GUEST COLUMN:
Marten Lewis
Director of Sustainability
Bluestone Wales
When William MacNamara founded Bluestone more than two decades ago, environmental consciousness had yet to become a mainstream concern in the tourism sector.
But from the very beginning he was determined to embed sustainability into every part of our operations.
His foresight in transforming a low-biodiversity dairy farm into a thriving resort centred on sustainability principles has set a precedent that we strive to uphold and to keep advancing.
At Bluestone, our approach to sustainability is deeply integrated with our respect for nature. We have achieved a 50% net gain in biodiversity, a milestone recognised by the Wildlife Trust as equivalent to a nature reserve's impact. This achievement is not just about enhancing the beauty and ecological health of our site. It’s also about restoring and expanding the natural habitat that surrounds us.
We believe in the importance of measuring and substantiating our sustainability claims. The introduction of the Green Claims Code by the Competition and Markets Authority in 2021 was a significant advancement, ensuring that businesses like ours are held to rigorous standards. This has helped us protect the integrity of our sustainability claims while giving us a competitive edge in the market. By consistently measuring our carbon footprint and setting science-based targets, we have developed clear action plans to reduce our environmental impact.
Our commitment to sustainability has also proven to be a strong market differentiator, attracting discerning customers who share our values. A recent survey of our guests revealed that 90% would pay more for sustainable experiences, affirming the growing demand for responsible travel options. This insight has encouraged us to innovate further, as demonstrated by our decision to invest in a 3.2MW onsite solar farm, a transition to Biogas across the whole resort, and a switch to Hydrotreated Vegetable Oil as a fuel for our tractors – moves that not only support the carbon reduction but have also driven significant business growth.
Our efforts extend beyond our immediate operations. We actively share our practices and learn from others through platforms like the United Nations Global Compact event. These collaborations are crucial for spreading sustainable practices and encouraging more businesses to engage genuinely in sustainable practices.
At Bluestone, we focus on practical actions that guests can engage with during their stay. We aim to make sustainability an integral part of the guest experience. In 2022 we stopped selling water in plastic bottles; to support this move we communicate with guests before arrival, reminding them to bring their own reusable water bottles, whilst providing refill stations around the resort for free access to drinking water. These measures not only enhance our guests' experience but also align with their values, drawing in a clientele eager to support businesses that are taking their responsibilities to sustainable travel seriously.
As we continue to advance our sustainability agenda, we remain committed to transparency and effectiveness, ensuring that our practices are not just claims but are backed by concrete actions and results. Our journey demonstrates the potential for sustainable tourism to enact positive change, both environmentally and socially, showing that responsible practices can co-exist with successful business models.
Find out more about how sustainability and responsibility are authentically at the heart of Bluestone National Park Resort, and book a stay, at https://www.bluestonewales.com/
