Skift Take
Environmental sustainability will be the mark of luxury as we move into the future with discerning customers demanding that the businesses they patronize do everything possible to mitigate their impact.
Luxury hospitality means offerings guests a five-star service no matter the method, but the industry and its customers are starting to recognize that the future of this business will be cut short without a focus on the environmental impact of their operations.
Luxury today often means going where no one else can go with all the bells and whistles of a five-star property, which poses a challenges for operators who must balance their customers' lavish expectations while protecting their sensitive ecosystem.
For many of these hotels, the pure landscapes, clear seas, and fresh mountain air that they sell are at risk from their operation. Luxury hotels in more urban settings are also becoming aware that daily sheet changes consume far too much water.
The emergence of a social trend that emphasizes consciousness around conservation is influencing the market and making this an important factor (and marketing tool) in gaining luxury travelers’ approval.
"Sustainability is a growing priority for these customers, and therefore an urgent imperative for upscale labels—and one that will only become more critical as they increasingly look to younger customers who grew up steeped in “aspirational” culture," summarizes Marc Bain in a Quartz article titled. It's a trend that transcends fashion, automobiles or travel to impact the entire luxury market.
Highlighting the shift in focus towards sustainability is the UNWTO’s designation of 2017 as the International Year of Sustainable Tourism for Development. More and more hospitality companies are adopting the concept of a triple bottom line which takes into account environment and social performance in addition to profit-based financial reporting.
The industry is responding quickly and promoting its green initiatives, but are they doing enough?
We speak to those in charge of leading environmental sustainability at luxury
