Christine, thank you for taking the time to speak with us today! Before we dive in: how did you first come to Masatsch? 

Christine: I had been following Hotel Masatsch with great interest for quite some time – I was fascinated by how this concept works. My background is actually in very different fields: I worked in event management and also in the social sector, especially on topics such as care and inclusion – how to better integrate people with disabilities into everyday life. 

For me, Masatsch has always been a prime example of how this can succeed. When I saw they were looking for new leadership, I applied – and got the job. Now I am fully immersed in this unique project. At first glance it is a social initiative, yes – but at the same time, it is a perfectly normal hotel for all guests. Everyone is welcome here – with or without disabilities.

Inclusion is part of daily life at Masatsch. What makes this place so special to you? And what do you do differently from a "classic" hotel? 

Christine: Hotel Masatsch really is a special place – it has a kind of energy, if I can put it that way. Even before I worked here, I often came by just to sit in the café or have lunch at the restaurant. And every time, I felt the same thing: this place just feels good. There is a kind of positive energy here. 

Now that I am part of the team, I feel it even more. What makes this place so unique is the work with our staff with disabilities. They bring such joy and enthusiasm to their work – it is contagious. You feel it the moment you arrive. 

Every morning, one of our employees at the bar greets me with a coffee and a smile and says, "So good to see you!" Around 40 percent of our team – about 30 people – have disabilities. They work in the kitchen, service, housekeeping, or in our garden project, where we grow our own vegetables. Of course, this comes with daily challenges. We support, train, and accompany our team constantly. Many things have to be repeated and practiced often – almost like a school. But that is exactly what makes our work so meaningful.

You have a very diverse team with different backgrounds and abilities. What does it take to make this work? And what can other hotels learn from it? 

Christine: To work here, one thing matters most: genuine interest in people – and empathy. Our team is diverse and full of different strengths. You have to be willing to share knowledge, support others, and practise things together until they stick. 

Our team leads – the head chef, the service managers – carry a lot of responsibility. They are not just supervisors, but coaches, motivators, mentors. They need to be patient and adapt to each person. The overall pace is a bit slower here – and that is a good thing. 

I often say: when you work here, you automatically shift down two gears. That creates space for real connection. What can other hotels learn from this? That inclusion is not a burden – it is a huge enrichment. When people with different abilities are truly integrated, the work environment becomes more patient, more respectful, more human. And guests feel that.

Many hotels want to become more inclusive but struggle to take the first step. What are the most common misconceptions – and what really matters? 

Christine: For me, social sustainability means not just including people with disabilities – but giving them real opportunities. The biggest misconception? That inclusion is an extra task. Something "on top". But it is not about being perfect – it is about mindset. 

It takes openness, patience, and a willingness to meet people at eye level. Once you take that step, something fundamental shifts: in the team, in your interactions, and in the entire culture of the business. That is what social sustainability really means to me.

Was there a moment when you thought: this is exactly why we are doing this? A memory or experience that stayed with you? 

Christine: Yes, absolutely. One moment from this summer stands out. We hosted a group from Germany – the Pfennigparade Foundation, which supports children and young people with severe disabilities. More than 20 people stayed with us for two weeks. It was a challenge, but also a very special experience. 

On their last evening, they organised a little farewell celebration for us. One of the girls – she was maybe nine years old – could not walk at all when she arrived. She used a walking frame and needed a lot of support. On the final evening, she suddenly walked up to me unaided, beaming with pride, and handed me a thank-you note for the whole team. She said these had been her best two weeks in a very long time. 

That moment really moved all of us. It reminded me why we do what we do. Moments like that show us that this work matters. It makes a difference.

Amazing, thank you for sharing! And to finish – our Quick 5, which we ask in every MAp Client Story:

• A hotel that inspires you: Hotel Frida am Wald
• A book or resource everyone should read if they want to be more sustainable: I honestly do not have one!
• A destination on your to-travel list: Kyrgyzstan – it is at the top of my list.
• quote to live by: “Go confidently in the direction of your dreams. Live the life you have imagined. As you simplify your life, the laws of the universe will be simpler.” – Henry David Thoreau, Walden (1854)
• Your biggest wish for the future: A life full of meaningful experiences, connection, good health, and true friendship.

