ABSTRACT
Chapter 4 reviews how accounting for the values, preference and priorities of your customers needs to align with the values, intentions and priorities of your hospitality company. It highlights and explains the relevance of aligning your overall identity, as a company, with your identity when it comes to sustainability, and the context you create for your customers. If you are to convince your customers to buy and consume the sustainable hospitality experiences you offer them, and support you and get involved with making your sustainability measures and initiatives a success, you need to create a coherent sustainability identity, and send a coherent and appealing message through all of your decisions and actions. It applies brand prism logic and various examples to illustrate both pitfalls and interesting opportunities. It concludes with explaining why and how your employees need to be involved in creating and sending that message.
