Pinkhasov, MichaelVarano, Francesca Romana2024-09-232023-06-262023-01-16http://hdl.handle.net/10362/172212Sustainability has been prioritized on the global agenda. Consumers’ increasing awareness pushed companies to shift their portfolios towards sustainability. Leading luxury hotel chains worldwide are incorporating sustainable practices to achieve a green transition. This paper aims to understand how a full-sized, luxurious hotel such as Saccharum can achieve a sustainable positioning. A new aspirational Brand Culture for Savoy Signature Group was built to allow Saccharum to be perceived as a real luxury brand agent of change for sustainability, highlight a specific purpose and follow a guideline for day-to-day operations to attain business goals in a sustainable and strategic way.engSustainabilityHospitalityLuxury hotelsSustainable portfoliosStrategic sustainabilitymaster thesis203515315