NEOM honored with title World’s Leading Sustainable Health & Well-being Initiative at WSTHA | News
The Saudi giant project NEOM has been recognized by voters at the World Sustainable Travel & Hospitality Awards (WSTHA) with the title of World’s Leading Sustainable Health & Well-being Initiative 2025.
The award was unveiled in front of hundreds of global sustainable tourism leaders gathered in Dubai for the World Sustainable Travel & Hospitality Awards 2025. The VIP ceremony was held at Terra, Expo City Dubai and recognized the individuals and organizations accelerating change in net positive tourism.
At NEOM Operations’ Hospitality Services, health and well-being, including nutrition, are central to the climate-smart transformation. They developed an AI-powered climate-intelligent food ecosystem, where every bite counts for both personal health and the well-being of the planet. Through AI-powered menus, based on nutritional standards, consumption, waste and feedback patterns, to personalized nutrition and emissions profiles, NEOM has made sustainability visible in a delicious way.
Rolf Reichelt, Director of Hospitality Services, NEOM, said: “It feels great to win. This journey was written on a piece of paper three years ago and now we have won this award and are gaining ground. The biggest step forward for NEOM is a large artificial intelligence layer above all the systems we use, connecting many systems together to generate a huge amount of data, all of which we use to reinvent and improve ourselves.”
Within a year, NEOM flipped the script. Recipe reformulation maps each ingredient, enabling recipe improvements that result in reductions in high fats (-40%), saturated fat (-20%), salt (-20%) and sugars (-8%). Menus display carbon, water and nutrition. Each transaction, tracked through a proprietary community application and e-wallet, provides detailed consumption data, including full ingredient lists, and creates personalized sustainability profiles for more than 10,000 users.
WSTHA is run in partnership with the World Sustainable Hospitality Alliance, whose partners and members represent more than 66,000 hotels, eight million rooms worldwide, 300 brands and more than 100 supply chain and strategic partners.
Glenn Mandziuk, President & Chief Executive Officer of World Sustainable Hospitality Alliance, said, “We congratulate Neom on this award. This achievement reflects an outstanding commitment to innovation, collaboration and leadership in sustainable hospitality. At the World Sustainable Hospitality Alliance, we are proud to recognize organizations that are not only redefining excellence in guest experience, but also demonstrating that responsible business practices and sustainability are essential to the future of our industry – a net positive future for hospitality.”
Justin Cooke, Executive Vice President of the World Sustainable Travel & Hospitality Awards, said: “Our organization is committed to celebrating the individuals and companies who are setting new standards in protecting our planet for future generations – and NEOM is a deserving winner. It is a privilege to recognize the organisation’s achievements at our second annual Gala Ceremony, and I wish the team much success in the years to come.”
