Chapter 7: Sustainability

Did you know the term 'Greenwashing" actually originated from the hospitality industry?

The term "greenwashing" was coined by New York environmentalist Jay Westerveld in a 1986 essay about the hotel industry's practice of placing notices in bedrooms promoting the reuse of towels to "save the environment". He noted that these institutions often made little or no effort toward reducing energy waste, although towel reuse saved them laundry costs. He concluded that the fundamental objective was most frequently increased profit. He labeled this and other profitable-but-ineffective "environmentally-conscientious" acts as "greenwashing".

Fascinating, right?

So, how can the industry reverse this trend and become genuine stewards of the environment?

What makes a hotel sustainable?

First, let me say this: I'm no expert. I'm just curious and have tried to learn as much as possible. I welcome any insights from experts whose job it is to think about these things. Here’s a peek into our sustainability journey.

Being 'sustainable' is more complex than it might seem. There is no universal standard for measuring it, with countless standards and a lot of jargon.

What does it mean to be sustainable? What do you include in your definition? Does the carbon footprint of guests traveling to your establishment count towards your sustainability measurement?

A helpful framework to understand this is through Scopes:

Scope 1 emissions are direct greenhouse gas (GHG) emissions that occur from sources that are controlled or owned by an organization such emission from your building consumptions, corporate vehicles usage, etc.

Scope 2 emissions are indirect GHG emissions associated with the purchase of electricity, steam, heat, or cooling and are a result of the organization’s energy use.

Scope 3 emissions are all indirect emissions (not included in Scope 2) that occur in the value chain of the reporting company, including both upstream and downstream emissions. This could be emissions from your employees commuting to work or emissions associated with goods and services your company purchases

It's overwhelming to tackle the problem from all angles right from the start. A better approach is to start by measuring your emissions. Then, focus on what you can control, understand your overall operational needs, and then begin cutting back or replacing materials, suppliers, or processes that negatively impact the environment.

First, a note on Standards

Having spent my early career working on standards (ISO, industry-specific, etc.), I have thoughts on them. On paper, they sound fantastic. Who wouldn't want their operations to be a well-oiled machine with everything documented and success attributed to prescribed methodologies?

But reality often diverges from theory. I haven't found conclusive evidence that the success of a specific project is solely due to implementing a "standard." Typically, organizations adapt because of client requests, industry requirements, or regulatory reasons, and they build teams whose sole purpose is to meet these standard requirements.

This often turns into a checkbox exercise, with more energy spent on obtaining certification rather than achieving tangible benefits.

Overall, I’m not a fan. Here’s why: it's primarily about documentation. Endless hours of paperwork that nobody reads except the person compiling it and the auditor who checks it sporadically. There is little to no tangible impact.

If I were to create a new "standard," it would be 100% about the output. Set baseline performance targets for key metrics and have companies measure their output. Issue a baseline certification and then track improvements annually.

Focus on results, not documentation.

My preference is to invest any incremental spending in improving operations, upgrading to more energy-efficient equipment, or enhancing the guest experience—not on admin work. The only reason I'd reluctantly consider certification is if it’s mandatory.

So what did we do and what are planning on doing?

We were lucky to find a real expert early on who is a consultant to our project. Agis M. Papadopoulos is the President of the Electro Mechanical Engineering department at one of the largest universities in Greece, an advisor to the Greek Ministry of Environment and Energy and an all around amazing human being. He has helped us craft our strategy.

At Tella Thera, sustainability means:

• Reduction of energy needs
• Water conservation
• Locally and ethically sourced supplies
• Zero-waste, plant-forward menus
• Waste reduction
• Elevating local communities and culture, flora, and fauna
• Fair employment practices

Our carbon management strategy is simple:

1. Eliminate potential energy needs through bioclimatic design.
2. Use energy-efficient appliances and low-water usage fixtures to minimize our actual needs.
3. Offset remaining emissions by investing in projects that reduce carbon consumption.

And to achieve all this, we need to measure.

If you can't measure it you can't manage it

Energy

Energy is one of the toughest problems to crack. The best way to start is by eliminating future energy needs before breaking ground.

Design plays a pivotal role in reducing energy consumption so any energy used can be partly subsidized by renewable sources. We were thoughtful about our location choice, which helped us achieve energy efficiency. Our plot sits on a natural amphitheater-style slope, creating better airflow and allowing all rooms to be subterranean.

The orientation of buildings also influences heating or cooling needs to keep them guest-ready. We are building rooms to enable summer passive sun protection.

Subterranean buildings significantly reduce energy needs. In a summer hotel, HVAC requirements (mainly air conditioning) can account for up to 70% of energy needs. Planted rooftops further reduce energy needs by absorbing additional residual heat, offering cooler interiors and exteriors. Ceiling fans, although not producing cold air, create the illusion of a cool breeze with a lower carbon footprint.

Finally, solar panels and geothermal energy allow for meeting energy and A/C needs in a greener way.

Water

Water conservation follows a similar strategy: eliminate the need before it arises. We will achieve this through indigenous, low-hydration landscaping, efficient irrigation systems, and low-flow plumbing fixtures.

Efficient irrigation systems also involve treating grey water through organic filters and using the clean water for landscaping.

We are also planning or considering implementing:

• EV fleet
• Electric chargers for guest vehicles
• Elimination of single-use plastics
• Smart infrared motion sensors for room energy management
• Smart door locks to eliminate plastic or non-plastic keycards
• Variable speed drives on mechanical systems
• Modern induction kitchens (no gas)
• On-site composting
• On-site organic gardens
• Waste separation at source
• State-of-the-art water-conserving taps and sinks
• Oil separation systems
• Reduce light pollution with lighting design

Our Net-Zero Journey

Above all, we are most excited about our journey towards net-zero. We aspire to be a net-zero operation and believe we’ve found a way to achieve this, although it will take a few years. We don't want to make misleading statements or contribute to the greenwashing problem, but we have the willingness, energy, and passion to make this happen.

We are committed to tangible, meaningful action. Every step we take is aimed at reducing our environmental impact and enhancing our community. From energy-efficient design to water conservation, locally sourced supplies, and fair employment practices, we are dedicated to creating a sustainable and enriching experience for our guests and the environment.

Sustainability isn't just a trend for us—it's the core of our mission. By continually measuring our progress and adjusting our strategies, we are confident in our ability to make a real difference. Our journey towards net-zero is not just a goal but a promise to future generations.

On one of the early detailed walk throughs of the plot we found these native plants called skylokremmyda (translates to dog onions :-p ). It turns out, this plant was hung on doors, windows and thresholds in the past during New Years Eve to indicate renewal. This indigenous plant grows near the sea side and requires no water to seed or to grow. It's the definition of sustainability!