Project Aim

My Green Butler uses smart metering, Big Data and
tailored professional development training to:

  • Reduce tourism’s resource use and carbon footprint
  • Increase tourism’s positive community impacts
  • Increase visitor satisfaction
  • Increase tourism’s service quality standards
  • Increase nature & wildlife conservation
  • Identify saving opportunities from analytics

Why this is important

Globally there is increasing pressure for firms to report progress towards more sustainable consumption and production. This requires business to be accountable and transparent with resource use, procurement and provide science-based emission targets, in line with the UN Principles for Responsible Investment disclosure commitments.

The process of collecting and reporting data has to be hand in hand with striving for and achieving the equally important Paris Agreement Goals of Zero Net Emissions. Therefore to report achievements tourist accommodation has to significantly and consistently cut resource use and strongly support local, more sustainable, procurement/guest activities. Particularly, as it also has to compensate for tourism’s global growth.

However, there are great challenges for tourist accommodation once they publish their baseline and progress past the ‘low hanging fruit’, only to arrive at a ‘green ceiling’ where savings become impractical for cost, building design, ownership and resource reasons.

This means for tourist accommodation, calculating annual consumption and emissions, and conducting YOY comparisons over time will not show sufficient savings to achieve the Paris Agreement Goals. That is unless guests are actively participating is resource use conservation and actively choosing more sustainable activities in destinations.

We also face unavoidable change in climate. This too is negatively impacting on resource use as guests and management try to keep accommodation comfortable during extreme weather events. Ignoring guests’ capacity for adaptive behaviour reduces our capacity to save emissions and costs (particularly important for SME). Further, focusing on eco-efficient technology is not sufficient to compensate for guests’ resource use as social change is actually stimulating increased consumption e.g. use of ICT.

To break through the ‘green ceiling’, assist accountability, and report progress, My Green Butler’s analytics are designed to assist operators on a micro level guest by guest and nudge behaviour change, thus making significant savings possible.

Persuasion starts with integrity

Accountability and transparency also underpin brand appeal and the ability for a company to persuade its customers to adapt to their greener approach. My Green Butler incorporates detailed ecofeedback and practical advice which demonstrates accommodation’s shared values with its customers and community. For example, the communication tools used in My Green Butler actively seek to meet the health and general wellbeing needs of its guests.

The activities recommended can support local community initiatives to improve their productivity. Overall guests are persuaded because the accommodation can localise its communication to reflect their geography. It can also build the resilience of its staff to apply low/no carbon adaptive measures for comfort. Local solutions add to a firm’s integrity and can help it attain its responsible business principles and emissions targets.

The method

Resource use in buildings is complex. However our system is flexible to each building’s unique characteristics to optimise maximum persuasive power. It builds the capacity of staff, provides technical insights, interlinks infrastructure to guide occupants to use less resources, whilst adding to their stay experience.

This ‘Richer Experiences – Less Resources’ project focuses on experience design to give the guest a better stay experience, through helpful advice rather than taking a punitive approach. My Green Butler is not an automated concierge system but the combination of ICT and human persuasion, delivered by professionally trained staff.

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