In an era where sustainability is increasingly paramount, the travel industry is undergoing a transformative shift. We are standing on the precipice of a new era in tourism — conscious luxury travel, where opulence and extravagance are evolving to embrace a more conscious approach. It seeks to redefine the meaning of luxury by integrating ethical practices, environmental responsibility, and social impact into every aspect of the travel experience. As the UNWTO (United Nations World Tourism Organization) celebrates World Tourism Day today (September 27) to spread awareness about travel trends and opportunities, let’s understand how and why travellers and hoteliers are embracing this trend.
What is conscious luxury travel?
Conscious luxury travel is about combining luxury with responsibility, enjoying lavish experiences while being mindful and respectful of the environment Shutterstock
The days of old-school luxury travel, which meant simply indulging in the finer things in life without considering the consequences, are in its twilight. Today’s travellers are discerning individuals who desire exceptional experiences while contributing positively to the environment around them. That’s the essence of conscious luxury travel. It’s about combining luxury with responsibility, enjoying lavish experiences while being mindful and respectful of the environment and the local communities.
Amit Jaipuria, co-founder and chief experience officer of Postcard Travel Club, adds, “ Post-pandemic, travellers' mindsets are undergoing a profound transformation, with an increasing number of people seeking to engage with the world in meaningful ways. Conscious luxury travel is at the forefront of this shift, encouraging individuals to explore destinations with empathy and understanding. This approach fosters a deeper connection to local cultures and communities, allowing travellers to appreciate diverse perspectives and experiences.”
Sustainability and conscious travel
The travel industry is taking considerable steps to address the issue of sustainability Shutterstock
Sustainability and conscious travel are inextricably linked. Conscious travel is about making mindful choices that minimise any negative impact on the environment and support local communities. Sustainability, on the other hand, is about meeting the needs of the present without compromising the future of the coming generations.
According to Shoba Rudra, founder of RARE India, “Sustainability is beyond being a trend. It is essential for life and continuity. Given what you see around us — fires, floods, droughts and tsunamis, and I would even add wars and conflicts — every industry must address its contribution to this degradation and destruction due to greed and unconscious consumerism. Bringing back consciousness into how we live and consume things is now essential to the planet's long-term health.”
Today, the travel industry is taking considerable steps to address the issue of sustainability in every aspect — be it conserving resources, community engagement, creating eco-friendly accommodations, or guest education and awareness. RARE India and Postcard Travel are some of the trendsetters in this endeavour, bridging the gap between conscious travellers and boutique properties that share these values.
Amit and his team strive to build a community of like-minded people who promote immersive experiences reflecting local traditions and supporting community initiatives. He believes, “It empowers travellers to make choices that resonate with their ethical beliefs. In doing so, it nurtures a global community that values empathy, understanding and inclusivity in every journey.” Shoba adds, “We are in the early stages of change — where the industry is divided between changemakers, fence-sitters, and nonbelievers. As media, changemakers, and promoters of sustainable travel, we aim to build a larger group of converts and changemakers. For this, tourism should be envisioned as a force for good and a driver for responsible behaviour.”
How can travellers make a difference?
Consider staying in locally owned and operated accommodations to support local economies and reduce your carbon footprint Shutterstock
If you’re still wondering how to make a difference without sacrificing your love for luxury, here is how you can contribute.
- Choose sustainable stays
Seek out accommodations that prioritise sustainability. Look for hotels and resorts with eco-friendly certifications or that implement energy-saving practices. Consider staying in locally owned and operated accommodations to support local economies and reduce your carbon footprint.
- Support local communities
Give back by spending money at local businesses, eating at local restaurants, and buying souvenirs from local artisans. Participate in community-based projects to foster meaningful connections and contribute to the local economy.
- Travel green
Leave a lighter footprint by choosing sustainable transportation options like trains or electric vehicles whenever possible.
- Reduce, reuse, and recycle
Pack smart to reduce your carbon footprint. Opt for biodegradable products, reuse water bottles and shopping bags, and recycle whenever possible.
When travelling through and to wilderness areas, leave no trace of your presence after you’ve left Shutterstock
- Leave no trace
This is especially critical when travelling through and to wilderness areas. Adhere to local regulations and guidelines to protect sensitive ecosystems. The idea is to create memories without leaving a footprint.
- Join communities
For the uninitiated, many communities, like RARE India and Postcard Travel Club, serve as a link between conscious travellers and promoters of sustainable travel. Join such communities to learn about conscious luxury travel and the properties that weave them into every aspect of tourism.
As we embark on this new era of conscious luxury travel, we must understand that travel is not just about the destination or the experiences we seek. It’s about the choices we make and the impact we have in the long run. It's about recognising that luxury can be synonymous with responsibility, sustainability, and ethical practices. So get ready to experience travel in a whole new light. The world awaits, and so do the countless opportunities to explore it responsibly.
