This is largely driven by consumer appetite, with recent statistics showing 88% of UK customers were more likely to buy from a company that played a role in improving their community.
Companies have a duty to ensure that they develop their people, both professionally and personally. Rather than complaining about a skills gap or poor levels of productivity, why don’t businesses look to improve the support they give in developing people or inspire a sense of value and belonging from staff?
As travel companies, many staff may be based overseas, but this is no excuse. At Travel Counsellors, we have pledged £4 million for technology this year alone, which has completely revolutionised the way that our staff are able to interact, both with clients and among each other.
People also need to feel as though their company understands them as individuals, and can provide development in their personal lives.
When it comes to HR, companies need to invest in employees, applying a culture of caring that demonstrates how valuable everyone is.
In recent years, we have seen many companies take a holistic approach to benefits, from gym memberships and company cars to healthcare and mental health awareness courses. Some take it a step further and extend the support and culture to families of those it employs. For example, we hold family events for all our people, have a TC Kids programme and offer days at our head office for partners and spouses to learn more about the business. The result? A sense of belonging that goes beyond the 9-5.
This also extends into the charity work that companies undertake. Rather than imposing a set of pre-determined causes, why not ask for suggestions or hold a vote to determine the most popular charity? The chance to provide input will ensure that staff members are more engaged with any outcome, ultimately benefitting both personal development and the charity.
Alternatively, why not put the choice entirely in their hands? We offer every one of our employees three paid charity days, supporting them to give something back.
Charity doesn’t just begin at home, however. In today’s increasingly connected world, we are far more exposed to some of the tragedies and poverty around the world than we ever have been. As travel companies, we operate in many locations with inequality, and as a result have an enormous opportunity to help some of the least fortunate.
With a little thought, funding and collaboration, companies in the travel sector can make a lasting difference, from improving housing to education and healthcare – giving something back to the countries that offer us so much.
For those looking for the business case as well as the humanitarian rationale, giving back could have a real benefit to your people, your customers and your bottom line.
Steve Byrne is chief executive of Travel Counsellors
