The Challenge

The hospitality industry has failed to meet its potential, with a business model that prioritizes short-term profit over long-term success, overlooking the wellbeing of local communities, employees, and their environment with its resource-intensive approach.

Sustainable tourism has missed the mark – lacking transparency, greenwashing, engaging in token gestures, or confusing consumers.

The environmental and social costs of hospitality are equivalent to 

US$ 400 Billion

of economic loss

due to the wage disparity between the hospitality and other sectors in the US

11 Million

of single-use plastic dump

trucks annually

We need to chart a better course.

400 Million

of mature trees

destroyed annually