Chapter 28 Sustainability as strategy: the case of Comwell Hotels
Restricted access

In 2016, management at Comwell Hotels decided to define their first formal sustainability strategy, refocusing the business according to social, environmental, and economic principles. Only four years later, the group won the title of most sustainable Danish hotel brand, according to the Sustainable Brand IndexTM, a title it has since retained. This is the story of how a chain of mainly traditional conference hotels successfully embraced the ideas of sustainable development, and what they learned in the process. Firstly, that implementing a sustainability strategy requires a change of mindset and behaviour from all actors involved. Secondly, that it is necessary to maintain the focus over time, as sustainability is a journey and not a one-time achievable goal. Thirdly, that sustainability has profound effects on human resource management. And finally, that sustainability is a strategic initiative, initiated and supported by top management, but driven by employees.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with you Elgar account
Handbook