A hotel and its community prosper alongside one another. Hotels that form local partnerships and appeal to residents support the community, and a thriving community attracts more visitors. Participating in ESG (environmental, social, and governance) initiatives in your area not only contributes to the community’s success but shows guests that you care about more than your bottom line. 

Here is what you can do for your community…and what you can encourage your community to do for you. 

Hire Local

Inject money back into your community by hiring locals. On the community side, people are more likely to stick around if there are jobs available, while on the hotel side, local staff are more knowledgeable about the area. 

Buy Local

A hotel needs supplies to keep it running, and supply chain issues are less likely if that chain is right in your backyard. Are there nearby farmers and other suppliers you can purchase from? Sourcing locally-produced food contributes to the literal local flavor of your hotel and reduces your environmental impact. 

Buying locally crafted furniture and decor will help your property stand out from the cookie-cutter crowd. Supporting local artisans not only puts money back into the community but helps create an authentic stay experience. When people stay in the Northwest, they want to feel like it’s the Northwest. 

Create Co-working Spaces

Since the pandemic, zoom calls and sweatpants have become a staple of office culture with 12.7 percent of full-time employees working fully remote and another 28.2 percent partially remote. Providing a co-working space enables these workers to leave their house without coming into the office. They can enjoy a change of scene, a little socializing, and a classy zoom background (even if they do at least have to put on jeans). 

A co-working space is a low stakes way to introduce your hotel to your community and boost ancillary revenue. People pay a small amount for a table and coffee, then trust your hotel when it’s time to really open their wallet, say if they’re planning a staycation or recommending where their in-laws should stay. 

To create an appealing co-working space, you need comfortable seating, good refreshments, and of course, fast Wi-Fi. You should also grant access to other hotel amenities like the gym and pool. Plenty of people sneak a quick workout at lunch. And speaking of lunch… 

Rev’ Up Your Restaurant

Everyone loves a good place to eat, and a restaurant serves a similar function to your co-working space: boosting revenue while enabling the locals to sample your hotel. 

Opening a restaurant could be a good idea if there’s a strong community to support it, i.e., if your town doesn’t empty when the tourists leave, and you have the initial capital to invest. Study your market as well. Is there room for another place to eat? 

Host Events

Host events and activities such as open mic nights, networking cocktail hours, and band performances. These events not only support regional talent, but they create a reason for the locals to wander in and open their wallets while appealing to out-of-town guests who want to experience life as a local. This could enhance your unique selling proposition, so check out your area’s event scene and see where your property could fit in. 

Holidays are always a great excuse to put on something special. What about an Easter brunch or a Mother’s Day spa package?

Build Community Partnerships

As wonderful as your hotel is, your guests will eventually want to venture outside to sample what’s going on locally. Partner with activity providers, attractions, and restaurants to make your guest’s stay extra special. Discounts are an advantage, but so is convenience and peace of mind. Create activity packages that take care of all the details. Community partnerships can help set your property apart. Is there an experience you can arrange that wouldn’t ordinarily be available? 

Partnerships also increase your marketing opportunities and brand visibility. You can promote each other on social media and even write guest blogs for one another (a blog is a great way to boost your SEO!). 

Appeal to Staycationers

Not everyone wants to hop on a plane for their anniversary weekend (the weekend will be half over by the time the plane lands). There’s a market for shorter, closer getaways and boutique experiences. These guests may also prove to be the most reliable. Think about it. Which is easier to do again, a short car trip or an international flight?

Staycations also appeal to travelers looking to decrease their carbon footprint. They can take the getaway without the guilt. 

For staycationers, the attraction is your hotel itself as they can drive to your area anytime. What experiences and amenities can you provide to make the guest feel special even when they’re close to home? 

Collect data on your local guests to discover what demographics they fit into and what they’d most appreciate, then implement those offerings. Good food is always a winner (see above), and wellness and sleep tourism are on the rise as well, with 94 percent of vacationers practicing self-care on their trips. 

Give Back

Being a part of your community involves supporting that community in turn. What charitable causes can you contribute to? For instance, some hotels donate leftover (but still perfectly edible) food to their local food bank. Environmental initiatives are important as well; consider how your hotel could support local conservation efforts. Bring out the community spirit in your employees by offering a paid volunteering day.

Such contributions make your community a better place and make a good impression on guests. Seventy percent of consumers purchase from brands that exhibit their values. 

If you have the right setup, you can even involve the guests in your efforts. As of 2019, 27 percent of US tourists planned to volunteer on vacation. Just make sure that your guests aren’t taking jobs from the locals and that they’re qualified to do the work (volunteer neurosurgery won’t go well!). 

Encourage Guests to Be Good Guests

There’s not much you can do if a guest is so entitled they carve their initials into the Leaning Tower of Pisa (other than put them on your banned list), but you can nudge many to be their most considerate selves while traveling. Educate guests on the cultural norms of your area and any regulations they should know. 

Engaging with your community helps both your community and your business to thrive, creating a vibrant destination that attracts guests. So reach out, get involved, and prosper together!