The New Eco-nomics

Written by J.D. Ney

Innovative options mean ecology and economy aren’t mutually exclusive

When Hotelier put together last year’s edition of the green report, coffers were flush with green (backs), and the public consciousness was shifting from opulence at any environ-mental cost, to something more eco-friendly. There was a great deal of investment made into new green technologies, and the industry was in the midst of a massive building boom. Fast-forward to present day and the landscape has changed. Instead of surging green investment, people look a little green anytime finances come up in conversation.

While you might expect the financial events of the past few months to have taken the breeze out of the green-movement’s wind-turbine-powered sails, many Canadian hoteliers who were committed to the idea of running an environmentally sustainable property in the past, have remained stubbornly on that path and those who dedicated themselves to the goal of building a certified green property, regardless of the added cost, are now seeing those doors open to warm receptions. Kermit warned us it wouldn’t be easy, but given the opportunities available today, going green — whether by building it or being it — is looking less the fad and more the new normal.

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