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This week’s Feature Story unveils the success secrets of Varana and Anana, two standout properties in Krabi, Thailand, listed on Tourism Cares’ Meaningful Travel Map.

Our Co-founder, Jeremy Tran, sat down with the visionary founders behind these brands to explore what drives their commitment to sustainable hospitality, their strategies for balancing purpose with profitability, and their vision for Thailand’s travel industry.

Finally, are you a sustainability solution provider and looking to increase your company’s visibility in Asia’s hospitality and travel sector? Scroll down to submit your listing to our Sustainability Solution Providers directory.

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Inside Tourism Cares’ Meaningful Travel Map: Success Secrets from Thailand’s Hospitality Leaders

A 2022 Bain study highlights a notable “say-do gap” among Asian consumers, where a significant interest in sustainability does not always translate to action. This gap is partly attributed to challenges in identifying companies and products that are verifiably sustainability-led. 

Recognizing this, the Tourism Authority of Thailand, in partnership with the U.S.-based NGO Tourism Cares, has taken steps to make purpose-driven tourism in Thailand more searchable and accessible to travelers and travel advisors alike. 

They introduced 15 Thai Impact Partners to the Meaningful Travel map — a curated collection of businesses that meet stringent sustainability and social responsibility standards.

To qualify, each listed company must meet rigorous requirements: paying local staff a living wage, actively engaging with the community, implementing robust sustainability plans, and providing ongoing environmental training for employees. These standards ensure that travelers can trust they’re supporting genuinely impactful businesses.

Yet, many still question whether sustainability can be financially viable in the long run. 

The Asia Sustainable Travel team visited Krabi to meet with the founders of two Meaningful Travel properties, Varana and Anana. The two visionary hoteliers shared insights into their motivations, their approach to blending purpose with profitability, and their vision for a more sustainable future in Asia’s travel industry.

This article is the third part of our special series, Thailand’s Best-Kept Sustainable Travel Stories. If you missed the previous two parts, be sure to catch up here and here.

Varana: The Wellcation Experience Centered in the Equilibrium of Forest, Water, and People

Varana leads the way in redefining hospitality with a unique “wellcation” experience, blending wellness and vacation to create spaces where travelers can nurture physical, mental, and spiritual health. 

At the heart of this vision is Varana’s founder, Wipawan Laotanasin, affectionately known as Wan,  a visionary whose nearly decade-long journey to bring her dream to life has resulted in a sanctuary that transcends conventional luxury. 

Varana encapsulates the balance of “vana” (forest), “nava” (water), and “nara” (human), embodying harmony between nature and people.

A standout feature is NAAM, a hydrotherapy sanctuary spread across five levels with 10 adjustable modes of current and temperature, enabling a self-guided mindful journey through water therapy.

The NAM building’s design includes a rooftop pool filled with rainwater or treated wastewater, which naturally cools the building by up to 8 degrees Celsius and avoids the use of energy-intensive air conditioning.

Complementing NAM, the FAB fitness center focuses on functional classes such as Muay Thai and Full Body HIIT, promoting fitness with minimal reliance on electricity-consuming motorized equipment, further aligning with Varana’s eco-conscious ethos.

Complementing NAM, the FAB fitness center focuses on functional classes such as Muay Thai and Full Body HIIT, promoting fitness with minimal reliance on electricity-consuming motorized equipment, further aligning with Varana’s eco-conscious ethos.

Exemplifying Thailand’s Bio-Circular-Green Economic Model

At Varana, sustainability runs deeper than appearances. The resort is a living embodiment of Thailand’s Bio-Circular-Green Economic Model, a forward-looking framework championed by the national government as part of its post-pandemic recovery strategy. 

The resort celebrates Thailand’s finest purpose-led craftsmanship. Sofa fabrics are made of upcycled materials by SC Grand, while TV stands are fashioned from rescued teak salvaged from old houses in Chiang Mai. Soft rugs and plush couches are created from recycled plastic bottles, canvas sacks, and discarded fabrics otherwise bound for landfills.

Varana’s eco-innovation extends to its transportation, with a fleet of 10 fully electric tuk-tuks re-engineered from traditional combustion engines.

This commitment to sustainability reflects Wan’s vision of Thai hospitality, redefining what it means to embody environmental responsibility in every facet of a luxury experience.

Krabi’s First Hotel to Make Use of Underground Water Banking    

Taking sustainability even further, Varana is the first hotel in Krabi to implement a groundwater banking system. This advanced water management solution mimics natural aquifers, using recycled materials and bamboo pumps to capture and store water.

Anana: In Harmony with Nature

Founder Wolfgang Grimm named the hotel “Anana” to evoke a connection to nature, with “anana” meaning pineapple in Latin — a nod to Thailand’s world-renowned, flavorful pineapples. This choice reflects a guiding principle for sustainable travel: harmonizing with nature.

When acquiring the land for Anana, Wolfgang was deliberate in his planning, preserving 50% of the area in its natural state while dedicating the remaining half to hospitality. “Neither is more important than the other,” he emphasizes. “Both are equally essential, which is why we apply the 50-50 principle.”

However, for Wolfgang, preservation doesn’t mean leaving land idle; it’s about turning it into a purpose. He’s established an organic farm, creating a space where team members and guests alike can reconnect with the origins of food. This is a vital part of Wolfgang’s commitment to carbon-neutral projects.

At the same time, he’s driven to build hospitality spaces that inspire simplicity, encouraging guests to find joy in consuming less and valuing experiences over materials. 

Through Anana, Wolfgang aims to set an example of sustainable living where nature and thoughtful development coexist in balance.

Purpose Leads Profit

Anana’s location, removed from the bustle of the city, naturally attracts guests aligned with its serene, eco-conscious ethos. This distinct positioning not only enhances guest loyalty but also drives stays.

Wolfgang notes that 30% of guests extend their visits, with up to 10 walk-ins on certain days.

“Profit can only be the result of doing something good,” Wolfgang emphasizes. “This isn’t a profit-driven development.” For Anana, profitability follows purpose rather than leading it.

The hotel tracks mileage across its transportation fleet and collaborates with Oceans4All to plant seagrass to offset carbon.

For global standards, Anana holds a Green Globe certification, meeting 240 rigorous criteria every two years. The hotel’s solar panels supply up to 30% of its energy needs, demonstrating how eco-friendly initiatives can align with both operational efficiency and profitability.

Team Empowerment Drives Personalized Service

“At Anana, this is my team’s hotel, too—not just mine,” Wolfgang explains. “It’s about giving the team enough freedom to enjoy and perform well in their role.”

In a nutshell, it’s Purpose, Persistence, and People 

Hold no fear

When asked what her vision is for the next 5 years, Wan says, “My dream is for Varana to serve as a model of sustainable hospitality for hotels in Krabi and Thailand. Running a sustainable hotel requires patience, and some may worry it won’t pay off after years of effort. But I don’t have such fear.”

Create an ecosystem that continues to generate impact on its own 

Wolfgang envisions his business model, with its focus on ecological preservation and team empowerment, as a blueprint for industry-wide adoption. “There’s nothing more fulfilling than knowing you’ve built a system that will continue to create a positive impact long after you’ve stepped away.”

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