The luxury hospitality industry is experiencing a paradigm shift. Younger generations, particularly Millennials and Generation Z, are driving demand for more meaningful, purpose-driven travel experiences that not only cater to their personal well-being but also contribute to the restoration of the planet and the empowerment of local communities. Now, luxury is no longer defined by material excess but by holistic experiences that contribute to both personal and global well-being. The rise of regenerative hotels—a philosophy that goes beyond sustainability to actively rejuvenate ecosystems and empower communities— has taken hold of the luxury hotel sector. For luxury hotels to remain relevant, they must now align with these changing expectations by not just reducing negative impact, but by restoring and regenerating the places they operate in.
In this article we review and compare two well known certification programs: Green Globe and Regenera Luxury certifications. Both focus on reshaping the luxury hospitality industry to meet the demands of an increasingly conscious clientele, but they do so in markedly different ways. This article explores the key differences between these two excellent certifications, their approach to luxury, and their alignment with the evolving desires of modern luxury travelers, particularly younger generations who are pushing the industry towards greater environmental and social responsibility. We’ll also examine real-world examples of regenerative luxury hotels and offer a comparative analysis of how Green Globe and Regenera Luxury approach certification, sustainability, and regeneration.
Demand for luxury tourism and hospitality is expected to grow faster than for any other industry segment. This growth is being powered in part by a sharp rise in the number of individuals globally with net worths between $1 million and $30 million. McKinsey explains that it’s also resulting from a large and expanding base of luxury travelers with net worths between $100,000 and $1 million, many of whom are young, Millenials and GenZ. And they are the base of the growth and future of the luxury hospitality demand curve.
The luxury travel market has undergone significant transformation, driven by the rising influence of Millennials and Generation Z. Unlike previous generations, these travelers prioritize experiences that contribute to both personal well-being and a positive global impact. According to Virtuoso, 70% of luxury travelers actively seek out hotels that demonstrate environmental and social responsibility, and 62% of younger generations are inclined to support brands with strong environmental and social commitments.This shift in priorities has led to an evolution in how luxury is defined. In the past, luxury meant indulgence, excess, and exclusivity. Today, it is increasingly about purpose, regeneration, and balance. Guests now expect luxury hotels to provide not only premium services but also meaningful experiences that contribute to the health of both the planet and local communities. This shift is reflected in the certifications that hotels pursue, which increasingly emphasize sustainability and regeneration as central pillars of their brand promise.
Green Globe Certification, established in 1993, has been a leader in the hospitality industry’s sustainability movement. With its long-standing reputation and extensive reach, Green Globe offers a comprehensive certification system designed to ensure that tourism businesses, including luxury hotels, minimize their environmental impact while contributing to local communities.
A Green Globe-certified hotel, Banyan Tree Mayakoba in Mexico, has incorporated sustainability into every aspect of its operations. The resort says that ir sources 90% of its building materials locally, recycles 80% of its waste, and runs community programs that promote the protection of Mayan cultural heritage.
In contrast to Green Globe’s sustainability focus, Regenera Luxury Certification is built on the foundation of regeneration—a philosophy that aims to leave places better than they were found. While sustainability seeks to limit harm, regeneration seeks to restore, rejuvenate, and enhance both the environment and the well-being of local communities. Regenera Luxury Certification represents the cutting edge of luxury hospitality, appealing to guests who expect a higher standard of positive impact.
The luxury hospitality market is evolving to cater to the growing demand for experiences that combine luxury, sustainability, and well-being. According to the Global Wellness Institute, the wellness tourism market is expected to grow by 20.9% annually, reaching $1.2 trillion by 2027. Similarly, a report by Sustainable Travel International found that 88% of Millennials prefer to stay at eco-friendly accommodations, and 44% of Generation Z are already willing to pay a premium for hotels that demonstrate a positive impact on the environment and society.
Luxury is no longer defined by material excess but by purpose-driven experiences that contribute to both personal and global well-being. Anna Pollock, founder of Conscious Travel, succinctly puts it: “The future of luxury hospitality lies in regenerative practices. We need to stop thinking about minimizing impact and start thinking about how we can restore ecosystems and build stronger communities.”
Asa Wright Nature Centre
Soneva Fushi, Maldives
Tierra Atacama, Chile
Borneo Rainforest Lodge
Criteria | Green Globe Certification | Regenera Luxury Certification |
---|---|---|
Approach | Sustainability: Focus on reducing negative impacts | Regeneration: Focus on improving ecosystems and communities |
Global reach | Present in 70+ countries across various hotel sizes and types | Present in 14 countries (Caribbean, Europe, SEA) across various hotel sizes and types |
Environmental focus | Energy, water, waste, and carbon footprint reduction | Ecosystem restoration and biodiversity conservation |
Cultural and heritage protection | Encourages local culture protection and traditions | Strong focus on cultural integration and community empowerment |
Community involvement | Encouraged through local engagement | Deep integration with community projects and collaborations |
Wellness Focus | Primarily environmental sustainability | Holistic wellness, including emotional, mental and physical well-being |
Auditing frequency | Annual third-party audits | Third-party audits for the first 2 years, then every 3 years |
Market segments | Broad, including all hotel sizes and types | Focused on luxury boutique hotels, wellness retreats, holistic centers |
Luxury market alignment | Supports sustainability trends | Aligns with growing global demand for regeneration in luxury travel |
Fees | Micro 0-19 rooms: US $825 Small 20-59 rooms: US $1,595 Medium 60-99 rooms:US$2,750 Large: 100-249 rooms:US $4,180 Very Large: +250 rooms US $5,500 | Micro (0-9): US $900 Small (10-49 rooms): US $1.850 Medium (50-99 rooms): US $2,750 Large (100-249 rooms): US $3,990 Very large (>250 rooms): US $5,150 |
Conclusion
The luxury hospitality industry is experiencing a paradigm shift. Younger generations, particularly Millennials and Generation Z, are driving demand for more meaningful, purpose-driven travel experiences that not only cater to their personal well-being but also contribute to the restoration of the planet and the empowerment of local communities. Green Globe and Regenera Luxury certifications represent two distinct approaches to addressing this demand.
Regenera Luxury certification is gaining traction as a valuable alternative to Green Globe taking its solutions beyond sustainability.
While Green Globe offers a comprehensive sustainability framework, Regenera Luxury takes the concept further by emphasizing holistic regeneration.As luxury travelers continue to prioritize experiences that leave a positive legacy, it’s clear that regenerative practices are the future of the industry. For hotels and retreats that embrace this philosophy, the rewards are immense—both in terms of guest loyalty and long-term sustainability. Properties that align with the regenerative model stand to gain a competitive edge in an ever-evolving market that values impact over excess, well-being over opulence, and community over isolation.