There is a growing awareness of Corporate Social Responsibility (CSR) and sustainability as a global movement. The hospitality sector is one of the major industries driving socioeconomic development worldwide (especially in economies such as Spain) and it has responded to this need, in the context of a general worsening of labor conditions in this sector. Evidence of this response is the Fair Hotels Project, which is an international collaborative effort aimed at building new partnerships between fair trade movements and trade unions in order to have a positive effect on the labour market in the hotel sector. This article describes the design of Hoteles Justos Laboralmente Responsables (HJLR), a fair labour justice and socially responsible model for hotels oriented to contribute to sustainability and labour justice within the Spanish hotel sector. The HJLR model was created to meet corporate, labour and local development needs. It includes accurate and objective measures—and homogeneous and comparable indicators—to assess the level of fairness and quality of labour practices of hotels. This model would be of great utility in improving the sustainability and quality of life of people working in this economic sector and could be also used by companies to improve their competitive position. The Spanish Government has shown its support for this project as a part of its 2030 sustainable tourism strategy, aimed to get the United Nation Sustainable Development Goals. Furthermore, this is a relevant line for future research, once the implementation phase is completed and quantitative data is available to measure the situation in depth.

The situation of labour inclusion of people with disabilities in Spain is still too negative, in spite of the different efforts carried out by public and private sector. Previous research points to social discrimination as one of the main causes of the situation. Ilunion Hotels is one of the most important hotel companies in Spain focused on labour inclusion of people with disabilities. The objective of this paper is to explore the social inclusion case of Ilunion Hotels of the Costa del Sol, the actions that they have developed to improve the labour integration of this collective, based on a behavioral economics theoretical model (with a high relevance of the influence of social stigma, stress theories and coping to stress responses). We look into the specific situation of two of the three hotels developed as Special Employment Centres (sheltered employment contexts defined by Spanish legislation) and the possible impact of their Support Units for Professional Activity. Case study methodology is considered the most appropriate, according to the research objective, supported by semi-structured interviews with the hotel managers. The results show that, although Special Employment Centres are effective in improving labour integration in the short term and could contribute to change the long-term social perspectives about workers with disabilities, they could be also reinforcing the social stigma existing in the ordinary market.

Background: Low-quality jobs, long working hours and difficult scheduling of hours have been usually reported in the hotel industry. The situation is more difficult for people with disabilities (PWD), even more in the COVID-19 crisis, especially in terms of labour inclusion (due to the labour discrimination usually suffered by this collective). Thus, Special Employment Centres (SEC) have been created in Spain to spread protected employment of PWD. Although they are improving the situation in the short term, the long-term impact developing sustainable employment is not clear. The objective of this paper is to analyze the Spanish situation, the possible differences between sheltered employment and the ordinary labour market, how SEC could be improving (or not) their labour situation in the hotel sector in the long term, and the potential of incorporating Corporate Social Marketing to overcome the problem. Methods: A content bibliographic analysis has been carried out according to the latest research about this topic, using a ProKnow-C methodology. Results: There seems to be two different groups of papers (supply and demand sides), being the supply side one (focused on HR practices about PWD inclusion and managers’ perceptions of workers with disabilities) more related to our research objective. Furthermore, few articles were found about SEC and Corporate Social Marketing in relation to this topic, highlighting the originality of this research approach. Conclusions: According to our bibliographic portfolio, the presence of labour discrimination in the regular market is more evident; and, in the long term, two opposite situations could be happening simultaneously: (a) SEC would be reinforcing the social stigma, hindering the labour situation of PWD; (b) SEC could be changing the social perspectives of clients and all society in a positive manner. Therefore, it would be necessary to go in-depth into the present subject, from an academic but also practical perspective, incorporating an innovative Corporate Social Marketing approach in order to shed new light on this issue and improving effective sustainable employment of PWD.