Adoption of Green Design in the Hospitality Industry in Kenya (a Case Study of Serena Group of Hotels, Lodges and Resorts)

Abstract

Green designs are environmental practices considered and adopted within various industries as they are considered to be environmentally friendly. These practices reduce the demand on natural resources and the ecological footprints. Sustainable and environmentally friendly practices are gaining more and more awareness as it is increasing becoming necessary to protect our natural resources and the eco-system for future generations. The hospitality industry in Kenya contributed approximately two hundred and twenty billion Kenya shillings (Kes. 220.6bn) which is approximately four point one percent (4.1%) of the total GDP in the year two thousand and fourteen (2014). This is expected to rise by five point one (5.1%) percent by the year two thousand and twenty five (2025). The industry is one of the biggest consumers of natural resources. Adoption of green design within this industry would save the environment from degradation while still maintaining the quality of hospitality services and products offered. Most stakeholders within the hospitality industry do not adopt green design practices as most establishments are put up for economic gain with little or no environmental considerations. Adoption of green design would position this industry highly among intended consumers especially with the current adoption of sustainable consumerism. Serena Group (TPS-Serena) has been a leader in green design practices over the past decades winning various awards on the same. This has been through the group’s thirty six (36) lodges, hotels and resorts located in East and Southern African and Southern Asia. The researcher focused on highlighting these practices through a case study approach. Samples were selected mainly through purposive sampling which included; Amboseli Serena Safari Lodge, Serena Mountain Lodge, Sweet Waters Serena Tented Camp and Nairobi Serena. The research established that the different establishments adopted green design based on different factors like geographical location. The researcher thereafter xii | P a g e recommends a framework which the hospitality industry can adopt to increase the uptake of green design players within the industry including the TPS-Serena.