Most groups report sustainability.Strawberry publishes it weekly.
While much of the industry works toward basic compliance, Strawberry — formerly Nordic Choice Hotels — puts a sustainability rating for every one of its hotels in public, updated every week.
Every property in the group, not a sample.
Published weekly, not annually.
8 is strong. 10 is excellent.
Radical transparency, by choice
Strawberry publishes a sustainability rating for each hotel showing how that property works with sustainability on an ongoing basis. Stakeholders and eco-conscious guests get real-time insight rather than an annual report — and the group gets held to it.
“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.” — Bjugstad-Holm, Director of Sustainability.
Setting a public benchmark does something a private one cannot: it invites comparison. Strawberry is betting that accelerates progress across the industry, not just inside its own portfolio.
Beyond isolated projects
In 2019 Strawberry set out to raise its environmental performance. Progress had already been strong — but the team saw more potential for CO₂ reduction and cost savings across 200+ hotels than individual initiatives could reach.
That required a systemic approach. Sustainability had to move out of the projects column and into daily management, with teams given motivation, creativity and ownership rather than a target handed down.
Sustainability inside the operating rhythm
Hotel managers have packed schedules, so change competes for attention it rarely wins. “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.
There is no shortage of ESG tools. What made d2o the partner was the combination — deep expertise in resource and productivity management, and GoGreen sitting inside the same platform the hotels already use to plan their day.
“This unique combination makes PMI more than software. It helps us embed sustainability in daily operations,” adds Bjugstad-Holm.
A score anyone can read
The Sustainability Rating runs on PMI GoGreen and scores each hotel from 1 to 10. Eight indicates strong performance; ten, excellent. Simple enough for a guest to act on, specific enough for a general manager to work against.
“True change begins with radical transparency.”
What the teams say
“Considering that we have all the information available internally, we want to be 100% transparent with our guests.”
“This unique combination makes PMI more than software. It helps us embed sustainability in daily operations.”
Sustainability ratings are published at strawberryhotels.com. Read more
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