The innovative campaign by Europe’s Famous Hostels (an association of independent hostels across Europe and Israel) is a loyalty program and reward system based on a CO2 emissions saving calculator which converts savings from rail users into points redeemable at the association’s hostels across Europe. 

The campaign aims to educate, inspire and reward positive behaviours towards sustainability, as well as to give visibility to sustainable businesses. The jury congratulated Europe’s Famous Hostels for developing a campaign that could foster long-term behavioural change and create a generation of sustainable travellers.