Amy Wald, Greenluxe
A warm welcome back to “Women in Circularity,” where we shine a light on women moving us toward a circular economy. This month, I was pleased to connect with a sustainable tourism expert: Amy Wald. Amy is the President of Greenluxe, a consulting firm in Ohio that specializes in developing zero waste and sustainability strategies, training and certification designed for hotels and other tourist destinations. She has over 15 years of experience in the sustainable tourism industry.
After years in hospitality, what prompted you to pivot towards sustainability?
I unexpectedly found myself working on cruise ships and during that experience I felt truly disheartened by the enormous amounts of waste that occurred and the lack of consideration for the communities in our ports of call. I wasn’t sure at the time what I would do, but I knew I had to do something that would help make a positive impact. I had always had a deep love for animals and the environment but was not quite sure how to channel that into a career. At the time, the decision was to go back to school. I did some research and found a program at The Ohio State University focused on the environment, economic development and sustainability. So I took myself back home to Columbus and received a degree in Sustainable Business and Wildlife Management. The rest is history.
How do your zero waste services positively impact your clients?
The hospitality and tourism industry is uniquely positioned to significantly impact all three pillars of sustainability: people, planet and profitability. This sector can achieve substantial landfill diversion while simultaneously reducing operating costs. Moreover, it presents opportunities to address social issues by diverting valuable resources such as food
and linens before they enter the waste stream. The organizations I work with can benefit in numerous ways from creating upstream commodities, such as repurposing glass into hotel items or artwork. This approach not only generates new waste streams but also creates jobs and stimulates economic growth. Perhaps most importantly, these initiatives have the potential to drive behavioral changes both within organizations and in the broader community by eliminating and choosing products more environmentally friendly. This is something that consumers are demanding.
Is there a recent project that you found particularly rewarding?
I have recently been working with a very exclusive luxury hotel brand in New York City. They have a tremendous amount of waste from hotel operations in addition to the private events they host. The engagement from the staff and the collective intelligence garnered from them has been incredible. They feel so empowered and proud to have their voices heard and have their ideas put into action, which is so inspiring to see. We have been able to divert a large percentage of waste from landfill and significantly reduce monthly hauling fees, two major wins, in a very short amount of time. It is also amazing to see how those eco-friendly practices bleed into other operational efficiencies and become part of the organization’s DNA.
In your opinion, why are hotels and event venues looking to connect with the circular economy?
The hospitality industry faces many pressures, including regulatory demands, brand reputation concerns and the need for cost reduction. Given that hotels operate on slim margins, all operational savings are highly valued. There are also increased regulatory pressures such as the European Union’s Green Claims, which is a call to eliminate greenwashing, New York City’s plastic ban, and mandated carbon measurement and reduction taking place around the globe. In response, sustainability certifications are becoming the norm. Major online travel agencies now require third-party verification for sustainability efforts in order for hotels or destinations to promote themselves as eco-friendly. This shift aligns with consumer trends, as 90% of travelers seek sustainable options. Obtaining certification to prove your brand is sustainable makes sense. Likewise, corporate travel and events are also driving demand. Many corporate travel buyers include sustainability criteria when selecting hotels for events and staff travel. Consequently, sustainability pressures are coming from all angles. So in addition to reducing operating costs, now there is a strong business case for increased top line revenue to attract the sustainably minded traveler. By initiating your sustainability journey now, organizations can develop a unique value proposition that aligns with their culture. This proactive approach not only differentiates your brand but also helps avoid future financial penalties and last-minute scrambling to meet evolving standards.
Do you have a favorite podcast that recharges your batteries?
There are so many podcasts I love. I spend a lot of time listening to business podcasts such as EntreLeadership and Metropolis Deep Green. In fact, I love podcasts so much I recently started one with Kathy Sue McGuire, which has been such a fun and rewarding process. Unsurprisingly, it is called “The Sustainable Hospitality Podcast.”
MaryEllen Etienne is the creator of “Women in Circularity.” Etienne works on the Market Transformation and Development team for the U.S. Green Building Council. She has over 20 years of experience in sustainability and is a champion of the circular economy.