Accor Hotels Sustainability Practices: Industry Sector Report

This industry sector report provides a comprehensive analysis of Accor Hotels' sustainability practices, focusing on their social and environmental initiatives as detailed in their 2017 Corporate Responsibility (CR) Report. The report begins with an introduction to corporate sustainability and its importance, followed by an examination of Accor Hotels' social practices, including equal opportunity employment and workplace culture, and environmental practices such as tree planting and carbon-neutral building initiatives. The report identifies areas for improvement, such as addressing allegations of racial discrimination in some hotels. It then evaluates the impact of these practices on employee satisfaction, brand image, and environmental performance. The report also examines Accor's sustainability reporting, highlighting its alignment with the GRI guidelines and the key aspects of its CR reporting, including guest satisfaction, employee well-being, partner relationships, and community contributions. The report concludes with a summary of the findings, emphasizing the importance of well-designed sustainability practices, efficient leadership, and effective monitoring to achieve long-term sustainability goals. The report references several academic papers to support its analysis.

INDUSTRY SECTOR REPORT

Table of Contents
1.0 Introduction..................................................................................................................3
2.0 Social and Environmental Sustainability Practices of Accor Hotels............................4
3.0 Areas of Improvement of Accor Hotels........................................................................5
4.0 Practice Impact for Accor Hotels.................................................................................5
5.0 Sustainability Reporting of Accor Hotels.....................................................................7
6.0 Conclusion...................................................................................................................8
References.......................................................................................................................10

1.0 Introduction
Corporate sustainability practice may be considered to be one of the most
success-critical aspects of the business as the process of such sustainability practice
may take into consideration lots of factors that are not only internal but also external to
the business (Midttun, Gjølberg, Kourula, Sweet & Vallentin, 2015). Sustainability
practice helps the management of a business to create a unique value proposition in the
market in the long-run through sustainable business operations, competitive advantage,
brand building and innovative offering (Sierra‐García, Zorio‐Grima & García‐Benau,
2015). The instant paper delves into the analysis of such sustainability business
practices of Accor Hotels (hereinafter may be referred to as “Accor” or the business or
the firm, as the case may be), a hospitality business chain and one of the globally
renowned hotel brands.
at the very outset of the paper, the researcher provides a brief introduction to the
main theme of the topic followed by the identification of different social and
environmental sustainability practices as undertaken by the Accor. In the subsequent
parts of the paper, the researcher attempts to evaluate those practices and thereby find
out the gaps and areas for the improvement of the management in terms of
sustainability practices. In addition, the paper also provides a concise impact analysis of
such practices as may be reflected in the corporate and sustainability reporting of the
firm. Finally, the researcher concludes the report by way of providing a recommendatory
note at the end of the paper.

2.0 Social and Environmental Sustainability Practices of Accor Hotels
The Corporate Responsibility (CR) Report 2017 of the company may reveal that
the company has been involved in sustainability practices in social and environmental
front. The table below briefly highlights some of these practices in two distinct areas, as
shown herein.
Social Sustainability Practices Environmental Sustainability Practices
The company has been maintaining a
brand of equal opportunity employer and
hence the organizational culture supports
inclusivity and diversity.
Besides, the workplace has been kept
motivating for the employees in term of
hygiene factors, communication protocol
and cultural exchange also ("Corporate
Responsibility Report 2017", 2019).
Also, the company has been strictly
monitoring the compliance of the Code of
Conduct which is embedded within the
policy Charter of the firm. Such Code of
Conduct may include the social media
policy, communication protocol, ethics
charter, email and internet usage policy,
etc. For the purpose, staff training and
The management has been aiming to
create a green and sustainable
environment around hence, as a part of
the broader goal, the management has
planted a number of trees and plants the
number of which is steadily growing on a
yearly basis. From 7,708 in the year 2013
and prior to almost 14,013 in the year
2017 has made the intention of the clear
about their policy towards the “Go Green”
initiative.
In this context, it may be stated that such
plantation has occurred in a phased
manner in different geographical areas.
In addition, the move towards the carbon
neutral building and lesser energy
consumption are some of the policies that

