The Positive Luxury Awards celebrate the brands, retailers and suppliers leading the way in sustainability – those driving innovation, creating real impact and setting higher standards across the luxury industry supply chain. Each year the Awards are judged by an independent panel of industry leaders and experts. We spoke with Lisa Grainger and Jeffery Smith, members of the 2025 Travel Business of the Year judging panel, to ask what sustainability leadership looks like today, what stood out from the entries – and how innovation is evolving across the luxury landscape.
Lisa Grainger
Journalist | Times Luxx, Country & Townhouse
What were you looking for as a judge from the shortlist?
A company that didn’t just walk the walk, but had taken its sustainable journey seriously in all parts of its business, from its ethics to its waste management
Why is it important for the Positive Luxury Awards to celebrate innovation and sustainability?
We all need to change if our planet is going to survive. So we need to celebrate those taking the steps to ensure it does. What’s the point of luxury if we don’t have the basics, like clean water, fresh food and thriving forests and seas?
How important do you think transparency around sustainability initiatives is to the consumer?
There are mountains of greenwashing going on, as brands try and lure younger consumers. The fake ones need to be called out and the real ones celebrated. The next generation know the planet they will inherit is damaged – so they want to know who the good guys are, and the not-so-good.
Why are you supporting the work Positive Luxury is doing?
Anyone who champions positive change is worth joining up with. The more of us who stand up for what’s right, the better health our planet will be in.
In the current economic uncertainty, why should luxury businesses invest in sustainability?
Because there is, as the saying goes, No Planet B.
Jeffery Smith
Vice President Sustainability | Six Senses
What were you looking for as a judge from the shortlist?
Comprehensive strategy that addressed all material issues within that business’s area of activity and ability to influence. Clearly defined goals and metrics, and documentation.
Why is it important for the Positive Luxury Awards to celebrate innovation and sustainability?
I feel this is important to help all luxury businesses address the global issues that matter to our key demographics, and move all sectors forward.
How important do you think transparency around sustainability initiatives is to the consumer?
Extremely important. The average luxury consumer is well-versed in the global issues we need to tackle and savvy enough to see through any greenwashing.
Why are you supporting the work Positive Luxury is doing?
I support this and any effort to showcase high performance on sustainability and hope that case studies and best practices can be readily replicated.
In the current economic uncertainty, why should luxury businesses invest in sustainability?
Because otherwise you are falling behind and this is already becoming a basic expectation.
POSITIVE LUXURY AWARDS WINNERS REPORT 2025
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