Management of Sustainable Development
Discuss about the Management of Sustainable Development.
The hospitality sector and the tourism sector provides with the different types of the environmental aspects, a majority of the of the activities of this sector leads to the significant impact upon the environment. The operations of the different tourism and the hotel firms have led to the significant impact on the environment. The users of the sector consume a lot of energy on a daily basis and generate a lot of effluents and solid waste. Certain examples of the different entities in this sector are the hospitals, banking sector, and hotel industry. In this study, the Accor Hotel Group will be considered and the sustainable marketing, corporate social responsibility, environmental management system, sustainability accreditation, sustainability monitoring and recommendation based on the operations of the Accor Hotel Group.
Sustainable Marketing of Accor Hotels
The marketing activities taken up by the Accor Hotel Groups are an attempt made by the by the Accor Hotel to increase the brand awareness and develop loyalty by providing exceptional service. From one of the several activities, annual marketing campaign generates the public relations and the new business opportunities. Especially for slow periods, the annual marketing teams are worked upon by the marketing team. The Accor Hotels cooperates with the different strategic marketing firms, direct marketing firms, advertising firms so that the national promotions and the online activity is applied for the better results (Demirçiftçi&Kızılırmak,2016). The Accor Hotel Group takes up the effective marketing strategies that populate the hotel throughout the year. The marketing campaigns are developed keeping in mind the multiband and mono-brand. The campaigns, in addition, are designed both at the local, national and the international level. Whereas, certain differences can be noticed from one brand to another brand. In the advertising campaigns of the Accor Brand, A total of 100 million euros are spent. The Accor Hotels advertise by purchasing the 12 million keywords, and along with it 570 million emails that are tailored and around 800 thousand SMS are sent with respect to the year 2014 (Accor, 2015).
Sports sponsorship is one of the vital marketing communication tools that have plenty of effective returns and this is obtained from the sponsorship deals (Wolfsteiner, Grohs& Wagner 2015). Accor Hotels Group pays a lot of importance to the sports sponsorship. These activities are executed with the help of the countries that have the marketing teams, sales teams and operational teams so that the brand image and brand awareness increases. The Web Team of the Accor Hotels put a great effort onboosting the reservations through the website of Accor Hotels and improves the brand visibility. The activities of the team are listed as the implementation of the domain name management and the hotel website strategies, finding the new opportunities, market research, analysis and reporting of the outcomes, online marketing campaigns, email marketing and search engine marketing. The other key initiatives that are undertaken by Accor Hotels team is the national promotion. Accor also makes a strategic partnership with the other marketing agencies and forms the strategic television network partnership so that the brand awareness can increase (Accor Hotel Group, 2015).
The corporate social responsibility of Accor Hotels
The Accor Hotel took the corporate social responsibility through the bold commitments. The bold steps taken up by the Accor Hotels are as follows:
- two priorities and the four strategic areas of the action
- for all the Group’s hotels and it will include the 16 mandatory actions.
- By the year 2020- food waste will reduce by 30 percent; one thousand urban vegetable gardens in the Accor Hotels; Accor Hotels will focus on the 100 percent low carbon emitting new buildings and renovations for the leased and the owned properties (Press.accorhotels.group., 2018).
The Accor Hotels drives the changes that help the hotel chain to move towards positive hospitality:
- Every year, a major innovation will be developed through the responsible and alternative models. This can be achieved through partnering with the co-innovators that will open up new horizons.
- 100 percent of the Accor Hotels are engaged in a solidarity of citizen project. This is achieved by working hand in hand with the local communities for a positive outcome.
- 100 percent of the new and the innovated buildings will be designed so that they will emit low carbon. This can be achieved by moving the buildings to the carbon neutral platform.
- 30 percent of less food wastage and this is achieved by striving for the zero food waste and food which is healthy along with the production of sustainable food.
- The index of the employee engagement index increases every year and this is achieved through the building of an inclusive company for the people.
- Every year, one innovation will interact with the guests that are around the sustainable development. This is achieved through engagement with the guests in a sustainable experience (Press.accorhotels.group., 2018).
The Accor Hotels have made a significant progress, with respect to the energy consumption management, water consumption management, biodiversity, child protection, wellbeing in the workplace. Within the timeline of 5 years, the consumption of water has been reduced by 9 percent, consumption of energy by 5.3 percent, emission of carbon by 6.2 percent. The hotels are committed to the protection of the of the children against the child abuse (Press.accorhotels.group., 2018).
Environmental management systems in Accor Hotels
For the purpose of the environmental management system the Accor Hotel through the Charter 21 and ISO 14001. ISO 14001 certification was framed by the International Organization for the Standardization (ISO). ISO 14001 is a world-renowned standard for the environmental management system (EMS). The standard addresses the certain aspects which are as follows:
- Minimization of the activities that have harmful effects on the environment.
- Achieving a continuous improvement in the environmental performance.
In the past decade, the Novotel brands and the Accor Hotels’ Ibis opt in order to formalize all the commitments in relation to the environment through obtaining the ISO 14001 certification. This helps the Accor Hotels to benefit from the international certification and international recognition. In order to set up the environmental management system (EMS), the Accor Hotels included a set of documents, methods and procedures so that the requirement s can be met. The proper implementation of the of the EMS is monitored through the compliance with the ISO 14001 standard and the annual internal audits. The data from the reports are also verified by the independent organization through the annual audits of the sample hotels (AccorHotels: sustainability initiatives., 2018).
There are other management tools like the Planet 21 program which is driven by the Charter 21. The same is managed by the internal systems for the purpose of managing the sustainable development performance. The Charter recommends the 65 actions that the Accor Hotels must undertake in order to reduce the environmental footprint. The sections of the Charter 21 provide the following provisions:
- Performing the management that includes the 12 actions relating to the training employee that will undertake the environment-friendly practices and also provide protection to the children from abuse.
