'Luxury' in travel has long been defined by abundance, opulence and excess, often at any cost. In a world where we are finally waking up to our impact on the environment an exciting shift is taking place in hospitality.

No longer defined by opulent accommodations, lavish amenities, and overconsumption, luxury travel experiences are being redefined for the better, driven by a profound shift in what we value. From the superficial surface level, many travellers now seek experiences that go deeper. Moving from ‘consuming’ to ‘conserving’.

My guest today is Ronald Jacobs, general manager of Finca La Donaira in Spain. Working for some of the world’s most ‘luxurious’ hotel brands Ronald's experience left him feeling unfulfilled. In his pursuit of happiness, he finally found what he’d been looking for in the rolling hills of Andalusia. An organic farm and eco-retreat like nothing I've seen before...

What you'll learn in this episode:

Why this eco retreat and organic farm is the perfect example of redefining luxury
Why ‘The skin of our planet' is directly linked to both the climate crisis and the solution
Examples of Finca La Donaira's sustainability projects and visions for the future
Why authentic, meaningful travel experiences now trump opulence, and lavish luxury

If you enjoyed this conversation, be sure to check out some of my best video learning resources for travel professionals and purpose-driven tourism teams, created for those ready to reimagine tourism for people, places, and nature.

Stay in the know with my weekly eletter - www.thetourismreset.com
Check out my YouTube Channel: youtube.com/@rebeccawoolford
Connect on Instagram: rebecca_kiwano
Connect on LinkedIn: rebecca-woolford

09 Redefining Luxury Travel For The Better With Ronald Jacobs