The hospitality industry provides an incredible amount of social support with national, regional, and local community initiatives. Yet, how many consumers know what the franchises stand for and what they have contributed to society?
Large hotel chains should turn to sports organizations such as the NBA to learn how to tell their unique story. Anyone who has watched the NBA Finals this year should have seen a commercial spot on the NBA Cares program. Not only does the NBA understand its responsibility to contribute to the community, but it understands the importance of getting the message out about what it is doing and how it is making a difference. Consumers learn about the organization’s outreach on television and can easily access more information online. The NBA’s website has a link on the main page to the NBA Cares outreach program. In addition, fans can lookup their favorite team to see their specific community involvement. An entire page is dedicated to each team and has a community calendar, recaps of past events, and contact information. The WNBA has a WNBA Cares webpage as well, with a link on their main navigational menu.
Apart from the amazing support the hospitality industry provided to the cities ravaged by Hurricane Katrina, consumers know little about the vast humanitarian efforts the industry provides or the values of the individual hotel chains. It is imperative for hotel brands to be champions of their own community efforts and get their story out. While owning and operating efficient and well-furnished and maintained properties can help the bottom line in the short term, the companies that connect emotionally with consumers will generate long term loyalty and set themselves apart with their values. The feel-good, emotional connection that can be created when a company’s values and actions resonate with those of consumers is the strongest link in customer loyalty, and in today’s market, that loyalty is extremely hard to obtain.
Hotel chains should seek these emotional connections and integrate their values in their marketing efforts. Advertisements and campaigns based primarily on upgraded mattresses and 300+ thread-count bedding aren’t compelling and will soon get stale to consumers.
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The following is a brief overview of what four of the top hotel groups stand for and support.
Hilton- The Conrad N. Hilton Foundation supports: safe water development in Africa and Mexico, blindness-related services & prevention, housing for the mentally ill homeless, the global work of the Catholic Sisters, early childhood development, substance abuse prevention, and hotel & restaurant management education. The Hilton Family College Portal has a list of several organizations Hilton supports such as: Susan G. Komen Breast Cancer Foundation, Children Affected by AIDS Foundation, Teach for America, and Habitat for Humanity, among others.
Marriot- Marriott’s “Spirit to Serve” programs & activities support four key areas: career opportunities, family services, community partnerships, and associate involvement in the local community. Involvement and organizational support includes: Marriot Foundation for People with Disabilities, Children’s Miracle Network, America’s Promise, Pathways to Independence, American Red Cross, Habitat for Humanity, America’s Second Harvest, United Way.
InterContinental Hotels Group social responsibility supports five key areas: children, diversity, education, environment, and well-being. Works with organizations such as: UNICEF, Big Brothers Big Sisters of America, Give Kids The World, United Negro College Fund, American Hotel & Lodging Educational Foundation, C.A.R.E, Arthritis Foundation, and The American Red Cross.
Starwood Hotels & Resorts focuses its charitable giving in the concentrated areas of education, children, health-related causes, cultural institutions, humanitarian projects, and varied diversity partnerships. Starwood’s commitment to community supports its employee service program (StarCare for the Community) and other organizations such as America’s Promise - The Alliance for Youth, City Cares, Habitat for Humanity, Junior Achievement, and the Juvenile Diabetes Research Foundation.
