5 Global Hotel Trends Shaping the Future of Impact Tourism
By Jessica Blotter
Prior to the pandemic in 2019, the hotel and tourism industry was breaking unheard-of records. 1.4 billion travelers took trips and 1.8 billion international arrivals were expected by 2030 according to the UNWTO. It was the golden age of travel that we hadn't seen since before the economic crash in 2008.
With that incredible, unchecked growth, however, we were heating up the earth and accelerating the impact at the same rate.
Then the world took a big pause to the turn of a $4.5 trillion loss to the travel industry, according to the World Travel & Tourism Council's (WTTC) annual Economic Impact Report (EIR).
Now that people are back traveling close to pre-pandemic times, there is plenty of unharnessed potential to start back with a purposeful approach, especially in the hotel sector. As local businesses and stakeholders in the community, it's imperative to be tuned into initiatives that positively affect communities and simultaneously create a value-add for hotel guests. After all, the well-being of destinations rely heavily on the businesses that benefit from it.
Alarming statistics like "only $5 of every $100 spent from International travelers in developing countries stay in the community visited" (Source: UNWTO) are disheartening, but they are a benchmark for us to leap over with contribution from more conscious businesses. Unlocking the key to making sustainability a core value in every business and part of the business model would be a lofty goal but it's more important than ever with the consumer shifting sentiment to help justify the means. During the global shutdown, we all had the opportunity to reflect, and it allowed many businesses to look at travel through a new lens - how can we be a force for kindness that considers the health and well-being of local communities, the environment, and individual wellness?
As the CEO and co-founder of Kind Traveler, the first socially conscious Give + Get hotel booking platform, and a Board Director of Center for Responsible Travel (CREST), my vantage point gives me hotel insight, consumer data, and sustainability leadership perspectives. At this important juncture, we felt it was important to develop the first annual Impact Tourism Report to identify opportunities for hotels and shine a light on the good work already being done.
Where Do We Go from Here?
In the 2022 Impact Tourism Report we interviewed 64 partner hotels, charities, and destinations in 16 countries to uncover 10 trends that are shaping the future of impact tourism. The top takeaways from the report stem from the travel industries' renewed interest in sustainable & regenerative travel and community-driven initiatives.
Additionally, survey results from 1,014 respondents in the Global Traveler Survey by Kind Traveler concluded:
- 96% of respondents noted that it's important (noted either slightly important, fairly important, important, or very important) that their travel dollars are making a positive impact in the places they visit.
- 48% stated that choosing accommodations that are sustainable and socially conscious is the hardest part about traveling sustainably.
- 37% stated that reducing or eliminating their carbon footprint was the hardest.
Here's a look at five (of the 10) trends shaping the impact tourism industry:
1. Hotels Innovate Creative Ways to Motivate Giving
Hotels are becoming more socially innovative to encourage philanthropic and sustainable efforts amongst guests. By integrating give-back initiatives to regenerate local communities into guest experiences on-site, sustainable purchasing, recommending attractions in destinations that are connected to the community and environmental impact, and creating partnerships with charities that advance community and environmental initiatives, hotels are advancing charitable efforts connected to sustainable tourism solutions.
Examples range from philanthropic partnerships to climate-neutral stays, sustainability tours, educating guests, philanthropic clubs, sharing sustainable packing tips, and even giving back through pet fees.
SCP (Soul Community Planet) Hotels, National/U.S.
SCP Hotels, with locations in five U.S. destinations and a 2022 Skift Ideas Award Winner, has its trademark Every Stay Does Good® program. Every booking delivers measurable, positive impacts to the world through its charitable partners aligned with its core values. To date, more than 51,000 adolescents have been helped through SCP's partnership with WE Well-Being, with every guest staying at an SCP Hotel providing one adolescent with well-being tools and resources to build life-long mental health skills. As another example, more than 60,000 trees have been planted in unnaturally deforested areas thanks to its partnership with One Tree Planted.
CERVO Mountain Resort, Zermatt
With 95 percent of its energy requirements sourced geothermally, CERVO Mountain Resort, at home in the combustible engine-free town of Zermatt, takes climate neutrality a step further. Through a partnership with myclimate, a provider of CO2 offsetting and consulting, guests have an opportunity to offset the CO2 emissions of their stay. "Whenever guests compensate for the CO2 of their stay with us, we double the donation amount the guest pays. The compensation has to be removed from the booking by the guest, it is on by default," shares Ilona Jeckelmann, Project Digital Marketing Manager of CERVO Mountain Resort. "We also provide our guests with reusable water bottles during their stay, so they don't have to use PET bottles – and do the same with reusable bags by providing them in each room." Lastly, 10 percent of water sales are donated to the Water is Right Foundation.
JOALI Maldives
Designed as a luxurious art-immersive island retreat created in collaboration with world-renowned artists and local artisans, JOALI Maldives, an Earth Check Certified property, conducts regular sustainability tours to educate its guests on sustainability programs at the resort.
