Beyond GDP, Regenerative Hospitality and Wellness Initiative
The Beyond GDP Regenerative Hospitality & Wellness Initiative works to inspire people, organizations and governments to think beyond using gross domestic product (GDP) as the sole reference for the health of national and global economies. These new trends demonstrate how the initiative is focused on a commitment to a regenerative economy, an investment in planetary health—and exploring the science behind achieving world happiness and wellbeing.
TREND 1: Shift from Sustainability to Regeneration
A need to prioritize not only the protection and preservation of the natural environment and local ecosystem but enhance them and to create a positive narrative and to stimulate new solutions is real. The turning point has happened where the planet has transformed in such a way that there is nothing to come back to, but the question is: what is the new equilibrium? There is a need for a new blend of human, social and natural sciences. New solutions leading to positive change will be born out of collaboration and cross pollination. We cannot continue working in silos. For example, the generation that is now 15 years old is shaping our future. How can we better integrate their perspectives into day-to-day work? That shift can only happen if we challenge the status quo and dare to envision a new paradigm (where purpose replaces profit) and the planet is taken into first consideration.
TREND 2: Inner Change for Regeneration
It’s a simple truth: selfcare Is a prerequisite for regeneration. If a person is not able to take care of oneself, it is impossible to take care of others and the planet. Three main factors can be considered as fundamental for self-leadership—motivation, knowledge and education (through lifelong learning). Alignment across these factors allows us to lead by example and guide companions to create cultural shifts. Regenerative hospitality and wellness can play a role in creating spaces for communities, allowing for time and transformational experiences that will cultivate healthy habits. It has a ripple effect starting with employees, then positively affecting clients and the community. Integrating solutions will empower the local ecosystem, in turn bringing a global shift and sustainable health to an individual as well as on a collective level.
Selfcare is also expressed through compassionate care and engagement for the collective. We can only regenerate our planet and society through radical collaboration.
TREND 3: Practice Makes Perfect
There are now multiple measurement tools available for organizations to choose and work with. From a holistic approach that the regenerative Index offers, evaluating the regenerative profile of the organization to a future focused model, such as the future index measurement tool.
For example, the B-Corps offers a measurement tool accessible to all and has a community that is continuously growing, with more than 6000 certified organizations. About 20 of these are hospitality companies.
There is no perfect approach. Instead of striving for the ideal, in order to ignite change, hospitality and wellness organizations need to start making an imperative business case. By measuring not only economic return but the climate impact, circularity, polluting impact, as well as impact on natural capital and human capital.
By measuring social impact, as well as decarbonization, water quality and choice of materials, we can start to create complimentary metrics for the triple bottom line. Also, the use of true cost accounting can help us to visualize the gap towards more regenerative practices.
TREND 4: Transformation Through Leadership
Compelling argument needs to be reinforced, telling a better story, creating alignment with all stakeholders. The talent of the future wants to work for an organization that uses business as a force for good and consumers are naturally gravitating to service providers that offer regenerative travel. This messaging needs to be clear, concise and aesthetically presented in both communication and service offerings in order to catalyze change, In time an osmosis effect will take place where other organizations will seek a transformation towards a regenerative approach. Without this competitive edge hospitality and wellness services will not be attractive.
As Einstein noted, we cannot solve our problems with the same thinking we did when we created them. Therefore, we need to think out of the box and lead from a new, holistic, caring, open and collaborative mindset paradigm. We are navigating through an important transition which requires committed and conscious leaders who acknowledge that we are part of a bigger picture and that everything and everyone is interconnected.
The Inner Development Goals can offer an additional source of inspiration on how to become a more regenerative leader.
TREND 5: Regenerative Hospitality & Wellness Spaces as Catalyzers for Change
Regenerative travel, hospitality and wellness experiences can be real agents for change. Offering authentic, immersive and transformative experiences that inspire new solutions open new frontiers and knowledge that has the power to transform organizations, communities and whole neighborhoods. Some key factors that need to be woven into regenerative hospitality and wellness offerings include developing concepts, products and services that integrate social innovation, cultural heritage, including the cocreation with the local community, raising awareness of local natural resources, and creating a strong social component to build communities. A new model of “4P´s” should be considered (the importance of people, product, planet and profit).
Businesses who adopt this mindset will be seen as showcases and prototypes that can not only inspire a new generation of travelers but also the entire industry. An emphasis should be on urban hospitality that has a larger market share compared to resorts and destinations, creating an association of regenerative hospitality benchmarks.