Motel One, in collaboration with WWF Germany and Kühne Logistics University (KLU), has presented the results of a two-year pilot project on the circular economy in the hotel sector. The study analysed the compatibility of resource conservation, economic viability and efficient hotel operations under real-world conditions. Two specific measures were tested: a reusable system for fruit salad containers in five Hamburg hotels and waste separation in guest rooms at a property in Aachen. The findings of this study are part of the current WWF report, 'Circular Economy in Hospitality'.
Against the backdrop of new regulatory requirements, such as the EU Packaging and Packaging Waste Regulation (PPWR), the reduction of single-use packaging in the hospitality industry is becoming increasingly important. The tests conducted show that circular economy principles can be successfully integrated into daily hotel operations while offering economic advantages.
Practical Testing in Hamburg and Aachen
As part of the 'Closing the Loop' project, a reusable system for fruit salad containers was established in five Motel One hotels in Hamburg. The previously used single-use solution was replaced by a closed loop system where containers were collected after use, professionally cleaned and refilled. Participating partners included PFABO, Fresh Factory, Transgourmet Deutschland and cup&more. During a three-month test period, 2,261 reusable containers were used, which avoided 423 kilograms of single-use plastic. Stable return rates and a low rejection rate confirmed the system's efficiency. The 'Closing the Loop' project by the Motel One Group has been nominated for the German Sustainability Award 'Products in the Resources Transformation Field 2027', with the winners to be announced on 3. Dezember 2026 in Düsseldorf. An expansion of this project is already underway.
In parallel, Motel One Aachen tested optimised waste separation in guest rooms. By using specific bin inserts, a more precise separation of recyclable light packaging and paper from general waste was achieved. The results indicate an annual diversion of an average of 4.6 tonnes of general waste into recyclable material streams. This leads to a reduction in annual general waste disposal costs of approximately 30 percent. Verena Ferner, Group CR & Sustainability Manager at the Motel One Group, stated that the cost savings, environmental benefits and minimal additional effort were convincing enough to continue the project in Aachen immediately after the pilot phase.
Implications for the Hospitality Industry
The results of both projects underline that the circular economy is particularly effective when it is holistically integrated into existing processes along the entire value chain. This includes supply chains, logistics and guest room processes. Key success factors identified were cooperation with suppliers and service providers, as well as the active involvement of employees. Laura Griestop, Circular Economy Expert at WWF Germany, highlighted that the hospitality industry has significant potential for resource conservation and waste avoidance. The results at Motel One show how the circular economy can be integrated and transformation implemented.
Motel One is now examining, as part of the extension of the reusable project in Hamburg and the continuation of waste separation in Aachen, how these successful approaches can be transferred to other locations and operational processes.
