The Mechanics Behind the Trend of 'Sustainable Luxury'
Travelers increasingly prioritize sustainable travel options, willingly paying a premium Discover how the concept of 'sustainable luxury' works
Midtown Manhattan's streets are a chaotic mix of hot dog vendors and taxi cabs, upscale boutiques and tacky gift shops, tourists and locals. In the midst of this hustle and bustle, there is a three-story living wall of English ivy, a small oasis of urban tranquility growing on the side of a building. Those who glance upwards on the northeast corner of 58th Street and Sixth Avenue are greeted with a reminder that nature can flourish even in this bustling city.
Founded almost ten years ago, 1 Hotels is a luxury brand that focuses on sustainability, with properties located in urban centers and beachfront destinations. The brand aims to offer high-end luxury experiences with minimal environmental impact. Their flagship property, 1 Hotel South Beach, opened in 2015, followed by two additional hotels in New York later that same year.
There is a growing interest among travelers for sustainable travel options, and many are willing to pay extra for it. According to Euromonitor's Sustainable Travel Index from August 2023, nearly 80% of travelers are willing to pay at least 10% more for accommodations with sustainable features.
Google Search data reveals that the term "sustainable hotels" has been on the rise for the past five years. Additionally, Google now displays an eco-label in hotel search results for properties that have been certified by a reputable third-party group, collaborating directly with organizations such as the U.S. Green Building Council (which offers LEED - Leadership in Energy and Environmental Design - ratings).
Hilton
How a neglected building was transformed into Americas greenest hotel
The 1 Hotel Central Park outpost, like its nine sister properties worldwide, embraces a high-low philosophy by incorporating the natural world and utilizing reclaimed materials. In addition to the lush exterior greenery, the hotel used redwood staves from NYC water tanks and timbers from local barns in the construction of guestrooms. Custom-made headboards, hemp-blend mattresses, and delicate, hypoallergenic organic linens are also featured in the 60 guest rooms, which offer cushioned window seats with views of Central Park.
All 1 Hotel properties are LEED or BREEAM certified, with all US locations being carbon-neutral. Raul Leal, CEO of SH Hotels & Resorts (the company that owns 1 Hotels) states that the brand's core founding principle is to connect to the natural environment, based on an individual property's surroundings.
The "green wall" at the 1 Hotel Central Park.
1 Hotel Central Park
"Sustainability is ingrained in the very core of our brand, woven throughout all of our hotels," he explains. "We firmly believe that prioritizing sustainability and embracing nature doesn't require sacrificing design, functionality, or luxury."
The flagship property, 1 Hotel Hanalei Bay, located on the lush Hawaiian island of Kauai, underwent an extensive, years-long renovation project that focused on minimizing the use of new materials to reduce its carbon footprint. The expansive luxury resort, which opened in 2022, collaborated with RE-use Hawaii, a company specializing in "deconstruction," to salvage over 144.6 tons of existing furniture, fixtures, and equipment from the previous construction.
Leal emphasizes that environmental consciousness is integral to their operations without being overbearing to guests. He mentions that they look for daily chances to make a difference, subtly integrating their mission into the customer experience. For instance, they offer a shower timer to encourage water conservation and provide access to fully electric Audi house cars for the guests to use and even test drive.
Some properties feature a lobby farmstand with imperfect produce that producers would otherwise discard. Your environmentally friendly hotel may not be as environmentally friendly as you think.
Each 1 Hotel is committed to a sustainability and social impact program, allowing guests to donate gently used clothing upon check-out. These items are then given to local charity partners, including New York City's Housing Works, which supports individuals living with and affected by HIV, AIDS, and homelessness.
1 Hotels is not the only luxury brand prioritizing sustainability.
Six Senses, a luxury hotel and resort chain from Thailand, has established a "Sustainability Fund" as part of its commitment to allocate 0.5% of its overall revenue, 50% of house-bottled water sales, and 100% of soft toy sales and donations to support habitat restoration and community development in the areas where they operate.
Similarly, Banyan Tree, a global brand of eco-friendly hotels and resorts, offers the "Greater Good Grant" to support nonprofits dedicated to preserving the destinations, cultures, and communities where the company operates. Banyan Tree also releases an annual sustainability report, now in its 17th year.
Luxury brands such as Six Senses, Banyan Tree, and 1 Hotels must prioritize sustainability at the individual level, beyond just dedicated funds, certifications, and overall environmental stewardship. For hospitality companies that embody sustainability and luxury, a certain "have-your-cake and eat-it-too" mindset is necessary. However, this level of commitment comes at a high cost. For example, Six Senses Ibiza, the first BREEAM-certified resort in the Balearics, has a starting rate of $1,050 per night, while 1 Hotel Central Park starts at a more modest $432 per night.
Zeal believes that personal wellness is an essential part of living in harmony with nature. This philosophy guides our programs for fostering wellness, promoting whole-body health, and enhancing spiritual fitness. At 1 Hotels, we offer the Bamford Wellness Spa, which provides a variety of holistic treatments, services, and classes.
