Since its development, Green Key has ventured into various countries and in this article, we will discuss the impact that Green Key has had on the tourism industry in Mexico. Our interview partner in this article was the CEO of FEE Mexico; Joaquín Arturo Díaz Ríos.
FEE Mexico CEO; Joaquín Arturo Díaz Ríos.
When did the Green Key programme start in México, and can you briefly explain the development of the programme in México?
Green Key México began operations in 2014. During its first year, the Green Key programme awarded three hotels. The programme in México expanded from 6 to 9 hotels between 2015 and 2016.
2017 was a landmark year; the number of awarded hotels increased to 154. The key was the added value to the hotel’s operations, generating environmentally responsible operations, employing the support of audits for the different hotel chains, which we do to have greater supervision in establishments resulting, for example, in lower electricity consumption rates. On the other hand, the day-to-day accompaniment and advice resulted in an external and independent third party audit with the alliance with Green Key México.
Currently, the programme is present in 31 states, 74 municipalities with 158 hotels, more than 26,000 rooms, and about 500 collaborators have been actively getting involved around the country.
The Green Key programme in México has been very successful and popular, what do you think is the “key” to this success?
The key is the added value of the Green Key brand, which stands for independence, objectivity, and certainty, as well as the implementation of a programme of strict compliance with national and international criteria that can always be verified.
The production of friendly material, such as videos developed explicitly for the establishments, has become a successful way of continuous technical support. The environmental managers of the hotels appreciate this proximity.
Our expertise in environmental education and sharing material to raise awareness of the actual daily environmental impact of the hotel’s operations represents quantitatively measurable actions. This is to verify compliance with the criteria and implement an environmental performance improvement programme.
An essential part in the development of a Dashboard and an App to assess the compliance of the criteria in real-time, with these tools, we can obtain Big Data from our hotels and provide information for the strategy design process focused on an environmentally responsible operation without compromising the guest’s comfort. In other words, we have implemented a sustainability management system in the hotel operation focused on modernisation and supported by technological tools.
Finally, our National Steering Committee evaluates compliance with the criteria and develops an internationally recognised tool for the hotel sector. Fundamental growth of the programme in México and the commitment of our partners to care for and protect the environment through environmentally responsible actions.
After a difficult 2020-2021 for the hospitality industry due to the Covid-19 pandemic, what are your expectations for Green Key and responsible tourism in México in the coming years?
The COVID-19 pandemic has been a new issue for our country since it has modified attitudes and tourism methods. This has forced us to seek new forms of environmental education as an effective tool to raise awareness among tourists of the need to take greater responsibility for the care of all.
In México, tourists are part of nature-related tourism activities, which should come as no surprise considering the abundance and diversity of the country’s resources. México is a megadiverse country, ranking fifth place, with 12% of the planet’s biodiversity. This biocultural richness allows unique experiences such as nature, community, indigenous and rural tourism.
So, Green Key México’s objective is the development of sustainable hospitality industry. This one should work hand to hand with the promotion and creation of circular economies within hotels. The establishments should address equitable employment and provide a platform for entrepreneurship with the local communities.
Given that the Green Key programme is particularly strong in México, as Green Key´s main area outside Europe and the Middle East, do you think that other countries in Latin America and the Caribbean can build on Green Key´s success in México?
FEE México, through Green Key, has developed material that can be shared with Latin American and Caribbean countries, for example, training videos, which are available to achieve environmentally responsible operations in the establishments. Of course, we are open to keep contact with companies that have a presence in México and with those we have already worked with and those outside the country.
Green Key México always seeks to share knowledge and recognise the work done during the application process and renewals; this allows us to comply with the execution of the environmental improvement plan to achieve international goals. Likewise, training tools on compliance with the criteria will bring more establishments and hotel chains because these resources will facilitate their application.
As a new member of the FEE Board of Directors, responsible for the Green Key programme, how do you see the global development of the Green Key programme in the next 2-4 years?
Green Key is a strong label. As a global benchmark label, we must visualise changes in the tourism sector such as security, health, new barriers for globalisation, and how these issues can impact the viability of sustainable operations.
Green Key is an opportunity for the industry to be part of the defence of the environment under the implementation of a programme that represents the safety of an environmentally responsible operation without affecting the economic viability of the business.
Green Key must strengthen its marketing and be supported by the present network of awarded hotels. After the lockdown, it needs to engage with the sector in the Recovery Plan as a necessary tool for sustainability. Green Key is ready for the challenge; see Strategic Plan GAIA 20:30; Empowering Climate Action, Protecting Global Diversity and Reducing Environmental Pollution.
