'Luxury and sustainability aren't mutually exclusive'

Lakes by Yoo

'Luxury and sustainability aren't mutually exclusive'

January 21, 2025

The Lakes by Yoo founder John Hitchcox speaks to Globetrender about his visionary hospitality brand, where rewilded landscapes, farm-to-fork dining and transformative experiences meet the growing demand for conscious, community-focused retreats.

The hospitality landscape is shifting dramatically. What emerging trends excite you most?

"Longevity, wellness, sustainability and work without walls. These are at the core of what we’ve cultivated at the Lakes by Yoo. Over time, we’ve evolved naturally into a fully rounded destination that not only resonates with these values but also meets and surpasses the demands of today’s more discerning and conscious travellers. It’s incredibly exciting to see how these trends align with what we’re already so passionate about.

"Sustainability isn’t just a checkbox for us; it’s woven into the very fabric of what we do. From planting over half a million trees and rewilding vast areas of the estate to expanding our commitment to “farm-to-fork” dining, our goal is to live and breathe this ethos. It’s personally rewarding to witness a broader shift in the industry, with hotels and restaurants increasingly sourcing local, organic products and adopting meaningful energy conservation practices.

"The rise of wellness-focused travel feels like a natural evolution. People are seeking more than just a getaway; they want transformative experiences. This has inspired us to host retreats with thought leaders and industry disruptors like Dr Deepak Chopra and to embrace innovative approaches like cold-water therapy. Wellness tourism isn’t just a trend, it’s a movement, and we’re proud to be at the forefront of it.

"We’re also seeing a huge rise in demand for corporate away days. Companies are recognising the benefits of stepping outside their traditional office environment to foster teamwork, creativity, and innovation in their workforce. Destinations like ours that offer a nature-based retreat provide the perfect backdrop for teams to engage in meaningful conversations, creatively collaborate and foster trust. As hybrid work models continue to evolve, we’re sure to see demand for team-building away days rise as a result of companies investing in methods that encourage collaborative work without walls."

Yoo has expanded to 27 countries. Which markets have surprised you and what cultural adaptations were necessary?

"Each region comes with its unique cultural nuances and preferences, which have required thoughtful adaptation. For instance, in some markets, we’ve found a deep-rooted emphasis on family living spaces, while others prioritise modern minimalism or the integration of nature into design. These insights have shaped our approach significantly.

"A cornerstone of our strategy has been collaborating with local designers who intimately understand their region’s subtleties. By partnering with individuals who are deeply embedded in their cultural contexts, we’ve been able to create designs that resonate authentically with local audiences.

"We've also consciously broadened our horizons beyond traditional interior design. Drawing on creative talent from fields such as fashion, art, and even industrial design has allowed us to craft products that are functional, culturally relevant and forward-thinking. This multidisciplinary approach ensures that Yoo remains at the forefront of innovation while staying true to the distinctiveness of each market."

Hotels increasingly emphasise local experiences. How does the Lakes by Yoo approach destination integration?

"The local environment and community are absolutely integral to the ethos and success of the Lakes by Yoo. By harnessing the beauty and resources of our estate, we’ve curated activities and workshops that connect our guests to the natural surroundings. Beyond that, we’ve initiated programs to promote regional attractions, helping our visitors discover the richness of the area and make the most of their stay.

"Our Lakes Bar & Kitchen is a great example of how we’ve brought these ideas to life—it’s a welcoming space for residents, hotel guests and the local community, with menus that champion locally sourced ingredients.

"Integration with the local community goes even deeper. We’ve planted half a million trees and rewilded hundreds of acres of land, which has attracted a variety of bird species and wildlife to the area. But it’s not just about the environment; it’s about people, too. We’ve supported the local community through charitable initiatives, including donating a minibus to the Lechlade Lions, supporting Fairford and Lechlade Primary Schools, sponsoring the Cotswold Fest and the local library, and funding conservation projects like the Cotswold Water Park habitats.

"We’ve also opened 15 miles of public footpaths and created a new link along the River Coln to enhance access and connectivity in natural spaces. These projects reflect our belief that tourism should uplift and benefit the local area, creating a harmonious balance between visitors and the community."

How are guest expectations changing and how does this influence your development strategy? 

"Guests today rightly expect a higher level of personalised service, particularly when staying at a premium destination. As we’ve evolved into a fully-fledged hospitality brand, we are constantly elevating our guest services to create truly memorable experiences—something we believe is key to our high rate of returning visitors.

"Listening to feedback is central to how we shape our offerings. We’re always seeking ways to adapt and innovate to meet the changing needs of our guests. For example, we’ve expanded our range of activities and developed our children’s club significantly. Unlike many hotels or private members’ clubs in the area, we wholeheartedly welcome families, offering experiences that feel authentic to our natural environment. Children can roam freely, ride bikes, swim, and take part in a variety of outdoor adventures, all within a safe and nurturing space.

"To ensure these opportunities are available year-round we’ve recently invested in a new “cabin in the woods” activity hub. This provides children with creative and engaging experiences while offering parents peace of mind. It’s not just about keeping children entertained—it’s about giving parents the chance to unwind, enjoy the spa, or simply have some time to themselves, knowing their children are being well looked after.

"Additionally, hotel guests visiting the Lakes by Yoo in 2025 and staying overnight in the lakeside apartments and cabins, will be amongst the first to experience our elevated hospitality offerings. These include in-room dining provided by the Lakes Bar & Kitchen, an enhanced welcome hamper with local produce and pantry essentials, as well as luxury mini bar offering. We’ve also developed an exclusive hotel concierge service to cater to guests' every whim be it organising private chef-catered dinner parties or children’s sleepovers inspired by nature. 

