Responsible Wellness Award 2024
InterContinental Barcelona: raising awareness through music
"This award highlights our commitment to sustainable and responsible tourism, where the well-being of our guests and respect for the environment go hand in hand."
- Enrique Escofet, General Manager at InterContinental Barcelona
InterContinental Barcelona has demonstrated a strong commitment to environmental well-being and sustainability, developing original and effective initiatives that raise awareness about the responsible use of resources. Its team does not hesitate to stress the importance of integrating responsible practices into all hotel operations, where both the well-being of people and respect for the environment are priorities.
Its innovative campaign Dance, sing and showercampaign, launched last year and winner of the Traveling for Happiness 2024 awards, continues to stand out as one of the most creative sustainability actions in the hotel sector.
Awareness raising through music and technology
The proposal of Dance, sing and shower is based on a simple but effective challenge: shower in the time it takes for a song to play. InterContinental Barcelona has placed a QR code next to each hotel shower, allowing guests to scan it with their mobile device to listen to a song and thus control the time they stay under the water. This action, in addition to being a fun way to measure consumption, invites reflection on the importance of saving water, an increasingly scarce resource.
"Through the implementation of programs that promote rest and mental health, as well as the creation of biodiverse spaces that foster a connection with nature, we seek to offer an environment in which we can all feel renewed and relaxed," stresses the General Manager at InterContinental Barcelona, Enrique Escofet. With a playful approach and innovative execution, this campaign allows visitors to take an active role in sustainability and become allies of the planet, promoting a change in behavior that they can take with them and replicate in their daily lives.
Since its implementation, the initiative has reduced water consumption in the hotel's showers by approximately 30%, underscoring the positive impact of small gestures when applied on a large scale. The reception of Dance, sing and shower has been exceptional, with the local press highlighting the hotel's ingenuity in its approach to sustainability. In addition to its direct impact on water consumption, the campaign has helped to consolidate InterContinental Barcelona' s image as a benchmark in environmental responsibility and social wellbeing.
In 2024, InterContinental Barcelona renewed its BIOSPHERE© certification from the Responsible Tourism Institute (RTI), an international recognition that guarantees compliance with high sustainability standards in the tourism industry.
With INCORPORA, Caixabank has achieved the social and labor insertion of more than 1,500 people in recent years. Photo: Caixabank
Water as a priority in the sustainability strategy
Thanks to Dance, sing and showercustomers are an active part of this strategy, allowing them to visually and immediately understand the amount of water they may consume in everyday activities. In the bathroom, they can also find additional information about water consumption in tasks such as hand washing and toilet use, giving them a broader context on how small changes in their habits can have a positive impact.
The hotel has also installed energy-efficient devices in its facilities and optimized its water management systems to ensure efficient and responsible use. "We have created a sustainable garden that enriches local biodiversity while providing guests with a space to connect with nature. With native vegetation and a vegetable garden that grows fresh produce for our food and beverage outlets, we encourage a healthier lifestyle," Escofet tells us.
To advance its commitment to responsible wellness, the hotel has set ambitious goals, such as reducing energy consumption and CO2 emissions by 46% by 2030. They plan to eliminate single-use items altogether and adopt circular solutions in key hotel products. "Our involvement in social and green initiatives, such as the waste separation program and collaboration with local suppliers, reinforces our commitment to sustainability and community well-being," adds the General Manager.
Among its next steps, InterContinental Barcelona will replace plastic bottles in the front office and gym with tetra brik, as well as implement a digital signature for check-in and collaborate with the Plant-for-the-Planet initiative.
With proposals such as Dance, sing and showerInterContinental Barcelona has established itself as an example of responsible wellness in the hotel sector. By demonstrating that wellness and sustainability can go hand in hand, InterContinental Barcelona contributes to the advancement of a more conscious and respectful tourism.
DUALIZA is the commitment of Spain's largest financial institution to vocational training as a way to move towards a better educated society. Photo: Caixabank