???? Exploring Montenegro's sustainability landscape– Interview with The Chedi Lu?tica Bay General Manager

??? 14 December 2023 | Andjela Djokic ( Green Destinations Ambassador, #Montenegro)

At the nexus of gentle azure seas and majestic mountains, you’ll find The Chedi Lu?tica Bay a Bay — a luxury 5-star hotel. Located on the magnificent Montenegrin coast 16 km from Tivat, The Chedi Lu?tica Bay welcomes travellers to unwind amidst authentic, breathable luxury.

As a member of The Leading Hotels of the World , this hotel encompasses 111 exquisite rooms and suites, two restaurants, two bars, versatile meeting facilities, a private beach, an Asian-inspired Spa, an indoor pool, and an outdoor infinity pool. From the culinary artistry to the thoughtful guest amenities, The Chedi Lu?tica Bay offers everything you could expect from one of the most exclusive luxury hotels on the Adriatic coast, brought to life with genuine hospitality and flawless service that has anticipated your every need.?

In line with the global trend towards sustainable and eco-friendly travel, The Chedi Lu?tica Bay Hotel is dedicated to promoting responsible tourism practices. The resort has implemented various measures to minimise its environmental impact, such as using energy-efficient technologies, water conservation initiatives, and waste management systems. Additionally, the hotel actively supports local communities and endeavours to preserve Montenegro's natural beauty and cultural heritage.

Today, we had the pleasure of talking with?Mr. Jan T. Albers , the general manager of this fantastic venue that excels with its service, sustainable approach to travel, love for the local community, and dedication to its employees.

Andjela Djokic - Would you share how you see Montenegro's tourism development so far and in the future?

Jan T. Albers - Montenegro has experienced significant growth in its tourism sector over the past decade. Known for its stunning landscapes, beautiful coastline, five national parks , enchanting mountains, and historical sites, Montenegro has been attracting increasing international visitors.

In recent years, the country has made efforts to promote tourism and improve its infrastructure, increasing tourist arrivals and revenues. The coastal towns of Budva, Kotor, Tivat and Herceg Novi have become popular destinations due to their picturesque beauty, historical charm, and vibrant nightlife. The Bay of Kotor, a UNESCO World Heritage site, is a major draw for tourists.

Furthermore, Montenegro has been investing in luxury tourism and high-end resorts. The construction of luxury hotels and marinas has attracted affluent travellers, boosting the country's reputation as an upmarket tourist destination. Lustica Bay, Porto Novi and Porto Montenegro have become symbols of Montenegro's luxury tourism aspirations.

In addition, Montenegro is investing in its winter tourism sector to promote skiing and other winter-related activities. Popular ski destinations like Kola?in and ?abljak are being developed to attract international winter sports enthusiasts.

Overall, Montenegro's tourism development has been promising, focusing on luxury tourism, coastal attractions, and upcoming nature-based and winter tourism initiatives. The country's success in attracting tourists in the future will depend on its ability to adapt to changing travel trends and consistently provide high-quality experiences to visitors. I firmly believe that our little piece of paradise must focus on sustainable, mindful tourism. The biggest asset Montenegro has is its natural beauty . We must look after it rather than exploiting it.

Every infrastructural project and every investment need to have this in mind. Not only for tourists but for generations to come. There is no Planet B.

Andjela Djokic - How beneficial is your business towards the local community, and can you name some of your activities and their concrete impacts up to this moment?

Jan T. Albers - My team and I believe in the power of responsible luxury travel. Our commitment to sustainability extends to the environment, our community, and the culture. We're honoured to be recognised as a Sustainability Leader, and here's what that means:

• Environment - We're dedicated to mindful resource consumption and renewable energy. Our property prioritises native plant species to protect the beauty of our surroundings and will harness solar power soon. We even invest in Green Rooftops, and we are the 1st candidate in Montenegro to reach the Zero Waste model.

• Community - We're deeply involved with our local community, providing jobs, promoting personal growth, and supporting local farmers and artisans. In my opinion, setting an example and upgrading the local community is the least big companies in tourism can do to improve living conditions and reduce the unfavourable effects of mass movements caused by attractive travel destinations.
• Culture - We cherish our destination's rich history and traditions. We offer our guests immersive experiences in local culture, art, and cuisine while preserving sites of cultural significance.

Andjela Djokic - How do you maintain a sustainable approach to your business?

Jan T. Albers - In today's consumer world, especially after facing such a strong punch with the pandemic, regeneration of the natural environment is a must! Our hotel’s fabulous Green Team has started a campaign?called #InTouchWithNature, which I am enthusiastic about.

#FarewellToPlastics?comes with our eco-friendly water purification systems and reusable The Chedi bottles that offer a sustainable solution to water provision, eliminating the need for single-use plastic water bottles.?

Part 2 is all about?#GreenHousekeeping?and how we do it. From the Save The Planet - towels and linen reuse to reusable dispensers and biodegradable room amenities, we educate, preserve and regenerate through this campaign.

Additionally, permaculture is our culture! Why not plant and let grow all we can in our garden while getting the rest we need from the local community? Great idea!?

