Engaging your local community

Written in collaboration with Impulse and NotOnMap

 

Local community

As players in the tourism and hospitality industry, our actions have a significant impact on the socio-economic development of the places we operate in, from the jobs we create to the resources our businesses consume – both natural and social.

Whether yours is a chain hotel, a privately-owned apartment, or anything in between, engaging your local community is a crucial step toward socio-economic sustainability. By treating local stakeholders as equal partners so your business model protects and supports their livelihoods and wellbeing, you can create important mutual long-term benefits.

Socio-economic sustainability creates thriving societies supported by businesses with a firm foothold in the local economy. This section explores how community engagement promotes this goal, its benefits, and how you can start to engage your local community.

Four benefits of engaging your local community

 

1. It strengthens the foundation of your business

Engaging your local community creates a matrix of interdependent, mutually beneficial businesses. Empowering and employing local talent creates jobs and income, and builds out a pool of talent that can in turn support your business in the future. On a large scale, a stronger workforce is an important asset for your business’ long-term sustainability.

2. You’ll stand out to travelers looking for authentic experiences

The majority of travelers (66%) want to have experiences that are representative of the local culture and to leave the places they visit in a better state than when they arrived (59%). In fact, one in four say they’re willing to pay more for activities that ensure they’re giving back to local communities. Offering experiences in your community is a great way to set yourself apart, while shining a light on local businesses. So is prioritizing locally made products at your property.

3. It supports your broader sustainability efforts

Treating your local community as your stakeholder also facilitates the protection and regeneration of the environment you’re operating in – a goal you certainly can’t achieve in isolation. Consulting or involving members of your local community gives you access to diverse perspectives and expertise, which you can leverage when developing strategies to pursue your broader sustainability goals. Take Playa Viva, a boutique hotel in Mexico, as an example. The resort takes a regenerative approach to business, using only local materials for construction. The hotel also supports healthcare and educational programs for the local community, and through community engagement, plays an important role in the ongoing regeneration of the social and ecological systems in which it’s based.

4. You’ll build trust and strengthen your reputation

The Lemon Tree Hotels group has a policy of hiring 20% of its employees from marginalized groups in its communities. These include differently abled people, transgender people, and women ostracized by their communities. This inclusive policy won it an award in 2019 and has contributed to a strong brand image and international visibility. Playing an active part in your community’s development embeds your business in the fabric of society. You’re part of important conversations and decisions, and you can build a strong and trustworthy reputation – an enormous asset to a business in the long term.

Local community

How to start engaging your local community

 

Source locally

The easiest way to start engaging your local community is to use it to meet your supply and service needs. Take inventory of the products and amenities at your property to see whether there are local businesses that can supply those to you. Perhaps there’s an opportunity to switch from a wholesale supplier to a community-based initiative. Consider how you can incorporate community-based products or creations into your decor, interior design, or guest services.

Develop an impactful hiring policy

Hiring locally is another way to engage your local community. It’s also an opportunity to address secondary social issues where they exist. For example, are there marginalized groups you could give employment opportunities to? Can your hiring policy start a larger conversation about diversity and inclusion? Remember that your property can also support the personal development of local community members. Pay attention to the opportunities available to local employees versus international employees to enter into management positions. Offering training enables employees to build skills that can help them further their career opportunities.

Empower other local entrepreneurs

Consider the services and experiences booked by your guests outside your property. Understanding the ownership structures of tour operators, restaurants, shops, and attractions can help you support other local entrepreneurs. You might consider selling locally made crafts in your gift shop, for example, or advertising local tour guides who work and live in the community. Connect with other businesses and organizations in your local tourism and hospitality industry to see if there’s a way you can better collaborate.

Offer guests opportunities to engage with local culture

Engaging the local community is a great way to create more authentic experiences for your guests. Provide information on the local ecosystem, heritage, and culture, or go one step further and facilitate your guests’ immersion in all of this through excursions into the community or environment. Also consider:

  • Organizing meals or cooking workshops at a local’s home
  • Organizing cultural performances by local artists
  • Curating special tours, for example, of the local architecture, farms, or villages
  • Organizing visits to festivals and local events

Champion your community

Your property or chain is also a platform you can use to champion your community. Advertise local businesses, share local art, and prioritize raising awareness for community engagement. Support your community by investing in it financially – whether through projects, funds, or even individuals.

Show travelers what you’re doing

Share your community engagement efforts with travelers on our platform by updating your facilities. This is a great way to showcase your business values and stand out from the crowd, especially to travelers who are actively searching for more sustainable, regenerative travel opportunities.

Have you implemented any of these practices to support your surrounding area or community?

You invest a percentage of revenue back into community projects or sustainability projects
You offer tours and activities organized by local guides and businesses
You offer local artists a platform to display their talents
You provide guests with information about local ecosystems, heritage, and culture, as well as visitor etiquette

Discover our other sustainability guides:


 

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