Keemala is a one-of-a-kind luxury resort located in the lush hills of Phuket, Thailand, where nature and sustainability are woven into every aspect of the guest experience. With its unique architecture inspired by four distinct tribes, the resort is a tribute to indigenous Thai culture, offering guests an opportunity to reconnect with nature.

From its eco-friendly villas to its commitment to preserving the surrounding environment, Keemala sets the bar high. The retreat has recently earned a spot on Luxury Lifestyle Awards’ prestigious list of Top 100 Sustainable Hotels and Resorts of the World.

At the heart of Keemala’s success is its General Manager, Jason Allen Villarino, whose visionary leadership has been pivotal in transforming the resort into a sustainable haven. In this interview, Villarino discusses Keemala’s sustainable practices, its commitment to luxury without compromise, and his personal vision for the future of eco-conscious hospitality.

The interview is led by Alexander Chetchikov, President of the World Luxury Chamber of Commerce. With over 16 years of expertise in recognizing premier luxury brands through the Luxury Lifestyle Awards, he provides valuable insights into the dynamic and evolving luxury industry.

Questions:

Alexander Chetchikov: Keemala’s unique design and philosophy have earned it recognition as one of the Top 100 Sustainable Hotels and Resorts. What specific elements of Keemala’s approach to hospitality do you believe set it apart in the sustainable tourism sector?

Mr. Jason Allen Villarino: Keemala’s recognition as a Top 100 Sustainable Hotel highlights its commitment to blending luxury with environmental stewardship. Key elements that set us apart include eco-conscious architecture inspired by nature, sustainable operations such as sourcing organic produce and reducing plastics, and a focus on holistic wellness and conservation. Additionally, Keemala integrates local culture and supports community initiatives, creating meaningful connections for guests while preserving Phuket’s natural beauty. This unique approach positions Keemala as a leader in sustainable tourism.

AC: As General Manager, you play a pivotal role in ensuring that sustainability is integrated into every aspect of Keemala’s operations. Can you share some of the key sustainable practices or initiatives that have been implemented at the resort?

JAV: At Keemala, sustainability is integral to our operations. We prioritize eco-friendly architecture, efficient waste and energy management, farm-to-table dining, and support for local conservation efforts. We proudly use 60% organic food sourced directly from our farm to create fresh, healthy dishes. Additionally, we ensure that all our suppliers align with our sustainability values by opting for plastic-free packaging before placing any orders. By engaging guests in eco-conscious experiences, we deliver exceptional stays while respecting the environment and local culture.

AC: Keemala is known for its immersive, nature-centric experiences. How does the property’s location and design contribute to its sustainability goals, while also offering guests a luxury experience?

JAV: Keemala’s location and design seamlessly blend luxury with sustainability. Nestled in a lush forest, the resort is thoughtfully built around nature, minimizing its ecological footprint through eco-friendly architecture that harmonizes with the natural surroundings. Elevated villas and thoughtful layouts preserve the landscape, while the design incorporates natural materials and passive cooling techniques. This connection to nature enhances guest experiences, allowing them to enjoy immersive, luxurious stays that align with sustainable living principles.

AC: What feedback have you received from guests regarding Keemala’s commitment to sustainability, and how does the resort continue to evolve to meet both luxury and environmental expectations?

JAV: Guests frequently commend Keemala for its dedication to sustainability, appreciating the seamless integration of eco-conscious practices with luxurious experiences. Feedback often highlights the resort’s use of natural materials, conservation efforts, and immersive nature-centric activities that enhance their connection to the environment.

To meet evolving expectations, Keemala continually innovates by adopting new sustainable technologies, refining eco-friendly initiatives, and engaging guests in its commitment to sustainability.

AC: Sustainability in hospitality has become increasingly important to both consumers and operators. From your perspective, what do you think are the most significant challenges in implementing sustainability in the luxury hotel industry?

JAV: The key challenges in implementing sustainability in the luxury hotel industry include balancing eco-friendly practices with guest expectations for opulence, managing high upfront costs, sourcing sustainable materials, aligning guest awareness with sustainability efforts, maintaining operational consistency, and ensuring staff engagement through ongoing training. Despite these hurdles, the increasing demand for sustainable luxury drives innovation and progress in the sector.

AC: The concept of eco-luxury is gaining momentum. How do you see sustainable practices influencing the future of luxury travel, and what changes do you expect to see in the industry over the next five years?

JAV: Sustainable practices will increasingly shape the future of luxury travel as eco-conscious travelers seek experiences that align with their values. Over the next five years, we can expect to see a stronger emphasis on reducing environmental footprints, such as more widespread use of renewable energy, waste reduction, and sustainable sourcing of materials. Luxury properties will likely incorporate more nature-driven designs, offer organic and locally-sourced dining options, and prioritize conservation efforts. Additionally, advancements in technology and green certifications will make sustainable practices more accessible and transparent, influencing both travelers’ choices and operators’ strategies.

AC: In your opinion, what are some of the most innovative trends in sustainable hospitality right now, and how do you foresee these shaping the future of the hospitality industry globally?

JAV: Sustainable hospitality trends include renewable energy, eco-friendly materials, zero-waste practices, and regenerative tourism. Smart technology for energy efficiency is also rising. These trends will set new standards in the industry, as travelers prioritize sustainability, making eco-conscious practices essential for competitiveness in the future.

AC: As a leader in sustainable hospitality, what advice would you give to other hotels and resorts looking to implement more eco-friendly practices, but without compromising on luxury and guest experience?

JAV: My advice would be to integrate sustainability gradually, starting with small, impactful changes like reducing waste, conserving water, and sourcing local, organic products. It’s important to maintain a balance by ensuring these practices enhance, rather than compromise, the guest experience. For example, using eco-friendly materials in decor can still create a luxurious feel. Communication is key—guests appreciate knowing how the resort contributes to sustainability, and when done right, it can become part of the luxury experience itself.

Thank you, Mr. Villarino, for taking the time to share your insights and for your continued dedication to sustainable hospitality at Keemala. It’s been a pleasure learning more about the resort’s remarkable journey and your vision for the future of eco-luxury travel.

Learn more about the Keemala experience by visiting https://www.keemala.com/, and https://www.keemala.com/green/ for more on their sustainability practices.