Final Solution
Luxury should not come at the cost of sustainability. By integrating seamless carbon offsetting, sustainable dining, and immersive eco-education, we transformed Six Senses Zighy Bay into a model for environmentally responsible luxury hospitality.
The Carbon Neutral Room Rate not only increased guest confidence but positioned Six Senses as a pioneer in transparent, high-end sustainable travel.
Initial Solution
Testing Guest Perception of Carbon Offset Costs
The biggest challenge—flight-related emissions—was tackled through a structured offset model. Instead of passing costs to guests, the resort covered offset fees from its revenue (capped at 15% of the room rate), ensuring a seamless guest experience.
Reducing airport-to-resort transfer emissions was essential. The resort immediately replaced two SUVs with hybrid models, with a roadmap for full electric conversion by 2025.
Beyond carbon offsets, travelers cared about supply chain transparency. The resort expanded its organic farm program, producing cheeses, honey, and vegetables, reducing reliance on imports.
Design Decisions
Implementing the Carbon Neutral Room Rate required a multi-pronged strategy—integrating sustainability into both operations and guest experiences.
Transparent Carbon Offsets
Rather than charging a separate fee, the program embedded carbon offsets directly into the room rate, offering clarity and simplicity.
Intelligent Context Recognition
A renewed focus on local food sourcing ensured that guest meals carried low food miles while supporting the local economy.
Sustainability as an Experience
Complimentary Earth Lab workshops allowed guests to create personal care products using locally sourced ingredients.
Focus Areas
Guest Education & Engagement
Interactive experiences, including Earth Lab sessions and farm tours, connected guests with sustainable practices.
Hybrid & Electric Fleet
Replacing traditional SUVs with hybrid/electric models for airport transfers reduced ground travel emissions.
Sustainable Dining Initiatives
The Eat With Six Senses program committed to sourcing 85% of ingredients locally, reducing reliance on imports.
Carbon Neutral Room Rate
Guests’ travel emissions were calculated and offset using part of the room rate, ensuring a guilt-free stay.
Key Insights
Behavior Patterns
Guests wanted to feel that their stay actively contributed to sustainability rather than just reducing harm.
Guests valued sustainability without sacrificing comfort and exclusivity.
Travelers preferred locally sourced experiences, reducing imported goods’ carbon footprint.
Pain Points
High-end travelers wanted sustainability without compromising luxury.
Guests struggled to find clear and transparent carbon offset programs in hospitality.
Transportation emissions—especially from flights—were a deterrent to booking.
Market Context
Post-2019, the EU and UK saw a rise in “conscious consumerism”, with travel impacted by carbon footprint awareness.
Luxury resorts integrating sustainability into brand identity gained traction.
Hospitality brands that offered clear eco-benefits saw stronger retention and repeat bookings.
45 in-depth guest interviews revealed a growing reluctance to take long-haul flights without a sustainability offset.
85% of guests expressed interest in sustainability programs that actively offset their travel impact.
Sustainable travel bookings in Europe increased by 35%, signaling a major shift in guest priorities.
Research
Guests loved Six Senses' eco-friendly philosophy but felt uneasy about the carbon footprint of their journey.
Travelers expected luxury brands to take proactive steps in reducing environmental impact, not just promote sustainability within the resort.
Slow travel, including trains and local sourcing, was seen as a desirable alternative to traditional tourism.
The Problem
The rise of sustainable tourism in Europe and the UK, key markets for Six Senses Zighy Bay, created an unexpected challenge. As travelers sought to minimize their carbon footprint, they began favoring destinations accessible via land travel, reducing demand for resorts requiring long-haul flights. This shift threatened occupancy rates and revenue, requiring a strategic rethink of the resort’s sustainability initiatives.
Carbon-Neutral Room Rate
Role
Research, Ideation, Prototyping, Experience Development, Financial Modeling
Tools
MS Office
Duration
6 months
How do you convince eco-conscious travelers to choose a luxury resort in a remote location despite its carbon footprint? By redefining sustainable luxury, Six Senses Zighy Bay introduced an innovative carbon-neutral room rate, aligning with the values of modern travelers while maintaining the brand’s commitment to sustainability.
Developing and launching the Carbon Neutral Room Rate at Six Senses reinforced my ability to integrate sustainability into business strategy while driving revenue growth. This initiative not only encouraged eco-conscious travel but also demonstrated the financial viability of environmentally responsible hospitality practices.
Designed a sustainable pricing model that incentivized guests to opt into carbon offsetting, achieving a 13.5% utilization rate.
Developed marketing and communication strategies that positioned the program as a unique selling point, contributing to an 8% increase in resort revenue.
Conducted guest sentiment analysis to refine messaging, ensuring that the initiative resonated with luxury travelers who value sustainability.
Collaborated with operational teams and sustainability partners to integrate seamless carbon offset mechanisms into the booking process.
This project validated my ability to align environmental responsibility with business growth, proving that sustainable initiatives can drive both guest engagement and measurable financial impact.