While the hospitality industry has ground to a halt with the Covid-19 pandemic, many luxury hotel brands have quickly pivoted and are now giving back to their local communities. Whether it be through providing food, shelter or just some light-hearted entertainment, these hotels are using their considerable resources to give back to the community at large. At the same time, this helps them to keep staff employed and working.
Housing the needy
Hotels worldwide are being used to house those in need: many hotels were converted to temporary homeless shelters in the UK; more locally, some local hotels have also been used to house workers from Malaysia who can’t return to their home countries; as well as Hilton Hotel and Resorts in the United States, who has since collaborated with American Express to donate a million hotel nights to medical professionals who do not wish to risk returning home during the pandemic.
Says Hilton President and CEO Christopher Nassetta in a press release, “During this crisis, we have seen so many examples of medical professionals working in the most challenging circumstances, sacrificing their own needs for the greater good. We are honoured to extend our Hilton hospitality to them during this difficult time.”
Other initiatives from Hilton Worldwide include donating linen, meals and masks to local communities.
(Related: How luxury brands are pivoting to produce medical supplies)
Feeding families
In Singapore, Pan Pacific Hotels Group will be providing 20,000 meals for needy families with children on home-based learning. This is in line with the group’s ongoing commitment to meet community needs through corporate giving programmes and volunteerism.
The meals will be prepared at Parkroyal on Beach Road’s banquet kitchen which has been turned into a temporary halal-certified facility by the luxury hotel group’s culinary teams in a short span of time. This will allow them to dish out around 600 meals a day for Muslim households during the Ramadan period.
This project is a continuation of Project Makan, co-organised by Social Kitchen at YMCA and SHINE Children & Youth Services, that seeks to continue to provide nutritious and delicious meals to children who normally receive free or subsidised meals at school.
(Related: “Tough time tickets” let you buy a meal at your favourite fine-dining restaurant for later)
Weddings for later
Many who’ve previously had their big days slated for the year have postponed or cancelled their weddings: including nurses. Capella Shanghai has pledged complimentary one-night stays in the opulent Shikumen villa for these healthcare heroes, inclusive of three wedding gowns provided by luxury bridal salon Nova Reve Bridal. By doing this, the luxury hotelier goes the extra mile to show appreciation for the hard work healthcare workers are putting in around the world.
These are just some examples of how the luxury hotel industry is giving a little back during these tough times. At the very least, it’s a recognition that hospitality relies so heavily on people: both guests, as well as staff. Some, like Singita, are continuing to contribute to animal conservation: vital to its luxury game drive experiences. If we’re to get through the Covid-19 outbreak together and stronger than ever, all the world really needs is a little commitment to its people and the world around them.