Accessibility is not just about someone in a wheelchair being able to enter your building. 

It's about making them want to. Because the reception is friendly. The signage is clear. The room is well thought out. And no one has to explain themselves. It's not about having perfect solutions. It is about a clear, honest intention: “We want you to feel at ease – just as you are.” 

Whether neurodivergent, visually impaired, travelling with a personal assistant or caregiver or an assistance dog – true accessibility does not start with technical norms. It starts with understanding needs. It's not about treating someone as a special case – but about making them feel like a natural part of the picture. 

Accessibility is not a request. It is part of what real hospitality means. ☻ 

1. Belonging over exception 

Inclusion starts where no one feels like an exception. Accessibility does not mean welcoming someone especially. It means remembering they might come – and making sure nothing stands in their way. Design spaces where people can move, orient themselves and feel safe – without having to explain themselves. 

Tip: Ask yourself: Where are barriers in your hotel? And how can you make belonging visible? Check your door widths. Offer quiet hours without music. Label allergens clearly. The list is long ;-)

2. Communication that connects

Accessibility often begins with a single word. Or the feeling of being understood – without having to explain. If guests cannot read, hear or process information quickly, they are left out. 

Language can exclude – or open doors. 
Simple wording, pictograms, clear check-in explanations – it is often the small things that make a big difference. Sometimes all it takes is a shift in perspective. 

Tip: Words reflect your mindset. Be mindful of phrases like “as you can see” or “have you heard?” Not everyone sees, hears or understands the way you do. That is where accessibility begins – not with complex instructions, but with language that includes everyone. Want to go deeper? Check out our Sustainable Hotel Handbook: Communication.

3. The first impression happens online

Before a guest enters your hotel, they have already been there – online. And that is where many great ideas fall apart: When websites are hard to read, bookings are complicated, or key information is hidden behind sleek design. 

Digital accessibility is not about tech. It is about respect. After all – what good is the perfect ramp if the path to it is confusing? 

Tip: Have someone test your website who struggles with orientation or invite someone from your community for a test stay at your hotel. You will learn a lot – and fast. For more, see our blog post on sustainable hotel websites.

4. Listening leads to insight

Sometimes you do not need a new concept. Just a good conversation. 

People living with limitations know exactly what they need. We just have to ask – openly, honestly, without fear. Guests who offer feedback. Team members who share experiences. Organisations that can support your journey. Listening does more than improving systems. It changes your perspective. 

Tip: Start small. Invite someone from your community to give feedback – maybe during a test stay, a walkthrough or an open conversation with your team.

5. A hotel that thinks ahead 

Accessibility does not mean having a protocol for every possible case. It means staying aware – and being ready. Ready to meet people’s needs in unexpected moments. 

A guest arrives with an assistance dog? 
A caregiver needs a separate bed in the same room? 
Someone wants to enjoy breakfast in peace, without sensory overload? 
Accessibility means: we may not have planned for it – but we are prepared. 

Tip: Bring accessibility into your team conversations – not as a list of rules, but as a shared mindset: “We ask one time too many – not one time too few. And we find solutions together.” 

Example (inspiration): Some supermarkets now offer autism-friendly shopping hours – dimmed lights, no music, no loud announcements, clear signage and a quieter checkout experience. That is what we call the curb-cut effect: small changes made for specific groups end up helping everyone.

Accessibility is not a limitation – it's an expansion. For your team. For your guests. For your positioning as a host who leads with purpose. Curb-cut effect, again: Designing with care for some often makes things better for all. From a clearly written menu to step-free access, subtitles and simple language – you reach more people, strengthen your brand and create guest experiences that leave a lasting impression. Because someone felt truly seen.

