The First Collection at Jumeirah Village Circle (JVC) is a 4-star lifestyle hotel, part of Marriott’s Tribute Portfolio and operated by The First Group Hospitality. The property blends modern luxury with a strong sustainability ethos, fast becoming a part of the eco-conscious hospitality movement in the UAE.
As part of The First Group Hospitality’s all-encompassing commitment to sustainability, the hotel features energy-efficient lighting, low-flow water fixtures, and a comprehensive approach to recycling and food waste management. Sustainable touches include bamboo room keycards, refillable glass water bottles, and toiletries made from natural ingredients and packaged in recycled materials. The hotel has also earned a Silver Stamp from the 2024 Dubai Sustainable Tourism Stamp Awards.
Generating a Second Life
Home to varied dining experiences—including Santè Ria, Village Bistro, Risen Café, and NEST Club Lounge—the hotel has an ongoing influx of wooden pallets and crates generated from liquor deliveries.
The hotel faced a common but critical question: how can operational waste be transformed into an environmental opportunity – especially when it was taking up valuable storage space, adding to disposal costs, and clashing with the property’s sustainability goals?
Rather than sending these materials to landfill, the engineering team saw the potential for creative reuse that would align with the property’s sustainability ethos.
Led by Ehtisham Ullah Khan, Engineering Supervisor, the engineering team launched a circular initiative focused on repurposing the wooden pallets into functional outdoor design.
The Result?
After a meticulous process of selection and treatment, the engineering team:
Designed and built four Garden French fences
Used eight discarded wooden pallets
Saved an estimated 160–200 kilograms of wood from landfill
Made a tangible step towards becoming more sustainable
The final products preserved the character of the natural wood while meeting practical standards for durability and aesthetics.
Sustainability in hospitality isn’t just about checking boxes – it’s about finding smart, creative ways to make a real impact without sending operational costs through the roof. Whether it’s repurposing delivery pallets into stylish garden features or swapping out single-use plastics for durable, refillable alternatives, these seemingly small changes add up.
As we explore more sustainability efforts across the UAE’s hospitality sector, one thing stands out: sustainability is a shared journey, where we’re always learning and growing. All we can do is keep trying and moving forward.
Read other hotel case studies on other intriguing sustainability initiatives taking place around the UAE.
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