Why Clarity Will Define the Next Decade of Travel
by Jay Rosen, Founder & CEO, Hikma Capital Partners
A few weeks ago, I returned from the Future Investment Initiative (FII) in Riyadh where global leaders gathered to explore how prosperity can be shaped in a way that balances innovation, investment, and responsibility. Many of the discussions reinforced a theme that has become central in my own work: Travelers want their choices to reflect their values.
In fact, according to Booking.com, 43% of travelers say they feel guilty when they make travel choices that are not aligned with their values. They want to visit places where the experience is memorable, the local culture is respected, and the destination is cared for in a way that will endure. The intention is strong, but the industry still struggles to convert that intention into consistent, informed action.
“Travelers want their choices to reflect their values, but the industry still struggles to turn that intention into consistent, informed action.”
When Responsibility Becomes a Competitive Advantage
These issues have been central to my career for many years. At Baha Mar in The Bahamas, we faced the challenge of building a large resort destination in a way that respected the local environment and created meaningful opportunities for Bahamians. It required a long view and a willingness to invest in local talent, community partnerships, and sustainable operational practices.
photo courtesy Jay Rosen
Since its opening, Baha Mar has continued to build upon and support those values. For example, The Current, an in-resort gallery and studio program featuring local Bahamian artists, has become one of the largest platforms for local artists, reinforcing the culture. The Baha Mar Resort Foundation strengthened partnerships with local schools and youth programs and helped support community resilience after major storms. And conservation groups like BREEF and the Bahamas National Trust collaborated with the resort on coral restoration and mangrove protection.
When guests experience the warmth of local hospitality and the authenticity of local culture, it becomes clear that this approach is not a constraint or limitation. It is a competitive advantage that deepens loyalty and strengthens long-term value.
“When guests experience genuine local culture and hospitality, responsibility stops being a limitation, it becomes a clear competitive advantage.”
Leaving Places Better Than We Found Them
Later, at Red Sea Global, I had the opportunity to work on The Red Sea Project and Amaala, two developments that sought to redefine what regenerative tourism can look like. These destinations were built with the idea that a hospitality project can leave a place better than it found it.
That vision translated into renewable energy systems that will enable these destinations to operate entirely off grid. It guided a marine conservation program that established one of the largest environmental surveys in the region and designed protections for coral reefs and fragile coastal ecosystems. It shaped decisions around design that honored natural landforms and local traditions.
It also opened pathways for local communities through training programs that helped young people enter fields like hospitality, engineering, and environmental science. And, it published one of the most detailed sustainability reports, supported by more than a thousand pages of environmental data, biodiversity assessments, and community impact metrics.
photo courtesy Jay Rosen
These initiatives captured a simple truth. Responsible tourism is not only about minimizing harm and reducing impact. It is about enhancing the social and environmental fabric of a place in a way that strengthens its long-term potential.
The Three Pillars That Shape Responsible Travel
These experiences shape how I see the industry today. Responsible travel rests on three pillars: people, planet, and place. A property must create a workplace where people can thrive. It must manage its environmental footprint with rigor and transparency. And it must support its community and reflect its culture in a way that is authentic. When these elements align, guests feel it. Communities feel it. Investors feel it. It is evident in the quality of the experience and in the long-term health of the destination.
The Real Barrier: A Crisis of Clarity
Yet what continues to hold the industry back is not a lack of commitment, but a lack of clarity. Travelers want to support responsible properties but do not always know how to evaluate them. According to Expedia, travelers find sustainable travel options confusing and 70% are overwhelmed by starting the process.
Hoteliers want to invest in better practices, but they are overwhelmed with frameworks and competing assessments that can obscure, rather than illuminate. Communities want to engage with the industry but often lack visibility into how decisions are made and how benefits are shared.
Clarity and transparency can bridge these gaps. When information is clear, trusted, and supported by evidence, travelers make more intentional choices. Operators gain a clearer understanding of their strengths and areas for improvement. Communities become partners rather than observers.
photo courtesy Jay Rosen
And all of this can be achieved with a clear business case: 94% of consumers are more loyal to transparent brands, according to a recent Label Insight report; and, they will spend 9.7% more on responsible purchases, according to PWC Voice of the Consumer Survey.
A New Standard for the Decade Ahead
The conversations in Riyadh reminded me that hospitality sits at a powerful intersection, influencing how people experience the world, how communities benefit from visitors, and how natural environments are protected or degraded. This influence comes with responsibility. It also comes with opportunity. As travelers continue to elevate their expectations, and as the industry continues to invest in better practices, we have the chance to create a new standard where responsibility is not an add-on, but a hallmark of quality.
“I remain optimistic because the industry is moving: travelers, owners, and communities are all raising the bar together.”
I remain optimistic because the industry is moving. Guests are asking sharper questions. Owners are embracing long term thinking. Communities are asserting their voice. These forces, combined with the innovations emerging across the sector, point toward a future where responsible travel is not a trend but the foundation of our work.