Visionary luxury hoteliers show ways to improve the world

Pioneers in luxury hospitality can change the view of the world to make a positive contribution to society

At ITB Berlin, visionary luxury hoteliers shared how they define their desire to make a difference. With the concepts presented, luxury tourism can also address pressing issues such as climate change, intercultural understanding, the preservation of diversity, and active nature conservation.

Conscious reflection on one’s current location

For Henning A. Schaub, General Manager at eriro Alpine Hide, it seems essential to build a deep connection between guests and the destination, the hotel, and the local community to create an impact that ideally radiates into daily life after the trip. "Our guests appreciate that we don’t have TVs in the rooms, that Wi-Fi isn’t automatically available but must be consciously chosen," he says about the eriro hotel in Ehrwald, which can only be accessed by gondola and on foot. This already creates a sense of grounding upon arrival. The on-site Zero Waste Kitchen is consistent, as every piece of trash must be carried back down. "This encourages guests to reflect consciously on where they are, what is available there, and how people work and live locally."

Zoran Pejovic, Chief Growth & Strategy Officer at Losinj Hotels & Villas in Croatia, emphasized his deep belief in educating people. "If guests learn something from us, that’s great, but it’s also fascinating how our employees internalize concepts. For example, they report that they now make an effort to avoid single-use plastics at home. With 1,000 employees, that means at best 1,000 families are involved: And someone who is convinced by the concept appears much more authentic to the guest, thus enhancing the impact."

Anchoring sustainable alternatives to traditional practices in awareness

For Simon Stobbs, Chief B2B Sales Officer & South Africa Managing Director at Wilderness Group, the focus is on creating a local economy centered around the protection and preservation of nature and culture. "Ecotourism means that guests can see what they can achieve with their trip: Children who go to school because the families earn well." Emissions can be measured, but the pride of a family over an educated child cannot be. "The first time, guests may come without knowledge of our strategy. But the second time, they come consciously and appreciate how deeply we are connected with the people and nature on-site."