3I’S FRAMEWORK OF ACCOMMODATION SUSTAINABILITY MANAGEMENT (FASM)

The literature suggests that successful implementation of sustainability practices in the

accommodation sector lies in the core principles under 3I’s which is Institution, Implementation and
Implication (see Figure 1). We need to maintain visibility and high level of communication with all
the stakeholders during these three stages.

The first stage Institution indicates the harmony between different internal stakeholders who are
responsible for making decisions at strategic level and implementation at operational level. The two
important levels under this stage are strategic and operational. It has been witnessed that employees
loose all the zeal and motivation to implement sustainability measures when it was not aligned with
corporate strategy. The owners and promoters need to be equally passionate about sustainable
measures and should hire a project team early in the process who could be innovative in their ideas
and can help
in achieving the triple bottom line, which is environment performance, Social Performance and
Economic performance (Elkington, 1998). Hotels should also educate their employees regarding
green design and how to operate efficiently. A green luxury experience can be designed that
communicates the green experience without compromising on the luxury. Architects and Designers
need to work closely with engineers to create such products and services, which are pleasing and yet
have low environmental impact. An aim and clear understanding of the green certification process can
help in using certified products and services. The Internal stakeholders have the pressure from
microenvironment where customers, travel management companies have indicated their preference
for green accommodation. The macro environment as well as stakeholders like Government, NGO’s
and Green Associations have also played an important role in regulating necessary practices and
institute benefits to those who are following the green practices.

The second stage is Implementation, which indicates the major areas as construction, process and
deliverables. It is important for green hoteliers to understand the need and comfort of the guest right at
the institution level and implement them effectively. If contractors, designers and Engineers are hired
right early in the process, it may cost little more but it saves money and increases the existence of the
building. Green practices are focused on energy and water conservation, Reducing and recycling
waste and indoor air quality. There has been a lot of data indicating the higher wastage generating
from an occupied room. Customers are willing to stay in green hotels but not at the cost of comfort
and luxury. Thus the implementation also focuses on influencing the customer behavior towards
laundry, linen and supplies. These behavioral changes require specific training to Front desk staff and
knowledge sharing with customers regarding hotels’ efforts to reduce environmental footprints
(Jackson, 2010). Through proper training, it will be easier for hotels to communicate their green
efforts to customers at different stages of guest cycle like in reservation confirmations, at time of
check in, signage in rooms, etc. Hotels can have similar system like in airlines where they can inform
customers on carbon credits that they have contributed during their stay and reward them accordingly.
The Implementation stage also gets influenced from external stakeholders related to practices and
policies that are being implemented in the hotel. Once the green accommodation has been designed
and constructed it’s important for employees from all core departments especially housekeeping,
maintenance to remain fully engaged. We also need to keep reflecting and innovate green practices in
the organization so to be more efficient and profitable. These innovations need not necessarily cost
more than its returns.
The third principle is Implication, which highlights the importance of sustainability measurement,
Rewards and Risk. The sustainability measurement index should have a holistic approach
encompassing financial and non-financial benefits. Literature has discussed the various elements like
governance, sustainable practices, labor, community outreach as well as quality of life. It’s very
important to understand and measure the impact of sustainable investment decisions and operations on
both environmental and economic performance. The benchmark and bar needs to be meaningful and
achievable. One can also measure its success through guest response and feedback on organization’s
green processes and operations. After measurement it’s important to highlight the best practices and
share awards and rewards with stakeholders. We can also incentivize our employees, suppliers and
other stakeholders who have participated in green drive accordingly. It is also imperative to analyze
the risks and barriers if any in achieving sustainable goals and objectives. Risk can be understood as
divergence from the anticipated outcome. It needs to be examined at all levels i.e., at Institute level
and at Implementation level. The Implication level emphasizes to analyze the divergent outcome and
possible barriers in achieving the desired results. One can have risk committee to analyze various
risks associated at different levels and contingency plan to overcome them.
EXPLORING PRACTICES OF HOSPITALITY INDUSTRY BASED ON FRAMEWORK OF ACCOMMODATION SUSTAINABILITY MANAGEMENT

NAME OF Explored practices of the core principles under 3I’s which is Institution, Implementation and
HOTEL/COMPANY Implication framework by the hotel/company
INSTITUTIONAL IMPLEMENTATION IMPLICATION

Accor group - Policies - Implementation - Rewards

Marriott Inc.,
IHG
Vinpearl
FLC
Mường Thanh