Social responsibility in hôtellerie: being a part of the community

Hotels have always welcomed international guests, but with the continued increase in globalization the range of cultural groups visiting establishments has grown. Identifying these trends isn't difficult, but often understanding them is.

Requiring understanding between those who work and stay in hotels is vitally important for successful operation. If hotel managers are not aware of the expectations of guests or the staff, friction will increase, and there will inevitably be a gap in performance. This is well understood with regards to the environment within the hotel, however the understanding between a hotel, and the wider community is often forgotten.

Community outreach can be a fantastic way to demonstrate your commitment to the society around you.

Guests, particularly those travelling to experience the environments near their hotel, do not wish to be cocooned away from where they visit. There is a desire to experience a culture fully, and be a part of it. If there is a divide between these values when passing through the hotel doors, this will be felt by the guests. One way in which guests can appreciate the way in which a hotel is part of the community is for a hotel to demonstrate it.

The idea of corporate responsibility should be high on the list of any hotel manager. In fact, one of the articles of the United Nations World Tourism Organization's "Global code of ethics for tourism" identifies that tourism should be a beneficial activity for host countries and communities. In particular, it highlights how the local communities should benefit socially and culturally from the tourism industry. Just as with our recent article discussing organic food, being able to make an ethical choice is a priority among guests. Showing guests how the local community is benefitting from their stay will undoubtedly result in a better experience.

Education programs for employees and the rest of the local community is vitally important at the Chumbe resort. (Photo: Chumbe resort)

On a different scale to Chumbe resort of Zanzibar we previously wrote about, an example where hôtellerie has made strides in enhancing the lives of those in the surrounding community is the Scandic hotel chain. Way back in 2001 the group implemented the Scandic in Society programme. An initiative which looks for each hotel to implement at least three activities with the local community, whether it is sponsoring local football teams, initiatives to support the employment of those with disabilities, and visiting schools to discuss problems in society. Schemes such as these which reach out to the community are not necessarily difficult, but they do require the will of management. Implementing the smallest of changes can have a big impact, and at a time when guests value ethical choices, there is no better time to reach out and understand the community around you.

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