Magnus Berglund Scandic Hotels

Fantastic accessibility solutions and dedicated peopleAward Winning Disability Tourism in the NordicsRooms for disabled with a fantastic view on the 21:st floor, the worlds first detailedaccessibility information on every hotel’s website, well designed solutions that goalmost unnoticed, except by those who really need them. Hooks, mirrors andkeyholes at two heights appreciated by children, short adults and those who use awheelchair. All described in the industry’s first internally made AccessibilityStandard with 110 check points that helps Scandic to create accessible solutions in160 hotels in the Nordics.Welcome to Scandic, the leading hotel chain in the Nordics, where the many timesawarded and price winning accessibility work is totally integrated into the everydaybusiness. A company where every team member you meet started their Scandiccareer with training course in a wheelchair.BackgroundThis is a short background on how the hotel industry’s first Disability AmbassadorMagnus Berglund, together with dedicated colleagues and management, set a newstandard for disability tourism in the Nordics and created examples that inspiredecision makers, UN-officials, people like you and me and the 50 million Europeansthat have some kind of disability. A growing community since we tend to get olderand the elderly Europeans love to travel. Disability tourism will continue to growand we will all gain if our environment gets more accessible.For Scandic it all started in 2003. After being on sick leave for five years due to amuscle disease the former cook Magnus Berglund contacted his former employer,the hotel chain Scandic, with his ideas on how the chain of hotels could increase theaccessibility and use accessibility to gain competitive advantage. In 2003 he wasappointed Disability Ambassador. His first task was to design his own role and hestarted by creating the Accessibility Standard as a platform for all accessibility workat Scandic. The standard has grown over the years and today it contains 110 checkpoints to follow.The work towards more accessible hotels have led to numerous awards over theyears, and last fall Scandic, represented by Magnus, was invited to speak at the UNin Geneva about accessibility issues.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

A couple of fresh examplesScandic Victoria Tower is the brand new spectacular 34-floor, design hotel inKista, Stockholm. It demonstrates that it is perfectly possible to offer rooms fordisabled with fantastic views high up in the building, with the help of fire-safeelevators that allow wheelchair users to evacuate the building easily. It also showsthat it is perfectly possible to incorporate accessibility with design. The hotel isunique with its sequin dress inspired building designed by Gert Wingårdh. Theinterior of the entire hotel features world renowned designs by Vitra, Montana, Flos,Kasthall and Dinesen.Another strong example on Scandic and Accessibility can be found in Stockholmwhere an iconic building from 1885 have been carefully transformed into an urbanhotel, restaurant and club environment without neglecting the strict accessibilitystandard. The hotel is called Scandic Grand Central.In Norway Scandic has built its most accessible hotel ever – the Scandic OsloAirport, opened in late 2010. This hotel was designed to meet all different kinds ofdisabilities and it is unique since every part and every detail in the hotel is allergysafe. That’s why the hotel was approved by the Norwegian Asthma and AllergyAssociation (NAAF) and in November 2011 the hotel won the NorwegianInnovation Prize for Design, competing with 52 other buildings in Norway.And finally Scandic Sydhavnen in Copenhagen, Denmark, Scandic’s mostaccessible hotel in Denmark, offering 11 new rooms for disabled and reception,restaurant and conference area all on the entrance level, with easy access from thecar park.This is a new hotel that proves that high level of accessibility is a good investment.The hotel has a number of creative accessibility solutions, which is one of thereasons that it gathers larger conferences such as the upcoming EU-conferencesheld in Copenhagen.Scandic Accessibility StandardAutumn 2003 saw the appointment of Magnus Berglund as Disability Coordinatorfor Scandic. One of his first tasks was to train our team members. Everyone needsto understand what it is like for a guest with a disability. Different disabilities,different requirements. Everyone needs knowledge and insight into how we canfacilitate and help. Today, all the team members at our hotels are trained inaccessibility. For one thing, they get to try working in a wheelchair.In consultation with disability organisations, hotel guests and team members,Scandic have drawn up a checklist of 110 points called Scandics accessibilityStandard. 81 points are mandatory for all our hotels and for new hotels all pointsmust be considered. Based on this, every hotel works to make life easier for itsguests. The standard encompasses everything Scandic offer and is to be an integralconsideration for all products and services at the hotel.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

