SPECIAL REPORT : CORPORATE SOCIAL RESPONSIBILITY
Taking
RESPONSIBILITY
Hotels are focusing more on a range of CSR initiatives , but to be successful , they must find ways CSR can help make money rather than give it away .
By Ann Bagel Storck , managing editor
Home2 Suites by Hilton in Fayetteville , North Carolina , revamped guestrooms at Fort Bragg Fisher House , a local “ home away from home ” for military families , and hotel employees plan to volunteer there approximately 40 hours annually .
Jumeirah Essex House isn ’ t an art gallery , but guests just might be fooled . Since 2006 the New York City hotel ’ s Art Program has showcased exhibitions such as one this spring focused on Brazilian photographs , and in March also marked its fifth year as a sponsor of internationally acclaimed art fair The Armory Show . It even played a key role in launching Culturally Connected , the global platform from Dubai-based Jumeirah Group devoted to supporting creative communities .
“ This doesn ’ t necessarily mean hosting basket-weaving in the lobbies ,” quips Katherine Gass , art curator for Jumeirah Group . “ It ’ s really about being good neighbors . Hotels are community businesses . It behooves the business to be a good neighbor .”
That “ good neighbor ” philosophy is at the heart of all CSR — corporate social responsibility . Hotels ’ CSR initiatives take various forms — preserving the natural environment , fostering a positive working atmosphere or educating local communities , among many others . Regardless of the specifics , however , to work on all levels , CSR must promote a hotel ’ s business .
“ It ’ s good to see most companies now recognize CSR is not just about supporting charities and doing community work — this is just one small part of CSR ,” says Chris Knop , a Hong Kong-based management consultant specializing in CSR . “ CSR is a business proposition about how companies make their money responsibly — not how they give it away .”
By the numbers When it comes to calculating a definitive return on investment for CSR
The Betsy – South Beach ’ s CSR projects include a project with the John Lennon Educational Tour Bus to create a film of local people reading letters to and from U . S . soldiers .
www . hotelsmag . com May 2012 HOTELS 21