Linde Borger, Chief Tree Planting Officer, Hotels for Trees

00:00:07: Hello, sustainability partners.

00:00:09: This is Lydia van der Broek here to share with you best practices around sustainability in hospitality and tourism And by sustainability I mean more than mere ecological sustainability which has thankfully moved into the center of our collective attention over the last few years.

00:00:28: If you want to run a truly sustainable operation, You need also assure economic sustainability primarily through excellent guest service and human as well social sustainability by training and empowering your staff including the communities that you interact with.

00:00:48: How?

00:00:49: Well this is where I come in And talk real people into businesses to hear about real solutions, to real challenges.

00:00:57: And I'm

00:00:58: happy to share these learnings with you!

00:01:00: So if want become more sustainable?

00:01:02: I invite you listen in our conversations and pick out some of the gold nuggets that can hopefully use your own operations.

00:01:11: As a side note every one my guests has offered make themselves available for an in-depth conversation.

00:01:18: so by all means do reach out.

00:01:21: connect Together, we can make hospitality and tourism more sustainable.

00:01:42: Let me introduce you to Ms.

00:01:59: Linne Borche, she used to work internationally in the hospitality industry and is now Chief Tree Planting Officer at Hotels for Trees as well as co-founder of Future Ready Hospitality Collective.

00:02:15: two extremely interesting concepts.

00:02:17: The first one because it entails two more favorite topics – hotels & nature And other ones are such a practical tool that I just know will take off like Wait for it, a rocket.

00:02:29: A platform where sustainable hotels can find sustainable suppliers and vice versa.

00:02:34: but I don't want

00:02:34: to get ahead of this wonderful conversation so without further ado let me introduce you to Linda Borger, Chief Tree Planting Officer at Hotels For Trees.

00:02:55: So Linda thank you so much for taking your very precious time.

00:02:58: i know you're just coming off the back end.

00:03:05: Hello to you and let me

00:03:07: hand over the mic right away.

00:03:08: Number one, your voice is way better than mine today so You'll be stuck with doing all of talking today.

00:03:13: And then of course please allow me to ask you To make your own introductions because it starts With your last name which I don't want to botch up as people botch Up my last name normally.

00:03:24: So i'm handing it over to you.

00:03:26: Please introduce yourself um?

00:03:28: Who are in what you do?

00:03:30: Great thank you for having me Lydia.

00:03:32: My name is Linda Borger.

00:03:35: I'm from the Netherlands.

00:03:37: I am the Managing Director of Foundation Hotels for Trees and co-founder of a recently launched platform, Future Ready Hospitality Collective.

00:03:51: being with Hilton Hotels for sixteen years in different commercial leadership roles, In four different continents of this world and eventually I thought that i wanted to spend my time solely focusing on sustainability.

00:04:03: Hence the reason why I started Foundation Hotels For Trees together with a former colleague of mine within Hilton Flores Licht And he is still one of the general managers.

00:04:18: And so the last four years I've been running that foundation, growing it and then yeah recently started this new initiative Future Ready Hospitality Collective.

00:04:29: Fantastic!

00:04:29: This is everything this podcast is all about.

00:04:32: but of course you passed me on the right lane off the freeway of life.

00:04:41: What was the turning point for you personally?

00:04:44: Was it living in all these different countries, working on a large hotel chain.

00:04:50: Did that have any impact when making your decision or transition and switch to sustainability over time?

00:04:57: Yeah, well

00:05:00: having lived in all these different countries and meeting so many people you obviously see how beautiful the world is but also how fragile it is.

00:05:09: How dishonest some parts of the worlds are And that made me want something to drive Change in that field.

00:05:20: having said that I come from a family where my both.

00:05:24: My parents are activists, my mom was fighting for the four women rights and my dad when he was at European Commission um was fighting for equal rights, for farmers in Africa.

00:05:39: So they're both quite activist and that's probably my DNA within Hilton hotels.

