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SUSTAINABLE LUXURY has been in the DNA of HoteliersGuild since the inception of our private society some two decades ago. Sustainability in our luxury hospitality segment was long regarded as oxymoron until the recent changes in the hospitality industry made green travel out of the niche a necessity. It all started with small efforts to avoid waste - paperless cash registers and refillable soap dispensers. Now it's a matter of recycling, reuse and saving on disposables.

And by now, the new luxury is more about the process and the experience rather than the product. It embodies the concepts of zero-waste manufacturing, energy efficiency, closed-loop design, and the disposal chain. There is a great importance on the human ethics and environmentalism guiding the formulation of this circular economy, where innovation is part of every step.

According to the World Travel & Tourism Council, the overall travel industry is worth approximately $8.8 trillion, accounting for one in 10 jobs globally before the pandemic (Gollan, 2020). For the hospitality industry to get back to where it was, the tourism sector needs engage even more sustainable practices; otherwise, future growth could be at risk (Lee, 2017).

Post-pandemic, we can see more luxury travelers wanting to explore the wildest places through experiential travel, and to create experiences like never before. People are more interested in provenance and storytelling on how, where, when, and who—rather than just sleeping in grand, luxurious hotel rooms. Additionally, awareness on how every decision can play a significant role in preserving nature is crucial for responsible tourism (Tuppen, 2019).

The typical 21st-century luxury consumers are millennials and members of Generation Z, driving 85 percent of the overall global luxury sales growth. These generations are well-educated and pay close attention to social and environmental issues (Brands, 2019). As these younger generations exercise greater caution with their purchase decisions to ensure the company values resonate with their own, the large high-end brands who desire to secure their status on the market try to rapidly evolve with the growing trends towards more ethical and sustainable luxury (Luxe Digital, 2020)

At HoteliersGuild we are very pleased that we seem to have been instrumental in stimulating the now global 'Sustainable Luxury Initiative' for so many years. And for this reason, we are also enthusiastically supporting trailblazing companies such as Beyond Green under the expert leadership of our esteemed members Lindsey Ueberroth and Costas Christ.

Frank M. Pfaller

Publisher | President HoteliersGuild

Luxury was once a domain detached from sustainability. Now, a shift in our behaviour is imperative. Let’s use our joint power to increase global environmental and social standards, and to play a key role in promoting a cultural shift! Is a grand palace hôtel more luxurious than a luxury tented camp? And can a palace hotel be operated sustainably? Luxury, it seems, can be a small thing such as creating a meaningful experience or showing you care. But large or small, it should create an emotional connection with people, the product and the brand. We keep defining the word luxury but ultimately it has to be defined by the guests. “luxury” should involve the extensive use of storytelling that is intimate and personal, with the serving of traditional food and use of recipes of the owner’s grandmother, stories that bring the hotel’s heritage to life, as well as involving the guest in the local traditions and culture.H HOT E LS sustainable

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