Also, since 2018, The Chedi Lu?tica Bay garage has had?Tesla?Destination Chargers, one of the first in Montenegro. With continuous improvements over the years, we now have the greatest EV-charging infrastructure in Montenegro with 3 x Tesla Destination Chargers (Type 2), 2 x Porsche AG Destination Chargers (Type 2) and 1 x Universal socket (heavy current). No need to say - charging is complimentary to all our guests!

Andjela Djokic - Are you a member of any networks, groups or similar, which are dedicated to sustainable tourism development?

Jan T. Albers - The Chedi Lu?tica Bay Hotel is now a proud member of the Sustainability Leaders Collection by?The Leading Hotels of the World?as the 1st and only hotel from Montenegro. We're thrilled to be part of the Sustainability Leaders Collection, driving the future of sustainable luxury travel.?

Another recognition of The Chedi Lu?tica Bay that we are proud of is the Virtuoso Hotels & Resorts Program. This is not just a milestone; it's a testament to our commitment to excellence.

We're flattered to be part of this prestigious community that shares our passion for unparalleled hospitality. This achievement results from our remarkable team's hard work and dedication, who consistently go above and beyond to ensure our guests have exceptional experiences.

Also, I am happy to share that The Chedi Lu?tica Bay, as part of? Orascom Development , is the 1st candidate for gaining the?#ZeroWaste?certificate amongst travel companies in Montenegro. Finally, I am delighted that our endeavours were recognised by? Great Hotels of the World , who recently awarded us the Sustainable Future Award.

Andjela Djokic - Do you pay attention to educating your guests and local community on how to be better travellers and hosts?

Jan T. Albers - #InTouchWithNature?is a natural addition to our concept #BackToNature, established in 2020 during the lockdown and the 1st wave of the COVID-19 pandemic. Since then, supporting an active lifestyle has become our mission, and the outdoors has become our greatest luxury!?

By offering an incredible 10+ outdoor activities, we have directed our guests to notice the heritage of the natural values of our destination, all to increase the quality of both - our services and their vacation. Vacation today means experience, understanding of a different lifestyle and involvement in it, so we work hard to delight returning guests and take the breath away of those who visit us for the first time.

Our?#GreenTeam?drove recycling, reusing, and reducing initiatives at the resort, taking effect on all operations, employees, and visitors of The Chedi Lu?tica Bay.

I am even happier to say that with all our?#sustainability?efforts, we also have destination management in Lu?tica Bay, which focuses on sustainable construction and spreading the townlet by preserving the local area, customs, and traditions.?Plus, we are in the heart of the city of Tivat, which, thanks to the efforts of the Green Team 2020-2022, became the first destination in the Western Balkans to be bronze awarded by Green Destinations.

Andjela Djokic - Any recommendations for future tourism in Montenegro?

Jan T. Albers - The whole world is talking about the future of tourism, but I believe that the future of tourism is what we live in today, and we need to follow up for future improvements of the current state. Therefore, I believe that the Future of Tourism is Now:

• Sustainable and Eco-friendly tourism - More and more travel businesses are making their actions and operations sustainable with a big accent on eco-friendly tourism not only because they made up their mind, but also because the travellers' demand has changed, and a modern, conscious traveller is visiting places that pay attention to environment protection.
• Personalised Experiences - Commercial stories are behind us. New generations of travellers seek experience, and it’s not about the product or service you sell and their overall characteristics. It is more about how these products make travellers feel and what feelings and emotions these services awaken. Mass tourism is a simple past.?
• VR & AR - Advancements in VR and AR technologies can potentially transform the tourism industry. Virtual tours, interactive museum experiences, and destination previews can be delivered through VR and AR, allowing travellers to explore and experience places remotely.

• Off-the-beaten-path Destinations - Mass tourism zones could be more interesting for modern travellers. They usually seek places to meet locals, join the community, experience the lifestyle, and get familiar with the area's natural treasures.
• Tech Integration - Innovations like artificial intelligence, robotics, and the Internet of Things (IoT) can streamline processes, enhance efficiency, and improve customer experiences. For instance, chatbots and virtual assistants can provide instant support and information, while smart devices and digital platforms can facilitate seamless travel experiences.
• Health & Wellness Tourism - The pandemic changed how we see travel. Now, more and more people decide to travel to meet their needs in wellbeing. Travellers prioritise wellness retreats, nature-based experiences, and medical tourism, and this trend is likely to stay.
• Value, not Volume - Finally, and potentially the most important, today's traveller wants to understand your value proposition. And rightly so! I have discussed this with many colleagues in the Balkans region over the last few years. The affluent traveller is willing to pay a premium - for the premium. Never forget to add value to your pricing, and not vice versa. In the end, it's that simple!

Overall, I would say that we quite now live in the future of tourism, the one we talked about in the last several years. On the other hand, the real future of tourism will depend on various factors, including global events, technological advancements, and evolving consumer preferences.

Thank you, Jan, this was so inspiring! We wish you good luck in the future years of your work, and we wish The Chedi to set the path for the others in following SDGs.