Sustainability surpasses just a buzzword and is now an inevitable component of any luxury business looking for traction with the new generation, but this credible advantage has a cost to it. Post-pandemic, guest perceptions have shifted with rising climate change awareness and a growing expectation amongst millennial travellers in particular. Toeing the line, luxury hospitality and travel brands are embracing sustainability. This remains challenging as the cost of switching to a full sustainability-driven operation twinned with fulfilling guest expectations of luxury, and maintaining brand standards, however, presents a test in itself.
The session on ‘Sustainable Luxury: At What Cost?’ included a varied range of insights into the function of luxury travel leading the tourism industry’s sustainable change in the Middle East. Moderated by Joe Mortimer, Editorat-Large at Destinations of the World News, panelists included Nadia Ibrahim, member of the Board of Directors of the UN Global Compact, Amir Golbarg, Senior Vice President-Operations, Middle East and Africa, Minor Hotels, Candice D’Cruz, VP Luxury Brands, Marriott International and William Harley Fleming, Vice President-Operations, JA The Resort and Indian Ocean.
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