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Published on Friday, January 17, 2020

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'.


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