the aficionados on sustainability at independent hotels
how are independent boutique hotels in europe integrating sustainability?
matt morley talks to the founder of the aficionados, iain ainsworth, to find out…
In this episode I’m in London talking to boutique hotel expert Iain Ainsworth - Founder of The Aficionados a reference for travel culture and lifestyle that promotes neat edits of hotels, creators and craftsmen as well as its sister company White Line Hotels a marketing network for hoteliers.
He was Executive VP of Design Hotels from 2004-2008 and Regional Director of Sales and Marketing for Concorde Hotels from 2000-2004 so he’s a hospitality insider through and through.
I took the opportunity to take the temperature on sustainability in his corner of the industry today, so we cover everything from eco-friendly hotel amenities, sustainability certifications for hotels, the landscape hotel concept and various examples of sustainability initiatives from his member hotels in the Alps.
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interview with the aficionados
Matt Morley
Iain, thanks for joining us today. I'd like to start at a fairly high level overview. You've been in this game for a while you're an insider. How do you see sustainability taking shape or evolving amongst the hotels you're working with? Is it more of an informal organic process or are you seeing more structure coming into play?
natural sustainability in hotels
Iain Ainsworth
Hi, Matt, I think for me, the most overwhelming point is that for all of our hotels, it's a very natural process, it's part of their DNA. When we talked to them initially, 12 years ago about sustainability, they were like, well, what's new? It's always been part of what we do. And we only work with privately owned hotels - 99% of them are indigenous, from that village, from the valley, mountain or town.
So for them, it's pretty natural that they sourced locally, beside the fact that they knew Bert down the road, who was the timber maker, it's very natural thing.
greenwashing in hotels
Green labeling is not something that they they need. Sure, it's not just a marketing process, it does need some structure coming into it. And that's where we try and guide them and filter out what what they do, because for them, it's part of running a daily hotel, and they don't necessarily realize that what they're doing is remarkable.
You know, even for the older hotels, where you might think, to be up to the new standards is quite difficult. You can see the next generation are applying the newest technologies, but they're also going back to how their grandparents originally built the hotels.
renewable energy for hotels
In the Alps, for example, using renewable energy is pretty normal now, if you look at South Tyrol, most hotels have zero carbon emissions, because they are using a grid fostered by the local government. So a lot of them are very, very green, I hate the word green. But this just put them into into that philosophy, if you like, I just think it's a welcome blast of energy and enthusiasm that they have for being sustainable - without necessarily calling it ‘sustainability’.
hotel sustainability certifications
It is difficult within the hotel industry, as you know, and also between countries, to get certification is there's not one mandated policy that you can follow when you're building a new hotel. Equally, if you're renovating, it's very hard to tick all of the boxes. And there is no one's one central template for this.
sustainable hotel architecture
But on the other hand, I think that's quite good. Because then you get personally into innovation and new ideas. The other striking point with our hotels is the lead on architecture and design, again, maximizing the use of light, maximizing the conservation of heat during the winter. And also keeping cool in the summer.
Architects, particularly in the alpine regions are very up to date on sustainable approaches - again, it's part of the DNA of that of that region.
sustainability as part of the hotel culture
Matt Morley
It's an interesting point, isn't it? Because it's almost as if there are certain areas of Europe and in particular, in this case, geographies where you are heavily present with your member hotels, where it's almost part of the culture where it doesn't need necessarily to be introduced from outside and then sort of imposed from above, which is what we're seeing in places like London, and other huge cities where it hasn't been historically part of the local culture but now they're playing catch up, whereas someone like South Tyrol, it's really part of the fabric of society.
sustainable supply chains for hotels
Iain Ainsworth
Yeah, I mean, there's certain aspects they still need to look at like, like, like how do you minimalize the impact of what you're doing because at the end of the day, it's still tourism but I think when your family owned the farm down the road, your other family member is the hotel architect. Your other family are producing hotel linen which is a very natural and sustainable product, even the timber they use in the bedrooms, they will save sleep better because it's holistic and antibacterial.
natural health and wellness in hotels
So you have this natural health and wellness element as part of the building. For me, you know, it's very easy to talk about, you know, sustainability in Lisbon. But it's a very different approach there, you need to dig deeper because, unfortunately, some countries or larger urbanized hubs, when they go for the local furniture, it's not necessarily locals, they just take the design and then source it from further afield.
But we've got an old palace in Lisbon, it was the hardest thing finding an architect that would understand conservation, and reinvigorating the hotel history rather than wiping over it.
certification systems for sustainable hotels
Matt Morley
So you mentioned the idea of sustainability certifications. And we do see a number of them out there at the moment, as you say, it feels like perhaps there isn't quite one dominant leader that works across territories. Each has a slightly different twist, I noticed, but a lot of them are covering, broadly the same bases.
So for example, Son Brull in Mallorca - one of your member hotels - they've gone for Travelife certification, from your perspective, hotel marketing, do you think there's value in going for something like that?
sustainable hotel restaurant ingredients
Iain Ainsworth
Yeah, Son Brull, when they created the hotel some 15 years ago, it was a very sustainable approach to it, it's been a farm for nearly 300 years. So it was a monastery as well, and it came with 40 hectares of land. So as a hotel, you can either sell the land, leave it over to other farmers, or you can take it as part of your concept.
