Mission & Vision

We are committed to pioneering a transformative approach to luxury hospitality, one that integrates sustainability, wellness, and community into every aspect of the guest experience. Our mission and vision drive us forward, guiding our efforts to redefine what luxury means in the context of responsible tourism and environmental stewardship.

Advocating for Responsible Tourism and Eco-Conscious Practices

Driving Sustainability in Luxury Hospitality

Our mission at LUSH is to lead the way in promoting sustainable practices within the luxury boutique hotel and retreat industry. We aim to advocate for a greener hospitality sector, fostering a harmonious coexistence of opulence and environmental responsibility. By championing sustainable principles and innovative solutions, we strive to inspire positive change across the global hospitality landscape.


Setting New Standards of Excellence and Innovation

Leading the Future of Sustainable Luxury Hospitality

Our vision is to be the definitive authority in sustainable luxury hospitality, setting new standards of excellence and innovation that prioritize environmental conservation and social impact. We envision a world where every indulgent escape is thoughtfully designed to respect and preserve nature, celebrate cultural heritage, and enhance the well-being of guests and local communities alike.

Guiding Principles of LUSH

Our Core Values

Our core values serve as the foundation of everything we do


We believe in minimizing our ecological footprint through sustainable practices such as energy efficiency, waste reduction, and responsible sourcing. Our goal is to lead the way in demonstrating that luxury and sustainability can coexist harmoniously.


We prioritize the well-being of our guests by offering holistic experiences that nurture the body, mind, and soul. From wellness retreats to spa therapies and healthy dining options, we aim to enhance overall wellness while promoting a sustainable lifestyle.

Community Engagement

We are dedicated to fostering meaningful connections within our community of hotels, retreats, and stakeholders. By collaborating and sharing knowledge, we empower each other to make a positive impact on the hospitality industry and beyond.


We embrace innovation to drive positive change and continuous improvement. From adopting cutting-edge green technologies to implementing creative solutions for sustainable design and operations, we are committed to leading the industry towards a more sustainable future.

Our Commitment to Sustainable Hospitality

How We Fulfill Our Mission and Vision

Advocacy and Education

We actively advocate for sustainable practices within the luxury hospitality sector through educational initiatives, industry partnerships, and policy advocacy. Our goal is to raise awareness and inspire action among hoteliers, travelers, and industry stakeholders.

Membership Benefits

Through our membership program, we provide hotels and retreats with access to valuable resources, including sustainability audits, certifications, consulting services, and networking opportunities. We empower our members to enhance their sustainability efforts and showcase their commitment to responsible tourism.

Community Building

We cultivate a vibrant community of like-minded individuals and organizations who share our passion for sustainable luxury hospitality. Through events, workshops, and online platforms, we facilitate collaboration, knowledge sharing, and collective action towards a greener future.

Recognition and Awards

We celebrate and recognize outstanding achievements in sustainable hospitality through initiatives such as the LUSH Awards and partnerships with prestigious entities. By honoring excellence, we inspire others to strive for sustainability leadership.

Empowering Luxury Hospitality for a Greener Future

The Impact of Our Mission and Vision

By staying true to our mission and vision, LUSH contributes to a more sustainable and responsible hospitality industry with far-reaching benefits


Environmental Impact

We reduce environmental impact through innovative practices that conserve resources, protect ecosystems, and mitigate climate change.

Social Responsibility

We prioritize the well-being of local communities by supporting economic development, preserving cultural heritage, and promoting inclusive tourism practices.

Guest Experience

We enhance the guest experience by offering unique, eco-conscious experiences that align with their values and preferences.

Industry Leadership

We set a precedent for sustainable luxury hospitality, influencing industry trends and encouraging widespread adoption of responsible practices.