In this exclusive interview, Alexander Chetchikov, President of World Luxury Chamber of Commerce, speaks with the General Manager of Sofitel Krabi Phokeethra Golf & Spa Resort, Jonathan Rudd, who shares insights into the resort’s remarkable achievement in being named among the TOP 100 Sustainable Hotels and Resorts of the World by Luxury Lifestyle Awards. The following interview explores both luxury hospitality and the resort’s commitment to sustainability, reflecting its dedication to excellence in both areas.

Alexander Chetchikov: Jonathan, Sofitel Krabi Phokeethra Golf & Spa Resort has just been named one of the TOP 100 Sustainable Hotels and Resorts of the World. How does it feel to be recognized for your outstanding sustainability efforts?

Jonathan Rudd: On behalf of the management and staff, we are extremely proud of this achievement, which reflects our dedication to sustainability at Sofitel Krabi Phokeethra and our consistent implementation of sustainability initiatives at the resort. We are also deeply grateful to our guests for their enthusiastic participation in our efforts to become a leading sustainable property.

AC: What role do you believe luxury hospitality plays in promoting sustainability, and how does Sofitel Krabi Phokeethra balance luxury with eco-consciousness?

JR: It is widely recognized that the tourism industry currently accounts for 9–12% of global emissions. As a luxury property situated on one of the world’s most stunning coastlines, we have a responsibility to lead a shift in mindset regarding how we conduct our business and to mitigate the environmental impact of our presence. Sustainability is no longer about implementing a few isolated projects but about fully integrating environmental practices and policies into every aspect of the hotel’s operations, thereby creating a truly sustainable business model.

In the realm of luxury hospitality, there is an increasing demand from guests for properties that actively engage in environmentally conscious practices and policies.

At Sofitel Krabi Phokeethra, our ultimate goal is to make a positive contribution to society—supporting the local economy around our property, minimizing our environmental footprint, and prioritizing people and nature as the core of our sustainability strategy at Sofitel Krabi Phokeethra Golf and Spa Resort.

AC: The resort has partnered with local communities for various eco-friendly activities. How have these partnerships enhanced both the guest experience and the environmental impact?

JR: Collaborating with community partners allows us to engage all stakeholders in Sofitel Krabi Phokeethra Golf and Spa Resort’s sustainability vision, creating not only exceptional but also more meaningful experiences for our guests. By adopting a growth mindset and working with local authorities, national park rangers, and local businesses, we can collectively reduce our environmental impact while actively supporting our community. Together, we aim to develop sustainable experiences that celebrate and preserve the natural and cultural beauty of our destination.

AC: Can you explain the significance of your Green Globe and ECOSTAR certifications, and how they influence the resort’s overall sustainability practices?

JR: The annual Green Globe audit is the world’s most detailed and prestigious external certification in sustainable stewardship for the hospitality industry. With each property assessed against a total criteria of 285 different indicators, it places each hotel through a rigorous in-depth analysis of its entire business model. Hotels and resorts are awarded after having demonstrated particular excellence in the development of sustainable environmentally policies within every facet of the property’s operation and business. Its significance cannot be overstated as it not only helps differentiate between industry leaders like ourselves within the field of sustainable hospitality, it is also simply the right thing to do for the planet and our local community and environment.

Growth in our journey toward maximum sustainability at Sofitel Krabi Phokeethra Golf and Spa Resort includes further regional and international accreditations and audits, our latest being the globally recognized, hotel-specific ECOSTAR certification. We pledge to continue introducing policies and procedures that push for sustainable innovation within our property, working to reduce our impact on the planet as much as possible.

AC: At Sofitel Krabi Phokeethra, the sustainability initiatives seem deeply integrated into your guest experiences. How do you educate guests on sustainable practices while they enjoy luxury services?

JR: We are incredibly proud of our sustainable projects and achievements as industry leaders in this sector. Sharing these efforts with our guests is vital—not only to educate them on sustainable best practices but also to showcase how sustainability and luxury can complement each other seamlessly.

