Unlocking the secrets to luxury and sustainability: An interview with Sonu Shivdasani

For luxury and eco-conscious travelers, Sonu Shivdasani is a name that needs no introduction. As the visionary behind two of the most luxurious and sustainable resort brands in the world—Soneva Resorts and Six Senses Resorts—Shivdasani has achieved something remarkable: creating an unparalleled experience for luxury travelers while also being environmentally responsible.

In this exclusive interview with Travel Asia Now’s Founding Editor-in-Chief Rhea Vitto Tabora, he shares his meaningful journey and offers advice to other hospitality businesses looking to incorporate sustainability practices into their operations.

For luxury travelers, discover how you can have the most luxurious experience possible while still making sure that you are minimizing your environmental impact.

What motivated you to found Soneva (Guardian of the Culture) and Six Senses Resorts?

I first visited the Maldives with Eva in 1987 and fell in love with the place. I had never seen anything quite like it. Eva, who had been coming to the Maldives for modeling shoots in the late 1980s and early 1990s, loved the untouched, simple way of life. We decided we wanted to open a resort like no other, whilst ensuring we protect the environment.

We believe that a company must have a clear purpose beyond turning a profit. It must serve and contribute to the society in which it operates and should not negatively impact the environment in which it is located.

Together, we combined our respective experiences in management, style, and design to develop a resort that would satisfy our desire for a dream destination for those who like to travel in a luxurious style.

We bought an abandoned resort on far-flung 100-acre Kunfunadhoo Island in the Maldives and set about creating our dream.

After considerable effort and some good luck, our first resort, Soneva Fushi, opened in 1995. We were the first luxury resort in the Maldives, which at the time was a diver’s paradise, and the few hotels that were there had very low rates.

In 2011, Soneva became the first company, and is currently the only one, to offer luxury resort real estate for foreigners in the Maldives, at Soneva Fushi.

The Soneva Villa Ownership program is also available at Soneva Jani in the Noonu Atoll.

We built one resort after another, and we founded Six Senses Resorts and Spas, as well as the Evason brand, which we sold in 2012.

The Soneva brand was always our premium brand. Since 2012, our strategy has been to only operate resorts that we own.

To manage the level and quality of our brand the way we want to, we pay an extraordinary amount of attention to detail, not least because we want to maintain our dedication to our sustainability goals.

Can you tell us about some of the innovative ideas and projects that Soneva has implemented over the years to promote sustainable tourism?

I have spent my life working in the hotel industry and have devoted my career to building what is now a network of luxury resorts. I do not believe that this puts me at odds with conservation, but I am the first to say that the hotel and tourism sectors should admit where they have failed and take steps to bring about change.

At Soneva, we recycle what we can onsite by composting organic food waste and garden waste, and make our own charcoal from wood waste. Glass waste is sent to Soneva Fushi’s Art and Glass Studio where it is crushed and melted down to be made into one of a kind works of art by world-renowned visiting glass artists or turned into functional glassware by our glass team. Metal and cardboard are sent off the island for recycling. We have a small number of non-recyclables that we incinerate onsite.

Our projects team also uses Styrofoam packaging to insulate the walls of our villas, or it is broken down and used to make building blocks.

We have also begun making our own coconut oil at our resorts from coconuts collected from our islands.

We use the copra (white meat) in our kitchens, or we sun dry it and press it to make oil, we use the husks and shells in our compost or as building materials.

Operating in remote locations requires our guests to travel long distances. On average, a guest’s round trip will result in emissions of around 1 ton of CO₂. Our guests have little choice but to fly to reach our remote locations. In 2008, we realized that our approach towards measuring carbon emissions was limited as we were only measuring scopes 1 and 2, not scope 3, which covered the externalities i.e., guests flying in, supplies coming into our resorts, etc.

We thus decided to measure scope 3. To our great surprise, we discovered that 85%, yes, 85% of the CO2 emissions from Soneva Fushi come from scope 3, which the industry, in general, does not measure. So, we took the simple step of adding a mandatory 2% Environmental Levy to our guests’ bills, to offset all our emissions.

It was a small change, and a relatively small charge, which we found our guests more than happy to accept. And the rewards have been great. This small levy, based on the villa rate, lets the Soneva Foundation invest in projects that have a positive environmental, social, and economic impact which offset carbon emissions from both guest flights and resort activities.

The Soneva Foundation supports the development of projects that have a positive environmental, social, and economic impact.

Wherever possible, the Soneva Foundation uses impact investing principles, seeking to recover outlays through carbon finance, which in turn will be fed back into projects to help extend the reach and benefits to more families.

The Soneva Foundation’s focus areas are environmental such as climate change, restoration of the ocean and terrestrial biodiversity as well as safe drinking water.

