How an Iberostar Majorca fam showcased the impact of sustainability

BENEATH THE SURFACE

The focus on vegetation isn’t just on land, as Iberostar also works to improve the coastal health of its destinations. In the Mediterranean this means partnering with marine research scientists to protect the endemic seagrass, posidonia oceanica. It’s famed as a sustainability superhero, thanks to its ability to capture vast amounts of carbon dioxide, act as a nursery for marine life and filter the water so it’s crystal-clear.

From the northern town of Alucudia we soar across the aquamarine water by speedboat, before jumping in with snorkels and marvelling at the gently swaying underwater meadows of posidonia. Thanks to the immaculately clear water the Ambassadors spot octopus, eels and barracuda, while shoals of tiny sparkling fish dart past their flippers. Brown stands of washed-up posidonia are also scattered across the island’s beaches, and Iberostar’s staff are being trained to help explain its importance to guests.

The snorkelling trip gives us a new appreciation of the azure sea that borders the beachfront Iberostar properties we tour. At Iberostar Alcudia Park we enjoy cocktails on the rooftop bar, which doubles as Majorca’s first climate change observatory. A bank of unassuming cameras tucked on a wall take regular photos of the Playa de Muro coastline to help monitor for coastal erosion, alongside underwater sensors. In the last 50 years, sections of the beach have halved in size, so Iberostar’s scientists are working with leading researchers to determine how best to protect the area.

Sustainability marketing and communications manager Alicia Alonso tells us: “Many guests want that beachfront experience with turquoise pristine waters, but everything we have on our coastline wouldn’t exist if that nature wasn’t there. It’s imperative we cater to nature first, to ensure that our guests can continue to enjoy all these destinations for many years to come.”

FOOD FOR THOUGHT

Iberostar also promotes responsible seafood consumption, and across Spain 90% of all its seafood was responsibly sourced in 2022 – set to rise to 100% by 2025. The lobster receives universal praise as the Ambassadors tuck into the generous and immaculate buffet at Iberostar Selection Albufera Playa, and Iberostar has invested heavily in its Honest Food programme, which means we enjoy fresh, local produce throughout our stay.

But on this trip the focus is also about what happens behind the scenes, so during a visit to Iberostar Cristina the Ambassadors file into the kitchen to see how food waste is tackled. Everyone crowds around a bin, and we’re rapt as a chef deposits a punnet of past-their-best raspberries. After a few taps on a screen, AI technology from specialist Winnow photographs, weighs and documents the softening fruit, creating reports that enable the kitchen team to hone future food orders and production. From knowing the exact amount of scrambled eggs needed in peak season to seeing which dishes get overlooked on the buffet, in 2022 the 20 Iberostar hotels utilising Winnow saved 213 tons of food from being wasted.

Waste disposal might not be a traditional highlight of a fam, but on this trip the Ambassadors chat excitedly about our next stop – more bins. The brand has committed to sending zero waste to landfill by 2025, and we see how this is achieved watching the 3R team at work. Named after Iberostar’s drive to “reuse, reduce and recycle”, the teams are in 80% of Iberostar hotels, hand-sorting every piece of rubbish. They explain how it’s all weighed, before being sent off to be composted, recycled or sent to Tirme, the island’s environmental technology park.

The hotel giant is also working towards being carbon neutral by 2030, and its hotels have been free of single-use plastic since 2020. We all take the glass carafes in our rooms to the water filtration machines dotted throughout the buildings, and as mine fills up the screen proudly displays how many plastic bottles it’s replaced – this one alone tots up 5,760.

As we near the end of the trip, Travel Counsellor Marie Rowe looks back at what she’s learnt. “People often think that with a sustainable holiday, there are going to be compromises, or perhaps it’s not always going to be luxury,” she explains. “But Iberostar resorts around the world are proving that the changes that are being made for a more sustainable holiday are actually elevating the client experience, and everything is better all-round.”