Birke 2.0 – Birke goes green and digital

PROJECT ID

SME Name:

Hotel Birke

Country:

Germany

Subsector:

Accomodation

*Thematic Axis and Specific Topic:

  • Axis: Green transition and climate-conscious practices
  • Topic: Green business model innovation

*These are Cross-Re-Tour-specific thematic axes inspired by the Transition Pathway for Tourism. The thematic axis were chosen based on what category best reflects the main contributions of the project.

PROJECT SUMMARY & NEEDS

Project summary

The “Birke 2.0” project focused on developing and implementing a digital guest information and communication platform to promote sustainability and improve operational efficiency in hotel management. The platform enables guests to actively participate in resource-saving measures (e.g. opting out of room cleaning or activating services on demand), while streamlining internal processes such as booking and communication. Combined with staff training and certification efforts, the project achieved measurable cost, energy, and time savings, while strengthening sustainability performance and guest engagement.

Exploitation Area(s):

  • Client nudging
  • Staff nudging
  • Energy

SME needs adressed:

  • Reduce operating costs
  • Improve resource efficiency

OUTPUTS & OUTCOMES

Solution implemented

The project implemented a digital guest information and communication platform, integrated into hotel operations. It was deployed as an online tool used before and during stays, allowing guests to choose options such as skipping room cleaning or activating services on demand. The solution aimed to reduce energy and resource consumption, minimise food waste, and improve operational efficiency, while increasing guest awareness and participation in sustainable practices.

Cross-Domain Innovation element

The SME adapted digital guest communication and booking/CRM platform practices from the IT and service management sector to optimise operations, improve communication efficiency, and encourage sustainable guest behaviour in the hospitality sector.

Key ouputs:

  • A digital guest information and communication platform focused on sustainability;
  • Operational process changes (e.g. opt-in room cleaning, on-demand sauna use);
  • Staff training and cross-department workshops (housekeeping, kitchen, service, reception);
  • Improved booking, communication, and invoicing workflows via digitalisation;
  • Sustainability certifications (e.g. DEHOGA Umweltcheck, HRS Green Stay, CO₂ certificate).

Key outcomes (Quantitative)

  • ~30 fewer room cleanings per day (cost savings around €500/day + €100 cleaning materials + €25 energy);
  • ~8,000 kWh energy savings from on-demand sauna use;
  • ~80% faster response time to guest inquiries;
  • ~50% reduction in time per offer creation
  • ~3% reduction in food waste
  • Upgrade from score 4 → 7 (Green Stay Champion).

Key outcomes (Qualitative)

  • Improved guest awareness and engagement in sustainable practices;
  • Behavioural change among guests (e.g. reduced cleaning demand);
  • Higher operational efficiency and staff productivity;
  • Stronger cross-department collaboration;
  • Enhanced professional communication and customer experience;
  • Improved sustainability reputation through certifications.

Lesson(s) learned:

A key lesson is that digital guest engagement can effectively drive sustainability outcomes if combined with operational changes and staff involvement. What worked well was linking a user-friendly platform with clear incentives and internal training. This should be repeated. Avoid implementing technology without staff integration or behavioural nudges, as impact depends on both guest participation and aligned internal processes.

CONTACTS

Website / Social Media

www.hotel-birke.de