Accessibility is not about being perfect. And it does not have to be. At MAp Boutique Consultancy, we always say: progress over perfection.

That's true here as well. Start rethinking accessibility – today. Not through major renovations. But by choosing to notice more. By acting where you already can. And by creating a culture of welcome that includes everyone.

Want to go deeper? Download our free guide: 6 Principles for Social Sustainability in Hotels.
Or explore our The Sustainable Hotel Handbook: People.

#onwards

We know – this might sound like one of those things you would rather not hear. It sounds like work. It sounds like complexity. But here is the good news: it does not have to be! 

In fact, for hotels that start early, sustainability reporting can become a powerful asset – not a burden. 

The Corporate Sustainability Reporting Directive (CSRD) and the European Sustainability Reporting Standards (ESRS) will require more and more companies to disclose how they impact People and Planet.

The line between work and leisure continues to blur – and bleisure travel (Business and Leisure travel = Bleisure) is becoming the norm, not the niche. In fact, the bleisure travel market is projected to nearly quadruple by 2034 (Presedence Research, 2025). 

What used to be a short business trip is now often extended into a weekend getaway. Or even a “workation” in a location that inspires. Guests are looking for places where they can plug in, but also fully switch off. 

What this means for hotels: You need to cater to both sides of the experience – smart and professional, warm and personal.

Think: 

• ergonomic desks, great coffee and strong Wi-Fi
• co-working lounges that invite connection wellness offerings,
• flexible check-in/out, weekend extensions
• local insider tips that turn a work trip into a memory 

And yes, bleisure travellers are valuable guests: They stay longer, spend more, and often return.

What you can do now? 

• Review your room amenities and workspace features
• Create bleisure packages (weekend extensions, 2+ nights with special rates), such as our client B5 Boutique Hotel in Lugano
• Offer remote-work stays (weekly or monthly rates, with perks for longer stays)
• Communicate clearly to both direct guests and, where relevant, corporate partners
• Re-think your loyalty programmes for hybrid travellers who want flexibility and recognition

Our MAdvice: Design your offers around flexibility, purpose and experience – and you will win the travellers who want it all.

Forget the doom stories. In 2026, Artificial Intelligence is not coming for your jobs – it is coming for your to-do list. 

From guest communication to revenue management, hotels are starting to embrace AI as a practical, powerful support system (Thynk, 2024). And we are sure: The smartest ones are not using it to replace their people – they are using it to elevate them. 

Think: 

• personalised email replies that actually save time
• chatbots that handle FAQs while your team focuses on real care
• automated pricing tools that take market trends into account 

The key? Let technology do what it does best – so your people can do what they do best.

What you can do now: 

• Explore AI tools such as chatlyn tailored for hospitality
• Start small: one task, one team, one experiment
• Train your team to work with AI, not against it
• Keep the human touch at the heart of every guest interaction 

Our MAdvice: Do not fear the tech. Lead WITH it. Because the future belongs to hotels that are both human and smart.

One thing we know for sure: The future belongs to the hotels that dare. 

Trends are tools. But it is your stance that gives them meaning. The most exciting hotels in 2026 do not just follow the direction of the market – they sharpen it. They build with intention, communicate with courage, and turn values into real life action. 

So if you are working on something in 2026, do not play it safe. 
Dare to be different. 
Dare to be true. 
Dare to be the hotel only YOU and your team can be. 

That is what guests will remember and what makes a positive impact. 

We hope that this short glance ahead has provided you with empowering ideas and sustainable inspiration. Let's work together to make hotels even more innovative, sustainable, and future-proof. Thank you for joining us on our journey to shape the hotel industry of tomorrow. #onwards

We know that flying is bad for the planet. We’ve heard about plastic waste. But how much carbon does it take to send a text? Or to make a pair of jeans? 

How Bad Are Bananas? is one of those books that leaves you staring into your cup of coffee, wondering what invisible impact it carries. 

