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.
It’s human nature to crave adventure – we’re all itching to explore foreign cities, visit beautiful destinations, maybe meet a few strangers who become friends — but how can we do this responsibly, minimising the negative impact that tourism can have on the planet?
By traveling smarter, we can leverage the power of the industry to positively contribute to environmental, community, social and economic gains. Here are our top tips to achieve a more sustainable travel itinerary in 2020:
- Avoid over-tourism: it’s tempting to be lured to Insta-popular destinations (think Venice, Machu Picchu, and Santorini), but these destinations are being overwhelmed by tourists, causing a strain on infrastructure and pricing locals out of the communities. When planning your next trip, venture off the beaten track and explore somewhere new – one of our top picks for 2020 is Mongolia, which is perfect for those seeking remote adventures and eye-opening cultural experiences
- Timing is key: if you still prefer to visit a more popular destination, consider traveling outside of peak season; there will be fewer people around, and the money you spend will help businesses that may struggle during quieter periods
- Support recovering areas: another way to be more mindful when creating your destination bucket list is to explore areas that have been impacted by natural disaster or social unrest, and are relying on the economic benefits of tourism to bounce back. Sri Lanka and New South Wales are a couple of options to consider
Opt for a hotel or accommodation option that holds itself to high environmental standards. A couple of our favourites include:
- Singita: conservation brand Singita follows a 100-year purpose to preserve and protect the African wilderness for future generations through the three pillars of biodiversity, community and sustainability. Through partnerships with non-profit funds and trusts Singita implements strategic conservation projects in each of the six regions in which they are located to ensure the existence of Africa’s magnificent wildlife populations and with programmes that aim to help create economic independence within communities that live alongside their reserves.
- Capella Ubud: a luxury tented camp designed by Bill Bensley, Capella Ubud is nestled amidst the unspoiled beauty of Bali’s luscious rainforest. With the conscious idea of “minimal intervention,” thoughtful care was taken in the design of the hotel, and all trees and local plants were left untouched and protected throughout the construction process – not a single tree was cut during the camp’s creation, and as such, there are several trees intercepting the property’s accommodation, restaurants and the spa tents.
- Air travel is often the only viable way to reach some of the world’s greatest destinations, but try to fly direct as much as possible, select eco-friendly airlines and look for carriers that use sustainable aviation biofuel. To avoid air travel altogether, consider destinations that are closer to home; The Sanchaya is a 50-minute ferry ride from Singapore
- Consider the romance of rail travel and embark on an unforgettable rail journey through the likes of South Africa or Tibet
- Explore by foot – Walk Japan has an unrivalled range of tours spread across the length and breadth of Japan, focusing the development of tours on Japan’s little-known and less-visited regions. The team are keenly aware of the need for the responsible and sustainable development of Japan’s tourism resources and are widely recognised for their endeavours
Whilst you’re there:
- Disconnect from the digital world and immerse yourself into local life; ask locals for recommendations on where to eat and what to see and strike up conversations about the history and traditions of the area
- Carry a reusable water bottle to avoid unnecessary use of single-use plastic bottles. Our favourites are from bkr and byta
What are your top tips for travelling more responsibly?
Wellness has become such an integral part of travel and living in recent years. From immersive ecotherapy initiatives to retreats designed by wellness experts, the world’s top hospitality brands have all jumped on the bandwagon to meet the undeniable growing interest for wellness programmes.
Rise in slow wellness travel
2020 sees more travellers making a move towards sustainable travel. This includes making more conscious efforts to reduce ones carbon footprint by choosing travel routes that require less air travel, or participating in undertourism by taking trips to lesser-visited destinations. The Sanchaya at Bintan makes the perfect getaway for conscious Singaporean travellers, being just a 50-minute ferry ride away.
Quick and easy wellness sessions
An increasing number of wellness clubs seek to provide effective sessions for busy working professionals, through quick sessions that can easily fit into packed schedules. For example, the hour-long restorative infrared sauna session at Pure Wellness Studio located along Duxton road, aids in boosting sleep, skin health and muscle recovery.
Spiritual healing for the soul
New-age wellness practices have begun to find footing as well. Individuals have started seeking out the best places to experience crystal healing, sound baths, and aura readings. These sessions use positive healing energy to restore balance in mind, body and spirit.
Solo female travel for strong women
As travellers seek more control over their travel experiences, more solo-travel itineraries have been made available in the last year. Solo female travel in particular has started picking up, and more travel companies have met this demand by offering bespoke experiences for women who seek such experiences.
Benefits of eco-therapy
The benefits of embarking on off-the-beaten path hikes, forest bathing or even keeping indoor plants can have numerous proven health benefits. If you’re considering taking a digital detox and heading outside, you’ll be happy to know that indulging in eco-therapy not only keeps you positive, but relieves stress and boosts immunity.