WHERE IS THE VALUE IN GREENING YOUR BRAND? AN ANALYSIS OF THE CANADIAN HOTEL INDUSTRY

This paper assesses the potential for a green hotel brand in the Canadian market, given the current industry trend towards environmentally friendly operations. To begin, an industry analysis of the competitive landscape is performed with a focus on the luxury hotel segment. A discussion of the key players in the Canadian market provides further context. The paper continues by analyzing the consumer decision process within the hotel industry, in conjunction with green consumer behaviour. Finally, given the financial benefits of eco-efficiencies within the hotel industry, it is shown that the creation of a green hotel brand will enable companies to maintain a competitive advantage, as environmentally friendly business becomes the norm.