As stated in the WWF " Deeper Luxury report" (2007)
"Many luxury consumers are part of an affluent, global élite that is increasingly well educated and concerned about social and environmental issues. These consumers use luxury products as a symbol of success. The definition of success – and the way it is perceived by others – is changing. Many successful people now want the brands they use to reflect their concerns and aspirations for a better world. This is true not only in Western luxury markets, but, increasingly, amongst the affluent middle classes of Asia, Latin America and Eastern Europe."
Nevertheless, they established a ranking evaluating the environmental and social performances of ten major luxury brand. Results demonstrated that luxury brands were not performing very well compared to other sectors.
"After a £200 million refurbishment project, the Savoy Hotel opened on Sunday with £2.4 million worth of green technology, which could reduce the hotel’s energy bills by up to 50 per cent and reward it with the title of London’s most environmentally responsible luxury hotel, according to management."
(Ward M., 2010)
In the last five years, lot has been done by luxury brand to improve their performances. Even if some initiatives looks more as PR than real ecologic conscience.
Louis Vuitton has installed three bee hives on the roof of its headquarters in Paris in 2009.
True social conscience or Public relation ?
In any case, three bee hives seems a bit small for the most famous luxury brand...
Nevertheless, the hospitality industry has always been one of the precursor in sustainable luxury.
In London, the historic Savoy Hotel has reopened after three years of renovation, claiming to be the most eco-friendly luxury hotel in the city."After a £200 million refurbishment project, the Savoy Hotel opened on Sunday with £2.4 million worth of green technology, which could reduce the hotel’s energy bills by up to 50 per cent and reward it with the title of London’s most environmentally responsible luxury hotel, according to management."
(Ward M., 2010)
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| The Savoy's new high-tech efficiency boilers help to reduce the hotel's energy consumption by 40% |
The Harrods Hotel will need to tale care of those issues and even go beyond expectations...
Indeed the objective is to do more, while many resorts and hotels are currently touting green initiatives like recycling, laundering, and energy-efficient lighting, others are taking their commitment to the longevity of our planet a bit further.
(Johnson R., 2010)
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