ABSTRACT
The current literature provides abundant information about the growing importance of sustainability in business. Companies in almost every industry, from the food industry to construction, and including petroleum, carmakers, hotels, etc., have jumped on the sustainability bandwagon. However, even if executives and shareholders recognize the importance of sustainability, the challenge lies in how to integrate and implement it successfully in for-profit organizations. In this chapter, we will present the case of Sextantio, a for-profit company dedicated to hospitality—with two hotels running and several other projects in development—which is a pioneer in the field of sustainability applied to hospitality. The company focuses on the reclamation of abandoned areas to create hotels that, apart from being profitable, are also a way to recover marginal areas, and, in general terms, to push the local economy. This chapter is a case study. Considering the emphasis placed on sustainability and business, this case can have some practical implications in the field of sustainable hospitality.
