Applied to:
This award recognizes innovative actions in the field of social responsibility, including diversity, inclusion, and governance that have positively impacted the community, local populations, employees, and/or tourists as well as business sites. The winning action or program will have demonstrated a deep commitment to social responsibility and governance through innovative initiatives, effective management practices, and measurable outcomes that have positively impacted stakeholders. This award recognizes programs or actions that have made significant contributions towards creating a more inclusive, equitable, and responsible establishment.
The project:
The "Farm Stay" project, initiated in October 2023 at Center Parcs, redefines immersive and personalized vacations by placing human interaction at the heart of the experience. Guests are offered a unique opportunity to engage with caretakers and gardeners, participating in farm activities while enjoying modern accommodations. This approach combines relaxation with learning, fostering a deeper connection to nature and sustainable living.
Key objectives of the project include creating meaningful interactions, enhancing guest satisfaction, and showcasing traditional know-how through engaging activities. Guests can explore farming techniques, enjoy artisanal craftsmanship, and savor fresh produce harvested on-site. These experiences are complemented by eco-friendly accommodations that emphasize sustainability and innovation.
The program’s implementation focused on developing new facilities, such as Landes-style chicken coops and tailored guest interactions, like exclusive farm tastings. Communication tools, including QR codes and digital guides, ensure guests can access personalized itineraries and participate in activities seamlessly. Each visitor receives a welcome basket featuring local produce, further enriching their stay.
The initiative has delivered impressive results, with guest satisfaction metrics showing consistent improvement. In 2024, farm experience satisfaction scores rose by 9.3 points compared to 2023, driven by enhanced guest interactions and improved offerings. Return intent among visitors also increased significantly, reflecting the program's appeal. Testimonials highlight the enriching nature of the stays, with guests praising the welcoming staff, eco-responsible atmosphere, and family-friendly activities.
Looking forward, the project aims to expand its offerings, integrating more sustainable practices and interactive experiences to continue delivering memorable stays. By blending human connection with eco-conscious living, the "Farm Stay" initiative positions Center Parcs as a pioneer in immersive and sustainable hospitality, creating lasting impacts for guests and the environment alike.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
