Room for Change
Sustainable work within Hotel Operations
Our work for a more sustainable stay
At Strawberry, we believe a great hotel experience goes hand in hand with a strong commitment to people and certified environmental standards for our operations. This is the heart of WeCare. For us, this work is an integral part of our culture and daily operations. Explore this section to learn more about how we work across our hotels – from energy and resource use to ethical trade.
We have achieved a lot – but the journey is not over. There is always Room for Change.
Sustainability in Practice
Strawberry is actively working on concrete measures to reduce emissions, energy consumption and the environmental impact of our hotel operations. We are switching to energy-efficient lighting, investing in new technology in our properties and collaborating with suppliers to mention a few. As proof that our environmental work is of a high and controlled standard, the operations at over 95% of our hotels are certified with the Nordic Swan Ecolabel.
Climate targets under development in line with SBTi
The world has ambitious climate targets, and we want to play our part. In July 2025, we committed to setting short-term climate targets for our operations through the Science Based Targets initiative (SBTi).
What does this mean? We are developing an implementation plan and measurable climate targets in line with SBTi’s scientific criteria. The plan and targets will then be reviewed and validated by SBTi in 2027.
This is a major undertaking for the Group. We will report openly on our emissions each year in our annual report, available under our reports.
Our emissions reduction roadmap
We actively work to reduce emissions across our hotel operations and value chain. To guide this work, we calculate our emissions in accordance with the Greenhouse Gas Protocol and are preparing near-term reduction targets for formal validation by the Science Based Targets initiative in 2027.
Proven progress in direct operations (Scope 1 & 2)
Particularly, we focus on the operational areas we directly control, including energy, heating and cooling across our properties. We currently purchase 94% renewable electricity. Between 2022 and 2025, our total Scope 1 and 2 emissions fell by 55%, even though more hotels were added to the portfolio. In addition, operations at more than 90% of our hotels are certified with the Nordic Swan Ecolabel.
Reducing emissions across our value chain (Scope 3)
The majority of our emissions come from our value chain. Purchased goods and services, particularly food and beverage, account for 80% of our total emissions. To improve how we track these emissions, we have worked directly with suppliers to integrate product-level emission factors into our purchasing system. For the first time, we can clearly track the direct impact of our menu choices and validate the success of implemented measures, such as the reduction of red meat and the introduction of 50/50 hybrid products.
Clarion Hotel Air®
Leads the way internally by reducing operational emissions
Clarion Hotel® Air in Stavanger leads by example within Strawberry. The hotel has taken several steps to reduce emissions associated with its energy use. Calculated in accordance with the GHG Protocol, these reductions have been achieved through dedicated efforts in close collaboration with the property owner, Endury Eiendom.
Concrete measures range from phasing out fossil gas to modernising the cooling systems by replacing refrigerants with a high climate impact. These targeted upgrades also enable the hotel to make more efficient use of the building’s existing geothermal energy system. In addition, the hotel purchases 100% renewable electricity.
Clarion Hotel® Air serves as a role model within Strawberry – driving efforts to reduce building emissions through concrete actions.
Energy and Water
At Strawberry, we like to strictly manage energy and water across our operations – but never at the expense of your experience. Service and comfort are always top-notch, even as we set high standards for our hotels and constantly find smarter ways to use less energy and water.
We’ve installed smart systems that reduce energy use when rooms and meeting spaces are not in use, while technology helps us keep consumption down in common areas. When we build new hotels or renovate, we do so with strict requirements – and with investments that deliver both greater energy savings and our own production.
We actively work to reduce water use across our properties without compromising guest comfort. We are installing low-flow showerheads and tap aerators across our hotels to reduce water use compared with earlier fittings. In most public areas, sensors ensure water flows only when needed, while digital monitoring systems track usage and help us detect leaks early.
Strawberry Climate Fund
As part of our commitment to reducing emissions, we need to find innovative ways to further improve our operations. That’s why, in 2022, we launched our own climate fund, aimed at reducing emissions at our hotels and supporting new solutions in the hotel industry.
To date, we have invested over NOK 40 million through the fund:
- NOK 35 million in internal decarbonisation projects: We have financed 80 internal hotel projects, including solar panel installations, heating and ventilation upgrades, the phase-out of fossil gas and refrigerant upgrades.
- NOK 5 million in industry innovation: We have invested in climate start-ups in partnership with ClimatePoint to support new food options and smart building solutions.
Ethical Trade
At Strawberry, ethical trade is about more than fine words – it’s about everything from the coffee in your cup, to the bed linen you drift off in, and the detergent that keeps our towels luxuriously soft. Through our WeCare sustainability programme, we ensure that the products and services across our hotels are always chosen with respect for human rights and decent working conditions. As a member of the Ethical Trade Initiative in Norway, we publish an annual report on our work.
We achieve this in close collaboration with our suppliers. Clear guidelines are in place – extending to their subcontractors – so that we can trace every step of a product’s journey and uphold standards we can genuinely be proud of. After all, at Strawberry the small details matter just as much as the big ones.