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Atmosphere Core Makes Significant Headway on Sustainability Goals 

International hospitality company, Atmosphere Core announces sustainability achievements across four pillars of Community, Operations, Resources and Environment.

This sustainability approach is evident through the company’s many impactful initiatives such as renewable energy infrastructure and water-saving technology across resorts. Along with company-wide projects, individual resorts are also looking at innovative pilot projects such as a vertical hydroponic garden at OZEN LIFE MAADHOO or the in-house biogas setup at OBLU SELECT Sangeli. 

Sustainability isn’t an option; it’s our ethos. We look at reusing, reducing, and recycling. All our resorts use a paperless app-based booking and check-in system. At our spas, we serve handmade candied orange peels, and all our resort teams maintain kitchen gardens with a constant effort to improve every year. The cumulative impact of these eco-friendly choices can have a lasting positive change. From conscious development to conserving resources and curating culturally connected experiences for our guests, every decision we make is rooted in preserving the natural beauty that surrounds us in the enchanting islands of Maldives, comments Shrikant Dash, the Deputy Managing Director for Corporate at Atmosphere Core.

Atmosphere Core on Driving Positive Community Impact

Atmosphere Core has been supporting charities and driving impact through a non-profit, non-governmental organisation – Atmosphere Foundation. In the span of two years, the foundation has achieved significant milestones. It has built a high-quality training kitchen for support needs students and runs reading programs for 7,196 youngsters. On top of this, they also supported health screening programs for 590 older citizens on local islands. 

Atmosphere Foundation is at the forefront of bringing responsible hospitality and climate protection programs together. The foundation has introduced bamboo plantation and cultivation not just in the group’s resorts, but also in local community outreach programs. Bamboo plants exhibit an exceptional carbon absorption rate. With this, the foundation is able to contribute to the goal of making the Maldives a carbon-free destination. Atmosphere Foundation has donated over 4,000 germinated seedlings and introduced saplings to 27 islands, collaborating with local councils on 9 initiatives. The Bamboo for Climate Change Mitigation project facilitates this process. This project has covered all but 5 atolls in Maldives. Over 1,000 seedlings have also been planted in resorts operated by Atmosphere Core.

How the Sun Powers Atmosphere Core’s Resorts

Atmosphere Core is driving a solar revolution in the Maldives. They do this by maximising every opportunity to power resorts with clean energy from the sun. In 2019, Atmosphere set up a marine and rooftop solar system at OZEN LIFE MAADHOO. Since then, the solar setup has expanded across resorts, leading to a year-over-year increase in solar energy production. With a 40% increase in 2022 followed by a 14% rise in 2023.

As of May 2024, there are 8,890 solar panels installed across seven resorts. The solar panels have produced a cumulative of 16,500 MWh of clean energy from 85 roof installations. Additionally, the resorts also have 12 floating platforms. With this, Atmosphere Core has saved 4,459,459 litres of diesel by using solar energy. This has resulted in a cumulative reduction of 11,951 metric tonnes of CO2 emissions.

Commitment to Coral Conservation and Sustainability

At the resorts within the Atmosphere Core portfolio, environmental care takes centre stage, with a special focus on coral conservation. Within the portfolio of nine resorts, seven have an actively managed coral conservation program and four resorts have a dedicated marine biologist. In 2023, a total of 279 coral frames were installed in Atmosphere Core waters with about 13,436 coral fragments. In Q1 2024, 21 new frames were installed across the resorts. Through continuous monitoring and maintenance, the coral fragments have encrusted onto the frames and started to grow new branches. Over the years, through coral propagation, these conservation gardens have flourished with live corals attracting marine life including Parrot Fish, Snappers, Eagle Rays, Sharks, and other invertebrates.

Green Globe Certification

All of Atmosphere Core’s resorts have received Green Globe Certification for environmental sustainability, with OZEN RESERVE BOLIFUSHI and OBLU NATURE Helengeli by SENTIDO receiving gold certifications. With a 10% global market share, Green Globe is one of the most preferred sustainability certifications for resorts and involves successfully being audited on 44 key environmental criteria and up to 380 compliance indicators depending on the destination.