In addition, the Foundation focuses on social issues such as malnutrition and foster care. Carbon mitigating projects include the Myanmar Stoves Campaign which is the first Gold Standard carbon credit project in Myanmar. The cook stove project is innovative as it is developed using impact investing principles. The stoves are sold at 50% discount of cost via a network of locally trained vendors. This creates jobs as well as makes the stoves affordable in rural Myanmar. Revenues from the sales and carbon credits will ensure the project is self-financing and does not rely on donations. Over 36,000 stoves have been distributed to date, benefiting 170,000 people.

The benefits of the project to the local community are extensive, including monetary savings for households, protection of biodiversity, training and employment opportunities, and health benefits from significantly reduced indoor air pollution. We are proud that the social value of the Myanmar Stoves Campaign is US$28 million to date. The Darfur Stoves project distributed 26,000 stoves in IPD camps in war-torn Darfur. 242,000 tonnes of CO₂ have been mitigated from the project, benefiting 130,000 people.

The Soneva Forest Restoration Project has, since 2011, planted 511,920 trees of 90 different local species using Framework Species Methodology. Rather than a plantation, this method regenerates the natural forest biodiversity. A total area of 300 acres of degraded forest land is being restored in Northern Thailand, mitigating 255,000 tonnes of CO₂.

The Soneva Wind Turbine Project built a 1.5MW Suzlon wind turbine in Tamil Nadu, India in 2008. It will provide 80,000kWh of clean electricity to the people in the area and reduce 70,000 tonnes of CO₂ over its 20-year lifespan.

The Soneva Clean Water projects have provided safe drinking water and basic sanitation to 750,000 people in over 500 projects in over 50 countries.

We have also set up the Soneva Water bottling plant on Maalhos island in the Maldives, which serves the island as well as its neighboring islands Dharavandhoo and Kihaadhoo.

We are also working with Action Against Hunger through our Restaurants Against Hunger initiative to help fight child malnutrition in Bangladesh and Nepal.

Furthermore, we support Care for Children which promotes foster care in China and Thailand.

What do you believe has been the key to Soneva’s success in marrying sustainability with luxury travel experiences?

We believe that luxury is defined as something that is rare or uncommon for the consumer. It is something novel and authentic, that strikes a chord in one’s heart when it is experienced.

Sonu Shivdasani – Founder and CEO, Soneva

We have pursued ‘Intelligent Luxury’ in our desire to challenge and fully understand what luxury truly means.

The last 30 to 40 years have seen a major shift in the demographics of the wealthy. They live in cities, where pollution is present in all its forms: unclean environments, noise, and light. They are not as in touch with nature, they hardly have time to sit down and take a breath, let alone spend large amounts of quality time with their family and friends.

With this in mind, the experience we have created for our guests is as far removed from an urban scenario as possible, letting them indulge in things they rarely get to do in their daily lives.

When our guests arrive, the first thing we do is ask if they would like to take off their shoes. Our ‘No News, No Shoes’ mantra helps ground our guests and lets them feel the sand between their toes. Some never put their shoes back on for their entire stay with us. We have had guests say it feels strange to go back to socks, shoes, and high heels once they leave.

With our food and beverage offerings, we do our best to source as locally as possible, be that from our organic gardens, from the plentiful seas that surround our islands, or from nearby islands and countries.

Sourcing locally has two main benefits: firstly, our ingredients don’t have to travel so far to reach our guests’ plates, thus keeping their nutritional values intact; secondly, it reduces our carbon emissions.

There is absolutely no detrimental impact on the environment, and our guests savor their meals with the knowledge that the food they consume is free of chemicals, is fair-trade, and is sourced sustainably.

Other examples are the fair-trade dark chocolate in our chocolate rooms or the biodynamic and organic wines that dominate our wine lists.

Some of my favorite signature Soneva features of our resorts are the outdoor cinemas, our observatories, and the large outdoor bathrooms.

We believe these are true luxuries; watching a film under the star-lit sky, exploring the wonders of space, and bathing whilst surrounded by nature. Expense, we would argue, is not indicative of luxury. Rarity, however, is.

The features in our resorts are not often found in other resorts or restaurants around the world. Sustainability and wellness are hallmarks of something that our guests rarely experience in their cities. It is rare to enjoy oneself while doing something positive for the environment. So, we have combined apparent opposites and found ways in which they can live hand in hand.

Tell us a bit more about Soneva in Aqua, the ultra-luxurious yacht. How has it evolved since its launch? 

Soneva in Aqua is an ultra-luxurious 23-meter yacht that combines Soneva’s signature hospitality with the freedom of a private charter. It has elevated the definition of an ocean charter, offering Soneva’s signature luxury and impeccable service at sea.

Rare guest experiences are an intrinsic part of Soneva’s Slow Life philosophy, and Soneva in Aqua is no exception, with a captivating selection of one-of-a-kind activities, both above and below the waves.

Every Soneva in Aqua itinerary is completely bespoke. Voyages range from a half-day or full-day Soneva in Aqua cruise to up to ten-day stay-aboard adventures, as well as multi-destination packages with combined stays at both Soneva Fushi and Soneva Jani, enabling guests to fully immerse themselves in Soneva’s luxurious Maldives experience.