So in this case ‘farm to table’ dining for them is pretty natural as well, because they've got the farm on their doorstep. So they've always been a pioneer of doing things proper, I guess, they're Islanders, and they saw a lot of destruction of the island.
Also, you know, the movement of locals from farming into hospitality, which sort of saddened that one of the owners and a particular and he said, No, this is not right, we need to employ the farming community around us.
So they did it from their own hearts, as it were, but I mean, having certification from Travelife, for example, the gold certification, it's a good tickbox because again, you start to ask yourself, Okay, what am I missing? What else can I do and like all of the certifications, of course, you know, they're covering a very broad spectrum of hotel typologie and sizes.
The smaller ones, invariably are not going to be able to tick every box. But equally, they know, the larger ones are not going to be able to offer fresh lemons from their own orchard in the morning.
Compared to a hotel just saying that they’re green and eco, and sustainable., having a certification means for me that they are following strict sustainability guidelines. And they're fulfilling as many items on the checklist as possible.
It’s also an ongoing process, which I like, because it's not just okay, we've done an initiative, tick the box, close it. You know, it's an ongoing thing. And I think that, for me, is what certification is about. It's ongoing. It's always changing. It's always evolving. Technology, of course, is helping this in terms of collecting data from hotel operations.
sustainable hotel amenities
Matt Morley
One idea that we see a lot of hotels adopting is sustainable amenities, removing single use plastic bottles. You've written about various brands offering that type of product, from plant-based botanicals and organics and naturals - what’s going on there from your view?
Iain Ainsworth
Yeah, it was the straws and now we're going for plastic free amenities. And, you know, the elimination of single use plastics throughout the hotel, whether it's the amenity bottle, or mineral water bottles. The advantage small hotels have is that they can go to a local supplier again, and source materials from them.
I mean, the best elements for me are those pioneers like Susanna Kaufman, who have always used natural products. You know, she's very cautious about minimalist, use of plastic refill bottles.
We see new products emerging all in sort of a block form As soaps, shampoos, conditioners, so they have no plastic and no glass involved at all. And I think that's the way forward but it can also be a question of cost so we didn't want to mandate a certain type of hotel amenity and say they all have to be plastic free, because there are many unique opportunities out there with local suppliers. And also to keep that relationship with the small pharmaceutical companies that are making products for the hotels.
single use plastics in hotels
You can also look at stores like Muji, if you want bamboo slippers, sometimes you can draw inspiration from a High Street store that's gone sustainable, because it's still very hard as a small hotel to get a supply of slippers, that are environmentally friendly - people seem to feel they need these things for the one or two nights in a hotel!
The same goes for the hotel toothbrush, you know, you can find a bamboo option now. The problem is sometimes certain countries demand an array of amenities for their star categorization. Which is crazy for me because you know, I don't need a toothbrush in every room.
eco cleaning hotel operations
Also in into the next stage of this equation, which are the chemicals used in cleaning the rooms. Because after COVID, you know, during COVID There was this huge euphoria for chemicals instead of looking at natural ways of cleaning a room because this is equally as important for me as what's in the bathroom.
local procurement policy in hotels
Matt Morley
A hotelier does have an easy option and it is going to one of these giant hotel supply companies that offer bulk branded bottles that have not much to do with the real brand, it's all just licensed and an easy solution for hotel slippers, bathrobes, amenities etc.
So in a sense, the hotels that are seeking out the individual brands, there's a lot of work behind that there's a lot of extra legwork. Right, it's an it's more of an appeal process than the sort of the easy path. Right. So it's sometimes maybe not evident the guests that what's gone into that.
Iain Ainsworth
Yeah, and I still think some some guests judge your hotel on a brand that they know. Whereas I'm, you know, myself and I would say most of our subscribers that travel into our hotels are more intrigued by finding the local brands and then go and buy it, because you want to take it with you. So I think I think there's opportunity for hotel amenity distribution to continue changing.
Of course, you can buy big brands like Ren - a fantastic sustainable product, and you can buy them from a wholesaler. So there are alternatives there. But if I find somebody that's making a product 20 kilometers down the road, I'm gonna have my first conversation with them as a hotelier!
Health and wellness in Alpine hotels
Matt Morley
You mentioned the idea of the Alps as being quite strongly associated for many of us with with a healthy lifestyle. Someone like the Hotel Arlberg, Lech- they bill themselves as a wellness retreat, exactly what does that mean?
Iain Ainsworth
Well, for them they're a third generation of family, so grandmother's still involved daily, in the business. So their parents run the hotel today, they're keen to refurbish and upgrade. And it's always been changing, he started as cafe and then had a couple of rooms and, and today's become what it is, a fabulous Alpine retreat.
They always had a spa, but when they started to rethink about the spa, they looked really at how do you bring in the Alps inside? So that's where they created the blueprint of Alpine healthy living, and they started to look at the sound, fresh air, nature, it's about the products.
