Responsibility in practice

Transport

We have installed key boxes at 96% of our holiday homes, allowing both guests and service staff to go directly to the house without first stopping by a local office. This reduces unnecessary transportation and CO₂ emissions while also making the holiday experience more flexible. We are also working to transition our vehicle fleet. In 2025, 71% of Sol og Strand’s cars are electric, and from this year onward we will no longer acquire new fossil-fuel vehicles. Our ambition is for the entire fleet to run on batteries before 2030.

Cleaning

90% of our cleaning products carry the Nordic Swan Ecolabel or the EU Ecolabel. We cannot reach 100% yet, as pool and spa products such as chlorine are not currently available in certified alternatives. However, we closely monitor developments and switch whenever possible.

Procurement

We work strategically with responsible supplier partnerships. In 2025, we introduced risk assessments prior to entering new supplier agreements and increased our focus on responsible framework agreements and improved oversight of suppliers and contracts. Our goal is to collaborate with companies that meet our standards for environmental consideration, fair working conditions, and responsible business conduct.

The Pine Cone Label – Focus on Energy

Together with the rest of the industry, we encourage homeowners to improve the energy efficiency of their holiday homes. That is why, together with the Danish Holiday Home Rental Association, we support the Pine Cone Label – Focus on Energy. The label highlights energy consumption, heating methods, and other environmental considerations in each holiday home, making it easier for guests to choose homes with a lower climate footprint. The industry’s goal is for 70% of rented holiday homes to carry the label by 2030.

We believe responsibility is about the choices we make every day.