We are at the early stages of one of the most important trends of our lifetime: a growing global movement of people using business as a force for good. This movement is everywhere and has many leaders throughout the world, all trying to create meaningful work with dignity and purpose.

New regenerative forms of travel – or travel formats contributing to the wellbeing of the community as glamping, co-living, immersive experiences, slow travel, sustainable tourism, transformative tourism, conscious tourism, ethical tourism, responsible tourism, experiential travel – are taking by storm the Gen Z and most certainly Gen Alpha.

Particularly during the last couple of years, affluent travellers have not been looking ‘bling’ anymore. They seem to identify in sustainability and respect for the environment as the most important reason motivating the choice of a hotel or service. They look for wellness and health destinations where not only relax, but rather have the opportunity to ‘transform’.

This sentiment in the market and the lead of new generations should induce operators to re-consider their business models and prompt them to plan for an inclusive, equitable & regenerative economic system, a new kind of business that balance purpose and profit.

– A new business model for the hospitality industry that ease integrate several complexities we are observing:

– Working life in hospitality is typically short. Pay is generally low and hours unsociable. Most people who chose hospitality as career reach saturation and overwork conditions very quickly.

– A high portion of the younger generations aspire to be entrepreneurs. A new business model could provide a platform for people become ‘stakeholders’ of the organization, learn how to run an efficient business and eventually become business owners.

– An happier and more engaged employee could help to provide travellers with unique, genuine experiences that, providing an unfiltered access to the local culture, could be life changing, transformative

Could an “employee owned” business model be the solution to the future of work?

Upon three decades of experience, I believe we need an environment where employees can thrive, come to work with the commitment and passion needed to enjoy what they do and not just work for the sake of making ends meet.  For too long the traditional business model has been to run a hospitality business strictly upon P&L- related considerations, neglecting the primary function of these organization: to care about guests. The word ‘’hospitality’’ has been forgotten mostly replaced by profit.

It is time to resume authentic hospitality.

Who will support this new format?

The transformational and regenerative eco-warrior belonging to Z and Alpha generations. The traveller who seeks meaningful and purpose driven exploration.
Not just a ‘tourist’, but a conscious traveller looking for an experience, willing to learn and return home afterwards with indelible memories not just Instagram photos. The traveller with the intention to undergo a personal transformation and come back home with a new purpose.

This new business model could maximize the socio-economic benefits for the local community sustaining its operations and, most of all, to engage travellers in meaningful experiences and long lasting memories.

The pandemic has provided us with a great opportunity, change our mentality for the greater good, shift priorities to care for each other join the growing sharing economy, while continuing to contribute to the creation of a truly sustainable world.

Travel and tourism are the world’s largest industries and one truly able to influence and make the biggest impact.

I firmly believe that this form of participation to the organization, will help us sustain the hospitality industry while securing many profitable and sustainable years of business.