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.
On Friday 7th February, Lyre’s Non-Alcoholic Spirits hosted a preview event in Singapore for their exquisite range of lovingly crafted alcohol-free, classic spirits.
Ruby Warrington, author of Sober Curious and founder of the movement, was present to share her personal experiences, assess the history of drinking, and help re-evaluate our perception of alcohol.
The sober curiosity movement has seen a sharp increase in traction over the last few years, as people have become more in-tune with their own personal wellness journeys. It has been increasingly reported that Gen Z is the least-boozy generation to date, with more pressure at school and work being cited as the main reasons behind this change.
But what exactly is sober curiosity?
According to Ruby, it’s exactly that – to be curious about sobriety:
“[Being sober curious] means, literally, to choose to question, or get curious about, every impulse, invitation, and expectation to drink, versus mindlessly going along with the dominant drinking culture.”- Ruby Warrington
Often, Ruby argues, we drink on autopilot, with the expectation to drink at social occasions being firmly rooted in society. The sober curiosity movement encourages a judgement-free exploration of one’s relationship with alcohol and conscious drinking.
Drinking is socially ingrained
From weddings and birthday parties to work events and holidays, we commemorate many of life’s greatest moments or achievements with alcohol, with Champagne in particular being synonymous with celebration. Often, people declaring that they are abstaining is met with resistance by other members of the party, or else it is assumed that there is an underlying reason – namely pregnancy or alcoholism – behind the decision.
A rise in month-long sober social experiments such as ‘Dry January’ and ‘Sober October’ are becoming more commonplace, suggesting that people are looking for an ‘excuse’ not to drink, but how can the movement shift these mindsets and allow sober curiosity to become accepted, as opposed to reinforcing the notion that you either drink or you don’t.
So, what’s the alternative? Living sober curiously
The movement towards sober consciousness has inspired the creation of and market for viable non-alcoholic alternatives, which offer those opting out of booze a tasty, ‘grown-up’ tipple to enjoy. Brands such as Lyre’s are paving the way, lowering the ‘barrier to entry’ for the sober curious club and creating a talking point, bringing the questions of sobriety to the forefront of the conversation.
Every Lyre’s spirit is designed to look, taste and sashay around the palate just as its alcoholic counterpart might, whilst allowing drinkers to remain clear-headed and in control. Lyre’s will be available in Singapore from mid-March, and we can’t wait!
For more information on Lyre’s, and to take a look at their full range and recipe suggestions, visit their website.