What does responsible skiing look like?

How can you decarbonise ski holidays?

We operate in the Alps, and most people fly there. We need to move more passengers to rail. We are also looking at the journey from the airport to the resort and the coaches we use and supporting alpine communities to move to low-carbon options. We are looking at how our accommodation is heated, the chemicals used for cleaning, how we reduce water consumption and the recycling infrastructure. These are all functional steps we can address over time. We also need to understand who owns our accommodation. In Le Rozier, we sell La Ferme D’Elisa chalets, which were hand built by the family who runs them – their names are carved into the wood. We’re also looking at the food, making sure croissants are supplied by local bakers and so on.

What does responsible skiing look like?

It’s about renting ski equipment and clothes, rather than buying new, about installing solar panels on ski lifts and using technological advances. For example, in France, hydrogen-powered piste bashers are being trialled. Sensors on the vehicles tell you exactly how much snow is needed. We have to balance the desire for snow with the landscape’s needs – the snow needs to melt in the spring, so farming can start again and biodiversity can regenerate and thrive.

How are you making Santa’s Lapland more sustainable?

Santa’s Lapland is a very intense programme, just six weeks, so we need to make our footprint as light as possible. We’re writing an animal protection policy in tandem with the indigenous Sami communities. Lapland is all about children, so it’s a great opportunity to connect them with the wonder of the Arctic Circle and show why we need to protect it.

Is there enough buy-in with the suppliers you work with?

My approach is “let’s not leave anyone behind”. We need to be clear and supportive and we need industry-wide change. We need to know what changes our suppliers can make and if they can’t, we need to understand why not. Undoubtedly, some will not be aligned with us on values, but on the whole I do want to work with everyone.

Is there a conflict between profitability and sustainability?

It’s becoming clear that purpose-led businesses are outperforming those that aren’t. Personally, I do not think purpose and profit are mutually exclusive but I am exceptionally lucky to sit on a board of directors that is

completely committed to this. Profit is important because it keeps us going and allows us to take on bigger projects, but purpose drives profit. A good example is that green energy is not more expensive – once you’ve paid off the initial investment for solar panels, it actually saves money.

Are you optimistic about the future?

Not enough is being done right now, but I am eternally optimistic and I see opportunity all around us. So many people and businesses are doing remarkable things, and we are seeing consumers, businesses, government and technology pulling together on this.