Tourism is at the frontline of Europe’s sustainability and digital transition. Hotels, resorts, and destinations are under growing pressure to reduce emissions, manage resources more efficiently, and deliver experiences that remain competitive in a fast-changing market.
At Noytrall, we believe that this transformation can only succeed if innovation happens collaboratively; between operators, technology providers, researchers, and policymakers. That is why we are proud to announce two milestones:
- Noytrall has joined the Tourism 4.0 Partnership, a global initiative accelerating the digital and sustainable transformation of the sector.
- And, Noytrall has been selected for support under the ST3ER project, a European programme advancing climate-neutral and smart tourism destinations.
Together, these steps place Noytrall at the heart of the conversation on how tourism can operate more sustainably into the future.
What is the Tourism 4.0 Partnership?
The Tourism 4.0 Partnership was launched to apply the principles of Industry 4.0 — digitalisation, data-driven decision-making, and interconnected systems — to the world of tourism.
With more than 200 members worldwide, including research institutions, businesses, and government bodies, the partnership acts as a collaborative platform to:
- Develop new standards for sustainable tourism.
- Share knowledge across sectors and geographies.
- Support pilots that test how digital tools can reduce the environmental footprint of travel and hospitality.
For hotel operators, this means access to a network that is shaping the future of guest experience and operational efficiency with sustainability embedded from the start.
What is the ST3ER Project
The ST3ER project (Sustainable Tourism Transition Through Experimental Research) (Sustainable Tourism Transition Through Experimental Research) is a collaborative initiative led by six diverse partners across five European countries:
- Ireland – Údarás na Gaeltachta, WestBIC
- Slovenia – Razvojni center SRCA Slovenije
- Portugal – UPTEC, Science and Technology Park of the University of Porto
- Spain – Centro Europeo de Empresas e Innovación Bahia de Cadiz
- Denmark – Creative Business Network
ST3ER’s vision is to put in place the key ingredients that equip tourism-oriented SMEs with a more responsive and resilient ecosystem, capable of developing coordinated responses to the challenges the industry faces while supporting Europe’s sustainability goals.
The project will harness and multiply the power of existing initiatives to create a collaboration-driven innovation network. The result: more interconnected, competitive, and sustainable tourism ecosystems across Europe.
For the hospitality sector, ST3ER offers a chance to see how collaboration and digital sustainability tools can help operators and destinations manage resources more effectively while remaining competitive.
Why Noytrall Was Selected
Noytrall applied to ST3ER with a project rooted in sustainable building operations — helping hotels and real estate assets cut waste, optimise energy and water use, and prove impact with reliable data.
Our approach is measurement-first: before making claims, we quantify resource use and efficiency gains. This made our proposal a strong fit for ST3ER’s focus on replicable and measurable sustainability models.
Our selected project connects building-level sustainability with engagement. While we’ll reveal more in due time, Noytrall will:
- Advance building-level data and insights with support from the ST3ER ecosystem.
- Help design methodologies that can scale across different tourism assets.
- Bring building-level data and engagement strategies into a European framework for smart destinations.
- Ensure that the solutions developed are practical for operators and aligned with EU policy frameworks such as the Green Deal and the new CSRD reporting requirements.
What This Means for Our Partners
For Noytrall’s partners — whether hotels, asset owners, or municipalities — our participation in ST3ER means:
- Early access to knowledge emerging from EU-level research.
- Visibility of the latest digital sustainability pilots in tourism.
- Opportunities to benefit from cross-sector collaboration.
In short: our involvement is not just about research — it’s about bringing actionable insights back to the buildings and operators we serve.
Looking Ahead
In the months ahead, we will share more details about our project supported by ST3ER and the innovations we are working on.
For now, we can say this: our contribution is designed to demonstrate how data and operational insights together with engagement can directly support the transition to sustainable, profitable tourism assets.
Stay tuned — this is just the beginning.
➡️ Follow Noytrall’s journey as we help shape the future of sustainable tourism. Follow and connect with us on our social media channels for upcoming updates on ST3ER and more.
➡️ Are you a hotel or tourism operator curious about joining this journey?
Reach out to explore collaboration opportunities as we execute our ST3ER-supported project.