CASE STUDY 1
Company: Carlson Rezidor Hotel Group
Loyalty programme: Club Carlson For Planners
Objective:
Club Carlson For Planners, the Carlson Rezidor Hotel Group rewards programme exclusively for meeting and event planners, aims to become the first loyalty programme in the hospitality industry to be completely carbon neutral by launching carbon neutral meetings for all members across the group’s six global hotel brands, totalling 1077 hotels in operation worldwide.
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Strategy:
The carbon offsetting, a free service for meeting planners, will be managed through Carlson Rezidor’s new partner, Carbon Footprint Ltd. Each contribution will be used to invest in renewable energy in India and will be combined with the planting of one tree for every tonne of carbon offset in the Great Rift Valley in Kenya. As a result, any Club Carlson For Planners events held at a Carlson Rezidor hotel globally will have no net impact on the global environment.
Results:
The Carbon Neutral meetings programme launched at the end of 2012 across Radisson Blu hotels in Europe, the Middle East and Africa led to 433 tonnes being offset and 433 trees planted in Kenya. The programme is now part of Carlson Rezidor’s award winning Responsible Business Program focusing on a reduced negative impact on the environment, health and safety for employees and guests, as well as respect for social and ethical issues within the company and community.
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