Luxury and Sustainability Can Co-exist, Through Alignment of a Brand's Ethos
By James Bermingham Vice President, Montage Hotels & Resorts | September 04, 2011
Sustainability is currently the hottest buzzword in the hospitality industry. Much conversation exists over possible fiscal advantages of sustainable initiatives, pros and cons of various initiatives (i.e. towel cards) and the impact on the guest experience. However, despite the surge in banter on this topic, there is still debate over whether sustainability can co-exist with luxury.
We at Montage Hotels & Resorts believe that sustainability and luxury co-exist. We have found that sustainability aligns brand ethics with luxury guests, providing long-term value.
There are two core principles that allow us to bring this experience to life at our three properties, Montage Laguna Beach, Montage Beverly Hills and Montage Deer Valley: incorporating sustainability into the ethos of the brand and never losing sight of the guest experience. These two principles have distinguished us as one of the first LEED (Leadership in Energy and Environmental Design) hotels in Southern California.
Following is a closer look at our commitment to sustainability and how we define sustainable luxury.
Incorporating Sustainability into the Brand's Ethos
The first step is a genuine, brand-wide commitment to the cause. For many, this commitment may require a redevelopment of the brand ethos. Montage Hotels & Resorts is fortunate in that we did not have to retrofit our brand's ethos to incorporate sustainability; from the onset, it has always been a product of our approach to doing business.
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