British Travel Journal | Autumn 2019

A
S A TRAVEL WRITER, people will
often ask me ‘what’s hot?’ in the world
of destinations and holiday trends.
There’s this one hotel, an eco-friendly
Wilderness Reserve in the wild side of the Highlands,
permanently fixed at the tip of my tongue – and that’s
Alladale.
I haven’t spoken as much about one single
hotel I’ve stayed in - ever. Alladale is, in my view,
trending in every way. It’s environmentally-minded,
experience-driven, and the perfect retreat for a
luxury digital detox.
It’s not a new hotel; the Laird of Alladale, Paul
Lister, acquired the estate back in 2003. However,
I feel that it is now that his passion, vision, ethical
mindset and ability to remain commercially minded,
is being shared and understood more than ever.
Generally speaking, society is becoming more
aware of the environmental importance of climate
change. It’s thankfully an era of being more
considerate to the environment around us, tackling the
big issues of waste and conservation.
I meet people regularly now, both socially and
through work, who share stories about the changes
and small contributions they have made.
Companies such as Riverford and Gousto,
which minimise the amount of single-use plastics
from supermarkets, are gaining in popularity.
I try, for example, by using soap bars for my
body and hair, having weekly milk deliveries from
Milk&More, and taking part in fundraising events.
“It’s not a
new hotel;
the Laird
of Alladale,
Paul Lister,
acquired
the estate
back in 2003.
However, I
feel that it
is now, that
his passion,
vision, ethical
mindset
and ability
to remain
commercially
minded,
is being
shared and
understood.”
But how is all this about making a difference relevant
to Alladale I hear you ask? Well, “social purpose” is not
just becoming important to everyday lifestyle, it has
transferred to the tourism and travel industry too.
People want to see the positive impact travel
can have on the world, they're seeking to make a
contribution while on holiday – with a rise of more
fulfilling and enriching travel experiences.
Alladale has recognised this change too. However,
their conservation work is not merely a marketing
campaign to publicly proclaim the good work they are
doing to rewild Scotland at the reserve for commercial
advantage. Far from it. Alladale is the real deal, and to
them, this is not an opportunity, but a responsibility.
And it’s not a cheap one either! Uncomparable to
the extra cost of buying unpackaged fruit and veg, or
paying slightly more each week for eco-friendly toilet
roll, this sustainable environment project is costing
Alladale millions.
The man behind the project, Paul Lister, thankfully
has deep enough pockets to pay for it – he’s the son à
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