Sustainability has become an increasingly important part of our lives. It has become appar-ent that the only way to safeguard the planet is by implementing environmental and social sustainability throughout all aspects of society. Focusing on one of those aspects, this thesis looks at the combination of sustainability and luxury, further referred to as new luxury, in the upscale hotel industry. The main aim of the thesis is to comprehend the components of new luxury that would be the most attractive for the upscale hotel industry in The Netherlands. The theoretical framework firstly explored the different views on new luxury before focusing on sustainable luxury. Sustainability and luxury were then elaborated on individually before concentrating on the combination by looking at the concept in general, at solutions, at the components and at existing examples. Furthermore, the implementation of sustainability in The Netherlands was discussed in general and in the hotel industry specifically, after which examples were given. The empirical research was done using semi-structured individual interviews. Five inter-views were conducted in total. Three employees working in new luxury hotels were inter-viewed based on their experience with the concept as well as two lecturers who added an educated view on the topic. The interviews were then transcribed and analyzed using a thematic content analysis. The results of the research showed many similarities between the outcome of the empirical research as well as the theoretical framework. The answers of the interviewees mainly cor-responded with one another and concluded that new luxury should entail good communica-tion, beneficial relationships, deeply implemented sustainability, continuous improvements, authentic experiences and a luxury feeling. These components are mostly supported by the theory, although the empirical part added additional insights. For future research there is a lot of room for discovery as new luxury is a new concept. New luxury should be researched ...