How We Achieved 97% Guest Satisfaction in Sustainability

When we first started measuring Guest Satisfaction in Sustainability at Belmore Court & Motel, we weren’t entirely sure what to expect. After all, sustainability can sometimes feel like a box-ticking exercise – something businesses claim to do rather than genuinely deliver. But when our latest survey results showed a remarkable 97.2% satisfaction rate with our sustainability practices, we knew we’d discovered something special about authentic green hospitality.

This isn’t just a number we’re proud of – it represents a fundamental shift in how guests experience and value sustainable accommodation. With only 13 out of 467 surveyed guests feeling our practices didn’t meet their expectations, we’ve learned that Guest Satisfaction in Sustainability isn’t about grand gestures or expensive technology alone. It’s about creating authentic, meaningful experiences that guests can see, touch, and participate in during their stay.

The Challenge of Authentic Sustainability

The hospitality industry is littered with examples of “greenwashing” – superficial sustainability claims that don’t translate into real environmental impact or guest value. When we began our green journey over a decade ago, we were determined to avoid this trap. We knew that achieving genuine Guest Satisfaction in Sustainability would require more than just switching to eco-friendly toiletries or asking guests to reuse towels.

Our approach started with a simple principle: every sustainability initiative must deliver both environmental benefits and enhanced guest experience. This dual focus became the foundation of our success, ensuring that our green practices never felt like compromises or inconveniences to our guests.

The challenge was significant. We needed to retrofit an existing property with renewable energy systems, implement comprehensive waste reduction programmes, and train our entire team – all while maintaining the comfort and service standards our guests expected. Most importantly, we had to find ways to make these often invisible improvements visible and meaningful to guests during their stay.

Understanding What Guests Actually Want

Our journey to exceptional Guest Satisfaction in Sustainability began with listening. Through our post-stay surveys, we discovered that 94.4% of our guests consider sustainability at least somewhat important when choosing accommodation, with 43.7% considering it very or extremely important. This told us that sustainability wasn’t a niche interest – it was a mainstream expectation.

But here’s what surprised us: guests weren’t looking for perfection. They wanted authenticity, transparency, and the ability to participate in meaningful sustainability practices during their stay. When we asked what sustainability features guests noticed most, the results revealed a clear pattern:

• 76.4% recognised our towel and linen reuse programme – the most visible initiative
• 59.7% appreciated our eco-friendly toiletries
• 56.9% noticed our refillable toiletry dispensers
• 52.8% valued our locally sourced breakfast items

These findings shaped our understanding that Guest Satisfaction in Sustainability isn’t achieved through hidden technologies alone, but through practices that guests can actively engage with and appreciate during their stay.

Interestingly, some of our most significant environmental achievements initially scored lower in guest recognition. Only 12.5% of guests noticed our zero waste to landfill policy, despite this being one of our proudest accomplishments. This taught us that sustainability communication is just as important as sustainability action.

The Visible Initiatives That Work

Creating outstanding Guest Satisfaction in Sustainability requires making your environmental efforts visible and engaging. Our most successful initiatives share three characteristics: they’re immediately noticeable, they enhance the guest experience, and they invite participation.

The Towel and Linen Reuse Programme Our towel reuse programme achieved 76.4% guest recognition because it’s simple, clear, and empowering. Rather than treating it as a cost-saving measure, we present it as an opportunity for guests to make a meaningful environmental impact during their stay. Clear signage explains that by reusing towels, guests help us save approximately 17 gallons of water and reduce chemical usage for each towel not laundered daily.

Refillable Toiletry Dispensers Moving from individual plastic bottles to elegant refillable dispensers in our bathrooms achieved multiple goals. Guests appreciated the premium feel of the dispensers, the high-quality eco-friendly products, and the obvious plastic waste reduction. The 56.9% recognition rate showed that guests value sustainability initiatives that enhance rather than compromise their experience.

Locally Sourced Breakfast Experience Our commitment to sourcing 30% of breakfast ingredients locally became a talking point with guests. We display information about our local suppliers, creating connections between guests and the Fermanagh community. This approach to Guest Satisfaction in Sustainability transforms breakfast from a simple meal into an authentic local experience with environmental benefits.

Digital-First Approach We eliminated unnecessary paper usage by providing digital receipts, online booking confirmations, and electronic information packets. Guests appreciated the convenience whilst recognising the environmental benefits. Our PressReader app subscription allows guests to access newspapers and magazines digitally, saving significant paper waste whilst providing an enhanced reading experience.

The Behind-the-Scenes Infrastructure

While visible initiatives drive immediate Guest Satisfaction in Sustainability, our behind-the-scenes infrastructure provides the foundation for authentic environmental performance. Guests may not always notice these systems directly, but they create the conditions for genuine sustainability that discerning guests can sense.

Renewable Energy Revolution Our £52,000 investment in solar panels and battery storage systems generates clean energy that powers our operations. With 56kWp of solar capacity and 60kWh of battery storage, we’ve achieved energy independence during peak sunlight hours. Combined with our certified 100% renewable electricity supply, we’ve eliminated all Scope 2 emissions – a achievement that contributes significantly to guest confidence in our environmental credentials.

Biomass Heating System Our biomass boiler, operational for over a decade, uses sustainably sourced wood pellets from suppliers within four miles of the property. This system contributed to our outstanding Energy Performance Certificate ‘A’ rating (score 19), demonstrating that sustainability and efficiency can work hand in hand.

LED Lighting Revolution Achieving 99% LED conversion throughout the property required careful planning and significant investment. We use warm white LEDs (3000K) in guest areas for comfort and cool white (4000K) in work spaces for productivity. Motion sensors in corridors and common areas ensure lights operate only when needed, whilst maintaining safety and convenience.

