WEALTHY travellers who rode high on the hog for all to see are a thing of the past, says Grenadian hotelier Sir Royston Hopkin.

Financial hardship in the post-recession world has persuaded even the richest tourists to pay more attention to their social responsibility.

The old adage, “if you’ve got it, flaunt it” is synonymous with irresponsibility at a time when so many people are suffering economically.

The wealthy consumer has evolved into a more socially conscious being, more interested in being seen as a “regular person” than having his demand for “over-the-top gimmicks” met, said Sir Royston.

“The affluent consumer’s new persona has had a profound impact on his travel habits,” he said. “It’s not that they don’t have the money, it’s simply not responsible etiquette to flaunt it.”

High-end boutique hotels, such as Sir Royston’s Spice Island Beach Resort, have had to alter the way in which big spenders are approached.

Known worldwide for its service, the 64-suite resort still had to implement policy changes in catering to the affluent post-recession consumer, he said.

Rated “four diamonds” by the American Automobile Association, the property, which until a few years ago enforced a formal dress code for dinner, has now settled for “casual-elegant” since “unpretentious luxury” is the new black tie.

“Image is still important,” Sir Royston said, “but arrogance is no longer fashionable. This means dressing down even if they’re wearing jeans which cost more than some entire wardrobes.”

Covert indulgence is not the only result of the recession.

Rich vacationers choose their destinations based on a “strong environmental programme”, he said.

As a result, Spice Island instituted a no smoking policy and has stopped using chlorine in its pools.

“We’ve had a higher percentage of business because we have a no smoking property,” he said.

While recognising that the trend is toward smoke-free properties, Island Outpost’s Gregory Shervington said the Goldeneye hotel would continue to provide its guests with options.

Having smoking and nonsmoking areas at the property in Port Antonio, Jamaica, helped to ensure guests were not limited, said the marketing and sales manager.

Despite that decision, Goldeneye has been “organically inclined” to be environmentally friendly, he said.

However, since Goldeneye closed for refurbishment in 2007, reopening less than two years ago, he was not able to draw a comparison between pre- and post-recession travellers.

“It would be difficult to judge since we really have nothing to compare with,” he said.

Built by James Bond author Ian Fleming, the 15-acre spread caters mainly to the UK market because flights are more readily available from that area, Shervington said.

“In Grenada, the UK market has increased to about 75 per cent from 65 per cent,” Sir Royston said, “but other markets, such as Germany, have declined substantially because of a reduction in air lift”.

Regardless of where they come from, today’s travellers are sophisticated, Sir Royston said.

“You are challenged every year to produce the best of the best,” he said. “If you don’t, you’re going to be marginalised”.