Sustainability - A Giant Leap To The New Generation
Travel Trade Journal|July 2023
Each year Arabian Travel Market (ATM) focuses the spotlight on specific aspects of travel that will be pivotal in determining the direction that the travel and tourism industry will take to move forward. In line with the theme, 'Working Towards Net Zero,' ATM 2023 explored how innovative sustainable travel trends will evolve and identify growth strategies within specific key vertical sectors. The various sessions served as a platform for regional experts to analyse a sustainable future. One of them was, Sustainable Luxury: At What Cost?
Sonika Bohra
Sustainability - A Giant Leap To The New Generation

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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