Experts at the Arabian Travel Market (ATM) 2023 have called on the luxury travel industry to see sustainability as a long-term investment rather than a short-term cost. The panel at the event agreed that decarbonisation requires significant financial backing but warned that the industry cannot afford to ignore sustainability. They highlighted that guests no longer see sustainability as a compromise within luxury travel and now demand environmentally responsible offerings. In addition, the experts urged luxury brands to focus on their positive impact on surrounding communities, socially and economically.
The panel, titled “Sustainable Luxury: At What Cost?” featured Nadia Ibrahim, Member of the Board of Directors of the UN Global Compact, Amir Golbarg, Senior Vice President of Operations – Middle East & Africa at Minor Hotels, Candice D’Cruz, VP Luxury Brands at Marriott International, and William Harley-Fleming, Vice President of Operations for JA The Resort and Indian Ocean. Moderated by Joe Mortimer, Editor-at-Large at Destinations of the World News, the panel offered insights into how luxury travel leads the tourism industry’s sustainable change in the Middle East.
Speaking at the event, the UN Global Compact’s Ibrahim noted that luxury and sustainability have not always gone hand in hand, but this is changing. A new generation of travellers wants high-end experiences that do not compromise sustainability. Golbarg, from Minor Hotels’ Anantara brand, highlighted the importance of localisation and shifting the focus from short-term costs to long-term gains. Marriott International’s D’Cruz added that luxury travellers want to connect with the places they visit and be involved with brands that reflect their values. Sustainability is one of those values.
Harley-Fleming, from JA The Resort and Indian Ocean, emphasised the necessity of positive action, noting a genuine business case for sustainability. He highlighted that sustainability is not a choice anymore; it’s something we need to do. The cost of not investing in sustainability can adversely affect businesses and their reputation. The industry generates jobs, so we must act right now.
ATM 2023 featured 20 sessions across the Global Stage, Travel Tech Stage, and Sustainability Hub. The Sustainable Hospitality Alliance also emphasised the importance of protecting the locations, livelihoods and communities in which hotels are based. The event occurred as part of Arabian Travel Week, a festival dedicated to enabling industry professionals to collaborate and capitalise on market opportunities.
ATM 2023 is being held in conjunction with Dubai World Trade Centre, and its strategic partners include Dubai’s Department of Economy and Tourism as the Destination Partner, Emirates as the Official Airline Partner, IHG Hotels & Resorts as the Official Hotel Partner, and Al Rais Travel as the Official DMC Partner. Those attending ATM 2023 in person can get involved in the conversation online by using the hashtag #ATMDubai when posting on social media channels.
Written by: Stephen Morton
