Dream Hotels & Resorts, through their non-profit organization Touching Dreams, is reimagining corporate social responsibility (CSR) in the hospitality industry. Their approach? Turn hotel guests into agents of change, tackle unemployment head-on, and create a sustainable model that could transform communities across Africa.
A Haven of Hope
One of the projects at the heart of this initiative is the Langkloof Orphanage, a sanctuary for AIDS orphans and vulnerable children since 2001. What started as a safe refuge for 50 AIDS orphans has blossomed into a fully-equipped facility with a kitchen, electricity, running water, flushing toilets, a crèche, and a primary school. Recently refurbished thanks to the support of Little Switzerland Resort and Touching Dreams, the orphanage now serves as a beacon of hope for 55 children daily.
“Little Switzerland’s support of Langkloof Orphanage has been ongoing for a long time,” explains Chris Godenir from the Peninsula All-Suite Hotel. “Early childhood development is so important and it’s often forgotten about. If children start life without the proper support, they may struggle to overcome that early disadvantage.”
The impact of this support is profound. From ensuring full stomachs to providing a safe place to play and develop crucial skills, Langkloof Orphanage isnât just a place to live. “Once they get the right grounding, it sets them up for a more promising future,” Godenir emphasizes.
More Than Just Charity
But Touching Dreams is more than just another charitable initiative. It represents a fundamental shift in how the hospitality industry approaches CSR. Chris Godenir explains the revolutionary approach: “We couldn’t achieve this on our own as a corporation. We wanted to bring the whole industry together.”
This collaborative spirit led to the founding of Touching Dreams. “We decided to create an independent nonprofit company that could work with the entire hospitality industry, not just Dream Hotels & Resorts,” Godenir states.
The initiative goes beyond traditional philanthropy. “It’s not the Bill & Melinda Gates Foundation,” Godenir adds. “We are small businesses that understand we can make a difference when we work together.” This approach breaks down silos, bringing together hospitality and tourism providers, associations, and the government to work collaboratively.
Guests as Change Agents
One of the most innovative aspects of Touching Dreams is how it engages hotel guests. From bringing toys for the Langkloof Project to purchasing a specially created house wine where 15% of proceeds go to community projects, guests become active participants in social change.
“Local and international travelers alike want to make a difference to the environment,” Godenir notes. “They don’t just want to take from it; they want to contribute.” This involvement extends beyond mere purchases. Across different hotels and properties, guests are invited to participate in beach clean-ups and wellness days alongside staff, creating a more immersive and meaningful travel experience. “When guests feel included, they enjoy the experience so much more,” Godenir observes.
Tackling Unemployment
Perhaps the most ambitious goal of Touching Dreams is its focus on youth unemployment. In a country grappling with one of the world’s highest youth unemployment rates, this initiative could be transformative.
“The biggest game changer for South Africa is solving the unemployment crisis,” Godenir states. The organization aims to create job opportunities across the industry. “Dream Hotels & Resorts is starting with 25 learners this year, but the goal is to create 1,000 job opportunities throughout the industry over the next two years.”
Gerhard van der Heever from Little Switzerland Resort adds, “It’s fantastic to have young people from the YES for Youth Employment Programme in your kitchen… Imagine if children from the local community could start their careers locally.”
This focus on local employment and skills development could have far-reaching effects. By providing young people with career opportunities in hospitality, Touching Dreams is not just filling jobs â it’s offering hope and a path out of poverty for entire communities.
A Sustainable Approach
What sets Touching Dreams apart is its commitment to sustainability. Rather than relying solely on corporate donations, the initiative is designed to be self-sustaining. “Weâre enabling communities to support themselves,” Godenir explains.
This approach ensures that the program’s benefits will continue long-term, creating a cycle of positive change that can grow and evolve with the communities it serves.
A Model for the Future
As Touching Dreams continues to expand, its ambitions extend beyond South Africa. Godenir envisions collaborating with neighboring African countries and expanding partnerships across the continent. “Africa is the continent of the future,” he asserts. “We have the space, resources, and people to make a difference.”
This vision of pan-African collaboration could revolutionize how the hospitality industry approaches CSR across the continent. By sharing best practices and resources, hotels and resorts could become powerful engines of social change and economic development.
The Road Ahead
The journey of Touching Dreams is just beginning, but its potential impact is enormous. By reimagining the role of hotels in their communities, involving guests in meaningful ways, and addressing systemic issues like youth unemployment, this initiative could set a new standard for CSR in the hospitality industry.
Gerhard van der Heever encapsulates the transformative nature of the project: “There’s definitely a much more extensive support structure with Touching Dreams and Dream Hotels. You can feel that people’s hearts are in it. It’s not just about going out to do community projects to get a photo op. This initiative feels different, and it’s a privilege to be part of it.”
In the Northern Drakensberg, amidst its stunning natural beauty, a new model of corporate social responsibility is emerging. It’s a model that recognizes the power of collaboration, the potential of youth, and the desire of travelers to make a positive impact. As the hospitality industry adapts to a post-pandemic world, initiatives like Touching Dreams may be the game-changer needed to build a more sustainable and equitable future.
The success of Touching Dreams stands as a powerful reminder that when businesses, communities, and travelers unite with a shared purpose, the potential for positive change is limitless. Itâs a beacon of hope not just for South Africa, but for the global hospitality industry.
