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At The George in Christchurch, sustainability is central to the boutique hotel’s operations and culture. With a vision that blends luxury with eco-consciousness, challenging the perception that luxury and sustainability can’t coexist.
Managed by the Brook Serene & Co. Ltd, head of sales and marketing Georgina Torrington says: “A lot of people might think that luxury and sustainability are mutually exclusive; we don’t think they are,” emphasizing The George’s commitment to pairing indulgence with responsible practices.
Innovative environmental initiatives
Proud to be a signatory of the Tourism Industry Aotearoa Sustainability Commitment, their commitment aligns with the ‘Caring Luxury’ philosophy and is built around four key pillars: Economic Resilience, Visitor Satisfaction, Community, and Environment.
From the environmental pillar, The George has pioneered several initiatives to enhance its sustainability efforts. A significant achievement was the planting of 1100 native trees, aimed at offsetting the carbon generated from geothermal energy use.
“We spent a lot of time researching,” says Georgina.
“They weren’t the cheapest, but the science behind their program we felt was more robust.”
Waste management and recycling programs
Integrating community support into their sustainability initiatives, the hotel’s approach to waste reduction includes a comprehensive aluminium recycling program. They collect wine bottle tops, kitchen foil, cans, and beer can tabs, which are sent for recycling. “The proceeds from that go to charity, which is for kids’ camps,” says Georgina.
Additionally, a composting machine has been introduced to manage food waste more efficiently. “We have a composting machine in the hotel, and a third of our food waste we bought it just over a year ago to trial to see how much of our food waste it would handle,” she says. With plans to expand to three machines, The George aims to manage 100 per cent of its food waste, converting it into compost for the hotel’s gardens and for staff to use at home.
“Once we’ve got three machines, we’ll look to partner with a school locally who is doing education with their young students around food security and growing their own food.”
Local sourcing and seasonal menus
The George proudly sources its ingredients from local producers, further reducing its environmental impact.
“We’re a luxury brand, but we source our eggs locally from an organic chicken farm,” says Georgina. This local sourcing extends to seasonal menu offerings, showcasing the best produce Christchurch has to offer, and supporting local agriculture.
Accountability
Committed to inclusivity in their continued sustainability journey. The George’s sustainability efforts are driven by the team, creating a culture of proactive problem-solving.
“It has to be driven by the people at the front line; otherwise, it’s pointless.”