At the newly opened flagship hotel in Stockholm City, Scandic Grand Central, theaccessibility solutions are carefully integrated in the design. On this picture you seethe wheelchair ramp in the hotel lobby.Design for All is a key concept in Scandic’s accessibility work. The aim is for therooms for disabled to be just as well designed as any other room, with practicalsolutions that go almost unnoticed, except by those who really need them. Hooks,mirrors and keyholes at two heights are appreciated by children, short adults andthose who use a wheelchair. Height-adjustable beds and extra spacious bathroomsare popular with all guests. Scandic’s comprehensive 110-point accessibilityprogramme covers everything from team member training for all staff to adaptedrooms and extensive, detailed accessibility information on every hotel’s website,something that is unique in the industry.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

One of the super accessible rooms at newly opened Scandic Victoria Tower wheredisability rooms are located on the 21:st floor with a fantastic view over Stockholm,a unique solution that demonstrates the Scandic way of working with Accessibility.A couple of examplesA lowered reception desk for wheelchair users, a guest computer in the lobby at acomfortable height for a wheelchair and an ordinary chair, a hearing loop inconference facilities and reception, and vibrating alarm clocks that also hear the firealarms are just some examples of smart solutions that ensure a high level ofaccessibility. A couple of more examples from the 110 point checklist called theScandic Accessibility Standard. • Walking stick/cane holder at the reception desk • Meeting rooms without carpets • Hearing loop in plain sight in reception • Portable hearing loop available for meetingsThere are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

• Vibrating alarm clock that also signals a fire alarm • No allergenic garnish on the buffet breakfast • Gluten- and lactose-free bread at breakfast • Guide dogs are always welcome at our hotels • Braille factsheet available in reception at our Swedish hotels. This includes information on breakfast times and check-out time • Height-adjustable bed in rooms designed for people with disabilities • Telephone on the bedside table (along with a remote control) • Handrail on the inside of the door, under the door knob, so that closing it is easy from a wheelchair Double eyeholes at two hights Vibrating alarm clock that also so that everyone can see who wakes the guests with a is at the door. hearing disability.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

Accessibility Prizes and AwardsScandic has been rewarded many times for its Accessibility and Sustainability work.Some of the more recent rewards are: • Scandic Oslo Airport wins the Innovation Prize, November 2011. The hotel was rewarded for furniture, interior design and accessibility. All guests are accommodated well and included. Everyone is equal and can participate equally in all contexts. The hotel has been designed well for guests with impaired vision, hearing and mobility, with good accessibility, visual alarms, telephones with induction loops, systems for charging electric wheelchairs and much more besides. • Scandic wins Nordic Council Nature- and Environmental Prize, November 2011. Scandic was rewarded by the Nordic Council for its efforts to promote sustainable tourism in the Nordic Region and beyond. • Magnus Berglund was nominated Social Entrepreneur of the Year in Swedish newspaper Veckans Affärers Social Capitalist Awards, September 2011, for his accessibility work. In just five years, the Social Capital Award has established itself as the leading award for people who have united capitalism and social benefits in Sweden. • Scandic’s guests most satisfied in Europe. The 2010 European Hotel Guest Satisfaction Index Study, a report published by JD Power and Associates, shows that Scandic ranks highest for customer satisfaction in the mid-scale full service category. • Scandic Berlin becomes first German hotel to gain the EU Ecolabel. Scandic Berlin Potsdamer Platz, in the heart of Berlin, opened on 1 October 2010. Now the hotel has become the first in Germany to meet the EUs stringent environmental criteria and become certified according to the official EU Ecolabel. At the same time, the newly opened hotel has received a prestigious silver medal from DGNB, the independent German organisation that certifies, promotes and rewards sustainable building. Scandic Berlin Potsdamer Platz is the first hotel in Germany to be built according to such sustainability principles.Older Awards2006 St Julian Award, part of the City of Stockholm’s Accessibility Project aimed at becoming the world’s most accessible capital city by 2010.2007 The Swedish STIL Award, for the first time given to an organization. The municipality of Norrköping’s accessibility award.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

