What is Sustainable Luxury Tourism? No more plan B

by: Juergen T Steinmetz |

luxury travel operators must view sustainability as a long-term investment

Rather than cost, the Middle East’s luxury travel sector should focus on the long-term gains offered by decarbonization, waste reduction, and community initiatives.

That was experts’ assessment at an event at the Dubai World Trade Centre (DWTC)

Sustainable Luxury

Luxury travel is leading the tourism industry’s sustainable change in the Middle East.

The discussion at the ongoing Arabian Travel Market in Dubai was moderated by Joe Mortimer.

Panelists included Nadia Ibrahim, Member of the Board of Directors of the UN Global Compact; Amir Golbarg, Senior Vice President of Operations – Middle East & Africa at Minor Hotels; Candice D’Cruz, VP of Luxury Brands at Marriott International; and William Harley-Fleming, Vice President of Operations for JA The Resort and Indian Ocean.

Commenting on the growing demand for sustainable offerings among consumers, the UN Global Compact’s Ibrahim said:

“Luxury and sustainability have not always gone hand in hand, but this is changing.”

We are encountering a new generation of travelers that wants high-end experiences that do not compromise sustainability.

This is why airlines, hotels, travel agencies, and tourist destinations are thinking about how sustainability can be integrated into their existing services and how it can attract more customers.”

Minor Hotels’ Anantara brand’s approach to sustainable luxury:

Golbarg said: “Globalisation opened the doors to the world, but I think localization is now equally important.

We decided to go indigenous as many of the costs associated with sustainability relate to the importation of goods. It’s all about how you benefit the communities in which you operate.

We must shift our focus from short-term costs towards long-term gains.”

Marriott International’s D’Cruz explained consumers increasingly reflect these considerations.

“We see that luxury travelers want to spend more time connecting with the places they visit.

They also want to be involved with brands.

It’s no longer a one-way conversation; how transparent are you if you have a two-way one?

Luxury consumers tend to be less forgiving. They want to connect with brands that reflect their values, and sustainability is one of them.

JA The Resort and Indian Ocean’s Harley-Fleming emphasized the necessity of positive action, noting a genuine business case for sustainability.

This is not Plan B- It’s not a choice anymore- it’s something we must do.

The cost of not investing in sustainability can adversely affect any business and its reputation. And at the end of the day, the hospitality industry does generate jobs. Acting now is the call.

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