It’s not about doing less – it’s about doing things smarter. With surprising comparisons and jaw-dropping carbon maths, Berners-Lee helps us to understand what really matters in the climate conversation. Spoiler: it’s not the banana.

CO₂ – carbon dioxide – is one of the major greenhouse gases driving climate change. It’s released when we burn fossil fuels like oil, gas or coal – and through the things we produce, consume and waste. 

To compare emissions from different sources, we use a standard measure called CO₂e – carbon dioxide equivalent – which includes other powerful gases like methane and nitrous oxide. The numbers, shown in grams (g), kilograms (kg) or tonnes (t), help us to comprehend the climate cost of each action. 

For reference: 

• 1 g CO₂e ≈ 7 seconds of driving
• 100 g CO₂e ≈ 1 km by car
• 1 kg CO₂e ≈ 10 km by car or a medium steak
• 1 t CO₂e ≈ an average European’s emissions in 1 month

How Bad Are Bananas? doesn’t overwhelm you with stats – it tells carbon stories in g, kg and tonnes. A tangible, readable way to rethink our everyday choices. 

Some things are as bad as you thought (beef, frequent flying). Others are worse. And the rest? Far more innocent than you’d imagine.

#1: Bananas aren’t that bad – but wasting them is. One banana has a surprisingly low footprint: around 110 g CO₂e – that’s about the same as a kilometre in a car or a cup of oat milk coffee. But throw it away, and that footprint becomes avoidable. Globally, food waste accounts for up to 10% of all emissions. 

#2: Buying new tech has a higher footprint than using it. A single smartphone generates 55-95 kg CO₂e during its production – the same as driving 400-700 km. Most of the footprint happens before you even switch it on. Keeping your phone for just one more year makes a measurable difference. 

#3: A simple t-shirt = 4 kg, jeans = 30+ kg CO₂e. A basic cotton T-shirt emits around 4 kg CO₂e. A pair of jeans? Due to water-hungry cotton, dyeing and global transport, over 30 kg CO₂e – about the same as a domestic flight. The carbon impact of the fashion industry is bigger than all international flights and shipping combined. 

#4: A text message? Nearly nothing. A Google search? Adds up fast. One SMS emits only 0.014 g CO₂e – practically nothing. But a single email with a large attachment? Around 50 g CO₂e – the same as driving 400 metres. Multiply that across your inbox, team and organisation, and it starts to matter. 

#5: Trains are greener – but not always. Yes, trains are generally more climate-friendly (and far safer) than cars. But if just two people are travelling together, driving an efficient car can have a lower footprint than taking a first-class train. 

#6: A bouquet a week? A tonne of trouble. A weekly bouquet of out-of-season, flown-in flowers can add up to 1.5 tonnes of CO₂e per year. Grown with artificial heat or flown across continents – either way, it’s bad news for the climate. 

#7: War is the most carbon-intensive human activity. Military operations and infrastructure have some of the highest emissions on the planet – yet they’re rarely discussed. It’s a sobering reminder that peace and sustainability are profoundly interconnected – and that a just, liveable future requires both.

“But compared to 2010 I feel more hope, more fear and a good deal more urgency.”

If you see air-freight, avoid it. Vegan beats vegetarian for the climate. And when it comes to beef, lamb or hothouse-grown produce – think red flags, not green choices. 

How Bad Are Bananas? flips our understanding of climate impact on its head. It’s not about guilt – it’s about clarity. It shows us where we can make meaningful changes without losing our minds (or our love for bananas). 

At MAp, we believe that better decisions start with better questions. This book gives us exactly that. Questions that make us pause, reflect and choose better – not with pressure, but with purpose. 

Sustainability isn’t just a checklist. It’s a mindset. One that asks: How bad is it? And MAps out a better way forward. 

#onwards 

Your MAp team

Food is more than just fuel for the day – food can be a conscious choice. A choice that has an impact on the planet, our health and the climate. According to the Max Planck Society (2023), the global food system is responsible for up to 37% of global greenhouse gas emissions. And one of the main culprits is the production of animal-based products.

