2013 Registration document and annual financial report - page 30

Registration Document 2013
28
CORPORATE RESPONSIBILITY
2
Stakeholder relations
Materiality of CSR issues
The diagram below shows stakeholders’ main expectations in
relation to Accor, in accordance with their criticality to the Group.
This materiality analysis was conducted with the help of a specialized
consultancy, using a strictly defined methodology. First, the external
consultants drew up the most exhaustive list of stakeholder
expectations they could. They did this by interviewing close to 20
representatives from various departments – including operations,
sales, marketing, hotel development, human resources, institutional
relations, communications and sustainable development – and by
reviewing the industry as a whole and competitors’ practices in
particular.
Then, at a meeting attended by around 15 employees from the
main departments in contact with Accor’s internal and external
stakeholders, each expectation was carefully examined against a
rating system provided by the consulting firm.
The system was based on three criteria:
ƒƒ
level of stakeholder concern (rated 1 to 4);
ƒƒ
Accor’s performance compared to industry practice (rated 1 to 3);
ƒƒ
impact on Accor in terms of financial performance and/or
reputation (rated 1 to 4).
The consulting firm was tasked with leading the workshop and
ensuring that the rating system was used objectively, in particular
by helping to put the various issues into perspective, in relation
to each other and to industry practice. The raw results from this
meeting then underwent a final harmonization process. At this
point, the expectations considered least critical were also removed
to make the results easier to read.
LOW
LOW
MODERATE
IMPACT ON ACCOR
LEVEL OF STAKEHOLDER CONCERN
MODERATE
HIGH
HIGH
CRITICAL
CRITICAL
RESPECT FOR CUSTOMERS
Customer service/
Customers relations
Customer health
Hotel security
Community
outreach
Diversity
Tourism
development
Social
dialogue
Waste
Business
ethics
Workplace
health
and safety
Water
Disamenities
Hotel safety
Training
Compensation
Local
employment
Sexual tourism
B2B customers'
CSR standards
Responsible
food services
offering
Respect for guest privacy
Prostitution
Energy/CO
2
Stakeholder dialogue
Biodiversity
Human
rights
Collective
bargaining
rights
Accessibility
Supplier
relations
Local purchases
Taxation
Disease
prevention
Regulatory
compliance
Working
conditions
Corporate
governance
RESPONSIBLE EMPLOYMENT PRACTICES
RESPONSIBLE BEHAVIORS
SUSTAINABLE VALUE CHAIN
LOCAL DEVELOPMENT
HUMAN RIGHTS & TRANSPARENCY
HOTEL SAFETY & SECURITY
ENVIRONMENTAL ISSUES
Respect for customers and responsible employment practices were the two highest-ranking issues, confirming the importance of people
in the hospitality industry.This is reflected in Accor’s constant focus on customer satisfaction, which is achieved through the commitment
and professionalism of its teams.
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