Navigating sustainability and customers engagement in luxury hospitality - Case study about "Nimb Hotel"
Author
Landucci, Matteo
Term
4. term
Education
Publication year
2024
Submitted on
2024-05-31
Abstract
This thesis examines how a luxury hotel can reconcile sustainability with guests’ expectations of comfort and service, using Nimb Hotel as a case study. Set against a sector where sustainability is gaining prominence yet is often perceived as secondary to price and comfort, the study notes that Nimb has implemented sustainability initiatives and holds Green Key certification, but interview data suggest many guests have limited awareness and that cultural background shapes how sustainability is understood. Adopting a qualitative design, the research draws on nine semi-structured interviews with hotel leadership, front-of-house staff (including concierge and Guest Relations) and former guests, complemented by literature and secondary sources. Findings highlight the need to bridge management intentions and guest experiences through more effective staff–guest communication, targeted marketing, and clearer education that can prompt sustainable choices without compromising perceived comfort. Themes around sustainable transportation, the role of technology, marketing, and the balance between comfort and luxury emerge as pivotal. The thesis outlines opportunities for Nimb, including enhanced staff training and culturally sensitive guest education, acknowledges case-specific limitations, and proposes avenues for further research.
Denne afhandling undersøger, hvordan et luksushotel kan forene bæredygtighed med gæsters forventninger til komfort og service, med Nimb Hotel som casestudie. Afhandlingen placerer sig i en branche, hvor bæredygtighed fylder mere, men ofte opfattes som sekundær i forhold til pris og komfort. Nimb har allerede iværksat bæredygtige tiltag og er Green Key-certificeret, men interviews peger på, at mange gæster har begrænset bevidsthed om emnet, og at kulturel baggrund påvirker, hvordan bæredygtighed forstås. Studiet anvender en kvalitativ tilgang med ni semistrukturerede interviews med hotelledelse, frontpersonale (bl.a. concierge og Guest Relations) og tidligere gæster, suppleret af litteratur og sekundære kilder. Fundene fremhæver behovet for at bygge bro mellem ledelsens tiltag og gæsternes oplevelser gennem mere effektiv kommunikation i mødet mellem personale og gæster, målrettede markedsføringsindsatser og bedre formidling, der kan motivere til bæredygtige valg uden at kompromittere oplevet komfort. Temaer som bæredygtig transport, teknologiens rolle, markedsføring og balancen mellem komfort og luksus træder frem som centrale. Projektet skitserer muligheder for Nimb, herunder styrket personaletræning og kulturelt tilpasset gæsteoplysning, og anerkender begrænsningerne ved et enkelt casestudie samt anbefaler videre forskning.
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