It’s simple.

Naming an advisory brand was never top-of-mind for an aspiring hospitality entrepreneur.

In December of 2020, following three decades of global travel and a few years underwriting European hotel investments, Chalana retraced his roots to the island of Sri Lanka. In his own words:

“the Pandemic inspired me to think differently; to reprioritise, reconnect with myself and recognise my purpose. I longed to feel grounded. In retracing my roots to Sri Lanka, I also retraced my passion for developing hospitality with a purpose beyond pure profits.”

But there’s more behind the name RETRACE™ Hospitality than the founder’s personal story.

Among the world’s oldest forms of commerce, hospitality has travelled far from its roots, evolving into a multi-billion-dollar global industry with an abundance of brands, products, destinations, services and experiences.

Today, well-heeled travellers can experience hospitality under the sea, or even in orbit in “Outer Space”.

So, where is hospitality headed?

Has the hospitality industry blindly subscribed to a traditional model of profit-driven, extractive capitalism? Where’s the fun in that? What is the purpose of hospitality as a business? It surely can’t be to exploit and degenerate destinations for profits.

Over the years, communities and livelihoods globally have been uplifted by the financial gains from tourism development. But has the industry genuinely harnessed and nurtured the essence of hospitality in business? Are we taking the power and potential that tourism has as a force for genuine good, for granted?

Therein lies the opportunity to retrace hospitality.

Why was RETRACE™ Hospitality conceptualised?

In conceptualising RETRACE™ Hospitality, Chalana wanted to address one key question: can hospitality investors capitalise on the regeneration of destinations? Through his international upbringing and travels, Chalana was concerned by the negative impacts of tourism, particularly on natural ecosystems and local communities. He challenges the “growth and scale” model of international chains and “big brand” hotels – having himself worked in the industry. He suggests “hospitality development has primarily been about building a brand, a solid cashflow and forecasting an exit that pleases investors and the financial markets – there’s rarely a purpose beyond this”.

“Concrete and steel are extractive, non-breathable materials, yet beaches worldwide are cleared-off of their native flora to make way for air-conditioned resorts and villas behind high walls, built of heat-trapping materials, serving imported food, pumping-up litres of water for swimming pools and laundry. Rarely can locals afford to patronise these properties; they are often left to serve and clean-up after the guests.”

What is the purpose in any of that – other than profits for the investors and instant gratification for the traveler?”

Hospitality and tourism have become exploitative and degenerative. Growth in numbers of hotel rooms and passenger arrival volumes are targets set out by national Tourism Authorities. Imagine how much more prosperous destinations would be, if these KPIS considered the well-being of ecosystems and communities in the host destination? Think air quality, water quality - sound and light pollution, all as catalysts for smarter tourism development. Current growth targets are set to gradually degrade the very product that national Tourism Authorities are trying to market. Governments and corporates measure success on millions of tourist arrivals and billions in revenue – and therein lies much of the problem.

Advocacy and awareness are essential to implementing effective systemic change in tourism. RETRACE™ Hospitality was born out of a conviction to develop and inspire purpose-led hospitality concepts; profitable businesses that look beyond cashflows, drawing inspiration from the “quadruple bottom line”: purpose-people-planet-prosperity.

Why is this important?

In a world where clean air and clear water are a scarcity, and where a minority enjoy the luxury of disposable income, the privilege of hotel stays and leisure travel, the vast majority still struggle to make ends meet. There is a need for course-correction, and hospitality and tourism can be a force for impactful change.

RETRACE™ Hospitality sets-out to advise key industry stakeholders, including investors, developers and operators on an impact-driven and purpose-led approach to hospitality and tourism development. The RETRACE™ brand embodies the notion of retracing consciousness, awareness and regenerative principals. Chalana believes investors, developers and operators can make a real impact while earning healthy returns.

“I am confident that the valuation of a hospitality business that takes a people-planet-profit-purpose approach will be higher than those that don’t. Such businesses will remain relevant through the test of time. By retracing hospitality, investors can create real, tangible impact.” 

Read more here.