"Hospitality And Sustainability Can Coexist—And Even Thrive—When Done Properly"

As sustainability reshapes the hospitality industry, The Fern Hotels & Resorts stands out for having built its brand around it from the start. In this interview, Suhail Kannampilly, Managing Director, shares how The Fern’s early commitment to eco-friendly practices—through its own Ecotel standards—continues to guide its approach to responsible and luxury hospitality in India.

A key component of contemporary hospitality is sustainability. How, in your opinion, is the Indian hospitality industry responding to the rising demand for environmentally friendly travel experiences?Over the years sustainability in the hospitality industry has evolved from a "nice to have" to a necessity. Both domestic and international tourists from this region of the world favour including value-based activities in their vacations. "What is the carbon footprint of my stay?" is a question that guests are increasingly asking, even though comfort and convenience are still important. As a result, the hospitality sector in India has entered a state of "pause, think, and rethink." Many hotels are looking into ways to reduce their use of water and energy, manage their waste, and build greener structures. Even though these are good changes, a lot of them are still reactive, responding to rules or visitor expectations rather than being a long-term, proactive approach. At Fern Hotels & Resorts, the situation is different. For us, sustainability has never been an initiative or campaign. It has always been in our DNA. We have always believed in a hospitality model where environmental stewardship and exemplary service go hand in hand. That belief continues to shape everything we do.

Why did The Fern Hotels & Resorts incorporate sustainability so strongly into its brand culture before it was a widespread trend in the industry?
It was merely motivated by a question that had a deeper impact: Is it possible to provide exceptional and luxurious accommodations while remaining environmentally conscious? That question remains at the center of our decision-making process. We have always maintained that hospitality and sustainability can coexist and even thrive when done properly. This conviction inspired us to develop our own Ecotel® standards, which place a high priority on cutting waste, water and energy consumption, enhancing indoor air quality, and giving employees eco-friendly training. These rules have served as the foundation for our policies pertaining to property design, business partnerships, guest relations, and much more.

Sustainability is still seen by many hotel chains as a sacrifice for luxury. In what ways has The Fern reformulated this formula to provide conscious comfort without sacrificing quality?
The concept of sustainability has evolved over time, especially in light of our contemporary definition of luxury. It can even be enjoyed more mindfully with a new definition.  At The Fern, luxury has taken on a new meaning that is focused on intention, wellness, and authenticity. Our Eco Rooms feature warmer lighting, soft linens, and frictionless wash systems as part of our Azolla initiative. Stylized, fashionable glasses are used to serve water. Amenities are also biodegradable. Another illustration of our inventiveness is our partnership with Mumbai's Meluha The Fern and Tata Power. By cooling the building during peak hours, our team's thermal energy storage systems can significantly lower emissions and energy expenses.   Caring for guests extends far beyond comfort, which is why respecting their values matters too. With our sustainable practices in place, guests do not feel deprived. Instead, they leave with renewed fulfilment, having contributed towards a positive change.

Could you describe some of the most notable green initiatives that have been put in place throughout The Fern properties to demonstrate the brand's dedication to environmental responsibility?
Our approach has always been to work with the local context, so we try to launch initiatives specific to each property's requirements. However, here are several key initiatives we particularly cherish:  

We try to start projects tailored to the needs of each property because our strategy has always been to work with the local context. But here are a few important projects that we especially value: 

• Solar Power: Many of the hotels in our collection have solar panels installed on their roofs, which heats the water and produces electricity. This lowers our carbon emissions considerably.

• Water Recycling & STPs: We can recycle wastewater for non-drinking uses like toilet flushing and plant watering thanks to our on-site sewage treatment plants. Every day, thousands of liters of water are saved as a result. 

• Azolla Water Bottling: To reduce plastic waste and get rid of single-use plastic, we started using reusable RO purified glass bottles at some of our hotels. 

• Thermal Latent Storage Tanks: At Meluha The Fern, we employ ice storage cooling tanks which chill the rooms and still chill the energy used in cooling which reduces peak electricity demand.

• Plastic Free Operations: With our dishware made from compostable materials, straws made from bamboo and laundry bags made from cloth, we have eliminated almost all single use plastics.

Each of these initiatives demonstrates the company's philosophy that sustainability is not a one time checkbox but integrated as part of the business.

What, in your opinion, are some of the most significant obstacles that Indian hospitality brands encounter when attempting to incorporate sustainability into their everyday operations and supply chains across various regions?
In a nation as diverse as India, there truly isn't a one-size-fits-all solution. As a company with several locations, we frequently face some very real difficulties, like: 

• Infrastructure Gaps: Uniform implementation is made more difficult in some places, especially the more isolated ones, where people lack access to green technology, waste management services, or even dependable electricity. 

• Readiness of Vendors: Not every supplier is willing or able to adhere to sustainable standards. Getting everyone on the same page requires time, work, and fostering strong relationships. 

• Expectations from Guests: Although awareness is undoubtedly growing, we continue to encounter visitors who have concerns about some sustainable decisions, such as using glass bottles rather than plastic or deciding on naturally ventilated areas rather than continuous air conditioning.

• Training & Awareness: Ideas like waste segregation or water conservation may be foreign to employees in Tier 2 and Tier 3 cities. Fostering a culture of sustainability calls for constant reinforcement and training. We see these obstacles as opportunities. Working closely with each property, our central team adapts our sustainability model to local conditions while adhering to our basic principles.

How does The Fern educate and engage guests in its green practices, and what has been the response from today’s environmentally aware travellers?
The complete visitor experience has always been a part of our sustainability story. We understand that if visitors are interested in your story rather than merely informed, they will act as your advocates. This is how we include them in the journey. 

• In-Room Messaging: Many properties use tablets or Smart TVs to welcome guests and give them a friendly, user-friendly overview of our environmentally friendly initiatives. 

• The Green Button: Guests can choose to be environmentally conscious immediately with this simple in-room button! We utilize this feature to inform guests that their support enables us to continue our environmental care by sharing eco-friendly practices, such as reusing linens.

• Environment Week: Each year, the teams at each of our properties put on awareness campaigns, gifting plants to guests and corporate clients as a small but meaningful token of appreciation. The guest feedback has been extremely positive. Guests, especially millennials and Generation Z, are looking for more than luxury. They are looking for purpose. When they see their values represented in our practices, that connection goes far beyond a one time stay.