Iberostar Group celebrates Oceans Day and launches an international campaign
Under the motto "In love with the Ocean" the hotel chain launches a complete program of artistic activities and cultural initiatives in all its properties
With 80% of its hotels on the seafront, the Iberostar Group celebrates World Oceans Day (June 8) with a complete program of activities to raise awareness among its clients of the close link between life and the sea: the Oceans produce at least 50% of the planet's oxygen, host most of the earth's biodiversity, and are the main source of protein for more than one billion people in the world. Aware of this, the Iberostar Group takes advantage of the anniversary to thank the ecosystem for its benefits with deeds rather than words. The company has launched its international campaign 'In love with the Ocean', an initiative aimed at sensitizing customers and the sector about the importance of caring for coastal ecosystems.
A challenge for everyone and for everyone
According to a recent survey by the Iberostar Group among its guests in the EMEA region, 9 out of 10 Iberostar customers affirm that caring for the environment and local communities is an important factor when it comes to of choosing your accommodation, 6 points above the industry average.
In terms of the circular economy, 92% of Iberostar customers support the reduction of single-use plastics, even if it means eliminating elements such as amenities in the hotel room. Regarding the responsible consumption of fish and shellfish, 84% positively value a local gastronomic offer, although it affects the variety available. In addition, 57.7% prefer to travel to natural and non-crowded environments. In this sense, Spanish customers are the most likely to avoid crowded destinations (70.3%).
Despite the growing awareness of the population, the Iberostar Group continues to seek ways to introduce new ways to connect its customers with the ocean in their destinations with projects such as Wave Of Change (WOC) Discovery. “We want to make our clients participate in the great biodiversity that inhabits the different regions where we have hotels and the work we do from our Group to protect and respect ecosystems. Involving our customers is the best way to raise awareness while they enjoy their vacation experience ”, explained Dr. Megan Morikawa, director of the Iberostar Group Sustainability Office.
The Group thus continues to strengthen its leadership on the path towards a responsible tourism model that focuses on caring for people and the environment. With its Wave of Change movement for the protection of the oceans and the circular economy at the center of its strategy, it implements changes in its operations to achieve the commitments of its demanding Agenda 2030.
Iberostar's 2030 Agenda has five commitments and three lines of action: moving towards a circular economy; promote responsible fish consumption; and improve coastal health. From the advance towards the circular economy, the company is committed to being free of waste by 2025 and neutral in carbon emissions by 2030 -compensating a minimum equivalent to 75% through nature-based solutions-, consuming 100% fish and shellfish from responsible sources by 2025 and improve the health of the coastal ecosystems in which it operates by 2030, among other commitments. In addition, the company has set the goal that 90% of customers staying in its hotels will be aware of the Wave of Change movement by 2023, and this will be one of the main factors for 60% of customers to choose Iberostar in 2025 .
Words are lacking to thank and many challenges to overcome
The Group has organized in all its hotels globally a complete weekly program made up of original activities to continue raising awareness of the importance of caring for the oceans and the environment. These include the creation of a real-time painting by a selection of local artists committed to sustainability, who will work on an interactive mural in the lobbies of the Iberostar Alcudia Park (Mallorca) and Iberostar Selection Anthelia (Tenerife) hotels. The work will be a joint creation with the clients, who will be able to participate, interact and collaborate with the invited artists. Although the intervention is ephemeral, the installation will be permanent and will recall the company's firm commitment to the oceans, the environment and sustainability. The selected artists are Minerva García, Sevillian illustrator and tattoo artist based in Mallorca who defines her style as fine, linear and minimalist; and Irene León, visual artist and illustrator from Tenerife, winner of multiple painting and graphic work competitions and has participated in national and international exhibition projects.
In addition, Iberostar has designed an innovative "Experience room", a space decorated with recycled materials dedicated to underwater life, where guests can witness a recreation of marine diversity through screens and lighting. In the same way, the Group will organize the traditional giant human figure on the beaches located next to its hotels, to involve the client and make them participate in its commitment to sustainability.