Improving your hotel's CSR: Top tips for implementing effective approaches

Corporate Social Responsibility (CSR) has become a key priority for hotels wishing not only to attract and retain customers, but also to play a positive role in society. A well-structured CSR approach can enhance a hotel's reputation, reduce costs, and attract motivated staff. Here are some key tips for improving a hotel's CSR.

What is a CSR approach within a hotel establishment?

According to the European Commission, Corporate Social Responsibility (CSR) is the voluntary integration of social and environmental concerns into business activities and stakeholder relations.

CSR represents the voluntary commitment of companies to sustainable development, integrated into their policies, commercial actions and interactions with employees, customers, suppliers and local stakeholders.

In France, the ISO 26000 standard serves as a benchmark for CSR, providing a definition and guide for responsible governance.

A CSR approach must be transparent, with regular reports and assessments, and clearly communicated.

What are the 3 Pillars of CSR?

Corporate Social Responsibility (CSR) is based on three interconnected pillars. They aim to improve economic performance while promoting social responsibility and environmental preservation, in line with the UN's 17 Sustainable Development Goals.

Environmental pillar :

This pillar concerns the impact of businesses on the environment, including the reduction of greenhouse gas emissions, recycling, the use of renewable energies and the sustainable management of resources. Many hotels are adopting eco-responsible practices to reduce waste, promote recycling and limit water and energy consumption, raising awareness among guests and employees alike, while making significant savings.

Social pillar :

This pillar encompasses respect for human rights, non-discrimination, equal opportunities, diversity, occupational health and safety, and training. Hotels can promote equal opportunities, professional training and quality of working life policies, thereby strengthening their employer brand and improving their management.

Economic pillar :

CSR must support the company's economic sustainability while contributing to local development. Hotels can opt for local suppliers and engage partners who are also involved in CSR, thereby promoting the local economy.

What are the challenges of CSR in the hotel industry?

Although CSR offers many benefits, implementing it in the hotel industry poses challenges. Initial investments can be high, and the short-term financial benefits are not always obvious. International hotel chains also have to navigate through varying regulations in different countries, complicating compliance with sustainability standards.

Resistance to change, both internally and among customers, is another obstacle. Hotels need to invest in raising awareness and educating their stakeholders. Effective communication is essential to explain the benefits of CSR to employees and customers, encouraging them to support the initiative.

Impact all CSR pillars at once: dematerialize processes. 

CSR strategy is characterized by its cross-functionality, integrating environmental, social and economic considerations into all your processes. This brings considerable benefits, while adding a degree of complexity.

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Ecological CSR initiatives: reducing the environmental impact of hotels.

Energy management 

• Use of renewable energies: Invest in renewable energy sources, such as solar panels and wind turbines, to reduce carbon emissions. 

Example : The Fogo Island Inn in Canada uses solar panels and wind turbines to supply a large part of its energy. 

• Energy-efficient lighting and appliances: Replace traditional light bulbs with LEDs and use Energy Star-certified appliances. Inform guests of the importance of not leaving lights on when they leave their room to help preserve the environment. 

Example : Marriot International has replaced all its light bulbs with LEDs, saving millions of kilowatts a year. 

Water management 

• Reducing water consumption: Install flow-reducing devices in taps and showers, as well as dual-flush toilets.  

Example : The Accor hotel group offers shower hourglasses in its rooms to raise customer awareness of water consumption. 

• Water recycling: Set up grey water recovery systems for garden irrigation and cleaning. 

Example : The Six Senses Con Dao hotel in Vietnam uses a grey water recovery system to irrigate its gardens. 

Waste reduction 

• Sorting and recycling: Install selective sorting points accessible to customers and staff, with clear signs so that everyone can follow the rules. 

Example : The Eden Lodge hotel in Madagascar has set up selective sorting points throughout the establishment, helping to recycle over 50% of its waste. 

• Reduce single-use plastics: Replace plastic water bottles with reusable alternatives, such as glass bottles, and eliminate plastic packaging. Use reusable glass containers for shampoo and other toiletries. ‍

Example : The Hilton hotel group is gradually replacing all its plastic water bottles with glass ones, and uses reusable shampoo dispensers.

