This Boutique Hotel Group Is Leading Environmental and Ethical Travel in Mexico's Most Trending Destination

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With 83% of travelers reporting that sustainable travel is a priority, what was once a niche concern is now a cornerstone of the hospitality industry. As the global market size of ecotourism soars to over $172 billion, larger hotels with bigger budgets and international backing seem to have the upper hand in promoting and practicing sustainability - or at least talking about it.

On the beaches of Tulum, Mexico, one curated collection of boutique properties is tackling the problems associated with this trending destination's rapid development in an otherwise remote, rainforest-covered region. It's a model that even larger players in the industry could learn from.

Long gone are the days of remote ecolodges being the only place a sustainable-minded traveler can visit with a good conscience. Growing concern from travelers has finally reached levels sufficient to sway industry behaviors, making sustainability a nearly indisputable pillar in travel.

"For years, environmental sustainability has been the 'right' thing to do in the hospitality industry, but now it's a necessity, no matter how 'green' you want to go with your marketing," says Brendon Leach, CEO of Colibri Boutique Hotels. As Colibri Boutique Hotels celebrates its twentieth anniversary this year across its properties in Tulum, Mexico, and Nicaragua, "[sustainability] is one aspect of the industry that has changed so rapidly in such a short span of time," Leach reflects.

Taking sustainability issues to heart is particularly important in a place like Tulum, where the rapid growth in what is one of Mexico's most trending destinations has, at times, far outpaced those working to keep development sustainable and manageable.

When Colibri Boutique Hotels opened Mezzanine, its first of what are now four properties in Tulum, twenty years ago, the town was little more than a seaside village two hours south of Cancun. Tulum is now one of Mexico's most popular beach destinations, and it even got its own international airport in December 2023 to keep up with visitor demand. Its rapid expansion has created issues like ecosystem destruction, water usage mismanagement, and electrical grid issues, among others.

The area's most prominent players in the hospitality industry may have the budget to splash around on environmental and socially conscious solutions to Tulum's tourism-fed issues. But just how much of an impact are they making? When it comes to adaptive and innovative solutions that make a real impact, boutique operations like Colibri's have the upper hand.

"There are so many ways to give back, and it's clear that there are great ways to do it, we needed a solid structure and plan to do it well, and vision to guide it," says Leach. 

Despite the organization's small size, it has its own Social Responsibility Manager with the goal of doing just that. Trained biologist and environmental education expert Alejandra Cornejo now directs and leads the charge. She coordinates everything from the support of local NGOs with direct donations to the implementation of the group's plans for recycling, water conservation, and the protection and conservation of turtles on beaches.

One of the company's most innovative projects is an agricultural pilot project in the small town of Tihosuco, located about two hours inland from Tulum. The project supports sustainable organic farming while preserving traditional Mayan agricultural practices all at once, incorporating the organic corn grown by local farmers in the restaurants at La Zebra.

It makes its most exciting presentation at the Chef's Table by Eleazar Bonilla. The eight-course tasting menu highlights the region's diverse culinary traditions with a specific focus on this sustainable, organic corn and the rich bounty of ingredients in Mexico, paired with local wines, beers, and spirits. Not only is it doing great for the environment and local communities, but it's also great for business.

A meaningful focus on the local community is another pillar of Colibri's We Care program. It starts with the staff, with a deep commitment to ensuring a strong work-life balance and involving staff from every part of the hotel's operations in generating ideas to improve sustainability, which is central to the organization's dedication.

Having a smaller team makes it so much easier to get closer to the real issues facing staff and their families, and, in turn, local communities. It is just one of the reasons why smaller players in the hospitality industry have the upper hand when it comes to solving environmental and ethical tourism issues in the area.

Efforts don't go unnoticed when it comes to creating a welcoming, warm work environment, with guests picking up on it the second they step on the property. "If people feel celebrated, supported, and valued, they naturally go above and beyond in their work," says Laura Avila, general manager of Colibri properties Lula and La Zebra.

With some staff members having been with the company since its founding more than two decades ago and many others celebrating milestone work anniversaries, it's clear that Colibri is doing something right. However, care for staff and the local community runs far deeper than just instilling a motivation to provide better service on the job.

When I visited this summer, a return guest had just paid a special visit to Leach with photos from his last visit almost a decade ago. The timing of his visit to Tulum had coincided with the passing of a hurricane, and he recounted having joined Leach to visit the homes and communities of staff members to see how they'd weathered the storm. The ten-year-old photos told a story of care for the community that goes far beyond basic corporate social responsibility principles.

Looking ahead to 2025, Colibri has announced even more eco-friendly and ethical practices to complement its already robust social responsibility program. It comes at the perfect time in Tulum, as sustained growth shows no signs of slowing down, especially as the new airport brings record numbers of visitors to the area.

One boutique hospitality brand can't do it all. However, with locally-led, creative leadership and inventive solutions like those spearheaded by Colibri, there's plenty to be positive about.