Mr. Bakhromjon Tursunboev, a native of Uzbekistan and full-time Reservations Agent at Copthorne Tara Hotel London, recently graduated from Brunel University London with a degree in Marketing Management.

For his final research paper, “From Awareness to Action: Investigating Guest Engagement with Green Practices in Hotels,” Copthorne Tara served as the focal point of his study. His work earned full distinction for its depth and insight, an achievement that affirms his dedication and the hotel’s commitment to nurture careers in sustainability hospitality.

Here is what he shares with Hi Life.

As a Reservations Agent at Copthorne Tara Hotel London Kensington and now a fresh graduate from Marketing Management at Brunel University London, I’ve always been passionate about sustainability and guest experience. Over the past year, I had the unique opportunity to combine both through a staff-led research project that aimed to explore and improve our hotel’s green initiatives.

My independent study, titled “Investigating Guest Engagement in the Green Housekeeping Traffic Light System (GHTLS),” focused on how guest awareness, in-room communication, and attitudes influence participation in our sustainable housekeeping program. The GHTLS system allows guests to use coloured cards – green for full cleaning, amber for a light refresh, and red for privacy – to manage housekeeping services in an environmentally conscious way.

While this system had been in place for some time, I wanted to understand how it was actually perceived by guests and whether we could increase engagement by improving communication.

To carry out the research, I designed a survey using well-established academic frameworks and collected responses from over 100 guests over a three-month period. The surveys were distributed both physically and digitally using QR codes in guest rooms. I analysed the data using SPSS, applying statistical methods such as correlation and regression analysis to uncover meaningful patterns.

The findings were really encouraging:

• When messaging was clear and visible, guest engagement significantly increased.
• Guests who were more aware of the program were more likely to participate.
• Increased participation could reduce housekeeping costs by 10–15%, while also lowering water, electricity, and chemical usage.

To thank our guests for taking part, we organised a small prize draw, giving away Bluetooth speakers and eco-bags to six randomly selected participants.

This project wasn’t just an academic assignment – it became something I was deeply invested in.

I’m proud to say it received an A grade from Brunel University and was well received by the hotel’s management. The results have already been shared with the wider team and will help inform future sustainability strategies.

It means a lot to me that Copthorne Tara and Millennium Hotels and Resorts supports initiatives like this, where staff at all levels can contribute ideas and research to make a difference. For me, this was a chance to turn theory into practice and hopefully inspire more positive changes across the hotel.