What does carbon-positive hospitality look like? 

In this episode, Dan Ryan talks with Jon Buerge, CEO of Urban Villages, about Populus, the world’s first carbon-positive hotel, and how sustainability is reshaping hospitality from the ground up. They explore how design, materials, and mindset can transform guest experiences, strengthen brand loyalty, and create long-term business value.

Jon shares the story behind Populus and the vision driving Urban Villages’ sustainable developments. He defines hospitality as a selfless pursuit of extraordinary experiences and explains why true hospitality must include care for the planet. From innovative building materials like fly ash concrete to transparent, guest-facing sustainability efforts, Jon and Dan discuss how Populus is redefining what it means to host with purpose.

Takeaways:

• True hospitality is rooted in empathy and selfless guest care, with sustainability at its core.
• Populus Hotel was designed to leave the planet better than it was found through carbon-positive innovation.
• Sustainability enhances business performance by lowering costs and increasing guest loyalty.
• The hospitality industry must evolve beyond rigid policies to embrace flexible, holistic sustainability solutions.
• Investors are increasingly prioritizing sustainable projects that align with long-term environmental goals.
• Consumer demand, especially among younger generations, is driving the industry toward greener practices.

Quote of the Show:

“Hospitality is the kind of unwavering and selfless pursuit of an extraordinary experience for a guest” - Jon Buerge

Links:

• LinkedIn: https://www.linkedin.com/in/jon-buerge-95229118/  
• Company website: https://urban-villages.com/  
• Populus Denver: https://populusdenver.com/ 
• Populus Seattle: https://populusseattle.com/ 
• Instagram: https://www.instagram.com/urban.villages/ 

Shout Outs:

• 9:25 - Populus Hotel https://populusdenver.com/ 
• 15:16 - McKinsey Study https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/talk-is-cheap-how-much-will-consumers-really-pay-for-green-products 
• 15:27 - Bookings.com study https://news.booking.com/bookingcoms-2025-research-reveals-growing-traveler-awareness-of-tourism-impact-on-communities-both-at-home-and-abroad/ 
• 16:35 - Patagonia https://www.patagonia.com/home/ 
• 18:45 - Denver Office of Climate Change https://denvergov.org/Government/Agencies-Departments-Offices/Agencies-Departments-Offices-Directory/Climate-Action-Sustainability-and-Resiliency 
• 23:33 - Aparium https://www.aparium.com/ 
• 28:18 - Lead Certification https://www.epa.gov/lead/getcertified 
• 29:05 - Metropolis Magazine https://metropolismag.com/ 
• 32:15 - Mind Click https://www.mindclick.com/ 

🏨✨ Defining Hospitality is Sponsored by Berman Falk https://www.bermanfalk.com/ - Check out their impact page! 🌍🌱 https://www.bermanfalk.com/impact/ 

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