The Marriage Between Luxury Hospitality, Ecotourism, and Social Initiatives: A New Business Model from Italy

Over the last few years, the hospitality industry has increasingly embraced green practices. Indeed, tourists pay more attention to the sustainability actions of accommodations nowadays, demonstrating positive attitudes towards those implementing sustainable initiatives. Against this backdrop, “greening” a hotel has become a key driver of success for hotel operators to attract and retain these emerging eco-friendly travelers. Accordingly, many hotels worldwide have started implementing green management practices and adopting new business models. However, this is particularly difficult for luxury hotels, where combining luxury characteristics and sustainability is a challenging and ongoing issue. This research aims to investigate the unique business model of a luxury eco-hotel sited in a WWF-affiliated reserve and belonging to a social foundation group. Our findings not only demonstrate that it is possible to combine sustainability and luxury but also to depict a new form of business model that integrates social and environmental dimensions.