Over the last five or so years, the desire for authenticity and the increase in environmental awareness among jetsetters has given rise to a wave of new hospitality experiences that bring together wildlife observation, landscape conservation, community engagement and sustainable travel.
Further fueled by countless months of isolation and limited travel due to the pandemic—with many travelers more keen on natural oases than urban destinations—ecotourism has continued to trend upwards in popularity, and it shows no signs of slowing down. All across social media, popular influencers have been PCR-testing their way onto lush, secluded islands and eco-conscious resort properties where social distancing is built into the fabric of the experience. Developed with a focus on emphasizing and enhancing the surrounding environment, these trendy destinations play an important role in ecological conservation and regeneration, but we’re beginning to see these key principles of ecotourism emerge in places we might not expect.As a global, multidisciplinary design and architecture practice, we’re working with a growing number of hospitality brands looking to integrate these ideas into projects in less remote (and sometimes arguably more commercial) locations on both small and large scales. Despite the variables between projects, we’re finding the same common goal—to reposition the brand through its relationship with the land surrounding the property. Sustainability, resiliency and a commitment to the future are values that have always been very present when we are preparing and designing, and we are seeing an increasing number of clients come to the table with those same values.
For instance, we are currently working on a project in Tulum, Mexico where we are creating a community within a 49-acre (20-hectare) master plan—including various clusters of health-oriented amenity and public spaces, multi-family and single family residential lots, a mobility network, all while preserving the existing jungle landscape. Our main focus in developing the master plan has been on the symbiotic coexistence of technology and nature to design a one-of-a-kind destination for conscious, mindful living that stands out for both the built and the natural environment. This project introduces an entirely new way of looking at ecotourism, and this evolution presents a unique opportunity for the hospitality industry at-large to rethink its perception of what it means to travel sustainably.
This is an exciting moment to be designing in this field, especially for our team at Pininfarina. As designers, it is essential that we look for ways to regenerate and compliment the landscape no matter where or what the project is. A project does not need to be insular to be considered immersive or ecologically conscious. Rather, it’s actually better to apply principles of ecotourism and a circular economy to more commercial settings. Ultimately, however, designers should be looking at ways to regenerate and compliment the landscape no matter where the project is. We must remind ourselves that change starts at a small scale, and we can help drive that change by shifting the mindset from macro to micro. Small-scale interventions are key for bringing long-term sustainability, especially when we have the power to help clients push the boundaries of ecological responsibility through the lens of changing consumer demands.
By helping to move the conversation forward through design, this evolution of ecotourism can also help to encourage the travelers themselves to think beyond themselves—considering wellness beyond individual well-being to a collective well-being for the community that surrounds or interacts with a project. The conversation does not have to end here, either. This evolution can and should be ongoing because sustainability is more than a few punctual solutions. We must continue to think big: buildings that can be auto-sufficient, that can help regenerate and restore the surroundings, micro-communities that can be self-sufficient, and finally, of course, the right mobility infrastructure to support that.
Each client, project and even each site, is completely unique. We tackle these opportunities and challenges one by one, finding ways to optimize through our design the wellness of the individuals and the community. As more clients tap into the power of reconnecting with land and nature, we are building a collective momentum for new and innovative sustainable solutions that has incredible implications for our future.
Samuele Sordi is the chief architect at Pininfarina of America and oversees the coordination of all architecture and design projects at Pininfarina of America—from preliminary planning to the final design concept. His creative philosophy is centered around the holistic experience of design, shaped by a multidisciplinary perspective and a human-centric approach.
This is a contributed piece to InspireDesign, authored by an industry professional. The thoughts expressed are the perspective of the bylined individual.
