The Future of Luxury Hospitality Is About Social Impact, Says Rosewood Hotel Group

If you’ve recently stayed at one of the 44 exquisite Rosewood hotels worldwide, you might have noticed not just the attentive service and premium linens, but also a genuine commitment to making a positive difference during your visit.

In Mexico’s Riviera Maya, thanks to guest contributions, Rosewood Mayakoba funds tuition and supplies for 400 children attending a nearby nonprofit school, spanning grades from kindergarten to high school. At Rosewood São Paulo in Brazil, the artwork is sourced from local artists, beef comes from a local ranch, and a partnership with a Brazilian company is set to transform the kitchen into a zero-waste facility. Meanwhile, Rosewood Hong Kong’s BluHouse restaurant collaborates with local NGOs to employ refugees and ethnic minorities, allocating 1 percent of revenue to support this initiative. In the Bahamas, where 95 percent of the country is underwater, Rosewood Baha Mar has partnered with the Bahamas Reef and Environment Educational Foundation (BREEF) to rejuvenate local reefs and educate residents and visitors on coral protection. Guests can participate in coral dives and adopt a coral fragment, with all proceeds benefiting BREEF.

These initiatives are tailored to meet the unique needs of each location, yet they contribute to a broader corporate impact mission that has been developing internally since 2022. Recently, the brand unveiled its sustainability initiative, Rosewood Impacts, which is a data-driven approach to fostering a more sustainable business centered on people. Alongside operational goals like cutting energy and water usage by 25 percent, achieving carbon neutrality by 2050, and diverting 70 percent of landfill waste by 2025, the hotels are prioritizing their workforce. Through collaborations with NGOs, they aim to hire from local communities, focusing on underserved groups such as refugees, minorities, and individuals with disabilities.

Leading this initiative is Mehvesh Mumtaz Ahmed, vice president of social impact at Rosewood, who has been with the company since 2021. With a background in public policy, Ahmed previously served as a consultant for both the World Bank and the United Nations. Based in Hong Kong, she engages across various departments—from finance and operations to food and beverage—to forge pathways towards more responsible business practices.

Ahmed emphasizes that the public announcement holds Rosewood accountable for its ambitious objectives. "What drew me to Rosewood was the focus not just on implementing a series of sustainability projects or CSR [corporate social responsibility], but on addressing a fundamental business question," she explained. "How can we conduct our business in a way that benefits both people and the planet? That’s the question companies today—and in the future—must consider."

Dinogo spoke with Ahmed about the vision behind Rosewood Impacts and how guests can notice or engage with these initiatives. This interview has been edited for brevity.

What motivated you to transition from public policy to the hospitality industry?

This is my inaugural position in the hospitality sector, and now that I’m with Rosewood, I often reflect on why it took me so long to get here. Hospitality aligns perfectly with my vision and values, as it is an industry that genuinely prioritizes people—not just guests, but everyone involved in the brand ecosystem. While it’s certainly a demanding environment, it places a high value on individuals, aiming to foster happiness and help everyone flourish. This idea resonates with my fundamental life aspirations.

I've noticed similar roles at other companies labeled as 'VP of Sustainability.' Why did you opt for 'social impact' in your title?

One key reason we refer to our mission as Social Impact is that we understand all dimensions of sustainability are intrinsically linked to people. Whether it's harmful behaviors that need modification or the consequences of environmental degradation on communities, everything is interconnected. The air we breathe and the resources we rely on directly influence our health and livelihoods. The environment is not separate from humanity; rather, we significantly affect it, and it, in turn, profoundly affects us. That’s why our discussions on sustainability emphasize the human element.

What hurdles do you face in applying these priorities across a global network of hotels with various ownership structures?

Some aspects are simply non-negotiable. We must operate in ways that honor the environment. Our objectives regarding carbon neutrality, water conservation, and waste management must be embraced by all our partners, and we expect their collaboration on this journey. The positive aspect is that there’s generally a shared understanding, and we often find our partners are naturally aligned with our objectives.

Today, we are all more aware of the direction in which the world is heading. Having lived through the pandemic, we've experienced its widespread impact, regardless of our backgrounds. This has fostered a stronger sense of urgency and a desire for action. However, it's not without its challenges; numerous needs and priorities must be addressed. Thus, our strategy involves establishing overarching global goals that are tailored locally, empowering our properties to tackle the specific issues facing their communities.

What initiatives are being implemented at new hotels on the horizon?

I’m thrilled about the upcoming July 1 launch of Rosewood’s inaugural property in Hawai‘i, Kona Village, a Rosewood Resort, which has been thoughtfully designed with circularity and community integration from the ground up. This resort is committed to preserving the natural environment while honoring local traditions through a minimally invasive approach. For instance, upon its opening, the resort will operate entirely on energy generated from on-site solar fields. Later in 2023, Rosewood Munich is considering the possibility of launching as a single-use plastic-free hotel, aiming to start with sustainable practices and continuously innovate toward a low-waste model.

How essential is it to monitor progress with an external partner in conjunction with your own measurement objectives?

For us, it’s crucial to pursue both paths. Currently, Rosewood Hotel Group has eight properties within our portfolio that hold some level of LEED certification, including Rosewood Phuket, recognized as one of the first LEED Gold Certified resorts in Thailand. Additionally, another eight properties are actively seeking LEED certification, and we’re thrilled to see this number rise. Kona Village, a Rosewood Resort, is among them, aiming for the Gold level, alongside the TRUE and CITES certifications. If successful, it will be the first resort globally to achieve all three honors.

What suggestions do you have for guests or travel advisors to embody the principles of Rosewood Impacts in their actions?

I encourage our guests to keep an open mind. Have you ever tried toothpaste packaged in a unique paper sachet? Experience it at Rosewood Hong Kong—you might be pleasantly surprised by its effectiveness, all while minimizing carbon footprint and waste.

For both guests and advisors, I urge you to be proactive both at home and during your travels. Inquire why your local laundry uses plastic bags for deliveries, where your food comes from, and if you can bring your own coffee cup. For advisors, don’t hesitate to pose difficult questions to properties; transparency is essential in helping travelers make informed choices that ensure their travel investments have a positive impact.