hospitality is more and more moving from a ‘nice to have’ to a ‘must have’. Especially for hotels having also corporate and MICE clients, it is increasingly important to be able to report on your own sustainability efforts and provide evidence such as certificates." His hope is that "sustainability will no longer be something that sets you apart from the competition, but that sustainability will become a basic standard and the minimum level."
Stefan offers pragmatic advice to organizations aiming to start or enhance their sustainability journey: "Get started now and don’t get overstrained by the work which needs to be done, start today and get forward step by step. As Mark Twain used to say: 'Continuous improvement is better than delayed perfection.' I also recommend being guided by frameworks such as ISO 14001, EarthCheck Company Standard, or similar that provide structure and require a systematic approach." These frameworks not only foster consistent improvement but also align with tools like environmental management systems, aiding businesses in setting and achieving science-based targets.
Conclusion
In summary, Stefan Aerni's insights provide a roadmap for sustainability managers in luxury hospitality to navigate the evolving landscape, emphasizing the need for robust tools and strategic frameworks to integrate sustainability effectively into their business models.
The views and opinions expressed in this blog are solely those of the author and do not reflect the official policy or position of any company.