The good news? With just a few smart changes in your (hotel) kitchen, you can significantly reduce your carbon footprint, attract new guests and stand out from your competitors.

Make sure to include at least two plant-based dishes in every menu category – starter, main and dessert. Why? Studies show that restaurants offering vegan options enjoy higher guest satisfaction and return rates (Hopkinson, 2021). 

Plus, you’re catering to everyone: vegans, vegetarians, flexitarians and guests with dietary intolerances. 

Health tip: Did you know that reducing meat consumption can lower your risk of respiratory diseases by up to 50%? (Willett et al., 2019) The planet says thank you, too. 

Pro tip: Instead of “vegan”, try calling it “plant-based”; that often resonates better with guests.

Fresh, local ingredients straight from the nearby farm? Yes, please! Choosing seasonal products from your region not only supports local farmers and suppliers, it also reduces your carbon emissions. Best of all: seasonal dishes tend to taste better. A win-win, right?

This one’s not just for your vegan guests! Offer themed events and specials like plant-based weekday lunch menus and power-packed summer dishes or participate in vegan restaurant weeks. Make plant-based cuisine part of the conversion and encourage guests to explore new flavours!

Your team should be just as excited about plant-based options as your guests. That’s where training comes in (and Regula is your go-to expert here 😉). Help your staff become confident ambassadors for nutrition, health and sustainability – your guests will notice, and your team will be proud.

Not a fan of artificial additives? Great – neither are we. Stick to wholesome, unprocessed ingredients. Take inspiration from restaurants like La Bruja in Guatemala, where everything is made without artificial enhancers. Your guests will taste the difference – and their health will thank you.

More guests, more revenue – and the rewarding feeling of doing something good for the planet. You’ll also become more attractive to potential employees and partners who share your sustainability values. Let’s be honest: sustainability is more than just a trend – it’s the future. And those who lead the way today will have a clear advantage tomorrow 🙌. 

So, what are you waiting for? Let’s create a healthier, more sustainable hospitality world – together! 

#onwards, 
Your MAp Team 

Fancy even more practical tips and tricks to make your menu more sustainable? Download our free comprehensive guide: Sustainability in Hospitality: 5 Tips for a More Sustainable (Hotel) Kitchen.

Dear Lisa Flora, once again a big CONGRATULATIONS on completing your Master's degree in Sustainable Regional and Destination Development! Can you give us a brief insight into how you methodically approached this major sustainability topic of "making rural areas more attractive for young people"?

Thank you very much and with pleasure! It was clear to me that the first thing I wanted to do was analyse statements from young people throughout Germany. That's why I carried out youth study analyses. The aim was to find out: what is particularly important to young people between the ages of 12 and 25 when planning their future? I then used the information gained from this to carry out a systematic literature analysis and focused on technological trends, rural areas and the wishes of young people. This is the short version, because a Master's thesis consists of many individual methodological steps that are probably not so exciting for our readers. But our MAp mantra also applies here: #StepByStep.

Now, of course, we are looking forward to the answer! What do young people in Germany want for their future? Or what do they expect?

Three aspects seem to be particularly important to young people in Germany when it comes to their future: Flexibility, social life and standard of living. All three aspects are related to both everyday private life and professional life. It can currently be observed that young people feel that they can mainly realise these ideas in a city or urban area. Unfortunately, young people are therefore considering rural communities less and less as a place to live.

An interim question Lisa Flora, why did you set your Master's thesis in Germany?

The topic affects many people, of course! But I find it particularly interesting in Germany because there have been active attempts since the 1990s to initiate a counter-movement to rural exodus. For example, attempts were made to create equal living conditions and opportunities for urban and rural areas with the so-called spatial planning programme. However, this has not been a great success. I found it exciting to find out how technology could be used to achieve these goals in the future.

However, the results can also be applied to comparable countries such as Austria.

Why was it important to you to research and better understand the dynamics of rural areas in an urbanised world? What significance does this topic have for society and, above all, for future developments?

