How EV charging can boost hospitality’s competitive edge

As the world embraces more sustainable practices, the hospitality industry is positioned to take advantage of the new opportunities this shift presents. One opportunity is in the growing trend of EV adoption.  

Hospitality businesses that act now to provide EV charging could gain a competitive advantage by attracting new EV driving customers, demonstrating commitment to sustainability, and future proofing locations.  

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Capturing the EV driving market  

In the early days of EV adoption, travelling meant careful planning to locate charge points. As the scale of the UK’s EV charging network has expanded, range anxiety has decreased amongst EV owners, allowing them to drive further with confidence.  

However, the availability of EV charge points has become highly influential for EV owners when choosing a hotel. According to a study by energy firm SMS, the provision of EV charging is a deciding factor for 67% of surveyed drivers. In fact, 48% said they’d choose simply not to stay at a hotel without onsite EV charge points.  

Providing this convenience can help hotels and hospitality businesses gain a competitive advantage, capture new customers searching for EV charging facilities, and avoid being simply filtered out by this growing consumer group.

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Demonstrating sustainability commitment

Sustainability is becoming increasingly important to consumers and impacting how they make decisions. A 2023 study by NielsenIQ, found that 61% of UK consumers felt sustainability was more important to them than it was two years prior and research by Deloitte suggested more consumers consider sustainability when making a purchase decision.  

Hospitality businesses should embrace sustainability, and providing EV charging infrastructure can both strengthen and signpost an organisation’s commitment to sustainability. Working in partnership with a charge point operator committed to using 100% renewable energy, like Zest, will only reinforce this message.  

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Future proofing your business

Earlier this year, the UK reached a milestone 1 million battery electric vehicles registered. According to research by leading independent market researchers CACI, in partnership with Zest, current EV drivers are happy about the switch, with 84% either likely or very likely to repurchase an EV as their next car. This suggests the number on EVs on UK roads will only grow.  

As such, it’s important for hospitality brands to provide a quality charging experience that will support more and more drivers over time. Consider EV infrastructure now will prepare hotels for the inevitable increase of EV driving customers and will provide the opportunity to gain loyalty from guests who have a quality EV charging experience.  

By partnering with an organisation that manages the process from end to end, including planning, installation, maintenance and management, site managers can be sure they secure a future-proof service without any additional burden for their team.  

Zest is working in partnership with hotels and hospitality businesses to provide the scale and quality of infrastructure needed to enhance the customer experience. We invest in hotels to provide solutions at zero cost, while providing revenue generation opportunities. Those acting now, could capture new customers, align with shifting values, future proof their business, and gain loyalty.

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