The hotel chain is driving a regenerative hotel model that combines innovation, environmental awareness, and a strong commitment to reforesting the Canary Islands
Since its inception, Canarian Hospitality has been committed to an innovative, sustainable hotel model that is deeply connected to its local surroundings. Through it’s “We Care” program, the company – creator of the MYND Hotels and Sholeo Lodges brands – shows that sustainability can be more than a commitment: it can become a hotel management approach that generates well-being and shared value in every area. This transformative mindset runs through everything they do and is also reflected in campaigns such as Green Friday, focused on environmental rather than purely commercial objectives, as is the case with Black Friday.
“We Care is not a green label, it is a way of understanding our daily work,” explains Óscar Palacios, COO of Canarian Hospitality. “We want every operational decision to have a positive impact: on people, on the community and on the natural environment that hosts us.”
A model with measurable impact
The We Care program is structured around three pillars – environmental, social and governance – which translate into concrete actions and tangible results. The balance of recent months is very positive: the company has succeeded in reducing consumption, avoiding waste, and generating resources for the reforestation of the Canary Islands through its collaboration with the Fundación Foresta.
One of the most emblematic initiatives is the “Don’t throw in the towel on the planet” campaign, which encourages guests at MYND Hotels to reuse their towels. For every towel that is not washed, the hotel makes a direct donation of €0.20 to Foresta. Thanks to this simple action, the annual water saving is estimated at 1,000,000 litres, which is converted into a €10,000 donation, while avoiding the use of around 50,000 towels a year.
“Our guests’ response has been fantastic,” says Palacios. “They understand that small gestures, when multiplied by thousands of stays, become a real driver of change.”
Caring for the environment, drop by drop and gesture by gesture
Canarian Hospitality’s environmental commitment is also reflected in other actions within it’s We Care program, all of them with a direct impact on the Canary Islands, where its properties are located.
These include the sale of sustainable bottles, which encourages responsible consumption and avoids the use of single-use plastics. For each bottle sold, the company donates one euro to Foresta, with accumulated donations of more than €1,100 and a notable reduction in plastic waste.
The sustainable cleaning policy – which thousands of guests have joined – promotes the voluntary renunciation of daily room cleaning. This has already led to more than 20,000 sustainable cleanings and an additional estimated donation of €10,000 for forest recovery.
In addition, the free water dispensers installed in the hotels have supplied more than 170,000 litres, avoiding the consumption of around 400,000 plastic bottles.
“We want our guests to enjoy a comfortable and conscious stay. Every drop of water saved and every container avoided are steps towards more responsible tourism,” the executive adds.
Taken together, Canarian Hospitality’s active collaboration with Foresta has resulted in the planting and care of more than 3,200 trees across the archipelago in the period 2022–2024.
A Green Friday that leaves a green footprint
Instead of embracing Black Friday consumerism, Canarian Hospitality has chosen a different path with its “Green Friday” campaign, through which it donates 1.5% of November’s direct sales to the Foresta Foundation. With this fully consolidated initiative, now in its fourth edition, the company contributes around €10,000 to the reforestation project, reaffirming its commitment to conscious, purpose-driven consumption.
The We Care program goes beyond environmental impact. On the social side, it promotes local hiring, equal opportunities, and continuous training for its teams, integrating values of responsibility and cooperation into the day-to-day operations of its hotels.
The company also forges partnerships with local projects, encourages sustainable mobility, and works to ensure its properties are inclusive, accessible spaces that can welcome everyone and act as climate shelters if needed.
“Sustainability is not a trend; it is a shared responsibility,” says Óscar Palacios. “Our mission is to care for the Canary Islands, their resources and their people, proving that a profitable hotel model can also be regenerative.”
Regenerative tourism with a Canarian seal
With initiatives such as We Care, Canarian Hospitality is setting the pace towards regenerative tourism in the islands, where every stay helps improve the environment. With We Care, Canarian Hospitality is also aligning itself with the United Nations Sustainable Development Goals, specifically Good Health and Well-being (3), Gender Equality (5), Decent Work and Economic Growth (8), Sustainable Cities and Communities (11), Life Below Water (14), Life of Terrestrial Ecosystems (16) and Partnerships for the Goals (17).
Reducing consumption, restoring forests, avoiding waste, and prioritizing local products are all pieces of a coherent strategy that brings together purpose, innovation and commitment. In an archipelago as unique as the Canary Islands, sustainability is not just an option; it is the future of the destination itself. This commitment has enabled Canarian Hospitality’s properties to gradually obtain Biosphere certification and, in addition, led to MYND Adeje being recognized for Best Corporate Social Responsibility at the CaixaBank Awards for Innovation and Modernization of Tourism Companies in the Canary Islands.
And We Care is a clear example of how the hotel sector can lead this change, turning every gesture into an opportunity to take care of what really matters: people, nature and the place we all call home. Through its management strategy, Canarian Hospitality has managed, in barely four years, to secure 83rd position among the 100 largest Spanish hotel companies by revenue.
