BlackBook Back to the
BlackBook Back to the Future D E C O N S T R U C T I N G L U X U R Y Sonu Shivdasani, co-founder of pioneering eco-resort Soneva Fushi, talks about his lessons from the past 25 years and what meaningful travel means now Soneva cofounder and CEO Sonu Shivdasani Why have so many hotels and brands followed in your footsteps to incorporate sustainability in luxury travel? When I first visited the Maldives with my wife Eva, we fell in love with the place. I had never seen anything quite like it. Eva loved the untouched simple way of life there. We decided we wanted to open a resort like no other, while ensuring we protect the environment. We believe that a company must have a clear purpose beyond turning a profit. It must serve and contribute to the society in which it operates, and should not negatively impact the environment in which it is located. Hence our commitment to sustainability grew from this main goal, and our vision to create rare experiences for our guests continues to this day. We have since noticed that luxury travel is not about simply being around luxury and luxe objects. While the ultra-rich expect a certain level of service, surroundings etc, people are increasingly looking for an experience that is completely different from what they have in their everyday lives. Over the past few decades, we have seen a large demographic change with regard to the rich. Historically, the wealthy were the landed gentry, having inherited their wealth. They would spend most of their time in their large estates, where they had an abundance of fresh air, fresh food, space and privacy. Today, the rich live in densely populated capitals of the world, whether that be London, Paris or New York. What the rich of the past found rare is now commonplace for the wealthy of today, and what the rich in the past took for granted – the fresh food, the fresh air, time and space – is now rare. Sustainability and health are hallmarks of something that our guests rarely experience in their home cities. It is rare to enjoy oneself and not harm one’s body. It is rare to enjoy oneself and not damage the environment. It is a luxury in which we too seldomly indulge. Our guests come to us because they want to reconnect with the natural environment around them and to disconnect from their day-to-day existence, especially as we come out of the pandemic. Also, we have found that guests are now extending their stays: our guests on average stay between seven and 10 days, with some of our guests even staying for up to three months or longer. When it comes to genuine sustainability, what are the key differentiators? Expense, we would argue, is not indicative of luxury. Rarity, however, is. The features in our resorts are not often found in other resorts or restaurants around the world. Sustainability and wellness are hallmarks of something that our guests rarely experience in their cities. It is rare to enjoy oneself while doing something positive for the environment. So we have combined apparent opposites and found ways in which they can live hand in hand. Sometimes the more sustainable option is the more luxurious one. For someone living in an urban environment, dining in the middle of a private lagoon, going ILLUSTRATION DAVID DESPAU 20 CENTURION-MAGAZINE.COM
Left: “The fully carbon-neutral island Makers’ Place studio recycles our waste plastic and aluminium into beautiful works of art and decor used across the resort,” says Shivdasani of Soneva Fushi’s innovative new programme, established in collaboration with artist Alexander James Hamilton (left in above-right picture) engagement. In fact, I am a big fan of the words of Henry Ford, who described his company as “an instrument of service rather than as a machine for making money”. To reinforce our Slow Life Core Purpose, in 2008 we created The Soneva Foundation. It is a UK-registered charity. Since then, with some Six Senses properties contributing at the time, we have raised million from our resorts. A noteworthy aspect of The Soneva Foundation is how it has generated its funding. This is another strong belief that Eva and I have, which is that if we are to solve the social and ecological challenges that we face in the 21st century, companies must make small changes that do not affect their profitability, nor negatively impact how guests perceive them. This is a strong belief of ours. The Soneva Foundation has been, importantly, financed entirely by these small changes that we have made – not by any donations. PHOTOS CLOCKWISE FROM TOP LEFT: JULIA NEESON (2), MATT PORTEOUS Much of the cuisine served at Soneva Fushi is informed by ingredients from the resort’s vast organic gardens on a sunset dolphin cruise or enjoying an intimate “no menu” meal from a Michelinstarred chef in a stunning natural location is rare. Dishes made with ingredients that were picked that morning become luxurious. Snorkelling above a swirling feeding frenzy of manta rays or meeting a local fisherman and learning how to fish sustainably are incredibly unique experiences. Our signature outdoor bathrooms are a luxury for the urban dwellers, most of whom cannot shower each day in a 100sq m bathroom among waterfalls and tropical plants while being able to look at the moon at the same time. I liken our 25-year journey in sustainability to the onion. Every time we peel off a layer and feel we have cracked the code, we discover something more we can do. What’s your personal Covid-19 lesson? I have been fortunate enough to have experienced many crises. “Fortunate” is a deliberate choice of word. The Chinese word for crisis is two characters: “danger” and “opportunity”. Over the years, I have come to understand these words of Lao Tzu. I have come to realise that these crises are opportunities to learn, grow and develop. We certainly have no control over the hand that we are dealt, but we have total control on how we play the hand. I have realised that if one considers a crisis in a positive way, one can always find an opportunity to learn and develop and make one’s life more enriching as a result of the crisis. My approach during this crisis has been to consider every challenge that one comes across each day. With initiatives like Soneva Namoona and Soneva Foundation and your just-launched Makers’ Place studio, this solution-based mentality is clearly part of who you are. We have believed for many years that a company must have a purpose beyond simply enriching shareholders and paying employees a salary, and that when one can do this, it achieves a high level of How will luxury travel change over the next decade? The needs of our guests have evolved from luxury to meta-luxury. It is no longer about owning luxury items that indicate status like premium whisky, luxury watches and the latest “It” handbags. Owning status no longer satisfies high-net-worth individuals. They have an increasing thirst for knowledge and learning. They seek discretion, special access and even surprise. They want meaning, authenticity and connection. Meta-luxury is about authentic conviction, experience, focus and depth, discovery and knowledge; and understanding that the industry is yearning for authentic experiences. With climate change and its effects so apparent, the world is striving for real experiences. Living in the moment is everything. To do that, you need to experience. When guests go on holiday, we don’t want them to watch television or do whatever they do at home – we want them to escape, to dream, to feel. Following the impact of the Covid-19 pandemic, I also suspect that travellers will become more health-focused, more aware of nature and more sensitive to the challenges of the planet. – As told to Thomas Midulla ¬ CENTURION-MAGAZINE.COM 21
