Innovation

HEBI Travel’s initiatives include:

1. Events - forum and awards: Holding events is necessary to raise awareness, build new partnerships with like-minded people, receive feedback and suggestions for the development of HEBI Travel’s projects from independent experts.
2. System of best practices: HEBI Travel provides environmentally friendly alternatives in the management of the facilities.
3. Sustainable tourism certifications: Aligning with global standards, such as Global Sustainable Tourism Council (GSTC) to create tailored certifications for the Russian sustainable tourism market.

By organizing forums and educational programs, HEBI Travel creates a platform where industry leaders can share best practices and collaborate on sustainable solutions. The First All-Russian Future Tourism Award recognizes and rewards outstanding sustainable practices, further encouraging businesses to adopt environmentally friendly measures.

Inspiration

The concept for HEBI Travel began to take shape when the founders observed that long-standing habits — such as the widespread use of single-use plastic bottles — were causing unnecessary waste and driving up operational costs. As Yulia Frolova shared in the interview, “When I entered the hotel business, I realized that everyone followed the same outdated practices. Replacing single-use bottles with reusable ones not only reduced waste but also significantly lowered our operational costs.”

Gaining hands-on experience in their family-run hotel business and delving into ESG initiatives during their academic pursuits led them to a significant realization: tourism has the potential to do much more than just provide accommodations for travellers. Instead, it can serve as a powerful tool to preserve local traditions, enhance the well-being of communities, and protect the region’s precious natural landscapes.

In the early days, gaining support for sustainable tourism initiatives proved to be quite challenging. Convincing hotel owners, restaurant operators, and travellers to change their established habits required persistence and innovative strategies. However, through extensive networking, meeting other like-minded innovators, and drawing inspiration from successful global best practices, the founders of HEBI Travel began to find their footing. They recognized that implementing carefully designed incentives, fostering open and honest dialogue, and presenting tangible evidence of cost savings were key to winning over stakeholders. As Yulia stated, “Adopting sustainable practices not only benefits the environment but also leads to significant financial savings by reducing waste and lowering energy consumption.”

Overall impact

HEBI Travel’s efforts have sparked a broader conversation about sustainability within the Russian hospitality industry. By creating platforms for exchange — such as their sustainability forums and a national award program — they highlight success stories and encourage businesses of all sizes to follow and engage. As more market players in the tourist industry adopt greener and more community-focused measures, local economies thrive, ecosystems remain healthier, and cultural authenticity becomes a key travel asset.

HEBI Travel’s approach not only reduces waste and conserves energy but also fosters partnerships across sectors, enhances economic resilience, and ensures tourism benefits both locals and visitors alike.

Business benefit

For businesses, the HEBI Travel offers clear advantages:

• Long-Term Sustainability: Strengthens resilience and adaptability in the rapidly evolving tourism and hospitality industry.
• Risk Mitigation: Minimizes regulatory, environmental, and reputational risks by adhering to ESG standards.
• Enhanced Reputation: Builds trust and credibility by showcasing commitment to environmental and social responsibility.
• Competitive Advantage: Differentiates businesses by aligning with growing consumer demand for eco-conscious and responsible tourism.
• Cost Savings: Adoption of sustainable practices, such as reusable bottles and efficient waste management, reduces operational expenses. “Replacing single-use items has not only decreased our waste but also significantly cut our costs,” notes Yulia.
• Revenue Growth: Attracts conscious traveller's and partners, creating new revenue streams through innovative offerings like eco-friendly accommodations and experiences.

By framing sustainability as a value proposition rather than a cost, HEBI Travel helps hotel, restaurants, spas and travel company owners to identify the long-term financial incentives of ESG practices. This shift in perspective leads to more stable, resilient business models better equipped to adapt to market changes and emerging traveller preferences.

Social and environmental benefit

HEBI Travel’s approach ensures that tourism development respects local communities and natural habitats. By sourcing locally and celebrating regional cuisines and traditions, hospitality providers strengthen local economies and cultural identities. Equipping entrepreneurs with sustainable management practices also improves working conditions, ensures long-term job security, and fosters community pride.

On the environmental front, responsible consumption and waste reduction help maintain the beauty and biodiversity of natural landscapes. Through careful capacity management and eco-conscious design, tourism can avoid overtourism and habitat degradation. The result is a healthier environment where travelers can learn about, appreciate, and help preserve what makes each destination unique.

Yulia Frolova encapsulates this vision: “Sustainable tourism is about creating a balance where businesses thrive economically while preserving, improving, and restoring the natural and cultural essence of their locations through regenerative practices”.

Interview

Yulia Frolova, Partner and CEO