SO WHAT is Intelligent Luxury? Over the years the definition of luxury seems to have evolved beyond the simple message of reusing your towel. Hotels and resorts are now focusing on how to create unique memorable experiences while cultivating the environment and using local resources for a more sustainable approach to tourism.
At the recently concluded Arabian Travel Market seminar programme, the session on Luxury with a Conscience proved to be an interesting one as Ali Abu Monassar (Vision Destination Management Company), Michael Marshall (Minor Hotel Group) and Axel Jarosch (Six Senses Zighy Bay) discussed this seemingly potential paradox. How can affluent travellers experience first-class, deluxe holidays yet still contribute to making our world a better place?
Marshall explains some of their initiatives implemented for their hotels: “Our main brand is Anantara and we have resorts in the Maldives. People want to come there and relax and see the amazing sights of the golden sands and aqua blue waters, but we’re getting a lot of people on our ‘Adopt a Coral’ programme where we are basically showing people how we are replanting corals to protect the atolls. Also, in the Golden Triangle between Thailand, Burma and Laos, we have an elephant camp and this is attached to the hotel. It’s a real working camp where the local community trains and looks after the animals and attached to that is a working village where the wives of the elephant trainers do their weaving. This is a place where people can come and visit and actually some of the money that is made from the hotel goes toward supporting the camp.”
Similarly, Jarosch explains their approach: “Since the company was founded in 1995, we’ve been very actively involved in providing a clear direction in being socially responsible and interacting with the community as well as creating a learning programme. It starts off with our Social Environmental Responsibility Fund where this money is given back to community to help maintain and assist.”
With 0.5 per cent of monthly total revenue set aside for such causes by the resort and spa management company, such commitment would surely appeal to luxury travellers looking to contribute.
“We have noticed that the decisions of the conscious traveller have changed over the years,” continues Jarosch. “In the beginning, a lot of guests thought that luxury was defined by showing your wealth. This has developed to become more discerning, a little more discreet and the guests we receive in Six Senses want to go out and experience an emotion.”
Marshall adds his findings of high-end travellers: “People who travel at the luxury end are usually leading very busy lives and they probably want to contribute to the community they’re visiting in some way but perhaps don’t have the time.
We’re giving them the opportunity with some of the programmes to have a relaxed holiday but also get involved in learning and giving back.”
Abu Monassar sums it well when he states: “We have to encourage governments to invest in this side of hospitality because today we see investment into luxury that is about material things, such as the décor and the furniture, for example.
I think we need to invest in awareness of the local culture and you have to combine luxury with tradition.”
By Karen Osman