2013 Registration document and annual financial report - page 26

Registration Document 2013
Corporate responsibility
Background and challenges
“A pioneering company, Accor has built its history on a deep dedication to forging ties. As a leader, it has always cared about
upholding a high level of commitment to our employees, our guests, our partners and to our host communities where we live
and work in more than 90 countries. This is our duty as a good corporate citizen. It’s not enough to create value, you also have
to share it.Today, our corporate social responsibility process is being led by our PLANET 21 sustainable development program,
which is unlike any other in the hospitality industry and which has set us firmly on the path to continuous improvement. It is
being organically extended by the implementation of community outreach projects to support the disadvantaged. Inspired by
these beliefs, Accor will continue to reinvent itself, retain its guests and employees and drive its sustainable growth for the
benefit of all its stakeholders.”
Sébastien Bazin, Chairman and Chief Executive Officer
According to the UN’sWorldTourismOrganization, the number
of international tourists worldwide has grown steadily from
25 million in 1950 to 278 million in 1980, 528 million in 1995
and 1,087 million in 2013, after exceeding one billion for the
first time in 2012.
In addition to increasing in volume, tourism has also become
more diversified. Today, it reaches every corner of the globe and
accounts for around 9%
of global GDP. Long recognized as a driver
of economic development, tourism has also become a catalyst
for global progress. Awareness of sustainability issues has now
expanded beyond a purely environmental outlook to include much
broader concerns, such as social equity, economic sustainability, local
prosperity, quality of jobs and the preservation of cultural heritage. All
of these issues relate directly to the corporate social responsibility
(CSR) process, which aims to achieve a healthy balance between
financial performance and social and environmental considerations.
Global issues
The hospitality and food services segment can play a key role in
advancing the CSR process among tourism industry operators, by
taking full responsibility for its activities and addressing their impact.
The “Ready to check in?” survey conducted by Accor and French
polling institute IFOP in 2011 revealed a shared concern about
sustainability among hotel guests worldwide.The concern focused
on four main areas – water, energy, waste management and child
protection, an issue more specific to the hotel industry when it
concerns sexual tourism involving children. Awareness of this issue
among the respondents shows that the initiatives undertaken by
the industry over the past 20 years have had an impact.
Shared commitments
The survey illustrated the importance placed on raising awareness of
the social and environmental issues associated with the industry and
on promoting sustainable development in hospitality, a responsibility
shared by governments, companies and citizens. In addition, the
findings revealed a high level of expectation among customers for
practical, visible sustainable development initiatives and a willingness
to change their behavior.These shared commitments are the focus
of our PLANET 21 program.
For businesses in general and multinationals in particular, the
rules of the game have changed significantly over the past few
years. Previously judged primarily on their financial performance,
companies are now required to seamlessly integrate social,
environmental and economic concerns into their operations
in order to meet stakeholder expectations about sustainable
As the world’s leading hotel operator, Accor has a duty to set an
example in the way it does business, in every one of its 92 host
countries. It does this by deploying a strategy that addresses both
business and sustainable development challenges.
These challenges can be broken down into three categories,
depending on whether they concern the Group worldwide, the
hotel operator business (HotelServices) or the investor, developer
and asset manager business (HotelInvest).
Group challenges
primarily concern ethics and governance, human
resources, and constructive stakeholder dialogue (see table on page
27). They also include managing regulatory risks and improving
service quality to ensure the company’s long-term growth.
(1) Direct, indirect and induced impact. Source: UNWTO
Tourism Highlights
, 2013 Edition, published by the World Tourism Organization
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