Amy Wald sits down with Kurt Bjorkman, COO of The Ranch at Laguna Beach, to explore sustainable hospitality as a driver of luxury guest experience and real operational ROI. From bamboo room keys and plastic-free initiatives to community stewardship, Beyond Green certification, and “nature as our economy,” Kurt shares actionable, property-tested strategies. You’ll learn how guest expectations are shifting, why costs have flipped in favor of sustainable purchasing, and how to build culture, hiring, and design choices that elevate both impact and guest loyalty.

Timestamps / Episode Breakdown

00:01 – Cruise ship roots: hospitality grit, guest connection, and leadership lessons

00:06 – The Ranch history: Indigenous gathering place to mid-century golf resort

00:12 – Preservation first: community-backed revitalization over teardown

00:14 – Strategy start: from basics to meaningful, place-based sustainability

00:17 – Stewardship mindset: operating as land and water guardians

00:19 – Overcoming barriers: budgets, ROI, and the new cost curve

00:21 – Case study: bamboo room keys reduce plastic and costs

00:23 – Procurement made easy: vendors now lead with sustainable options

00:25 – Big brand shifts: Hilton/Marriott phase out plastic water bottles

00:26 – Guest behavior: rising demand for eco-friendly hotels and amenities

00:28 – Leadership toolkit: scuba’s “stop, breathe, think” applied to operations

00:31 – Culture and hiring: the vibe check for true hospitality hearts

00:33 – Keeping it human: humor, humility, and guest joy

00:36 – Sustainability vs. regenerative: what language serves guests now

00:39 – Sense of place: designing for immersion in canyon and coastal sage

00:43 – Let nature teach: fewer signs, more felt experiences

00:44 – Urban lens: nature-based hospitality in cities (harbors, parks, rooftops)

00:45 – Reality check: regulatory complexity of nature-immersed properties

00:46 – Full circle: personal vision, purpose, and place

00:48 – Why The Ranch exists: people, community, and ownership alignment

00:49 – Learn more: Beyond Green recertification and rigorous standards

00:51 – Close: visit, learn, and experience green luxury

Key Links

Our platforms

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-conscious-check-in/id1832522451

Spotify: https://open.spotify.com/show/2YfXT8SElYqYEbhYqbD1AJ?si=00fad07476c14a70

Connect with us

Sponsor this Podcast: https://www.greenluxeinc.com/partner-with-us

LinkedIn: https://www.linkedin.com/company/theconsciouscheckin/

About Greenluxe: https://www.greenluxeinc.com/

1:1 with Amy: https://calendly.com/greenluxeinc/sustainable-hospitality

About the podcast

The core mission of The Conscious Check-in is to inspire travelers and hospitality leaders to embrace sustainability, showing how conscious choices in travel and luxury hospitality can create meaningful experiences for guests while driving positive impact for people, planet, and business.