COMPANY NAME RURALIS SRL SB
COUNTRY Italy
SECTOR Proximity & Social economy
CIRCULAR BUSINESS MODEL Sharing economy
CHALLENGE
Implementing circular economy principles in a highly fragmented and decentralized hospitality network. Since the rural accommodations (farm stays, B&Bs, vacation homes) are managed digitally and not directly owned by Ruralis, the main challenge was adapting circular models (typically designed for manufacturing) to a service-based sector without direct control over supply chains or product design.
SOLUTION
We developed a flexible, context-sensitive operational framework tailored for small-scale rural properties. The solution included creating customized waste management plans with localized composting options and establishing clear maintenance protocols. By mapping and partnering with local artisans and craftspeople, we built a territorial micro-supply chain to repair and regenerate furniture, replacing the need for new purchases. We also delivered a comprehensive training program for property owners and staff to ensure the successful adoption of these practices.
CIRCULAR ECONOMY STRATEGIES/BUSINESS MODEL IMPLEMENTED
Product Life Extension: We adapted this model to our decentralized hospitality network by shifting from short-term asset replacement to preventive maintenance. We developed specific protocols for the repair and artisanal regeneration of furniture and equipment, extending their lifecycle through the active involvement of local micro-supply chains.
Recovery and Recycling: We implemented intelligent, localized waste management plans tailored to rural settings. This includes advanced source-separated waste collection, the introduction of on-site domestic composting for organic waste, and the creative reuse of discarded materials, heavily supported by guest and staff education.
Closing Local Material Loops: We integrated circularity with local economic development by co-designing solutions with territorial suppliers and artisans. This approach prioritizes a local circular economy over standard industrial supply chains, ensuring resources remain and generate value within the community.
IMPACT
Our feasibility study demonstrated that transitioning to a circular hospitality model yields significant, measurable benefits across multiple dimensions:
Environmental impact: the adoption of customized waste management plans and composting is projected to generate a 20–25% reduction in waste production per property. Additionally, delaying furniture and equipment replacement through maintenance is estimated to reduce CO₂ emissions by approximately 20%.
Economic & business viability: extending the lifespan of furniture and assets by 2-3 years leads to an average 15% savings in annual replacement costs. At the corporate level, positioning Ruralis within the sustainable tourism market unlocks a projected 15% revenue increase over the next two years and the creation of 3 new sustainability-related roles.
Social & community empowerment: through our dedicated training program, we achieved a 100% participation rate across the 10 pilot structures and measured a 40% increase in environmental awareness among property owners and staff. By activating local micro-supply chains and partnering with regional artisans, the project directly supported local economic development and strengthened territorial cohesion.
KEY TAKEAWAY
Context over Standardization: There are no turnkey solutions for circularity in decentralized hospitality; success requires modular, scalable, and context-specific approaches rather than relying on one-size-fits-all industrial models.
The power of ecosystems: adapting circular models to a service-based sector relies heavily on community engagement empowering local artisans, training property owners, and shifting the focus from short-term asset replacement to long-term value preservation.
A paradigm shift: circular tourism is more than a set of environmental practices; it represents a new paradigm capable of actively contributing to the cultural, economic, and ecological regeneration of rural territories, creating shared value between travelers and local communities.