Hotels have taken steps towards sustainability, but real transformation requires engaging guests in more meaningful experiences that contribute to a larger purpose. Let’s embark on a journey together to discover what specific actions hotels should take to engage guests in experiences that inspire a ripple effect of positive change in both society and the environment.
Travel today isn’t just about reaching a destination; it’s about making choices that count. Sustainability has become a buzzword in tourism, fueled by the growing urgency to take action for a better world [1]. Hotels, in response, have adopted various eco-friendly practices – from conserving water and energy to encouraging reuse and recycling – and these efforts are commendable.
However, sustainability should be more significant than just a checklist of eco-initiatives. It’s about engaging guests on a deeper level. Can the hospitality sector go beyond the usual norms to create experiences that leave a lasting, positive impression on both the environment and society?
Changing ethical actions into memorable experiences
Recent research suggests a shift toward Ethically Meaningful Customer Experiences (EMCEs) that merge the concept of the experience economy with corporate social responsibility (CSR) [2]. EMCEs transform ethical actions into enjoyable experiences for customers, breaking the traditional view of sacrifice. These experiences not only meet customer desires for purpose but also fulfill societal expectations from the tourism and hospitality industry.
So, what should hotels be doing? It’s about engaging guests in a journey of learning and contribution to sustainability, making them feel part of a larger purpose. Educating guests about local culture or involving them in community projects can create meaningful experiences. For example, sourcing food locally reduces carbon footprints and supports farmers, providing guests with authentic culinary experiences.
An exemplary case is the Hotel Antumalal in southern Chile [4]. The hotel engages children in gardening activities, teaching them to make fresh salads and herbal teas. This simple yet effective experience not only delights the children and their parents but often inspires families to start their own home gardens, fostering a culture of sustainability beyond the hotel walls.
However, there’s no one-size-fits-all approach to sustainability. Each hotel must tailor its practices to its unique context. It’s about creating a ‘Net Positive Hospitality,’ where hotels give back more to the environment and society than they take [5]. This approach can create a ripple effect of positive change, making every guest experience genuinely meaningful.
Conclusion
In summary, sustainability in hospitality isn’t just about saving resources; it’s about creating experiences that inspire change. Hotels have the power to turn stays into educational and transformative moments that contribute to a healthier planet and a fairer society. It’s time to transform hospitality, one meaningful experience at a time!
Join the Conversation:
We would love to hear your thoughts on this topic. Please share your insights about these 2 questions in the comment section below:
- What defines a truly meaningful guest experience for you?
- Have you encountered remarkable examples of sustainable hospitality that left a lasting impact?
Australian Hospitality Alumni Network Vietnam 