And one thing they noticed in the older rooms, there was always a scent of pine. And this was coming from the wardrobes actually. So they said, Okay, where can we get this old pine from that, you know, is well sourced, and they found a guy in the next village that salvages pine from the older Alpine houses.
Then they looked at the pigments of the local colors. So they started with colors and said, Okay, what are the colors that we want to be in there? But then they looked at, okay, how do you create this moss green color? Well, surely there's a herbal pigment growing up in the mountains that we could use. So then they created natural paints, which they bought into their spa as well. So I mean, spa for them was the starting point. But it's actually extended now throughout the whole hotel.
So there's a wellness concept throughout the whole hotel. They use chemical free paints that are made locally. They also use natural stone, which comes from about 20 kilometers away from the hotel. And they've also then started to look at the treatments that they have and which oils you can use. So they're looking at the old monasteries in the area and what therapeutic oils that they use derive from nature, of course.
And just working with architects very carefully and producers like we were talking about Susanna Kaufman of you how you can give me that total one off wellness experience, which is what I want As the consumer, but also with the added bonus of it being healthy and sustainable, and an ethos behind there that gives you that sort of joy for the Alps and healthy living.
the landscape hotel concept
Matt Morley
What about the Juvet property in Norway, what do you consider goes into a ‘landscape hotel’ concept today?
Iain Ainsworth
I mean, the Juvet landscape hotel was probably the one of the first ones that I encountered back in 2009. And for me, it's this total immersion into nature, but with no disruption to nature itself. So the word you know, the landscape hotel was the pioneer of the owner that had this dream of how can I create a living pods if you like or hotel without disrupting even the moss that grows on the rocks.
So their first thought was, Okay, what if we put these pods on stilts, and the stilts actually mimic the birch tree stem, so you sort of get this beautiful visual integration between the trees, trunks, and the rods that go into the into the rocks. And by doing that, then you can create a platform, which is what a lot of indigenous tribes did in wilderness areas, you know, is it's quite logical, actually to get the elevated from the ground, but it enables the flora and fauna that you fall in love with to continue to thrive and in fact, thrive even more, because you're giving a new habitat to grow along and thing.
I think the landscape hotels, for me, the biggest thing about them is the view. And so they tend to have huge panoramic windows. There's a lot of gimmicks coming in, you know, we're a landscape hotel, you know, and they put things up in trees and things like that. So I think you have to be very careful, you don't become a gimmick.
Matt Morley
And obviously also written about the green philosophy at Hotel Buhelwirt in South Tyrol. Clearly one of your favorite regions, and as I'm discovering, quite a hotbed for case studies in hotel sustainability and wellbeing. So in that instance, how did the architects pull through a concept of sustainability touching on things like construction and energy use?
energy use and building biology in a hotel
Iain Ainsworth
The architects, two brothers, and their real philosophy is environmental building biology. And so they're quite famous in South Tyrol for their work integrating a building into its natural habitat. In this case, it was an old guesthouse, which the owners had inherited from their parents, and they wanted to add to this but by doing so, in a way that, you know, is sensitive to their environment. And so they found the perfect architecture to do that.
You’ve got this very vernacular structure that sticks out of the rock side. And it has a purpose to it as well. I mean, they have always had energy efficiency on their minds, not only because of the cost of it, but to have as least impact as possible. Again, being in South Tyrol is great, because you know, the energy is hydroelectric - power plants provide a lot of the local renewable energy, and without any co2 emissions, so they've got that backup there.
But they've also invested a lot into technology into meter reading, they can see from their app, how much energy they are using each day, how many guests they have, how much energy is being consumed in the rooms? What do we do about pool heating? What do we do about heating in general areas? Again, technology is helping them reduce their carbon footprint.
plastic-free kitchens in hotel operations
But I have to say they are natural enthusiasts for their environment that they live in. And again, they have the farm down the road, they're completely organic, they went a step further in the kitchen, banning all plastic in the kitchen. And when we start to think about our own practices at home, you know, with plastic containers food wrap, we use it to preserve food.
So again, they've gone back to pickling, how do you conserve, how did our grandparents conserve food without using refrigeration, or plastics, so they've taken it to a whole new level. And I would say cutting out plastic in the kitchen is even a bigger challenge than say, in the bathroom amenities, because there is a replacement already there.
Matt Morley
Really fascinating examples. I feel like we could go on for an hour or two more, but I'm going to be respectful of your time - what's your preferred medium for communications?
Iain Ainsworth
Obviously, we're on LinkedIn as a company, and we're also on Instagram. But I'm quite old fashioned. I'd like to hear from people. So anybody wants to pop as me an email, maybe you can put a link in for that love to hear from people, contributors, experiences.
And they say, you know, we as a company as well, we're still learning how to harness all the sustainability aspects that we have 93 hotels now and about 110 makers.
So we're always looking for feedback, suggestions, ideas, of how we can better inform people of what what's going on.
CONTACT @ THEAFICIONADOS . COM