As a precursor to the celebration of its 100th anniversary on Friday, Hilton has established The Hilton Effect Foundation, the aim of which is "Creating a Better World to Travel."
As of today, the Foundation becomes the company's primary international philanthropic arm, which will invest in the efforts of organizations and people who have a positive impact on the communities Hilton serves.
The Foundation's launch this week coincides with its bestowal of fifteen inaugural grants to support organizations and fund programs around the globe that create opportunities for youth, aid in disaster recovery, and support water stewardship and sustainability.
As a non-profit established in the U.S., the organization plans to continue awarding grants throughout the year in accordance with tax and legal requirements.
The new initiative builds upon the brand's Travel with Purpose corporate responsibility strategy, put in place back in 2011, which seeks to double the company's investment in social impact, while also cutting Hilton's environmental footprint in half by 2030.
"One hundred years ago, Conrad Hilton had a noble idea that travel can make the world a better place," said Chris Nassetta, President and CEO of Hilton. "That deep-rooted sense of purpose has fueled our transformative impact all across the globe, as we have welcomed 3 billion guests, employed 10 million Team Members and contributed $1 trillion in economic impact. And in the years to come, we will do even more to positively change the world through our Hilton Effect Foundation."
In solidarity with the spirit of the new Foundation, Hilton team members across the globe have initiated a grassroots movement entitled "Random Acts of Hospitality." Hilton employees in its locations around the world are conducting meaningful, simple gestures for others that extend Hilton's hospitality beyond the doors of its hotels and into local communities.
Examples of these random acts thus far include equipment donations to non-profits; first-class meals for volunteers from disaster relief organizations; surprise car washes and refreshments for taxi drivers who stop by the hotels; and breakfast delivered for local law enforcement and security offers, just to brighten their day.
"Our 100th year of hospitality is an opportunity to reflect on how far we've come and put a stake in the ground for our future. Conrad Hilton charted an ambitious course for Hilton in 1919, and I think he'd be proud of what we've accomplished so far," Nassetta summarized.
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