00:05:44: I've always been part of the sustainability committee travel with purpose.

00:05:48: so it was always a side of my commercial roles that i did something from a sustainability perspective.

00:05:54: but when covid came to the industry I was in Dubai, the last three years with Hilton.

00:06:02: In a corporate role and lots of corporate roles were made redundant... ...I could move on for a commercial role but decided to step out!

00:06:16: And really let the universe decide what i should do.. ..I was also pregnant by my second one at that time so lost my joke and so that made me step back, enjoy their pregnancy.

00:06:28: Enjoy my first born whom I hadn't spent so much time with in the first year.

00:06:33: he was born because i was traveling a lot sitting on my roll in Dubai.

00:06:36: So it really took good break for a year.

00:06:38: And then I ran into Floris Licht who told about his great idea of hotels for trees um...and thought you know this is probably something that have to do!

00:06:54: and see what came my way.

00:06:56: That was Floris Lief with his idea of starting Foundation Hotels for Trees, I took it both hands because that was solely focusing on sustainability but still affiliation to the hospitality industry specifically in Europe where I hadn't been for eleven years so i didn't have any network anymore or hardly from that perspective also helped me grow that network again because with Hotels for Trees we're now working with two hundred and sixty hotel partners in predominantly Europe.

00:07:28: And so, that was a beautiful win-win!

00:07:32: Fantastic.

00:07:33: yeah it's got the activist out of here right?

00:07:37: Yeah and sustainability is like

00:07:39: four different

00:07:40: things all wrapped up one

00:07:42: exactly perfect combination.

00:07:46: I mean hotels for trees.

00:07:47: i think it's known, right?

00:07:50: It is quite well-known already.

00:07:52: But for the one or two who might not be completely familiar with this concept could you give us a quick rundown of what hotels for trees are

00:08:00: doing?

00:08:01: Yeah, Hotels For Trees is based in The Netherlands and contributes directly to our greener hotel world where each new tree is planted every time guests decide to skip room cleaning.

00:08:12: So all hoteliers that come on board basically encourage guests to skip their rooms And the cost for a tree is paid out of the savings that Hotelier gains by not having to clean the room.

00:08:24: So this makes it perfect wind-wind concept because only one third goes to planting a tree and two thirds can either pocket, which then generates revenue as approximately forty percent stay over.

00:08:39: guests make their choice currently.

00:08:41: so if Hotelier still does daily room cleaning obviously adds significantly To their savings, but what we now also see is that hotel yes.

00:08:52: Reinvest the two third of their savings by planting more trees.

00:08:55: for example uh... For each team member to celebrate their birthday or a new team member that joins the team and so then they incorporated in there employee engagement strategy or their employee branding strategy to attract that younger talent.

00:09:11: So it now has a wider benefits than just creating that awareness with the guests and giving them an opportunity to give back during their stay, which is very nice

00:09:23: And I've seen in hotels.

00:09:24: so how can they make sure this actually something being done?

00:09:33: of the many activities that go by as greenwashing.

00:09:37: Well, we plant our trees together with foundation trees for all.

00:09:40: they've been planting trees for over twenty five years.

00:09:42: it's a Dutch Foundation as well and the beauty is in many European countries Belgium Germany Spain The Netherlands obviously soon also in the UK And France We're planting the tree ourselves.

00:09:58: So we're organizing planting days a few times per year over the plant season November through to March, where literally with our feet in the clay.

00:10:05: With these hotel yeas planting the trees which makes it obviously very tangible and transparent.

00:10:10: Hotel Yees come back to their hotel tell And also on our website they can see which projects we contribute to, or which project we support.

00:10:21: We have a result page and each hotel has their own profile so it shows how many trees were planted yesterday and how many trees have been planted in total.

00:10:31: And so with the project page, where it shows where these trees are getting donated to... ...and obviously the projects.

00:10:37: were we plant a tree ourselves.... Yeah!

