Danish startup BeCause has partnered with the World Travel & Tourism Council (WTTC) to integrate the Hotel Sustainability Basics (HSB) framework into its platform. 

The move is aimed at simplifying the sustainability journey for WTTC members.  

This collaboration is set to enhance the scalability and impact of the HSB initiative within the hospitality industry. 

WTTC president and CEO Julia Simpson said: “Our goal is to have a globally recognised trademark that shows customers at a glance that a hotel is taking measures to improve its environmental performance while also supporting its local community.  

“By joining forces with BeCause we are increasing the transparency of that process and giving hotel groups an effective and efficient way to put that tool into the hands of their properties.” 

The integration will allow WTTC to gain improved insights into the sustainability progress of hotels.  

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This centralised data approach will allow the association to better advocate for sustainable practices and monitor which hotels are meeting the HSB criteria and which need additional support. 

It will offer hotel management teams the ability to track the sustainability progress of individual properties within their chains.  

This oversight is said to be crucial as hotels have a three-year window to comply with the HSB’s 12 sustainability indicators, such as energy measurement and linen reuse. 

Hotels that adopt the HSB framework are said to be able to seek annual verification through WTTC partners such as Green Key and SGS.  

BeCause CEO and co-founder Frederik Steensgaard said: “Like any endeavour, the first step is always the hardest. While many hotels might have sustainability initiatives in place, they don’t necessarily track their data – or do so efficiently.  

“By completing the HSB framework through BeCause and gaining greater insight into how their business activities impact the planet, we hope they will be encouraged to pursue even more ambitious sustainability measures in the future.” 

Verification awards hotels a badge, enhancing their brand appeal to eco-conscious consumers.  

BeCause plans to further streamline this process by enabling automatic data transmission to verification partners in the future. 

The integration with BeCause offers hotels an advantage by allowing them to repurpose existing sustainability data for the HSB framework, thereby eliminating redundant tasks.  

BeCause’s AI-powered platform serves as a central hub for sustainability data, facilitating data sharing with various stakeholders, including booking platforms and certification bodies. 

Moreover, the platform’s capability to upcycle and map data to multiple frameworks is noted to expedite green certifications, as well as ensure compliance with regulations.  

Earlier this month, BeCause said it plans to launch a new digital tool that will help hotel chains meet the EU’s Corporate Sustainability Reporting Directive.