The move marks our successful evolution from small market research agency, established in 1991, to the global full-service insight consultancy and member of The BVA Family that we are today.
Insight that makes a difference
Matt Costin, CEO, said: “Demand has never been higher for reliable and creative insight, where organisations can see the benefits on their bottom line. We pride ourselves on our heritage in delivering research which makes a real difference to businesses and, we hope, the wider world. This refresh will help us to further develop our brand around our mission to help everyone that we work with to ‘be better’.
“We achieve this by unlocking hidden drivers, navigating the irrational and communicating insights with impact, which inspire change. To do this, we lean on our expertise and capabilities in four core areas: sector knowledge, data science, behavioural science and visual design.”
Inspiring performance and purpose
Caroline Ahmed, CCO, added: “This brand refresh is the outcome of a collaborative effort by colleagues in BVA BDRC and The BVA Family, to convey our goal of inspiring performance and purpose – something that has always been at the heart of our DNA. For our clients, this means insight to make smarter decisions, so that they can transform and grow. For our colleagues, this means a culture of aiming high and never giving up, where we are all able to thrive and do our bit to make the world a better place.”
Introducing ‘be better’
We are delighted that BVA BDRC is part of the Sustainable Hospitality Alliance, reinforcing our commitment to a low-impact future and using our skills to help the sector work on a cohesive response to the challenge posed by the climate crisis.
The sustainable movement will be the defining initiative of our times and it is vital that we all contribute towards its success.
As an independent research specialist, we can help shape the conversation, ensuring the sector remains connected to the views of travellers, guests and consumers and can retain control of the story.
Our membership of the Alliance will add to our B Corp initiative and commitment to the MRS Net Zero Pledge and MRS Inclusion Pledge, allowing us to use the tools of our trade to help make sense of the world and contribute to a more sustainable future.
Our research has found that consumers wanted to be more sustainable and are calling on companies to “help me help”, creating a so-far-untapped opportunity for hotel brands – in fact 76% of the UK public were ‘very concerned’ about sustainable issues, led by environmental over social.
Given the choice between similar hotels and similar choice with one offering better sustainability offerings, an overwhelming majority chose the sustainable hotel. This was the same when the price went up by 5%.
We believe that companies who help their customers make better sustainable choices can build loyalty and profitability.
The sector is concerned that sustainability is a burden; a tax on operations or an issue for the legal department. We feel that we can help all stakeholders recognise the business opportunity that becoming sustainable provides.
We joined the Sustainable Hospitality Alliance as it launched its revolutionary Pathway to Net Positive Hospitality, providing guidance to help every hotel work towards net positive environmental impact, whatever their starting point.
The Pathway to Net Positive provides a practical, four-stage guidance framework as a free resource that supports all parts of the hospitality value chain to progress in a cohesive, strategic manner. It includes detailed action guidance for hotel operators, brands and asset owners, applicable to both single or multi-unit organisations.
The Pathway recognises that sustainability is crucially important to the sector’s long-term success and that all businesses need to evolve and innovate as stakeholder needs and expectations change.
Sustainable Hospitality Alliance members make up 30% of the global hotel industry by rooms and include 16 world-leading hotel companies with a combined reach of over 35,000 properties and 5.5 million rooms.
According to the United Nations World Tourism Organisation (UNWTO), the hotel sector accounts for around 1% of global carbon emissions and this is set to increase. Hospitality, like other industries, has a responsibility to manage its impact on our planet.
Research conducted by the Sustainable Hospitality Alliance found that the hotel industry needed to reduce its carbon emissions by 66% per room by 2030, and by 90% per room by 2050 to ensure that the growth forecast for the industry does not lead to a corresponding increase in carbon emissions. The industry will need to go even further to help limit warming to 1.5C and avoid the very worst impacts of climate change.
The hospitality sector has faced a series of disruptions in recent years, from the online travel agents, to peer-to-peer lodging and now the shifts in customer behaviour driven by the pandemic. It is only by acting in harmony that the sector has been able to navigate these issues.
Collaboration will be key to success in achieving sustainability and we hope to be able to act as a trusted third party to the Alliance and provide the opportunity for members to share data without fear of revealing information to their competitors, and with no commercial agenda.