We use the B Corp impact assessment lens across governance, workers, community, environment and customers – because impact should be clear, comparable and grounded in evidence.

The 2025 edition shares our progress across four key dimensions:

• People – from our core team to the communities we serve
• Planet – from low-impact decisions to long-term shifts
• Profit – not as the goal, but as the enabler for good
• Purpose – the reason we do what we do, and the compass that keeps us on track

And how are we doing that? By living our value of Positivity (yes, we do like our Ps 😊) – because Positivity is the energy and attitude that drives everything we do.

• Our focus areas and key milestones from 2025
• What moved the needle, and what did not
• The learnings we are taking forward into 2026
• Our next priorities – with clarity on what is next

We also share where we missed the mark, what surprised us and why we stay fiercely optimistic. Because one thing is certain: there’s no going back. Only #onwards. ☻ 

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.

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

Dear Jonas, thank you for your time! First, can you tell us more about Royfort and what “perfect sleep and wellness” means to you?

Thanks for having me! Perfect sleep and wellness for me means, to feel welcome, a feeling of being refreshed and energised, ready to tackle the day ahead. The well-being and sleeping experience in hotels are one of the main reasons behind how hotel guests rate their stay. And with Royfort, we are truly committed to providing an exclusive well-being since our products are sustainably produced and you can feel the superior quality.

When was the decision made that Royfort act in a sustainable way? And what was the main driver behind it?

Sustainability was actually the core reason why Royfort was founded in 2017. Next to sustainable fabrics, our two founders, Gregor Gmür (Switzerland) and Valentin Brandstetter (Austria) also focus on environmentally-friendly supply chain processes. By the way Royfort, as a company, is GOTS certified. This means our whole production processes are checked on social and ecological criteria.

As you look back at the hotels you’ve worked with and how you’ve supported them on their journeys to becoming more sustainable: What has been your biggest learning so far?

Hotels really have the chance to differentiate themselves from competitors by creating experiences for their guests. Imagine the feeling of a fluffy bathrobe after your spa experience. You want to wear a fabric where you can feel the quality and you know it was made from a sustainable company! Hotel guests are more and more conscious about this topic and want to know what they eat or where they sleep. If hotels are using sustainably produced products, they can proudly communicate this online and offline.

For every hotel, it is important that their guests have a good night’s rest. What are your top three recommendations for hoteliers to make sure that their guests get a “perfect sleep” - and do so in a sustainable way?

A quiet sleep environment is essential, the hotel room should be rather dark, and the temperature should be chilly. In combination with superior bedding (mattress, duvets/ pillows, bed linen), hotel guests will have a great sleep! Additionally, I would avoid any kind of chemicals and only use natural fabrics.

At MAp we are specialised in supporting independent hoteliers in becoming more innovative and sustainable, also through crafting unique hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

The hospitality industry is increasingly recognising the importance of sustainability and taking measures to reduce its environmental impact. This is strongly driven by hotel guests! As travellers become more environmentally conscious, sustainability will continue to be a significant factor in guests' decision-making and rating the hotel after their stay.

I predict it will even become a hygiene factor. Do you have any recommendations for independent and boutique hoteliers on how they can start and / or advance their sustainability journey?

I am certain hoteliers know their business better than anyone else. I don’t think it’s a lack of ideas or recommendations but instead priority setting. The transition towards a sustainable hotel future is happening. We at Royfort want to support hotels on their journey, not only by creating sustainable products but by creating fantastic guest-well-being experiences!

What’s your biggest wish for the future? On a professional level, I’d love to support as many hotels as possible on their way to building meaningful relationships with guests through sustainability and experiences!

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally? For me, it all boils down to passion and about being a great host! The hotel needs to really care about me and my well-being! Exceptional service, attention to detail, excellent facilities and a unique guest experience will follow seamlessly.

Dear Kenia, thank you for your time and this joint MAp meets. At the beginning of our conversation, could you give us an insight into what hejhej has to offer today - after all, closed-loop yoga mats aren’t anymore the only hejhej products.

Thank you very much for inviting us to take part in this interview. As you say, the first closed-loop hejhej-mat is not our only product. Quite quickly we designed a yoga mat bag, the hejhej-bag. Then we gradually added other yoga equipment such as a yoga belt, yoga bolster, yoga block, meditation cushion, eye pillow and spray. All these products are completely developed in the spirit of the circular economy. Our take-back system also applies to all products. Our goal is to provide a way for you to make your yoga practice as sustainable as possible. A short documentary of our hejhej-bolsters shows very nicely how consciously we design our product development.

