Special RepoRt
A 2 % carbon tax levied on guests at Soneva Fushi and Soneva Kiri ( pictured ) has generated US $ 5.5 million for environmental causes . impact they are having on so many lives would be a great investment .”
Since 2011 , Rockbridge has raised more than US $ 1.3 million for cancer research through support of Pelotonia . This year , Team Rockbridge had a team record of 143 members , with 121 cyclists , 19 virtual riders and three volunteers , and raised US $ 650,000 for cancer research , nearly doubling its contribution from 2014 . Sponsors include several of the industry ’ s giants including Marriott International , Starwood Hotels & Resorts and Hilton
“ Giving back and engaging in the community is part of our culture as well as an expectation at Rockbridge ,” Merkel says , adding that the annual event helps galvanize his 60-plus employee organization by rallying behind a common charitable cause . “ As an organization , we give our team a lot of support and make it easy for them to participate .”
Although impactful corporate social responsibility ( CSR ) programs have become prevalent among the world ’ s hotel giants , small- and medium-sized companies are spearheading unique programs that result in meaningful contributions to a diverse variety of charitable organizations . HOTELS chose a handful to highlight .
Power of human interest Similar to Rockbridge ’ s commitment to cancer research , Portland , Oregon-based Provenance Hotels & Resorts first partnered with the Keep a Breast Foundation in 2012 to launch its “ We Heart Boobies ” campaign . Held during October for Breast Cancer Awareness Month , Provenance Hotels donates 10 % of its room revenue to Keep A Breast .
“ We want our employees and our guests to be excited to share what we ’ re doing whether it ’ s through everyday conversations or on social media ,” explains Bashar Wali , principal and president of
Provenance Hotels .
Additionally , in an effort to raise awareness for methods of early detection , prevention and support , Keep A Breast educational breast self-exam cards and copies of the organization ’ s magazine are available in every guestroom in October . The hotels also sell Keep A Breast ’ s signature “ I love boobies ” bracelets , with 100 % of the proceeds supporting Keep A Breast education and awareness programs .
“ Having the opportunity to partner with a visionary nonprofit such as Keep a Breast , which is well-known for working with boundary pushing artists and using art as a medium to drive breast cancer awareness , education and prevention , felt like a natural fit with our brand as each of our properties are also deeply rooted in the arts ,” Wali adds .
Charlotte , North Carolina-based Extended Stay America Hotels ( ESA ) also is committed to helping those impacted by cancer . In 2013 , the brand launched a partnership with the American Cancer Society to provide more than 40,000 room nights to over 6,700 families for an estimated savings of nearly US $ 1.2 million in costs associated with traveling for cancer treatments .
“ We wanted to get the entire company behind a cause ,” recalls Tom Sedden , chief marketing officer at ESA . “ One of the biggest barriers for cancer patients getting treatment is not having a place to stay where they are being treated . Since we own and operate all of our hotels , we realized we could serve a massive need . That was a magical moment .”
ESA recently renewed the partnership by more than doubling its previous contribution of free and discounted rooms , committing to providing 100,000 rooms over the next two years to an estimated 15,000 cancer patients and their families . The brand also recently launched “ Hotel Keys of Hope ,” a nationwide program en-
Extended Stay America Hotels recently launched “ Hotel Keys of Hope ,” a nationwide program encouraging guests to leave their room keys behind to raise money for the American Cancer Society .
24 HOTELS December 2015 www . hotelsmag . com