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Reinventing Sustainability and Wellness in Luxury Hospitality.

Redefining the Industry

It would be unwise for the hospitality industry to overlook a new reality. If a single issue truly reflects the essence of Gen Z, it's their stance on sustainability and mental health. The self-healing, detoxing, and environmentally-conscious narrative prevails in every business. The hospitality industry has been notably more aware of these topics, especially with the growing population of younger consumers who place remarkably high values on personal and collective well-being. These shifts in contemporary discourse on emotional health and sustainability push the hotel industry to reproach their strategy and create customer experiences centered on mindfulness, body, and nutrition. “Gen-Z” no longer associates “luxury” with overconsumption and opulence. Minimalism and environmentally conscious practices are at the core of the marketing strategy in the luxury industry. Incorporating a strong, sustainable agenda into the resort’s daily routine is an expectation and no longer a sensation. Modern luxury resorts are now designed to compost, strive to eliminate plastic, install water bottling plants, and rely on local farmers to deliver fresh, domestic produce.

Key Players

Surveys from Bookings and Travel. Advisor had demonstrated that over 75% of travelers are looking to book hotels and resorts that combine solitude and eco-friendly accommodations. One of the key players among the environmentally conscious luxury hotels is Zighy Bay (image.1) in Oman. With a starting price of $1,000 a night, the hotel offers luxury villas and suites built of natural stone and timber. These materials are renewable and contain no harmful chemicals, creating a healthy and pollutant-free atmosphere within these spaces. Zighy Bay’s mission statement emphasizes its commitment to sustainability and dedication to empowering the local communities. The resort achieves this by engaging guests in collaborative activities, such as tree painting and beach clean-ups, and by facilitating access to education for women, thereby fostering meaningful connections between visitors and the local population.

Zighy Bay

Tourists visiting Bali are known for their advocacy for sustainability, engagement in spiritual practices, and appreciation of organic produce. Soori Bali (image 2) is a hidden sanctuary that emphasizes the customers' holistic well-being and physical and emotional health. Set alongside the ocean and between the mountains and rice fields, Soori Bali offers guests a luxurious retreat where they can rejuvenate their minds and bodies. The villas’ design is oriented to conserve energy by providing natural airflow and light through large outdoor terraces. A 50% reduction in water consumption is obtained by separating the water for gardening and drinking. The remaining supply of recycled water is used for irrigating the gardens and landscapes of the resort. Soori Bali’s dedication to sustainability goes beyond its water conservation initiatives. Soori takes an approach to gathering its organic produce from local farmers, which supports nearby communities and allows its guests to enjoy nutritious meals throughout their stay.

In the bucolic setting of Northern California, where residents and visitors share a commitment to raising awareness around issues of climate change and sustainability, Bardessenio Hotel and Spa transcends these values through the blend of luxury materials and eco-friendly structures (image 3) Based in the heart of Napa Valley in downtown Yountville, Bardessenio resort offers a combination of exclusivity while simultaneously celebrating local winemakers, producers, chefs, and the surrounding land. The hotel embarked on the determined path to preserving local communities while mitigating the impact on the environment through eco-friendly design materials. The rooms, spa, and water supply are controlled through the geothermal system, reducing the dependence on external energy use. In addition, 940 hidden solar panels on the hotel’s rooftops substantially contribute to Bardesseno’s mission to conserve energy while maximizing the customer experience. The resort’s holistic approach to sustainability and rejuvenation ensures a limited environmental impact and creates an atmosphere that promotes wellness and restoration, fostering an immersive eco-friendly experience for its guests.

New Generation and Sustainability

Gen-Z had been raised in densely populated metropolitan and suburban places with high levels of air pollution and little space for solitude. Growing up in clamorous regions, surrounded by high levels of economic and social anxieties, while bounded by the overconsumption machine, had urged younger people to reconceptualize “luxury” and deliver its new interpretation. Formerly, influencers and social media personalities prioritized extravagant, secluded resorts with exclusive beaches and opulent interiors. A new generation of customers had grown up with an alarming narrative about the dangers and irreversibility of climate change and the consequences of social overconsumption. What had been previously overlooked and neglected — mental health and environmental footprint— had become luxury resorts' central approaches to engage and promote their services to younger generations.

By: Roman Panibratyuk

Padfield, Elliot. “Council Post: How the Hotel Industry Can Connect with Gen Z in the New Normal.” Forbes, Forbes Magazine, 10 Aug. 2021,
“Sustainability.” Napa Valley Green Hotels in Yountville, CA | Eco-Friendly Napa Valley Resorts, Accessed 12 Oct. 2023.
“Sustainability.” Soori Bali, Soori Bali, Accessed 12 Oct. 2023.
Twine, C. +. (2017, October 14). This luxury resort in Oman will make your jaw hit the floor. Orbitz.
Whaley, Spencer. “12 Eco-Friendly Luxury Hotels.” Forbes, Forbes Magazine, 10 Apr. 2023,
Zighy Bay Eco Resort, Oman Ecotourism, Accessed 12 Oct. 2023.
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