EXECUTIVE SUMMARY
This case study explores The First Group Hospitality’s journey from traditional hospitality practices to transforming its portfolio of urban hotels, including flagship properties like The First Collection at Jumeirah Village Circle - into models of energy efficiency, waste reduction, and community engagement.
The First Group Hospitality’s journey demonstrates that environmental responsibility and profitability can coexist. By leveraging innovation and stakeholder collaboration, The First Group Hospitality has set a benchmark for Dubai’s hospitality sector.
BACKGROUND: THE FIRST GROUP HOSPITALITY’S LEGACY
The First Group Hospitality specialises in high-value, design-forward hotels in prime Dubai locations. However, rapid growth in Dubai’s hospitality sector - coupled with rising guest expectations for eco-conscious practices, prompted The First Group Hospitality to reevaluate its operational and developmental strategies. With the UAE government prioritising sustainability, The First Group Hospitality recognised an opportunity to lead the market while future-proofing its business.
THE CHALLENGE
- Environmental Impact: Urban hotels are resource-intensive, with high energy/water consumption and waste generation.
- Market Differentiation: Guests increasingly favour brands with authentic sustainability commitments.
- Regulatory Pressures: Dubai’s push for net-zero emissions by 2050 required actionable roadmaps.
- Cost Efficiency: Balancing upfront investments in green technology with long-term ROI.
THE STRATEGY
- With the help of our partners Sustainability Kiosk, we audited all aspects of our business, set goals, and created an action plan.
- Embedding Sustainability at Every Level by focusing on four aspects
1- Energy Efficiency & Innovation
- Installed smart energy management systems to optimise HVAC and lighting.
- Integrated solar panels in newer properties and retrofitted existing buildings.
- Achieved LEED certification for developments, prioritising low-emission materials.
2-Waste Reduction & Circular Practices
- TRYP by Wyndham was the first hotel in the middle east to remove plastic bottles from operations.
- Across the group we have eliminated single-use plastics across all hotels, replacing them with reusable/ biodegradable alternatives.
- Partnered with local recycling firms to divert 85% of waste from landfills.
- Launched a “zero-waste kitchen” initiative, repurposing food waste.
3- Community & Guest Engagement
- Educated guests through in-room digital guides on conserving water and energy.
- Collaborated with UAE-based NGOs for beach cleanups and tree-planting drives.
- Introduced “Green Stay” loyalty rewards for guests participating in sustainability programs.
4- Employee Empowerment
- Trained staff through workshops on sustainable operations.
- Created “Green Teams” to ideate and implement grassroots initiatives.
5- Implementation: Overcoming Barriers
- Cost Management: Phased investments in technology (e.g., solar installations) aligned with property upgrade cycles.
- Cultural Shift: Leadership fostered a sustainability-first mindset through incentives and transparent communication.
- Guest Experience: Ensured eco-initiatives enhanced, rather than compromised, luxury (e.g., organic toiletries, farm-to-table dining).
6-Results: Measurable Impact
ENVIRONMENTAL:
- The first hotel group in Dubai to remove plastic bottles from operations. Saving 3m plastic bottles a year.
- 27% Waste diverted from Landfill. Recycling 573 tonnes of waste, 348 tonnes of recyclable materials and 225 tonnes of food waste.
- 10% reduction in energy consumption across properties (2020–2023).