My guest today is Ronald Jacobs, general manager of Finca La Donaira in Spain.

Working for some of the world’s most ‘luxurious’ hotel brands Ronald's experience left him feeling unfulfilled. In his pursuit of happiness, he finally found what he’d been looking for in the rolling hills of Andalusia. An organic farm and eco-retreat like nothing I've seen before...

'Luxury' in travel has long been defined by abundance, opulence and excess, often at any cost. Now luxury travel experiences are being redefined, driven by a profound shift in what we value. From the superficial surface level, many travellers now seek experiences that go deeper. Moving from ‘consuming’ to ‘conserving’.

What you'll learn in this episode:

• Why this eco retreat and organic farm is the perfect example of redefining luxury
• Why ‘The skin of our planet' is directly linked to both the climate crisis and the solution
• Examples of Finca La Donaira's sustainability projects and visions for the future
• Why authentic, meaningful travel experiences now trump opulence, and lavish luxury

Enjoyed listening? Visit thetourismreset.com, on-demand video learning for tourism pros. A great place to begin is the 5 Minute Reset series, (one expert, one topic, less than five mins).