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May 2007 - Strategy Magazine
strategy's first cause + action awards

Top eco hospitality program
Fairmont: The Green Hotel Leader
Fairmont's successful program thinks globally and acts locally

by Natalia Williams
page 52

Over 17 years, the chain has woven its commitment to eco-friendly policies into its everyday business, impacting its 51 properties in nine countries. In Canada, efforts include the Adopt-a-Beluga program at Quebec's Fairmont Le Manoir Richelieu, which is located within a biosphere reserve, and an 18th floor highrise-herbarium in Toronto's Fairmont Royal York, the fruits of which are used in the hotel's three kitchens.

Inspiration

The Fairmont was founded on an enduring connection to the land and the communities where it does business. Its Green Partnership focuses on improvements in the areas of waste management, energy and water conservation, as well as community outreach through local groups and alliances. This includes everything from recycling and organic waste diversion in the hotel's kitchens to retrofitting energy-efficient lighting. It also includes redistribution of household goods and food to those in need.

Execution/communication

The partnership is managed corporately (there is a dedicated director of environmental affairs who oversees corporate strategy and long-term plans), but each property has its own Green Team made up of volunteers who mould the program to reflect the values and needs of the geographic area and ecosystem where their hotel is located. The teams compete for environmental superiority and the title of Environmental Hotel of the Year through the partnership "Environmental Incentive Program." These teams have been instrumental in increasing awareness of the hotels' programs given their interaction and partnerships with local community and academic groups. To further encourage this, a number of collateral pieces have been developed:

• The Green Partnership Video

"The Power of Many," featuring the chain's top execs, was created as an internal communication piece to motivate Green Teams to environmental action by showing how their local initiatives contribute to global improvements.

• Green Partnership Guide

This comprehensive handbook for those in the industry wanting

to make an environmental difference provides a 17-step guide to

greening a hotel, from waste management to energy and water conservation strategies.

• Environmental Policy

The policy identifies the company's commitment to environmental protection and sustainability and is online at fairmont.com/environment.

• Green Partnership Brochure

This is an in-room communication piece to the hotels' guests, providing an overview of the company-wide program. It's available in English, French and Spanish.

Marketing

With the demand for green options growing, Fairmont is catering to companies and governments looking to minimize their ecological footprint.

Eco-Meet, for example, is a green conference option offered to guests consisting of four components:

• Eco-service provides "disposable-free" food and beverage services and recycling stations in the meeting rooms. So china and cutlery are used instead of disposable items, linen napkins instead of paper. White boards are used rather than paper flip charts.

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