The world of luxury is changing and wealthy consumers are becoming active participants to save our world from extinction. As a result, luxury travel brands are changing with the times to become more sustainable. Protecting the environment is paramount in high-end experiential travel and MATTER’s 2019 report promotes how travel brands can adapt to survive and remain connected with their consumers through three main trends:
Consumers seek self-fulfilment through the new sustainable luxury
There is a growing demand of luxury sustainable travel due to a developing demographic of socially conscious, high-net-worth consumers who are increasingly rejecting overt displays of wealth in favour of inconspicuous and responsible consumption. These elite customers value green, inconspicuous luxury and are driven by self-fulfilment and personalised experiences. And so, luxury travel and hospitality is being redefined to incorporate artisanship, authenticity and sustainability, as well as ethical living. Experience and transformation have become the new currency for these next-gen jetsetters, who seek self-fulfilment through green travel, while ‘doing good’ for people and the planet.
Future consumers will invest more in sustainable luxury travel
High-net-worth wealth is transferring into younger hands at a fast rate. According to the study, 72% of Millennials and Gen Zs would pay more for products and services from companies that are committed to social and environmental change. Therefore, these consumers are more willing to invest in sustainable luxury travel and value green brands more than their predecessors. The young elite are reshaping philanthropy by seeking more ways to give back, and the travel industry is supporting their mission through new initiatives from one-off donations to long-term initiatives and volunteering.
Successful luxury travel brands will make sustainability part of the guest experience
Innovators in luxury hospitality are stepping up to environmental and social challenges, by putting sustainability at the centre of their business model and guest experience. From addressing the rise in veganism to rethinking waste, luxury hotels and resorts are honing their offer to attract future guests. Eco-tourism and conservation brand Singita allows guests to take part in sustainable and community initiatives when on safari, guests can leave a legacy from holidaying with Singita and contribute to their 100 year purpose to preserve and protect the African wilderness for future generations.
To download the report in full, please visit MATTER’s website.
Located on 45,000-acres of untouched wilderness in South Africa’s Sabi Sand Reserve, Singita Castleton Lodge, the former home of Singita’s Founder Luke Bailes’ grandfather is steeped in history. The lodge, accommodating a maximum of 12 guests, has re-opened to showcase a recent design refresh to ensure guests enjoy the utmost exclusivity and comfort in the African bush.
With new wellness experiences on offer, the private villa boasts a brand-new yoga pavilion alongside its state-of-the-art and fully equipped fitness centre – which is accessed via a covered walkway through Castleton’s tranquil gardens. Guests can now also choose between double and single massage treatment rooms. As one of 2020’s wellness trends, Castleton Lodge ensures guests to reconnect with the great outdoors as well as each other, and the expansive deck provides uninterrupted views of the surrounding landscape. It also offers magical fireside dinners under a canopy of stars –the perfect backdrop for a taste of traditional local dishes, cooked by the on-site private chef.
The property’s impressive wine cellar has been expanded and is now conveniently located adjacent to the dining room and lounge. As a highly curated collection of South African finest vintages, it’s the ideal setting for pre-dinner tastings under the guidance of Singita’s knowledgeable sommeliers.
Many antiques and furnishings of the original homestead have been refashioned, adding authenticity to the living areas that extend outdoors onto deep, covered verandas overlooking a busy waterhole nearby, where game regularly gather to drink.
As part of Singita’s Private Villa Collection, guests staying at Castleton Lodge will enjoy the comforts of a private game-viewing vehicle as well as a full staff complement, which includes a Field Guide, private chef and host. Game drives, mealtimes and activities are organised daily according to the preference of each guests – allowing them to have complete freedom to choose the rhythm of their days. The perfect location for a bush escape for families and groups of friends, Castleton offers numerous opportunities for shared activities – from boules to tennis, cricket and a private pool, combining the best elements of an authentic safari with the rustic charm of a farmhouse.
Singita opened Kwitonda Lodge on 1st August in Volcanoes National Park in Rwanda. The brand new lodge and private house is positioned on an unrivalled location where a third of the world’s remaining mountain gorillas can be found, marking the next exciting chapter of the brand’s ongoing conservation journey in Africa. As well as supporting important conservation efforts during their stay at Kwitonda Lodge, guests will be able to enjoy awe-inspiring views across the vast Virunga mountain range and volcanoes.
Kwitonda Lodge is designed to honour Rwanda’s people and the country’s fertile land, contributing significantly to conservation efforts, community partnerships and ecotourism to preserve and protect Africa’s wilderness for future generations. Situated a ten-minute walk away from the park’s headquarters, guests can take part in a humbling gorilla-trekking experience to witness these incredible animals in their natural habitats.
Each of the guest suites are beautifully decorated and include private heated plunge pools and massage areas, as well as indoor and outdoor fireplaces for travellers to relax in their secluded haven. Singita has included a dedicated conservation room, gear room for all trekking equipment, and an extensive on-site nursery and vegetable garden to provide fresh produce for the lodge’s farm-to-table food ethos.
More than 500 local artisans and builders were involved in crafting features like the lava rock walks, exquisite woven ceilings and hand-fired terracotta brickwork – ensuring an authentic translation of local culture into the design, while boosting local employment and business.
Singita Kwitonda Lodge and Kataza House are go-to destinations, offering an experience unlike any of Singita’s other destinations. It embodies the gentle, rejuvenated spirit of Rwanda with finishes that include raw and burnished timbers, natural pigments on walls and hand-fired terracotta tiles, and long-lasting furniture pieces anchor each room and space, providing a profound sense of groundedness. Its design creates a sense of place, purpose and perspective, tying in perfectly with the serious and soul-centering experience of meeting gorillas up close on treks.