On June 12, 2025, EHL and Asteria Investment Managers held its third-annual Sustainable Investing Forum on the school’s flagship campus in Lausanne. The focus of this year’s event was on shareholder engagement as a critical driver of sustainable strategies. Once again, the forum brought together academics and industry players from diverse backgrounds.
The Middle East is building the world’s boldest tourism dreams—but will rising heat rewrite the rules of ROI, resilience, and reputation? From 50 °C “death zone” summers to exploding cooling costs and stranded giga-assets, the risks are no longer theoretical.
The hospitality industry stands at a crossroads between a series of choices that will shape its future. Traditionally, sustainability efforts have centred on minimising environmental impact. However, an innovative approach is required for hotels to become agents of positive change. This extends from the improvement and restoration of destinations to the protection of their natural and social ecosystems. Regenerative Hospitality represents a fundamental shift in mindsets. Instead of simply reducing harm, forward-thinking hospitality businesses are now creating net-positive impacts, leaving places better than they found them. This isn't just environmental stewardship; it's a complete reimagining of business purpose within the interconnected living systems.
Imagine this: you run a 30-room independent hotel in Spain. You’ve invested in solar panels, eliminated single-use plastics, and source food from local suppliers. Guests praise your efforts. Yet when travellers search on Booking.com, your property doesn’t show up under “sustainable stays.” Why? Because you don’t have a third-party sustainability certification. Under new EU rules, you’re not even allowed to call yourself “eco-friendly” without one.
When I first arrived in Kep, Cambodia, in 2003, it felt like a town lost in time. Once known as the “Côte d’Azur of Cambodia,” Kep had been a glamorous seaside escape filled with beautiful villas and vibrant life. But after years of war and hardship, the beaches were deserted, the roads crumbling, and the elegant homes reduced to ruins. What remained was only a faded memory of a golden era.
In the heart of Brazil’s Atlantic Forest, that question has already been answered. Ibiti Projeto stands as living proof that regenerative hospitality is not a far-off dream but a reality. Over 40 years, it has transformed once-degraded land into a thriving biodiversity refuge, while creating opportunities for local people to become entrepreneurs and stewards of their own future.My recent immersion there was a reminder that regeneration is not an abstract ideal - it’s a tangible force that can transform landscapes, economies and mindsets all at once.
Visiting a holiday park, ranging from lodge parks to caravan parks or glamping yurts, is a favoured holiday choice for the UK domestic market. Estimating the market size for UK holiday parks is complex due to overlapping categories. However, Mintel estimates the holiday centres and parks segment revenue to be valued at £3.5bn in 2024 – a 20% growth from pre-pandemic levels. In 2023, there were 4,754 holiday parks and campsites operating in the UK, accounting for 320,901 pitches, with the highest number in South West England. The sector further supports c. 230,000 full time jobs across the UK.
Two weeks on the road in Italy, from Milan to Naples, will teach you many things. For one, gelato is great at any time. But more importantly, it forces you to confront a term that’s been floating around travel discourse for years: overtourism.
As heatwaves intensify year after year, the tourism sector is facing profound changes in booking behaviour and increased exposure to natural risks. This is a hot topic today, as discussed by Vanguélis Panayotis, CEO of MKG Consulting and Hospitality ON, during an interview with BFM.
In the world of hospitality, sustainability is frequently discussed in terms of technology and operations such as LED lighting, water-saving systems, and local produce. These are meaningful steps, and many hotels across the Emirates have successfully adopted them. However, sustainability isn’t just a feature or a checklist; It is a mindset, and one that should be experienced by guests, not just practiced behind the scenes.
In recent years, indoor plants have become more than just decorative items in hotel interiors. They have evolved into important elements that contribute to wellness, sustainability, and the overall guest experience. This shift reflects a growing recognition of the benefits plants bring to indoor environments and hospitality design.
As the longtime General Manager of TUI Magic Life Candia Maris Resort in Crete and the recently appointed General Manager of Santo Collection on Santorini – both under Metaxa Hospitality Group, I’ve seen firsthand that no matter a hotelier’s reason for embracing sustainability, the rewards – for the property, our guests, and the broader community and culture – are well worth the effort.
Climate-related risks pose a threat to ecosystems and human health. These risks are very real, affecting both businesses, economies, and individuals. At the beginning of this year, for example, Accor withdrew from two investments due to the risk of water shortages and wildfires [1a, 1b]. Whether these reasons were merely a pretext or genuinely drove the decision, we must acknowledge the evolving landscape of risks that hotels now face. However, at least there are tools available to help us map these risks.
Airlines face a challenge: they struggle to make a profit and please diverse passenger groups at the same time. Traditional ticket sales work well for basic flights, but fail at upselling upgrades, meals, or eco-options, because legacy systems weren’t built for personalization or sustainability.
For a long time, luxury in hospitality was defined by an abundance of staff, grand lobbies, imported materials, and elaborate service. On the other hand, sustainability was often viewed as a limitation, implying a need to cut back. But today’s travellers are changing that view. Luxury and sustainability are no longer on opposite sides; they are deeply intertwined with each other.
The hospitality industry has continuously evolved in response to changing guest expectations. Over the last decade, the shift has been both visible and profound. Today, travellers increasingly look beyond the thread count of linens or gourmet menus. They want transparency, values, and accountability. They want to know how a hotel treats its waste, conserves water, supports the community, and manages its carbon footprint.
In an era where climate concerns and rising operational costs dominate the global conversation, sustainability is no longer just a buzzword — it is a core business strategy. For hotels across the globe, going green is both an ethical imperative and an economic one. While the hospitality industry has grappled with the perception that sustainability is expensive, smart resource management proves otherwise – allowing them to reduce waste, lower energy costs, and build long-term resilience. In this context, sustainability is profitability, and resource efficiency is its foundation.
During the EHL Open Innovation Summit in Lausanne, we spoke with Caty Batten, Co-founder and CEO at Intaconnected and The Nature of Business Lab, about how the hospitality industry can move beyond traditional sustainability and embrace a regenerative approach. Our conversation focused on the Net Positive Hospitality Pathway, a practical tool for building resilience and long-term value, and why regeneration must become the new standard for climate, nature, and people.
At the EHL Open Innovation Summit, we had the opportunity to speak with Ásta Kristín Sigurjónsdóttir, CEO of the Iceland Tourism Cluster, and Milena S. Nikolova, Ph.D., Chief Behavior Officer and Co-founder of BehaviorSMART. Our conversation explored how artificial intelligence might transform the way we plan and experience travel, how technology must be used with behavioral insight to enhance rather than diminish hospitality, and why the industry must rethink success in terms of community well-being—not just business outcomes.
During the EHL Open Innovation Summit, we had the pleasure of speaking with Nelson Ole Reiyia, CEO and Co-founder of Nashulai Maasai Conservancy. Our conversation explored how technology, particularly AI, can be used to enhance hospitality without losing its human soul, and why the future of travel lies in genuine partnerships with local communities, not just surface-level consultation.