November 21, 2022

Sustainable Luxury

“Tourism continues to become smarter and more sustainable, but sustainable practices are not about cost-cutting attempts hidden behind feel-good actions: it is about investing in the right people and in the right places,” said Geoffrey Ravoire, Luxury Travel Advisor at Huffman Travel, a Jet Linx Elevated Lifestyle partner.

While there’s no strict definition of ecotourism, the practice is gaining popularity. An ecotourist could be painted as someone that asks tougher questions of touring companies and their practices, or someone that chooses low-impact transportation such as a canoe over a cruise ship. More rugged ecotourists might opt to build wells in Asia or plant trees in Africa, but simply choosing to support locally-owned luxury lodges instead of multinational corporations can qualify as part of the same agenda.

Economists, scientists and travelers have now begun to wake up to the importance of this practice – the economic value of protecting natural environments can be powerful. Kenya has stepped up anti-poaching efforts because tourism stands as a much more valuable commodity than the poaching trade; according to the World Bank, each lion in Kenya’s Amboseli National Park translates to $27,000 annually in revenue.

Instead of decreasing an area’s livelihood, ecotourism shows it is possible to both protect and profit from natural resources. Conservationists relish the fact that residents can now abandon destructive practices for more environmentally-sound ones. Instead of locals selling turtle shells to tourists in Mexico, they have instead constructed preserves where tourists pay to see the protected animals. Certain governments around the world have also increased park entrance fees to lower foot traffic while raising more funds to promote conservation.

For example, if a small-town theater can only hold 50 patrons but 100 are allowed to see a performance, not only might the theater be damaged, but the patrons would not enjoy the show. Ecotourism preserves environments, improves local communities (economically and environmentally) and affords visitors a more pure experience.

“More and more of our clients have responsible travel in mind and ask us if our partners ‘do good in their areas’ or if they are ‘green hotels’,” Ravoire said. “They feel good knowing their last trip wasn’t just about their enjoyment.”

As more destinations around the world act to transition to sustainable tourism, travelers are taking notice and increasingly seeking ways to reduce their footprint while they travel, whether that’s through offsetting carbon emissions when flying (learn more about the Jet Linx partnership with 4AIR at right), staying in an eco-friendly resort, or joining tours led by locals instead of international corporations.

However, not all destinations are created equal. A thoughtful approach must be taken to select the proper hotels, outfitters and travel organizations that truly want to minimize environmental impacts while working to sustain their natural habitats. Jet Linx clients seeking greener destinations and hotels can rely upon the Luxury Travel Advisors at Huffman Travel to select the most luxurious and environmentally-responsible operators.

For example, Palau, a 600+ island archipelago in Micronesia, requires its visitors to sign a pledge upon arrival—in their passport. This stamped pledge declares, in part: “Children of Palau, I take this pledge, as your guest, to preserve and protect your beautiful and unique island home.” Hundreds of miles of coral reef around the islands are deemed to be a no-fishing zone to help protect the rich biodiversity of the archipelago’s surrounding waters. There’s even a designated shark sanctuary, the first of its kind, that protects its waters from shark fishing.

However, many luxury hotels – both large and small – are taking environmental responsibility into their own hands. Huffman Travel builds trust with travel partners through relationships. Because they know their outfitters and their values, they know that the communities in which they operate aren’t left behind.

“Our partners employ and empower local people while ensuring the money they make remains within the community. From pioneering new ways to recycle waste and propagating the principle to neighboring islands to natural and cultural initiatives led by Awasi in the jungle of Iguazu or pampas of Patagonia, these are just some of the projects our clients help advance thanks to their travels,” said Ravoire.

When seeking to travel and keep your footprint small, sometimes it is easiest to select a hotel or resort that emphasizes sustainability and environmental responsibility. On the following pages, explore three options for thoughtful luxury travel, selected based on their commitment to sustainability and their efforts to improve the communities in which they operate.

Fogo Island Inn is a community-centered social business, and an initiative of Shorefast, a registered Canadian charity dedicated to helping secure a resilient economic future for Fogo Island, Change Islands, and similar rural communities worldwide.

Fogo Island Inn


Situated along Iceberg Alley, all 29 rooms feature floor-to-ceiling views of the North Atlantic Ocean. This is where locality is expressed when nature and culture come together through food, adventure, and community. The island has seven seasons, and its still-wild world has caribou to track, hills of berries to forage, nature trails to explore, and countless birds and marine species to behold.

In a modern spin on the fishing-shacks-on-stilts that dot the island, everything from the furniture to the quilts was created by members of the community. The 29 rooms all have floor-to-ceiling ocean views (and their own pair of binoculars). But the best thing about coming so far is how you’re made to feel at home: Guests are paired with “community hosts,” who show you around the island. From the “Daybreak basket” quietly left outside your door at sunrise to a nightcap at the convivial bar, every bit of food and drink is memorable. Activities around the island vary wildly from whale watching to boat-building to jam and jelly making – but all activities come at the expertise of locally-based concierge staff. At the close of a long day, a cedar hot tub fueled by a wood-burning fire offers a whimsical respite.

