Positioning Saccharum in Madeira as a sustainable luxury hotel: brand do – adapting and innovating the product offer

Abstract

Sustainability has been prioritized on the global agenda. Growing consumer awareness of environmental issues has prompted companies to shift their portfolios towards sustainability, and industries like luxury and hospitality are also contributing to the trend. More and more luxury hotel chains around the world are incorporating sustainable practices to achieve a green transition. Hence, the objective of this paper is to understand how a large luxury hotel like Saccharum can achieve a sustainable positioning. The recommendations focus on how the hotel can strengthen its current offering and what new practices and initiatives it can implement from an operational point of view.