This Sustainable Hotel Group is Helping Keep Scandinavia Cool

Stunningly beautiful with ethereal landscapes and cosmopolitan cities, it’s no wonder Scandinavia is a top trending destination. More than just the ultimate escape from the hustle and bustle of modern life, Scandinavia’s holistic approach to sustainable living also makes it an attractive destination for travelers seeking responsible tourism. To find out more about how this ethos translates to action for guests, staff and locals, we spoke with Jesper, Strategic Distribution Manager of leading Nordic hotel chain Strawberry Hotels.

Primarily serving the Nordic region, Strawberry Hotels started in Norway and then expanding to Sweden, Denmark, Finland and Lithuania, now operating over 250properties. Guests on our Spectacular Scandinavia & Its Fjords premium tour enjoy a stay in one of their newer acquisitions, the (4*) Home Hotel Bryggen in Norway.

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Scandinavia as a sustainable destination

Globally recognized as a standout leader in sustainability, Scandinavia’s enviable credentials include consistent high rankings in several leading world indices. Sweden, and Denmark occupy the top three positions in the UN’s 2024 Sustainable Development Goals Index, while the Global Sustainability Index highlights Sweden and Denmark as first and second, with Norway and Finland following in seventh and ninth places.

This not only reflects the governments’ policies but also resonates throughout Scandinavian society, where responsible practices are embraced both at the individual and community levels.

“For Strawberry Hotels, sustainability has always been integral to our ethos,” says Jesper. “We adhere to a triple bottom line, prioritizing people, the planet, and profit in that specific order, and have genuinely focused on these practices from day one.

“Our commitment starts with taking care of people: our guests, employees and partners. This then extends to taking care of the environment. We focus on the essentials, like sorting waste properly, but we also strive for a broader impact.”

Scandinavia as a desirable destination

Beyond their ecological acclaim, Scandinavian countries are consistently rated among the happiest in the world. The 2024 World Happiness Report underscores this, with Finland and Denmark securing the first and second spots, while Sweden and Norway rank fourth and seventh. It’s no wonder tourists are increasingly drawn to this region not just for its sensational landscapes, but also for the rich cultural experiences and an overall quality of life that enhances personal well-being.

“Scandinavia offers a refreshing contrast to the hustle and bustle of many western countries,” says Jesper. “Here, nature reigns supreme, offering a calm environment where you can’t help but relax. Even in our cities, there is still room to breathe among the daily activities. Visitors can unwind over coffee while enjoying the scenery without the overwhelming crowds often associated with major cities such as Rome or New York.

“The region boasts incredible seasonal contrasts, too: summers feature the midnight sun while winters unveil the beautiful Northern Lights. This year is predicted to be one of the best for viewing the auroras, which can even be spotted further south than usual.”

What does a sustainable hotel chain look like in reality? 

Jesper explains that many elements go into running a sustainable hotel chain, with Strawberry Hotels grouping their sustainability efforts under six pillars. We asked him to elaborate on some of the ways in which these visibly manifest for guests, the environment and the community.

1. Climate Fund

“Launched in 2022, with 17 million NOK contributing to projects in the year, our Climate Fund aims to reduce carbon emissions in our own operations, and in the hotel industry,” he explains. “This fund allows individuals or companies—including our own hotels—to apply for financial support for sustainability projects, such as solar panels or community initiatives. When guests decline room cleaning for example, these savings contribute to our Climate Fund.”

2. Sustainable Hotel Operations

“We aim to operate all Strawberry hotels and buildings sustainably, with a focus on reducing emissions and consumption at every stage of our operations. We’re proud that our headquarter building in Stockholm is climate-neutral and produces more electricity than it consumes thanks to solar panels installed on the roof and walls

“We show our Sustainability Index on our website on all hotels. This number (0-10) is live and updated daily from our property managment systems where we measure food waste, number of bed linens used, detergents and waste quantities amongst others. Home Hotel Bryggen has a rating of 8,6, where 8,0 means being in line with the UN climate goals.”

