Business View Caribbean - Oct 2023

35 BUSINESS VIEW CARIBBEAN VOLUME 10, ISSUE 10 PAPAGAYO BEACH RESORT Papagayo Beach Resort seamlessly blends luxury with a profound commitment to sustainability. Njie highlights this dedication, noting that during the beach club’s renovation, the focus was on tourism sustainability. The resort opted for environmentally friendly materials, transitioning from timber to recycled products for pathways. The resort is also phasing out plastic, aiming for a complete ban at the beach club by year’s end. Moreover, a supplier code of conduct ensures that all collaborators uphold environmental safety standards. In an era where sustainability is paramount, the resort’s efforts to marry opulence with responsibility stand out. Community and Workforce: The Pillars of Papagayo Beach Resort In the heart of every successful resort lies a commitment not just to its guests but also to the community it resides in and the workforce that powers its operations. For Papagayo Beach Resort, these commitments are deeply intertwined, shaping its ethos and driving its success. Musschenga shares, “We host a variety of groups. Just two weeks ago, we welcomed a local university in collaboration with a school from Holland. They presented on sustainability, and we hosted these events pro bono. Additionally, we open our doors to groups supporting individuals with impairments, such as autism, ensuring they have a memorable time at our resort.” The global employee shortage, exacerbated by the aftermath of COVID-19 and shifting demographics, is a challenge many industries face, and the hospitality sector is no exception. Musschenga acknowledges this, noting, “It’s become harder to recruit certified individuals, and retaining them is equally challenging. Musschenga details, the resort invests significantly in training and introduces incentive programs across all departments. These rewards vary, encompassing everything from monetary incentives to language courses and credits at local supermarkets. In its recruitment efforts, the resort capitalizes on strong ties with Holland, facilitating exchange programs. However, it predominantly focuses on local expertise, with around 70 to 75% of its workforce being local. The resort actively seeks talent on the island and now harnesses social media as a recruitment tool, ensuring it remains both a top destination and a vital part of the Curaçao community. Branding, Preparedness, and the Local Touch In the digital age, the way a brand presents itself online is as crucial as its physical presence. For Papagayo Beach Resort, this means leveraging social media not just for event promotions but as a comprehensive tool to communicate their values, goals, and offerings to a global audience. When asked about Papagayo’s brand identity, Musschenga explains, “We’ve always catered to the luxury market, targeting high-end clientele. However, our brand has evolved to represent a high-end sustainable resort. We’re unique in this aspect on the island, blending luxury with local talent and sustainability.”