The Real Meaning of Sustainability in Luxury Travel: Moving Beyond Greenwashing
Duncan Greenfield-Turk, VCTA
Creator of Inclusive, Indulgent Escapes | Bespoke Travel Specialist for the LGBT+ Community | Crafting Seamless, Personalized Journeys Worldwide
In recent years, sustainability has become a buzzword in the luxury travel industry. Travellers are increasingly aware of their environmental impact, and many now seek out eco-friendly options. However, not all sustainable claims are created equal. There's a significant difference between true sustainability and perceived sustainability, often referred to as greenwashing. In this thought leadership piece, we’ll explore what truly sustainable travel looks like, and how to differentiate it from the superficial efforts of greenwashing.
1. What is True Sustainability in Luxury Travel?
True sustainability goes beyond reducing energy consumption or banning plastic straws. It involves leaving a destination better off because of a traveller's visit, both environmentally and socially. This is achieved by creating travel experiences that contribute to the conservation of natural resources, support local communities, and promote long-term economic growth without harming the ecosystem.
Luxury properties that truly embrace sustainability incorporate it into every aspect of their operations. For instance, Singita lodges in Africa not only offer high-end accommodation but also invest heavily in wildlife conservation and community development. Their anti-poaching efforts and educational initiatives for local children ensure that tourism doesn’t just benefit the few but supports the entire ecosystem of the region
Similarly, The Brando in French Polynesia operates entirely on renewable energy, including solar power and coconut oil biofuel, while also funding marine life research. This blend of environmental responsibility and high-end service is a shining example of how luxury travel can leave a lasting positive impact.
Key Elements of True Sustainability in Luxury Travel:
2. Perceived Sustainability: The Trap of Greenwashing
Greenwashing occurs when companies use the appearance of sustainability to attract eco-conscious travellers without making meaningful changes. In luxury travel, greenwashing can take many forms, from marketing a resort as "eco-friendly" for simply installing energy-saving light bulbs, to creating the illusion of sustainability through exaggerated claims.
Some luxury hotels might tout their "green" credentials by focusing on small, visible changes, such as removing plastic bottles or offering guests the option to skip housekeeping services. While these efforts may reduce waste, they often fall short of making a tangible difference to the environment or the local community. In other cases, companies may engage in “carbon offsetting” initiatives that are poorly regulated or ineffective in reducing overall emissions.
This kind of perceived sustainability is not only misleading to travellers, but it can also have detrimental effects. When companies engage in greenwashing, they obscure the efforts of those who are truly committed to sustainable practices and misdirect resources that could be used to create lasting change.
Key Signs of Greenwashing:
3. How to Differentiate True Sustainability from Greenwashing
To distinguish true sustainability from greenwashing, travellers need to dig deeper into the practices of luxury resorts, tour operators, and travel companies. Here are a few ways to identify genuine sustainable efforts:
1. Research the Destination's Impact
True sustainability means giving back to the community and ensuring the protection of the local environment. Look for companies that are transparent about their contributions, such as community education programs, wildlife protection initiatives, or efforts to reduce the local carbon footprint. Many truly sustainable companies will provide reports or case studies that highlight their ongoing work.
2. Evaluate Their Environmental Commitment
Check if the property or company actively works to reduce its environmental footprint. Do they rely on renewable energy sources? Do they recycle water or support reforestation projects? For example, many lodges in South Africa, like Grootbos, focus on reforestation and restoration of natural landscapes, while also providing agricultural training to local communities
3. Check for Legitimate Certifications
Look for trusted sustainability certifications such as EarthCheck, LEED (Leadership in Energy and Environmental Design), or B Corp status. These certifications require a rigorous process of verification and are awarded by reputable third-party organisations. Be wary of companies that only display vague eco-labels or avoid detailing their environmental and social impact.
4. Look for Long-Term Investments
True sustainability focuses on long-term impact rather than short-term fixes. Seek out properties and operators who have invested in sustainable practices over time, such as restoring natural habitats, funding local schools or healthcare systems, or reducing dependence on non-renewable resources.
4. Why True Sustainability is the Future of Luxury Travel
As the demand for eco-conscious travel continues to grow, luxury travellers have a unique opportunity to be agents of change. Travelling sustainably does not mean sacrificing comfort; in fact, many luxury experiences that embrace true sustainability offer a richer, more meaningful connection to the destination.
By prioritising experiences that give back to the environment and local communities, travellers not only help to preserve the beauty and culture of the places they visit but also support a growing movement toward responsible, ethical tourism. The future of luxury travel lies in this balance between indulgence and responsibility.
At Global Travel Moments, we are committed to creating journeys that reflect the true essence of sustainability. We carefully vet each property, tour, and destination to ensure that they align with our values of responsible travel. We believe that luxury should leave a lasting legacy, one that benefits both the traveller and the world they explore.
Conclusion: Moving Beyond Greenwashing
The line between true sustainability and perceived sustainability is clearer when you know where to look. True luxury travel isn’t just about offering eco-friendly options—it’s about making sure that travel leaves a destination better off. By demanding transparency, engaging with local communities, and supporting initiatives that focus on long-term positive impact, we can redefine what it means to travel sustainably.
As a luxury traveller, you have the power to make choices that not only enhance your personal journey but also contribute to a more sustainable and ethical travel industry. The key is to look beyond the surface and ask the right questions. After all, true sustainability is about more than just appearances—it’s about lasting change.
If you’re ready to explore the world through a lens of true sustainability, we at Global Travel Moments are here to guide you.
Thank you for addressing this important distinction between true sustainability and greenwashing in travel. Just as you pointed out, real sustainability goes beyond superficial fixes and looks at deeper impacts, from supporting local communities to protecting ecosystems and creating long-term positive impacts. At Plastic Bank, we see firsthand how transparent, meaningful actions—like supporting collection members to contribute to?#EndingPoverty?and?#StoppingPlasticPollution— build lasting change for people and the planet. When luxury travel aligns with true sustainability, it creates unforgettable journeys that make a real difference. https://plasticbank.com/
Great article and so true.
Very interesting article! You're right, it's so important to promote transparency in sustainability, especially in luxury travel. One of the best ways to support sustainability is by flying less and exploring alternative ways to travel.??