- Performing the energy efficiency through undertaking the 18 actions like the presence of a central light switch in the guest rooms and the usage of the energy efficient boilers (AccorHotels: sustainability initiatives., 2018).
- Performing the water conservation through undertaking the 12 actions that include the installation of the flow regulators in the faucets and showers and also the efficient laundry service.
- Performing the waste management through performing the 13 actions in relation to the recycling of the hotel batteries and usage of the recycled electronic and electrical equipment.
- The remaning10 actions are in relation to offering the balanced dishes in the hotel restaurants and the usage of the eco-friendly design materials in the guest rooms (AccorHotels: sustainability initiatives., 2018).
In the year 2014, the Accor Hotels’ management division has consolidated the commitment with respect to the sustainable construction of the building. The construction of the building will be certified based on the standards of the energy performance like the HQE, BREEAM and LEED for the hotels that will be constructed in the year 2015. Till date, there are 11 buildings that have been certified in the 5 countries involving the Mercure Krakow city centre. The city has the first BREEAM certified hotel in Poland. Also, around 300 other hotel groups use the renewable energy resources. The Olympic Park hotel that is located in Sydney is equipped with the hot water production system and the electricity that harness the solar power (Wilkinson, 2018).
The progressive sustainability program includes all the employees, guests and the Accor Hotels. The EarthCheck Certification is one of that deliver the best in class performance for almost 2 decades. The planet 21 sustainable program includes the community, social, environmental and the support programs. The Planet 21 has a direct reference to the Agenda 21 and thus emphasize on the environmental action plan. This has resulted in 15 percent decrease in water consumption, 10 percent reduction in the usage of energy and 85 percent of the usage of eco-friendly products in the leased hotels and the Accor owned hotels. The EarthCheck Certification and the Global GreenTag are the two most preferred certification for its Green Product pipeline and it includes the Accor Hotels and the other hotels in this sector (Ecospecifier., 2018).
The Sofitel Bangkok Sukhumvit which is located in Thailand is one of the prime focus of the testing system that will measure and monitor the wastage of food. Consequently, it will also take the action in order to reduce the food wastage. The hotel is also found to have reduced the wastage of food by 50 percent within a four-month time period. Keeping the hotels at the focus of the commitments have reduced the impact on the environment. The approach is meant to be the central platform for the management of the sustainable development and also includes the technical approaches like the security installations, maintenance. This is an IT tool and it will substitute the OPEN. OPEN is an existing tool for the purpose of monitoring the Planet 21. The OPEN tool is available 8 different languages and is used by over 5000 people (Press.accorhotels.group., 2018).
Regarding the present growth strategies of the Accor Hotels, the Hotel must enter into the other countries using the franchise like Etap, Motel 6, Formule 1, Novotel. The Accor Hotels can also lease some of the other brands like the Mercure, Sofitel. Although the Accor brand is a well-known world over, however choosing the right market is also an important aspect. To enter the other countries like Russia, Brazil, China and India the Accor company must focus on the different franchisee and placing them effectively into the city and the rural areas. the customized brands like the Mercure and Sofitel are the best suited for the city areas. whereas, the Motel 6, Etap, Formule 1, and Novotel is more suitable for the rural areas.
From the above study, it can be concluded that sustainable development is the most important part of any hotel and the tourism industry. A large number of the hotels are tourism firms must employ the strategies that will enhance the customer dealing and handling. The different types of the strategies range from the usage of the certifications that effectively help in the management of the resources and eco-friendly infrastructure.
Wolfsteiner, E., Grohs, R. & Wagner, U., (2015). Memory effects of different relational links between brands and sponsored events. Psychology & Marketing, 32(10), pp.1031-1048.
Accor Hotel Group, (2015). Sponsorship: (Sport and Entertainment). Retrieved May 5, 2016 from Accor Hotel Group website: http://www.accorhotels group.com/en/group/sponsorship-sport-and-entertainment.html
Demirçiftçi, T. &Kızılırmak, I., (2016). Strategic branding in hospitality: Case of Accor Hotels. Journal of Tourismology, 2(1), pp.50-64.
Press.accorhotels.group., (2018). AccorHotels takes its corporate responsibility to the next level with bold new CSR commitments looking | AccorHotels. Press.accorhotels.group. Retrieved 16 April 2018, from http://press.accorhotels.group/accorhotels-takes-its-corporate-responsibility-to-the-next-level-with-bold-new-csr-commitments-looking/
AccorHotels: sustainability initiatives, (2018). Orbis.pl. Retrieved 16 April 2018, from http://www.orbis.pl/files/assets/pl/relacje/planet21_research_accenture2015.pdf
Wilkinson, J. (2018). Accor’s green credentials go sky high. Hotel Management. Retrieved 16 April 2018, from https://www.hotelmanagement.com.au/2015/04/24/accors-green-credentials-go-sky-high/
Ecospecifier. (2018). EcoSpecifier: ACCOR Commits to 85% use of Eco-labelled Products Worldwide. Ecospecifier.com. Retrieved 16 April 2018, from http://www.ecospecifier.com/news-events/accor-commits-to-85-use-of-eco-labelled-products-worldwide/
Press.accorhotels.group. (2018). Commitments to 2020 | Accor Planet 21 – Presskit. Press.accorhotels.group. Retrieved 16 April 2018, from http://press.accorhotels.group/planet21-presskit/commitments-to-2020/
Accor, 2015. Brand marketing: Accor. Retrieved May 5, (2016), from Accor hotel group: http://www.accorhotels-group.com/en/franchise-and-management/contacts-and-countries-information/zones/pacific/australia/brand-marketing.html
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