Earth Lab at Six Senses Ninh Van Bay, Vietnam
2. Transparency for Guests Required
From water & energy conservation measures, zero waste and responsible recycling efforts, involvement in community environmental and charitable projects, and the sourcing of local products, guests are becoming more and more inquisitive about the sustainable operations and partnerships hotels have in place and are requesting transparency in sustainability efforts.
MacArthur Place, Sonoma
In Sonoma, California, Liddy Parlato, Creative Strategist & Brand Manager of MacArthur Place, shares, "Guests are concerned about water and energy conservation measures on property. They also want to know that both culinary ingredients and products in the property's outlets are sourced from local, sustainable, and/or biodynamic sources."
Six Senses Ninh Van Bay, Vietnam
At Six Senses Ninh Van Bay, guests are mostly concerned about the hotel's efforts to support both the environment and community. "We have Earth Lab, a place where we showcase our sustainability initiatives to the guests and they can also join the recycling workshop with us," shares Emmy Nguyen, Regional Director of Sustainability at Six Senses Ninh Van Bay.
Legacy Vacation Resorts, National/U.S.
"Guests are mostly asking about environmental sustainability," shares Lisa Williams of Legacy Vacation Resorts, a Certified B-Corporation. With properties in four U.S. locations, she shares, "Guests ask questions around what steps are being taken on the property to limit negative impact. Our script in return is that we have no single-use plastics on the property, offer the 1% For the Planet donation to every guest with our company's donation, a guest-share program for beach items, refillable water bottles given to all non-owner guests with two refilling stations on property." They also have solar panels being installed on their roof at the Indian Shores office location and plant to mention such initiatives as well in their sustainability messaging to guests.
Wynn Las Vegas & Encore Resort
"More than ever, our guests care about having waste managed responsibly. At Wynn Las Vegas, we go beyond offering recycling bins to guests, instead we maximize landfill diversion by taking ownership of sorting recycling ourselves. Our efforts diverted 38 percent of waste from the landfill in 2020 and we aim to increase this number through specialized recycling programs and reducing single-use plastics," shares Christine French, Hotel Marketing Manager of Wynn Las Vegas.
Mountain Shadows Resort Scottsdale
Guests are most concerned about water bottle usage and refill stations at Mountain Shadows Resort Scottsdale. "Our resort provides water bottles upon request, but we have installed multiple filtered water stations around the property to try to reduce the overall amount of water bottle plastic being placed in landfills while trying to recycle as many as possible that are used," states Jesse Thompson, General Manager of Mountain Shadows Resort Scottsdale.
JOALI Maldives
At JOALI Maldives, guests are asking about community engagement and charitable initiatives. "During Festive 2021-2022, JOALI Maldives organized two major community projects. Last December, we donated to three Women Development Committees in nearby islands in Raa Atoll to foster community engagement and women empowerment. In January this year, we supported three non-governmental organizations, with the support of our guests and team members," states Ibrahim Nawaf, CSR/Sustainability Manager of JOALI Maldives.
Nonprofits such as Tahoe Fund focus on the well-being of the destination by funding environmental projects that protect the Lake Tahoe Basin
3. Hotels + Local Charities as Catalysts for Destination Well-Being
From advancing the sustainable and regenerative mission of destinations, strengthening the future labor force, supporting the needs of locals, preserving culture, advancing DEI (diversity, equity, inclusion) initiatives, protecting wildlife and habitats, and funding various environmental projects, hotels see the health and wellbeing of destinations woven into the mission of charitable organizations.
Virgin Hotels – National/U.S.
"Supporting organizations that assist the local community is a key pillar for us and one we take very seriously," shares Ana Lanzas, Director of Communications & Social Media of Virgin Hotels. "At Virgin Hotels Dallas, we partnered with Cafe Momentum transforms young lives by equipping the community's most at-risk youth with life skills, education, and employment opportunities to help them achieve their full potential."
Stonefield Villa Resort, Saint Lucia
"Helping children in need with food and education supplies will assist in strengthening the quality of the future labor force that will support travel and tourism to Saint Lucia," shares Cybelle Brown, Sales & Marketing Director of the women-owned and women-led Stonefield Villa Resort.
Red Carnation Hotels, Global
"In Africa, we work closely with Wild Entrust Africa on the Village Greens community garden project and protect a herd of Cape Mountain Zebras in partnership with the Cape Leopard Trust," states Suzie Thompson of Red Carnation Hotels.
Edgewood Tahoe Resort
"Nonprofits such as Tahoe Fund focus on the well-being of the destination by funding environmental projects that protect the Lake Tahoe Basin," shares Brittani Schue of Edgewood Tahoe Resort.
