Room for Change
Sustainable Hotel Operations
What does your hotel choice mean for the planet?
Your choice makes a difference, and at Strawberry we believe that a great hotel experience can go hand in hand with responsibility for people and the planet. This is the heart of our sustainability programme, WeCare. For us, sustainability is not a project but an integral part of our culture and our vision to lead the way in the hotel industry. Here you can learn more about how we work across hotel operations – from buildings to ethical trade – and how we strive to set the standard in the industry.
We have achieved a lot – but the journey is not over. There is always Room for Change.
Sustainability in Practice
We have the most ambitious operational goal in the industry: to become climate neutral by 2030. To reach this target, we are actively working with reduction strategies for each hotel to cut our emissions. We are switching to energy-efficient lighting, partnering with suppliers who share our sustainability goals, and investing in new technology to reduce energy consumption.
We are also investing in climate-smart buildings and ensuring that every single hotel is ISO 14001 certified – proof that we take climate action seriously.
In just two years, from 2022 to 2024, we have reduced our direct operational emissions by an impressive 35 percent. Why are we especially proud of this? Because during the same period, we grew from 222 to 244 hotels!
Climate goals in line with the Paris Agreement
The world has set ambitious climate goals, and we are determined to live up to international commitments. In July 2025, we pledged to set near-term climate targets for the entire company, aligned with the climate science of the Science Based Targets initiative (SBTi) – a globally recognised organisation that helps companies define science-based climate targets.
What does this mean? Over the next two years, we will develop an action plan in line with SBTi’s targets, which will then be reviewed and approved by them. Their goal is to limit global warming to 1.5 °C – in line with the Paris Agreement.
This is a major commitment for us as a company, but not something you as a guest will necessarily notice day to day. In line with SBTi standards, we will report openly on our progress along the way.
Energy and Water
At Strawberry, we like to save resources – 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.
Our showers still give you that wonderful hotel feeling, but with much lower water consumption. In public areas, sensors ensure water only flows when you need it, while taps have smart nozzles that save every drop. We also use systems that can detect leaks before you’ve even reached for a towel.
Strawberry Climate Fund
To reach our ambitious goals, we need to find innovative ways to further develop our operations and reduce our emissions. That’s why, in 2022, we launched our own climate fund – aimed at cutting emissions and driving green solutions in the hotel industry.
In its very first year, we contributed NOK 17 million to the fund. This financed 28 projects that reduced emissions at existing hotels and supported several start-ups with sustainable ideas. In total, we have now invested more than NOK 57 million in internal climate projects.
What does this mean in practice? It means more hotels with solar panels on their roofs. Reduced water consumption thanks to sensor-controlled shower taps. And, together with ClimatePoint, support for new solutions in food, construction, and travel. As a guest, you can also contribute to the fund – for example, by adding a small donation when booking your stay.
What we mean by climate neutrality
We have set the ambition to achieve climate neutrality in our own operations by 2030. This means cutting emissions we directly control – such as energy, heating, cooling, and fuel – by at least 90 percent. These emissions can be measured accurately, and we can implement actions that deliver verifiable results. For the emissions we cannot completely eliminate, we will neutralise them through reliable solutions for permanent carbon capture and storage.
Indirect emissions, also referred to as Scope 3, are not part of this goal. These include emissions from our supply chain, waste, purchased goods and services, and other indirect sources. Here, we don’t have full control ourselves and depend on close collaboration with suppliers, property developers, and partners. Together, we are working purposefully to significantly reduce these emissions – with the ambition of cutting them in half by 2030.
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.
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.