00:10:39: We try to make this as tangible and transparent as possible because with our relationship with Trees for All I think that when you sit together every Six months to really discuss.

00:10:52: Okay, which projects do we want a support?

00:10:54: Which project's?

00:10:55: two are hotel yes one to support get more insight about these projects and We also know how the agreement process is put in place.

00:11:02: right so trees for whole has solid agreements in place with four station managers Europe and farmers countries outside of Europe, where they really discuss okay which tree should go where and then they depend on the knowledge off-the-ground because obviously these farmers or forestation managers know with species.

00:11:18: They need to plan in order to grow biodiversity which is the aim of this project.

00:11:23: um and then there are also agreements about managing the trees.

00:11:27: so it's not only about planting but also managing.

00:11:29: and they're managing these trees for twenty two forty years afterwards and they report back provide that information to our hotel partners through social media and our quarterly newsletters.

00:11:42: So we try to report back as much as possible so they can obviously translate the story of their guests again when having a conversation at check-in.

00:11:52: I guess it's transparency, hands on which makes sure...

00:11:59: ...that it sticks?

00:12:00: Can you take staff with you or could make an event out of this?

00:12:06: Yeah, which one was that?

00:12:09: The Renaissance in Brussels.

00:12:10: They came with their whole management team.

00:12:12: Okay.

00:12:13: The general manager there thought, you know we can once again go out for dinner for Christmas or we could just get our heads dirty and have a few trees right?

00:12:20: It's much more valuable and remarkable in order to spend the team outing like that.

00:12:26: but we also have General Managers who come with their housekeeping supervisor Or with their front desk manager.

00:12:30: obviously two departments really drive this initiative And it is nice because Yeah, they really see what's happening and how these trees go into the ground.

00:12:41: And as soon you experience an event like that... ...you become more motivated to plant even more.

00:12:47: Do you get to plant a tree somewhere close by?

00:12:50: Is this your idea?

00:12:53: We do invite hoteliers who are close to planting locations in Limburg in The Netherlands.

00:13:00: on walking distance of the planned location.

00:13:02: Well, there you have your true story for the guests.

00:13:04: obviously they sent them for a run along the trees that they've planted.

00:13:07: so but not all hotels are that close.

00:13:09: uh But we do try to um yeah To find Um projects together with our four station partner.

00:13:17: trees fall That are closed too where the hotels are.

00:13:19: Uh, but luckily also most of the hoteliers don't really mind to plant locally Close to the hotel.

00:13:27: They just won't want to support a greener planet as an whole.

00:13:33: And so, because not all our trees are planted in Europe it's about forty percent that plants...that's planted in europe and about sixty percent goes out of Europe.

00:13:41: and that is because trees here by quite expensive.

00:13:44: um we've obviously negotiated the price off-the tree down.

00:13:48: uh two prize stats that the hotelier can pay.

00:13:54: And so we had discussed with Trees for All to plant about forty percent in Europe and sixty percent outside of Europe.

00:14:01: In there, we planned three different locations in Africa... ...three different location in Asia and two different locations inside America.

00:14:07: So most hoteliers are okay because it also comes within a more social impact positive impact story Because We buy the trees from local nurseries or provides jobs in these countries The farmers educated by the team of Trees For All.

00:14:24: And so that's also quite nice to be thought of.

00:14:27: That's a fantastic concept, really well-thought through!

00:14:31: Yes and what we're trying to achieve now as well is grow even quicker... ...is roll out lots of integrations with tech partners.

00:14:42: So always given in the hotel industry you have lots of technology software.

00:14:47: Our biggest partner is Muse.

00:14:49: They are one of the biggest property management systems And they actually from the start have come on board to support the integration with Hotels for Trees.

00:14:57: So when a guest checks in online through Muse, They can already make the choice to skip the cleaning and plant a tree... ...and then the tree flows directly into our dashboard.. ..and is communicated to our four station partner trees for all.