The Palms Hotel & Spa, Miami Beach
In Miami Beach, Tanja Morariu of The Palms Hotel & Spa shares: "All environmental non-profits, including Surfrider Miami, for example, put pressure on the government and the community to fix things that are deteriorating the environment. It was the non-profits that raised their voices for change after the fish kill in Biscayne Bay in 2020, or when the City of Miami Beach was considering renewing their contract with Pepsi the non-profits raised their voices regarding the litter, and microplastics issue arising from disposable plastics, and the City reconsidered. Non-profits also serve as educators for the community."
Ladera Resort in St. Lucia has its own Ladera Green Team and has spent decades contributing to its community, including building two schools for the children of employees.
4. Opportunity for Hotels to be Regenerative Powerhouses
From doubling down on renewable energy, going plastic-free, responsible recycling, zero-waste, and zero-carbon initiatives cultivating biodiversity, supporting local artists, charitable donations, workforces that volunteer, guest engagement in sustainable activities, and equipping local workforces, hotels can be regenerative powerhouses in communities.
Lumière with Inspirato, Telluride
"Lumière with Inspirato was a key driver initiating a 'first job' apprenticeship for high school students to get their first experience working in a professional setting," shares Bas Afman, co-owner of Lumière with Inspirato.
Ladera Resort, Saint Lucia
Ladera Resort in St. Lucia, a Green Globe Certified property situated on a 17-acre UNESCO World Heritage Site, has its own Ladera Green Team and has spent decades contributing to its community. "We have built two schools, where the children of our employees go," shares Christian Gandara, General Manager of Ladera Resort.
Terranea Resort, Los Angeles
Terranea donates partially consumed, wholly usable toiletries to the Midnight Mission in downtown Los Angeles. Since it started this program, Terranea has diverted over 3,500 pounds of toilet paper and 4,838 pounds of toiletry bottles from the landfill (4.17 tons total).
Wynn Las Vegas
Wynn Resorts donated over $23 million USD (globally) in funds and in-kind to charities, including $4.75 million in direct COVID-19 relief, nearly $1 million in food and meals, and over 2.5 million pieces of personal protective equipment. The Company procured personal protective equipment and hygiene supplies to dozens of health care facilities and local nonprofit organizations throughout Las Vegas and Boston. This includes more than 245,000 N95-equivalent respirator masks, 730,000 surgical masks, and 580,000 pairs of medical gloves to hospitals, nursing homes, and law enforcement agencies; $125,000 in Wynn Employee Foundation grants and $950,000 worth of food including 21,000 prepared meals to local food banks; and $100,000 in funds to domestic violence shelters.
Solar Panels At Hurawalhi Resort, Maldives
5. Measurable Sustainability Metrics: More Important Than Ever
To effectively communicate sustainability, impact measurement efforts must be in place to measure and report on both positive and negative impact. Measuring impact on-site at hotels, seeking sustainability certifications, and creating partnerships with non-profits are a few of the ways hotels can measure and celebrate impact initiatives. Certified B Corporations and on-site measurement of impact are two key ways to provide credible sourcing and benchmarks.
Legacy Vacation Resorts, U.S./National
Legacy Vacation Resorts is measuring both its environmental and social impact through several assessments. Through We Are Neutral, an environmental nonprofit that helps businesses and individuals understand, reduce, and offset their comprehensive carbon footprint and achieve carbon neutrality, they utilize a carbon footprint calculation and participate in offsetting efforts. Additionally, Legacy Vacation Resorts has attained B Corp Certification, a private certification of for-profit companies of their social and environmental performance with recertification every three years.
"Guests can see our B Impact Assessment (BIA) overview online, creating public transparency and accountability. Our Annual Benefit Report discloses our social purpose goals, reports on accomplishments in areas of community and environmental impact," shares Lisa Williams of Legacy Vacation Resorts.
Adrift Hospitality, Oregon & Washington
Rachel Schiff, Marketing Manager of Adrift Hospitality, a women-owned and Certified B Corporation, shares, "Becoming a Social Purpose Corporation and then a Certified B Corporation helped us measure our impact on our community, employees, and environment. We utilize our social media channels, newsletters, and company blog to communicate impact to our guests."
Kudadoo Private Island Maldives & Hurawalhi Resort Maldives
"With our heat recovery systems and solar paneling we are able to measure the power saved and the impact on the environment as well as make a visible difference from the island and beach clean-ups," shares Helen Julia Bolton of Crown & Champa Resorts. "We communicate our sustainability projects to the guests by social media, website, on-property with the solar panels being visible over the walkway to the 5.8 restaurants, composting in the gardens, and via the on-site marine biologist."
With the 2022 Impact Tourism Report by Kind Traveler free and available to all, we hope our research serves as a beacon of hope and a source of education, inspiration, and actionable business practices to drive positive impact.
If you've read this far, you're a part of the collective pool of stewards to create a better tomorrow. Sincerely, thank you!
