According to a survey by global Booking.com, 60% of the respondents would like to rely on destination suppliers that have a positive impact on the local community and the environment, and they are willing to pay a higher price for this experience. Despite such good intentions, 45% of travellers do not know where to find more sustainable options. Rethinking and redesigning green hospitality in the various destinations starts with the idea of offering a product that meets the need for regenerative tourism, namely "the chance to leave a place better than you found it". By analysing the case studies of innovative start-ups, we will understand how this solution for hospitality can be integrated within the promotional marketing of destinations, as a lever to structure the tourist offer in a conscious manner, and at the same time to keep up with market trends.