Ecotourism, ecotravel, reduce – reuse – recycle, sustainability: these terms have shaped the travel industry for years. A newer term gaining traction is upcycling. Merriam-Webster defines upcycling as “to recycle (something) in such a way that the resulting product is of a higher value than the original item.”
As travelers and brands aim to reduce environmental impact, companies across the travel sector are adopting upcycling initiatives. Below are examples of how upcycling is being used in hotels, airlines and cruise lines to transform waste and old materials into useful, higher-value products.
Hotels: repurposing buildings and materials
Hotels are among the most visible adopters of upcycling, both in terms of repurposing structures and reusing materials. In New Haven, Connecticut, Hotel Marcel transformed a former tire company headquarters—an iconic Brutalist building with Bauhaus influences—into a net-zero, sustainable hotel that honors the original architecture while serving a new purpose.
Similarly, Bottleworks Hotel in Indianapolis repurposed part of the city’s former Coca-Cola bottling plant into a modern luxury property. The renovation preserved Art Deco elements such as the original terrazzo floors, demonstrating how historic features can be integrated into contemporary design rather than discarded.
Airlines: turning retired parts and uniforms into new products
Aircraft recycling already diverts a large share of materials from landfill. The Aircraft Fleet Recycling Association estimates that 80–85 percent of an airplane’s parts are recycled at the end of its service life, with many components refurbished for reuse. Airlines are finding creative ways to take upcycling further by turning retired materials into consumer products.
For example, Lufthansa’s Upcycling Collection 2.0 features items made from airline materials: a laptop bag and a weekender crafted from discarded business-class blankets, wall art formed from aircraft skin, and a mirror framed in a former Airbus A320 window. These products showcase how airline materials can be transformed into attractive, functional goods.
Delta Air Lines has also embraced upcycling. When the carrier introduced new crew uniforms in 2018, it collected and donated about one million pieces—roughly 350,000 pounds—of retired uniforms. Those textiles were repurposed into backpacks, travel kits, passport covers, accessories and even pet bed stuffing, extending the useful life of fabric that would otherwise be discarded.
Cruise lines: cleaning oceans and creating keepsakes
© HURTIGRUTEN EXPEDITIONS
Cruise operators are incorporating upcycling into efforts to reduce marine pollution and create memorable guest items. Hurtigruten Expeditions, already recognized for launching the world’s first hybrid-powered cruise ship in 2019 and committing to zero waste by 2030, partners with organizations that transform marine debris into useful products.
One such partnership converts old fishing nets and other marine waste into lanyards, bracelets and keychains for guests and crew. These items serve a practical purpose onboard and provide guests with a tangible reminder of their voyage—an item that also represents a positive environmental action.
Why upcycling matters for travel
Upcycling in the travel sector reduces waste, preserves cultural and architectural heritage, and creates products with added value. Whether converting historic industrial buildings into hotels, giving aircraft materials a second life, or transforming ocean plastic into keepsakes, upcycling demonstrates how the industry can innovate while minimizing environmental impact.
As more travel brands adopt upcycling practices, travelers can expect to see an increasing number of thoughtful, sustainable products and spaces that celebrate reuse and creativity rather than contributing to single-use waste.