Fogo Island Inn is a social business and a community asset founded by Shorefast, a registered Canadian charity with the mandate to promote cultural and economic resiliency for Fogo Island. The Inn is a 100% social business: all operating surpluses are reinvested in the community of Fogo Island through the projects and programs of Shorefast. The Inn was built using primarily private philanthropic funds with the addition of some government grants, and there are no financial contributors seeking a return on their investment. The success of the Inn benefits no individuals, but rather the larger community of Fogo Island.

With large doses of peace and quiet, Awasi Patagonia is in an isolated, bucolic setting with beautiful vistas of pasture and forests, mountains and lakes.



Awasi is a collection of three small (carbon neutral) luxury lodges that offer all-inclusive private programs in South America’s most iconic and breathtaking locations.

For each room, a private guide and a four-wheel drive car are reserved, creating the opportunity for tailor-made excursions within each unique location. As a part of Relais & Chateaux, Awasi’s chefs showcase the best local flavors, making for an unforgettable gastronomic journey. No matter which luxury lodge you choose (stays can be combined), Awasi offers a place to slow down and enjoy a new side of unassuming luxury; more than a trip, Awasi is a state of mind.

Located in the ancient trading town of San Pedro de Atacama, Awasi Atacama has just 12 rooms. Located in the world’s driest desert in northern Chile, this otherworldly domain will make you feel as if you’ve stepped into another realm. Guests can visit volcanoes, geysers, salt flats and landscapes that shapeshift with the movements of the sun.

Awasi Patagonia, located in Torres del Paine, Chile, offers a land of cowboys and pioneers in an isolated corner of the world. Inspired by old Patagonian shelters and ranching outposts, the lodge and 14 villas lay in a private reserve overlooking granite peaks and pristine lakes of the Torres del Paine National Park.

Awasi Iguazú, Argentina, is located just 20 minutes from the world’s largest waterfalls. Awasi’s 14-room lodge is situated on the banks of the River Iguazú, surrounded by the Atlantic Rainforest. Built on stilts for minimal environmental impact, the 14 villas are spread throughout the jungle, each positioned for utmost privacy but within easy distance of the main lodge.

Each villa at Awasi Iguazú is assigned a private guide and 4WD. This allows guests to explore at their own pace, enjoying specially- crafted excursions that go beyond the famous falls.



This fully-inclusive experience offers unlimited watersports activities and excursions, unlimited spa time and endless culinary journeys. While guests have limitless adventures waiting just beneath their overwater bungalows, many choose to relax in a hammock or in the Himalayan salt room, sample new wines and cheeses or perform downward dogs on the sand. Floaty kaftans, swimsuits, and flip-flops are the island uniform.

Renowned eco-friendly design features 15 enormous, overwater residences that offer uninterrupted island charm and include an open floorplan indoors that taps into the Maldives’ favorable climate conditions, allowing for plenty of natural light and lots of airflow.

The outdoor deck is a spacious extension of the living space with ocean views and further options for private dining and relaxation, topped off with a large infinity plunge pool. The villas are arranged in a glorious sweep around one side of the island, while the coconut-shaped main lodge is on the other, its eco-credentials writ large on its folded roof—984 solar panels in all.

For a truly unforgettable dining experience, the 5.8 Undersea Restaurant, situated 5.8 meters below the sea, is a glass-encased underwater restaurant where contemporary cuisine and views of coral reef collide. In-room and destination dining are also available, as well as another on-site restaurant that offers unencumbered views of romantic south Pacific sunsets. Guests can savor fresh seafood and high-end cocktails guilt-free knowing that Kudadoo offers sustainable luxury in a fragile environment.

All wood at Kudadoo is sourced sustainably, inflicting no damage to wildlife or land.

4AIR for Greener Private Jet Travel

On Earth Day 2021, Jet Linx reinforced its dedication to sustainability through a new partnership with 4AIR, the first and only rating system focused on comprehensive sustainability in private aviation and dedicated to reducing and mitigating aviation emissions. Lowering the environmental impact of aviation activities, the program allows Jet Linx Aircraft Owners and Jet Card Members to purchase carbon offset credits that fund projects designed to counterbalance carbon emissions around the world.

“Our partnership with 4AIR proactively supports and advances our mission to achieve a cleaner, greener future,” said Jamie Walker, President and CEO of Jet Linx. “This voluntary carbon offsetting program represents a significant shift in our industry’s priorities, and we are proud to be pursuing solutions that reduce our carbon footprint and set a new standard for sustainability in private aviation. Together with our clients, we look forward to making a positive impact on our environment and creating a more sustainable future.”

Jet Linx clients who elect to participate in the program purchase of carbon offsets to match their hours of flight, in which one carbon offset represents the reduction of one metric ton of CO2 equivalent emissions. The credits will fund environmental projects that primarily incorporate forestry and renewable energy in order to address the largest source of global emissions and also support a variety of projects that address community co-benefits. The 4AIR portfolio includes project technologies such as solar power in India, cookstoves in developing countries, wind energy in the U.S. and sustainable management of forests worldwide.

Contact Us