Luxury and Sustainability: Two Sides of the Same Coin

Milica Janković, Director of Housekeeping and Sustainability

In the world of hospitality, luxury is often mistaken for excess. At The Chedi Luštica Bay, it has a different meaning: quiet, thoughtful and deeply connected to place. Here, refinement and responsibility live together. As Milica Janković, Director of Housekeeping and Sustainability, describes, they are two sides of the same coin.

A Personal Journey into Purpose

Milica began her career at the front desk, fully engaged with guests. Over time, her focus shifted from service to the long-term impact of hospitality. What started as curiosity became a personal calling.

“In 2022, I formally transitioned into the role of Sustainability Director,” she recalls. “It is not just a department. It is a commitment that runs through everything we do.”

At The Chedi, she found the perfect place for that vision: a setting where luxury is redefined not by abundance but by intention.

The First Steps: Progress Over Perfection

The Chedi Luštica Bay’s sustainability journey began with one idea — that luxury and responsibility can strengthen each other. The hotel soon joined the MiZA pilot programme, connecting with a community of leaders in sustainable hospitality.

From there, each step built on the last: sourcing locally, removing single use plastics, composting kitchen waste, monitoring energy in real time. The beach is cleaned weekly, staff receive seasonal training, and external audits keep the team accountable.

“It was never about perfection,” Milica explains. “It was about progress. One decision, one step, one conversation at a time.”

True Luxury is Thoughtful, Not Wasteful

At The Chedi, sustainability is woven into every part of the guest experience. Lavender sachets crafted by local artisans replace plastic tokens. Linens are refreshed by request instead of by routine. Menus follow the rhythm of the seasons, telling stories of Montenegrin soil and sea.

The principle is clear: if something improves comfort but harms the planet, it is reconsidered. If it enhances both, it is embraced. Sustainability here is not a lecture but a design choice, present in detail and discretion.

Waste Management with Care

Montenegro is still building waste infrastructure, but that has encouraged creativity. The hotel partners with local recyclers, composts kitchen scraps, donates what can be reused, and trains staff to sort waste with care.

The results are striking:

• 86% less total waste (equal to 71 Smart Cars kept out of landfill).
• Energy savings are equal to powering 73 homes for a year.
• Greenhouse gas reductions equal to removing 199 cars from the road.
• Three out of four suppliers are now local.
• The Chedi is Europe’s first five-star luxury hotel officially on the road to zero waste.

Leading Beyond the Hotel

The commitment extends beyond the property. Through the Adriatic Green Hub, The Chedi brings together Montenegrin hotels to share knowledge, host workshops and advocate for stronger environmental policies.

This collaboration turns sustainability into a regional movement built on partnership and shared purpose.

Regenerative Luxury: Giving Back More Than You Take

The hotel’s philosophy goes beyond reducing harm. It restores and revives. It means sourcing from artisans instead of factories, planting as much as pruning, and favouring timeless beauty over trends.

Guests are invited to take part. On the Hiking and Herb Harvesting Tour, they walk the Luštica Peninsula with a local guide, learn about native plants and collect herbs that support community initiatives. They take home a handmade herbarium as a reminder of their connection to the land.

Through Trees4Travel, they can also offset their carbon footprint by planting trees, currently contributing to reforestation projects in Mozambique. A simple act, yet deeply meaningful.

A Shared Responsibility

For Milica, sustainability is not a policy but a purpose shared between host and guest. Each conscious choice — skipping daily linen changes, foraging herbs, planting a tree — becomes part of something greater.

“This is not about selling an idea,” she reflects. “It is about creating a sense of belonging. Guests return not just to a place, but to a feeling. And together, we do something that lasts.”

Looking Ahead

The Chedi Luštica Bay is built with intention and run with care. It is working to become the first zero waste certified business in Montenegro, and the first in the country to earn VERIFIED Responsible Hospitality status from Forbes Travel Guide.

Luxury here is not louder. It is wiser. It does not waste. It listens to the land, honours tradition and restores both guest and environment. At The Chedi Luštica Bay, sustainability is not a feature — it is the foundation.

If you want to learn more or book authentic experiences, check here.