Cover The luxury sustainable travel and eco-tourism market is booming (photo: Unsplash / Robin Noguier)
The luxury sustainable travel and eco-tourism market is booming (photo: Unsplash / Robin Noguier)
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Luxury sustainable travellers are placing greater emphasis on ecological conservation when planning their journeys.
The United Nations Tourism Organisation defines sustainable travel as taking into account economic, social and environmental impacts, both present and future, while meeting the needs of visitors, the industry and local communities.
A report titled The Future of Luxury Travel by Deloitte reveals that the luxury eco-tourism sector is expanding rapidly. It also highlights that, beyond premium services, affluent sustainable travellers are increasingly inclined to support initiatives that preserve natural habitats and protect endangered wildlife.
Nevertheless, luxury holidays have often been criticised for excessive resource consumption and their environmental toll. While demand for such getaways remains high, travellers are becoming more mindful of their footprint, seeking ways to support conservation efforts as part of their experience. A survey by Virtuoso found that 74 per cent of luxury travellers are willing to spend more to support sustainability while on holiday. In this article, Tatler explores the evolution of luxury sustainable travel and its potential for the future.
Luxury travel paired with ecological conservation
Above Six Senses is among the luxury resorts operating according to sustainable principles
According to Booking’s Sustainable Travel 2024 report, 96 per cent of Vietnamese travelers said sustainability is important to their travel decisions. The report also found that 94 per cent of respondents said they want to take sustainable trips in the next 12 months.
Additionally, according to the Global Travel Trends report released in 2022 by American Express, 81 per cent of respondents expressed their desire to contribute to the local community with the money they spend on travel. It can be seen that luxury travelers want to find the right choice to have a high-end and personalised experience, while also making a practical contribution to the environment and the locality.
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As a result, many travellers are showing a preference for upscale destinations located within nature reserves. These experiences offer an escape into the natural world, where relaxation meets responsibility, and moments of serenity come with a sense of purpose. For instance, &Beyond offers luxury wildlife safaris where guests can observe pangolins alongside researchers, and take part in various conservation-focused activities.
Another example is Indagare, a luxury travel company that has won praise for its commitment to donate 1 per cent of its revenue to Long Shield Lion Guardians, an initiative that protects lion populations near Zimbabwe’s Hwange National Park.
Several luxury resorts also incorporate sustainability without compromising on comfort. Six Senses, for example, has established a Sustainability Fund that supports projects aimed at safeguarding local ecosystems and cultural heritage. Guests enjoy world-class hospitality while knowing their stay aligns with eco-conscious values. The resort’s organic garden helps reduce plastic waste by reusing packaging and minimising environmental impact across its supply chain.
Reduce emissions when travelling by private plane
Luxury travellers are also becoming more discerning when it comes to how they get around. Data from the non-profit European Transport and Environment Organisation indicates that travelling by private jet can be between four and fifteen times more polluting than flying commercially.
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Encouragingly, despite the scrutiny, private jet users have opportunities to support a greener aviation industry without foregoing the comfort and flexibility they’re accustomed to. Jetex, a Dubai-based private jet company, has announced its ambition to reach net-zero carbon emissions by 2025. Since 2021, Jetex has collaborated with oil firm Neste to supply passengers at Helsinki Airport with sustainable aviation fuel.
Adel Mardini, CEO of Jetex, has stated the company’s goal is for its fleet to eventually operate entirely on eco-friendly fuel. This presents an opportunity for luxury travellers to play a role in the advancement of sustainable aviation technology, potentially paving the way for wider adoption across commercial airlines.
Travellers can also take matters into their own hands by calculating the carbon footprint of their private jet journeys. Many operators now offer online tools that make it simple to assess the environmental cost of each flight.
Contribute to local economic and cultural development
Environmental awareness is just one aspect of the new luxury travel ethos. Increasingly, high-end travellers are placing greater value on the long-term economic and social well-being of the destinations they visit. A major concern within global tourism is economic leakage—where revenue generated by tourism ends up in the hands of large foreign corporations or is spent outside the local economy.
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This phenomenon arises for various reasons, including resorts employing international staff or sourcing imported goods rather than hiring locally and using regional materials. In response, many travellers are now seeking more authentic experiences curated by local communities. A number of luxury resorts are also forming partnerships with grassroots organisations to offer activities such as kayaking, nature hikes, culinary tours and wildlife excursions.
As guests immerse themselves in local culture and connect with residents, they often develop a deeper understanding of how tourism can support sustainable development. This awareness, notes Colin Heinrich, Vice President of Global Impact at Indagare, has the potential to inspire others to approach travel more consciously and to choose luxury experiences that are both enriching and responsible.
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