LXR lodgings’ bottled water is all wet

Not to be crude, but I about spit out my unfiltered tap water from Durham, North Carolina, USA, when I read a press release about a cushy lodging group’s “super-premium water” offering. (Full disclosure: I usually filter my tap water in a Brita pitcher, but absolutely not always.)

Being on the receiving end of the hospitality industry’s publicity machines, let me tell you that there’s a lot of green-washing out there. Usually I let it, well, wash over me, because I can do only so much. But for some reason, I decided to wade into this one.

From the Susan Magrino Agency in NYC:
“Good Afternoon, I wanted to make sure that you received the news about LXR Luxury Resorts & Hotels becoming the first hotel collection to offer Icelandic Glacial, a super-premium bottled water with a net-zero carbon footprint.”

Um, didn’t LXR hear the news that bottled water is baaaaad for the environment? I guess not, because the release states: “LXR’s partnership with Icelandic Glacial is yet another example of the hotel collection’s ongoing campaign to become an industry leader for ecologically-sensitive operation.”

While Icelandic Glacial *may* be “greener” than some other bottled water companies, NOT using bottled water is the only environmentally sensivite option. But wait, there’s more.

Iceland Glacial, which indeed ships water aaaalllllll the way from Iceland, is 20 percent owned by Anheuser-Busch, which is why you’ll find this fancy wet stuff not only at luxury lodgings, but also at such swanky spots as SeaWorld (owned by Busch).

And here’s a little excerpt from this Aug. 13, 2007, Business Week article by Ben Elgin. The headline is: “How ‘Green’ Is That Water? A close look at one company’s claims of “carbon neutrality” points to problems for the industry”:

“Icelandic can point to a carbon-neutral certification it obtained from a paid consulting firm, but BusinessWeek’s examination of Icelandic’s environmental reports reveals that the company has not zeroed out all of its emissions.”

After citing specific examples, the article then goes on to say, “More broadly, the reports indicate just how difficult it would be for the bottled water industry, which has soared to $11 billion in U.S. sales, to address consumer anxiety about its role in global warming.”

Like I said and like you’ve no doubt heard from a wellspring of sources, no matter how you pour it, bottled water is not “environmentally sensitive.” If you agree, you can let LXR know by emailing feedback@luxuryresorts.com. Now, let me get back to my tall, cool glass o’ tap. Ahhhhhhhh…

Oh, in case you’re curious, here are LXR properties offering Icelandic Glacial bottled water: The London West Hollywood and the Carmel Valley Ranch, both in California; The Peaks Resort & Golden Door Spa in Telluride, Colo.; The Boulders Resort & Golden Door Spa in Carefree, Ariz.; South Seas Island Resort in Captiva Island, Fla.; the Inns of Sanibel in Sanibel, Fla; Naples Grande Beach Resort and Edgewater Beach Hotel, both in Naples, Fla.; Fort Lauderdale Grande Hotel & Yacht Club, Bahia Mar Beach Resort & Yachting Center and Hyatt Regency Pier Sixty-Six Resort & Spa, all in Fort Lauderdale, Fla.; Boca Raton Resort & Club in Florida; Buena Vista Palace Hotel & Spa in Lake Buena Vista, Fla.; Miami Beach Resort in Florida; Casa Marina Resort & Beach Club and The Reach Resort both in Key West, Fla.; Key Largo Grande, A Hilton Resort, in Florida; The Saratoga Hilton in Saratoga Springs, N.Y. and The London NYC in New York City.

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