The travel and tourism industry is undergoing a significant transformation as more companies prioritize sustainability. These efforts are crucial in addressing environmental concerns and promoting responsible travel. Sustainable practices in this sector not only help protect our planet but also ensure that future generations can enjoy the beauty and diversity of global destinations. I had the pleasure of interviewing Abdi Mohamud — Regional Director, Sales and Marketing, Sustainability Lead at Crescent Hotels and Resorts.
Abdi has dedicated 15 years to the hospitality industry, excelling in Sales, Marketing, and Operations roles. His passion for hospitality and commitment to environmental sustainability have driven him to spearhead Crescent Hotels and Resorts' sustainability initiatives. Abdi takes pride in collaborating with individual hotels to demonstrate that sustainability is not only beneficial for the planet but also a smart business strategy.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you share a bit about your background and what has led you to your current role?
Russ, thank you for having me! As you mentioned, I am a career hotelier. After college, I initially worked in finance, but I found it too structured and regulated for my liking. While working part time in a hotel what intrigued me about the business is that no two days are alike. You constantly need to think on your feet and be nimble. I began my career as a concierge and then moved through various operations roles before transitioning to the Sales department. Sales is where I found my true calling, and I've had the opportunity to work hard and grow my career. I am fortunate to work with a company that values associates' passions for the betterment of the organization. My passion is sustainability, and the company has leaned on me to assist in this area.
What inspired you to start or join your business, and what is its core mission?
I was inspired to join Crescent because of its reputation as an associate-first organization, which is clearly reflected in its Glassdoor ranking and social media activity. Crescent Hotels & Resorts' core mission is to be an employer of choice, understanding the direct connection between highly motivated associates and exceptional guest service. This commitment helps them maintain a competitive edge in the hospitality industry. They prioritize creating a great workplace where associates are respected for their differences, fostering an environment that encourages open and honest conversations about race, equity, diversity, inclusion, and the environment.
What unique challenges have you encountered in making sustainable practices central to your travel and tourism business, and how have you overcome them?
One of the unique challenges we've encountered is the initial expense of adopting sustainable practices. Many eco-friendly technologies and processes demand significant upfront investment. To address this, we've categorized our initiatives into three groups: short-term with low investment, mid-term with moderate investment, and long-term with larger investments typically undertaken during renovations. For long-term investments, we analyze the savings and benefits, such as reduced energy costs and increased guest satisfaction. Additionally, we're actively seeking grants and partnerships to help mitigate these initial costs.
How do you balance the need for growth with the imperative to minimize environmental impact in your operations?
Balancing growth with environmental responsibility involves integrating sustainability into our core business strategy. We prioritize eco-friendly construction and renovation practices, invest in energy-efficient technologies, and implement waste reduction programs. By taking this approach, we ensure that our growth remains sustainable and consistent with the environmental goals of the major brands we manage.
Can you share a specific example of an innovative solution your company has implemented to reduce carbon footprint or promote eco-friendly travel?
We've implemented several innovative solutions, such as using solar panels, tapping into solar farms, installing EV chargers for guest use, and sourcing locally across multiple properties. These measures not only reduce our carbon footprint but also significantly lower our energy costs. Additionally, we've introduced guest incentives to skip housekeeping, reuse towels, and use water stations during their stay, all aimed at reducing water and energy consumption.
How do you engage and educate travelers about the importance of sustainability, and what impact has this had on their behavior?
Our hotels engage and educate travelers through various channels, including in-room information, social media campaigns, and interactive workshops like honey-making and community gardening. By showcasing the environmental benefits of sustainable practices and offering practical tips, we've noticed a positive shift in guest behavior. Many guests now actively participate in our recycling programs and opt for eco-friendly choices, such as reusing towels during their stay.
What role does technology play in your sustainability efforts, and how have you leveraged it to enhance eco-friendly travel experiences?
Technology is essential to our sustainability initiatives. We've implemented smart building systems to optimize energy usage, utilized portfolio dashboards to pinpoint hotels with increased energy and water consumption, and installed water-saving devices like low-flow faucets and water stations that display the number of plastic bottles saved. These technologies not only improve the guest experience but also support our broader sustainability objectives.
What partnerships or collaborations have been pivotal in advancing your sustainability goals within the travel and tourism industry?
Forming partnerships with environmental organizations like Green Key Global has been crucial. These collaborations have granted us access to essential resources, expertise, and funding opportunities. Furthermore, we have become members of industry coalitions such as the American Hotel & Lodging Association (AHLA), the Hotel Association of Canada (HAC), and the Global Business Travel Association (GBTA). These memberships promote sustainable tourism practices, enabling us to share knowledge and foster collective action.
