Club Carlson, the hotel rewards program for Carlson Rezidor Hotel Group, is the first hotel loyalty program to commit to a global meetings and events carbon offsetting initiative. Appropriately enough, the announcement came on April 22 – which was Earth Day.
According to the initiative, Club Carlson will purchase carbon credits to offset the estimated carbon footprint of 100% of Club Carlson for Planners meetings and events globally, across the group’s six brands totaling 1,077 hotels worldwide.
The carbon offsetting -- a free service for the meeting planners -- will be managed through Carlson Rezidor's new partner, Carbon Footprint Ltd. Carbon credits will be purchased and invested in renewable energy in India and with the planting of one tree for every ton of carbon offset in the Great Rift Valley in Kenya. Any of the 10 million Club Carlson members globally will also have the opportunity to redeem their Gold Points (R), in various increments, to these projects on an ad-hoc basis.
Suzanne Riesterer, Chief Commercial Officer for Carlson Rezidor Hotel Group, told Loyalty 360 that Club Carlson takes responsible business seriously.
“We want to be a good world citizen, doing right by our global environment,” Riesterer said. “As a global company, Carlson is committed to responsible business and this initiative is another extension of that commitment, and we want Carlson Rezidor Hotels to be the company of choice for hosting meetings and events globally.”
Riesterer said the initiative is important because sustainability is “everyone’s responsibility” and Club Carlson “feels it is important to take tangible steps to demonstrate a commitment to that responsibility. And, it is important for our members to know that when they book meetings and events with our Club Carlson for Planners program, they are also demonstrating that commitment.”
Riesterer said program goals are simple: “To offset the estimated carbon footprint for each and every Club Carlson for Planners event worldwide, and to provide our membership the opportunity to contribute to these projects by redeeming their Gold Points. As we move forward, we will continue to evaluate ways that we can further demonstrate our commitment to sustainability.”
The initiative launched at the end of 2012 at Radisson Blu hotels in Europe, the Middle East, and Africa, and led to 433 tons being offset and 433 trees planted in Kenya. It is part of Carlson Rezidor's award-winning Responsible Business Program – which focuses on a reduced negative impact on the environment, health and safety for employees and guests, and respect for social and ethical issues within the company and community.