Purposeful innovation for more inclusive business models 

With companies increasingly expected to take a more active role in building an inclusive and sustainable society, innovation is taking on a new meaning.

It's no longer just about improving processes or launching products, it's about making a lasting social impact. Purposeful business models prove that profitability and engagement can go hand in hand.

One of today's great challenges is how organizations respond to changing demographics and increasingly demanding societal expectations.

In 2024, nearly a quarter (24%) of the European Union population over the age of 16 had some form of disability, according to Eurostat. Added to this is a growing social sensitivity towards inclusion, equity and sustainability.

This reality forces us to rethink business models and create more accessible, inclusive and responsible environments.

Among the key issues that need to be addressed, two stand out:

Overcoming these challenges requires a long-term view, which understands inclusion and accessibility not as isolated actions, but as strategic pillars.

In this process, collaboration with stakeholders – employees, customers, suppliers, investors, regulators and society in general – is essential. Co-creating solutions together with them enables us to generate shared value, strengthen trust and move towards more coherent and sustainable models.

Here we analyse how companies are transforming their models from the purpose, with special attention to the case of ILUNION Hotels as an example of social innovation applied to the tourism sector.

A purposeful business model puts social and environmental impact at the heart of its operations – using innovation as a strategic tool for transformation. This approach is based on four fundamental pillars:

Accessibility is often understood as a legal requirement, but it has the potential to become a real driver of operational excellence. Applied transversally – in physical spaces, digital services and customer service – it enables expanding reach, improving quality and connecting with audiences that are usually underserved.

This transformation is already under way in the hotel sector. ILUNION Hotels, a Spanish company with more than 30 locations, has integrated universal accessibility into its business strategy.

From adapted rooms and sensory signage, to inclusive booking systems and specialized training for internal teams, the entire customer experience is designed to be barrier-free.

This commitment is also reflected in its workforce: more than 60% of the people who work at ILUNION Hotels have disabilities or are in a vulnerable situation. It is not a symbolic figure, but a central component of their identity. These teams bring empathy, flexibility and authenticity to the service, as well as reinforcing the organization's social purpose from within.

For decades, business profitability has been measured in terms of operational efficiency, occupancy or cost reduction. However, more and more organizations are demonstrating that it is possible to combine social impact and good economic performance.

ILUNION Hotels, for example, has achieved an EBITDA in 2024 that is 30% higher than the previous year – a competitive figure within the sector – while maintaining its mission of social and labour inclusion. This case shows that when purpose is an integral part of the strategy, trust is strengthened, reputation is improved and stable and committed teams are consolidated.

The consistency between what a company offers and what it stands for becomes increasingly valuable. In the case of ILUNION Hotels, this consistency is recognized through certifications such as B Corp, EFQM 700 or ISO 56001 in innovation management. These accreditations not only validate your operational excellence, but also open the door to new partnerships, markets and funding sources.

Digital transformation is no longer optional, but what really makes a difference is the purpose for which it is implemented. When applied with inclusion criteria, technology can become a powerful ally to improve the experience of both users and the human team.

At ILUNION Hotels, for example, check-in automation and accessible digital platforms enable people with different abilities to interact autonomously and comfortably. Internally, digital tools also support professional development: their training platforms offer content in accessible formats – pictograms, audio guides, subtitles – to ensure that no one is left out.

In addition, digital systems make it possible to measure and reduce the consumption of resources, optimize waste management and reinforce the commitment to sustainability as a strategic axis of the business.

When applied with an inclusive approach, technology does not replace human contact: it enriches it.

Purposeful innovation is redefining the way companies grow, relate and adapt. Accessibility, inclusion, social impact and digitalization are no longer peripheral elements: they are pillars for relevance, sustainability and business resilience.

The case of ILUNION Hotels demonstrates that it is possible to align financial success with social commitment through a coherent, scalable and future-oriented model. But it is not a question of replicating a single formula. Every organization must find its way to embed purpose in an authentic, measurable and sustainable way.

In a changing environment, companies that put people and purpose at the heart of their innovation will be better prepared to lead, inspire and make real, lasting impact.