Opportunity of the accommodation establishment development: a need for nature-based services and eco-friendly activity

PurposeThe purpose of this paper is to investigate the opportunities of development of the accommodation establishments by accepting the current shifting in travellers' needs and the possibilities of reducing the impact on nature.Design/methodology/approachThe Drucker's approach is used to investigate the opportunities of development for the accommodation establishments. The case study method is used to confirm the possibility to develop hospitality in a discovered way.FindingsAccommodation establishments located in the natural space can supply the nature-based accommodation services simultaneously providing the eco-friendly activities. On the other side, the accommodation establishment that is not located in the natural space can also accept the provision of nature-based accommodation services as an opportunity for development.Originality/valueThe current shift in the guests' needs prompts accommodation establishments to enlarge supplying of the nature-based services. However, if these services are supplied by hospitality facilities located in natural space, the threats to nature also grow. On the other hand, if the hospitality infrastructure is not located in natural space, hoteliers accept current needs of guests as threats to their business. The paper presents the possibility of solution of this contradiction and shows the opportunities for moving forward in the field of environmental sustainability in the hospitality industry.