Hospitality with Heart: Navigating Difficult Conversations in the Travel Industry
In today’s interconnected world, travelers are increasingly mindful of the social and environmental impact of their journeys. People are seeking more than just comfort and relaxation, they’re craving spaces where true, lasting ease is possible. And that kind of ease comes from environments where everyone involved can flourish.
How can the hospitality industry address complex humanitarian issues authentically and compassionately, without alienating guests?
One answer to that question lies the principles of Unreasonable Hospitality, a philosophy popularized by world renown restaurateur Will Guidara. Will’s mindset encourages hospitality providers to invest in deeper, more meaningful connections with guests by creating a holistic environment that everyone involved flourishes inside. Not only offering a comfortable experience for guests; but offering genuine care to the whole company.
The Power of Hospitality
The history of hospitality is rooted in inn-keeping. Providing a space to be while traveling. In its essence, hospitality is about making a safe respite. When hotels or vacation rentals go above and beyond to plan and forge this space, they can create a kind of experience that guests never forget. “Its how you make them feel.”
When a hospitality company aligns itself with humanitarian values, be it anti-racism, climate action, or peace, it doesn’t have to alienate anyone. Instead, it can foster connection, and showcase the heart and humanity behind the “company.” The key is to be clear, genuine, and people-focused.
Since sometimes step-by-step guides are just the ticket to helping folks put one foot in front of the other, here are five practical ways hospitality spaces can engage with the world around them. These are steps for how to incorporate values into the story, and backbone of hospitality work.
Five Ways the hospitality industry can Communicate values with Heart
Authentic Storytelling
Show how you care. Share stories: about local partnerships, your team’s values, or how your business supports community resilience. For example, if you compost or use local produce, talk about how and why and where. If you donate to relief funds or host events supporting justice, tell your audience what that looks like.
Example: Consider adding a "Values" or "Our Impact" page to your website. Even if the conveyed message is short and sweet.Educational Experiences
Create moments of learning that are engaging. Host pop-ups, talks, or nature walks that connect guests to the land, local history, or environmental initiatives. Feature art, books, or speakers that spark thought in your common spaces or social channels.
Resource: Conscious Travel and Transformational Travel Council provide lots of ideas for experience-based learning.Cultural Sensitivity + Inclusivity
Allow your staff to share their cultural history, and train your staff in cultural awareness, honor indigenous lands in your materials, and center inclusivity in your visual content and language. Study your digital and tangible presence and how you communicate inclusivity and safety.
Example: Include multilingual signage, honor diverse holiday traditions, or share land acknowledgments.Transparency in Sustainability
People are savvy, and have a radar for authenticity. Be honest about what you're doing, and what you're still working on. Showcase your wins, but also share your goals. Invite guests into the journey with you, whether that’s reducing water waste, switching to renewables, or supporting reforestation.
Resource: Sustainable Travel International offers guides and data for hospitality businesses.Facilitate Open Dialogue
If you're ready to engage in global topics like peace, humanitarian aid, or climate change, do so with humility and a listening ear. This can look like curated social content, participating in awareness days, or simply offering your space for community-led events.
Example: Create a "Community Corner" in your newsletter where you spotlight causes or guest initiatives.
hospitality can be a force for good.
It's not just about pillows and fire pits, it's about the people you serve. And how people feel when they are on your property. You have the ability to create a space where people feel:
Empowered.
Rested.
Inspired.
Maybe even a little more hopeful.
By integrating principles of Unreasonable Hospitality, boutique hotels and vacation rentals can lead with heart. And in doing so, attract travelers who want their vacations to mean more than just time off.
Resources for Going Deeper:
