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WeCare - Sustainability at Strawberry

We share a tradition and culture of doing more than is expected — for our guests, our employees, the community and the environment. We call this work WeCare.

WeCare is about how in our daily operations we take care of people, the environment and profitability at the same time.

This means that we cannot be profitable without caring about people and the environment. But we also know that we cannot care about people and the environment without creating profitability.

We have mapped out how our hotels in Sweden, Norway, Denmark, Finland and Lithuania affect the environment and the society around them. We have listened to our guests, suppliers and representatives for important society functions. We have then defined a few main areas where we will put extra focus in our sustainability efforts.


The main areas are:

  • Diversity among employees
  • Ethical and sustainable trade in our supply chain
  • Local social responsibility in our community
  • Environment
  • Good, healthy and sustainable food


We will create possibilities for people both in and out of our operations. We will run hotels so that they have the smallest environmental impact. We will make our guests feel a little bit better when they check out than when they checked in.

WeCare is part of our identity and our culture, and we are very proud of it.

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6 sustainability focus areas

To create a better world, we focus on 6 sustainability areas. Follow the links below to read about the different areas: what and how we impact, what our goals are, what we do in practice and what the results show so far.

3 main values

We have high goals and a broad commitment. Therefore, we measure our success based on 3 different areas: People, Planet and Profit. We would love to be evaluated on all three levels. Completely transparent. So you can sleep with a clear conscience.


The core of our culture is about the people that we surround ourselves with and meet everyday.


Reducing environmental impact is one of our most important tasks.


Sustainability and choices are a competitive edge and provide increased profitability.

WeCare in more numbers

Do you want detailed information about how the WeCare work is accomplished? Take a look at numbers, ambitions, percentages and development in black and white? Read Strawberry annual report and sustainability reports here.

Strawberry Annual report 2020-2021

In Strawberry overall annual report of 2020-2021 you can review how one of Scandinavia's largest hotel groups are performing. Find out how many employees and hotel rooms exist in the organization and how big our revenue is. Learn more about our new initiatives and see how we actually perform in relation to our core values.

Open the Annual report

WeCare Annual Report 2019

WeCare 2019 is the annual report, which goes in depth about what Strawberry is doing. Here you can read about the company's ambitions and results within the company's main areas: ethical trade, diversity, local social responsibility, global responsibility, environmental operations and sustainable food.

Open the report

WeCare Goals and Results 2019

Here you can review Strawberry sustainability results in detail. Find out how far our progress has actually gone in relation to our main goals with respect to diversity within staff and leadership, water consumption at the hotels and organic items at the breakfast buffets. Nothing is a secret here, feel free to look at our target and performance report on sustainability for 2019. 

Open the report 21
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