LONDON: Saudi travellers are increasingly seeking luxury experiences that align with their environmental values, marking a growing shift toward sustainable tourism among visitors from the Kingdom.
Hotels across London, including the Montcalm Collection in Mayfair, have noticed this change as younger generations from Saudi Arabia and the Gulf embrace eco-conscious travel.
“We’ve noticed that our Saudi guests, especially those between 30 and 50, are much more conscious about the environment than before,” said Tomas Jurca, cluster general manager for the Montcalm Collection. “They still expect luxury, but they also want to know that their hotel cares about its environmental footprint.”
Jurca told Arab News that Saudi visitors now make up the majority of guests at one of the group’s newest Marriott-affiliated properties. Many are Marriott Bonvoy members, helping promote awareness of sustainability practices throughout their travels.
“We see more guests from Saudi Arabia trying new hotels and experiences rather than sticking to the old, familiar names,” he added. “They’re open-minded, experimental, and increasingly aware of global sustainability trends.”
The Mayfair property achieved Green Key certification within three months of opening, reflecting its focus on environmentally responsible design. Single-use plastics have been eliminated, slippers are made from bamboo, and shower caps are produced from biodegradable cornstarch. All minibar items are sourced locally within the UK to reduce carbon emissions.
“We wanted to reduce waste without compromising on comfort or elegance,” Jurca said. “Guests appreciate the story behind these choices and are often surprised to learn how everyday items can be made sustainably.”
He added that the shift toward eco-friendly travel is generational rather than geographical. “It’s not just a Saudi or Middle Eastern trend — it’s about mindset,” Jurca said. “People in their 30s and 40s understand the importance of protecting the environment for their children, and if we don’t lead the way, our kids will remind us why it matters.”
Saudi travellers are also exploring more diverse experiences beyond London’s traditional shopping areas. “They’re not just coming for Harrods anymore,” Jurca said. “They want to discover new places, explore culture, and see something different from what their parents or grandparents did.”
As sustainability becomes a key pillar of Saudi Arabia’s Vision 2030, industry experts expect eco-conscious travel to become an integral part of the Kingdom’s tourism identity.
“Travelling responsibly is no longer niche, it’s becoming the new norm,” Jurca said. “Saudi guests are at the forefront of that transformation.”
