Luxury hospitality: towards a narrative with meaning and purpose ...Middle East

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In recent years, and especially since the health crisis of 2020, the concept of sustainability has become increasingly important within the hotel industry. However, although this concept initially began to develop as an effort by companies to minimise the impact of their activity by reducing energy consumption or optimising resource management, it is now an essential element of their brand narrative. Especially in the luxury sector, where service is complemented by image and symbolic projection, sustainability has become an added value, a differentiating factor.

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Last updated : 09 October 2025 clock 11:58 AM

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Luxury hospitality: towards a narrative with meaning and purpose ...Middle East

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