The group has expanded the programme to its Radisson RED and Radisson Collection hotels, underlining its commitment to responsible tourism and water conservation.

In 2015, Radisson partnered with safe water and sanitation charity, Just a Drop. As part of its Think Planet initiative.

The aim of the collaboration is to ensure children in some of the world’s most impoverished communities have access to safe drinking water.

Guests at Radisson Blu hotels are asked to reuse their towels rather than leaving the out for laundry. For every towel reused, Radisson Hotel Group makes a donation to Just a Drop.

To date, some 3.4 million towels have been reused, raising enough money to bring safe drinking water to 15,002 people across Just a Drop projects in Kenya, Nicaragua, Peru and India.

MORE: Just a Drop founder Fiona Jeffery OBE on the importance of sustainability to customers

Sven Wiltink, Radisson Hotel Group director of responsible business EMEA, said: “Every day, we work toward building a better collective future. As part of our sustained focus on water stewardship, we pay close attention to reducing the use of water in our operations.

“Through our strong partnership with Just a Drop, we are also able to help bring water, sanitation and hygiene to local communities. It’s brilliant to see the impact of such a classic initiative as the towel reuse programme contributing both to our water reduction and providing clean drinking water at the same time.”

Fiona Jeffery OBE, Just a Drop founder and chairman, added: “Radisson Hotel Group’s partnership with Just a Drop clearly demonstrates the impact businesses can have on the sustainability agenda.

“Radisson Hotel Group and Just a Drop strategically complement one another. It’s rewarding doubling the benefit of Radisson’s towel reuse programme, which not only saves water, but saves lives across the globe.

“We hope that the success of the initiative encourages others to follow their example, as the tourism and hospitality industries can make a huge impact by giving back to communities across the globe.”