For modern travelers, luxury transcends mere comfort and premium services. A new trend is emerging where sustainability and environmental stewardship are becoming indispensable elements of an elevated travel experience.
B&B Hotels, a rapidly expanding European hotel chain, has astutely capitalized on this burgeoning movement. In the vibrant Cenisio Garibaldi district of Milan, B&B Hotels has unveiled “B&Bees” – an authentic urban biodiversity oasis on the terrace of one of their properties. This unspoiled natural enclave provides wild bees, butterflies, and other crucial pollinators with a sanctuary to find nourishment and refuge, facilitating the rejuvenation of local ecosystems.
“Environmental responsibility is woven into the fabric of our corporate ethos,” declares Liliana Comitini, the dynamic CEO of B&B Hotels Italia. “With B&Bees, we sought to curate an immersive space where our guests can bask in nature’s splendor while nestled in the heart of the city.” This initiative is the fruit of a collaboration with Beeing, a trailblazing urban beekeeping startup. Gracing the terrace are specially designed “Bee Hotels” – natural havens where pollinators can forage and propagate, shielded from the perils of the urban landscape. Surrounding these sanctuaries, a meticulously curated array of nectar-rich plants like lavender, jasmine, and wildflowers beckons these invaluable insect denizens. For Comitini, however, B&Bees represents merely the latest milestone in a longstanding journey. “Reverence for the environment is a paramount priority for us. This commitment is epitomized by our recent Socotec certification, which evaluates our impact on biodiversity, local economies, and community engagement.”
Significantly, 73% of travelers now deem a brand’s dedication to society and the planet as paramount. A proportion poised to escalate as environmental consciousness becomes an increasingly defining hallmark of true 21st-century luxury. B&B Hotels resolutely aspires to spearhead this sustainable revolution.