Toward Regenerative Hospitality Business Models: The Case of “Hortel”

Due to the ecologically unfavorable state of the living world, any formal commitment made by the accommodation sector for the practical implementation of corporate social responsibility (CSR) strategies needs to be followed up by a credible plan, courageous action, and an attentive monitoring and reporting phase. Only in this way can high-end hotels in cities emerge as regenerative sustainability (RS) hubs and better amalgamate whole life-cycle thinking and economic performance in their day-to-day activities. This paper provides a detailed literature review of the ongoing transformation of the hospitality sector toward the RS paradigm, which is a concept that underpins Hortel’s business model. Hortel is then contextualized as the first example of an eco-innovative turnkey business-to-business (B2B) service for a high-end hotel with an annexed restaurant. Hortel implemented nature-based solutions adapted to the hospitality sector in order to contribute to local urban biodiversity and bring hotel clients closer to nature through biophilic tactics. Services like Hortel can support, with today’s resources and competences, hotels that are putting at the core of their business model planetary health and societal well-being. It also includes the description of the prototype built at Four Points by Sheraton Catania, the monitoring phase that lasted between 2016 and 2017, and other strategic business-related initiatives. This paper also contributes to the advancement of the literature discussing regenerative business models, which to date has been a largely unexplored aspect of hospitality.