Radisson Blu partners with Just a Drop, the international water aid charity, and heralds the Blu Planet towel re-use programme

28 Apr 2015

2015-04-27-Blu-Planet-Nasdaq.jpgRadisson Blu, one of the world’s leading hotel brands, has signed a partnership agreement with Just a Drop, the international water aid charity that will ensure the hotel brand provides a lifetime’s supply of fresh drinking water to 12,000 children per year.

The partnership marks the launch of the Radisson Blu’s Blu Planet towel re-use programme, whereby hotel guests will be asked to consider re-using their towels during their stay in exchange for a donation to Just a Drop. It is anticipated that nearly three million towels will be re-used annually across Radisson Blu hotels in Europe, the Middle East and Africa.


The partnership marks the launch of the Radisson Blu’s Blu Planet towel re-use programme, whereby hotel guests will be asked to consider re-using their towels during their stay in exchange for a donation to Just a Drop. It is anticipated that nearly three million towels will be re-used annually across Radisson Blu hotels in Europe, the Middle East and Africa.

Inge Huijbrechts, Vice President, Responsible Business, comments, “Hotels use a vast amount of water in the course of their daily business and it is a fine balancing act between guest comfort and running a business responsibly. At Radisson Blu, we are committed to reducing our water usage as much as possible and have implemented significant efficiencies in the last few years. Between 2007 and 2012, we achieved a 27 percent reduction in water use across our hotels in Europe, Middle East and Africa and we aim to reduce consumption by a further five percent by the end of this year. The partnership with Just a Drop and our towel re-use programme represents a real and measurable demonstration of our commitment to this cause.”

“We are very much looking forward to working in partnership with Radisson Blu and delighted to be playing such an important role in their Blu Planet initiative and towel re-use programme. A child dies every twenty seconds from a water related disease but this partnership will help ensure that thousands of children around the world will have a better chance at life thanks to the provision of clean, safe water. Our heartfelt thanks to everyone at Radisson Blu,” comments Fiona Jeffery, Founder and Chair of Just a Drop.

To mark the Just a Drop partnership and the launch of the Blu Planet programme, Radisson Blu conducted a research amongst its guests to question their attitudes towards water conservation both in their own homes and within the hotels that they visit. When asked specifically about how often they change their towels at home, the majority of guests (45 percent) replied that they changed their towels weekly, with only six percent saying that they changed them daily. This was reflected in their response to being asked how many days they would be prepared to re-use their towels in hotels, with 28 percent saying that they would be prepared to re-use their towels for three days, whilst a further 24 percent would be prepared to use the same towel for up to four days. Again, only six percent said that they required the towels to be changed on a daily basis.

The approach to towel re-use was mirrored in relation to the re-use of bed sheets, with 34 percent saying they would gladly use the same bed sheets for up to four days. Overall, guests are well informed when it comes to preserving water within hotels, with 68 percent confirming that they are aware that there is a water cost associated with food, drink and room service within the hotel, and thus agreeing to use showers instead of baths where possible (60 percent), being mindful of their choice of meal from the menu (29 percent) and being prepared to forgo housekeeping for up to three days (18 percent).

“Our research gives us food for thought for further water mindful activities in our hotels and shows how well educated the general public is about the need to conserve water. We hope, as a result, that they enthusiastically embrace our towel re-use programme and make it a real success,” continued Huijbrechts.

Over the course of three days, beginning on Earth Day, 22nd April, Radisson Blu hotels across Europe, the Middle East and Africa invited guests to walk for 10 metres carrying ‘jerry cans’ full of water to illustrate the daily struggle millions of people around the globe face in their efforts to access safe drinking water. In total, Radisson Blu guests and employees walked 131 km providing clean drinking water for 1,310 children through the Just a Drop partnership, just by this activity alone. The group’s CEO, Wolfgang M. Neumann, himself walked for water in Stockholm, during the company’s annual general meeting.

In addition, the Carlson Family Foundation has donated USD 5,000 to mark the start of the partnership, helping serve clean drinking water to 312 more children.

“The Walk for Water events were a huge success where both our guests and staff participated whole-heartedly. It was a fun, engaging and educational activity to raise awareness around water sustainability, and celebrate our partnership with Just a Drop,” concludes Huijbrechts.



Worldwide locations
‘Walk for Water’ events took place in the following hotels worldwide:

  • Radisson Blu Belorusskaya Hotel, Moscow
  • Radisson Blu Hotel, Amsterdam
  • Radisson Blu Hotel, London Stansted Airport
  • Radisson Blu Waterfront Hotel, Stockholm
  • Radisson Blu Scandinavia Hotel, Copenhagen
  • Radisson Blu Plaza Hotel, Oslo
  • Radisson Blu Hotel, Dubai Deira Creek
  • Radisson Blu Hotel, Frankfurt
  • Radisson Blu Bosphorus Hotel, Istanbul
  • Radisson Blu Hotel Waterfront, Cape Town
  • Radisson Blu Elizabete Hotel, Riga
  • Radisson Blu Hotel, Kiev
  • Radisson Blu Hotel, Beijing
  • Radisson Blu Hotel, Milan
  • Carlson Rezidor EMEA Head Offices in Brussels


For further information, please contact:

Matt Owen, Burson-Marsteller, +4420 7300 6406, matt.owen@bm.com
Keum Roling, Carlson Rezidor Hotel Group, +32 2 702 92 98 keum.roling@carlsonrezidor.com

About Radisson Blu®
Radisson Blu® is one of the world’s leading hotel brands with more than 280 hotels in operation in 62 countries. Radisson Blu’s vibrant, contemporary and engaging hospitality is characterised by a unique Yes I Can!SM service philosophy, and all of its first class hotels offer a range of signature features that are empathetic to the challenges of modern travel, including the 100% Satisfaction Guarantee. Distinguished the world over as the brand with Hotels Designed to Say YES!SM, Radisson Blu offers a vivid visual celebration of leading-edge style where the delight is in the detail. Radisson Blu hotels are located in prime locations in major cities, airport gateways and leisure destinations across the world.

Radisson Blu is a part of Carlson Rezidor Hotel Group, which also includes Quorvus Collection, Radisson®, Radisson Red, Park Plaza®, Park Inn® by Radisson and Country Inns & Suites By CarlsonSM. For reservations and more information visit, www.radissonblu.com.

About Just a Drop – www.justadrop.org

  • Launched in 1998, Just a Drop is an international water-aid charity with a very simple plan: to give people clean, safe water and to reduce the number of children dying as a result of water-related diseases.
  • Working with local partners, at a grassroots level, we provide clean water and sanitation facilities to some of the poorest communities around the world through the construction of hand-dug and borehole wells, pipelines, hand pumps and latrines and we establish health and sanitation programmes.
  • We operate with a handful (5) of staff and an army of volunteers, many of whom are retired military officers and water engineers with extensive experience on global water development projects.
  • To date, we have carried out over 150 projects across 31 countries, reaching an estimated 1.5 million people from Afghanistan to Zambia.

Fast Water Facts:

  • A child dies around every 20 seconds as a result of a water related illness.
  • Over 768 million people in the world do not have access to clean, safe water.
  • More people in the world own mobile phones than have access to a toilet.