Strawberry Hotels Sets New Standard in Sustainability Transparency

While many peers focus on basic compliance, Strawberry (formerly Nordic Choice Hotels) chooses full transparency. The group now publishes a weekly sustainability rating for each hotel. The rating shows how every property works with sustainability on an ongoing basis.

This bold move gives stakeholders and eco-conscious guests real-time insight. By walking the talk, Strawberry makes sustainable choices easier and strengthens accountability across the industry.

“Considering that we have all the information available internally, we want to be 100% transparent with our guests. This way, guests can make informed choices, demand more from us, and drive us to continuously improve our efforts,” says Bjugstad-Holm, Director of Sustainability. Read more.

True change begins with radical transparency. By setting this benchmark, Strawberry inspires others to follow and accelerates progress toward the UN Sustainable Development Goals on climate action.

Taking Sustainability to New Heights

In 2019, Strawberry set out to raise its environmental efforts. Progress had been strong. However, the team saw more potential for CO₂ reduction and cost savings across its 200+ hotels.

They realized success required a systemic approach. Sustainability must move beyond isolated projects and become part of daily management. Teams also need motivation, creativity, and ownership.

With this vision, Strawberry expanded its partnership with d2o. By leveraging PMI GoGreen, part of the PMI SaaS platform, Strawberry aims to reduce environmental impact and drive profitability.

Key Success Factors for Embedding Eco-Friendly Practices in Hotels

Hotel managers face packed schedules, so change can be hard to prioritize. “By addressing key success factors and integrating sustainability into resource and productivity management, hoteliers can navigate change more easily and take ownership,” says Krohn, Head of Development and Performance Management.

Many ESG tools exist. However, d2o stands out as a trusted partner for Strawberry due to deep expertise in resource and productivity management and the integrated capabilities of GoGreen and the PMI platform.

“This unique combination makes PMI more than software. It helps us embed sustainability in daily operations,” adds Bjugstad-Holm.

The Sustainability Rating, powered by PMI GoGreen, uses a 1–10 scale. A score of 10 indicates excellent performance. A score of 8 indicates strong performance. Source: strawberryhotels.com

To learn more about the key success factors, explore the articles below.

• Make goals actionable: Break long-term goals into ambitious yet fair monthly targets that drive daily action.
• Make adoption transparent, easy, and engaging: Promote eco-friendly practices and continuous learning with healthy competition.
• Make it easy to get better: Share knowledge to close gaps and speed adoption, even for new managers.
• Make eco-friendly operations profitable: Express reductions in economic terms to align with strategy.