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Good Citizens Do Good Business Here's why starting a corporate responsibility program is in your business' best interest. Thursday, May 17, 2012 Francine Cohen

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Good citizen. It may be a stiff and old fashioned sounding term, like something conjured up by a 1950s kindergarten teacher whose star five year old pupil beams proudly upon being bestowed the honor, but it means something and carries real weight even now in 2012.

In today's competitive business environment a visible commitment to being a good citizen is what sets some hotel brands apart; making their properties ones that guests want to visit, employees proud to work at, and communities glad to have in their midst.

Companies that truly put their money where their mouth is, and do more than just pay lip service by tossing around the corporate responsibility term and others that have become part of the hospitality lexicon, like "artisan", "localvore", and "greening", are leading example.

Brigitta Witt, VP of Corporate Responsibility for Hyatt, describes her company's commitment as delivered by Hyatt’s global corporate responsibility platform, Hyatt Thrive, as she explains, “Hyatt Thrive is a true reflection of the critical issues that directly impact our hotels, our associates and our communities around the world. In fact, we began formalizing our CR commitment by conducting a global materiality analysis with leading sustainability consultants, Business for Social Responsibility (BSR). Working with executive leadership and individual associates from around the world, we turned a critical eye on current and future issues affecting our business and principal stakeholders, including our guests, our associates, owners, and neighbors."

She continues, "While the framework of Hyatt Thrive is global, the execution is hyper-local. It reflects Hyatt’s belief that no one better understands a community’s most pressing issues – and their solutions – than those who live and work there. Recognizing that community needs in Albuquerque are vastly different from those in Amman, we've given Hyatt Thrive the balance of focus and flexibility to maximize local efforts and create a significant global impact. Hyatt Thrive harnesses the power of more than 90,000 Hyatt associates at over 480 properties around the world, to focus on positive local efforts that create a significant global impact.

To achieve our goals, Hyatt Thrive focuses on four areas that we believe are essential to a thriving community:
· Environmental Sustainability
· Economic Development & Investment
· Education & Personal Advancement
· Health & Wellness

Each one of these arenas is of great interest to a large number of hotel employees who are committed to doing more for their community than just showing up for work every day and maybe helping to stimulate the local economy by shopping in neighboring stores. There's great opportunity to do so much more.

Rachel Harrison, Communications Director for Andaz New York, went outside her hotels’ walls and got involved in Share Our Strength's annual fundraising effort, Taste of the Nation NYC, helping. Her dedication helped to raise over $202,000 that supports the effort to end childhood hunger across America. She remarks, "Because Andaz works very hard to support local farms and farmers and focuses heavily on its culinary programs, a philanthropy that is working to banish hunger in the U.S. seemed to be a perfect fit with the Andaz ethos."

She continues, "Donating time, creativity and whatever resources I have available is the least I can do to help make a positive difference in the world. Andaz Wall Street and Andaz 5th Avenue are a part of Taste of the Nation as well. The spirit of community, supporting local communities and bringing people together are true to the Andaz ethos, so it was only natural to become a part of this great cause."

Taking up the causes that matter most to local communities is the way to a better existence. For all involved. Witt comments, "Hyatt hotels are often a cornerstone of their communities, driving tourism, commerce and employment. Locally, Hyatt invests in its communities and stimulates growth by creating and sustaining good jobs, supporting local businesses and working with community members to improve local neighborhoods. Hyatt’s commitment to invest in its communities extends to those that have been impacted by natural disasters."

In Bangkok sharing is a part of the DNA of Hyatt employees. One local executive says, "Whenever any natural disaster happens, our employees either form their own group to help by themselves, or they come to the human resources department to help set-up donations and collection drives for victims without being asked. During the flooding problems in Thailand last year we allowed our employees and families to stay in the hotel because we want to emphasize our "care for each other" philosophy - at Grand Hyatt Erawan Bangkok we treat each other like members of one big family. Besides making donations and cooking food for flood victims, we also helped in the Big Cleaning Day as we believe that to return the flooded areas back to normal is a good way to heal people psychologically after such a disaster."

In Dubai they’ve mobilized to prevent a disaster both ecological and economic. The Park Hyatt Dubai environmental vision is committed to conserving natural resources while minimizing pollution through effective garbage management, recycling and reuse of waste. A spokesperson there says that they “Continue to explore and implement utility efficient initiatives which reduce our carbon footprint and water consumption while nurturing a culture within the operation of the responsible use of resources and care of the environment. We all firmly believe that this drive is for us and for our community. If we overlook it then we will suffer in the long term. The hotel also benefits by saving energy and water. Dubai is much greener now due to many government initiatives, and possibly as a result, we are seeing good weather conditions i.e. winter and rainy season in the desert which nobody could imagine few years back, much more pleasant weather even in the month of April, which is attracting more tourists.

In terms of the hotel, we are realizing significant savings in energy and water consumption with the help of new technologies for resource conservation. Despite the major hike in energy and water price, we are still saving revenue spent on the said cost.

Garbage is effectively managed under this program, not only reducing the disposal cost but also teaching a better way to live.”

Living well, and responsibly, while still prospering, is an attainable goal when undertaking to be a good corporate citizen. Connie Perez-Wong, Area Director Public Relations InterContinental Hotels San Francisco sees about 26 community minded programs happening at her home property every year. While a lot of them involve donations and supporting programs for locally based groups the hotel is pleased to expend the capital – human and financial - on its neighbors in need. Perez-Wong concludes, “Whatever we lay out now to make improvements we know that will come back double.”