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Website set to offer travellers unique measurement system to rate global hotels; embraces the ‘social norm’ of sustainability in-line with Cape Town Declaration

Berlin, Germany, March 9, 2011 – Marbella-based hotel and responsible tourism experts have joined forces to launch Responsible Hotels, an online booking platform offering a pioneering sustainability-rating system for hotels, which is being launched in Beta version last year.

The website offers consumers an online forum with a sustainability-rating for hotel properties based on uniquely-designed ‘Responsible Indicators’ which assess details and efforts by hoteliers to support environmental and social responsibility, in response to and support of the Cape Town Declaration on responsible tourism.

Developers announced this week that will be working on the next version that will feature more options for users to identify those hotels that are performing better in the different aspects of responsible tourism. The new version will be ready before the summer season and will provide a better understanding of what hotels can do and highlight the best practices in the industry. As part of this new version, Responsible Hotels aims to increase the number of hotels in the web site. The objective is to offer more options to the users who expect to find the right accommodation in the destination of their choice while the assessment team evaluate the level of responsibility of the hotels together with the feedback of the travellers.

Now than ever, travellers need to make informed choices about the hotel they stay at

Jose Luque, visionary and CEO of Responsible Hotels, said that hoteliers cannot ignore the social norm of sustainable thinking as a purchasing factor for consumers. “Now than ever, travellers need to make informed choices about the hotel they stay at, for both leisure and business travel. The Responsible Hotels website gives them a more comprehensive information to make that choice’” said Luque. “Green thinking is no longer niche and Responsible Hotels embraces that.” Luque said Spanien Forum on March 11, 2011, marked at ITB Berlin, was the appropriate moment to introduce the new website to hoteliers and the wider industry.

The Responsible Hotel Indicators focus on four areas of consideration as part of the measurement system:

  • Ecological Footprint: a calculation of a hotel’s ecological footprint, combining the consumption of natural resources, waste production, as well as land use.
  • Authenticity: how a hotel provides a cultural experience for its guest through the ambience and environment of the hotel itself, through culinary offerings, cultural information and destination guides.
  • Responsible Behaviour: Key factors are considered such as any eco policy, certifications in environmental management, use of local suppliers and organic materials and produce, waste management and renewable energy sourcing, and use of Fair Trade supplier products and ingredients.
  • Quality: Delivering a responsible hotel product does not have to mean compromising value, therefore all hotels are rated for their service, facilities, customer satisfaction and value for money.

For hoteliers, the website offers a unique marketing portal and distribution channel to reach travellers specifically looking to make responsible choices based on good social and environmental practices and features of a property.

Responsible Hotels was established in 2007 by Luque and Joaquin Pineda, an off-shoot of Spanish hotel and property management company, Grupo el Fuerte, with support from an assembled a team of ecological, hotel and information technology experts who have spent more than two years devising the responsible indicator system that will remain unique to Responsible Hotels.

Andalusia-based hotels being featured include unique and authentic hotels such as Las Casas de la Judería in Seville, Riads in Morocco like the Dar Tuscia in Marrakech and Hotel Fuerte in Marbella, along with global destinations including Portugal, Italy, Thailand, Ireland, Argentina.

To pre-register your hotel and to get contact by one of us go here



Morocco: Unforgettable holidays staying in a Riyadh.
Andalucia: Embrace the traditions and surrender yourself to Andalusia’s charm.
Portugal: Enjoy the country’s monuments, the culture and the portuguese cuisine.

 Javier Ortiz. Apasionado del Marketing, el Turismo y la Tecnología como ingredientes principales del nuevo caminio que debe emprender la industria de los viajes hacia un futuro más sostenible. Twitter: @javierortizsan Leer más de este autor

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