Water Conservation Systems Our rainwater harvesting system captures and stores water for irrigation and non-potable uses. Low-flow fixtures in all bathrooms reduce water consumption without compromising guest comfort. These systems work invisibly to support our goal of maintaining water consumption below 0.24 litres per room night.

Measuring and Responding to Feedback

Achieving exceptional Guest Satisfaction in Sustainability requires continuous measurement and improvement. Our post-stay survey system, which captures responses from approximately 100 guests per month, provides the data we need to understand guest perceptions and identify improvement opportunities.

The 80% Response Rate Achievement Getting guests to complete sustainability surveys can be challenging, but our 80% response rate on sustainability questions shows that guests are genuinely interested in sharing their experiences. We achieved this by keeping surveys concise, asking relevant questions, and demonstrating how feedback leads to real improvements.

Addressing the Communication Gap Our surveys revealed that 49.3% of guests weren’t aware of our sustainability commitment before arrival – a significant opportunity for improvement. We’ve since enhanced our pre-arrival communications, website content, and booking confirmation messages to better highlight our environmental credentials.

This proactive approach to Guest Satisfaction in Sustainability ensures that guests arrive with appropriate expectations and can fully appreciate our sustainability initiatives during their stay.

The Net Promoter Score Success Perhaps our most telling statistic is that 93.1% of guests would recommend us for sustainable travel, with 81.9% very likely to recommend us. This extraordinary advocacy rate demonstrates that Guest Satisfaction in Sustainability creates genuine brand loyalty and word-of-mouth marketing.

Lessons Learned and Best Practices

Our journey to 97% Guest Satisfaction in Sustainability has taught us several crucial lessons that other accommodation providers might find valuable:

Authenticity Trumps Perfection Guests appreciate honest efforts and continuous improvement over claims of perfection. By sharing our actual progress, challenges, and future plans, we’ve built trust and engagement that perfected marketing messages couldn’t achieve.

Visibility Matters Even the most impactful environmental initiatives won’t enhance Guest Satisfaction in Sustainability if guests can’t see or understand them. We learned to balance behind-the-scenes efficiency improvements with highly visible guest-facing initiatives.

Staff Training is Essential Our team’s knowledge and enthusiasm for sustainability initiatives directly impacts guest experience. Regular training ensures every staff member can explain our programmes, answer guest questions, and embody our environmental values in their daily work.

Local Partnerships Enhance Credibility Working with local suppliers, waste management facilities, and renewable energy providers creates authentic connections that guests value. These partnerships demonstrate genuine commitment to community and environmental stewardship.

Continuous Improvement Shows Commitment Guests appreciate knowing that we’re not resting on our achievements. Our published Green Action Plan 2025-26 shows ongoing commitment to improvement, including targets for water conservation, waste reduction, and renewable energy expansion.

The Business Impact of Sustainability Success

High Guest Satisfaction in Sustainability has delivered tangible business benefits beyond environmental impact. Our sustainability credentials have become a key differentiator in a competitive market, attracting environmentally conscious travellers who often demonstrate higher loyalty and advocacy rates.

Revenue and Occupancy Benefits Sustainable travellers often book longer stays and choose accommodations based on values alignment rather than price alone. Our focus on Guest Satisfaction in Sustainability has attracted a guest demographic that values quality and authenticity over purely transactional relationships.

Operational Efficiency Gains Many sustainability initiatives have delivered operational benefits. LED lighting reduces maintenance costs, renewable energy provides price stability, and waste reduction programmes lower disposal expenses. The alignment between sustainability and efficiency has strengthened our business model whilst enhancing guest satisfaction.

Team Engagement and Pride Our sustainability achievements have created a strong sense of purpose and pride among team members. Staff appreciation for working for an environmentally responsible employer has improved retention and job satisfaction, which directly benefits guest experience.

Future Ambitions and Continuous Improvement

Maintaining our exceptional Guest Satisfaction in Sustainability requires ongoing innovation and improvement. Our Carbon Net Zero by 2030 target provides a clear framework for future initiatives, whilst guest feedback continues to guide our priorities.

Planned Enhancements Our 2025-26 action plan includes greywater recycling systems, waterless urinals, and expanded partnerships with local suppliers. Each initiative will be implemented with the same focus on guest experience that has driven our current success.

Technology Integration We’re exploring smart room technologies that allow guests to monitor their environmental impact during their stay, creating more engaging and educational sustainability experiences.

Community Expansion Future plans include bike rental services for guests and the public, expanded local partnership programmes, and community sustainability education initiatives that extend our impact beyond the property boundaries.

Conclusion: Sustainability as Hospitality Excellence

Achieving 97% Guest Satisfaction in Sustainability has taught us that environmental responsibility and hospitality excellence are not just compatible – they’re synergistic. When sustainability initiatives enhance guest experience whilst delivering environmental benefits, everyone wins.

Our success demonstrates that sustainability excellence isn’t about compromise or sacrifice. Instead, it’s about reimagining hospitality to create experiences that are more meaningful, more connected to place and community, and more aligned with guests’ evolving values.

The key to our achievement lies in treating sustainability not as an add-on service, but as an integral part of our hospitality philosophy. Every environmental initiative is evaluated through the lens of guest experience, ensuring that our green practices enhance rather than detract from the comfort and enjoyment our guests expect.

As we continue our journey toward Carbon Net Zero by 2030, we remain committed to maintaining and improving our sustainability satisfaction scores. Because ultimately, the most sustainable approach to sustainable hospitality is creating experiences so positive that guests become advocates for both environmental responsibility and exceptional service.

Our 97% satisfaction rate isn’t just a achievement – it’s a foundation for the future of hospitality, where environmental stewardship and guest satisfaction work hand in hand to create extraordinary experiences for travellers and meaningful impact for our planet.