Beyond natural landscape - Santander Sustentabilidade

Space for Sustainability Practices
Case study/Associação Roteiros de Charme (Charm Itineraries Association)
Beyond natural
landscape
photo: Marcelo Isola
Toca da Coruja Inn is a mata atlântica ecological Paradise in midst of the Northeast’s dunes
A new way to travel around Brazil and have business differentials in a market that generates seven
million jobs in the country. Having that in mind, right after ECO-92, five visionary entrepreneurs decided
to bet on touristic enterprises that not only excelled in service quality, but also were committed to
preserving nature and developing local communities. This was how the label ‘Charm itineraries’
was borne.
The story started with the great trip taken by French hotelier Jean Marie Clement. The trip was 58
thousand kilometers long, on a “4x4” car, exploring the country’s peculiarities. In the suitcase, asked by
the founders, he brought a survey on accommodation in the countryside. Today, 20 years later, after this
trip and a lot of work, the Association has 55 hotels, inns and ecological sanctuaries in 51 destinations
distributed in 16 states around Brazil.
Its actions are internationally recognized, with very important partnerships as United Nations
Environment Programme, (UNEP) and The United Nations World Tourism Organization (UNWTO). It also
has support coming from private institutions, such as Air France and Santander.
The relationship with its associates is taken very lightly, but they’re also very committed. “We don’t
establish goals to the associates. To us, the important thing is for them to do the best as they can,
respecting their limitations and particular features of their location. The path tp sustainability is wide,
there’re many ways to practice it”, explains Helenio Waddington, the association’s chairman.
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Space for Sustainability Practices
Case study/Associação Roteiros de Charme (Charm Itineraries Association)
If from one side, Charm Itineraries doesn’t have goals, on the other hand, the associates base their
business on a Ethics and Environmental Conduct Code which helps them to enhance their sustainability
practices. This recipe has been effective: 70% of the hotel member use solar energy to heat water; 30%
protect river sources in their properties; 40% help
reduce energy consumption and 100% of them reuse,
reduce and recycle garbage.
Capoava Farm Hotel, in Itu (São Paulo), is an example
which shows that is possible to combine tradition
and efficiency. This farm is from the time of the coffee
barons, but it has effluent treatment and is making
renovations to catch rain water and other sustainable
initiatives.
“The Water issue was a big dilemma at first. We didn’t
want, for example, to use white lights, so we wouldn’t
lose the hotel’s atmosphere. Nowadays, there are
Capoava Farm Hotel is an example which shows
fluorescent lamps that have yellow light, which allows
that is possible to combine tradition and efficienc
us to save energy and continue with the countryside’s
comforting environment. We also intend to invest on
solar or wind-powered energy sources very soon”, says Maria Beatriz Prado, the hotel’s advisor.
Including the local community in this process is essential. These associates not only prefer hiring
local people and companies, they also invest in the residents. “I believe that the transformation to a
more sustainable tourism depends 80% on education and 20% on consumption reduction and other
investments. Investing in people makes our impact go beyond the hotel’s frontiers. Each one of them
takes it to their personal lives and consequently, to the community”, completes Helenio.
Today, there are more than 50 initiatives of this kind. Each associate finds the best way to implementing
this rule. Some, for example, make flexible work hours, so their employees can study. Others offer
training in different areas to their staff and families.
“
The transformation
to a more sustainable
tourism depends 80% on
education and 20% on
consumption reduction
and other investments”
Helenio Waddington,
association’s chairman
Luiz Henrique Ribeiro is the owner of Toca da Coruja Inn.
They’re at Pipa’s beach in Natal (Rio Grande do Norte),
and it’s a mata atlântica ecological Paradise in midst of
the Northeast’s dunes. This inn is also a hospitality and
tourism school for the local community.
“We prefer to hire locally and focus our work on
training the workforce. We have an intern program
that transforms local community members into
receptionists, waiters, housekeepers, etc. The result is
exceptional and very dedicated professionals. Today,
many of them have managing positions in other inns. I
think that what they lack is opportunity”, says Luiz.
Combining sustainability and tourism, Charm Itineraries is an example of how businesses can be
successful and also benefit society and contribute with natural preservation.
Business Oportunity*
•• Tourism represents 10% of the global GDP and 3,6% of the Brazilian GDP.
•• Only in Brazil, the sector employs around 7 million people.
•• Almost 50% of global consumers are willing to pay more for products that demonstrate
commitment to social responsibility.
•• In 2012, 71% of American tourists intend to make tourism choices that are
environmentally correct.
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Space for Sustainability Practices
Case study/Associação Roteiros de Charme (Charm Itineraries Association)
TRANSFORM YOUR WAY OF HOSTING
Name someone
responsible for
environmental
management
and set the
goals by
establishing
priorities and
timelines for
implementation
Invest in staff
training so that
they can do their
activities in an
environmentally
responsible way
Whenever it’s
possible, use
alternative energy
sources such as
solar and wind
power
Make frequent
checks
for leaks,
including in
the pools
Hire local labor
Respect local
culture and
traditions
Create a
recycling
program and
incentive proper
waste disposal
Install carbon
filters on
kitchen
exhausters
Replace
conventional
light bulbs for
low power
consumption
ones
Purchase water
treatment
equipment
Involve and inform
the guest about
the whole process,
emphasizing how
important it is to
collaborate
Collect and reuse
rainwater
Reduce
unnecessary
lighting by
installing
automatic
controls
Source: Charm Itineraries Ethics and Environmental Conduct Code
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Eliminate noise
sources, thereby
reducing noise,
especially at night
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Minimize the use
of products that
are harmful to the
environment, for
example, CFCs,
pesticides and
toxic materials
Space for Sustainability Practices
Case study/Associação Roteiros de Charme (Charm Itineraries Association)
To know more (in Portuguese)
Charm Itineraries Association
http://www.roteirosdecharme.com.br
Santander credit for sustainability
http://www.santander.com.br/creditoparasustentabilidade
Sustainable Tourism Presentation
http://sustentabilidade.santander.com.br/pt/Espaco-de-Praticas/Paginas/Apresentacoes.
aspx?Item=8
Rational use of water presentation
http://sustentabilidade.santander.com.br/pt/Espaco-de-Praticas/Paginas/Apresentacoes.
aspx?Item=7
Energy efficiency presentation
http://sustentabilidade.santander.com.br/pt/Espaco-de-Praticas/Paginas/Apresentacoes.
aspx?Item=9
Global Partnership for Sustainable Tourism (in English)
http://www.globalsustainabletourism.com/About-us/31-Sustainable-Tourism.html
*Sources:
Report: “The Global, Socially Conscious Consumer”, 2012 http://www.nielsen.com/us/en/insights/reports-downloads/2012/the-global--socially-conscious-consumer.html
Survey from 2012, conducted by TripAdvisor.
http://www.multivu.com/mnr/49260-tripadvisor-eco-friendly-travel-survey-voluntourism-go-green
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