The current sustainability practices in the hospitality sector are increasingly seen as not enough to tackle the ongoing global crises. This article highlights the need for the hospitality sector to go beyond just sustaining resources and minimizing impacts and to adopt a ׳net positive׳ approach - where the industry does more good than harm. It underscores the urgency for ‘sustainability’ not to be the ultimate goal but a foundational starting point. A net positive approach encourages businesses to have a greater positive impact on society, the environment, and the global economy, than the resources consumed in the process. The evolution of corporate sustainability practices towards this net positive approach including the Triple Bottom Line, Corporate Social Responsibility, and Creating Shared Value are shown. It introduces a new concept of ׳regenerative hospitality׳ which, along with a net positive approach are two intertwined approaches challenging the traditional way of conceiving sustainability in the hospitality field. The challenges and opportunities in moving to this approach are analyzed.