Luxury hotels and travel companies talk about the challenges of meeting customer expectations for five-star service while aiming to achieve key sustainability goals.
Industry insiders in the UAE said they had to walk a “fine line” when introducing eco-friendly measures at a time when guests were paying premium prices to stay and travel.
Even relatively small measures, such as lowering the water pressure in your shower or changing your bedding and pillows less frequently, can be seen as ways to save money rather than the environment, experts said this week in Dubai. The statement was made at the Sustainability Summit held at the Arabian Travel Market.
“Some things are inevitable when you’re in a luxury space,” says Noel Homsy, co-founder of UAE-based eco-hospitality company Envy Lodges. “Guests have certain expectations.
“For example, you can’t install a water flow regulator that reduces the pressure in the shower, because if your guests are paying a high price, they want a beautiful rain shower with plenty of water pressure.”
Anders Ellemann Christensen of Albatross Expeditions, which has been operating polar expedition cruises for the past 40 years, agrees.
“We try to optimize our water usage and interact with passengers, but we still face the same problem: If you pay a premium for something, there is a limit to how much you can use. there is.
“There’s a fine line between saying we’re doing this for sustainability and thinking our clients are just doing it to save money… It has to be authentic. No, otherwise it may seem empty.”
Abu Dhabi stand at Arabian Travel Market at Dubai World Trade Center. All photos: Victor Besa / The National
Guest engagement is key
Envy Lodges is building a collection of nine resorts around the world, from Oman and Saudi Arabia to Tanzania and Costa Rica.
Homsy said he and business partner Chris Nader founded the company “to save the planet and be as sustainable as possible.”
“But there are limits and we can’t do it alone. We need to partner with other companies within our value chain,” she said.
“There are constant discussions between us and our partners (suppliers, tour operators, travel agents, etc.) about how to source goods and materials locally, and we keep up to date with all new innovations. information is always kept up to date. [sustainable products] It will be put on the market. ”
While a lodge’s journey begins with design, development, construction and operation, there is no single sustainability regulatory body that certifies or oversees all these processes, Homsy explained. Therefore, Envi Lodges has developed its own sustainability guidelines that fall under seven pillars.
These include respecting the land, eating responsibly, protecting wildlife, understanding where resources come from and supporting local communities.
Each expedition incorporates a mandatory session where they watch videos about what’s happening in the Antarctic and Arctic, Christensen said, to educate clients and explain why it’s important to be an “invisible tourist.” He said he is doing so.
“People are initially frustrated by the mandatory briefings and the fact that they have to listen to two 40-minute biosecurity educational videos.
“It may not be ideal for luxury travelers, but at the end of the trip they often come back much changed after seeing the animals and seeing what they actually do. . Antarctica is a life-changing place.”
Contributing to the climate and local communities
Kiran Haslam, chief marketing officer of Saudi Arabia’s Diriyah Development Group, said tourists rarely behave as they would at home. “They think, ‘I paid for this, so I’m going to use this. I want my pillow to change every day,'” he says.
Diriyah, Saudi Arabia focuses on its natural beauty and cultural differences.bloomberg
“Not all travelers think along the lines of environmentalism as eco-warriors and think, ‘What’s my impact?’ They think, ‘I’ve been saving money all year to go on this vacation. I want to live my life to the fullest, but how to overcome this is always a big challenge.”
Nico Nicholas, CEO and co-founder of Trees4Travel and Trees4Events, said communicating your message at every point in a traveler’s journey can have a big impact.
“We have to recognize [that journey] It starts the moment you walk out your front door, get to the airport, get on the plane, get on the plane, get there, stay in a hotel, do whatever you need to do there, and then go home again.
“This is about our entire world, not just some regions. We need to address why we are not sustainable. We are separate and disconnected. ”
Tourists and tourism operators can also help by making small contributions to climate change, he added. “The biggest issue with sustainability is the cost of capital. If we can overcome that, we can invest together in projects that will help.”
In Dubai, which saw 87 million tourists last year, a few dollars per person could turn into nearly $200 million, he said. This can be used to fund needed community projects. “A village may be using a diesel generator, but they may want to replace it with solar power… If it’s a small investment, the money can come together very quickly.”
Focus on nature and uniqueness
Andrew Gardner, Deputy Director of Biodiversity Conservation at WWF, Emirates Nature, said it was essential for Middle Eastern countries to move beyond perceptions of glitz and glamor and focus on nature.
“Certainly the general perception of Dubai and the Middle East is that it’s a desert, a great place to visit shopping malls, theme parks, great hotels and restaurants, but it doesn’t really rank high when it comes to nature. That’s what it is.
“I think this is a real shame because this area has amazing biodiversity.”
But Haslam added that profitability is needed to get tourists to participate in activities that allow them to experience the Middle East’s nature.
“What is commerciality?” Tourism is about “getting as many people into a room as possible, charging them, kicking them out, and bringing in another group”…There needs to be a shift in understanding. Connecting with nature is so important, it’s what makes us human. So how do we bring that to the tourism industry?”
Haslam said it starts with education and looks at sustainability from a holistic perspective. “It’s not just waste management, it’s not just recycling, it’s not just energy consumption at grid points. It’s what we do to preserve our culture and preserve who we are. .”
He added that Diriyah, located in Riyadh province, focuses on what makes this region, with its centuries-old history, special.
“We rely heavily on what makes Saudi special and we deliver that to the world. If it’s snow fields, we go to Tabuk; if it’s date palm plantations or the Red Sea, we can work on it. That’s what we’re trying to bring to market.
“That’s what makes Saudi Arabia unique compared to other countries in the GCC. We recognize this and are opening our doors directly there.”
Noel Homsey (right) and Envy Lodges co-founder and business partner Chris Nader.Photo: Envy Lodges
Homsy said Envy Lodge also engages with the local community, injecting a piece of culture within each property.
“For example, Envi Jebel Akhdar in Oman has incorporated a souk and farmers market for local artisans to make crafts, cook, display their products, and sell to guests. .”
Haslam added that authenticity is the key to winning over guests.
“The more authentic you are as a human being, the more you can use every moment of your day as a force for good. That’s the secret.”
Updated: May 11, 2024, 3:00 AM
