Kevin Wright is Chief Brand Officer and business strategist at Showerkap, a pioneering tech company on a mission to change how people use water and energy. Its platform combines engineering and behavioural science in a first-of-its-kind smart technology, enabling users to reduce water waste, carbon emissions and costs.
From greywater recycling systems through to water-saving technologies, the hospitality industry is embracing a variety of initiatives to reduce water consumption and help minimise tourism’s impact on local water resources.
The urgency of these efforts becomes clear when we consider that a typical hotel room uses around 1,500 litres of water every day – approximately eight times that of local residents. This excessive usage not only carries an environmental cost, but also inflates water and energy bills, directly impacting hotel’s bottom line. Research shows that there are potential water savings of up to 50% in many hotels.
Embracing eco practices
While technology is crucial to combatting the growing water crisis and helping hotels to cut back on costs, engaging guests in adopting eco-friendly behaviours is equally – if not more – important. One simple step is for hotels to provide clear information about sustainability initiatives, such as commonplace bathroom signs encouraging towel reuse. This showcases the hotel’s commitment to sustainability while gently nudging guests towards more eco-friendly choices.
Empowering guests with real-time information about their behaviours is another game-changer. Some hotels are introducing water consumption targets alongside in-room displays or mobile apps that track water usage, helping to make consumption visible to guests and encouraging more sustainable habits.
Creating positive experiences
Hotels and local governments are realising that engaging visitors in this way isn’t just about meeting green targets – it’s a powerful tool to create guest connections and attract eco-conscious travellers.
Copenhagen, for instance, recently launched a green initiative to reward eco behaviours such as travelling by bike or picking up litter, with perks ranging from free meals through to kayak tours and complimentary museum visits.
Hotels are also using their sustainability efforts as a way to create positive experiences for guests, including green loyalty programmes that provide points or discounts on hotel services for sustainable choices, and late check-out for guests who have hit water targets or declined a change of linen and towels during their stay. Exclusive experiences such as special access to local attractions can also be an incentive.
Valuing every last drop
‘Day Zero’ – the day the taps run dry – is already here for many tourist destinations. In recent months tourist destinations including Sicily, Greece and Andalucia have hit the headlines due to significant water shortages.
The approach of combining innovative technology with strategies that nudge guests towards more sustainable behaviours, is an important step towards solving the growing water crisis. Done right, these strategies can also become an integral part of the guest experience, creating strong emotional connections, leading to positive word of mouth and increasing the likelihood of return visits.
About Showerkap: Founded by engineer Steve Harding, Showerkap’s innovation gives organisations – including hotels – the ability to track and analyse their water usage, measure CO2, detect abnormal events like leaks and maintain water safety.
