An emblematic program

Our objective for 2021: 10 million trees planted with our Plant for the Planet program

Two employees carrying trays near bamboos sticks.

Two employees carrying trays near bamboos sticks.

A cross-cutting and connecting program

It counts on our employees, customers and local communities to work hand in hand and help nurture a more positive, people-centric and planet-centric economy.
Specifically, when guests spend more than one night in one of our hotels, we encourage them to reuse their towels. This way, we can save money because we have fewer towels to wash.
Then we reinvest 50% of the money we save by planting trees in our hotels’ host countries.
Our goal now is to develop agroforestry projects, i.e. to plant trees around or among crops or pastureland.

The two advantages for local communities and small farmers.

  • Ecological: trees restore landscapes scarred by intensive farming, nurture biodiversity, enrich the soil, regulate the microclimate, etc.
  • Economic: trees improve crop yields and harvest quality, while providing farmers with additional resources (they can sell timber, biomass, fruit, etc.).

For our Group: one way of reducing our environmental footprint.

  • The fewer towels we have to wash, the less energy, detergent and water we use.
  • Planting trees that absorb CO2 when they grow offsets a portion of our carbon footprint.
  • Supporting agroforestry also encourages a transition towards more responsible farming. It is one way of offsetting the impacts on water and biodiversity from the food we serve in our hotels.

For our guests and employees: an opportunity to make a difference.

  • Over half of our guests are willing to reuse their towels if we reinvest the savings in trees. They see Plant for the Planet as an opportunity to make a tangible contribution to local development and more sustainable tourism.
  • Our employees are proud to be on-board. To them, encouraging customers to reuse their towels is also a very down-to-earth way of benefiting their local communities.
Plant for the Planet, in other words, is a tangible expression of our vision of positive hospitality that speaks to all our stakeholders. And it helps to put our Group in a class by itself.

Pur Projet: a partner for Plant for the Planet.

Pur Projet is a climate-protection non-profit that supports reforestation, agroforestry and forest conservation initiatives by local communities.
It was started by Tristan Lecomte, who is now also a Plant for the Planet ambassador – and the man who established Alter Eco, a brand that mainstreamed fair trade.
Pur Projet has been helping us to develop Plant for the Planet, by blending it into the Group’s various business lines and ever further into local areas, since 2012.

Find out more about Pur Projet

Looping the loop

When agroforestry operations working with Plant for the Planet grow food, our hotels can buy some of it.
This way, they can reduce the environmental impact from their food purchases.
And they provide outlets for farmers to sell their produce.
This virtuous circle – which involves optimizing environmental and social footprints at source by working on supply chains – is called insetting.
This is the approach we plan to promote from now on.

A platform to promote insetting

Our Group is a founding member of the International Platform for Insetting (IPI).
This platform was set up in 2015 to bring together large businesses, organizations working on insetting projects (such as our partner Pur Projet), certification bodies and researchers.
Its aim is to promote insetting among economic players while providing a forum for members to exchange experiences and best practices, and to test innovative approaches.

Find out more about IPI

Insetting to reduce our environmental impact 

Our environmental, social and economic footprint studies show that the current business model in the farming sector – which our hotels and restaurants rely on – can have negative impacts on local ecosystems. We are testing innovative approaches to reduce those impacts, for example by helping our suppliers to transition towards more responsible practices such as agroforestry. We established IPI to promote these new models.