A thriving tech industry isn’t the only factor driving the recent hospitality boom in Silicon Valley. Though business travel to the area remains strong, visitors are increasingly extending their stay for pleasure. Additionally, city dwellers are making the short drive from nearby San Francisco for quick and ecologically responsible getaways. CALgreen, California’s Green Building Code, ensures that all new developments incorporate a number of sustainable components, but some hotel operators are doing more and in the process, addressing a larger, global trend—providing compelling differentiation for discerning consumers who have more power and choice than ever in how they flex their wallets.
Marriott, for example, has invested in multiple Silicon Valley properties with mandates to achieve LEED Gold or Silver. These include AC Hotels in San Jose, Sunnyvale, and Santa Clara, as well as a second Sunnyvale development that co-locates an AC Hotel and Autograph Collection Hotel. LEED certification benefits these properties across several fronts. Not only do systems that conserve energy and water help reduce operating costs and, in the larger scheme of things, slow global warming, but a 2014 study conducted by Cornell University found that certification also boosts revenue. Moreover, LEED status is an effective marketing tool to members of Generations X, Y, and Z, who value brands that demonstrate environmental responsibility.