Hotel and Cruise Sustainability Innovators That Should Be Household Names

Colin Nagy, head of strategy at Fred & Farid, a global advertising agency, writes this opinion column for Skift on hospitality, innovation, and business travel. "On Experience" dissects customer-centric experiences and innovation across hospitality, aviation, and beyond. You can read all of his columns here. The pace of hospitality is moving fast, and brand positioning can quickly turn into something commodified. The idea of luxury moving from traditional white glove notions into something experience-driven and sustainable makes sense. We live in a visual culture, where social currency gets derived from documentation and oversharing. Consumers increasingly care about the provenance, background, and sustainability of both the products they consume and also their trips. But suddenly, we see many brands, including some of the more prominent, classic names, repositioning themselves accordingly. In many instances, it is a marketing hoax, and upon double-clicking, there isn't much under the hood. A legendary hotelier told me one of the best anecdotes on the actual power of cohesive experience. He mentioned that you need to think of the entire experience at one