The influence and growth of utilising the Green Key status for hotels in Mexico

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. 

NH Hotel Group and Green Key collaboration for environmental education in Mexico

The collaboration started in January has led to a new initiative in Mexican establishments to raise guests’ awareness among their carbon footprint.

As part of the work towards environmental information to guests, a joint production of cards with environmental information has been launched between NH Hotel Group and Green Key in Mexico. This initiative aims to generate a positive change in both guests and staff in the first two NH hotels awarded Green Key in Mexico City. Indeed, NH and Green Key collaboration in Mexico focuses on environmental information to guests, one of the 13 criteria areas to comply with to achieve the Green Key award.

Through the joint production of these informative cards, Green Key supports the first Spanish hotel chain’s ambitious sustainability goals. Green Key in Mexico also takes part to the implementation and spreading of eco-friendly practices in Mexican establishments since more NH hotels are underway in the country.

Recently, NH Hotel Group announced to have approved long term goals by the Science Based Targets Initiative, meaning that these goals are reviewed by a scientific committee and are meaningful for the planet.  This target set goals to reduce its carbon emission by 20% by 2030 based on 2018 as based-year on all supply chain activities in order to avoid the emission of over 70,000 tons of carbon dioxide into the atmosphere.

As part of its work with sustainability, NH Hotel Group also prioritizes innovation to develop eco-friendly solutions regarding energy, water, responsible suppliers, carbon footprint and climate change. With 46 Green Key awarded NH hotels worldwide, Green Key also supports this large scale transformation involving the entire hotel chain.

Green Key awarded Mexican hacienda with focus on sustainable gardening

As part of the work with sustainability, Fiesta Americana Hacienda San Antonio El Puente Cuernavaca has integrated responsible use of water and composting for its garden areas.

The hotel, located in the village of Xochitepec just 15 minutes away from Cuernavaca and 1.5 hour away from Mexico City, is a perfect place to celebrate the past and the present. It is a historical hacienda with a beautiful colonial architecture and a modern decoration of the rooms.

Fiesta Americana Hacienda San Antonio El Puente Cuernavaca is surrounded by impressive gardens requiring additional focus on sustainability. The management has installed an irrigation system only using collected rainwater supplemented with water from a nearby river, while the municipal water supply is not used for this purpose. The hotel is naturally only watering the garden at night or in the morning when the water evaporation is lower. Furthermore, the hotel focuses on collecting and composting garden waste for later use as natural fertilisers in the gardens and thereby reducing the need for adding artificial fertilisers.

José Luis Jiménez Cortés, Maintenance Manager at Fiesta Americana Hacienda San Antonio El Puente Cuernavaca, says: “With the unique location of our hacienda in beautiful green surroundings, we are aware of our need to manage the gardens as sustainable as possible, and we are therefore very proud of our rainwater and garden waste collection systems.

The Hotel belongs to Grupo Posadas, the largest hotel group in Mexico with around 160 hotels across the country holding the Green Key award.

75 Posadas hotels awarded with Green Key in Mexico

The number of Green Key awarded establishments in Mexico got an increase of 75 Hotels when Grupo Posadas reached their goals for environmental practices. 

The 75 Posadas hotels represent the brands Live Aqua, Grand Fiesta Americana, Fiesta Americana, The Explorean by Fiesta Americana, Fiesta Inn, One and Gamma. 

After an extensive evaluation covering the 13 Green Key criteria categories, such as environmental management, staff involvement, social responsibility and environmental activities, the hotels could reach the goal of gaining the Green Key award. This was achieved thanks to the sustainable initiatives, structural renovations in some of the hotels and the innovating practices and services of the hotels. The coordinated efforts of Green Key Mexico and Posadas in regard to maintenance and the accomplishment of the regulations, means that Posadas now complies with high standards in the field of sustainable tourism.

The establishments in Mexico that apply for a Green Key are awarded by a National Steering Committee with representatives from the Tourism Ministry, Energy Ministry, Environmental Ministry and The Nature Conservancy, a non-profit international organization with conservation of biodiversity and the environment as their goal. 

During the awards ceremony that took place at the Fiesta Americana Parque Toreo hotel, Enrique Calderón, Vice President of Hotel Operations at Grupo Posadas, commented: "A few months ago, we received with pride and satisfaction the Green Key certification for 3 of our hotels. Today, we are even more proud to receive this same certification, but for 75 properties; this is no more than a reflection of our goal to operate attractive, functional and environmentally friendly hotels."

Pablo Azcárraga, CEO of Grupo Posadas, said: “This is without a doubt the goal of a great effort, we must keep on working. We have to be an example for Mexico and an example on the international level of sustainability within tourism."

Prominent individuals present at the award ceremony included Enrique de la Madrid, Secretary of Tourism, Mariana Boy Tamborrell, General Manager of Urban Development of Tourism, José Salvador Sánchez Estrada, Undersecretary of Quality and Regulation of the Ministry of Tourism, and Joaquín Arturo Díaz Ríos, CEO of The Foundation for Environmental Education Mexico.

The awarding of the 75 Posadas hotels is a great success for Mexico and the whole Green Key programme. Mexico is now in the top 10 of countries with the most Green Key awarded establishments. 

Posadas is the largest Mexican hotel chain, with 158 hotels and more than 25,000 rooms in Mexico.