Ski and Sustainability

Living are of chalet with a large french window leading a balcony overlooking green fields
White pillows and cushions on a bed in a Lgom bedroom
Photo of bedroom and a glimpse of a grey bathroom through an open door
Sofa and large french window in modern living area in chalet at night

Sustainable chalet business Lagom helps holidaymakers shave up to £2,000 from their mountain breaks by rewarding them for making eco friendly choices 

As anybody hitting wintry slopes this winter will testify, it’s impossible to have a ski holiday without noticing the deleterious effects of warmer winters caused by the climate crisis. Glaciers are in rapid retreat, deserted ski lifts dangle in the wind, while a lack of the real stuff means that ski resorts are increasingly reliant upon snow machines (which also have a heavy environmental toll). The Alpine ski industry itself is in danger of extinction: a Delft University study last year warned that even if greenhouse gas emissions are stopped, two-thirds of the region’s ice will have disappeared by 2100; even the Matterhorn has begun to crack due to climate change. 

For eco-friendly travellers, there could be a solution that could help their conscience feel as clear as the mountain air. By booking with Swiss chalet business Lagom, customers can either cut down on (or eschew altogether) environmentally-damaging luxuries such as toiletries, linen changes and cleaning hours during their visit. The guests will then be rewarded for their green choices: with savings of up to £2,000 per booking possible. 

The system works via Lagom’s online search tool, where guests can scroll through its properties in chic resorts such as Zermatt and Verbier. Customers can then opt to scale back on services such as daily housekeeping, toiletries and plastic water bottles, or towel and linen changes to guarantee a more sustainable stay. As guests curb their excesses, a sliding scale shows how much money is saved. All products in Lagom properties are organic, ethically-produced and made from recycled/recyclable materials. 

The ecological initiative arrives at a crucial time for the ski industry. Since 1960 the average snow season in the Alps has been shortened by 38 days. Mountainous areas suffer from climate change more: temperatures in the Alps have risen by just under 2°C over the past 120 years, nearly twice the global average. The crisis has led to the creation of Pejo 3000 in Italy, which aims to become Europe’s first plastic-free ski resort by banning the use of plastic bottles, bags, cutlery and straws. 

“We have taken a long hard look at the ski and travel industries and have realised that the time is right for a new offering in the luxury segment,” says Natasha Robertson, founder and CEO of Lagom: “You used to stay in a five-star hotel and they would tell you exactly what luxury is and how to behave. Lagom is designed to put choices back into the hands of the guests.”

“People nowadays make many choices to be more eco-friendly and do their bit to benefit the environment. We want to offer people the opportunity to make beneficial decisions when booking luxury holiday without compromising on the quality of their stay.” 

Lagom (named after the Swedish word which translates as being moderate in personality and views) was created by the teams behind luxury chalet operators Bramble Ski and Haute Montagne. Lagom also donates one per cent of its total revenue to Swiss charity, Summit Foundation, which clears litter from the mountains.