Industrial Analysis of the Green Hospitality Program in Ireland

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Industrial Review
PESTEL
Political
Over the past 30 years there has been a steady movement towards environmental protection in Ireland and throughout Europe. In recent years with the threat of global warming there has been an increase in the public demand for companies to be more environmentally responsible, as well as a push for the government to take action to ensure that these changes are achieved. Political influence has emerged through:

Greening of existing political parties
Formation of green parties
Scientific advancements
Media coverage
There are a number of political factors which effect the decision to become a member of Green Hospitality. If an increase in the costs of running a business involved in the hospitality industry, mainly hotels, is incurred due to an increase in the charges related to energy, water and waste. There also is numerous legislation in regards to the effect a business has on the environment.

Economical
With the economic downturn, more and more hotels are looking for ways of increasing their trade, one of which is to increase the business environment awareness and transparency. By becoming a member of Green Hospitality hotels can increase their trade by appealing to a large number of prospective customers by showing that they too care about the environment and the effect that they have on it. With the increase in charges due to the large debt the country is in at the moment, it is important for business to try and find ways of reducing the costs of running a business effectively. A number of case studies which have been carried out by Green Hospitality which show the reduction in the costs. The unprecedented crisis in global financial markets, along with the collapse of the property market, has created major challenges for Ireland. It is now recognised that there is no quick-fix to these economic challenges. Stabilising the economy in the short-term is clearly the priority, but building a smart resilient economy will be the priority in the medium-term. Along with the financial crisis, Ireland, like other countries, is faced with the twin environmental challenges of a climate-change crisis and an eco-systems crisis. There have been many warnings based on sound scientific evidence about the potentially catastrophic effects of climate change. The Environmental Goods and Services (EGS) sector is worth €3.6bn in Ireland. The environmental technologies market is forecast to reach €2.3 trillion by 2020, while in the EU the sector employs 3.4 million people and turns over €227bn annually. Social

CSR
Being environmental aware has become part of the everyday life of Irish citizens, with the growing concerns over global warming and other environmental issues. By being a member of the Green Hospitality Programme hotels and other businesses in the hospitality industry can show that they too share the same views. Being a member of Green Hospitality greatly improves a business CSR (Corporate Social Responsibility) by helping them show their concerns for the environment. In recent years there is shown to be a growing importance of Corporate Social Responsibility (CSR) in enhancing corporate reputations and the communities in which Irish business operates. The concept of CSR encompasses the ways in which a business contributes to a better society by actively engaging with and consulting stakeholders, including customers, employees, shareholders and the local community, in a manner that goes beyond the company's financial and legal obligations. Through CSR, companies are working voluntarily to integrate social and environmental concerns into their everyday business operations. CSR has been shown to result in a number of business benefits, including: customer attraction and retention; increased brand value and reputation; attraction and retention of staff; better corporate governance; increased revenues; and improved efficiency. Technology

Green is no longer just a fad for the...
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