"This commitment to personalisation and family inclusivity is at the heart of our development strategy and will remain a cornerstone of how we continue to refine and enhance our offering."

Technology is reshaping hospitality. Which advances do you believe will most impact guest experience?

"I’m particularly fascinated by how AI can enhance our daily lives and see it as an opportunity rather than a threat. While there is no substitute for human connection and the personal touch that comes from genuine recognition, integrating technology into our processes allows us to empower our team with better insights.

"Take repeat visitors, for example—how can we be more attuned to their preferences, remember what they enjoyed last time, and anticipate what might make their next stay exceptional? By investing in systems that work seamlessly with our guest services, we can elevate the level of personalisation we offer, creating truly bespoke experiences.

"We’ve also embraced cutting-edge technology in our wellness facilities, particularly in our gym, and cryotherapy suites. This fusion of advanced technology and wellness enables us to offer guests trusted science-backed experiences with proven benefits."

How do you approach sustainability in luxury hospitality?

"At the Lakes by Yoo, sustainability is a fundamental part of our philosophy, woven into every aspect of what we do. Luxury and sustainability aren’t mutually exclusive—when done thoughtfully, they enhance one another. For us, it starts with the land. We’ve planted over half a million trees and rewilded significant areas of the estate, creating thriving habitats for wildlife and restoring balance to the local ecosystem.

"We’ve also partnered with BMW to provide a fleet of electric vehicles (EVs) for guests, alongside installing dozens of EV charging points around the estate. This not only reduces emissions but also makes sustainable travel effortless. Within the estate, we actively encourage cycling as a mode of transport—it’s a great way to connect with the natural surroundings. Personally, I’m a huge fan of my electric bike; it’s practical, eco-friendly, and perfect for exploring the area.

"Sustainability informs how we source and operate as well. Our 'farm-to-fork' ethos prioritises locally sourced, organic ingredients for our dining offerings, reducing our carbon footprint while supporting local producers. Energy efficiency is another priority, with investments in greener technologies across the estate to minimise waste and consumption.

"True sustainability, though, extends beyond the environment. It’s about creating positive, lasting impacts for the local community as well. Through initiatives like supporting local schools, funding conservation projects, and providing public access to miles of footpaths, we ensure that our presence benefits the area in meaningful ways.

"Ultimately, we believe that luxury can and should lead the way in sustainable practices, setting an example for how beautiful, high-end experiences can coexist with respect for the planet."

What role does wellness play in your hospitality vision?

"When I first envisioned the Lakes by Yoo, it was as a place to connect with my family, escape the pressures of city life, and reconnect with nature. That was 20 years ago, and the need for such spaces feels even more vital today.

"Wellness is at the heart of everything we do. We’ve worked with world-leading practitioners in the wellness space to create not just a sanctuary for busy professionals but an environment that nurtures mind, body, and soul. Our spa is inspired by the world’s Blue Zones and is designed to support longevity, offering advanced treatments and serene spaces that encourage rejuvenation. 

"Every element of the Lakes has been thoughtfully cultivated to promote wellness, from the greenery and peaceful waters to the interiors of our residences and hotel. The design and furnishings are deliberately calming, fostering an atmosphere where guests can fully unwind and focus on themselves and their loved ones.

"Ultimately, the Lakes isn’t just a destination—it’s a retreat from the demands of modern life, a place where wellness is seamlessly woven into every moment."

Community has always been central to Yoo projects. How do you foster connection among hotel guests?

"Creating a vibrant, like-minded community has always been integral. I envisioned the Lakes as a place where I could spend time with friends on weekends, let our children play safely, and simply connect with others. Many of our homeowners have been with us since the very beginning, and we take great pride in giving back to them by hosting regular events that encourage them to interact and build connections with one another.

"This sense of community has only grown stronger with our hotel, especially as many repeat guests are now friends of previous guests—word of mouth is incredibly powerful here. There’s a strong sense of respect among the clientele we attract, who appreciate that they can enjoy privacy without being disturbed.

"Ultimately, my vision has always been for The Lakes to be a place where people can connect in a meaningful way."

Looking ahead 10 years, what innovations do you predict will transform luxury hospitality?

"We anticipate profound innovations that will redefine luxury hospitality, many of which align closely with Yoo's vision. AI will undoubtedly play a central role, enabling an unprecedented level of personalisation. Imagine arriving at a Yoo destination where your tastes, preferences, and lifestyle needs are not only anticipated but seamlessly integrated into your experience. AI will curate everything from bespoke interiors to personalised dining and entertainment, creating a hospitality experience that feels uniquely yours.

"Autonomous transport will also revolutionise travel, with guests enjoying effortless and stress-free journeys to their destinations. This shift will redefine the arrival experience, allowing us to rethink how we design entry points and welcome spaces in our projects.

"Innovations in 3D-printed architecture and interiors will transform how we approach design and construction. These technologies will enable Yoo to deliver highly customised, sustainable, and scalable solutions, allowing us to respond more dynamically to the unique cultural and environmental contexts of each market.

"Ultimately, tailored experiences will no longer be a luxury but an expectation. The future will demand a holistic, anticipatory approach where design and technology converge to deliver not just spaces, but immersive, meaningful experiences. At Yoo, we’re poised to lead this transformation, creating destinations that resonate deeply with the needs of tomorrow's discerning guests."

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