Blue Hospitality is a strategic vision to reposition the hotel and restaurant sector on contemporary values. The idea is inspired by the concept of "Blue Economies" developed by Gunter Pauli (2010) and by "Blue Ocean strategy" theorised by Kim and Mauborgne (2015). The two theories aim to find new ideas, new major markets where leading old and new customers, respecting the sustainability of the ecosystem by dissociating from an unproductive competition that continues to carve up a stagnant market.
So far, the hospitality approach to sustainability is highly misleading, interpreted as a complementary matter linked only to the environment and fully dissociated from corporate strategies and ordinary operations. Hotel management addresses sustainability as a problem, a cost, and not a possibility of competitive advantage, market diversification, or economic and organisational development, precluding growth opportunities in the medium and long term. Furthermore, it appears to lack the inclusion and commitment of primary actors, employees, and customers, inhibiting a successful sustainable metamorphosis.
