Today’s discerning guests assume that environmental responsibility is embedded within every layer of a luxury stay, from operations to amenities.
Leah Crump, Founder of Leah Crump Consulting Group, emphasized how the guest journey now extends beyond the stay: Members noted that frameworks like Forbes Travel Guide’s sustainability standards have elevated expectations, making eco-conscious design and procurement integral to maintaining five-star credibility.
The International Luxury Hotel Association’s latest Advisory Committee, sponsored by ADA Cosmetics, convened a panel of leading voices in wellness, sustainability, and guest experience to explore the evolving definition of low impact luxury where responsible operations meet elevated, high-touch experiences. Committee members from Six Senses, Marriott International, Rio Perdido, and Leah Crump Consulting Group shared diverse global perspectives, revealing how the future of luxury hospitality is defined not by excess, but by purpose, connection, and authenticity.'
“Guests carry their lifestyle values into travel. The luxury customer who cares about quality linens, materials, and conscious choices at home expects that same intentionality when they travel.” “Our guests choose us because of our sustainability initiatives. We’ve been plastic-free since 2022. For them, sustainability is not a compromise to luxury, it’s part of the craftsmanship, the care, and the story.” “In luxury, guests rarely ask if something is sustainable, they expect it.
The challenge is finding ways to communicate that story without breaking the sense of effortless service.”
Susie Arnett, Director of Wellness Programming at Six Senses, reinforced that sustainability and luxury are fully compatible: While sustainability is foundational, members agreed that how a hotel communicates its efforts is just as critical.
In luxury, subtlety is key. Tony Nicastro, Sr. Global Manager of Spa & Fitness at Marriott International, explained: THE POWER OF STORYTELLING AND AUTHENTIC COMMUNICATION Committee members highlighted the importance of storytelling, using tangible examples and emotional narratives to connect sustainability efforts to people and places.
Susie Arnett shared an innovative example from Six Senses: “We have something called the Earth Lab, a physical space dedicated to storytelling. Guests can explore local initiatives, materials, and impact. It’s not about selling; it’s about helping people understand what happens behind the scenes.” Poett Ryan, Commercial Director of Rio Perdido, added: “Our founder is a biologist, so our storytelling is very scientific and community-focused.
We even produced a documentary highlighting our local staff and the impact of our conservation work. Guests respond powerfully to those human stories.” “You have to take risks and support local suppliers doing things right, even if they’re small or new. But that only works if leadership, operations, and purchasing are aligned in the same vision.”
OPERATIONAL CHALLENGES AND ALIGNMENT Creating low-impact luxury experiences requires cross-departmental alignment, from purchasing to marketing to on-property teams. Members discussed the importance of internal cohesion and long-term vendor partnerships. Poett Ryan noted the need for courage and collaboration: Members also pointed out the balance between storytelling and restraint. Sustainability, when woven naturally into the brand narrative, strengthens authenticity; when over-communicated, it risks feeling performative.
GUEST LOYALTY AND THE TRUE RETURN ON INVESTMENT When asked how to measure the impact of sustainability-driven initiatives, the committee agreed: traditional ROI doesn’t capture the full picture. CONSCIOUS CONSUMERISM AND GUEST PARTICIPATION Leah Crump compared guest experience metrics to “compounded interest”: An emerging theme was guest participation, empowering travelers to contribute positively during their stay.
Susie Arnett referenced behavioral research demonstrating how participation increases brand affinity Committee members underscored that low-impact choices can strengthen brand perception and guest confidence, even when upfront costs are higher. Annie Steighner, VP of Business Development & Partnerships at ADA Cosmetics, noted that today’s luxury traveler is deeply engaged in conscious consumerism: “You can’t quantify emotion or memory, but over time, guest satisfaction, spend, and loyalty all rise when a property invests in experiences that feel meaningful.”
“Guests who join a beach cleanup, for example, feel a sense of pride and connection. They see themselves reflected in your brand values. That emotional investment is invaluable.” “They don’t just want to enjoy a beautiful experience, they want to know that their choices, and the brands they support, are doing good.
That’s where low impact meets high impact.” Tony Nicastro added that guest loyalty is the most reliable indicator of success: “Sustainability drives trust. When guests see that your values align with theirs, they keep coming back.
That’s the real ROI.” Poett Ryan emphasized the power of biophilic design: “At Rio Perdido, we built everything around the existing topography and native species. When nature thrives, so does the guest experience.” INNOVATION AND THE FUTURE OF LOW IMPACT LUXURY Looking ahead, the committee identified technology, personalization, and regenerative design as the next frontiers of sustainable luxury.
Tony Nicastro highlighted the potential of AI to personalize amenities and reduce waste: Leah Crump forecasted that longevity and sleep wellness will define the next phase of hospitality innovation: “AI will help us anticipate what guests actually use, removing unused products from rooms and creating customized experiences that save resources without sacrificing comfort.” “Longevity programming, sleep optimization, and restorative environments are the future. It’s about designing experiences that allow guests to leave better than when they arrived.” A NEW ERA OF WELLNESS AND RESPONSIBLE LUXURY The committee concluded that low impact luxury is not about restraint, it’s about refinement.
The most powerful guest experiences today are those that integrate sustainability, community, and wellness seamlessly into the journey. Leah Crump summarized the committee’s shared vision perfectly: “The ultimate goal is for guests to leave better than when they arrived. That’s the truest expression of luxury.” Commercial Director Rio Perdido Poett Ryan Director of Wellness Programming Six Senses Susie Arnett Founder, Luxury Wellness Advisor, Thought Leader, Author of Be Well, Do Well Leah Crump Consulting Group Leah Crump Sr. Global Manager, Spa & Fitness Marriott International Tony Nicastro
