More than a certificate
Being green isn’t a box we tick. It’s not a plaque on the wall or a logo in the footer. For us, it’s a philosophy — a way of thinking about every decision we make, from how we design a building to how we source materials, employ staff, and engage guests.
Most sustainability conversations in hospitality start and end with reduce, reuse, recycle. We respect that, but we’re aiming higher. As an aspiring B-Corp, we’ve set ourselves a more ambitious standard: regenerative hospitality — not just doing less harm, but actively making things better.
What regenerative hospitality means
The difference between sustainable and regenerative is the difference between minimising damage and creating genuine value — for the land, the local community, and future generations.
At our first project, near Iceland’s Glymur waterfall, that means:
- Restoring native nature — planting trees and protecting the existing birch forest by fencing it off from roaming sheep that have long prevented its recovery.
- Improving public access — co-funding safer trails to the Glymur waterfall, one of Iceland’s most visited natural landmarks.
- Sharing knowledge — educating guests about the history, culture, and ecology of the area, turning a visit into a deeper connection.
- Investing in people — providing affordable, quality housing for staff, and creating real career development opportunities.
Our goal is simple: demonstrate that a responsible hospitality operation can have a negligible negative impact on its environment — and a meaningful positive one.
The Market Is Telling Us Something
This isn’t just an ethical stance. The numbers are clear.
Traveler attitudes have shifted dramatically. 84% of global travelers say sustainability is important when planning a trip, and 93% say they want to make more sustainable choices — and increasingly, they’re acting on it. 1 The share of travelers actively seeking sustainable accommodation has climbed from 62% in 2016 to around 81% today. 1
And this translates directly into revenue. Travelers are willing to pay 12–20% more for accommodations they trust to be environmentally responsible. 1 Eco-certified hotels report up to 28% higher booking rates compared to non-certified competitors. 1
Broad “green” marketing claims no longer cut it. Today’s guests are informed and discerning — they want to know specifically how their choice of accommodation makes a difference. That’s why we back every commitment with action, certification, and transparency.
The financial case for going green
The link between genuine sustainability and financial performance is well established. NYU Stern’s Center for Sustainable Business has found positive correlations between strong ESG performance and operational efficiencies, stock performance, and a lower cost of capital. 2 Global ESG assets surpassed $41 trillion in 2022 and are expected to exceed $50 trillion — a clear signal that institutional capital is moving toward businesses that take these commitments seriously. 3
For us, the logic is straightforward: a genuine sustainability commitment drives pricing power, higher occupancy, stronger guest loyalty, and preferential access to impact-aligned capital. It’s not a trade-off between doing good and performing well — it’s the same thing.
Our commitment
At Hugarró, sustainability is built into our model from the ground up — not retrofitted. Our properties are small by design (a maximum of 32 rooms and 31 intimate free-standing cabins, all merged into the natural landscape, built using biobased and recyclable materials, powered by renewable energy, and certified to internationally recognised standards including GreenKey, EarthCheck, BREEAM, and LEED Gold. We also aim for Global Ecosphere Retreat (GER) certification from The Long Run, which is among the most rigorous sustainability benchmarks in travel.
We’re not perfect — no operation is. But we believe that honest effort, measurable outcomes, and genuine transparency are what build lasting trust with guests, communities, and investors alike.
Being green isn’t our marketing strategy. It’s how we run the business.