Sol y Mar Hotels has formalized a partnership with Gravity Wave, a social enterprise focused on circular economy and ocean stewardship, to remove plastic from the Mediterranean. For every reservation made on Sol y Mar Hotels websites, 1 kilogram of plastic is collected and recycled, translating to roughly 6 tons removed over time. This effort is equivalent to the cleanup of about 1 million plastic bags or 375,000 bottles from the sea.
The collaboration reflects Sol y Mar Hotels’ ongoing commitment to sustainability as a central pillar of its future strategy, with guests actively participating in the initiative. Recently, the hotels earned Bioscore certification with a sustainability rating of 70%, and the program ambitions continue to expand across the portfolio.
A spokesperson for Gravity Wave stated that ocean sustainability is a crucial initiative for today’s hospitality sector. Hotels that join this cause differentiate themselves by removing plastic from the sea, helping to reduce pollution in the Mediterranean, preserve biodiversity, and maintain high-quality coastal environments. Clean seas and beaches are essential for continued tourism and local livelihoods.
On the Sol y Mar side, the Sales and Marketing Director emphasized the company’s dedication to sustainability and corporate social responsibility, framing the initiative as a vital part of the business model and culture.
Sol y Mar Hotels’ sustained focus on addressing plastic pollution extends beyond this agreement. In recent years, the company has engaged in multiple corporate social responsibility activities in this area. The collaboration with Auara, a social enterprise that sells water bottles made from 100% recycled materials, stands as a notable example of reducing plastic across the chain and contributing to Bioscore requirements. These efforts are aimed at lowering plastic consumption and ensuring a responsible supply chain [Citation: Gravity Wave].
The sustainability and recycling commitments will shape the chain’s new beachfront property in Benicàssim, expected to open in the summer season and to hold a Well Construction Certificate, marking a first for Spain in this certification category. The project is designed to integrate well-being, environmental stewardship, and hospitality in a seamless guest experience.
About Gravity Wave: Gravity Wave is a social enterprise focused on environmental awareness and the circular economy. Established in 2019, its clear goal is to reduce Mediterranean plastic pollution and drive a positive planetary impact. The organization describes its work as plastic restoration, turning collected waste into valuable products, effectively giving waste a second life in the process.
About Sol y Mar Hotels: Sol y Mar Hotels is a family-owned group on the Costa Blanca renowned for holiday experiences that blend high standards, excellent cuisine, and innovative facilities. The portfolio spans new concepts such as Apartamentos del Mar and Estancia Benicàssim, along with Gran Hotel Sol y Mar and Suitopía Sol y Mar Suites Hotel. ABISS Restaurante Gastrobarra is slated to open on the Benicàssim beachfront in 2025, complementing spaces like Dorée Gin & Sea, Beach Club, and the Sky Bar and Sea Suites located on the 29th floor of Suitopía Sol y Mar.