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The Future of Travel: Social Commerce Insights from Jeremy Jauncey, Sarah Kopit & Seth Borko

The Future of Travel: Social Commerce Insights from Jeremy Jauncey, Sarah Kopit & Seth Borko

In today’s rapidly evolving digital landscape, social commerce is redefining the way travelers discover, plan, and book their trips. On a recent episode of the Skift Podcast, Jeremy Jauncey, CEO of Beautiful Destinations,joined Sarah Kopit and Seth Borko to discuss the growing influence of social media platforms like TikTok and Instagram on travel. Their insights highlight how brands and destinations can leverage these changes to engage modern travelers more effectively.

How Is Social Commerce Changing the Way We Travel?

We are in the most exciting time in the history of travel marketing,” said Jauncey, whose company Beautiful Destinations has pioneered high-quality digital storytelling to inspire wanderlust worldwide. “The way people discover travel is fundamentally different now. The traditional model of searching for a destination, visiting a travel agent, and booking through a website is rapidly being replaced by social commerce.

Social commerce merges social media influence with direct consumer purchases, allowing users to discover destinations through organic content and seamlessly book their next trip without leaving the app. Platforms like TikTok, Instagram, and YouTube have become virtual travel agencies, where users find inspiration and make real-time booking decisions based on what they see.

According to Seth Borko, a senior research analyst at Skift, younger generations are driving this shift, placing greater trust in influencers and user-generated content over traditional advertisements.

Millennials and Gen Z are scrolling through their feeds and seeing firsthand experiences from people they follow and admire. That authenticity is what makes them act,” Borko explained. “This isn’t just advertising; this is experiential storytelling with a call to action.

Why Is Short-Form Video the Future of Travel Marketing?

One of the key drivers behind this transformation is short-form video content.

Instagram Reels and TikTok have changed the game,” Jauncey noted. “A 15-second video can transport a user to a remote island in the Maldives or a street market in Bangkok. And with a simple tap, they can book a flight, hotel, or experience right there on the platform.”

Unlike traditional marketing strategies, which often require multiple steps from inspiration to booking, social commerce streamlines the process. Integrated ‘Book Now’ buttons and social-first travel agencies enable travelers to go from watching a video to confirming a reservation within minutes.

Sarah Kopit, Editor-in-Chief at Skift, emphasized the importance of adapting to these changing consumer behaviors.

Travel companies that are still relying on static images and generic ads are falling behind,” Kopit stressed. “You need to be in the spaces where your audience spends time – and right now, that’s TikTok, Instagram, and even emerging platforms like BeReal.

How Are Influencers and Community Engagement Driving Travel Bookings?

The conversation also highlighted the crucial role of content creators and travel influencers in driving bookings. Unlike traditional advertising, influencer marketing fosters trust through authenticity and relatability.

Travelers want to see real people experiencing real moments,” Jauncey explained. “It’s no longer about polished, overproduced ads. It’s about storytelling through a lens that feels personal and attainable.

This shift has led to the rise of micro-influencers—travel creators with smaller yet highly engaged audiences. These influencers often provide in-depth guides, real-time experiences, and unfiltered reviews, making their recommendations more credible.

We’re seeing a shift away from big celebrity endorsements toward niche, passionate creators who actually visit and experience the places they promote,” Borko added. “They drive more conversions because their followers see them as trustworthy sources.”

What Does the Future of Travel Marketing Look Like?

As social commerce continues to expand, industry experts agree that travel brands must adapt or risk being left behind. Key takeaways from this discussion include:

Short-form video is the future of travel marketing. Brands should invest in compelling, mobile-friendly content that captures users’ attention within seconds.

Seamless booking experiences drive conversions. The fewer steps between inspiration and purchase, the higher the likelihood of bookings.

Authenticity is key. Travelers engage more with real, relatable experiences from influencers and user-generated content.

Community engagement matters. Travel brands that foster relationships with their audiences rather than solely pushing sales will see greater long-term success.

The brands that will succeed in this new era of travel are the ones that recognize the power of social discovery and immediate action,” Jauncey concluded. “This is no longer the future – it’s happening right now.

As the travel industry shifts toward experience-driven, mobile-first marketing, companies that embrace social commerce will be at the forefront of the next travel boom. For travel brands and destinations, the message is clear: adapt now, or risk being left behind in a world where the next viral destination is just one scroll away.

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