BLUESTONE’S JOURNEY TO NET ZERO
01/05/2025
Bluestone National Park Resort is redefining sustainable tourism with a regenerative business model that places nature, data, and community at its core. From cutting Scope 1 and 2 emissions by 92% to pioneering renewable energy solutions and collaborating on supplier-led carbon reductions, Bluestone’s holistic approach shows how hospitality can thrive while tackling climate and compliance challenges head-on.
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100% BIOLPG & HYDROTREATED VEGETABLE OIL
as diesel alternatives, with plans to convert kerosene boilers to HVO in the near future.
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HOSPITALITY INDUSTRY’S BIGGEST SOLAR PARK
with surplus electricity fed to the National Grid increasing renewable energy in the local area.
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IDENTIFY CARBON REDUCTION OPPORTUNITIES
collaborating with local dairy suppliers and Foodsteps, they co-funded LCAS
WHO IS BLUESTONE?
Nestled in the heart of Pembrokeshire, Wales, Bluestone National Park Resort is a premier luxury short-break destination. With over 400 lodges, cottages, and studio apartments set across 500 acres, the resort offers a unique escape within Britain's only coastal national park. Welcoming approximately 200,000 guests annually and employing around 900 staff. Bluestone was the first UK leisure company to make its staff shareholders, with founder William McNamara OBE giving them 30% of the company. Bluestone has established itself as one of Wales' leading tourism businesses, building their company around a regenerative model they have named the Bluestone Blueprint.
THE CHALLENGE
From its inception, Bluestone's Founder and CEO, William McNamara, envisioned a resort deeply rooted in sustainability and environmental consciousness captured in the now legendary, Green Book.
From this vision over twenty years ago, the Bluestone Blueprint was born. It brings together all the ESG (environmental, social and governance) requirements any hospitality operator needs for a regenerative business model that supports biodiversity and nature.
It embeds sustainable practices into every facet of the company whilst also supporting local communities on wellness and environmental projects.
However, achieving significant reductions in carbon emissions, particularly Scope 3 emissions, which encompass indirect emissions from the entire value chain, posed a formidable challenge on their journey to regenerative tourism.
THE SOLUTION
To tackle this, Bluestone enlisted Marten Lewis from The Darwin Centre in Pembrokeshire as the new Director of Sustainability in 2019 and then went on to partner with Zero Carbon Services to meticulously measure and analyse their carbon footprint, treating carbon metrics as essential business KPIs.
This data-driven approach illuminated key emission sources, enabling targeted reduction strategies.
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THE ROLE OF ZERO CARBON FORUM
In addition to undertaking a detailed carbon footprint with our tailored services, membership in the Zero Carbon Forum has been instrumental for Bluestone.
The comprehensive carbon footprint analysis identified emission hotspots, while the Forum's initiatives provided clear pathways for supplier engagement and emissions reduction.
This collaboration has sharpened Bluestone's focus, ensuring that resources and finances are directed towards the most impactful areas for carbon reduction.
We chose to join the Zero Carbon Forum due to the focus on the hospitality sector, and the ambition to bring in many of the most significant operators as well. The principles of sharing and support across peers in the same industry were very attractive and have proved very important in our three years of membership./)
Marten Lewis
Director Of Sustainability, Bluestone
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KEY BENEFITS AND RESULTS
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Scope 1 & 2 Emissions
Since 2018, Bluestone has reduced market-based Scope 1 and 2 emissions by 92%
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Biomass Pioneers
Pioneering the use of biomass energy in 2008, they became the first UK water park heated by this renewable source
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On-site Solar
The on-site solar farm is the hospitality industry’s biggest and set to propel them towards an operation that is free of fossil fuels across all of its purchased energy. Surplus electricity is fed to the National Grid increasing renewable energy in the local area.
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Greener Fuel
100% BioLPG and Hydrotreated Vegetable Oil (HVO) as diesel alternatives
Plans to convert kerosene boilers to HVO in the near future
Scope 3 Emissions
Food and drink accounted for approximately 77% of their purchased goods and services emissions, with beef and dairy alone over 20%. Bluestone prioritised supplier engagement. Collaborating with local dairy suppliers and Foodsteps, they co-funded Life Cycle Assessments (LCAs) to enhance education and identify carbon reduction opportunities.
BRAND IMPACT
Bluestone’s unwavering commitment to sustainability resonates deeply with guests.
Marketing campaigns highlighting their environmental efforts have yielded some of the highest booking numbers.
Recognising this, Bluestone has amplified their sustainability narratives across media stories and website content, reinforcing that environmental stewardship is integral to their brand identity. Sustainability is increasingly important for consumers when booking a no-fly break.
Mintel’s 2024 data shows travellers increasingly favour convenience and responsible environmental credentials while booking a holiday, and six in ten prioritise sustainability as a critical factor in their decision-making process.
From a business to business perspective, the Bluestone Blueprint provides local authorities and their respective communities ideas to regenerate the land, regulate visitors and direct them to the places they would prefer them to be in terms of footfall.
NAVIGATING COMPLIANCE AND LEGISLATION
By setting science-backed targets and streamlining operational information flows, Bluestone is well-prepared for future reporting requirements, including TCFD, CSRD, and SDS. These strategic investments have also facilitated financial advantages, such as securing ESG-linked loans with carbon reduction KPIs, underscoring the tangible benefits of their sustainability journey.
Bluestone’s story exemplifies how a steadfast commitment to sustainability, combined with strategic partnerships and data-driven decisions, can lead to remarkable achievements in environmental stewardship within the hospitality industry.
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WHAT OUR MEMBERS SAY
Be part of the solutions changing the face of your industry.
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