2013 Registration document and annual financial report - page 29

Registration Document 2013
27
Corporate responsibility
2
Stakeholder relations
2.2.2. OVERVIEW OF STAKEHOLDER DIALOGUE ANDTHE ASSOCIATED CHALLENGES
Map of Accor’s stakeholders and the associated challenges
Accor is actively committed to nurturing constructive dialogue and open communication with all of its stakeholders, both within the Company
and in the community. The diagram below provides an overview of the main stakeholders identified by the Group, the key challenges
associated with each stakeholder and the economic ties that bind them to Accor.
Companies (key accounts, airlines, etc.),
traditional and online travel agencies, guests
Satisfaction, attentiveness,
customer loyalty and development,
innovation, responsible tourism
Sales
Customers
Employees in owned, leased, managed
and franchised hotels and employee
representative organizations
Engagement, retention, professionalization,
workplace health and safety, employer brand
Wages, profit-shares,
employee stock ownership
Employees
Shareholders, investors, banks, analysts,
rating agencies (incl. SRI)
Profitability, share price performance,
transparency, access to finance
Dividends, interest rates
Financial community
Local and national authorities, communities,
associations, NGOs
Social license to operate, regulatory
compliance, local social and economic
development, environmental protection,
business ethics, respect for people
and moral values
Taxes, corporate philanthropy, sponsorship
Local development
stakeholders
Government agencies, competitors,
professional associations, international
organizations, research and training institutes,
media and opinion leaders
Reputation, visibility,
defending/promoting/showcasing the
tourism/hospitality industry and its practices
Membership fees, subsidies
Institutional
and industry stakeholders
Suppliers, service providers, distributors,
business partners
Quality management, sustainable
relations, social and environmental
performance, cost
Purchases, commissions
Franchisees, owners, real estate companies,
property investors
Appeal, differentiating factors, loyalty,
profitability, deployment of Accor brand
standards
Franchise fees, management fees, marketing
fees, rent, capital expenditure
Development partners
Business partners
Main challenges
Financial ties with Accor
Stakeholder category
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