The July
Hospitality and sustainability must feel like second nature
In conversation with Elsemiek Giskes, Head of Hotel Operations The July
The July does not want to build traditional hotels. The July combines the freedom of apartment living with the service and quality of a design hotel, aimed at guests who stay in the city for longer periods. Design, comfort, and the guest experience are central, while sustainability is increasingly becoming an integral part of the development and operation of the hotels.
For Elsemiek Giskes, Head of Hotel Operations at The July Group, sustainability does not need to be visibly front and center. “We don’t position ourselves as a sustainable hotel. But sustainability is at the core of how we develop and work.” Because The July develops and operates the hotels itself, decisions regarding energy, materials, and use are considered at an early stage. With four hotels now open, new locations will open in the coming years in, among other cities, Amsterdam, Lisbon, and Dublin.
Sustainability without pedantry
“Guests come here to relax.” According to Elsemiek, the greatest gains are often found in smart choices behind the scenes. Hotels are developed in accordance with BREEAM guidelines, with a focus on low energy and water consumption. Smart systems automatically optimize heating and cooling, which has already resulted in nearly a 10% reduction in energy consumption at some locations.
Steps are also being taken in day-to-day operations. For example, daily room cleaning is no longer standard at several locations, which reduces water, energy, and chemical consumption. “Business customers increasingly look at sustainability. For leisure guests, price and location often still play a larger role.”
The greatest impact lies in the supply chain
“You can no longer do this on your own.” During the conversation, it became clear that for The July, sustainability goes further than just its own buildings. It is precisely in the supply chain that the hotel group sees the greatest challenge and the greatest impact. “Scope 3 is ultimately where most of the impact lies.” Together with Shalen Chen, ESG Coordinator at The July Group, The July is working ever more intensively on collecting data and mapping the supply chain. This also includes looking at double materiality analyses to gain a better understanding of risks and dependencies within the supply chain.
Suppliers play an increasingly important role in this. More and more, conversations focus on material use, CO2 -missions, origin and transparency. “We especially hope to learn from suppliers about what they focus on and how we can continue to improve together.” In this context, Elsemiek mentions Blycolin as an example of a party that is already advanced in sharing data and supply chain insights. “You notice that some suppliers are already much further ahead in terms of transparency and impact data, and you can learn a lot from that.”
Balancing comfort, quality and sustainability
“It must remain a good experience.” With textiles and linen too, that consideration is constantly at play. Good bedding and comfortable linen remain essential for the hotel experience. “Ultimately, guests book a hotel because they want to sleep well.”
At the same time, The July notices that sustainable choices are often more complex than they initially appear. Not only do material choices play a role, but also legislation, safety requirements, and availability across different countries. According to Shalen, legislation around materials and safety vary significantly by country. Elsemiek cites mattresses as an example. In some countries, stricter fire safety regulations apply, which means that sustainable alternatives, such as circular mattresses, are not always immediately applicable. “You notice that legislation can be different from country to country. That makes it difficult to make the same sustainable choices everywhere.”
According to The July, sustainability is therefore not just about one material or certification, but about the entire supply chain behind it: production, lifespan, transport, and use.
“Guests want to experience comfort. Sustainability must naturally move along with that. ”
– Elsemiek Giskes
A new generation expects more
“For many young employees, this is self-evident.” According to Elsemiek, the role of sustainability within hospitality is also changing rapidly. New generations of employees and guests increasingly expect organizations to take responsibility. Shalen notices that especially young employees find sustainability increasingly self-evident. “Students who come to us almost always want to do something related to sustainability.”
At the same time, the reality sometimes remains complex. Investments in sustainability require time, collaboration, and money, while commercial performance also remains important. “There will always be tension between impact, operations, and commercial reality.”
Looking ahead: building hotels with less impact
“You can only make progress if the entire supply chain moves with you.” In the coming years, The July will continue to invest in smarter construction, more efficient operations, and closer collaboration within the supply chain. According to Elsemiek, that is where the greatest opportunity lies to make hospitality more sustainable without compromising on comfort. “You can only truly make progress if suppliers, partners, and hotels continue to improve together.”