Chapter 17: Importance of Core Values in Social Sustainability: A Case of CGH Earth Experience Hotels in Kerala

Representing sustainable practices through core values is one important way to practice global survival needs in the hospitality industry systematically. Since the need for luxury hotels rises due to the increasing demand of travelers seeking luxury experiences and the possible representation of the business through sustainable practices with global impacts, this chapter addresses an important aspect of sustainability practices at Casino Group of Hotels (CGH) luxury properties in Kerala. Despite embedding sustainable practices in the agenda of sustainable operation of hotels, this study explicitly discusses the conceptualization, realization, and implementation of major pillars of sustainability through core values. The core values of CGH are (a) caring for the environment, (b) being one with the local ethos, and (c) working with local communities. These core values represent several sustainability indicators that the world currently emphasizes. Through a detailed analysis of reports, discussions, and interviews, the study narrates the best practices of the hospitality sector, pinning the core values through a case study.