In times when the focus is increasingly on urban centres, rural areas are increasingly being pushed into the background. We can see that this has led to a negative spiral in recent years: As population density decreases, the infrastructure network in rural areas tends to become "patchier". This in turn means that many rural communities are struggling with the decline in educational opportunities, catering facilities and the closure of doctors' offices and police stations. And this makes local people unhappy, which is why many see the solution as moving to the city.

For the future, I see it as crucial that this trend changes. Firstly, in terms of social cohesion, so that there is a balanced and fair society in which all citizens have access to the same resources, services and opportunities regardless of where they live. And secondly, to ensure a diverse economic structure and the preservation of cultural identities. But the list is long and varied!

To what extent do technological trends play a role in the development of rural communities?

In recent years, technological progress has had a major impact on our daily lives, whether in the countryside or in the city. We have integrated technology into our everyday lives to such an extent that it is hard to imagine life without the many opportunities it has created. Young people in particular are making completely new demands on their place of residence as a result.

However, as already mentioned, in many rural areas in Germany, the infrastructure - including the digital infrastructure - is not as good as in the city and it is therefore not possible to keep up with the urban offer.

In summary, this means that successful rural community development today consists of using technology not only as infrastructure, but also as a driver for social interaction, education and professional opportunities. By integrating technologies that reflect the individual wishes and dreams of future generations, rural communities can not only become more attractive, but also better tailored to the needs of the future.

Does the topic of sustainability also play a role in relation to your research results?

The topic of sustainability plays a crucial role in the context of rural areas and is of great importance for their long-term development. However, my research findings primarily emphasise the social aspect of sustainability. For young people, it seems to be particularly important for their personal future to live in a place that promotes social justice, strengthens the community and offers initiatives that improve quality of life. Always in the context of technological offerings and opportunities.

How can the findings of your master's thesis be put into practice? What are the top 5 concrete measures that can be taken to make rural areas more attractive to young people through technology?

What I like about my work is that I was able to identify concrete examples of implementation. Even simple measures can enhance rural areas for young people.

My top 5 recommendations for rural communities are:

1. Promotion of social infrastructure through technology:

Introducing digital platforms for information, announcements, voting and coordination of community activities and neighborhood assistance.

2. Improving mobility through technology-based solutions:

Introduction of coordinated mobility offers that can be controlled via an app. Combined ticket offers in particular increase attractiveness (combining car-sharing, buses, e-bikes, etc.). When planning digital routes, always offer barrier-free routes (suitable for wheelchairs, etc.) for comprehensive accessibility for all.

3. Creation of flexible working options and co-working spaces:

Provide creative workspaces (co-working spaces) to appeal to people with (increasingly common) flexible working models. Actively promoting rural areas as attractive places for "workation" also attracts young people.

4. Digital storytelling in places steeped in history:

Integrating technology to make stories and information accessible at historically significant places. The playful exchange of information generates interest among many young people. Use of QR codes to provide background information and emphasise the history of a place/street. (For example: Why is Jägergasse called what it is and what used to stand on such and such a street corner?)

5. Cross-generational technology accessibility:

Young people want to feel they can be happy where they live, even as they age. Therefore, creating inclusive technology solutions that are accessible to all age groups; providing technology courses, especially for older people, to improve their technological literacy. Introducing technology gradually and in consultation with the community for seamless integration.

Source: Lisa Flora Buchauer

Of course, our final MAp meets question should not be missing today: What makes a truly unique hotel experience for you personally?

For me personally, a truly unique hotel experience is above all a "certain gut feeling". If I have a positive feeling when I first enter the hotel, I know it's something special.

A unique hotel experience for me is therefore a place that creates an emotional connection. And for me, such an emotional connection is created, for example, by offering various local experiences or creatively displaying the hotel's history in corridors / on the website.

And I have to admit: I'm also happy about the classic little chocolate on the bed pillow - preferably locally produced ;-)