Background and Objectives Core Elements of the Campaign Energy Fact Files and Checklists Website

1. Germany‘s Energy Campaign for the Hospitality Sector Presentation in E-HotCat Conference and Coordination Forum, 28th May 2009 Ronjon Chakrabarti – Adelphi Consult

2. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

3. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

4. 2000m Aug 83 Aug 03 Photographs courtesy of Enviros Background and Objectives Observed and predicted global temperature change Source: The Met Office’s Hadley Centre for Climate Protection and Research

5. Background and Objectives Hospitality Sector Details • 244,400 enterprises (46,000 hotels, 188,000 restaurants/ pubs, 10,200 canteen and catering enterprises) • Employees ~ 1 Million • Turnover ~ € 56,5 billion • Energy spend ~ € 3 billion • Estimated Potential to save CO2Emissions ~ 1 Mio t CO2 / a

6. Background and Objectives Hospitality - a very challenging industry • Mostly a non-technical audience (very few specialist energy managers) • Always higher priorities than energy • Short term investment policies (payback less than 3 yrs) • Energy a relatively small percentage of turnover • Reluctance to ‘move with the times’ • Risk averse - ‘wait and see’ approach • Transient nature of management and staff - ‘when they’ve learnt it they've left us’

7. Background and Objectives Voluntary Agreement • First environmental protection agreement on active protection of the climate outside the producing sectors of the economy • “Energiekampagne Gastgewerbe” is the banner under which the German Federal Ministry for the Environment (BMU) and the German Association of Hotels and Restaurants (DEHOGA) collaborate to deliver a nation-wide energy saving campaign • Launched March 2006 as a free-of-cost campaign • Example is the successful British Campaign Hospitable Climates • The Energy Campaign is conducted by the company Adelphi Research in Berlin on behalf of BMU and DEHOGA

8. Background and Objectives Voluntary Agreement Targets • Participants shall reduce their energy consumption by 15% below 2006 levels by 2011 • This equates to 100,000 tonnes of CO2 per year • Secure participation of 3,000 individual hospitality businesses within first three years • Secure participation of another 2,000 individual hospitality businesses after 5 years • Detailed review of performance after 3 years (2009) • Financed by the Ministry of Environment with 200.000 €/ year • “EnergiekampagneGastgewerbe” is the banner under which the German Federal Ministry for the (DEHOGA) collaborate to deliver a nation-wide energy savingEnvironment (BMU) and the German Association of Hotels and Restaurants campaign for Hospitality businesses • Launched March 2006 • Example is the successful British Campaign Hospitable Climates • The Energy Campaign is conducted by the company Adelphi Research in Berlin on behalf of BMU and DEHOGA

9. German Government (driven by Kyoto and other targets) BMU/ UBA Ministry of Environment, Nature Conservation and Nuclear Safety Additional Partnerships Industries for Hotels and Restaurants Energy Sector Tourism Bodies Additional marketing support, influence, case studies, pilot programmes Background and Objectives Association of Hotels and Restaurants DEHOGA Voluntary Agree-ment Partner-ship Adelphi Research Campaign Team (DEHOGA/ Adelphi Research/ Energy Consultants) Energy Campaign Program Advice, Information, Support Fact files, online programmes, website, newsletters, case studies, PR coverage, Workshops Users / Customers Other stakeholders Catering and Restaurants Hotels

10. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

11. Energy Fact Files and Checklists • Detailed information with case studies and check lists! • Information classified into: • Immediate measures • Sectors • Technology • Management • Every three months, a new set of fact files is sent to the participants!

