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TTG Luxury Autumn 2019

From the Arctic to the Galapagos Islands, luxury expedition and experiential cruises are spearheading the continued success of the sector.

TRFBLI

It's the little things that matter

It's the little things that matter

I can’t remember the last time I bought or used a new plastic bag from a retailer (the average consumer in England now buys just 10 a year, according to new Defra data, down from 140 before the 5p charge came into force). I always have some other way of carrying something – handbag, bag for life, cotton tote, pockets?


But while I am a much more conscious consumer than I used to be, I still fly around the world for this job. Not only is flying itself massively polluting, there always seems to be so much waste, from the food trays – silly little bits of plastic on everything – to the amenity kits. Now, Virgin Atlantic has introduced what it claims to be the most sustainable “Goodie Bags” in the sky for premium customers, timed with the launch of its A350-1000 aircraft.


Made from responsibly sourced, FSC-certified recyclable kraft paper and filled with sustainable “treats”, it’s hoped these bags will be genuinely useful and recyclable by the airline, or attractive enough for passengers to reuse at home. They include bamboo toothbrushes and skincare products by Ren, known for its natural skincare, and offered in recycled and recyclable packaging.


Thoughtful consumers increasingly drive brand behaviour, not the other way around, and we all need to think about how we can be better corporate and private citizens. Carrier will be running its first sustainability-focused fam trip with Six Senses, while Kuoni will trial Water-to-Go (filter bottles that make water safe to drink), on staff educationals and gauge customer interest in their stores. There are some smart things happening out there – we just need to advocate for more of them, faster.

 

April Hutchinson
Editor, TTG Luxury
@aprilhutchinson

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