Sustainability is Shaping Colombia’s Hospitality Sector

Art by Mary Maka

Expert Insights on Sustainability Strategies for Hotels and Investors

Sustainability has become a crucial component in the hospitality industry, particularly in Colombia, a country renowned for its diverse ecosystems and cultural richness. With growing interest in ecotourism and sustainable practices, stakeholders in the hospitality sector face both opportunities and challenges in adapting to this global trend. 

Federico Murragarra, a seasoned Sustainable Tourism Consultant, shares his insights on sustainability in Colombia’s hospitality industry during this exclusive interview with Insights Hospitality.

Insight Hospitality: Federico, thank you for joining us. Could you start by telling us about your role and experience and your work in sustainable tourism?

Federico Murragarra: Thank you for having me. I’ve spent over 12 years designing and supporting sustainable tourism projects, particularly in Colombia and Peru. My work spans tourism, natural resource management, and connecting local businesses to sustainable practices. In Colombia, I contributed to an 8-year project for Swisscontact— a non-profit organisation that promotes sustainable development in emerging and developing countries. 

Insight Hospitality: You mentioned sustainable tourism. How do you define it, and how does it connect to the hospitality sector?

Federico Murrugarra: Sustainability is at the core of what we do, though we don’t always label it as such for marketing purposes. Sustainable tourism inherently integrates environmental, social, and economic practices. In the hospitality sector, we often work with hotels and lodges within a destination-based approach. Hotels and communities are critical stakeholders because they are deeply tied to the destination’s success. We focus on interweaving local communities into the hotel experience, encouraging local sourcing of goods to support communities and strengthen the hotel's reputation, enhancing its appeal in the eyes of guests. 

Insight Hospitality: Can you provide examples of sustainability practices in hospitality that you’ve worked on?

Federico Murragarra: Certainly. One example is encouraging hotels to source products like bananas, cheese, or fish from local producers. While this benefits local economies, it requires addressing challenges like consistent quality and supply. We’ve also supported projects that help local farmers form cooperatives to meet the demands of hotels reliably. Another key area is reducing energy and water consumption by upgrading infrastructure and adopting sustainable practices. For instance, hotels can save significantly on energy costs by investing in efficient systems, which also benefit the environment.

Insight Hospitality: What are the benefits for hotels that adopt these practices?

Federico Murragarra: There are several benefits. First, buying locally can reduce costs and foster better relationships with surrounding communities. Hotels that support local producers and businesses gain goodwill, which is vital for long-term success. Second, adopting sustainable practices can improve a hotel’s market appeal. Guests increasingly look for eco-friendly options and are willing to pay a premium for authentic experiences. Finally, in the medium to long term, sustainability can lead to cost savings, such as reduced energy and water bills, even if the initial investment is higher.

Insight Hospitality: Is there evidence that sustainability attracts more guests?

Federico Murragarra: Yes, but it’s a complex issue that can't be easily simplified. Studies show a significant number of travelers express interest in sustainable options. However, there’s often a gap between interest and action, with fewer travelers actually booking eco-friendly accommodations. This gap can be due to available options not meeting expectations in areas such as quality amenities, design, or service. Hotels need to present these options in a way that aligns with guest preferences and expectations.

Insight Hospitality: What role do experiences play in sustainable tourism?

Federico Murragarra: Experiences are crucial. Hotels are evolving from merely providing lodging to creating memorable, destination-focused experiences. For example, in the Amazon, some hotels offer guests activities like guided nature trails, workshops with local artisans, or community-based events. These experiences not only enhance guest satisfaction but also generate additional income for local communities and the hotel itself. 

Insight Hospitality: What advice would you give to hotels looking to integrate sustainability into their operations?

