2013 Registration document and annual financial report - page 61

Registration Document 2013
Corporate responsibility
Commitments to society
In 2013,Women at Accor Generation (WAAG), our international
women’s network, conducted a survey among femalemembers
of the Le Club Accorhotels customer loyalty program, which
revealed that hotel security is a key concern for women
travelling alone. To address this issue, WAAG prepare some
golden rules for hotel reception teams that focus in particular
on ensuring the safety of female guests.They include not giving
women rooms with a connecting door, being discreet when
communicating their room number and accompanying them
through the hotel late at night.These guidelines will gradually
be deployed across the hotel network.
Various resources are used to support and verify the effective
implementation of these security policies:
safety, security and risk management audits are regularly
conducted by the Security and Risk Management Department and
the country teams in charge of hotel security.They are designed
to raise awareness of hotel security risks and provide technical
recommendations both before and after construction. Onsite and
online training and regular contact with the hotel managers about
operational issues ensure that security measures are effectively
integrated into day-to-day operations;
security issues are also included in the Products & Services audits
conducted once a year at all hotels. The aim is to determine the
level of security in place and deploy the necessary action plans
to ensure consistency across the network.
Responsible products, services
and practices
Product and service quality
Each of our brands defines its own requirements, in such areas
as marketing, quality and hygiene, and these are integrated into
the set of standards that must be respected by all hotels in the
brand’s network.
To ensure compliance with these brand standards, three risk
prevention and management tools are mandatory in every hotel:
Products & Services Audits
are conducted by an independent
consulting firm
anonymous annual visits to all hotels.The auditors
stay at least one day and one night, visiting at least one room and
inspecting all of the hotel’s public areas. With 300 to 2,500 items
on the checklist, depending on the brand, these audits cover a
wide range of issues including: the cleanliness of the rooms, toilets
and public areas; maintenance standards; product and service
quality; and the application of safety and sustainable development
guidelines. After receiving the audit report, the hotel must prepare
and implement an action plan to improve its performance each year.
are managed by the country and conducted every
year across all hotels by an independent consulting firm. Auditors
verify the hygiene of food and drink preparation areas (and usually
guest rooms as well) by ensuring compliance with the appropriate
procedures, such as refrigeration temperatures, and taking samples
for analysis.
Guest Satisfaction Surveys
give guests the opportunity to fill
in an online questionnaire about their stay. After check-out, every
guest who has provided an e-mail address receives a message with
a link to an online questionnaire that covers the entire customer
experience, from the initial booking to the check-out procedure.
Responses are posted directly into an online application accessible
to the hotel’s teams, who must read and analyze the customer’s
feedback and respond to any complaints within two days.
The data from these three tools are collated in the central Quality Hub
database and can therefore be consulted by all operations managers,
from the hotel General Manager to the country Operations Director,
and by the various support functions, including marketing, quality
and safety. Based on the data provided, each country is responsible
for conducting a quality review to monitor hotel performance and for
preparing a corrective action plan if needed. All General Managers
are encouraged to use these tools to ensure that service quality
and customer satisfaction remain a priority.
ISO 9001 quality certification at ibis:
The ibis network has
been involved in an ISO 9001 quality certification process since
1997. Awarded by an independent international organization,
certification recognizes the professionalism of our teams and
the reliability of our day-to-day organization. Of the 1,000 ibis
hotels worldwide, 89% in 43 countries are now ISO 9001
certified, making ibis the first hotel brand to achieve global
ISO 9001 certification.
Responsible marketing
Accor signed the UDA Charter on Responsible Communication,
prepared by the French advertisers’ association’s sustainable
development steering committee, in 2009.
The Charter works by targeting the processes in place within a
company, upstream of its communication initiatives. It covers
all types of communication – corporate and commercial, above
and below the line – and all of the company’s responsibilities –
to employees, society and the environment.
The Charter set outs five responsible communication commitments:
develop a responsible communication policy and apply it to all
encourage target audiences to behave responsibly;
be respectful when using information about the private lives
of employees and customers in marketing and communication
implement a process for validating messages prior to their release;
include environmental criteria when selecting communication
Accor and the other 40-odd signatories update the UDA Charter
every year, specifying the actions taken to meet the Charter’s
commitments and setting new objectives.
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