For a long time, luxury in hospitality was defined by an abundance of staff, grand lobbies, imported materials, and elaborate service. On the other hand, sustainability was often viewed as a limitation, implying a need to cut back. But today’s travellers are changing that view. Luxury and sustainability are no longer on opposite sides; they are deeply intertwined with each other.
Guests now want more than just beautiful spaces. They’re asking deeper questions: What does this place stand for? How was it built? Who benefits from my visit? These questions aren’t just trends; they reflect a real shift in values. For many, sustainability is now a sign of quality and care.
Recent reports from Travel & Leisure Asia show that about 71% of Gen Z travelers in Asia think about sustainability when choosing luxury stays, and 59% are open to paying extra for places that care for the environment. Many also prefer properties built with sustainable design, showing that today’s guests are looking for experiences that do good, not just feel good. This makes it clear that sustainability can’t be just an add-on for hotels. It needs to be part of everything we do, how we design, source, hire, and connect with our communities. When done right, it doesn’t take away from the luxury experience; it adds to it. It makes it more thoughtful, more genuine, and more lasting.
From Green Credentials to Purposeful Design
Sustainability isn’t just about solar panels or providing guests with water bottles made of glass in place of plastic. It starts much earlier, right from how a hotel is planned and built. Across the industry, more properties are turning to design that works with nature. Spaces that use natural light, local plants, cross-ventilation, and materials that are responsibly sourced. These choices are not just better for the environment; they also make sense in the long run. According to Science Direct, sustainable design can cut energy use by up to 30% and lower operating costs over time.
At a few hotels, we’ve seen how these choices add value. Using reclaimed wood, for example, reduces the need for new materials and adds character to our spaces. Low-flow taps and smart water systems help us save thousands of litres every year. It’s a reminder that thoughtful design doesn’t just look good, it means something.
A Conscious Culinary Experience
One of the clearest ways we bring sustainability to life is through food. In luxury hospitality, dining isn’t just about flavour, it’s also about where the food comes from and the story behind it.
Guests today ask questions we didn’t hear ten years ago: Is the seafood responsibly sourced? Are the vegetables local? Does the menu change with the seasons? These questions come from a real sense of care, not just a passing trend. And for us, it’s led to closer partnerships with local farmers, small producers, and suppliers who share our values. The National Restaurant Association found that 76% of people are more likely to choose a restaurant that uses local ingredients. For luxury hotels, this is a win-win. Guests enjoy food that’s fresh and thoughtful, and at the same time, we support local communities and businesses.
It’s also worth noting how much food gets wasted in our industry. India produces approximately 68.7 million tonnes of food waste each year, with the food service sector accounting for around 11.9 million tonnes of that total. At major hotels and restaurants, up to 40% of food prepared can go unused before it reaches a plate, prompting many Indian properties to adopt zero‑waste cooking methods, which recently cut food waste by around 40%. By planning menus thoughtfully, managing portions, and working with suppliers who prioritize sustainability, hotels will be able to significantly reduce waste.
Technology as an Enabler of Sustainability
Sustainability often brings us closer to nature, but technology helps us get there in smarter ways. At some hotels, systems like smart thermostats, motion sensors, and energy-saving air conditioning work quietly in the background. When a guest leaves the room, the power goes off. When they return, everything is just as comfortable as before. These tools help save energy without affecting the guest experience. One of the most important changes hotels can make is how they manage water. Hotels can treat wastewater and reuse it for gardening and other non-drinking purposes, which in turn can reduce water usage by repurposing wastewater.
Empowering People and Place
When we speak about sustainability, it’s not just about buildings or resources; it’s also about people. The people who work behind the scenes every day are just as important as the guests we welcome. Fair hiring, equal pay, regular training, and looking after our teams’ well-being are all part of building a responsible and lasting business.
Another key part of this is making sure our teams understand and follow our sustainability goals. Whether it’s reducing waste, saving energy, or working with local suppliers, hotels should provide ongoing training to help everyone stay aligned. Sustainability isn’t one person’s job; it’s something all work on together.
Supporting the local community is also a big part of how hotels should operate. Many hotels have their art pieces sourced from local artists. Furniture is often made by craftspeople who’ve been passing down skills for generations. These choices bring character to spaces, but more importantly, they help build stronger local economies. When guests experience this from the story behind a painting to the person serving their meal, it creates a connection that feels real. And that’s what truly stays with them
Sustainability as the New Luxury Standard
Luxury today is about more than just comfort; it’s about intention in every detail. Gen Z, in particular, is reshaping this idea. For them, real luxury might mean a hotel built with recycled materials, a chef who cooks with fresh ingredients from nearby farms, or a team member who explains where your coffee was grown. Gen Z values honesty and progress in sustainability, not perfection. They respond to experiences that feel genuine and intentional.
Sustainability isn’t something we add on; it’s how we do things now. It’s not separate from the guest experience. It is the experience. So, the question isn’t “How do we keep up?” but “What do we want to be known for?” If we want to build something that lasts, something meaningful and responsible, then choosing a more sustainable path isn’t just the right thing to do. It’s something we must do.
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