What role does community engagement play in your business model, and how have you successfully integrated feedback from those you aim to serve?
Community engagement is central to our business model. We host events such as pollution clean-up days, adopt-a-block programs, honey-making workshops, and community gardens to actively involve residents in our sustainability efforts. This collaboration has led to the successful implementation of initiatives that resonate with the community's needs and values, creating a strong sense of shared responsibility and support.
What are your "5 Things You Need To Create a Successful and Sustainable Travel Business"?
1. Implement Tiered Sustainable Practices:
Starting your sustainability journey doesn't require significant capital. We categorized our initiatives into three tiers. Most of the short-term initiatives required no capital. For example, we offer complimentary late check-out to guests who opt out of housekeeping services.
2. Form Partnerships with Environmental Organizations:
Collaborating with organizations like Green Key Global can provide valuable resources and expertise.
3. Establish a Green Committee:
Leverage team members who are passionate about sustainability to drive your agenda forward. My experience is a perfect example of this; with the right support, team members can significantly advance sustainability efforts.
4. Educate and Involve Your Guests:
Educating customers about sustainable travel and involving them in your initiatives creates meaningful interactions. The stories that emerge from these interactions keep guests talking about your hotel long after their stay.
5. Adopt Creative Marketing Approaches:
Utilize social media and storytelling to highlight your sustainability efforts. Our organization runs a fun competition in April for "Earth Month," encouraging hotels to complete as many green challenges as possible. We ask them to share their journey on social media, which has helped associate sustainability efforts with team camaraderie.
How do you address the potential trade-offs between offering luxury or convenience and maintaining strict sustainability standards?
At Crescent Hotels and Resorts, we believe that luxury, convenience, and sustainability can coexist harmoniously. Here are some ways we address potential trade-offs. We source eco-friendly furnishings and amenities that don't compromise on quality and comfort. We invest in state-of-the-art energy-efficient technology to enhance our guests' stays. We conserve water through low-flow fixtures that meet our guests' high standards. We source high-quality local foods to support local farmers while providing a fresh, elevated dining experience.
Can you share a story of someone who has inspired you in your journey?
My son is my greatest source of motivation. Climate change affects everyone, and it's our responsibility to ensure the world is a better, more livable place. I constantly think about the future he will inherit, and that pushes me to do everything I can. While my efforts might seem small, if more people adopt this mindset, together we can make a meaningful and lasting impact.
How can our readers further follow your work or your company online?
Through social media @Crescent_hotelsandresorts, or on our website at www.crescenthotels.com.
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
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About Crescent Hotels & Resorts
Crescent Hotels & Resorts is an award-winning, nationally recognized, operator of hotels and resorts with over 120 properties in the United States & Canada. Crescent is one of the few elite management companies approved to operate upper-upscale and luxury hotels under the brand families of Marriott, Hilton, Hyatt and IHG. Crescent also operates a collection of independent and lifestyle properties under the Latitudes Collection umbrella. These properties include PGA National Resort, Horseshoe Bay Resort, and The Opus Westchester, Autograph Collection. Powered by innovative, forward-thinking experts, Latitudes is a modern management platform for lifestyle hotels and resorts where creative concepts connect with modern travelers from urban boutique hotels to oceanside luxury resorts.
Crescent's clients include premiere REITs, private equity firms, and major developers. For more information, please visit www.crescenthotels.com and www.latitudesbycrescent.com or connect with Crescent on LinkedIn.
About the Interviewer: Russell McLeod is an experienced business leader, social entrepreneur, and mentor. A champion of profit with purpose, the circular economy and of collaboration for positive progress. Russell is the founder of Mightyhum a Toronto-based impact enterprise dedicated to supporting growing organizations. And, while it's not a requirement, the Mightyhum team has a passion for collaborating with purpose-driven businesses. Mightyhum specializes in providing consulting services and turning hairy audacious concepts into achievable ventures & projects. The Mightyhum team work with C-suite executives and leaders, developing new product offerings, effective go-to-market strategies, building for profitability, and streamlining operations. Before Mightyhum, Russell was involved in the world of social enterprise as the Executive Director of ME to WE, one of Canada's best known and most awarded social enterprises. While at ME to WE, the team demonstrated that being profitable and impactful was indeed possible. During his tenure, ME to WE delivered $20M in cash and in-kind to WE Charity, helping transform the lives of over 1 million people through access to clean water; the lives of 200,000 children with access to education; and 30,000 women-led businesses launched globally.
Russell' personal mission is to inspire others that there is ‘a better way to do business,' ‘that through business we can solve some of the world's problems at the same time.' You can follow Russell's work at https://www.linkedin.com/in/russell-mcleod1/ or www.mightyhum.com.