00:15:08: so it makes even easier uh To make that-make that choice.

00:15:13: and yeah The goal is for upcoming years to have more of these integrations take place too to make it Yeah as easy as possible to plant trees.

00:15:24: What could you envision?

00:15:26: How much more interconnected or quicker, efficient and effective can it develop?

00:15:34: What are your plans around that?

00:15:35: Well we would like to integrate with as many software companies as possible.

00:15:40: so we have property management systems but also house keeping apps.

00:15:43: obviously the housekeeping team uses So soon they see a door hanger on their door clink which is what the guest does The choice to skip the cleaning and plant a tree, they hang their door hanger.

00:15:54: And when housekeeping comes across They count amount of door hangers and puts it into our dashboard.

00:15:59: or When they have this housekeeping app?

00:16:00: They can click the trees straight away in.

00:16:02: the communication goes through To us at our four station partner WhatsApp communication.

00:16:08: You see now more often being used in hotels to avoid these big booklets with all the information, right?

00:16:16: The guest is just notified today prior do you want to skip the cleaning or plant a tree and that's through WhatsApp or Signal.

00:16:23: Guest directory... That obviously online as well.

00:16:27: so have it incorporated there?

00:16:30: Upset tools, there's so many software in the hotel industry that is used where you can integrate this in basically everything.

00:16:39: So we have already a lot of partners I think about twenty software solution partners and so we want to grow that And it also adds for them a nice way too get involved and enforce their sustainable image which everyone now needs start thinking off.

00:16:58: Yeah, because the bigger goal is to plant one million trees per year.

00:17:03: We're not there yet but I think we are currently sitting on three hundred and fifty thousand four hundred thousand trees that can be planted.

00:17:09: So obviously these integrations with lots of software solution companies will support us towards that goal.

00:17:15: Yeah, and I guess getting more hotel partners on board as well.

00:17:19: Right?

00:17:20: Yes!

00:17:20: Because all these software companies work with Hoteliers in other hotels so they obviously communicate the concept incorporated into their sales conversations And this is how that helps to get more Hoteliers onboard for sure.

00:17:36: So one of the messages we need to get across is that sustainability doesn't cost a hotel money, which is one mindset.

00:17:43: That it still drives I think a lot off thinking and doing in the hospitality industry right?

00:17:48: But then actually its not just good for everybody but also can save you some point and with a lot of my conversation partners in this podcast already.

00:17:59: So how do you calculate?

00:18:00: is for say, a hotelier who just might be interested but thinks it's expensive?

00:18:06: How can we calculate the cost benefit from planting tree versus cleaning room?

00:18:17: In Europe its approximately ten to twelve euros that you save as soon as just keep the in-between room cleaning.

00:18:26: So, you need two night stays because it's an in between room cleanings and all of this five euro twenty five goes to planting a tree.

00:18:34: now most European countries cost is tax deductible Because we have a charitable institution status which calls NB in The Netherlands.

00:18:45: And so its more around four euros that a hotelier pays to plant their trees And then off the five euro twenty-five, so before tax benefit.

00:18:55: Four Euro twenty-fifth goes to planting actual tree through trees fall and one year ago's two running in growing our foundation.

00:19:03: So yeah all of twelve euros Five Euro Twenty-Five Goes To Planting A Tree.

00:19:09: After Tax Return four Euros It's

00:19:16: a saving.

00:19:16: So you calculate that by around twelve, thirteen euro per night in the room for nights on In-Between Nights and then you just have to catch those which is safe one night.

00:19:26: but I'm sure they'll find a way of getting them involved with it right?

00:19:30: Yeah we do have hotels with lots of one-nighters who give guests an opportunity to donate because many conscious guest want to contribute.

00:19:38: so than they donate five euros twenty-five themselves Which isn't part of their stays.

00:19:45: It's not a lot money, right?

00:19:46: But yeah for the real concept is to skip the cleaning over two nights day or more.

