The world is moving again. After COVID-enforced lockdowns forced us all to stay
home, international tourism is showing strong signs of recovery — traveller
numbers have hit almost 60
percent
of pre-pandemic levels in the first seven months of 2022, as governments lifted
restrictions. Around 474 million tourists travelled abroad during this period,
compared to just 175 million in the same months of 2021. Europe saw the most
people holidaymaking, accounting for 65 percent of tourist arrivals.
But while the tourism industry brings back hope and opportunity for people
everywhere, “several challenges remain, from geopolitical to economic,” says
Zurab Pololikashvili, Secretary-General of the World Tourism
Organization. “Now is the time to rethink tourism — where it is going and how
it impacts people and planet.”
COVID gave many industries time to pause, reflect and consider new ways of doing
things — not least in the hard-hit hospitality sector. It is no wonder that as
leisure travel bounces back, eco-tourism looks set to take off. The industry was
valued globally at $181.1 billion in 2019. Today, it is forecast to jump more
than 14
percent
by 2027, to reach $333.8 billion.
Hoteliers and tour operators have traditionally promoted “responsible travel to
natural areas that conserves the environment, sustains the well-being of local
people, and involves interpretation and education” (as the International
Ecotourism Society puts it). The challenge for the sector today is delivering
a sharp focus on sustainability without asking customers to compromise on all
the other desired aspects of travel — from design aesthetic and comfort to
culinary delights and exquisite service.
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One company focused on raising the bar in eco-tourism is Singapore-based
Naumi Hotels (pronounced, ‘know me’). Run by
husband-and-wife duo Gaurang (CEO) and Arshiya (Environmental, Social
and Governance Manager) Jhunjhnuwala, Naumi bills itself as a boutique hotel
group whose brand is “synonymous with whimsical spaces, imaginative
micro-experiences, bespoke services and prime locality.” It already has hotels
in Singapore; Sydney, Australia; and Auckland and Queenstown in
New Zealand, with another venue set to open in Wellington before the end
of 2022.
A graduate of Babson College in the US, Gaurang has combined his
business acumen and marketing agency background with a life-long passion for
architecture and design to create what he hopes are unique guest experiences.
Arshiya is another US graduate. After her studies, she returned to her native
Mumbai to work at a school supporting children from low-income backgrounds.
She also set up a non-profit to work with homeless communities, focusing on
employment support and alleviating food insecurity. Then, three years ago, she
moved to Singapore to start working with Naumi — and really move the needle in
addressing sustainability issues for the company.
“I was always interested in the social aspect of things, but Singapore really
helped me see the other side — the impact of hotels in terms of waste and
carbon,” she tells Sustainable Brands®.
Gaurang is equally excited about the potential for Naumi to raise standards for
sustainable, consciously designed travel properties. He points to the company’s
flagship property in Singapore — a hotel with a façade covered in green foliage,
which has reduced the overall heating capacity of the building. Eco-tourism is
“in vogue,” he admits — “but it needs to be done in a holistic manner, so that
it’s not your only USP.”
At the heart of Naumi’s sustainability ethos is its commitment to reusing and
repurposing existing buildings, rather than developing hotels from scratch.
“All of my hotels were previously trading hotels that we stripped down to the
bare bones and really tried to showcase what the hotel could be,” he says. “We
use the nuances of each building and come up with a design that guests love.”
So, how do you create places that people feel good about staying in — and want
to come back to again and again? Gaurang says it’s all about making his guests
grin because of the color, fun, life and whimsy.
“My hotels are like siblings. They are from the same gene pool, but each has its
different personalities. So, we embrace where each is located — understanding
what the building once was and what it could be; that’s really important.”
In ensuring Naumi’s hotels are not “cookie-cutter” places to stay, Arshiya and
her team fill each of the guest rooms with a range of sustainable products —
from tote bags to slippers.
“Our slippers are made of tree bark and take 60 days to decompose. We’re making
mini bar treats from artisanal creators in the Philippines,” she says. The
terry-towelling robe, a mainstay of traditional hotel rooms, has given way to a
lighter, more colorful version — made by women from Indian slums using upcycled
waste fabrics from saris.
“All our amenities are zero plastic, we only have reusable water bottles, and we
have large soap dispensers instead of the tiny plastic ones. So, we try and
avoid waste as much as possible,” she adds.
Supporting local communities is close to the couple’s hearts as they look to
help break the poverty gap by empowering vulnerable women and children, in
particular. To date, the company’s philanthropy is providing 250 children in New
Zealand with food each school day and supporting the distribution and improved
nutrition of 100,000 meals in India — improving food security for up to 13,000
children. And the products stocked in its hotel rooms have helped to double the
income of 30 Indian women.
“With our products, guests know what Naumi is about — that we are a brand that
believes in sustainability. To create social impact, our products are made by
women from low-income communities in developing countries; and our guests have
an option to buy these products.”
The duo is also encouraging, upskilling and improving livelihoods for women
through bursaries and internships.
“We’re giving employment to people that wouldn't naturally get it; we’re
showcasing their products in our hotel — and they receive the revenue through
our charity partners. When a woman is employed, it increases the household
income of any family and she gets to make better choices for her children, for
her parents and for herself,” Arshiya adds.
So, what does the future hold for Naumi? Well, once the 62-room Wellington hotel
is up and running, Gaurang will continue his search for suitable disused
buildings to join his portfolio. The ambition is to add “two or three” hotels
per year.
And he hopes customers will want to come and stay with Naumi — not only because
of the firm’s purpose-led ethos and business model, but also because its hotels
are amazing places to hang out.
“COVID changed things a lot. It has given everybody a heightened sensitivity to
the environment and taking care of spaces. People are definitely much more
aware.”
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Content creator extraordinaire.
Tom is founder of storytelling strategy firm Narrative Matters — which helps organizations develop content that truly engages audiences around issues of global social, environmental and economic importance. He also provides strategic editorial insight and support to help organisations – from large corporates, to NGOs – build content strategies that focus on editorial that is accessible, shareable, intelligent and conversation-driving.
Published Oct 24, 2022 8am EDT / 5am PDT / 1pm BST / 2pm CEST