Visionary Luxury Hoteliers Showcase How Tourism Can Help Improve the World
Luxury tourism is increasingly being positioned as a force for positive global change, addressing urgent challenges such as climate change, biodiversity loss, intercultural understanding, and nature conservation. At ITB Berlin, leading figures in luxury hospitality presented innovative concepts demonstrating how high-end tourism can contribute meaningfully to society.
Visionary hoteliers emphasized that luxury is no longer defined solely by comfort and exclusivity, but by purpose, responsibility, and long-term impact. By rethinking traditional hospitality models, these pioneers aim to reshape how travelers engage with destinations, communities, and the environment.
Creating Conscious Connections with Place and People
Henning A. Schaub, General Manager of eriro Alpine Hide in Ehrwald, highlighted the importance of grounding guests in their surroundings. Accessible only by gondola and on foot, the hotel deliberately removes common distractions. Guest rooms have no televisions, and Wi-Fi is not automatically provided, encouraging visitors to consciously engage with their environment.
The hotel’s Zero Waste Kitchen, where all waste must be transported back down the mountain, further reinforces awareness. According to Schaub, these measures prompt guests to reflect on where they are, how resources are used, and how local communities live and work—often influencing behavior long after the stay ends.
Educating Guests and Empowering Employees
Zoran Pejovic, Chief Growth & Strategy Officer at Losinj Hotels & Villas in Croatia, stressed the transformative power of education. While guest learning is valuable, Pejovic emphasized that employees play an equally important role in spreading sustainable practices.
He noted that staff members increasingly adopt environmentally responsible habits, such as avoiding single-use plastics at home. With nearly 1,000 employees, this creates a ripple effect across families and communities, making sustainability more authentic and impactful for guests.
Building Local Economies Through Conservation
Simon Stobbs, Chief B2B Sales Officer and South Africa Managing Director at Wilderness Group, explained how ecotourism can anchor conservation within local economies. By linking tourism revenue directly to education, employment, and environmental protection, guests can clearly see the benefits of responsible travel.
While emissions and metrics can be measured, Stobbs noted that the pride of families whose children can attend school due to tourism income reflects an impact that goes beyond numbers. Repeat visitors, he added, increasingly return with a conscious appreciation of the deep connections between nature, culture, and community.
Redefining the Role of Luxury Tourism
The discussions at ITB Berlin underscored a growing shift within luxury hospitality—from indulgence toward impact-driven travel. By embedding sustainability, education, and conservation into their operations, visionary luxury hoteliers are demonstrating how tourism can play a meaningful role in improving the world.
