As the hospitality sector particularly in Europe seeks to enhance its social impact and reach the SDGs, there are valuable lessons to be learned from the gastronomic industry worldwide. Particularly, hotels can develop innovative business models that benefit their operations and contribute positively to their communities by working on product sourcing, collaborations, and measuring impact.
The gastronomic industry has increasingly prioritized local sourcing, emphasizing the importance of fresh, seasonal ingredients while supporting local farmers and suppliers. This is a behavior that goes from Europe, to Latin America, and North America. For example, Noma, a world-renowned restaurant in Denmark, showcases how local and sustainable practices enhance the dining experience while contributing to environmental and community impact. Noma sources ingredients from local farms and foragers, reducing carbon footprints and fostering community ties. Gustu in Bolivia revives local and ancient ingredients to develop a model of fine-dining while also educating local communities for a new generation of chefs. In the United States, Blue Hill at Stone Barns is part of a broader agricultural initiative that not only emphasizes local sourcing but also educates visitors about sustainable farming practices. They collaborate closely with local farmers, ensuring that their menu reflects seasonal availability while supporting the local economy.
But what can hotels learn from this? Hotels can adopt local sourcing strategies, especially in their food and beverage offerings. By collaborating with nearby farms and producers, hotels can provide guests with authentic local cuisine while minimizing transportation emissions. This practice has been shown to increase guest satisfaction and loyalty, as travelers increasingly seek sustainable and authentic experiences. Additionally, hotels could consider using local materials in their furnishings, bed linen, decorations, and construction materials, among others.
Collaboration is another hallmark of the gastronomic industry, where many restaurants partner with local nonprofits to address pressing social issues, such as food insecurity and homelessness. Comida Para Todos in Chile illustrates how food initiatives can provide meals while creating job opportunities, benefiting both the community and the participating businesses. In UK, The Real Junk Food Project, is a notable initiative where restaurants and cafés collaborate to combat food waste by preparing meals from surplus food donations. This initiative not only addresses food insecurity but also raises awareness about food waste in the community.
The hotel industry can embrace similar partnerships by collaborating with local organizations to implement programs that support vulnerable populations. For instance, The Hoxton Hotel in London partners with local charities to provide job training and employment opportunities to those experiencing homelessness. They also made part of the Stay the Night initiative whereby hotels offer unused rooms to homeless people during off-peak periods.
One of the challenges of adopting sustainability practices is to precisely measure their impact. In this regard, the gastronomic sector offers relevant insights hotels can learn from. For example, culinary programs that focus on training marginalized communities often measure success through job placements or skill acquisition. The World Central Kitchen offers an insightful example in this direction. Founded by chef José Andrés, the World Central Kitchen measures its impact by evaluating the number of meals served and the communities reached during disaster relief efforts. They use this data to continuously improve their programs and extend their reach.
Hotels can adopt similar frameworks to evaluate the effectiveness of their social programs. By implementing robust metrics to assess their contributions to community well-being, hotels can ensure their initiatives align with both corporate goals and societal needs. Additionally, hotel brands wishing to connect their guests to their local communities through social projects can also measure impact by looking at people participating in the program, time spent with the community, and donations. For instance, Accor has established specific metrics to measure the success of its social impact initiatives such as job creation for local communities, number of beneficiaries served through community programs, number of partnerships with local communities, among others.
The hotel industry stands to gain significantly by learning from the innovative business models employed by the gastronomic sector to create social impact. By focusing on local sourcing and sustainability, collaborating with local nonprofits, and measuring their impact, hotels can develop effective strategies that create lasting social impact. As travelers increasingly prioritize sustainability and social responsibility, embracing these lessons will not only enrich the guest experience but also strengthen community ties and drive positive change.