The “Lifestyle of Health and Sustainability” (LOHAS) market segment is becoming increasingly important. Despite this emerging trend, no conceptual or empirical work in tourism and hospitality literature has focused on this market segment so far. This research note aims to stand as a reference point on such topic and to present the results from a study conducted on the perception of this market segment among managers of hospitality services in the South Tyrolean part of the Dolomites (Italy). Results show that the intention of hospitality managers to adopt LOHAS practices is largely determined by economic opportunities and by the demand for LOHAS features. However, their level of awareness of the relevance of the LOHAS segment is rather low.