Purpose The purpose of this paper is to assess the suitability of a single brand for micro, small and medium enterprises (MSMEs) in the hospitality sector to boost sustainable development in Mauritius. Design/methodology/approach The research design focuses on a literature review, face-to-face interviews and focus groups. The focus group method was used to consult 24 MSMEs and to gather their opinions on the value of a single brand for the hospitality sector. Other stakeholders were interviewed via face-to-face unstructured interviews, including at least one representative from the government, intergovernmental agencies and non-governmental organisations (NGOs). Findings The findings demonstrated that MSMEs in the accommodation sector have yet to realize the importance of effective brand management. Currently, they are focusing on short-term business strategies that could jeopardize their survival. Meanwhile, some businesses have noted a change in the profile of tourists and that more of them are looking for an authentic tourism experience. Respondents feel that the process of becoming certified is tedious and for a family business, and time consuming but perhaps necessary in the medium term. The survey also revealed that MSMEs involved in the hospitality sector in Mauritius are turning toward the digitalization of their offering. Respondents felt that this will help them to deliver a better service to the customers and provide a worthy experience. Research limitations/implications The main limitation of this study is the modest sample size. Emphasis was placed on targeting key respondents to provide expert opinions on the topic. Originality/value To the best of the author’s knowledge, this paper is the first study of its kind in Mauritius to analyze the suitability of an existing ecosystem for a single branding approach that integrates with the sustainable development goals in a practical way.

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