It’s Simple – Conscious Hosts Create “Places That Care”

An English Bluebell Wood Evokes a Feeling of Being Cared For

We don’t use the word sustainability that often on this web site for the simple reason that it is failing to either communicate or inspire.

At its root, the verb “to sustain” means to prolong or endure and, as such, it could means business as usual. We simply don’t believe it’s possible to continue to think or act the way we’ve become accustomed without reaping negative consequences down the road or reducing the choices open to the generations that follow ours. To become sustainable, as in to be able to live within the means imposed by the natural world,  we have to change the way we do things.  Thus the word sustainability should be synonymous with innovation and change.

As a result, our language has to change too – become so much clearer and more direct. That’s why we like the concept of “Places That Care”.

Once you’ve shifted from an outdated industrial to an ecological mindset that focuses on:

“We” versus “I”

Collaboration versus Competition

Interdependence versus Independence

Values & quality of life  over Material wealth

you realise that the primary guiding principal going forward is the same as the Golden Rule: “to treat others as you would be treated. ” That’s why we think the word CARE needs to dominate our thinking, our vocabulary and inform our actions.

Conscious leaders are,  like the Knight Gawain in the Fischer Tale, the ones who ask the Wounded King “what ails thee” and “how may I serve?”

That’s why we suggest that Conscious Hosts create “Places That Care” be they their own place of business or the resort, village, town, region or country  in which they operate. Because Conscious Hosts think in wholes not pieces, they consider the impact of their actions on all stakeholders as well as their guests and investors. That means:

  • living in harmony with the natural environment and taking specific actions to minimize waste and conserve or, where possible, revitalize, the local natural environment;
  • respecting, sustaining and revitalizing local cultures and contributing to developing and conveying a unique sense of place;
  • providing a positive, flourishing work environment in which employees are appropriately rewarded and recognized; enjoy a fair wage; and have the opportunity to grow and develop.
  • Using and supporting local suppliers  who can demonstrate that they act responsibly;
  • Returning an above average and sustainable financial return to their investors
  • Being viewed as a positive force for good in their local community.
Places That Care are destinations where there is a conscious, considered  effort to maximise value and benefit in these six domains in addition to the benefit enjoyed by guests. To see blog posts relevant to each of these topics, click the headings below:
Local Culture & Social Cohesion
Supporting Local, Responsible  Suppliers
Creating sustainable, positive returns to investors
Being viewed as a positive force for good in the community

5 Responses to “It’s Simple – Conscious Hosts Create “Places That Care””

  1. I wanted to thank you for this good read!! I absolutely loved every bit of it.
    I have got you book marked to look at new things you post…


  2. Anna, what a beautiful articulation! “Places that care” and examples of what values and behaviors make that happen!

    I’d like to comment briefly on this post as well as your “Create a Culture that Transforms Employees and Inspires Guest” post on your blog and your separate Oct. 23 comment on “The Leadership Consultancy” in the discussion “Occupy Wall Street is Not the Way to Conscious Capitalism” (

    You thrill my heart with many conclusions and ideas that are consonant with my own regarding good work done well, including:
    * Your choice of the phrase “Places That Care” warms and inspires. Places that care, people who care. Dare we say, even “love”? Yes, we dare!
    * I am the problem, and transformation begins with me. I recently read the very same in a gritty Christian apology titled “Blue Like Jazz.” I’ve yet to put my head and heart around the breadth and depth of my own selfishness. The journey demands of us sorrowful confession in the discovery of the measure and harmful impact of our personal “Me, first!” attitudes and actions and simultaneously deep humility and unbounded confidence in our purposing to do good, to do better.
    * We are all interconnected — across time and space. Science informs us increasingly of that — as do our hearts, when we dare to open them. John Donne said it so eloquently, so powerfully in his poem “For Whom the Bell Tolls” (
    * Your invocation of the “Golden Rule.” I savor and continually explore its meaning since being gifted with a beginning of its understanding a few years ago. Even today our pastor’s sermon was on the like counsel from Jesus to love God with all our heart, soul and mind and to love our neighbors as ourselves. Adam Smith counseled us that in economics each seeking his or her own good would optimally rationalize asset use and benefit. To a degree, our interpretation and application of that has yielded profound good. Yet, he and we don’t fully realize the attendant bad, some of which is driving the anti-business protests. Adam, your “invisible hand” in truth also has some broken fingers, and it tends too often to create all kinds of bad, trouble and grievous loss and pain. I agree with Anna, Jesus and many others: Caring for others as we do for ourselves in our work invokes the boundless good work of an “invisible spiri,t” comprising at minimum the humble, loving hearts, the sharp, discerning minds and the devoted bodies of people of good will working together to live well, ideally better.

    What a joy to find people across our globe who are discovering separately and together a common gift of growing understanding of how we can do good work together much, much better! There must be some truth and wisdom to our discoveries!

    Keep up the great work, Anna!



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    […] affirms that many people in tourism are indeed waking up, growing up, and stepping up and creating Places that uniquely Care!  It’s an exciting time to be alive and working in a field that encompasses and integrates […]


  2. Do UNWTO Figures Mislead? | Conscious.Travel - November 1, 2011

    […] own community (not industry). If you CARE at all – and I believe THE issue is all about caring (see here) then you’ll comment, subscribe and encourage others to join the […]


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