Luxury and Responsibility: Hervé Houdré on the Future of Sustainable Hospitality

Can luxury and sustainability truly coexist?

It’s a question many hotel leaders wrestle with. For decades, luxury was synonymous with indulgence, excess, and little concern for environmental impact. But pioneers like Hervé Houdré—creator of the Forbes Verified Responsible Hospitality Program—prove that sustainable hospitality is not only possible, but profitable.

In this episode of The Conscious Check-in Podcast, Amy Wald sat down with Hervé to explore how luxury hotels can embrace responsibility without sacrificing guest experience. From his career leading some of the world’s most iconic properties to his work shaping global standards, Hervé’s perspective is a roadmap for hoteliers who want to align purpose with profit.

From Paris to New York: A Career in Iconic Hotels

Hervé’s journey began on the banks of the Loire River in France, where hospitality was part of his family heritage. Over the years, he rose to leadership positions at legendary hotels including the Plaza Athénée in Paris and New York and the Hotel de Crillon. Later, as COO of Kempinski and GM at Intercontinental, he introduced practices that would eventually earn him recognition as a pioneer of sustainable hospitality.

His turning point came after reading John Elkington’s Cannibals with Forks, which introduced the Triple Bottom Line—People, Planet, Profit. That framework transformed his vision of hotel management and became the foundation of his philosophy: sustainability must be the basis of any hotel strategy.

Why Profit and Purpose Belong Together

Skeptics often argue that sustainability costs too much or compromises luxury. Hervé disagrees:

Luxury, sustainability, and profitability can absolutely work together. But only if sustainability is integrated into the hotel’s DNA from the very beginning.

That integration begins at the concept stage, when architects, designers, engineers, and operators align on shared goals. With energy efficiency, water management, and waste reduction designed into operations, hotels reduce long-term costs and improve margins.

Amy highlighted a practical example: even without full solar installation, hotels can opt into renewable energy programs with local utilities—creating positive impact without heavy upfront investment.

For properties pursuing certifications like LEED, WELL, or Green Key, consulting with experts ensures these systems become long-term cost savers rather than compliance checkboxes. (Looking to get started? Explore Greenluxe’s Certification Support.)

The Guest Journey: Why Details Define Luxury

One of Hervé’s biggest insights is that sustainability is not about sacrifice—it’s about details that enhance the guest journey:

• Replacing plastic key cards and bottles with sustainable alternatives.

• Anticipating guest needs, like preparing personalized cocktails before arrival.

• Offering local products, staff, and design to reflect culture and reduce footprint.

  
  

These touchpoints build trust. Guests want to feel hotels care not just about them, but also about the local environment and community. Hervé calls this responsible hospitality—a mindset that goes deeper than marketing.

The Forbes Verified Responsible Hospitality Program

While certifications like GSTC or Green Key set standards, Forbes’ program takes a different approach. It verifies hotels by following the guest journey, from airport pickup to checkout. Inspectors evaluate whether sustainability is visible in real operations—not just in brochures.

The program emphasizes eliminating single-use plastics and aligning with the UN Sustainable Development Goals (SDGs). Unlike certifications, it’s about accountability and guest trust—ensuring what hotels claim online is what travelers actually experience.

For hoteliers, this offers a powerful differentiator: verified responsibility that complements certifications while strengthening brand loyalty.

Sustainable Procurement: Beyond Bathrobes and Slippers

When it comes to procurement, Hervé doesn’t mince words:

“Procurement is the beast. We tell hoteliers what not to use, but rarely provide sustainable alternatives.”

That’s exactly why innovators like Feelgoodz are so important. Their story began with a chance encounter in Thailand, when founder Kyle Berner met a rubber-farming family whose warmth, resilience, and craftsmanship inspired a business built on friendship and purpose. What started as a serendipitous meeting has grown into a global network of artisan partners: women-led knitting villages in Nepal, traditional weavers in Punjab, rice farmers in Vietnam, and natural rubber co-ops in southern Thailand.

Feelgoodz products carry these stories. From slippers to sandals, every item blends ethical sourcing, zero-waste innovation, and natural materials like recycled rice husks and responsibly tapped rubber. As proud members of the Fair Trade Rubber Association, they directly support better working and living conditions for farming communities while reducing environmental impact.

For hoteliers, the business case is clear. By partnering with vendors like Feelgoodz, leaders can:

• Reduce unnecessary single-use waste, a global epidemic that frustrates eco-conscious travelers.

• Elevate the guest experience with comfort-driven products rooted in authentic craftsmanship.

• Gain a competitive edge as early adopters, aligning with procurement standards like Forbes Verified Responsible Hospitality.

Feelgoodz isn’t just a vendor—they’re a movement. As an Astria-approved supplier, they’re quickly becoming the go-to brand for sustainable amenities in luxury hospitality. Their products tell a story guests can feel good about—because every step taken in a pair of Feelgoodz is a step toward a more responsible future.

For hotels overwhelmed by choices, consulting partners can help vet and source eco-friendly suppliers. (Greenluxe offers dedicated Sustainable Purchasing support.) But when it comes to showing guests that luxury can leave a legacy, not a footprint, Feelgoodz is already leading the way.

Key Takeaways for Hoteliers

Hervé’s wisdom offers practical lessons for luxury hotels:

• Integrate sustainability from the start—in design, construction, and operations.

• Think local—hire local staff, source local products, and showcase culture.

• Focus on core pillars—energy efficiency, water savings, and waste reduction.

• Turn procurement into strategy—choose durable, sustainable, and memorable items.

• Build trust—show guests that your sustainability claims match reality.

Why It Matters

As Hervé reminds us, sustainability in hospitality matters because it has the power to impact the world. For hoteliers, it’s about more than compliance—it’s about legacy. And legacy, like Hervé’s favorite poem The Dash, is measured by what we leave behind.

If you’re ready to transform your property into a model of responsible hospitality, listen to the full conversation and take the next step with Greenluxe.

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