3. Sustainable Food

“For many years, we have reduced the size of plates used for meals, successfully cutting down food waste by up to 30%. Each year, we measure food wastage and adjust our buffet layout to encourage guests to take smaller portions. We also ensure our food partners meet strict sustainability standards and avoid using palm oil, while being selective about seafood sourcing. At Home Hotel Bryggen, we have beehives on the roof providing our own honey, which is also available for guests to purchase at the reception. We’ve also teamed up with www.toodgoodtogo.com and are part of Chorizo Project, both aimed at reducing food waste.”

4. Diversity

“We’re active investors in diversity and local partnerships, especially within the Nordic countries. Our internal Diversity Advisory Board works to foster new collaborations that include integrating individuals who are new to the country or have long-term unemployment issues into our workforce. Our hotels also employ many staff from diverse backgrounds, including Ukrainian and Syrian refugees and we participate in all Pride events in the Nordics.

5. Local Social Responsibility

“We have an annual community initiative, where we distribute Christmas gifts to local children in need. Other examples of initiatives being undertaken in our hotels include helping the homeless through serving soup, collecting clothes and holding a Christmas party; serving healthy food at local schools, collecting plastic waste off the local beach and inviting children and their mothers from the local crisis center to various activities at the hotel.”

6. Ethical Trade

“Given the substantial size of Strawberry Hotels, we have the capacity to influence our partners regarding ethical practices. We maintain a strict protocol that partners must adhere to in order to collaborate with us. Our goal remains to reduce their carbon footprint by half while supporting our own journey toward becoming carbon neutral by 2030.”

Enjoy Scandinavia at the Home Hotel Bryggen

One of the premium hotels featured on our Spectacular Scandinavia & Its Fjords, we asked Jesper more about the Home Hotel Bryggen, and the Norwegian city of Bergen. Ideally located in historic Bryggen with popular attractions like Fløibanen and the Fish Market right outside the door, the hotel features 151 stylish rooms.

“When guests visit Bergen, they can expect to experience the heart of Norway’s fjords,” says Jesper. “The city is beautifully situated near the Sognefjord, the longest fjord in Norway to the north, and the Hardangerfjord to the south, making it a prime location for those looking to explore Norway’s iconic nature. The city itself is compact, so is easy to explore on foot.

“The Home Hotel Bryggen  is conveniently located in the center of the city in the historic harbor district, which is recognized as a UNESCO World Heritage site due to its historic Hanseatic buildings along the waterfront,” he tells us.

He goes on to explain that while the hotel features modern architecture, it incorporates historical elements and consists of two interconnected buildings that blend the contemporary with traditional. “Though it is not one of the classic wooden structures typical of the area, it is surrounded by such buildings, which gives the area a unique charm.”

Jesper tells us that they collaborate with local associations to support community projects, such as the aforementioned honey produced from rooftop beehives. “Guests can enjoy this honey at breakfast or purchase it in small jars at the reception,” he says.

Bergen – A great year-round destination

“As far as seasons go, and with responsible tourism in mind, Bergen is a year-round destination, but there are considerations to keep in mind. The high season runs from May 15 to August 25, coinciding with the best weather, featuring sunny days alongside the charm of the city’s outdoor activities. The winters, while mild, may come with rain, so plan accordingly.

“Even during winter, guests can enjoy a variety of activities. Bergen is surrounded by seven mountains, providing proximity to skiing, snowshoeing and dog sledding. For those fond of hiking, the panorama is stunning, with the funicular offering access to Floyen Mountain, offering breathtaking views of the fjords and city.” 

What to eat in Bergen

“Bergen is also known for its vibrant food scene,” Jesper tells us. “Restaurants are proud to showcase locally sourced ingredients, notably seafood from the fjords. You can also enjoy seasonal produce like local apples that are often featured in dishes and beverages, including apple cider. The locally produced beer and gin is excellent too.

“When visiting you must try the fresh fish and shellfish, particularly the arctic king crab, which can be found exclusive to this region – Bergen is the southernmost point where you can find fresh king crab in the fish market.

“Food is celebrated here, through events such as the Bergen Food Festival, held in September. You should also experience the magical “Gingerbread Town,” during winter showcasing a huge, intricate gingerbread house and displays crafted by local artisans.

“Whatever time you visit, we guarantee you will have the most amazing vacation.”

To experience all this for yourself, book your place on our Spectacular Scandinavia & Its Fjords premium tour.