Luxury without guilt: service innovation in the all-inclusive hotel industry

With more than 500 all-inclusive resorts around the world, competition in this sector is intense and resorts are constantly trying to gain a sustainable competitive advantage through innovation. The main aim of this article is to investigate the issue of non-technological innovation in the holiday resort industry, in general, and, in particular, how such innovation has enabled the success of ultra all-inclusive concept. The article is based on the case of the Excellence group, analysing the factors behind the success of their business model and its sustainability.