Incorporating employees in the process of sustainability transformation is not just a top-down directive but an essential element that drives innovation, commitment, and long-term success. Sinatur Hotel & Conference’s journey to become the first B-Corp certified hotel chain in the Nordic region illustrates how empowering employees can play a key role in making a business more responsible and sustainable.

Sinatur’s mindset shift is encapsulated in the statement, "We used to be a hotel business working with responsible operations. Today, we are a responsible company working in the hotel business." This approach required engaging every layer of the organization, particularly the employees, to ensure that the new goals of sustainability and social responsibility were woven into the everyday operations of the hotels. Sinatur has two hotels in The Habitat – Sinatur Hotel Skarrildhus and Sinatur Hotel Haraldskær.

Engaging Employees for Impact

One of the first steps Sinatur took was aligning their operations with the values of the B-Corp certification, which focuses on environmental, social, and governance performance. Achieving this certification is no easy task — it requires the company to be evaluated on everything from environmental impact to worker well-being. This process involves scrutinizing all aspects of the business, and naturally, employee involvement became crucial in meeting these high standards. Sinatur’s staff was key to implementing changes in various departments. Employees working in housekeeping, for example, contributed by suggesting alternative cleaning solutions that were more eco-friendly. In the kitchen, staff helped address food waste by innovating new, sustainable ways to utilize ingredients. Each employee, no matter their role, was encouraged to think creatively about how their specific area of work could contribute to Sinatur’s overall sustainability goals.

Employee Innovation as a Driving Force

The innovative force unleashed when employees feel empowered to contribute to sustainable initiatives is immense. Sinatur noticed that when everyone was included in the process, ideas flowed more freely. Employees also played a role in communicating Sinatur’s mission to guests, helping align customer experience with the hotel’s sustainability ethos. By involving employees at all levels, Sinatur fostered a sense of pride and ownership in the company’s transformation.

Why It’s Worth It

Including employees in the sustainability transformation has proven to be beneficial not just for the planet but also for the business. According to Sinatur, empowering their workforce resulted in high levels of guest satisfaction, with 80% of guests in 2022 stating they would recommend the hotel, and 97% expressing a desire to return. Moreover, involving employees in the sustainability journey contributed to a strong financial bottom line, proving that social and environmental responsibility can co exist with profitability.

In conclusion, Sinatur’s experience shows that involving employees in sustainability efforts isn't just about meeting certifications — it's about unlocking innovation, driving employee engagement, and enhancing the overall business. The lesson for other companies is clear: sustainable transformation is most successful when it is embraced at all levels of the organization.

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