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Opinion Articles

Opinion Article

Is the EU About to Make Green Claims a Luxury for Hotels?

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.

Xavier Font
By Xavier Font, Professor of Sustainability Marketing, University of Surrey
Opinion Article

From Sustainability to Regeneration: A Forgotten Paradise Reborn

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.

Jef Moons
By Jef Moons, Founder and CEO of Knai Bang Chatt by Kep West, Kep West
Kep, Cambodia
Opinion Article

Ibiti: A Living Proof That Regenerative Hospitality Works

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.

Nicola Gryczka Kirsch
By Nicola Gryczka Kirsch, EHL Entrepreneur in Residence and Founder of The Regen Studio, EHL
Brazil
Opinion Article

Business Insights: Are green getaways motivating holiday parks to be more sustainable?

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.

Toby RadcliffeLily Clark
By Toby Radcliffe and Lily Clark
United Kingdom
Opinion Article

Reimagining the Guest Experience Through Sustainability in the UAE

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.

Nicolas Chammaa
By Nicolas Chammaa, General Manager, Rotana
United Arab Emirates
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Opinion Article

Leed Certification for Santo Mine Shines Light on Sustainability for Santorini

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.

Serafim Karouzakis
By Serafim Karouzakis, General Manager, Santo Collection, Metaxa Hospitality Group
Santorini, Greece
Opinion Article

How Sustainability is Becoming the Cornerstone of Future Luxury Stays

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.

Abhishek Sahai
By Abhishek Sahai, General Manager, Hilton
Opinion Article

Behind the Façade: Why Greenwashing Threatens Hospitality Brands

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.

Poorva Awasthi
By Poorva Awasthi, VP Operations, BBD Group Hospitality
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Opinion Article

EHL Innovation Rewind: Caty Batten on Net Positive Hospitality and the Case for Regeneration

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.

By Simone Puorto and Caty Batten
HN TV
Opinion Article

EHL Innovation Rewind: Ásta Kristín Sigurjónsdóttir & Milena S. Nikolova on Rethinking Tech, Travel Behavior, and Community-Centered Success

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.

By Simone Puorto, Ásta Kristín Sigurjónsdóttir, and Milena S. Nikolova, Ph.D.
HN TV
Opinion Article

EHL Innovation Rewind: Nelson Ole Reiyia on Merging Tradition, Technology, and True Community Partnership

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.

By Simone Puorto and Nelson Ole Reiyia
HN TV
Opinion Article

EHL Innovation Rewind: Mohammed Marghalani on Regenerative Hospitality and Reconnecting Farms and Hotels

During our time at the EHL Open Innovation Summit, we caught up with Mohammed Marghalani, Chief of Franchised Assets Operations at Dan Company, to discuss how regenerative hospitality can transform the connection between agriculture and tourism. Our conversation explored why farm-to-table needs purpose, not just marketing, and how Dan is helping local farmers deliver authentic, high-quality products directly to guests, creating a hospitality experience that is as ethical as it is enriching.

By Mohammed Marghalani and Simone Puorto
Opinion Article

Social Entrepreneurship & Hospitality: From Definition to Action

What if ‘social’ wasn’t just a buzzword but a strategic redefinition of what businesses aim to achieve? In a world facing increasingly complex challenges, from social inequality to environmental challenges, social entrepreneurship is inspiring a shift in how entrepreneurs and organizations pursue positive social impact.

Inès Blal
By Inès Blal, Associate Professor, EHL
Opinion Article

Connect, Curate, Customize: Teamwork and Technology Turn Outdoor Experiences into Unforgettable Adventures

As summer travel trends shift, one truth remains: the more personalized and immersive the experience, the more likely guests are to return. In today’s uncertain marketplace, travelers are booking later and staying for shorter periods, often Thursday through Sunday rather than a full week. With rising costs and global events weighing on decision-making, guests are opting for quick getaways — and looking for meaningful experiences to make the most of them.

Bailie Sonnentag
By Bailie Sonnentag, Director of Sales, Northwest Arkansas, Hospitality America