Earth hour is considered as a worldwide movement that has been organised by the World Wide Fund for nature. It is that hour of the year, where households, communities, organizations, take initiatives and other public places, where they turn off their non essential lights for an hour from 8.30 pm to 9.30 pm (Khan & Borgstrom-Hansson, 2016). This helps them in committing to our planet earth for its safety from issues that lead to the deterioration of natural hindrances. Hotel industry had started taken the initiatives of following the practise of earth hour once a year. Welcoming guests of all age and cultures, provides them with the greater advantage and possibility of educating people regarding the well being of the planet (Chan, et al., 2014). Hence, by taking the initiatives of conducting the practise of earth hour, they can leave a positive message for their customers. In this essay we would analyse the case study of Hilton hotel and resorts property in Seychelles.
As stated in the website Hilton Hotels and Resorts | Hotel Brand Portfolio | Hilton Worldwide (2017), Hilton hotels and resorts in Seychelles have announced their observation of the earth hour for the year 2017, all through the week from March 20-27. This initiative has been framed and processed by various meeting being held mong the managerial heads of the hotel. In spite of observing the conservation of the earth for a day, they have adopted the plan to continue it throughout a week. Guests in the hotels would be made aware regarding the ongoing protection awareness programme through social media and pamphlets during their stay. Their earth week program is focussed o various programs to be conducted throughout the week. Vegetarian lunch would be provided to reduce the impact of greenhouse gases, people celebrating their birthdays and anniversaries would plant tress whereas, candlelight dinners would be promoted to reduce the consumption of electricity. Environment-conscious travellers can join the Northolme team for beach cleaning on the morning along with the staff members.
The hotel segmented its customers of all ages, for the implementation of the program. They target them through the medium of social media and pamphlets, which provides the opportunity to inform people of all ages. The hotel has segmented their customers on the basis of uses. They have positioned their programs for each section. People who attend spa, or holiday stays, or for restaurants, the hotel has a product for all of them. They aim at laying emphasis on the younger generation.
According to Schiffman, Kanuk & Brewer (2014), the TROCC framework would help in analysing the effect of the product of earth hour used by the hotel on young consumers could be stated as follows:
Triability- Hilton hotel promotes the consumption of vegetarian food during the week, that would help in reducing he emission of greenhouse gases by cooking meat. This helps in attracting young consumers from the age of 21 to 25 years for encouraging them on the consumption of vegetarian food.
Relative advantage- by substituting vegetarian food over non vegetarian food, it could help in the reduction of health illness caused. Moreover, by promoting a tree on birthdays and anniversaries would not only help in conserving trees of the planet, yet also provide fresh air and oxygen.
Observability- benefits of being vegetarian, planting trees, cleaning beach and using low lit lights where it is necessary could help in promoting the positive attitudes of the hotel towards the conservation of the planet. This would impart a sense of promotion to the young consumers.
Compatibility- consistency among the young consumers could be maintained by providing the people with the initiatives of taking part in the programs of planting trees and beach cleaning.
Complexity- the procedures and programs that are related to earth hour in Hilton hotel is quite easily adaptable and understandable by the young consumers. Hence, they would readily agree to the implementation of such programs being generated as a product.
Chan, E. S., Hon, A. H., Okumus, F., & Chan, W. (2014). An empirical study of environmental practices and employee ecological behavior in the hotel industry. Journal of Hospitality & Tourism Research, 1096348014550873.
Hilton Hotels and Resorts | Hotel Brand Portfolio | Hilton Worldwide. (2017). Hiltonworldwide.com. Retrieved 26 March 2017, from
Khan, F., & Borgstrom-Hansson, C. (2016). Using the Earth Hour City Challenge to identify high leverage points for footprint reduction in cities. Journal of Cleaner Production, 123, 42-44.
Schiffman, L. G., Kanuk, L. L., & Brewer, S. W. (2014). Consumer behaviour: global and Southern African perspectives.