The Peninsula—The Integration of CSR

The Peninsula—The Integration of CSR

On June 21, 2011, The Peninsula Hotels presented a cheque to the Japanese Red Cross Society.

In order to show their high awareness of social responsibility, The Peninsula, a luxury hotel group, established a Corporate Social Responsibility Committee (CSRC) in late 2007. By focusing on the four main areas–community investment, environmental protection, labor practices, and occupational health and safety–The Peninsula became an active and responsible part of the communities where it operates.


The Peninsula has already held events supporting its Corporate Social Responsibility (CSR) goals. Accordingly, it isn’t surprising that they are lighting their hotels pink to draw people’s attention to the risk of breast cancer.

In October 2015, guests of The Peninsula Tokyo enjoyed pink-inspired fashion, photography, dining, and spa experiences, with ¥500 from each sale donated to the Japan Breast Cancer Screening Society. In 2014, The Peninsula was able to raise ¥909,902 for this nonprofit. In that same year, Keep A Breast Japan received the amount of ¥3.32 million that would be devoted to projects, such as the app, “Check yourself”, an application that gives advice to women on how to check their breasts on their own.

Another highlight of the 2015 campaign was the auction of Izumi Ogino’s “The Art of Pink” wirebag collection at the exclusive invitation-only “The Art of Pink Charity Gala Dinner”, which contained wirebags with motifs of Hello Kitty and My Melody. The breast cancer awareness month is part of a brand-wide program that was launched in Hong Kong in 2008 and is now participated in by each of the ten Peninsula Hotels worldwide.

The Peninsula Tokyo was able to reduce their energy consumption by 11%.

Another part of Peninsula’s CSR is energy conservation. From June to September 2014, the Hotel staff wore a “Super Cool Biz” polo shirt uniform made out of a light fabric, thus forgoing heavy jackets and ties. Therefore, the offices could be kept at warmer temperatures, reducing The Peninsula’s energy usage during the summer months. Realizing that energy saving can constitute the annual saving of 11 million yen, The Peninsula Tokyo branch replaced 5000 halogen lamps to LED lights in 2013. Furthermore, this amounts to the annual saving of 2365 GJ, which is equal to the energy consumption of 300 Japanese households in one year. With these changes, The Peninsula Tokyo was able to reduce their energy consumption by 11%. In addition, the hotel is keen on reducing water usage, thus a new silica filter system was implemented. The system uses small particles of silica as a filter for the cooling tower, where the silica effectively lowers the water and energy demand of the cooling tower.

The Peninsula Tokyo gives students in Tohoku the chance to gain access to training as hoteliers with the opportunity of employment at The Peninsula.

As a reaction to the disaster in 2011, every 2 years there are recipients of the “Great Eastern Japan Earthquake Hotelier Scholarship”, valued at 5.8 million yen. It was established in March 2012 and it is the first and only scholarship offered by a luxury hotel in Japan. In cooperation with the Japan College of Foreign Language (JCFL), The Peninsula Tokyo gives students in Tohoku the chance to gain access to training as hoteliers with the opportunity of employment at The Peninsula after the successful completion of their training.

The project, named “The tree of 1000 cranes”, aimed to bring healing and hope to Japan.

Another project in direct response to the disaster in 2011 was the campaign, “Hope for Japan”. The Peninsula Hotels in Asia and the USA donated money for each guest who stayed during the period of March 21st to May 31st, 2011. Also, aid funds were raised with a special Japanese themed afternoon tea, where guests, who donated minimum 5 U.S. dollars, got a folded crane to hang it on a special tree. The project, named “The tree of 1000 cranes”, aimed to bring healing and hope to Japan. The Peninsula raised 42 million yen from these projects and donated it to the Japanese Red Cross Society.


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