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How Hotel Groups Scale Sustainability Accross 100+ Hotels

The webinar brought together BeCause and BWH Hotel Group to walk through the operational reality of managing sustainability data across large hotel portfolios.

See our paper: Driving Business Value Through ESGSee upcoming webinars

Webinar Summary:

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  • Sustainability is now a revenue infrastructure problem — unanswered RFP data is costing hotels real business
  • 90% of sustainability RFP questions go unanswered; 10% of RFPs rejected outright due to incomplete data
  • At least one major enterprise tech company now blocks hotel bookings without verified sustainability credentials
  • 100M nights booked at certified properties on Booking.com in 2025 — certified inventory grew 22% in one year
  • We saw BeCause's portfolio tools: centralized data requests, AI validation, carbon calculators, certification co-pilot, and portfolio dashboards
  • Key platform principle: data entered once auto-populates across all RFPs, frameworks, and certification applications
  • BWH Hotels committed to certifying all 4,300 independently owned properties across 100 countries by end of 2026
  • BWH's biggest friction: Hotel owners seeing data input and certification as two separate tasks — solved by messaging them as one connected process
  • BWH uses district-level leaderboards to drive adoption — gamification works, nobody wants to be last
  • Certified properties currently see 15% more visibility on booking platforms; booking uplift data study in progress

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Speakers

Kristian Bruun
Head of Marketing | BeCause
Armand Odekerken 
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Senior Lecturer - Researcher
Research Centre Future Proof Financials 
School Maastricht
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Armand Odekerken is a senior lecturer and researcher at the Hotel Management School Maastricht, specializing in sustainable business strategies and the Corporate Sustainability Reporting Directive (CSRD). As a Professional Doctorate Candidate at Zuyd University of Applied Sciences, he collaborates with hotel organizations to apply double materiality analyses, integrating both strategic and operational perspectives. His expertise in management accounting, multiple value creation, and analytical methods enable him to guide hotels in developing effective, CSRD-compliant sustainability strategies.
Amy Hulbert
Vice President, Boutlique & Upscale Brands | BWH Hotels
Lucas van Krugten 
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Quality & Safety Manager
Postillion Hotels
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Lucas van Krugten, 38 years old, has been working in the hospitality industry since I was 14 years old. Starting in 2025 I’ve had several roles within Postillion Hotels from F&B-Supervisor, Operational Manager, General Manager to my current role as Quality & Safety Manager. In this role, I support the board, as well as the General Managers within our company. In addition to this, I’m responsible for the CSRD implementation on which we will start reporting as from January 2026.
Janus Hovgaard
Solutions Specialist | BeCause
Alina Arnelle‍

Chief Sustainability Officer
BeCause
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Alina Arnelle is the Chief Sustainability Officer at BeCause, where she leads the integration of cutting-edge sustainability practices across the travel and tourism industry on the BeCause platform. With a strong focus on data-driven strategies and industry collaboration, she plays a key role in shaping how hotels and tourism stakeholders navigate the complexities of ESG reporting and regulatory compliance. Recognized as one of The Global 50 Women in Sustainability Awards 2024 by The Sustainability X Magazine and featured with an article in The Hotel Yearbook 2025, Alina is a frequent contributor and thought leader in sustainability for tourism and hospitality. Her insights have been featured in PhocusWire, Hotel Management Network, Green Lodging News, HospitalityNet, and more.
RFP

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