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Lagom Rewards Customers’ Ethical Choices


Lagom is set to disrupt the luxury ski industry across Europe. The new venture has been created by the masterminds behind Bramble Ski and Haute Montagne who are renowned for boasting an extensive portfolio of luxurious ski chalets.

Following several years of development, Lagom will launch in Zermatt this October, before rolling out to resorts across Europe. Zermatt is widely recognised as one of the world’s most sustainable ski resorts, with only electric cars being used throughout the town and a large proportion of the resorts energy coming from renewable sources. Lagom is working closely with the tourist board and has committed to donate 1% of its total revenue towards local projects. Customers will also be able to book a number of beautiful properties in Verbier.

Sustainability has become a huge priority within modern society, with over 70% of us in the UK (according to Forbes) now making more ethically minded decisions in day to day life. Following 2017’s global crackdown on plastic use, people are now looking to consume less in every aspect of their lives, including when travelling abroad.

Lagom’s unique pricing strategy means that guests will be rewarded with a more cost-effective luxury holiday when they decide to consume less during their stay. Savings of up to £1,000 can be made when customers make more sustainable choices.

Lagom has created a simple online search tool that means guests can browse through a curated collection of luxury apartments. Customers will be able to scale back on a number of options including removing toiletries, reducing cleaning hours, reducing plastics, reducing towel and linen changes in order to have a more mindful and sustainable holiday. Further to this, all products in the properties will be natural, organic, ethically produced and made from recycled/recyclable materials.

The word lagom originates from Sweden and translates roughly to; not too little, not too much but just the right amount. The lagom way of life can be seen through Swedish culture, including art, design, architecture, food and fashion. Over the last few years the rest of the world has begun to discover the lagom lifestyle.

Natasha Robertson, Founder and CEO of Lagom said: 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. 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 has already grabbed the attention of Positive Luxury who have awarded the brand with one of their widely recognised Butterfly Marks. The seal of approval is only presented to luxury brands that are committed to sustainability and helping consumers shop with confidence.

Diana Verde Nieto, Co-Founder and CEO of Positive Luxury, added:At Positive Luxury, we are pleased to welcome Lagom into our prestigious community of brands. Each brand has the shared belief that their equity contributes to a better world. We admire Lagom’s innovative approach, the great service they deliver to their guests and their low environmental footprint. The integration of sustainability into their operations will not only deliver significant business benefits but environmental benefits as well.”

Lagom is already embarking on a rapid expansion plan to grow its portfolio of properties to 100 in the next couple of years throughout key European resorts.

Mark Bibby Jackson

Mark Bibby Jackson

Before setting up Travel Begins at 40, Mark was the publisher of AsiaLIFE Cambodia and a freelance travel writer. When he is not packing and unpacking his travelling bag, Mark writes novels, including To Cook A Spider and Peppered Justice. He loves walking, eating, tasting beer, isolation and arthouse movies, as well as talking to strangers on planes, buses and trains whenever possible. Most at home when not at home.

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