Building Stronger Community Ties for Business Growth
By: Shane Jones, General Manager Tygart Hotel and Oxley House Cocktail Bar & Restaurant
The hospitality industry is more than just providing a place to stay—it’s about creating meaningful experiences and fostering strong community relationships. Hotels that embrace their role within the local community not only enhance their reputation but also drive long-term business growth. To thrive in today’s competitive market, hoteliers must look beyond the lobby and engage with their surroundings in ways that make a lasting impact. Here’s how:
- Remain Visible to All Guests—Expected or Not
While your target audience may guide marketing efforts, it’s essential to remain visible and welcoming to all guests. A business traveler today may return later as a leisure guest or recommend the property to others. A local resident who dines at your hotel’s restaurant might later book a room for visiting family. Visibility means making meaningful impressions—whether through social media engagement, community events, or simply offering exceptional service to every individual who walks through your doors. By maintaining an open, inclusive, and engaged presence, you create a network of potential advocates for your business.
- Commit to Community and Collaboration
A thriving hotel isn’t an island; it’s an integral part of its local environment. Demonstrating a commitment to the community goes beyond charitable giving—it involves actively participating in local events, supporting initiatives, and engaging with civic groups. Hosting community meetings, offering space for local art exhibits, or collaborating with nearby businesses fosters goodwill and strengthens ties between your hotel and the people it serves. When your business is seen as a community partner rather than just a commercial entity, you build trust and loyalty that translates into sustainable success.
- Develop Local Partnerships with Vendors
One of the most powerful ways to integrate your hotel into the local economy is by sourcing products from nearby vendors. Partnering with local farmers, markets, and artisans not only elevates your offerings but also tells a compelling story about your commitment to the region. When guests enjoy fresh, locally sourced food or see handcrafted décor from a neighborhood artist, they connect with the authenticity of your brand. Additionally, small business owners appreciate the support and often become brand ambassadors, recommending your hotel to their customers and networks. Prioritizing local partnerships over large-scale suppliers strengthens the economy and enriches your guest experience.
- Nurture Relationships with Local Organizations and Boards
Active involvement with local organizations and charitable groups extends your influence beyond the hospitality sector. Whether it’s joining the local chamber of commerce, serving on a tourism board, or sponsoring community service projects, these connections position your hotel as a trusted, engaged community leader. Partnering with nonprofits and volunteer-driven organizations also deepens your reach—guests and community members alike recognize and respect businesses that give back. These efforts don’t just contribute to a good cause; they create meaningful engagement that leads to stronger brand loyalty and an enhanced reputation.
- Understand Your Market Position and Plan for Growth
Every hotel occupies a unique position in its local market. Understanding your strengths, weaknesses, and opportunities allows you to refine your approach and identify areas for growth. Conducting regular market research, engaging with guest feedback, and staying informed about local and industry trends help ensure that your hotel remains relevant and competitive. Once you understand where you stand, you can make strategic decisions—whether that’s expanding services, refining marketing efforts, or strengthening community involvement to solidify your place in the local landscape.
Building strong community ties isn’t just about goodwill—it’s a strategic business decision that fosters growth, enhances brand perception, and creates a loyal customer base. By remaining visible, committing to collaboration, supporting local vendors, engaging with organizations, and understanding your market position, your hotel can create lasting relationships that drive long-term success. The most successful hotels don’t just operate within a community; they become a vital part of it. And in doing so, they transform from places to stay into places that truly offer a sense of belonging.
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