Taking Green to a New Level - Mohammed Sadeq

Starwood Hotels and Resorts have launched their first eco-friendly hotel line, Element by Westin, in July 2008. As one of the world’s largest hotel companies, owning brands such as Sheraton, St. Regis, and W, Starwood has now tried to jump in front of its competitors with its eco-friendly chain. Element by Westin is the first hotel chain to be built on being green from its roots. All Element hotel buildings must have U.S. Green Building Council's (USGBC) LEED Certification, which recognizes high performance green buildings. The chain also uses up to 100% recycled carpeting content throughout the site. All rooms include a kitchen area that contains all Energy Star rated appliances. Ambient lighting offers three brightness levels using fluorescent light bulbs to be more energy efficient. All bath amenities are presented in a dispenser system and not the traditional mini-bottle system which is known for its waste. The list is endless.

I believe Starwood Hotels and Resorts have acted brilliantly towards the growing demand to be green. Since the hotel’s launch in 2008 it has increased the pressure on other hotel chains to become more energy efficient. The competitive landscape has changed as a result of Element’s concept of a green hotel from the ground up. While hotel chains have been working for years to improve their current hotels and make them more efficient, they simply cannot compete with Element’s eco-friendly structural advantage. Competitors will now have to react quickly to find solutions to catch up in the green race as it is a growing concern for the hospitality industry. Element has been able to cut its water consumption by 32 percent, or 942,000 gallons. It has also been able to become 20 percent more energy-efficient by purchasing 70 percent of its power from reusable energy sources.

- http://www.greenbiz.com/news/2010/08/05/starwoods-element-hotel-line-designs-green-prototype
- http://www.starwoodhotels.com/element/experience/green_vision.html