Federico Murragarra: Start by understanding your target market. Even if sustainability isn’t their primary concern, integrating sustainable practices can set your hotel apart. Focus on tangible changes, like sourcing local products, incorporating renewable energy, or being strategic about waste. For example, zero-waste cocktails are gaining traction in the culinary world, adding both sustainability and creativity to the guest experience. It’s also important to communicate these efforts effectively to your guests and stakeholders, to make sustainability engaging and accessible rather than overwhelming them with lengthy explanations or criteria.

Insight Hospitality: Do you see sustainability becoming a standard requirement in hospitality?

Federico Murragarra: Absolutely, especially for larger corporations and international chains. Many global companies now require sustainability certifications from their suppliers and partners, including hotels. This trend is growing as corporate clients prioritise environmental and social responsibility as part of their core values and as a promise to their clients. As global giants, they must minimise their impact, and many are reducing their carbon footprint in multiple areas, including where their staff stay during corporate trips. 

Insight Hospitality: Finally, what is your vision for sustainable hospitality in Colombia?

Federico Murragarra: I envision a network of hotels and businesses committed to sustainability, not just as a marketing tool but as a fundamental value.’ For hoteliers, this isn’t just an idealistic vision, it’s a profitable and strategic one.

Federico Murragarra’s insights highlight the critical importance of sustainability in Colombia’s hospitality industry. From fostering community relations to adopting sustainable practices that reduce costs and attract eco-conscious travelers, there are many benefits to consider. However, achieving widespread adoption requires collaboration between businesses, communities, and policymakers. As Colombia continues to develop its ecotourism potential, sustainable hospitality will undoubtedly play a pivotal role in shaping its future.

Four Seasons Hotel Casa Medina Bogota

Art by Melyssa Pacheco

Four Seasons Hotel Casa Medina Bogota - The hotel's signature restaurant, Castanyoles, offers Mediterranean cuisine in a vibrant setting adorned with Spanish tiles and lush greenery.

Sustainable Food and Beverage

• Responsibly sourced seafood available

• Local, sustainable and seasonal menu items available

• Organic waste diversion program in place

Spectacled Bear, Chingaza National Park, Colombia - Colombia is home to the largest population of spectacled bears in the Northern Andes.

Community & Biodiversity and conservation

• Guests can engage in educational tours at local, natural, cultural, historical or heritage sites to learn more about the local community through our Concierge, including visiting Chingaza National Natural Park

• Local artists and artisans featured throughout our Hotel, including painters, sculptors and live musical performers

Odontoglossum: Colombia is home to 4,200 species of orchids, the highest number in the world. 1,500 are found only in Colombia.

Environmental programs

• Have acquired “Colombian Environmental Stamp” granted by the Ministry of Environment and Sustainable Development in recognition of our commitment to sustainability

• Local biodiversity support program in place, including control of illicit trafficking of flora and fauna.

INSIGHTS : How Hoteliers Can Take Action

• Understand Your Target Market – Even if sustainability isn’t a primary concern for guests, integrating it strategically can enhance your hotel’s appeal.

• Prioritise Local Sourcing – Partnering with local farmers and producers strengthens the economy, improves supply chains, and enriches the guest experience.

• Invest in Sustainable Infrastructure – Upgrading energy and water systems can lead to long-term cost savings while reducing environmental impact.

• Make Sustainability Engaging – Practical and creative initiatives, such as zero-waste cocktails, can make sustainability an integral and attractive part of the guest experience.

• Communicate Sustainability Effectively – Instead of overwhelming guests with technical details, hotels should present sustainability in an accessible and compelling way.

• Align with Corporate Travel Policies – As global companies demand sustainability commitments from their hospitality partners, hotels that meet these expectations will have a competitive advantage.

• Embrace Sustainability as a Business Strategy – Beyond being an ethical choice, sustainability is a long-term investment that improves market positioning and profitability.

• Foster Industry Collaboration – Hotels, businesses, and policymakers must work together to create a sustainable tourism ecosystem that benefits all stakeholders.

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At Insight Hospitality, we collaborate with hotels and restaurants from strategy and concept to design, finance, and operations. If you’d like to explore how we can support your business, get in touch with us below.