The ecological and social pillars of CSR: promoting sustainable development! 

Sustainable food 

• Organic and local menus: Offer dishes prepared from organic and local produce to support local producers and reduce carbon footprint. 

Example : Hotel Soneva Fushi in the Maldives offers a menu made entirely from local and organic produce.  

• Reduce food waste: Use inventory management software to reduce food waste, and work with associations to redistribute surpluses. 

Example : The Accor hotel group uses Winnow software to reduce food waste in its kitchens. 

Eco-Responsible Construction 

• Sustainable materials: Use sustainable and recycled building materials when renovating or building. 

Example : The QO Hotel in Amsterdam was built using sustainable, recycled materials such as recycled concrete.  

• Eco-certifications: Obtain certifications such as LEED (Leadership in Energy and Environmental Design) to ensure that the hotel meets high sustainability standards. 

Example : The Proximity Hotel in Greensboro, North Carolina, is LEED Platinum certified for its exemplary ecological practices.

Employee well-being: CSR social initiatives within the hotel team 

Training and awareness-raising 

• Training programs: Offer ongoing training on sustainable practices and the importance of CSR. 

Example : The Hyatt hotel group offers regular training on sustainable practices to all its employees. 

• Involvement and participation: Involve employees in CSR initiatives to foster a sense of responsibility and ownership. 

Example : The Banyan Tree hotel encourages its employees to take part in ecological activities such as tree planting and beach clean-ups. 

Working conditions 

• Healthy working environment: Ensuring a safe and healthy working environment, with accident prevention measures. 

Example : The Four Seasons Hotel offers its employees wellness programs, including yoga classes and health assessments. 

• Equity and diversity: Promoting equal opportunity, diversity and inclusion within the team. 

Example : Marriott International's inclusion and diversity policies have created a multicultural and inclusive team. 

Guests and community: the social impact of a hotel's CSR initiatives is felt beyond its walls. 

Raising customer awareness 

• Transparent communication: Inform guests of the hotel's CSR initiatives through brochures, websites and displays. 

Example : The Six Senses hotel informs its guests about its sustainability initiatives through information booklets available in every room. 

• Green loyalty programs: Implement loyalty programs that reward sustainable customer behavior, such as reusing towels or taking part in eco-friendly activities. 

Example : The IHG hotel group offers the "Green Engage" program, where customers can earn loyalty points by choosing to reuse their towels and sheets. 

Community involvement 

• Local partnerships: Working with local associations on community projects such as beach clean-ups or tree planting. 

Example: The Ritz-Carlton hotel regularly organizes beach clean-ups and tree-planting projects in collaboration with local associations. 

• Responsible events: Organize or support cultural, sporting or educational events that have a positive impact on the local community. 

Example : The Fairmont Hotel organizes educational events to raise awareness of environmental issues in the local community. 

A hotel's CSR initiatives must be continuously evaluated and improved. 

Performance indicators 

• Performance monitoring: Use key performance indicators (KPIs) to track progress in sustainability and identify areas for improvement. 

Example : The Scandic hotel uses KPIs to track its energy and water consumption and CO2 emissions. 

• Annual reports: Publish annual reports on CSR actions and results to ensure transparency and commitment. 

Example : The Hilton hotel group publishes an annual sustainability report detailing its CSR initiatives and progress. 

Audits and certifications 

• External audits: Use external auditors to assess CSR practices and obtain recognized certifications. 

Example : The Park Hyatt hotel is regularly audited by external bodies for its sustainable practices and has obtained several certifications. 

• Continuous improvement: Use audit results to make ongoing improvements to hotel practices. 

Example : The InterContinental hotel group uses the results of its CSR audits to identify areas for improvement and implement corrective actions. 

By following this advice, hotels can not only reduce their environmental and social impact, but also strengthen their brand image and competitiveness in the marketplace. Implementing an effective CSR strategy is an investment in the future, benefiting the hotel, its guests, employees and the community. 

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