Responsible luxury

Industry leaders in the hospitality segment today are engaged with the sustainability agenda, but few recognise its transformational impact

The concept of luxury has metamorphosed over the last decade or so that luxury brands must have sustainable practices embedded in them. The word ‘Green’ is often misused, especially in the hospitality industry. Being ‘Green’ is but one of the aspects of responsible luxury. Responsible practices need to ensure a triple bottom line approach to business, taking into account, economic, social and environmental impact.

Luxury hotels are conventionally known to be indulgent. Therefore, while staying in luxury hotels, travellers may tend to burden themselves with the environmental and social impacts of their stay. The conscientious global traveller is aiming for responsible consumption and is seeking to endorse brands that enable him/her to do so. Consumers are looking for experiences that enrich them without compromising on self-indulgence. However, responsible luxury include sustainable design to ensure that products are eco-embedded, services are eco-easy and associates are eco-sensitised enabling brands to take on the mantle of ensuring a guest’s stay is planet positive.

Luxury status has moved from mere accumulation of wealth to how much one can give back to society. The new-age customers are also seeking unique, personalised, immersive, luxury experiences. Hence, this approach becomes even more pertinent in the current context as we move from ‘business as usual’ to ‘business that cares’. Here is where responsible luxury as a philosophy is relevant and a sign of the times. In the context of luxury hotels, it takes on the challenge of making luxury more meaningful with deeper roots in society and the environment.

The luxury status has moved from mere accumulation of wealth to how much one can give back to society

The pace of change will differ across the globe but we are approaching a tipping point. The largest opportunity and challenge today lies within the existing estates that dominate the hospitality sector in both the developing and developed world. It is here that the pace of change will be fastest and the need for change greatest. Initiated by regulation and changing stakeholder attitudes, soon, the political business and consumer sustainability agendas will have converged on the hospitality industry.

In the context of the travel and tourism space, there are but many facets to responsible luxury, that transcend the limited paradigms of ‘Eco’ or ‘Green to encompass a larger societal consciousness that is committed to bringing to the fore the culture and ethos of the destination. Working with local communities is an integral aspect of how Responsible Luxury comes alive at ITC Hotels. Having integrated ourselves into the fabric of the community we ensure that we share our learnings and aid in working towards an eco-system which is beneficial to all. Be it local neighbourhoods, schools, municipal corporations or tourism bodies, our endeavours are to be part of co-creative experiences.