2014 Registration Document and Annual Financial Report - page 52

Corporate responsibility
Social responsibility commitments
The ibis brand has been involved in an ISO9001 quality certification
process since 1997. Awarded by an independent international
organization, certification recognizes the professionalism of a
hotel’s teams and the reliability of its day-to-day organization.
Of the 1,030 ibis hotels worldwide, 88% are now ISO 9001
certified, in 47 countries. ibis was the first hotel chain to initiate
an ISO 9001 quality certification process, in 1997.
ISO 9001 quality certification at ibis
Continuously improving the guest experience
To improve the guest experience, Accor reinvented the hotel reception
process in 2014, with the new “Welcome by Le Club Accorhotels”
service. It enables directly booking guests who hold an Accor loyalty
card to check in and out online.The primary promise is to save time,
because the room key and other formalities are ready at check-in
and there is no longer any need to go to the front desk to check out.
The teams can focus on enhancing the guest relationship. Designed
for global deployment, the experience is aligned with each brand’s
personality and with national legislation (in particular concerning
guest registration upon check-in). The service was already being
offered by around 1,000 hotels as of end-2014, with more than
90% of users saying they would like to use it again. By the end of
2015, it will be deployable by most of the 2,500 hotels that have
the necessary technical capabilities.
Sustainable development concerns are increasingly integrated
into the brand strategies, in particular during updates.
In 2013, Mercure focused its sustainable development
initiatives on local issues, at the confluence of its brand
positioning and the PLANET 21 commitments. Examples
include sourcing complimentary products and seasonal
foods locally, promoting natural sites near the hotels and
encouraging hotels to hire local talent, help build awareness
of sustainable development issues in schools and form
partnerships with local NGOs.
In 2014, sustainable development was also a core concern for
Novotel, which is demonstrating its vision by systematically
integrating environmental stewardship and social responsibility
into the different aspects of its product and services offering.
Examples of this commitment include new eco-designed
bedding, organic and fair-trade shampoo and shower gel,
and a new food service concept focusing on balanced dishes
made from locally sourced, organic and seasonal ingredients.
Integrating sustainable development
into the guest experience
Safety and security: physically protecting
guests, employees and equipment
Accor has a duty to ensure the physical protection of its guests,
employees and equipment against both accidents, such as fire or an
outbreak of legionella bacteria, and deliberate acts of malfeasance and
crime in its hotels.To cover these risks, a global strategy is deployed
across every host country to identify and respond appropriately to
all of the potential safety and security risks.
In 2014, Accor organization in this area was strengthened with the
creation of a corporate Security and Safety department reporting
directly to Deputy Chief ExecutiveOfficer Sven Boinet. It is responsible
for deploying the Group’s security and safety policies, developing
preventive measures and coordinating an in-house, multi-disciplinary
network. The policies and procedures implemented at Group level
cover all the hotels, regardless of their operating structure (owned,
leased, managed or franchised). Externally, the department also leads
the host country diplomatic network and collaborates with local
authorities, in particular in response to court orders and warrants.
The situation in each host country is tracked on a daily basis, with
an emphasis on geopolitical issues, health conditions, weather
events and social tensions. In addition, a constant watch is kept
on the changing nature of criminal activities.
Security: preventing malfeasance and crime
To prevent criminal acts and protect hotel guests from violence,
various security measures are deployed in the hotels, depending
on local conditions, the site’s vulnerability and the international
situation. In high-risk areas, these include measures to prevent
kidnappings, strengthen security in the event of a terrorist alert,
and evacuate guests in an emergency situation.
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 every hotel) to determine the
level of security in place and deploy the necessary action plans
to ensure consistency across the network.
Registration Document 2014
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