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What are effective strategies for the hospitality industry to engage in philanthropy?

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The hospitality industry is one of the most affected by the COVID-19 pandemic, but also one of the most generous in giving back to the communities and causes they care about. Philanthropy is not only a moral duty, but also a strategic advantage for hotels, restaurants, and travel agencies that want to build trust, loyalty, and reputation among their customers and stakeholders. In this article, we will explore some effective strategies for the hospitality industry to engage in philanthropy, based on the latest trends and innovations in the field.

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Debbie Haski-Leventhal

Purpose Leader | Inspirational speaker | Best-selling author | Awarded Professor of CSR | MBA Director | TED Speaker
Guillermo de Haro Rodríguez
Cécile Mériguet ??

Directrice Associée - Spiriit, Agence digitale & e-commerce

1 Align with your mission

One of the first steps to design a successful philanthropic strategy is to align it with your core mission, values, and brand identity. This will help you to choose the causes and partners that resonate with your purpose, vision, and culture, and to communicate your impact in a consistent and authentic way. For example, if your mission is to provide memorable experiences for your guests, you could support initiatives that promote culture, education, or wellness in your destinations.

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Guillermo de Haro Rodríguez
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Alinear la visión con la estrategia en filantropía requiere un enfoque holístico que integre los objetivos filantrópicos con la misión, los valores y la estrategia de negocio de la empresa. Esto no solo mejora la imagen de la marca y fortalece las relaciones con los stakeholders, sino que también contribuye al bienestar de la comunidad y al desarrollo sostenible. Entender quiénes son los stakeholders y cómo la filantropía puede afectarlos o beneficiarlos es clave. Finalmente, los programas filantrópicos deben dise?arse desde la visión para alinearse con la estrategia de negocio de la empresa, por ejemplo con iniciativas de turismo sostenible o programas de capacitación y empleo para comunidades locales.

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Cécile Mériguet ??

Directrice Associée - Spiriit, Agence digitale & e-commerce
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Le facteur clé de succès d'une telle stratégie est la sincérité ! Des actions philantropes ne sont efficaces que lorsqu'elles sont le prolongement de la vision de l'entreprise et de son dirigeant.

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Stéphanie Berthou

??Conseil en communication événementielle ? Organisation d'événements ?? Correspondante Medias ??
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L’alignement avec les valeurs et son ADN est la pierre angulaire, pour le choix de la mission mais aussi pour le choix des ambitions, des stratégies de partenariat, et bien évidemment de la communication

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2 Involve your stakeholders

Another key element of a effective philanthropic strategy is to involve your stakeholders, such as your employees, customers, suppliers, and investors, in your giving decisions and actions. This will help you to create a sense of ownership, engagement, and collaboration among your internal and external audiences, and to leverage their skills, resources, and networks for your philanthropic goals. For example, you could create a matching program that doubles the donations of your staff or guests, or you could invite them to volunteer for your partner organizations.

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Debbie Haski-Leventhal

Purpose Leader | Inspirational speaker | Best-selling author | Awarded Professor of CSR | MBA Director | TED Speaker
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It is high time we moved beyond involving guests in sustainability efforts by asking them not to wash their towels. Employees, guests, and other stakeholders are highly engaged in sustainability matters, and it is wise to involve them. One of the best examples I have seen was the Conscious Hotel in Amsterdam, where the hotel did so much to address its sustainability, from water pressure to zero waste breakfasts. Everything was communicated with guests in the most effective and even humorous way.

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Cécile Mériguet ??

Directrice Associée - Spiriit, Agence digitale & e-commerce
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Bien plus qu'une stratégie de communication, la stratégie philantropique est d'abord et avant tout un ciment interne et fait partie prenante de la stratégie RSE d'une entreprise. Les partis prenantes sont souvent celles qui auront les meilleures idées et porteront les actions. Car il ne suffit pas de décider de la stratégie, il faut ensuite l'animer et la faire vivre dans le temps.

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3 Innovate your approach

A third way to enhance your philanthropic strategy is to innovate your approach, by adopting new methods, tools, and platforms that can increase your efficiency, effectiveness, and transparency. This will help you to optimize your resources, measure your outcomes, and demonstrate your accountability and credibility to your stakeholders. For example, you could use blockchain technology to track and verify your donations, or you could use social media to showcase your stories and achievements.

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4 Diversify your portfolio

A fourth strategy to improve your philanthropic performance is to diversify your portfolio, by supporting a range of causes and organizations that reflect your values and interests, and by using a variety of instruments and mechanisms that suit your capabilities and needs. This will help you to spread your risk, broaden your impact, and adapt to changing circumstances and opportunities. For example, you could support local and global causes, or you could use grants, sponsorships, or in-kind donations.

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Cécile Mériguet ??

Directrice Associée - Spiriit, Agence digitale & e-commerce
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Le choix des actions à mettre en place doit être porté par leur cohérence, pas par un souhait de diversification. Par ailleurs, elles doivent être comprises en interne comme en externe pour ne pas être mal interprétées.

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5 Learn from others

A fifth and final strategy to advance your philanthropic practice is to learn from others, by seeking inspiration, guidance, and feedback from experts, peers, and beneficiaries in the philanthropic sector. This will help you to benchmark your progress, identify best practices, and address challenges and gaps in your approach. For example, you could join a network or association of hospitality philanthropists, or you could conduct surveys or interviews with your partners and recipients.

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Serge Gras

Agitateur d'Intelligence Collective pour la croissance raisonnée et pérenne des entreprises.
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3 exemples pratiques pour s’engager dans une stratégie philanthropique: Identifiez la mission de votre entreprise en envisageant son impact sociétal.Une manière efficace d'y parvenir consiste à se demander : si notre entreprise n'existait pas, quel manque comblerait-elle dans son environnement socio-économique ? En répondant à cette question, on se dote d'une vision claire de notre contribution potentielle. Impliquez vos collaborateurs dans des actions philanthropiques en leur offrant du temps dédié pendant leurs heures de travail, favorisant ainsi leur engagement sincère Sollicitez leurs idées pour des initiatives philanthropiques significatives, renfor?ant ainsi leur sentiment d'appartenance et leur motivation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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MOHAMED BEN SLIMA

CEO as a service, Business Development Coach, Supply Chain Consultant, Startup Mentor
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L'industrie h?telière doit également considérer l'inclusion sociale en favorisant la diversité dans le recrutement, Pour cela , elle peut mettre en ?uvre des politiques de recrutement inclusives. Cela implique d'éliminer les préjugés inconscients, d'adopter des critères de sélection objectifs, et de promouvoir activement l'égalité des chances. La sensibilisation à la diversité, la formation du personnel sur l'inclusion, ainsi que la création d'un environnement de travail accueillant pour tous sont essentielles. La collaboration avec des organisations et initiatives favorisant la diversité peut également enrichir le pool de talents et renforcer la représentation au sein de l'entreprise.

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What are effective strategies for the hospitality industry to engage in philanthropy?

1

2

3

4

5

6

1 Align with your mission

2 Involve your stakeholders

3 Innovate your approach

4 Diversify your portfolio

5 Learn from others

6 Here’s what else to consider

Philanthropy

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What are effective strategies for the hospitality industry to engage in philanthropy?

1

2

3

4

5

6

1 Align with your mission

2 Involve your stakeholders

3 Innovate your approach

4 Diversify your portfolio

5 Learn from others

6 Here’s what else to consider

Philanthropy

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