International hotel chains and environmental protection: an analysis of Hilton's we care! programme (Europe, 2006–2008)

Abstract Using the case study method, this paper evaluates and analyses Hilton's we care! programme for improving the environmental performance of the 70 Hilton Worldwide hotels in operation in Continental Europe in 2006–2008. It explores the practical dimension of “greening” hotel operations in the context of corporate social responsibility (CSR), and demonstrates the close links between CSR and human resource management (HRM) in hotels. It deepens the understanding of corporate environmentalism and seeks to disseminate best practice among hospitality managers. The programme's distinctive and innovative character as well as its weaknesses and strengths are highlighted. Barriers to behavioural change in hotel operation are discussed. The programme involved over 16, 000 employees, created hotel-specific action teams linking all employee levels and reduced energy use per square metre by 15%, water use and CO2 emissions per guest night by 8% each over three years. Avoided utility costs totalled US16 million, of which US9. 6 million can be attributed to changes in human behaviour. The paper makes a case for a holistic approach that combines the introduction of IT-based measurement and performance-assessing tools with genuine employee empowerment and green awareness raising. The study concludes with future managerial policy recommendations that simultaneously bear upon corporate environmentalism and HRM. 国际酒店连锁和环境保护：希尔顿酒店“我们在乎！”的宣传项目分析（欧洲2006-2008） 该文章用案例分析方法评估分析了希尔顿酒店“我们在乎！”的宣传项目。该项目是为了在2006年至2008年期间欧洲大陆的70间世界级的希尔顿酒店的环保表现作改善。研究根据企业社会责任 (CSR) 内容来探讨绿化酒店的实际操作, 并且论证了酒店里人力资源管理和CSR之间有着密切的关系。这加深了对企业环保主义的理解, 和在酒店业经理中普及最佳实践做法。该酒店项目的独特和创新的特性, 它的优点和弱点都在文章中强调了。另外, 酒店实际操作中对于行为改变的障碍也有讨论到。该项目参与员工超过16000人, 创建了酒店各员工层面的特定行动小组, 由此在超过3年中能量使用每平方米减少15%用水和二氧化碳排放量每客人每晚各减少8%。总共避免了公用事业使用费达一千六百万美金, 其中省下的九百六千万美金可拿来贡献于改变人们的行为。文章在案例分析中使用一个全面化的方法。该方法综合了信息技术为基础的评估方法和监测成果的措施来提升发自内心的员工许可和对绿色化的认识。研究总结了将来的管理政策上的一些建议。这些建议可以同时承担企业环保主义的做法和人力资源的管理。 Keywords: Hiltonhospitalitycorporate social responsibilityenvironmentalismhuman resource managementKeywords: 住宿环境管理企业社会责任行为学企业环保主义 Acknowledgments Paulina Bohdanowicz has a PhD in energy technology (Royal Institute of Technology) and a PhD in social science (University of Gdańsk). She is currently working in the hospitality industry and guest lecturing at tourism and hospitality schools, with close links to Leeds Metropolitan University. Piotr Zientara has a PhD in economics (University of Gdańsk), an MA in HRM (College of Europe) and a Diploma of Economics (Paris Chamber of Commerce), DEUF (Jean Moulin III University). He is a lecturer in HRM at Gdańsk University School of Administration and a consultant for small and medium-sized enterprises. Emilie Novotna has a Masters degree in business studies (Dublin Business School and Liverpool John Moores School). She works as a freelance consultant interested in sustainability aspects of hotel operations. Notes 1. Continental Europe refers to all European countries except UK and Ireland.