How Amsterdam's hotel sector is moving towards circular economy

The Amsterdam hotel industry has taken an important step towards the circular economy with the establishment of the Green Hotel Club Foundation (GHC). This foundation, which grew out of the Koplopersgroep Circulaire Hotels, is an initiative in line with the wider sustainability goals of the City of Amsterdam. The GHC was set up to support hotels in their transition to a circular economy and reduce their impact on the environment.

The establishment of the GHC - in February 2023 - was a natural next step after the successful efforts of the Koplopersgroep Circular Hotels. Thijs Koster, former hospitality entrepreneur and co-founder of the GHC, now policy advisor on visitor economy at the municipality of Amsterdam, explains: "After the Koplopersgroep, we decided to take over the baton and continue building a sustainable future for the Amsterdam hotel sector. The aim is to involve more and more hotels in this initiative, so that together we can contribute to the city's circular ambitions and future-proof the hotel industry."

Froukje Anne Karsten, consultant circular economy at the City of Amsterdam and former coordinator of the Koplopersgroep, added: "The hotel sector is very important for Amsterdam. With so many hotels in the city, they have a significant impact on the environment. It is therefore crucial that they are also part of the transition to a circular economy." 

The GHC focuses on a wide range of themes, including energy, water, food, and materials. Concrete measures taken within the Leader Group are already showing results. Koster cites the "No Waste Challenge" as an example of a successful initiative: "Together with various partners, we worked on reducing food waste in hotels. This project has not only reduced waste, but also raised awareness among staff and guests."

Another example is tackling water consumption. "Hotels have great potential to save water," Koster explains. "We have implemented measures such as more efficient showers and the use of socially responsible water labels. This has led to a significant reduction in water consumption."

Cooperation within the Leader Group is essential to the success of the GHC. Karsten notes, "One of the strengths of the group has been the exchange of knowledge and experiences. It is of the hotels and for the hotels. Hotels that previously did not know how to operate circularly now have clear guidelines and support to take steps. Sharing best practices accelerates the implementation of sustainable measures. GHC's explicit ambition is to implement joint projects. It is much more than a sum of hotels taking measures individually."

The benefits for participating hotels are diverse. Besides ecological gains, hotels also experience economic benefits, such as cost savings through more efficient use of resources and an improved image among sustainability-conscious guests. "Sustainability is democratising," says Koster. "Whether you are a small family hotel or a large international hotel, you can all contribute to a more sustainable future. Moreover, you shouldn't want to compete on sustainability, at most you should push and push each other. That makes knowledge sharing much more natural."

Implementing circular measures is not without its challenges. Karsten says: "A key challenge was the lack of knowledge about circular processes. We addressed this through intensive cooperation and knowledge exchange. The City of Amsterdam played a supporting role in this by providing expertise and resources."

There is also the problem of price sensitivity in the sector, as with linen and other materials. "The market is very competitive," said Karsten. "Without national rules that reward recycling, it is difficult to make this change. We have to work with what we have and help hotels make the best choices within these constraints."

The Leader Group has learned that sharing successes and learning points is essential for further progress. Koster: "I have handed over the baton within GHC to Femke Posthuma and am myself only the connecting factor between the foundation and the municipality. GHC still organises regular conferences and workshops to share the knowledge gained with other hotels. As a result, non-participating hotels can also benefit from the experiences and start their own sustainable initiatives."

The municipality of Amsterdam plays a crucial role in supporting hotels in their transition to a circular economy. It is taking that role by actively collaborating with initiatives such as the GHC. "The municipality sees the GHC as an important partner in achieving the city's sustainability goals. The successes of the Leader Group will be used to shape future policy," Karsten said.

The GHC plans further expansion of its activities, aiming to involve more hotels in the circular movement. Koster: "We want the movement to grow further, not only within Amsterdam, but possibly in other cities as well. The next few years will be crucial for embedding sustainability in the hotel industry."

An important aspect within the GHC is the education and awareness of both hotel guests and staff. "We see it as our job not only to operate sustainably, but also to make our guests and staff aware of the impact of their choices. We do this by promoting sustainable practices and integrating them into the hotels' daily operations," Koster said. "Because partly thanks to European legislation, it is becoming increasingly urgent for hotels to see that they have chain responsibility, if they don't already have to comply with CSRD requirements themselves from the head office, for example."  

Who does what within the Green Hotel Club?

The establishment of the Green Hotel Club Foundation marks an important step in making the Amsterdam hotel sector more sustainable. Through cooperation, knowledge sharing and a focus on concrete circular measures, the GHC has already made significant progress. Below are some - random and far from exhaustive - examples.

The Amsterdam branch of Stayokay puts its staff in corporate clothing made from recycled materials and operates a return process for discarded clothing. Guests are involved in waste separation through informative art installations.

The Social Hub features circular design and furnishing with a focus on the life cycle of materials and energy-efficient installations. The hotel also uses modular furniture and explores solutions for circular product chains.

Mercure Hotel Amsterdam City applies circular solutions in bed linen, carpets and the use of local design products during renovations, among others. The hotel has a 'Green Team' that devises and implements new sustainable initiatives.

Several hotels, including Hotel Jakarta Amsterdam, Stayokay and Conscious Hotels have circular beds and mattresses in their rooms. These products are taken back and recycled after their lifetime, helping to reduce waste and conserve resources.

Conscious Hotels uses so-called aquaponics systems that combine fish farming with plant cultivation. This system uses fish excrement as fertiliser for the plants, which is an example of a closed-loop cycle within the hotel.

The Albus uses ozone water instead of traditional cleaning agents. This reduces the use of harmful chemicals and saves water.