LUXURY
GOES
GREEN
LUXURY
GOES
GREEN
LUXURY
GOES
GREEN
"SUSTAINABILITY
AND LUXURY DIDN’T NECESSARILY ALWAYS GO TOGETHER."
Department Manager, Mercedes-EQ Brand Management & Technology
The world’s most premium brands are putting sustainability first — and providing elegant experiences for conscientious consumers at the same time.
For many years, the concepts of luxury and sustainability have seemed mutually exclusive. When many people imagine sustainable travel, they often picture sparse campsites or unequipped cabins. When they think about sustainable dining, meager and flavorless meals come to mind. And when they imagine driving an electric vehicle, they resign themselves to sacrificing grace and speed to mitigate emissions.
But no longer. In 2021, luxury brands across industries are finding new ways to bridge the gap between sustainability and elegance, driven in part by consumer demand. A majority of global consumers now believe that companies have an important role to play in improving the environment, and two-thirds say they’re willing to pay more for sustainable goods. At the same time, luxury companies have found new ways to cut down on CO2 emissions and utilize sustainable materials — all while providing discerning customers superior experiences as they travel, dine and drive.
Here’s a deeper look at how luxury leaders are integrating sustainability into three major industries — without sacrificing elegance or experience.
LUXURY TRAVEL
GOES
Travel may be a balm for the soul, but hotels and air travel can also take a toll on the planet. Luxury travelers are seeking more sustainable ways to see the world.
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CARBON OFFSETTING
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EMBRACING LOCAL LUXURY
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GREEN
HOTELS
“About 78% of our travelers have said it’s somewhat to very important to them to choose hotels, cruise lines or travel companies with a strong sustainability policy already integrated into their business models,” said Jessica Hall Upchurch, sustainability ambassador with Virtuoso, a global network of agencies specializing in luxury and experiential travel.
Increasingly, luxury travel companies are putting sustainability at the very heart of what they do. For example, many hotels and high-end travel companies have embraced carbon offsetting initiatives — that is, investing in clean energy or other green projects to help cancel out the environmental impact of globetrotting. One company recently became the world’s first carbon-neutral tour operator, which creates premium travel experiences (think: spending an evening under a blanket of stars on the Sahara or embarking on a chef-led foraging tour through the wilds of New Zealand) while simultaneously pursuing science-backed sustainability goals.
High-end staycations and home swaps are another key sustainable travel trend, as more consumers have become familiar with data showing the impact that simply taking a long flight can have. Instead of jetting off to a luxury hotel, many travelers are embracing high-end home swaps, with properties closely vetted by brokers to ensure they have great views, top-of-the-line appliances and high-end furnishings.
But while luxury home swaps may be on the rise, for many discerning travelers nothing can replace the joy of checking into a hotel to recharge — particularly now that a growing number of world class hotels have made huge investments in green energy and sustainable design. In one new hotel in Mozambique, for example, 90% of the stunning private bungalows were built using renewable energy. The hotel also has a regenerative mangrove reforestation plan.
“Travelers know there are ways to minimize our waste. There are ways to decrease our carbon footprint, and there are ways to engage with local communities,” said Upchurch. “While at the same time, you can really enjoy yourself and have a truly wonderful vacation.”
A NEW ERA OF
Sales of electric vehicles have skyrocketed in the U.S., tripling between 2016 and 2020, and more drivers are making the switch every day. Fortunately, for those who are accustomed to the premium experience of a luxury vehicle, making the switch to electric no longer means forgoing performance or style.
350 MILE EPA RANGE RATING
CARBON NEUTRAL PRODUCTION MANNER
CHARGE 10% — 80% IN 30 MINUTES
AI-ENABLED MBUX HYPERSCREEN
BUILT USING RESOURCE-SAVING MATERIALS
HEPA CABIN AIR FILTRATION
Bridging the gap between elegance and sustainability as the first fully electric luxury sedan from Mercedes-EQ, the all-new EQS typifies a new more progressive vision of luxury, built with a focus on sustainability that goes beyond eliminating tailpipe emissions. The EQS was produced in a carbon-neutral manner as Mercedes-Benz works toward ensuring all of its plants are carbon-neutral by 2022. The EQS has a 350-mile EPA range rating and can charge from 10% to 80% in just 30 minutes, and the 2022 EQS 450+ sets the record on Edmunds’ real-world range loop. It also incorporates resource-saving materials, like carpets made from recycled yarn, while many larger components, like the inner wheel arches, are made from recycled plastic. Even the battery cells used in the EQS are produced in a carbon neutral manner.
But the unique features that make the EQS better for the planet also make it a better experience for the driver. The EQS has an expressive, cutting-edge look, helping make it the world’s most aerodynamic production car. The interior experience is serene, featuring the innovative MBUX Hyperscreen that employs artificial intelligence and melds into the interior, as well as smartly-designed and luxurious seats.
“We want it to feel like you're stepping inside a cocoon of quality and technology,” said Mukhtar Voss, Supervisor, Mercedes-EQ Brand Management. LED ambient lighting in the dash, doors and even the seats comes in 64 different colors drivers can change. The available four-stage filtration — with a HEPA filter — can help purify the cabin air, which can even be paired with aromatherapy and massaging front seats.
In so many ways, the EQS raises the bar for what progressive luxury can and should be: intelligent, elegant and sustainable.
"We say, ‘electric now has a Mercedes,’" said Schmidt. "And the EQS really is a Mercedes through and through. You don’t have to compromise on any of the characteristics that our customers are looking for — and the car drives with zero emissions."
FINE DINING
REDUCES
Many high-end restaurants have focused on sustainability for years, pivoting to a farm-to-table approach that can help lessen emissions and investing in top-of-the-line energy efficient appliances. But these days, the finest restaurants in the world are doing so much more.
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SUSTAINABLE DESIGN
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PIVOTING TO PLANT-BASED
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GOING ZERO-WASTE
[Restaurants] are going one step further and really embedding sustainability into the fiber of their establishments,” said Thea Halstead, editorial director at Elite Traveler Magazine.
One major area of focus is sustainable building design, with world-class restaurants coming up with innovative ways to make their physical spaces greener. Halstead cites a Michelin 3-star restaurant in Spain that is in a LEED-certified, bioclimatic building that utilizes solar panels and geothermal energy. Rooftop gardens act as a climate buffer to reduce the need for heating during the winter.
Other establishments that sit on the venerable list of the World’s 50 Best Restaurants have taken steps to promote sustainability by embracing plant-based menus. In New York City, one of the world’s most acclaimed restaurants recently pivoted to an all-vegan menu, reflecting the fact that 14.5% of global greenhouse emissions come from livestock. Fine dining experts have said it is likely to inspire other restaurants around the world to follow suit.
Finally, many top restaurateurs are looking to become truly waste-free. At one UK-based restaurant, the staff has essentially created an internal ecosystem: all ingredients are sourced locally and delivered package-free. Any leftovers are composted using an aerobic digester. Even the plates are made using recyclable bags.
"Restaurants [are] beginning to see that this isn’t an afterthought, this isn’t a bonus,” Halstead said. Responsible practices, she added, “are non-negotiable."
