Good reviews can hide real operational and reputational risk. A focused Environmental and Brand Audit helped this hotel make practical changes that guests noticed and valued, strengthening both its brand and future resilience.
The Challenge
A small hotel with consistently good guest reviews believed it was already doing “enough.” With positive feedback coming in and occupancy performing well, the owners saw little reason to question their approach, particularly when it came to environmental responsibility.
However, during an Environmental and Brand Audit, it quickly became clear that sustainability had not been considered at all. Non-biodegradable plastics were used extensively across all departments, from housekeeping and laundry to the kitchen and public areas. The owners were largely unaware of the scale of the issue and, buoyed by strong reviews, were not inclined to change.
What appeared to be a well-regarded hotel was, in reality, exposed to growing reputational risk as guest expectations around environmental responsibility continued to rise.
The Audit Findings
The audit carried out by Gabr Pilkington Associates highlighted widespread and unnecessary plastic use, including:
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Plastic laundry bags across housekeeping operations
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Heavy reliance on antibacterial wipes
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Environmentally-unfriendly cleaning products
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Aerosols and aroma sprays used throughout the hotel
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Extensive plastic use in the kitchen for storage and service
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Plastic bin liners in all public areas
Despite good guest reviews, the hotel’s practices were out of step with modern expectations and increasingly at odds with its brand positioning.
The Solution
Rather than producing a report alone, GPA intervened directly during the audit visit, introducing practical, immediately workable changes:
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Plastic laundry bags were replaced with washable drawstring calico bags
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Non-biodegradable wipes were replaced with biodegradable alternatives
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Cleaning products were reviewed, with harmful options removed in favour of eco-friendly solutions and traditional methods such as vinegar and newspaper for glass cleaning
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Aerosols and aroma sprays were removed entirely
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Kitchen storage switched from plastic to wax-coated cloths, with cotton bread basket covers introduced for outdoor dining
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Public bin liners were replaced with heavy-duty, washable canvas
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Plastic use was limited strictly to bathroom bin waste and food waste, where hygiene required it
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In-room tent cards guided guests on how they could support the hotel’s environmental efforts
These changes were practical, affordable, and easy for staff to adopt.
The Results
The impact was immediate and unexpected.
Guests began commenting positively on the hotel’s visible care for the environment. What had once gone unnoticed became a point of differentiation and pride. The owners - initially sceptical- were both surprised and pleased by the strength of the response.
Follow-up visits by GPA confirmed that:
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All recommendations had been implemented
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Sustainable practices were being maintained
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Environmental awareness had become embedded in daily operations
The hotel had improved not just its environmental footprint, but its guest perception and brand credibility.
Additional Benefits
Beyond guest feedback, the audit delivered wider advantages:
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Reduced reliance on single-use plastics
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Clearer operational standards for staff
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Stronger alignment with modern guest values
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Increased confidence in the hotel’s brand positioning
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Future-proofing against rising environmental expectations and scrutiny
Importantly, these gains were achieved without compromising service quality or guest comfort.
Conclusion
This case study shows how good reviews can hide real operational and reputational risk. A focused Environmental Audit helped this hotel make practical changes that guests noticed and valued, strengthening both its brand and future resilience.