With the powerful travel influence of the millennial generation as well as the ever-growing needs of today's geo-traveler, the popularity of corporate social responsibility (CSR) is increasingly important in the arena of hospitality. While various luxury brands and independent resorts have, over the last few years, implemented their own elementary degree of CSR programs (in which employees can partake or even the guest), today we are witnessing hospitality assets implementing interesting programs to further elevate their CSR practices into services or amenities. Hotels and brands need not spend considerable investments to implement wellness and sustainable practices into everyday operations.Like any business, hotels must hear their customers and listen to their desires and needs. Whether passions lean toward corporate citizenship, healthy living or supporting those who need assistance, it is in our human nature to do good for others. Shared here are brief examples of how hotels are elevating their corporate social responsibility initiatives to new heights while educating us on the distinction between "wellness" and "sustainability."In terms of the hospitality industry, wellness can be defined as any amenity or service that allows the guest to be in a state of good physical and mental health; sustainability can be defined as any initiative that uses water, materials, and resources to protect human health and our environment.According to Kathy Conroy, MAI, CEO and Director/Partner of the Florida offices of HVS - one of the world's leading hospitality consulting and services firms - wellness and sustainability trends can be further broken down into three pillars: the Environment, the Economy, and the Community.To clarify, if one is to build a concept, service or product, it is necessary to initially assess the entire life cycle of what is being created, beyond the product itself. For example, when looking at the life cycle of a product, it is crucial to see where it is sourced from, how it is disposed when finished, and how it in actuality impacts the environment, economy, and community. Important questions to ask are:- Will this affect the environment? - Can I make a profit by finding ways to build this product in a sustainable manner? - Will the creation of the iPhone lead to more jobs, which will in turn help local economies and /or the overall workforce?When applied, the responses to these questions can help guide towards more reasonable, sustainable practices while remaining affordable and even profitable for the hotel or brand. In 2011, Starwood Hotels & Resorts became the first corporate partner of Clean the World, Soap Saves Lives. The Orlando, Florida-based social enterprise and global recycler collects and recycles soaps and bottled amenities. The soaps and cleaning products are sanitized, re-packaged and distributed within 60 days to children and families in the United States, Canada and more than 40 countries. (Clean the World has teamed up with more than 1,300 hospitality groups. In just three years after it was initiated, Clean the World has recycled and distributed nearly 10 million bars of soap.) By simply recycling and sanitizing soaps, shampoos and conditioners, thousands of children around the world can be protected from deadly illnesses each day; this is at no cost to the hotel or the hotel guest. It's as simple as this: Soap Saves Lives.Another company that has taken CSR practices to the next level is the Illinois based third-party management company, Spire Hospitality, which in September 2014 also partnered with Clean the World. In its more recent CSR endeavor, Spire Hospitality is working with Thrive Farmers International LLC to implement a new coffee program into its Atlanta-based Crowne Plaza Hotel that has taken the concept of farm-to-table to an entirely new level.