In a different approach to CSR strategies, instead of simply switching to eco-friendly energy sources and recycling, Marriott have set up a programme with the Brazilians to pay villagers in the Amazon to not cut down trees. How they plan to do it hasn’t really been disclosed and it sounds like a complicated arrangement. However the essence of it apparently is that they pay the Amazonians a cheque for each day they refrain from illegal logging.
Not a bad idea.
As hospitality automates for efficiency, a critical line is emerging. Explore the hospitality threshold — where frictionless design becomes soulless, and which moments must stay human.
Modern systems have turned rest into something we perform rather than something that restores us. This essay explores why holidays often fail to renew people, how work and the holiday industry reinforce the problem, and what real restoration actually requires.
Luxury resorts used to sell status and spectacle. Now they sell something quieter: relief. Guests arrive overloaded, and the best resorts are redesigning around sensory calm, reduced friction, and emotional steadiness. Modern luxury is less about what you add, and more about what you remove.