Health and well-being is an important part of your sustainability philosophy. You pass this on to your partner hotels with whom you successfully cooperate. What are the most important elements of this philosophy that hotels can implement in the area of health promotion?

We really appreciate the great cooperation with our partner hotels. In the meantime, we have a super nice and diverse selection, whereby we work out and establish an individual cooperation with each hotel. Health promotion does not have to be complicated. A movement or yoga programme in the hotel is already an easy-to-implement method for a hotel to do something for preventive health promotion. The good thing is that you don't need much for yoga. The most important thing is a good yoga mat and of course other tools are practical. It is also important to mention that a nice yoga set-up in the hotel motivates the guests to move. So by offering yoga equipment in the rooms or for rent in your hotel, you motivate people to do more for their health and well-being.

Yoga has become a central theme and offer for many hotels. What tips can you give hoteliers to create a yoga offer for guests that stands out from the competition, offers added value for guests and is sustainable?

We also notice how widespread yoga has become in hotel concepts and love it. Especially on holiday, it's a nice way to use free time to try yoga or deepen your own practice. High-quality yoga equipment is a unique selling point for a hotel. To offer yoga, it's great to have a yoga room and your own yoga teacher - but you don't necessarily need one. For example, we have a cooperation with a partner hotel that has bought many yoga mats for their flats from hejhej. Each yoga mat has a co-branded label with both brand names woven into it in a high-quality way. Next to the hejhej-mats, QR codes are displayed in the flats that link to a video playlist from us. In cooperation with the hotel, we have recorded yoga videos on their premises. Guests can practice yoga on the high-quality yoga mats directly in their room, whether beginner or advanced, there is something for everyone. Our yoga videos on Youtube range from Vinyasa, Yin, Pranayama, Katonah Yoga to accessible yoga and yoga for the blind. Our goal here is to make the yoga world more inclusive. Your hotel can easily share this offer and provide it to guests.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

At hejhej we have a statement that has always accompanied our product development: small things matter. By this we mean that even the smallest detail matters. For example, we also think about the zip and sewing thread in our products and find the most sustainable solution on the market for everything.

It's similar for me with hotel experiences. I often notice exactly those little things. That's when I notice whether the hotel is really interested in sustainability or just wants to improve its image. Whether the interior, the care products or the food have really been thought about and whether there is a conscious focus on regionality and longevity. That's exactly what makes a lasting impression on me in a hotel experience.

About hejhej:

hejhej is the first closed-loop yoga brand on the market. It is based in Nuremberg, Germany. With the hejhej-mat, it has taken a decisive step towards making the yoga world more sustainable and circular. Find out more at www.hejhej-mats.com or on Instagram at @hejhej_mats.

Dear Martin, thank you for your time! First of all, can you tell us more about Guestnet? What’s your Purpose and what problem did you set out to solve with your innovative system?

Martin: Guestnet is a 'Guest Experience Platform' with which we digitise the entire guest journey. Our goal is to support hosts in digital guest communication and thereby strengthen the relationship with their guests. Informed and satisfied guests, optimised digital processes and additional in-house revenues through a web app that can be easily accessed by the guest in the personalised CI of the accommodation.

We have recently partnered to promote our joint effort in making the hospitality industry more sustainable and innovative. At Guestnet, what’s your approach to sustainability? And how do you support your clients on their sustainability journey through your software solution?

Martin: We see sustainability as an integral part of our business. Through digital communication, we significantly reduce paper consumption in accommodations. In addition, guests are well informed about sustainability initiatives of the accommodation and also involved, so that with the very popular function "cancel room cleaning", a small, visible contribution can be made and accommodations are relieved at the same time.

As you look back at the hotels you’ve worked with and how you’ve supported them on their journeys to becoming more sustainable: What has been your biggest learning so far?

Martin: One of the most important findings was that sustainability and profitability can go hand-in-hand. In addition to the immediately visible consequences of drastically reducing paper consumption through digital communication, hotels were able to greatly reduce the workload on staff by canceling room cleaning. On the one hand, this leads to lower costs and an improvement in operational processes, but also results in positive reviews from guests after their stay.

For every hotel it is important that their guests are well-informed and taken care of. What are your top three recommendations for hoteliers to make sure that their guests have all the information and support needed to ensure the best experience?

