An Open Letter to Leaders and Colleagues in the Hospitality Industry

To My Fellow Industry Colleagues,

In recent months, we have witnessed the Earth cry out in ways that can no longer be ignored. From the floods in Nepal that swept through entire villages, to the wildfires across Europe, to the devastation wrought by Hurricane Helene, and now the looming threat of massive Hurricane Milton barreling towards our shores — these are not isolated events. These disasters serve as urgent and unequivocal reminders that our planet is under siege, and the consequences of our inaction are becoming more severe and more frequent. Nature is sending us a message. The question is, will we listen? Will we rise to meet this moment with the courage and responsibility it demands?

There comes a time in the life of every generation when it must rise to meet the challenges before it, not for its own glory, but for the legacy it will leave behind. That time is now. We stand at the precipice of a new world — a world where our choices as leaders can either restore what has been broken or leave a mark of devastation that may never heal. And yet, I know that within each of us, there is a deep yearning to do what is right, to answer the call that beckons us to higher ground.

We cannot turn away from the truth. Hospitality is not simply about providing shelter or service; it is about nurturing the delicate balance of our planet. The mountains, the forests, the rivers, the oceans, and the communities that call these places home — they are part of our collective dream, a dream where the beauty of the Earth is preserved, where people are empowered, and where future generations inherit a world that thrives.

I have a dream, too. A dream that our industry will become the light that guides the way forward — that we will set the standard for what it means to lead, not just in profits but in purpose. That one day, the work we do will no longer be measured solely by financial success, but by the deep and lasting impact we make on this Earth and its people. I dream of a day when every hostel, lodge, every hotel, each and every dude ranch, every resort is not just a place of rest, but a beacon of hope and healing for the environment and communities around it.

In his speech about going to the moon, President John F. Kennedy said, “We choose to go to the moon… not because it is easy, but because it is hard. Because that goal will serve to organize and measure the best of our energies and skills.” Today, I echo those words with a call to you — we must choose the path of environmental and social responsibility not because it is easy, but because it is hard. Because this challenge — to be better, to do better, to lead with integrity — will summon the very best within us. It will test us, but it will also define us.

This path is not new. As Chief Joseph of the Nez Perce once said, “The Earth is the mother of all people, and all people should have equal rights upon it.” We, too, must remember that the Earth does not belong to us; we belong to it. We are not masters of nature, but its caretakers. And like Chief Joseph, we must strive for a world where justice, fairness, and respect for the land and its people are at the heart of everything we do. We cannot claim to build a future if we destroy the very foundation on which that future rests.

We must understand that our industry, as grand as it may be, stands on the shoulders of the land, the cultures, and the communities that we invite our guests to experience. If we do not honor these pillars, we fail not just ourselves, but everyone who comes after us.

We are embarking on a journey to preserve what is most precious, and that journey is far greater than any single one of us. The decisions we make today will echo for centuries. They will shape the lives of people we may never meet and landscapes we may never see again. But we do this because it is our duty — a duty that extends beyond contracts, beyond quarterly reports, beyond the here and now.

We are not just responsible for the guests who walk through our doors; we are responsible for the Earth itself, for the rivers, the forests, the oceans, and for the generations that will walk in our footsteps. We are stewards of the future. And in that stewardship lies an opportunity — an opportunity to redefine what it means to succeed, to lead, to thrive.

The time for half-measures has passed. We can no longer afford to put profit over people, nor convenience over the care of our planet. We must face the hard truths: our industry has contributed to the problem, but it also holds the key to the solution. It is in our hands to make the shift, to lead the way with boldness, conviction, and unwavering dedication to what is right.

To the leaders, to the dreamers, to the doers among us: this is our moonshot. This is our chance to be remembered not as the generation that stood by, but as the generation that acted, that transformed an industry, that chose the hard path because it was the only path worthy of the Earth and its people.

In the words of Martin Luther King, “We will not be satisfied until justice rolls down like waters and righteousness like a mighty stream.” In that same spirit, we must not rest until sustainability rolls down like waters and responsibility like a mighty stream. Until we can look into the eyes of our children and say that we gave everything we had — not to exploit the world but to restore it, not to take from the Earth but to heal it.

As Chief Joseph also said, “It does not require many words to speak the truth.” The truth is simple: our Earth is hurting, and we must act. It is not a matter of whether we can afford to make these changes — it is a matter of whether we can afford not to.

Let us commit, not just in word, but in action. Let us dare to dream bigger than ourselves, to set a new standard for leadership that puts people and planet first. Let us, in our boldness and our vision, become a force for good that can be felt around the world.

We are standing on the edge of a new era. Let us leap into it with courage, with love, and with the knowledge that together, we can build a future where hospitality becomes a beacon of hope, healing, and profound responsibility.

This is our moment. This is our duty. And this is our dream.

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