Why We Decided to Try the B Impact Assessment We have been running Hotel Loveno since 2019. The motivation to work on sustainability comes mainly from my professional background in sustainable tourism, a field I have worked in since 2011 and one that has continually pushed me to seek practical ways to improve our hotel as well. At the same time, Hotel Loveno is a family-run business, which means balancing different priorities and perspectives. On the one hand, there is