Martin: A very good question and I would like to answer it with the following three key points:

- Visibility: create visibility for your information by integrating it into the check-in process so guests can receive and view it before they arrive. Actively point out digital guest folders and other information sources at check-in. Further increase content visibility by placing QR codes in relevant locations to provide guests with easy access to information.

- Information: Make sure to bundle the most frequently asked guest inquiries and integrate them into a digital guest folder. This way, recurring questions can already be answered digitally and the reception desk can be relieved.

- Action: digital channels enable active marketing - use push notifications to point out spa treatment offers of the day or sell products via your in-house store. Guests can request services, buy products or place room service orders. The digital channel thus becomes a very relevant channel for in-house sales - fully automated and with all digital possibilities.

At MAp we are specialised in supporting independent hoteliers to become more innovative and sustainable, also through crafting unique hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Martin: Sustainability is an increasingly important topic in the hotel industry. Hotels are increasingly focusing on environmentally-friendly practices such as energy and water conservation as well as social responsibility. Sustainable hotel concepts are becoming more popular as guests seek authentic experiences. The industry will continue to focus on innovative solutions to achieve sustainability goals. Overall, I expect sustainability to become the standard and the industry to evolve.

Do you have any recommendations for independent or boutique hoteliers on how they can start and / or advance their sustainability journeys?

Martin: Hotels can drive their sustainability journey by reviewing their current practices and identifying areas for improvement. Developing a sustainability plan with clear goals and strategies is important for this. From my perspective, communication internally and externally is a critical factor. Internally, it enables all employees to support and actively communicate the measures. Externally, it ensures that guests can be informed and involved.

What’s your biggest wish for the future?

Martin: My wish is to help even more hosts with their digital guest communication in order to relieve their employees and have more resources available for a unique guest experience. At the same time, we want to use technology to promote more sustainable tourism, where everyone has an awareness of sustainability and thus makes a small contribution to a more sustainable future. Our goal is to be the leading technological platform for this transformation and to accompany many hosts on this journey.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Martin: Attention to detail and unobtrusive service make my hotel stay a real experience. On my city trips, I specifically look for boutique hotels with modern design in lively neighborhoods. I am always on the lookout for local wine bars and restaurants to discover the authentic culinary diversity of the city.

About Guestnet - Guest Experience Platform

Guestnet digitises the entire guest journey during the stay. In addition to the digital concierge on the guest's device, TV (Infoscreens & Room TV), print (morning mail, daily menu, weekly programme,...) and widgets (integration into website and correspondence systems) complete the multi-channel approach to provide the guest with all information. Result: Informed and satisfied guests, employee relief through optimised digital processes and increase of in-house revenues by advertising internal services. The leading hosts in DACH + South Tyrol successfully digitalise guest communication with Guestnet.

Dear Franziska, thank you for your time! First of all, can you tell us more about you and what inspired you to found Good Travel?

Franziska: First of all, of course, being a passionate traveller myself. I love travelling, discovering new places and getting inspiration from these. And as it happens, normally you spend a lot of time looking for the right accommodation – often without the desired result. And when you’ve actually found a really great accommodation, you wonder why there are not more of them, or where you can find them. Especially in German-speaking countries, we have seen a big gap in this area. So this led us, my partner Judith and me, to the decision to start Good Travel…

How did your own sustainability journey start? And what has been your biggest learning so far?

Franziska: I think it started with having my kids or maybe even before that. We live in Berlin so there was already a community that was engaged in sustainability way before it became mainstream. And of course, becoming a mother myself, even enhanced my desire to live more sustainably - in every aspect. And I’d say my biggest learning so far has been that it is always the person that makes the difference. Every one of us can have an impact - far bigger than the actual “doing”, but by being a role model and inspiring others.

You know, Franziska, that we truly love your approach: “Good places for Good people.” Can you tell us more about what makes a place a good one for you?

Franziska: This ties into my previous answer: I truly believe that people make the difference. And "Good Places for Good People" includes the idea that both our hosts and Good Travellers share a value system and appreciate each other’s commitment.

At MAp we are specialised in supporting independent hoteliers to become more innovative and sustainable, also through crafting unique hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Franziska: I think that sustainability will become the new standard in the hospitality industry. Alone the costs will be reason enough for many to think about green energy and similar. With this, the greenwashing practices will become more common as well. And this will be a challenge for us travellers: how to differentiate between good marketing and real commitment? In a lot of cases, this will be only visible when being a guest.