Improved accessibility – a commercial successScandic is intensifying its successful focus on improved accessibility. In 2011, morethan 100 new rooms for disabled were added to the portfolio and 2012 there will beeven more to meet the large and growing demand. More and more companies andorganisations seek rooms and conference facilities that are accessible to all. At thesame time the numbers of older, active private travellers who are attracted byimproved accessibility are increasing. Improving accessibility has proven to be acommercial success for Scandic, the Nordic region’s leading hotel chain.There are more than 50 million people with some form of physical disability inEurope alone and, when it comes to staying in a hotel, they can find their optionsextremely limited. Back in 2003 Scandic, the leading hotel chain in the Nordicregion, recruited Magnus Berglund as the companys very own DisabilityCoordinator. Needless to say, a lot has happened since then.Today, Scandic has its own accessibility standard with 110 points for increasedaccessibility and all our team members are trained in accessibility issues. Scandicwas also the first hotel chain in the world to post full accessibility information onlinefor all its 160 hotels.“When we take over a hotel, we implement our accessibility programme withinthree months and, after just one year, we tend to notice more bookings fromprivate guests and from companies and organisations, thanks to our accessibilitywork. This gives us a clear competitive advantage and, as well as showing ourcommitment to social responsibility, we see major commercial benefits in beingaccessible to all, relates Anders Ehrling, President and CEO of Scandic.” “We want all guests, whether they have a mobility issue, allergies or impairedsight or hearing, to feel welcome and enjoy the same value for money as guestswithout a disability”, states Magnus Berglund, Disability Ambassador at Scandic.“We have entered an exciting phase, where interest and bookings show ouraccessibility work is appreciated by many more people than just the guests with adisability.”There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

Magnus Berglund, Disability Ambassador ScandicMagnus Berglund has been responsible for all disability issues at Scandic since2003, reporting directly to the Group Executive Committee. Scandic has createdand implemented the industry’s first accessibility standard with 110 check pointsfollowed by 160 Scandic hotels in 9 countries. The accessibility work is fullyintegrated into the everyday business covering all parts of the hotels. Every one ofthe 7 000 team members get an accessibility training and as the first hotel chain inthe world Scandic provides an extensive 80-point detailed accessibility informationon every hotel´s website.Magnus Berglund´s work at Scandic has been recognized in international mediasuch as CNN and last year he was invited to the UN to share his thoughts onaccessibility. Scandic and Magnus have also received a number of national andinternational Disability Awards. On a personal level the former chef loves goodfood, his friends and taking a walk with his dog Ada, the 12-year-old Corporate Dogat Scandic.Magnus Berglund, Disability Ambassador Scandic, and his rehab dog at a loweredreception desk that provides accessibility to guests using wheel-chair.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

Scandic in shortScandic is the Nordic regions leading hotel chain, with 160 hotels in nine countries;Sweden, Denmark, Finland, Norway, Estonia, Germany, the Netherlands, Belgiumand Poland. Total number of hotels rooms: 29 910.We have a total of 6,600 team members ready to make travelling both accessibleand comfortable for as many people as possible. Our guests come from across theglobe and visit us on holiday and when travelling on business.Scandic has over the last two years opened flagship hotels in city centers such asStockholm, Oslo, Copenhagen and Berlin.In 2007 Scandic was purchased from Hilton Hotels Corporation by Swedish PrivateEquity company EQT.There are hotels that are more exclusive, hotels that are cheaper and hotels that aretrendier - but there is no hotel as smart as Scandic. Smart, because you get a moreconscious and inspiring hotel experience on so many levels. Visit scandichotels.sepresenting more than 160 hotels in 9 countries and many exciting offers.

Magnus Berglund Scandic Hotels

by Scott Rains

Accessibility

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