Redefining Luxury: The Role of Healthy Materials in Sustainable and Wellness-Focused Hospitality

Waitress Setting Table
Ideas

The following excerpt was originally published in NEWH’s 2026 Spring Magazine. Access the full piece and associated white paper and citations here.

Katie Sander Smith NCIDQ, CID, IIDA, NEWH, Associate
Monica Coleman NCIDQ, CID, IIDA, NEWH
Amy Frye, Associate Principal

The hospitality industry is currently redefining the meaning of luxury. Today’s travelers seek luxury through wellness, authenticity, sustainability, and a genuine sense that their health, and the planet’s, are being protected. At the center of this shift stand healthy materials: non-toxic, low- or zero-VOC, sustainably sourced products that improve indoor air quality, reduce chemical exposure, and embody regenerative design principles (International WELL Building Institute, 2025).

Materials such as mold-resistant drywall, bio-based finishes, organic linens, FSC-certified wood, Declare-labeled carpets, and PVC-free wallcoverings do more than meet certification requirements for LEED, WELL, or Cradle to Cradle, among others, they actively safeguard guests and staff from volatile organic compounds, allergens, and long-term health risks. Research consistently shows that cleaner indoor environments increase guest satisfaction, boost staff productivity and retention by up to 10%, and enhance cognitive performance (Harvard T.H. Chan School of Public Health, 2020; Hartke et al., 2025). While healthy materials may carry a modest 2–5% upfront premium, lifecycle savings from durability, lower energy use, reduced maintenance, and fewer health-related absences far outweigh the initial investment, often delivering 15–30% total cost advantages and higher property valuations (World Green Building Council, 2021).

Modern luxury travelers overwhelmingly seek restorative accommodations; 73–76% now prioritize transparent sustainability commitments and spaces that support physical and mental well-being (Booking.com, 2024). Leading brands have responded by weaving hyper-personalization, seamless convenience, local sourcing, and ethical supply chains into their core identity.

The Confluence Hotel in Hastings, Minnesota, an adaptive reuse of a historic industrial building, marries raw concrete and reclaimed steel with warm, locally harvested wood flooring and GREENGUARD Gold certified finishes. PVC-free wallcoverings and Declare-labeled carpets minimize VOCs while honoring the building’s heritage, creating a space that feels both authentic and deeply nurturing.
Caribou Coffee MSP Terminal 2
At Minneapolis-St. Paul International Airport, the forthcoming Caribou Coffee in Terminal 2 blends the brand’s signature “cabin” warmth with sustainable sophistication. LEED v4–aligned specifications include zero-VOC solid surfaces, North American sourced tile, FSC-certified millwork, and rigorously vetted finishes screened against the Living Building Challenge Red List (Metropolitan Airports Commission, 2024; U.S. Green Building Council, 2025). 

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Amy Frye
Amy Frye
Associate Principal | National Research Director
Minneapolis, Minnesota