One of our top priorities is fostering a connection between our guests and nature, particularly the surrounding marine and terrestrial ecosystems. We provide a variety of opportunities for guests to engage with nature, including snorkel tours of local coral reefs, kayaking experiences in mangroves, nature hikes in nearby mountains or national parks, and rock-pooling activities with our team. Our goal is for guests to develop a meaningful connection to nature, cultivating a deep appreciation for the beauty of our local ecosystems.

Additionally, we have created a children’s activity program specifically designed to introduce sustainability to the next generation. This includes a weekly kids’ show performed by our staff that highlights the effects of ocean pollution and the long-term environmental challenges facing our planet.

At Sofitel Krabi Phokeethra, we promote sustainability by embedding it into every stage of the guest experience. From encouraging participation in our bed linen and towel reuse program to showcasing cuisine crafted with local and seasonal ingredients, or drinks featuring authentic Thai botanicals grown in Krabi, sustainability is thoughtfully integrated into all aspects of our operations.

Throughout the resort, guests will encounter messaging and stories that subtly or explicitly raise awareness of our sustainability journey. These initiatives demonstrate our commitment to providing industry-leading sustainable practices without compromising the luxurious hospitality that defines us.

AC: Turning to the broader hospitality industry, what do you think is the most pressing challenge for luxury hotels today when it comes to integrating sustainable practices?

JR: One of the biggest challenges is fostering a culture of understanding within our teams, shifting mindsets to wholeheartedly embrace sustainable practices as a collective effort to drive progress. Championing environmentally friendly projects and procedures from the top will not succeed in the long term without the full commitment of the entire team. The best progress and innovation arise when all stakeholders—within the company, with partners, and in collaboration with local communities—work together to implement lasting changes that benefit everyone while contributing positively to the planet.

At Sofitel Krabi Phokeethra, we place significant emphasis on our team’s learning and development in the field of sustainability, which is integral to every position within the organization. This shared growth in understanding enables everyone, regardless of their role, to adopt a sustainability-focused mindset. Together, we drive initiatives that promote the concept of sustainable luxury hospitality, advancing as a unified team to set green standards for the industry and provide meaningful, eco-conscious experiences for our guests.

AC: Given your leadership in both sustainability and hospitality, how do you see the future of luxury resorts evolving in terms of eco-consciousness and luxury service?

JR: I believe this is a topic that will continue to grow at an exponential rate. It is well-known that our planet is under immense strain and has finite resources. Addressing this is no longer just an obligation but a necessity. We must do everything we can to mitigate the pressure and negative impact the hospitality industry has on the environment. In the luxury sector, it is our responsibility to lead this shift in mindset.

We are already witnessing a significant change in consumer demand within luxury hospitality, with more guests prioritizing sustainability. This is also reflected in requests from online travel agencies and booking platforms seeking detailed information about a resort’s sustainability credentials, projects, and policies. Ultimately, however, the most important aspect of our approach is that it aligns with what is morally right.

AC: Lastly, what advice would you offer to other hotels aiming to adopt similar sustainable initiatives while maintaining high standards of luxury?

JR: Don’t hesitate to introduce environmental initiatives out of concern for how guests might react. The key to success lies in effective communication. When we explain to guests the reasons behind reusing bed linens or towels, favoring local produce over international imports, and implementing energy and water-saving measures—while also inviting them to participate in recycling efforts—we often find that they not only understand but also enthusiastically support these initiatives, particularly in the luxury hospitality sector.

Every environmental policy or project, no matter its size, is a meaningful step toward creating a more sustainable hospitality experience for our guests while contributing to the preservation of our planet for future generations.

AC: Thank you, Jonathan, for sharing your valuable insights on sustainability and luxury in hospitality. Your dedication to both areas sets an inspiring example for the industry.

For more information about Sofitel Krabi Phokeethra Golf & Spa Resort, visit https://www.sofitelkrabiphokeethra.com/