Luxury ski operator invites guests to remove frills to be more sustainable
A luxury ski operator, which allows guests to remove some of the frills in order to be more environmentally friendly and save money, has added new properties for this winter season.
Lagom, which claims to be disrupting the luxury ski industry with its sustainable concept, plans to have a portfolio of 100 properties within two years in key European resorts.
Its online search tool means guests can browse through its luxury accommodation and scale back on some of the ‘extras’, such as toiletries, cleaning hours, reducing plastics and towel and linen changes, in order to have a more mindful and sustainable holiday.
It also means guests can save up to £2,000 on the cost of their accommodation.
In addition, all products in the chalets are natural, organic, ethically produced and made from recycled or recyclable materials.
Founder and CEO Natasha Robertson 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 launched in Zermatt and Verbier last year with 18 properties.
The word lagom originates from Sweden and translates roughly to ‘not too little, not too much but just the right amount’.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season