00:19:51: if I guess days four five nights they can plant multiple trees.

00:19:56: So your tech companies do some marketing.

00:19:59: how else you reach out to hoteliers get them involved?

00:20:03: Well,

00:20:04: the first half year when we started in July twenty-twenty one that was fully proactive sales.

00:20:10: Right?

00:20:11: So trying to get to speak at all the hotel management meetings in The Netherlands and all of the bigger cities with it bad.

00:20:19: And as soon as hotels come on board We straight away obviously celebrate our collaboration on social media conferences.

00:20:32: So the independent hotel show, through many partners we get invited to speak at associations and clubs they're part of or conferences that they organize.

00:20:44: And this network just expanded very rapidly and organically because it was such a win-win solution.

00:20:58: So it's, yeah the first half year was very much proactive but then they just went off.

00:21:06: Yeah

00:21:06: so you don't have to spend much energy and resources on selling it?

00:21:10: Are there any pushbacks from

00:21:15: hotels that do not do daily cleaning anymore And they do skip

00:21:20: it all together, right?

00:21:21: All together.

00:21:22: So the eliminates housekeeping altogether and then obviously the win-win solution isn't there because that costs money to plant a tree in.

00:21:29: there was a bit of pushback Because then over the sudden you pay money to become more sustainable.

00:21:36: But even then they find that a lot of guests Do not simply accept No housekeeping anymore if they don't get anything in return.

00:21:44: So, They sometimes do get back to us saying you know we need to actually explain the story a bit better and We do needs to contribute some of our savings To re-greening the planet for example uh...to accept Our strategy to get that acceptance from our guests.

00:22:04: And so they do then, plant a few trees per week for example or per month to justify the change in strategy.

00:22:14: not cleaning the room every day anymore

00:22:17: because after COVID a lot of hotels went down too.

00:22:20: just not cleaning them between stays right stay less than three nights calling it you know Whatever saving the planet, but which is saying you know they're just skipping on the housekeeping cost.

00:22:32: They just don't want to hire.

00:22:33: that's

00:22:34: it.

00:22:34: Yeah

00:22:35: the

00:22:37: guest starts to realize that and they think, okay can I then get a discount on my room?

00:22:42: or if you plan to treat me instead?

00:22:43: Then that's indeed one of the reasons why we skip cleaning.

00:22:47: We also see some of the hotels uh that have this concept in place already encourage guests to skip their room cleaning and then give them voucher in the bar for loyalty points.

00:22:55: but yeah obviously pushing against it because that doesn't have anything to do with sustainable practice.

00:23:00: They call these green but presuming a drink in the bar, you're emitting carbon dioxide again.

00:23:07: So it doesn't have anything to do with sustainability and also loyalty points.

00:23:11: earning that um... And the fact that you skip cleaning The little bit of water energy and chemicals saved is just not enough To make an impact.

00:23:20: so if you plant a tree next to it then You can call it A Real Green Solution.

00:23:23: I was just wondering Did you start this right after Covid?

00:23:31: That's quite.

00:23:32: That was quite cocky when the whole industry wasn't turmoil and everybody were screaming.

00:23:40: And fighting for survival, not everyone won that fight for survival.

00:23:46: you went in said hey what?

00:23:50: How about since we're all down?

00:23:52: how?

00:23:52: but do something is actually a little wild?

00:23:56: yeah well it also supported with generating savings, because if they came out of COVID and looking... And having to deal with all sorts of COVID cashbacks.

00:24:10: They were looking at a way to make savings.

00:24:13: If we're still doing daily cleaning this was the perfect solution.

00:24:17: Also from mindset perspective there are obviously thinking more about sustainability Because what happened in world is simply Yeah, quite unique obviously and it shocked a lot of people.

00:24:31: Also there's something that we must do.

00:24:34: And so yeah this was the perfect combination saving and also contributing to a greener planet.