Do you have any recommendations for independent or boutique hoteliers on how they can start and / or advance their sustainability journeys?

Franziska: For me, authenticity is the key. So a hotelier should always start with measures that are heartfelt concerns. For example, starting to grow their own vegetables, including locals in activities for hotel guests, reducing costs by getting solar panels for the pool heating, etc.  

What’s your biggest wish for the future?

Franziska: That travelling does not become a privilege for rich people only. Travelling, seeing other countries, getting to know other cultures, is always horizon-expanding. I really hope that our kids won't have to travel virtually only.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Franziska: Sleeping well, eating well, a peaceful view and a host that makes me feel welcome :-)

About Good Travel

Good Travel was founded in January 2016 by Franziska Diallo and Judith Hehl in Berlin to address the growing demand for environmentally- and socially-responsible vacations and to fill this gap in the market with a hand-picked selection of sustainable accommodation.

Good Travel's unique selling proposition is that sustainability does not have to mean doing without and that style and enjoyment should not be neglected. With Good Travel, they want to raise awareness for sustainable tourism. They want to make sustainable destinations more attractive. The more people develop an awareness of sustainable practices in vacation accommodations and then demand them, the more willing the industry will be to implement sustainable practices.

From old farms to cottages and design hotels to tiny houses, tree houses and yurts, Good Travel presents a colourful selection of sustainable vacation destinations in a variety of price segments. The journey already begins with the search - through pictures and descriptions that invite you to dream and plan. They see themselves as impulse givers: They inform and inspire both on the offer and demand side. They want to show the hosts that a sustainable positioning in the tourism industry brings a decisive competitive advantage. For them, sustainable travel is the new, contemporary travel.

On their blog, which they completely redesigned this summer, they also write about general sustainability topics in addition to sustainable travel. Because for them, sustainability is a matter that affects all areas of life. They want to inspire you to make your everyday life more sustainable.

Dear Pavlina, it is so great to talk to you – a real expert in the field of circular economy. First of all, could you let our readers know how you started on your own sustainability journey? What has been your biggest learning so far?

Pavlina: Dear MAp team, thanks for the invitation – it’s a pleasure to be here. I started my journey learning about nature and wildlife from my mother, who was also a scientist. I have always been fascinated by living systems, and thus decided to study environmental sciences. I guess back then I imagined working in conservation, but later I realised the results from classical academic work are not tangible in the short-term, and thus decided to “get my hands dirty”, built a company myself and am supporting others on their sustainability journeys now. My biggest learning is to be true and opportunistic and follow my beliefs. No one would guess 10 years ago that today I would be codesigning products.

Please tell us: what is a circular economy? What are its core principles as well as some helpful examples?

Pavlina: There are many definitions for the circular economy, but I guess the most understandable is - this is a framework that designs out waste and keeps products and materials in use for as long as possible.

At MAp we are specialised in crafting sustainable hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?

Pavlina: I feel that there is a movement around the topic of sustainability in every industry – customers are becoming more aware and are demanding solutions. The tourism industry and hospitality industry are also affected by the changing climate and social inequalities worldwide, and therefore hotel owners are looking for solutions in the space. Unfortunately, many of the solutions are still only marketing driven and not really tackling the root cause of the problems. I believe in the future, customers will become even more attuned and will be able to differentiate between green wishing and -washing and true sustainability, and those doing it only for marketing purposes will lose their popularity.

Do you have any recommendations for boutique hoteliers on how they can start and / or advance their sustainability journeys?

Pavlina: Start as soon as possible – you still have a competitive advantage as a first mover. Sustainability is here to stay and will be soon the new normal, and today’s niche market will take over conventional hospitality. It is an ongoing journey – be brave and improve constantly.

When we started working on The Sustainable Hotel, we were surprised to learn how many people still hold misconceptions about sustainability, e.g. that sustainability is expensive, complicated, only about the Planet, etc. What are the most common misconceptions you encounter while working with business owners?

Pavlina: The classical one – circular economy is just recycling. Another one that makes me laugh – this is not going to work, because it doesn’t work today.

What’s your biggest wish for the future?

Pavlina: That businesses shift from doing less (or no) harm to doing good for nature and society – the so-called regenerative economy.

As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?

Pavlina: Personal attitude and of course visible sustainability efforts!