Giving Back; Hotels Make It Easier To Make A Difference.(Cover story)

Byline: Alexandra A. Seno (With Michelle Jana Chan)

When Bill Frew checked into the Hotel de la Paix in Cambodia in January, he planned to eat, drink and relax in five-star luxury, as well as see Angkor Wat. Frew, an American senior executive of a multinational corporation who lives in Hong Kong, certainly accomplished that. But he also joined a community tour to help him better "experience the place." He was so moved by the impoverished living conditions that he signed up to support seven children, donated half a ton of rice and subsequently collected 10 boxes of toys from his Hong Kong office mates to send back--all for a few hundred dollars. "I didn't know the need was so compelling," he says. "People don't realize how much you can do with so little." Now Frew plans to return to Siem Reap in a few months to check on a sewing center the hotel introduced him to. "I want to stay involved," he says.

Tourists used to maintain their ties to the places they visited with photos and souvenirs. Now, as travelers grow both wealthier and more socially and environmentally aware, they are increasingly concerned with ensuring that their good times have a good impact. They are doing everything from sponsoring local families, to donating school supplies, to supporting conservation groups with cash. "There's definitely a growing market of discerning, globally caring tourists," says Andy Payne, director of Johannesburg-based Wilderness Safaris, which manages 29 African camps.

Many seek out resorts that help them find ways to give back. Ming Tan, head of the philanthropy arm of the COMO hospitality group, says that her resorts provide guests with detailed information about the causes they back, like programs to train disadvantaged women in skills like embroidery and print-making. The Four Seasons Tented Camp in Thailand promotes an elephant-rescue program. At the Hotel de la Paix, guests--who pay as much as $750 per night--often sign up for hotel-sponsored ...