Carecations

Carecations, a voluntourism program that allows guests to embark on inspiring journeys that are holidays specially envisaged to lead positive change for a better tomorrow.
Edition
2023
Competition
Corporate awards
Type
Finalist
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Applied to:

The Hospitality Award for an Innovative Concept

This award celebrates the most innovative and creative concepts in the hospitality industry. It recognizes a group or a brand that has demonstrated the ability to think outside the box and introduce a new concept or a new version of an existing concept that sets a new standard for the industry. To be eligible, the concept must have been implemented within the last two years and is operational. It should provide a new approach and vision of guest experience, with a focus on design, public spaces, and overall service quality. The concept should have the potential to revolutionize the hospitality industry and offer a better quality of service for guests.

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The project:

We are excited to submit our experiential travel program, ‘Carecations,’ for the Hospitality Awards in the Innovative Concept category. Part of IHCL's ESG++ framework ‘Paathya,’ Carecations aims to revolutionize travel and voluntourism.

Key Factors:

  1. Alignment with IHCL's Vision and Values: Inspired by our founder Mr. Jamsetji Nusserwanji Tata, Carecations focuses on Preserving Nature, Conserving Heritage, and Serving Community, aligning with our core values of Trust, Awareness, and Joy.
  2. Pioneering Concept in Indian Travel Market: Carecations adds purpose to travel by involving guests in ESG++ initiatives. This allows them to enjoy vacations while learning about and contributing to the environment, culture, and community.
  3. Positive Change for a Better Tomorrow: Through curated voluntourism activities, guests can learn, contribute, and immerse themselves in the heritage and natural beauty of destinations, reflecting our commitment to sustainable change under Paathya.
  4. Diverse Volunteering Themes: Carecations offers varied themes for different audiences, from learning about tribal lifestyles to preserving art forms and aiding differently-abled children. It caters to school groups, families, and corporate teams.
  5. Cost-Effective, High-Impact Program: With existing infrastructure under Paathya, initial costs were mainly for marketing, quickly recouped as Carecations drove a 20% revenue premium and gained market acceptance.
  6. Thought Leadership: Carecations reinforces IHCL's leadership in the Indian hospitality sector, earning praise and contributing to community development.

Our campaign achieved a 58+ million reach on social media and a 20% increase in Average Room Rate for Carecations Stay Packages.

Conclusion: Carecations represents a paradigm shift in travel and hospitality, embodying IHCL's commitment to community and sustainability while empowering travelers to drive positive change. We believe our innovative concept can inspire a new era of socially and environmentally responsible travel experiences.

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The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.

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