00:24:39: So it actually worked quite well That we started Started the foundation straight after COVID- and also There were lots of operational challenges.

00:24:47: People didn't have housekeeping staff anymore because they all sent back to where they're coming from.

00:24:52: Yes!

00:24:53: If forty percent of the stayovers make their choice you are overcoming these obstacles aswell.

00:24:58: So it had a lot of

00:25:00: benefits.

00:25:01: Yeah, excellent and very progressive right?

00:25:05: You do more than just planting the trees.

00:25:08: let me get back to the future ready hospitality collective.

00:25:12: Tell me what this is all about.

00:25:14: And then I want to hear your favorite sustainability practices that you've taken away from working with the collective?

00:25:23: Well, four years at Hotels for Trees and working with lots of general managers... ...working with the founder of Hotels For Trees Flores Ligt who's a general manager one of the biggest and most progressive hotels in the Netherlands.

00:25:38: We obviously had a discussion around the challenges that hotel general managers face in finding... ...the right solution to support their sustainable strategy, and their hotels.

00:25:51: They simply don't have resources or time for looking at transparent solutions,... ..and honest solutions to help them.

00:26:01: And so it's often not a priority!

00:26:07: And that's a shame, because there are so many solutions out there.

00:26:10: That can support them with more sustainable strategy.

00:26:13: On the other hand being an impact maker ourselves over these last four years we've experienced you're not always talking to right people in hotel industry To promote your sustainable solution.

00:26:28: There is lots of hotel events In the Netherlands and Europe But then it isn't solely about sustainability marketing managers, there's general managers.

00:26:38: There is revenue manager operation managers walking around their.

00:26:42: some are quite progressive in the approach.

00:26:43: Some do not do anything with sustainability yet and so you're talking to lots of hotel yeas but yeah Not much getting out it through these events And we thought We need bring them together.

00:26:55: They really like minded Hotel Yeas that want move forward take next step into sustainability front-runners to support them with that and then the impact makers, solution providers often do not have The opportunity to speak to right people in a hotel.

00:27:12: This is where we started the platform Future Ready Hospitality Collective To become one stop shop for Hoteliers to go if they run their businesses more sustainably And for impact makers get into contact with these progressive hotels that are ready For next step.

00:27:30: Fantastic, and I definitely put that up in the show notes here.

00:27:34: So you've just come back from your first ever conference on the level?

00:27:39: Yes!

00:27:39: First-ever conference that's solely about sustainability.

00:27:42: so almost two hundred hosteliers impact makers and industry partners came together at The Double Tree next to Amsterdam Central Station last week Friday for an inspiring program with workshops which panel discussions with keynotes and obviously the impact markets with almost thirty two impact makers, presenting their already proven solutions on all different topics in categories.

00:28:08: We had energy we have water solution material food and beverage.

00:28:13: it was beautiful because Make makers were integrated in the program.

00:28:17: So either they were part of certain workshops, workshops about guest behavior how to influence that workshop's about hidden plastic and How To Avoid That?

00:28:27: Workshops About Circularity Workshop about business benefits or running your business more sustainably And so lots Of Impact Makers Were Involved In That.

00:28:35: Tech For Impact Was Also A Workshop.

00:28:38: or they were integrating their food and beverage services in the catering that was served during today by the hotel team.

00:28:49: And so, yeah we had beautiful discussions.

00:28:53: We have a keynote about the hospitality reality check.

00:28:57: So where are the main chances?

00:29:01: That now is time for you to get your hotel.

00:29:05: Yeah, future proof so to say.

00:29:07: Where are the quick wins?

00:29:08: And where are the challenges?

00:29:10: but how do overcome them with everything that's already in place in the market.

00:29:13: you just have action upon it right?

00:29:15: So the whole impact market was there too getting contact with and put practical.

00:29:21: We'll get practical ideas and put them into places soon as your back into the office on Monday we had front runners-in conversation The challenges and then the biggest opportunities, sharing their experiences on how they started slow and small step by step.