Each voyage is fully tailored to guests’ desires, whether they prefer to explore remote islands and atolls, discover hidden surf breaks and secret dive sites, or simply relax with an on-deck massage under the stars.

For family travel, parents can relax whilst children are entertained by a multitude of experiences and fully trained staff.

The yacht’s itineraries take in some of the Maldives’ most spectacular locations, from the unique Rose Garden reef and Corbin wreck site in the Goidhoo Atoll to the unspoiled ecosystems of the Baa Atoll, rich in marine biodiversity.

Diving and surfing in the Maldives are best experienced from a yacht.

What have been some of your most memorable moments while working in the sustainable luxury travel space? 

It always inspires me to see how our guests change while they’re with us. This may sound like a naïve message coming from an island in the middle of the Indian Ocean, accessible only to a handful of travelers, but we see it as an awareness-building experience.

We want people to recognize the necessity of repairing the damage that we have caused to the environment, the energy we consume, or the water that we take for granted. The hospitality industry can make a huge impact by getting this message across.

We get our guests involved so that they can spread the good word about giving back to the planet and the less fortunate people who also call it their home.​

As pioneers in sustainable luxury, it is also very pleasant to see that tourism is moving towards more conscious travel. 

And, of course, all our initiatives—every first positive change, every first positive outcome always reminds all Sonevians that we do something very important. Hence, it is always memorable.

How does Soneva inspire travelers to make more conscious, sustainable decisions while on vacation?

I would say about half of our guests already care about sustainability; our Soneva Enthusiasts certainly do.

They are very impressed by what we have achieved—whether it’s that we banned branded water, single-use plastics, and plastic straws or that our mandatory environmental levy has raised USD10+ million for the Soneva Foundation’s carbon offsetting projects.

We also recycle 90% of our waste, and our resorts’ Eco-Centro Waste to Wealth facilities are constantly innovating. 

That said, in certain markets, people still think to themselves, “Well, if it’s sustainable, it cannot be luxurious.”

This is why we focus on our brand proposition of ‘Inspiring a Lifetime of Rare Experiences’.

We bring our core purpose to life through our operations and the experiences we offer.

What do you believe is the key to providing guests with unparalleled experiences while maintaining a commitment to sustainability?

I believe that having a strong company culture and core values and being absolutely true to your goals and values is the key.

Slow Life is a guiding principle for all our Hosts. It is our moral compass, as well as our operating compass. Sustainability runs through our core, and we always strive to limit the negative environmental impacts of our activities – which is both difficult and yet critical for a company that operates resorts in remote places of pristine natural beauty. 

I believe that all companies, hotel businesses included, must have a purpose beyond profit. They must play a greater role in the world beyond just enriching their shareholders. I don’t believe that this has to run counter to a successful business model; in fact, it can be central to it. We can find opportunities to make small positive changes that do not negatively impact our profitability or our guests’ perception of our products yet can generate considerable good for both the environment and society. In fact, they can often enhance our guests’ experience.

By taking bold steps, we can fundamentally redress the balance between business and communities and shift back to the original purpose of the corporation as a service to society.

What advice would you give to other hospitality businesses looking to incorporate sustainability practices into their operations?

We know for a fact that we inspired many companies in the industry. In fact, things that were novel and differentiators when we first opened 27 years ago are now qualifiers. Whether it is the spa, large villas, or overwater villas that are parallel to the view rather than perpendicular. 

That said, over the last few years, a lot of our innovations have centered around experiences. Because we are a small group where we are both the owner and the operator of our properties, we feel that we are able to charge ahead with new ideas around experiences and stay well ahead of our competitors.

The one area of our practices where I would wish for more replication is all our activities around the environment. It is such a shame that there are still so few hotel groups that only serve water bottled on-site and then actually give this money to charities.

What is your vision for the future of sustainable luxury travel? 

I believe that destinations that are true to their offering will continue to thrive, and those that lose their individuality will suffer.

We have seen that luxury, in general, and not just hospitality, has become very conventional. Luxury brands should do their utmost to avoid losing their individuality.

Our guests do not have much interest in acquiring material luxuries, rather they have an increasing thirst for knowledge and learning, and they seek discretion, special access, and surprise.

They want meaning, authenticity, and connection.

Today, people crave conviction, experiences, focus and depth, discovery, and understanding.

With climate change and its effects so apparent, the world is striving for real experiences.

Living in the moment is everything. When guests go on holiday, we don’t want them to do the same thing they do at home – we want them to escape, to dream, to feel. For that, you need to experience.

I strongly believe that a successful business is one that combines apparent contrasts and makes these opposites compatible. When this is achieved, it creates an experience that is both unique and admired, one that immediately fosters loyalty from the guest.

Sonu Shivdasani’s visionary approach to sustainable travel is a source of inspiration and optimism. His belief in businesses having a purpose beyond profit, along with his unwavering commitment to creating an experience that not only enhances the environment but also enriches guests’ experiences, demonstrates how we can make small yet impactful positive changes while indulging in luxurious getaways.

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