Dear Pavlina, it is so great to talk to you – a real expert in the field of circular economy. First of all, could you let our readers know how you started on your own sustainability journey? What has been your biggest learning so far?
Pavlina: Dear MAp team, thanks for the invitation – it’s a pleasure to be here. I started my journey learning about nature and wildlife from my mother, who was also a scientist. I have always been fascinated by living systems, and thus decided to study environmental sciences. I guess back then I imagined working in conservation, but later I realised the results from classical academic work are not tangible in the short-term, and thus decided to “get my hands dirty”, built a company myself and am supporting others on their sustainability journeys now. My biggest learning is to be true and opportunistic and follow my beliefs. No one would guess 10 years ago that today I would be codesigning products.
Please tell us: what is a circular economy? What are its core principles as well as some helpful examples?
Pavlina: There are many definitions for the circular economy, but I guess the most understandable is - this is a framework that designs out waste and keeps products and materials in use for as long as possible.
At MAp we are specialised in crafting sustainable hotel concepts and brands. What are your thoughts and observations on sustainability in the hospitality industry? What do you believe the future holds for the industry?
Pavlina: I feel that there is a movement around the topic of sustainability in every industry – customers are becoming more aware and are demanding solutions. The tourism industry and hospitality industry are also affected by the changing climate and social inequalities worldwide, and therefore hotel owners are looking for solutions in the space. Unfortunately, many of the solutions are still only marketing driven and not really tackling the root cause of the problems. I believe in the future, customers will become even more attuned and will be able to differentiate between green wishing and -washing and true sustainability, and those doing it only for marketing purposes will lose their popularity.
Do you have any recommendations for boutique hoteliers on how they can start and / or advance their sustainability journeys?
Pavlina: Start as soon as possible – you still have a competitive advantage as a first mover. Sustainability is here to stay and will be soon the new normal, and today’s niche market will take over conventional hospitality. It is an ongoing journey – be brave and improve constantly.
When we started working on The Sustainable Hotel, we were surprised to learn how many people still hold misconceptions about sustainability, e.g. that sustainability is expensive, complicated, only about the Planet, etc. What are the most common misconceptions you encounter while working with business owners?
Pavlina: The classical one – circular economy is just recycling. Another one that makes me laugh – this is not going to work, because it doesn’t work today.
What’s your biggest wish for the future?
Pavlina: That businesses shift from doing less (or no) harm to doing good for nature and society – the so-called regenerative economy.
As always, our final MAp meets question: what makes a hotel experience a truly outstanding one for you personally?
Pavlina: Personal attitude and of course visible sustainability efforts!
ke time for prosecco