PARSIPPANY, NJ—A brand self-described as rooted in hometown hospitality, Baymont Inn & Suites is not only focused on the needs of its guests, but also the local communities where the hotels operate. In December, the brand forged a partnership with The Arc, a national advocacy group for people with intellectual and developmental disabilities (I/DD)—including autism and Down syndrome—to raise awareness and help individuals find gainful employment.
“We have positioned Baymont Inn & Suites as the neighbor next door. The hotels are in small towns across America. When you think about what a good neighbor really is, it’s a comfortable place to go and chat and support the local community. Being that reliable place is a source of comfort,” said Lisa Checchio, VP of brand marketing, Wyndham Hotel Group. “When you look at what The Arc does in terms of serving needs across communities, putting to work talented individuals with I/DD and being a good citizen, it makes the community better and aligned perfectly with what Baymont stands for. We are in over 400 neighborhoods and The Arc has 700 local and state chapters.”
People with disabilities can thrive and be productive in a work environment, but it can be difficult for many of them to find job placement. The percentage of working-age people with disabilities in the labor force is about one-third that of persons with no disability, according to the U.S. Bureau of Labor Statistics (BLS). And if they do work, The Arc has found workers with disabilities face significant gaps in pay and compensation. Baymont Inn & Suites is stepping in to lend its support through its Hometown Host role, which was launched ahead of International Day of Persons with Disabilities on Dec. 3, 2016.
“We just kicked off this relationship in early December and we have five hotels in the hiring process now. We just hired our first through The Arc, Billy Jake out of Celebration, FL. He is in his second month with the hotel there and we’ve already had so much success,” said Checchio. “We have a number of other properties in the mix and we’re exploring new ways to expand the relationship through awareness training, corporate sponsorships and the launch of a new position, which is Baymont’s take on making breakfast that much better.”
Franchisees are encouraged to recruit Hometown Hosts using The Arc’s resources to connect with local candidates. There isn’t any signage on the property-level to introduce the program; instead the Hometown Hosts are the ambassadors of breakfast, greeting travelers with a friendly smile and ensuring there is ample food during the morning meal. Baymont Inn & Suites’ partnership with The Arc goes further, forming an advisory council of Hometown Hosts across the U.S. to enhance the breakfast experience, guest engagement, service culture and cultivate bonds with colleagues with disabilities.
“Our collaboration with Baymont proactively creates opportunities for both those with disabilities and hoteliers to make positive and transformative contributions within their communities,” said Jonathan Lucus, director, The Arc@Work. “Individuals with intellectual and developmental disabilities are not only capable of excelling on the job, but have experience, ideas and perspectives to continually enrich businesses. We can’t wait to see how our relationship with Baymont shakes up the makeup of hotel breakfast.”
So far, the initiative has been embraced and and the food is just one piece of the puzzle. The other piece is service. “We found that no matter how we change the product, it’s always about the same reaction—but when we introduced the breakfast attendant to welcome guests, we started to see a positive response,” Checchio said. “The partnership with The Arc is Baymont’s push to make breakfast even better and make mornings great for our guests as they start their day. Who doesn’t love to be welcomed, and how wonderful it is especially for a brand that stands for that warm neighborly welcome, to have someone greet you coupled with spreading awareness and educating guests about what this organization does and stands for.”