Incorporating social responsibility as
part of luxury hotels’ corporate culture
is nothing new.
Sometimes doing social good is
rolled out as a corporate initiative -
where the organization is donating
portions of proceeds to a cause
they have determined worthy and is
encouraging employees and guests
to support this cause. Other times,
it is part of a sustainable resource
campaign, where the hotel is collecting
partially used soaps to assist with
improving hygiene and quality of life
in vulnerable communities around the
world. Or, it may entail an awareness
impact initiative a la “Book a stay
and help combat human trafficking,”
“Reuse your towel and help save the
rainforest.”
Though all of the causes and intentions
are good, why then to these initiatives
often fall flat?
How can your luxury hotel do good
while also strengthening your guest
brand relations?
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