Taking a long-term view

Sustainability has become as a priority for luxury travellers.

A spokesperson for international analysts Deloitte confirms: “Luxury travellers’ interest in sustainability is on the rise, and the effects are making ripples across the industry.”

That can give a major boost to destinations committed to protecting the environment, preserving local culture and benefiting local economies.

“When it comes to sustainable travel, it may be no surprise that high-net-worth travellers want to have five-star accommodations, food, and transportation; unique, personalised experiences in ‘exotic’ locales; and travel experiences that help preserve and benefit land, communities, and wildlife,” the spokesperson adds.

“This can be as simple as booking an ecofriendly or green hotel, or as intentional as volunteering with an immersive conservation project.”

INDIVIDUALLY IMPRESSIVE & BIG COMMITMENTS

Magdas Hotel Its team calls this “Austria’s first social business hotel”, as it aims to blend social enterprise and upcycled design. Former refugees are employed and trained, as are recent immigrants and other professionals of multiple nationalities. The hotel’s rooms are furnished with upcycled mid-century furnishings, and it is powered by geothermal and solar energy. Travellers who arrive by bicycle or public transport get a 10 per cent discount.

One&Only With luxury resorts and high-end private vacation rentals in 11 countries, One&Only offers sustainability-conscious activities and experiences from mountain gorilla encounters to water sports and shamanic wellness treatments. Each property has a specific sustainability focus relevant to its spot. That might be protecting sea turtles in the Maldives to employing former wildlife poachers as wildlife protectors.

Aman Resorts Based in Switzerland, Aman has luxury properties in around 20 countries. It adheres to Global Sustainable Tourism Council industry criteria, which includes considering local heritage, culture and economy. It also encompasses environmental protection and social responsibility in every aspect of development and hotel operations.

Habitas With resort properties in Morocco, Namibia, Mexico, the US and Saudi Arabia, one aspect of Habitas’ commitment is to its Leadershift conference. Its brief is: “Featuring impactful global leaders looking to empower cultures, systems, new business models, and projects where all living beings can thrive.” The company consciously chooses construction methods that minimise environmental impact.

Accor This massive hospitality company runs resort and vacation brands in 110 countries, and is an important member of the Sustainable Hospitality Alliance. This is a global sustainability network and its members now make up about 25 per cent of the industry. The Deloitte spokesperson says: “The hotel group funds tree planting with money saved from reduced water and energy use, furnishes its hotels with recycled and eco-friendly materials, and sources food from sustainable vendors or its own organic gardens.”

BENEFITS FOR BRANDS

Deloitte has a strong track record in advising luxury travel providers. It has extensive experience in developing strategies, enhancing digital innovations and collaborating with local suppliers.

It comes up with practical ideas on how to make more sustainable choices, from attracting a diverse workforce to limiting water usage, managing electricity and sourcing locally.

The Deloitte analysts have found: “While there are many ways for hospitality and travel brands to boost sustainability, those who typically do the best job of attracting increasingly eco-conscious luxury consumers will build sustainability into their development and operations, making a conscious effort to simultaneously deliver luxury while making a tangible positive difference for the local people, cultures, and environment.”

Deloitte is a leading global provider of services across audit and advisory, tax and legal, strategy, risk and transactions, and technology and transformation.