Welcome to REGENERA LUXURY, the World’s First Certification dedicated to leading Hotels and retreats toward regeneration (formerly LUSH). As an NGO, we champion responsible luxury by promoting regenerative values and supporting entrepreneurs, projects, and communities through sponsorship of resources and services.

Implement the standard, and lead in Regenerative Luxury for Hotels & Retreats

Discover Regenera Luxury

Community of Values

REGENERA LUXURY unites 40,000 individuals and 100+ companies dedicated to boutique hospitality, nature, culture, and responsible tourism.

Official Certification

The World's First Certification dedicated to leading hotels and retreats toward regeneration. Aligned to GSTC, BREEAM, UNESCO, UN, Sustainable Hospitality Alliance.

Regenerative Hotel Marketing Agency

BI'TULUM specializes in branding, marketing, and design to boost hotels' growth and international visibility.

Recent Collaborations

We partner with tourism leaders and boutique hotels like SONEVA, SHANGRI-LA, Villas Flamingos, or Mont Plaisir.

Awards and Recognition

Luxury has the power to transform. Luxury hotels are in a unique position to generate a positive impact on communities and destinations while increasing their brand value and profits. By choosing a regenerative path, luxury becomes a powerful tool for good.

Regenerative Hospitality

REGENERA LUXURY leads innovation in eco-conscious hospitality with transformative, guest-focused experiences.

"Luxury has the power to transform. Luxury hotels are in a unique position to generate a positive impact on communities and destinations while increasing their brand value and profits. By choosing a regenerative path, luxury becomes a powerful tool for good."

HECTOR DE CASTROChairman of REGENERA LUXURY

Driving Regeneration in Luxury Boutique Hotels & Retreats Globally

Our mission is to lead the transformation of the luxury boutique hotel segment towards sustainability, by supporting entrepreneurs at different levels. We are dedicated to advocating for and implementing sustainable practices so that accelerating brands within the boutique hotel and retreat sector.
By promoting eco-consciousness and responsible tourism, we aim to create a greener hospitality landscape that respects both nature and culture.

Redefining Regenerative Luxury Boutique Hospitality

Our vision is to become the reference institutions dedicated to boost sustainable practices and accelerating boutique hotels and retreats brands. We aspire to set new standards of excellence and innovation, demonstrating that luxury and sustainability can coexist harmoniously.
We envision a future where every guest experience is synonymous with environmental stewardship and social responsibility, enriching local communities while preserving our planet’s natural beauty.

REGENERA LUXURY Core Values

With a vision to redefine hotel regeneration beyond sustainable luxury, REGENERA LUXURY sets new standards where luxury, environmental stewardship, and social responsibility harmoniously coexist, enriching guest experiences, preserving natural beauty, and fostering a regenerative era of well-being for humanity.

Nature Care

Regenerating and protecting natural resources through regenerative practices to ensure positive impact.

Cultural Pride

Respecting cultural diversity, fostering a responsible tourism, and preserving traditions with community support.

Ethical Travel

Promoting a tourism that benefits locals and visitors through ethical practices and community impact.

Luxury Future

We pursue innovation in hospitality, setting regenerative luxury standards for industry leadership.

Wellness Focus

We design experiences for well-being, connecting guests with nature and fostering harmony.

Equality in Tourism

We empower equality of opportunities beyond gender, religion, age or ethnicity.