Marriott International made a tactical move this week, which not only bolsters their green image but also strengthens brand loyalty and potentially increases hotel rental revenue. In addition to committing $2,000,000 to a Brazilian rain-forest protection fund, Marriott will also reduce fuel and water consumption at its lodgings and furnish its rooms with pens made from pre-consumer recycled plastic. Marriott is also allowing guests to contribute as little as $1 to the same rain-forest protection fund. With over 539,000 potential rooms available, the impact could be big. But the real impact is to sales revenue. Let's say that after 2 years of implementing the new green strategy, brand loyalty has improved and Marriott has won over new earth-friendly guests to the tune of improving the nightly occupancy rate by 5%. At $150 per room per night, that's a $1.4 billion increase to sales revenue over a 12 month period. How bout them green apples!
++A Tactical Turn To Green For Marriott [Washington Post]