Green Means Revenue - JoAnna Abrams - Defining Hospitality
"Today's suppliers need to understand that they're no longer just selling a product. They're selling a product with a story."
Audio Links:
Spotify: https://open.spotify.com/show/0A2XOJvb6mGqEPYJ5bilPX
Apple Podcasts: https://podcasts.apple.com/us/podcast/defining-hospitality-podcast/id1573596386
This Earth Day, Dan Ryan welcomes back JoAnna Abrams, founder and CEO of MindClick, to make the case that sustainability isn’t just good for the planet, it’s good for business. JoAnna reveals how MindClick’s product intelligence platform transforms the sustainability data already hiding in hotel FF&E purchases into a competitive weapon, winning corporate travel contracts, boosting sustainability ratings, and growing real revenue. With stories from the ground, including Hyatt Centric Fisherman’s Wharf, and eye-opening stats on what ditching polystyrene packaging actually means for waste, this episode proves that going green and going profitable are finally pointing in the same direction. 🌍
Takeaways:
Stop waiting for sustainability to feel affordable. Hotels already own the sustainability story in their products without paying a penny more for them. The work is in unlocking and communicating that data, not spending more on new materials.
Train your sales team to tell the sustainability story. Corporate travel planners are asking for sustainability data in 80 to 90% of RFPs, and your directors of sales need the answers ready. Handing them that information is a competitive advantage they can use immediately.
Recognize that 20 to 40% of your hotel’s revenue is tied to corporate business, and that business is now making booking decisions based on sustainability performance. Ignoring it is not a neutral choice, it is leaving money on the table.
Understand that EU regulations are reshaping what global corporations require from the hotels they partner with. Even if you operate primarily in the US, your corporate clients are subject to those rules and they will hold you to them.
Bring the sustainability story down to the frontline staff. The most memorable guest experiences often come from a bellman or front desk employee sharing a small, genuine detail about the space. Equipping those people with the story makes the whole hotel feel more authentic.
Think of sustainability data as an asset that grows the value of the property itself. As appraisal standards evolve and climate resiliency becomes a factor in valuations, the investments made in FF&E and building materials will show up in what the asset is worth.
Do not let perfect be the enemy of progress. You do not need a full certification or a massive overhaul to start telling a better story. Even a new build or renovation can unlock meaningful sustainability credentials and give your team something real to talk about right now.
"Today's suppliers need to understand that they're no longer just selling a product. They're selling a product with a story." - JoAnna Abrams
Building a hotel, brand, or guest experience? Reach out to Dan on LinkedIn or hit reply on the Substack to share what you’re working on.
Connect with JoAnna:
JoAnna Abrams LinkedIn : https://www.linkedin.com/in/joannaabrams/
MindClick : https://www.mindclick.com/
🏨✨ Defining Hospitality is Sponsored by BERMANFALK
Check out their impact page! 🌍🌱 https://www.bermanfalk.com/impact/