Among the many ways millennials are changing the hospitality industry, their commitment to socially conscious consumerism is a significant one. They consider it a business’s role to contribute to the well-being of the community (in addition to making profits), and they’re ready to put their money where their mouth is. 73% of millennials are willing to spend more on products and services from sustainable brands and nine out of ten would switch brands to one associated with a cause.
In addition to attracting and earning the loyalty of guests, socially responsible initiatives can help entice and retain employees as well. People want to work for a company with a positive impact. They’ll have higher job satisfaction, which means a lower employee turnover rate for you.
Here’s how you can become more socially responsible—and benefit your community and your brand at the same time.
Eco-friendly initiatives
To appeal to the socially conscious traveler, going green should be your first priority. Last year, 65% of global travelers expressed an intent to stay in eco-friendly accommodation. And you don’t want to miss out on those potential customers. So what can you do to show a commitment to the environment? Try things like swapping out lightbulbs for energy efficient alternatives, installing low-flow taps and toilets, and reducing plastic use.
If you’ve already made those changes and are looking for a little more inspiration, check out El Nido Resorts in Indonesia. They’re a shining example of the steps a lodging operation can take to become eco-friendlier. The resorts were constructed using renewable materials, and their menu consists primarily of locally sourced ingredients. They also boast advanced water catchment systems, grey water recycling, desalination plants, and on-site composting and sewage treatment facilities. On top of all that, the resorts host on-going environmental programs that include beach clean-ups, ecosystem preservation and rehabilitation, and wildlife monitoring.
Community Service
Social responsibility means more than caring about the environment. It’s about caring for people and communities too. And that makes sense as a hotelier. Your community is what makes your locality great and entices travelers to visit—so you should be invested in its health and prosperity. Consider creating initiatives or programs that give back to the community you love.
Melia Zanzibar won a hospitality award for the implementation of their Global Corporate Social Responsibility Model. Their mission was to improve the overall quality of life of the locals living in the neighboring village of Kairo. They built a well for fresh water, rebuilt the village mosque, renovated homes, and taught basic agriculture and self-sufficiency to the community.
Charitable Contributions
Whether it’s to help the community or conserve the environment, setting up your own programs and initiatives can be a daunting task. If you’re not ready to do it on your own, consider partnering with a charity.
Omni Hotels and Resorts makes charitable donations to Feeding America with their Say Goodnight to Hunger campaign. And they use it as an incentive for guests to book direct. For every direct booking they receive, they commit to feeding a family of four for a week.
The chefs at Kimpton Hotels participate in the Chefs Cycle fundraising event for No Kid Hungry every year. And donations are made to the charity when featured items are purchased at participating restaurants.
Travelers today are more conscious about their impact on the world than ever before. They want to stay in accommodation and support businesses that are doing what they can to improve their local communities. So, consider implementing social responsibility initiatives at your property. It’ll be good for the world and great for your brand.