On the sustainability front, the global hotel industry has largely taken an evolutionary approach: measured technological, organization and social innovations and gradual improvement of products, processes and strategies to deal with environmental, social and economic challenges. Data on industry emissions [1, 2] suggest that this approach has been largely insufficient in light of required decarbonization. However, a turning point has been reached with a growing number of prominent hospitality players demonstrating commitments, ramping up efforts and fostering greater collaboration across the supply and value chain with climate neutrality as the overriding goal. This is equally about safeguarding the license to operate as it is about seizing product and market opportunities. Beyond net zero, there are calls for the hospitality sector to harness its 'regenerative' potential by supporting communities and restoring ecosystems where it operates - whether that is in remote places or urban centres. We may be experiencing more transformational changes in the way we understand, conduct, manage and market hospitality but the path is filled with roadblocks and obstacles.