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While some for-profit voluntourism travel companies have drawn
criticism for appearing to champion the idea that a volunteer can
save the world with a paintbrush and a hug, shared ownership resorts
are inviting owners to take part in long-term grassroots efforts and
community-outreach programs yielding measurable results. After all,
charity begins at home. Or, in the case of shared ownership, a sec-
ond home.
Getting Involved
“We have owners who come back at least once a year, if not more
regularly. They consider this their second home and are very con-
nected to Maui,” says Angela Nolan, general manager of the Westin
Ka’anapali Ocean Resort Villas. “Over time, we began to understand
they were interested in getting involved. It started off with them just
doing beach cleanup.”
About six years ago, the resort partnered with Maui Cultural Lands,
Inc., a grassroots land trust organization dedicated to protecting and
restoring Hawaii’s cultural resources. The Westin Ka’anapali staff, own-
ers, and guests joined volunteers from all over the island to clear debris
obscuring the site of an ancient community that had flourished on the
west side of Maui more than 500 years ago. As part of Project Malama
Honokowai, volunteers pull weeds, plant native plants, and get a valu-
able lesson in how the ancient Hawaiians created a fully functional and
sustainable society by living off the land.
By Joyce Hadley Copeland
RESORTDEVELOPER.COM
vacation industry review
JANUARY – MARCH 2016
22
Voluntourism
GIVING BACK
Vacations have always been good for the soul. Unplug. Indulge. Return refreshed. But, could something as
simple as having an opportunity to remove invasive plants, protect endangered sea turtles, or helping to lift
the local community out of poverty make the difference between a good time and a life-changing experience?
More and more luxury resorts are saying yes, and inserting volunteer experiences between spa treatments
and water sports on their amenities list. It’s all part of a blossoming trend called voluntourism — giving back
on vacation — worth US$2 billion per year, according to
Tourism and Hospitality Research
, a trade publication
for tourism and hospitality researchers and professionals.