The Usual strengthens commitment to sustainability through key partnership with CLEAR RIVERS and the Port of Brussels

As part of the upcoming Sustainability Day on 10 October, The Usual, an emerging name in hospitality, is strengthening its commitment to the environment by taking its partnership with CLEAR RIVERS and the Port of Brussels to the next level. To celebrate the day, they will become the new sponsor of a litter trap - an innovative device designed to remove floating waste from local waterways - demonstrating the hotel chain's commitment to giving something back to the community. To make the occasion even more festive, local artist Carl Cash will contribute creatively along with other influencers, making this day of sustainability a week-long celebration.

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The Usual's logo will be proudly displayed on the litter trap, symbolising the company's sponsorship and commitment to this crucial environmental initiative. Together with CLEAR RIVERS, which is already their regular 'Doing Good' partner, The Usual plans to double its water and plastic collection efforts for a whole month from 10 October. The company will increase the amount of clean drinking water they donate in water-scarce countries from 100 to 200 litres per room sold per night. And the amount of plastic collected from 1 kg to 2 kg per direct booking.

"This new partnership reflects our core belief that hospitality should not only serve guests, but also contribute to the communities and environments where we are located," said Joachim de Looij, CEO of The Usual.

In addition to theitter trap project, The Usual will introduce several internal initiatives to promote its sustainability efforts. These include eco-friendly water bottles and a system to give guests sustainability tips during their stay to encourage them to participate in reducing their impact on the environment.

Sustainability Week will also feature a series of influencer activities, starting with Carl Cash, a well-known local artist, who will create a tailored mirror/window artwork on Day 1 of the initiative. Under the theme The Usual Misconceptions, the campaign will engage influencers to raise awareness and galvanise their audiences into action.