00:29:39: And then obviously grew their sustainable practices as soon as they got all the stakeholders onboard.

00:29:46: we had an interview with hospitality management Paul Sprachel Matthijs Wellen, CEO of Muse about inclusive leadership which is also a big part obviously of sustainability.

00:29:58: Every engagement attracting that talent and then eventually keynotes by one of the main speakers in The Netherlands Niek van den Nadel about resilience and collaboration together in this industry to move this transition forward.

00:30:17: And become more sustainable fast because that's what the world needs, right?

00:30:20: So... Right!

00:30:21: Yeah very inspiring honest and real events where people were vulnerable ,where people were very personalized And yeah, it was quite unique.

00:30:35: Quite different compared to other events in the industry.

00:30:38: that's feedback we got.

00:30:40: so I think is a huge compliment.

00:30:43: So you had your opportunity and of course You are in touch with a lot of Your partners but you have the opportunity Of listening To all these fantastic stories i imagine right?

00:30:52: What were some of The highlights That you took away?

00:30:58: that one of the highlights was during the panel discussion, Enom for example, sustainability strategist of the FC Ling.

00:31:08: One of the biggest team parks in The Netherlands.

00:31:10: he just moved forward with making sixty percent of the menu plan based but not communicating it right because you often do not taste a difference.

00:31:21: so if we just do be bold without communication you just improve so many things and everyone goes away with it.

00:31:33: And accepts it, this was actually quite nice to hear.

00:31:37: then when we talk about later informed the guests they don't even know that its plant-based but at the same time making a huge impact.

00:31:47: because one of those things came out from the keynote hospitality reality check if everybody in It's three days plant based you're reducing more emissions than if everyone stops flying.

00:32:00: And so this is easy to do right?

00:32:02: I mean, at home already it's five days i think plan-based and so every one in the world starts doing that.

00:32:09: um...and then with bigger hospitality companies just being bold make their decision for all guests.

00:32:19: This is already a huge impact.

00:32:22: So that was quite nice, yeah and then obviously in the interview of Matthijssen and Paul inclusive leadership.

00:32:32: it's so important to have people on your team be themselves.

00:32:39: The reality aspect of really being vulnerable and honest also as a leader is what the young generation is looking for, right?

00:32:50: But then companies that focus on that... ...and focus on the future of our planet.

00:32:56: I think this where we all should go to from an hospitality company's perspective.

00:33:02: This will keep in mind to get younger generations onboard and to be feature-proof as a hospitality business, because eventually I mean we've all experienced this climate change.

00:33:14: And in the Netherlands not so much yet.

00:33:16: but if you look at the coastal resorts on the south of Europe it's getting too hot for tourists to go there or well... All sorts of threats obviously on the coastline and eventually If We Don't Do Anything There won't Be A Hospitality Industry Anymore right?

00:33:32: So we have to contribute and make that Change.

00:33:36: Well, of course you're preaching right in front of the church choir if you talk to me about having to get people because this is my neck off the woods and making sure that we get talent.

00:33:48: We get people excited and inspired to work on hospitality industry.

00:33:53: That's a big one.

00:33:53: I mean it's bigger for us to have ecological impact

00:33:58: our lack

00:33:59: taking care of earth might have.

00:34:01: And at the same time, of course if we take care that but don't take care people who need to run these businesses.

00:34:07: and the needs of the young generation, and the need for the hoteliers over the days.

00:34:15: There is a huge delta in what people expect from our workplace but even if they're older ones are still trying to promote it.

00:34:24: so we do make sure that we bring all this under one umbrella – the guests' needs or the people's needs.

00:34:33: It's about the people at end of the day, guest-people staffed to bring it together, right?

00:34:40: Yeah and one of the topics that was also brought out is just...to have The Hotel become more part of the community.

00:34:46: So what can you do for the community around?

