Elevating its brand promise of ‘time exceptionally well spent’ beyond just the guest experience, Jumeirah Hotels & Resorts is dedicated to reflecting this ethos through sustainable and inclusive practices to help shape the best possible future. From turtle rehabilitation to hydroponic farming, here are some of the steps that Jumeirah is taking towards a more sustainable future…
Investing in marine conservation
Since 2004, Jumeirah’s Dubai Turtle Rehabilitation Project (DTRP) has led the way in marine conservation in the UAE, working to rehabilitate and release over 2,000 endangered sea turtles back into their natural habitat. The DTRP also welcomes over 1,000 schoolchildren each year, free of charge, to engage in educational programmes, as well as opening its Turtle Lagoon to the public to build awareness of endangered turtles. This forward-thinking initiative is combined with the ‘Turtle Tea by Idriss B’ at Jumeirah Al Naseem, an afternoon tea concept which educates guests on turtle conservation while also contributing proceeds to help fund the DTRP’s important work.
Locally sourced, sustainably grown produce
In 2022, Jumeirah Zabeel Saray introduced its own hydroponic farm to supply lettuces and herbs to its restaurants. The farm, which now forms part of Arcadia – a unique farm-to-table outdoor dining experience with sustainability at its heart – uses 70% less water for each yield when compared with traditional farming, as well as reducing transport emissions by ensuring produce is locally sourced. Jumeirah has also partnered with Fresh on Table to source over 275 products, further reducing its carbon footprint by saving over 42 million food miles per year, while also promoting local farms.
Reducing food waste
Food waste is a significant issue globally, and tackling this is a key commitment in Jumeirah’s sustainability journey. This commitment has seen the implementation of Winnow, an AI-powered food waste management system, at several Jumeirah properties, allowing chefs to identify and reduce food waste at both production and guest levels, leading to significant environmental savings. In 2022, Jumeirah Zabeel Saray alone reduced food waste by 20,000kg, equivalent to 85 tonnes of CO2 emissions, with the Winnow system planned for roll out across more of Jumeirah’s global portfolio in coming years.
Setting sustainability standards in the Middle East
Jumeirah at Saadiyat Island Resort in Abu Dhabi is the first hotel in the Middle East to be awarded ‘Straw Free Sustainability Steward’ and ‘Ocean Champion’ badges by The Oceanic Standard for its revolutionary plastic-free and sustainable initiatives. The resort has also achieved the ISO 21,401:2018 Certification on Sustainability in recognition of its sustainability efforts, further cementing its position as a leader in sustainability in the region. Building on the DTRP’s efforts in Dubai, the hotel also offers eco tours with its Marine and Environment Manager to protect turtle nests and hatching sites on Saadiyat Island’s protected beaches.
Protecting ecosystems with coral conservation efforts
Coral reefs make up a quarter of all ocean life, and many of these can be found in the Maldives, meaning the country has a huge role to play in preservation efforts. Jumeirah Maldives Olhahali Island has several active coral nurseries, which are used to promote awareness of the importance of the coral reef, as well as the impact that human activity can have on them. The resort hosts coral planting workshops to educate guests on the importance of conserving these delicate ecosystems, as well as facilitating guided reef explorations to give firsthand experience of the disparity between areas with and without healthy coral reefs.
Working together to create a more responsible hospitality sector
In 2023, Jumeirah joined the Sustainable Hospitality Alliance, which brings together the hospitality industry with strategic partners to address key challenges affecting the planet and its people. The alliance is the world’s leading responsible hospitality network, developing practical free resources and programmes to create a prosperous and responsible sector that gives back more than it takes, and which sets the foundations for long-term value and sustainable growth.
For more information on Jumeirah Hotels & Resorts’ sustainability commitments, please visit: https://www.jumeirah.com/en/
