The Journey to Becoming a Certified B Corp: Customers of the Baja Hotel
Photo by Marcus Woodbridge via Unsplash.
This article was originally posted on Medium in collaboration with Conscious Brands on December 11, 2023.
Navigating the Path to Sustainable Hospitality
Celebrating their one-year milestone, Rob and Lesley, the dynamic duo behind the fictitious Baja Hotel, have been on an insightful journey through the B Corp Impact Assessment (BIA). In this edition of their ongoing conversation series, we delve into their reflections on the customers section of the assessment and its alignment with their Flourishing Business Canvas (FBC) strategy session. The customer portion helps businesses understand what their company can do to improve the impact and value that they create for their direct customers.
As Lesley and Rob transition to discussing the customer aspect, they highlight the significance of their clientele, many hailing from economically prosperous nations. Rather than exploiting local communities, the Baja Hotel endeavours to create a regenerative and respectful business model, transferring costs to those who appreciate and are willing to pay for a positive impact.
The Customer Impact Model
Rob introduces the concept of a customer impact model, emphasizing that customers act as partners in the community impact model. The hotel’s initiatives, ranging from clean water projects to income generation and education, are powered by the support of their guests. While the model isn’t fully defined, Rob envisions communicating how a customer’s stay contributes to larger social and environmental goals.
A Catalyst for Change
Lesley and Rob discuss customers’ unique role as catalysts in creating positive social change. The conversation evolves into viewing customers not merely as profit generators; but as bridges connecting the business with the host community. The importance of fostering an environment where customers actively participate in the larger vision of the Baja Hotel is emphasized.
From Spectators to Active Participants
The duo reflects on tourism's transformative nature, highlighting the intimate and life-changing experiences it can offer when done right. The focus shifts from a transactional relationship to an opportunity for education and mutual learning. Rob suggests a ‘customer return on stay investment’ concept, where guests receive a summary detailing their contributions to the community during their stay.
As hoteliers, their goal is to invite and welcome customers to experience the host community respectfully. At Baja Hotel, it is their responsibility to educate customers and help them understand what this means through a collective sense of place and shared stories. They strive to inspire a new perspective on tourism and the world by continuous co-learning, emphasizing the importance of building relationships for regeneration. By transforming the experience of our visitors, we hope to facilitate transformation in their home communities as well.
Shaping Sustainable Tourism
The conversation takes a practical turn as Lesley acknowledges the challenges in sustainable tourism, particularly regarding transportation emissions. Rob mentions ongoing efforts to offset carbon emissions by tying them to projects like coastal and desert mangrove restoration, tracked transparently on the blockchain. The goal is not just to sustain but to regenerate the tourist experience.
Shifting Memories and Creating Connections
Lesley and Rob explore the concept of the Baja Hotel as a memory bank, promising customers a positive return on their time, energy, and money investment. The goal is to shift the approach from merely sustaining experiences to regenerating them, leaving guests feeling rejuvenated and connected to nature, self, and community.
Looking Forward
As the conversation wraps up, Rob and Lesley express excitement about their B Impact Assessment score exceeding 100, well beyond the 80-point threshold for certification. They eagerly anticipate shaping the future of the Baja Hotel, aligning goals and opportunities for improvement with their Flourishing Business Canvas.
Final thoughts
This concludes the insights gained from completing the assessment’s sections, but the duo will return next week to review the process holistically and answer, “Now what?” Continue to read next week as Lesley and Rob summarize the impact, goals, and stakeholder relationships at the Baja Hotel.
Rob and Lesley’s journey through the B Corp Impact Assessment demonstrates their commitment to sustainable and regenerative business practices. Integrating customer impact models, offsetting emissions, and creating participatory tourism experiences positions the Baja Hotel as a beacon of responsible and impactful hospitality. Their reflection on the assessment process inspires businesses aiming not just to exist but to flourish in a world that craves positive change.
Rob Sinclair is the founder of Conscious Brands, a firm that helps organizations transition from shareholder governance to stakeholder-driven organizations. Lesley Robb is the founder of Swell Impact, a firm specializing in branding and sustainability strategies for the tourism sector. Together, they openly explore holistic business models by prioritizing play over perfection and co-creating community.