13. 23% Savings Energy Fact Files and Checklists Rübezahlbaude Waltersdorf*** 24 guest rooms Restaurant, wellness, conference roomsParticipant since 1.3.2007 Optimisation of the heating/ warmwater system: Costs/ savings Energy Consultant + 800 Euro Devices + 400 EuroGov. Support – 400 Euro Savings of operational costs (6 months) –1.600 Euro Total – 800 Euro

14. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

15. Website - Calculators • Detailed information • Energy Calculators • Casestudy database • Financial support - database • Access to the online energy program • Energy consultant database • News about the campaign • Downloads

16. 14% Savings Website - Calculators Compare electricity rates and contractors: City: Cologne, 100.000 kWh Energy Consumption/ year Cheapest offer + 13.500 Euro Average +15.700 Euro Potential Savings – 2.200 Euro Other calculators: • Combined heat and power (BHKW) • Pumps • Etc.

17. 3900€ Savings Website - Casestudy database Junges Hotel, Hamburg*** 128 rooms Restaurant, Wellness, conference rooms Participant since 3.2.2006 Replacement of halogen bulbs with LEDs Costs/ Savings 160 LEDs + 2.100 Euro Savings of operational costs/ year–5.990 Euro Total – 3.890 Euro

19. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

20. Data Entry Online energy Calculator Basic information about the company: -Address -Hotel category • Turnover • No. of staff • No. of beds • Size of hotel

21. Data Entry Energyprofil of the enrgy calculator: - Period of consumption • No. of bookings • Consumption of: • Electricity • Fuel (oil) • Gas

22. Data Analysis Result of the Energy calculator: • Basic performance figures • Energy costs per • Turnover • Bookings • Staff - Benchmark figures - Environmental figures (CO2 / booking)

23. Analysis of Energy Use Over time

24. Turnover ~ 1.000.000 Euro Your enterprise (5,5 %) + 55.000 Euro Reference (2,6 %) + 26.000 Euro Potential Savings+ 29.000 Euro >50% Savings Benchmark

25. Analysis – Audit Report Recommendations for energy efficiency measures according to the evaluated benchmark figures

26. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

27. Other elements • Training courses for internal use • Hotline and Chatroom • Newsletter • Downloads (information signs etc.) • etc.

28. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

29. Participation (01.08.2008)

30. Participation Participation (01.10.2007)

31. 25-50% Potential Benchmarking Energie consumption of different businesses Figure: Benchmarking energy consumption for heating and warmwater per m2 and year (data from 2006)

32. 12-45% Potential Benchmarking Energy Costs per Turnover for Hotels Figure: Comparing energy costs per turnover for hotels with different categorisation (data from 2006)

33. Consumer satisfaction Small internal evaluation • 87 % are very satisfied • 76 % have already implemented energy saving measures • Thereby the energy consumption was decreased by 0,5 – 42 %

34. Consumer satisfaction Motivation for participation

35. Table of contents • Background and Objectives • Core Elements of the Campaign • Energy Fact Files and Checklists • Website • Online-Energy-Saving-Programme • Other • Initial Results and Consumer Satisfaction • Success Factors and Conclusions

36. Success Factors and Conclusions Success factors • a campaign of an industrial sector for the sector itself • primary emphasis on reducing energy costs • low entry threshold because participation is entirely voluntary • pragmatic approach • designed for the long term • focus on marketing

37. Success Factors and Conclusions Conclusions • Significant cost reduction for the participants • Reduction of the CO2 emissions and contribution from the hospitality industry to the climate protection • A successful example of PPP

38. Success Factors and Conclusions Extension to other countries • Strong Hotel Association and/ or tourism board is crucial • Analysis of local know-how and prevailing technologies • Analysis of existing project, initiatives and other relevant campaigns • Formulation of recommendations to adapt the campaign to the local context

39. www.energiekampagne-gastgewerbe.de Energiekampagne Gastgewerbec/o DEHOGA BundesverbandMatthias Meier10873 BerlinTel: 0700-72625242 (12 Ct/Minute)Fax: 0700-72625242Email: energiekampagne@dehoga.dewww.energiekampagne-gastgewerbe.de Adelphi Research gGmbH Walter Kahlenborn Caspar-Theyss-Straße 14a D-14193 Berlin Tel: 49 (0)30 / 89 000 68 - 40 Fax: 49 (0)30 / 89 000 68 – 10 Email: kahlenborn@adelphi-research.de www.adelphi-research.de