While many hotels are placing sustainability at the heart of their operations, some, particularly in the high-end luxury segment, remain hesitant to fully embrace it in their daily practices. There’s still a lingering perception that luxury and sustainability don’t go hand in hand.
Luxury, after all, is about offering the extraordinary, delivering what’s desirable rather than essential, creating a sense of abundance and indulgence. It’s understandable that many hoteliers worry that adopting sustainable practices might dilute that carefully crafted sense of opulence.
In addition, as of July 2025, “sustainability” still isn’t a decisive factor for many guests when choosing one luxury hotel over another. In Europe, sustainability is a growing concern of everyday life, however, guests come from all over the world, and for many, it’s not a top concern, especially while on holiday or on a business trip.
And most importantly, sustainability is often associated with sacrifice: reduced service quality, fewer amenities, and an experience that risks feeling “less than the competition”. For a brand built on excellence, this can feel like a risk to both reputation and guest satisfaction.
But at FRHC , we know that this perception is outdated. Luxury and sustainability are not mutually exclusive, in fact, some of the most impactful sustainable practices are completely invisible to guests .
If Guests Don’t Care, Why Should I?
Let’s be pragmatic: sustainability is not just an ethical choice, it’s a financial one .
With rising costs across energy, water, food, and regulatory compliance, running a sustainable operation is often simply good business. Imagine cutting your energy bills by 30%. What would that do for your bottom line? Or slashing food waste to near zero?
In an era of inflation and growing operational costs, efficiency is key . The savings from sustainable practices can be reinvested directly into elevating the guest experience, enhancing quality, hiring more staff, or creating new personalized services.
And while today’s luxury guests (mainly Gen X and Baby Boomers) may not yet prioritize sustainability in their booking decisions, that is changing. Within the next decade, Millennials and Gen Z will become the primary customer base. These generations are significantly more invested in sustainable lifestyles, including their travel choices. Positioning your hotel ahead of the curve now is a smart, forward-thinking move.
So, What Can Be Done?
There’s no one-size-fits-all solution, but here are three key strategies luxury hotels can adopt to build a sustainable foundation, without compromising on experience.
- Start with Invisible Changes That Deliver Big Impact
Many luxury properties still operate with outdated infrastructure. Start with an energy audit: Is your building losing heat or cooling unnecessarily? Are your water fixtures efficient? Are your lights running 24/7 in public spaces?
Upgrading behind-the-scenes systems, like HVAC, lighting, and water can deliver major savings without your guests ever noticing a change.
- Prioritize Local Products and Energy Sources
A few decades ago, offering products flowing in from across the globe was the epitome of luxury. Today’s guests, however, are more likely to seek out hyper-local, artisanal experiences. Sourcing food, art, and amenities from the local region not only supports the community, but it also enhances the authenticity of your offering.
Explore renewable energy solutions like solar panels or wind turbines and consider capturing rainwater to irrigate gardens or green spaces. These initiatives are subtle, sustainable, and smart.
- Reinvest in Personalizing the Guest Experience
The money saved through sustainable practices doesn’t have to disappear into the budget. Use it to elevate the guest journey, whether that means upgrading to even higher-quality materials, offering bespoke in-room experiences, or hiring an extra concierge to enhance service personalization.
In the end, sustainability isn’t about offering less, it’s about doing more with greater care, intention, and creativity.
E.S.
