The modern luxury traveller is increasingly prioritising sustainability and favouring environmentally aware vacations. Our new eBook, Where Luxury Hospitality Meets Sustainable Impact, explores how forward-thinking resorts can meet sustainability targets without compromising on guest experience or brand prestige.
The expectation for sustainable practices is no longer optional but increasingly viewed as non-negotiable for long-term viability and competitiveness. Much like the transition from fast to slow fashion, “slow travel” is becoming a trend, emphasising deeper engagement with travel destinations. A 2024 Booking.com survey found that 83% of global travellers believe sustainable travel is important.
Leaders and decision-makers at luxury resorts should consider this changing landscape beyond recreational travellers though, with corporate stakeholders becoming increasingly significant, particularly those in event management roles. A recent report from Cvent revealed that 12% of event planning professionals now consider the sustainability credentials of a venue before booking.
A transparent commitment to sustainability can result in more corporate event bookings. As with the modern guest of a luxury resort, event planners are also seeking value-aligned hospitality venues for their events.
This is where independently verified sustainability certifications, such as B Corp, become hugely important. A genuine commitment to sustainability acts as a powerful competitive tool, particularly in luxury hospitality, where it simultaneously enhances a resort’s reputation and fosters brand trust.
A study from booking.com revealed that sustainability filters now enable more than half, 59%, of their users to identify eco-certified properties. This speaks to the widespread appeal of sustainable values when truly embraced by hospitality brands. We discuss the far-ranging benefits of implementing sustainable practices into a luxury resort and much more across the five chapters of our recently released eBook, Where Luxury Hospitality Meets Sustainable Impact.
Click here to download your free copy of our eBook now!
It seems that the social, environmental, and environmental impact of tourism has gained importance in the last 5 years. The modern traveller – 80% of which — has a desire to travel more responsibly than they did prior to the COVID-19 pandemic, as evidenced by a study from Virtuoso.
The conscious traveller seeks to blend luxury and sustainability, prioritising authentic experiences that allow them to feel they are contributing positively or minimising harm at sustainability-aligned resorts. Additionally, research shows that 38% of luxury seekers are willing to pay 30-50% more for sustainable features in a resort, and nearly 80% of travellers would pay at least 10% more.
This shift in mindset presents a valuable opportunity for luxury resorts to embrace sustainability for exactly what it is — a business necessity, not a trend, that boosts brand credibility and a deeply embedded sustainability ethos, championed by leadership, is crucial for long-term success and innovation in the evolving luxury market.
Learn about the key desires and motivators of modern luxury travellers in our eBook by downloading your free copy now. Click here to download!
