Approximately 87% of travelers wish to travel more sustainably, with the vast majority citing the wish to maintain the beauty of the natural sights they visit, as their number one motivator—as stated in the Sustainable Travel Report. The luxury tourism industry has a particularly important role to play in ethical, sustainable travel since operators have the budget to make a major difference. In recent years, luxury travel companies have shown that they fully understand the need to conserve the environment. Ecotourism ventures and the pursuit of sustainability certifications are just a few initiatives that have changed the face of the sector. Trends that are growing in importance include nature tourism, the prioritization of ethical shopping, and educational travel.

 Nature Tourism at the Forefront of Luxury Globetrotting

“Ecotourism” is a wide-ranging concept that covers the conservation of wildlife, oceans, and land features, as well as the protection of local communities. Resorts like Richard Bransen’s Necker Island are focusing on major and minor details alike. For instance, Necker Island has a revived conservation program on foot, and staff members wear uniforms made of recycled plastic. Resorts are also prioritizing clean energy to preserve air quality and reduce their carbon footprint. Solar energy panels, strict water recycling programs, the elimination of single-use plastic, and local/sustainable food sourcing efforts are all part of the plan. Many luxury resorts are aiming for zero reliance on fossil fuels within the next five years.

 Ethical Shopping Offerings

Shopping for luxury jewelry and gemstones is a priority for many high-end travelers hailing to traditional gemstone oases like Kenya or Tanzania. Governments and jewelry makers alike are seeking to obtain precious gems while also preserving the economic wellbeing of local communities. Recently, the President of Tanzania, Samia Suluhu Hassan, took measures to protect her nation’s most valued treasure (the Tanzanite stone, obtained from a mine that will be depleted in 20 years). She has insisted that all stones be mined, cut, and polished in Tanzania, thus boosting the demand and value of this purple-azure stone. Jewelry designers are also working to satisfy the big demand for ethical pieces by recycling metal, upcycling old designs, and embracing sustainable manufacturing processes. Tim Ingle, co-founder and director of ethical jewellery specialists Ingle & Rhode explains: “At its heart, an ethical brand is one that has a purpose beyond simply making a profit. It has a mission to change the world in some way for the better. And because there are so many worthwhile causes out there, inevitably there is a huge variety of ethical brands. What makes one stand out? It’s a combination of things. Obviously, the bigger their commercial success, the more impact they can have. But other important factors include how authentic they are, how much their “cause” appeals to customers, and how distinctive and differentiated the brand is.”

 Educational Luxury Travel

Discerning travelers know that in order to truly understand the impact of travel, they need to appreciate the effects that different tourism activities can have on plant life, wildlife, and local communities. Education travel serves another important purpose: it removes the fear that comes with misunderstanding and empowers tourists with the knowledge that they do, indeed, have the ability to make a difference. Initiatives include learning more about the threats faced by coral reefs in the Maldives, thanks to information provided by the Maldives Coral Institute. In Fiji, Koko Island takes guests on snorkel trips and dives to help transplant live coral obtained from nurseries. In Amanyara in the Turks & Caicos, visitors are taken on guided excursions along reefs and mangroves to find invasive plant species. In Antarctica, Ponant Cruises heads to the North Pole, enlisting the aid of passengers to collect data on water temperatures, salinity, and marine life.

 Luxury travelers are increasingly aiming to make a positive difference to the Planet while they travel. They are relying on sustainable tour operators, staying at eco-friendly resorts, and opting to educate themselves. Only by getting close to nature, eliminating fear, and obtaining greater understanding of the workings of nature, can we achieve the ambitious goals set out in the Paris 15 agreement.