Introducing smaller plates in the restaurant, dialogue with the guests concerning environmental issues and investment in a new water system are some of the many sustainability initiatives that have brought Guldsmeden Hotels into the “sustainability super league”.

Guldsmeden Hotels have worked with sustainability ever since they opened their first hotel in Aarhus (Denmark) around 20 years ago. In the beginning, the main focus was on organic food, and since 2005, almost all ingredients on the breakfast menu are organic. At the same time, the group increased its focus on other sustainable choices, for example, buying renewable energy. Since 2010, Guldsmeden has furthermore focused on the communication about sustainability to its guests through its participation in different certification programmes. The Guldsmeden Hotels in Denmark have had the Green Key certification since 2017. For the group, it was important to have Green Key as a partner to discuss sustainability issues and to receive external recognition for their efforts.

Today, sustainability is the main focus in all areas of the groups business operations. For example, the hotels are very active in minimising their waste. They reduce their food waste by using smaller plates and by using leftover food from the breakfast to make, for example, paninis for lunch or for creating muesli. The guests are involved in their work through messages such as “Love Food, Hate Waste” and “Take all you can eat. Eat all that you take” or by competitions, where guests can win a reward for creating the least food waste.

Kirsten Aggersborg, Sustainability Director at Guldsmeden Hotels, says;
We measure the food waste from the production in the kitchen and the plates of the guests. Involving our guests has made a big difference in our efforts to reducing food waste. This is good for the environment, but it is also good for our financial result as we have been able to reduce our purchases by 15 per cent.

Furthermore, Guldsmeden Hotels are ensuring that their furniture and textiles are durable and made from natural materials. The bed linen, for example, is made from organic cotton or reused polyester. In addition, the hotels have been part of a pilot test for a new advanced shower system that reuses 90% of the water and saves energy through an intelligent water circle system. Kirsten Aggersborg explains that it was a bit more expensive to change to this shower system. However, the return on investment was only a few years.

Besides, Guldsmeden Hotels have their own personal care product line, called “iLoveEcoEssentials”, with bottles that are refillable and products that do not contain microplastic. The products are also available for purchase at the reception and even online. In fact, the guests appreciate the personal care products so much that the external sales cover the costs for the products in the guest rooms.

Kirsten Aggersborg explains,

The work with sustainability has also affected Guldsmeden Hotels in regards to guest loyalty. First of all, we have differentiated ourselves by working with sustainability on all levels. This includes the dialogue with the guests on sustainability issues, which makes unique in comparison to many other hotels. We can see that this has resulted in guest loyalty, where many guests return to us due to our direct relationship with them.

For other hotels wishing to work with sustainability, Kirsten Aggersborg has the following recommendations:

Find a certification scheme, such as Green Key, and use them as a partner in the development of the work with sustainability. Start by evaluating all the various small elements in your business, where you can potentially make a difference. Stay curious and use the opportunities arising to achieve new knowledge and develop new products that fit your establishment.

There are seven Guldsmeden Hotels in Denmark, and the group also has hotels in Iceland, Norway, Germany, France and Bali (Indonesia). For more information about Guldsmeden Hotels, please visit www.guldsmedenhotels.com.