00:34:52: inviting the community right for workspace or just getting in contact with tourists.

00:34:58: But also, we have a beautiful social initiative on our platform as partner which is Room For Change where they encourage hotels to give five rooms each month complementary to homeless people.

00:35:14: And it's focused on economical, homeless people right?

00:35:19: So you don't see that these people are homeless but more and more especially with the housing situation in The Netherlands gets worse.

00:35:27: More and more people live on the streets.

00:35:29: so this foundation is getting hotels not all running to give five rooms a month away, so these people can get reintegrated into society and be able to apply for a job.

00:35:45: And feel good about themselves being in the hotel... Big blood shower!

00:35:48: ...and coming off of the streets right?

00:35:52: But also protecting families with children.

00:35:53: there's more and more families where children are living on the street.

00:35:57: This is one of those conversations.

00:35:59: this is all about community and social part And so that was also quite nice to have that composition going during the event.

00:36:09: Well, I hear you say here take a ways.

00:36:11: we do need rethink our paradigms around what hospitality is supposed be and where hospitality will go?

00:36:19: How can make out industry future proof in all aspects of operation?

00:36:25: there are many things which could think if only willing too right Exactly

00:36:31: Exactly.

00:36:32: And so we are making it a bit easier for hoteliers to find solutions that will help them get more future proof.

00:36:40: and yeah, this is all too accelerated transition because it's out there but at the moment they're having difficulty finding each other.

00:36:48: So last Friday was perfect solution.

00:36:51: Just find one another and

00:36:54: learn from eachother.

00:36:55: Make it work!

00:36:55: We don't have make our own experiences ourselves.

00:36:57: It would be good enough if you learned from others adapted to our own circumstances right and who knows what other sparkle comes from some inputs that you hear here or there.

00:37:09: And do something out of it, yeah?

00:37:11: There's lots of places we can go.

00:37:13: Well, I really appreciate you taking the time and that this has been really inspiring for me.

00:37:18: my head is brimming.

00:37:20: i'm very excited to have heard about all these things going on in the world uh... And now looking forward to having a conference coming into our neck-of-the-woods yes!

00:37:28: That

00:37:29: will be amazing.

00:37:31: what do you want?

00:37:32: You wanna say final sentence around your plans.

00:37:35: where from here?

00:37:37: Well, in the Netherlands our plan is to grow the platform with some additional wings.

00:37:44: So what we're now focusing on this year... ...is to create a future ready hospitality academy and so different hotel management schools will be involved And this is purely to keep momentum throughout the years.

00:37:57: It's not only about the conference but it's momentum through out of here.

00:38:00: We'll have different online workshops happening about different topics, and here our impact markers makers can join or more education partners can join in to keep that momentum.

00:38:16: And then we're also looking at establishing a future ready hospitality procurement.

00:38:22: so get hotel yeas to buy directly from the suppliers on our platform.

00:38:28: So that's we're making work.

00:38:31: And then, yeah in the long run We are hoping to also launch a specific platform In different countries in Europe so not only having it focused on the Netherlands but perhaps Also in Germany or in France?

00:38:42: Or in Belgium and To get local solution providers in these Pacific countries onboard and connect them with hotel yes in these specific countries.

00:38:51: That's the goal

00:38:53: where you're doing a great job really serving the community of Hoteliers.

00:38:57: And I'm sure thanks for all the great jobs we've done in past year and last week, with event last week...I hope that's enough things!

00:39:13: And I thank you as well.

00:39:17: Great job that you're doing there, and i'll be happy and very curious to follow you and just educate myself – those listening of course about what else is coming up on your platform?

00:39:29: Yes!

00:39:29: Well if we come to your side of the world they will definitely reach out.

00:39:33: You can become one our partners so we see what we do together to make it happen.

00:39:37: Well Linda thanks for taking a precious time after this conference last week So you can collect some more energy and dash on to the next goals.

00:39:49: Thank you so much, not too heavy back on again!