engagement has also been planned in a
strategic way ("Corporate Responsibility
Report 2017", 2019).
have been adopted by the management
("Corporate Responsibility Report 2017",
2019).
3.0 Areas of Improvement of Accor Hotels
The Accor has been extremely successful in the hospitality segment all over the
globe for its unique value proposition and social and environmental responsibilities.
There have been numerous awards received by the company on the given front for
many years. However, in spite of the same, there have been certain allegations again
the company as well, on their sustainability practices.
It has been observed that one of the Australian hotels under the chain of Accor
has been alleged to have discriminated the guests based on their race, such
segregation of “aboriginal guest” is surely a violation of the corporate policy of inclusion
and diversity and Code of Conduct. Therefore, the same should be looked into by the
management. Though the higher management has already initiated an inquiry on the
same, it may be noted that such allegation should be considered an eye-opener for the
leadership in terms of streamlining and controlling the subsidiaries and their business
practice in line with the broader corporate aims (Davidson, 2019).
4.0 Practice Impact for Accor Hotels
The aforesaid sustainability practices have been impactful enough not only on
the operation of the hotel but also on the financial and market performance of the brand
as well. It may be construed that the staff engagement and community development

initiatives have paved the way for employee satisfaction which has, in turn, contributed
towards the operational excellence. The researcher has argued that a group of
motivated employees enable the management to achieve the pre-determined corporate
goal in most desirable and optimum fashion and Accor may also be considered to be of
no exception to the same (Chen, Feldmann & Tang, 2015). The group of the hotel under
Accor has been able to create a unique brand image in the hospitality segment through
its sustainability operations for years. In this context, it may also be noted that such
practices have been continuing on a consistent manner and the corporate reporting and
sustainability reporting (discussed later on in the paper) clearly exhibits the extent and
nature of such practices in details.
In terms of environmental impact also, a similar statement may be derived that
highlights the innovative offering of the company through its environmental
responsibility. Since the company has been involved in a number of initiatives towards
the reduction of energy consumption and carbon emission, the effort has enabled the
management to achieve a sustainable competitive advantage (SCA) in the industry as
compared to other market players in the given segment. Since hospitality industry may
need to go deal with services for public amenities, the air pollution and water pollution
are some of the common phenomena in the given service line which the corporate
houses may not avoid (Guix, Bonilla-Priego & Font, 2018). in such circumstances, the
management of Accor has developed a strategy to counter such threats and thereby
created an SCA in the industry for a longer term.

5.0 Sustainability Reporting of Accor Hotels
The sustainability reporting of the company has been in place and efficiently
managed by the leadership of Accor. The insight into the 2017 CR reporting may reveal
the fact that such a report has been prepared in accordance with the guidelines and
directives as issued by the GRI (Global Reporting Initiative).
In this context, it may be interesting to note that GRI is a non-profit organization
that sets out the rules and formats and regulations for effectively and efficiently
reporting the sustainability practices by the corporate houses. Such practices may
include the CSR activities and also the ECG (environmental, social and governmental)
reporting as well (Dos Santos, Méxas & Meiriño, 2017).
The CR reporting of the firm shows that the company has highlighted the
sustainability initiatives undertaken by the management, the impact created out of such
initiatives and also the areas of improvement for the future that the management has
prioritized for the next period. Some of the critical aspects of the CR reporting of the firm
are enumerated herein:
 Guests: customer satisfaction is the key for the success of the business and the
management has been vigilant for ensuring the same through its value offering
and innovative sources which may cost of data privacy, amenities, and benefits,
health and safety issue of the customer, accessibility, etc (Sullivan, 2017).
 People: the employees are prioritized for their satisfaction through workplace
culture, health and safety, performance appraisal through incentive, bonus and

promotion and rewards, inclusion and diversity, equal opportunity and women
empowerment and also the indigenous employment program.
 Partners: The business maintains a Code of Conduct for suppliers for
sustainable procurement, vendor development initiatives and also the emphasis
on eco-friendly cleaning products in the supply chain.
 Community: a contribution towards the community through fundraising and
donation is a key parameter for the management in their sustainability practices.
Besides, the “Go- Green: initiatives has enabled the brand to create a strong
image in the market.
6.0 Conclusion
On the basis of the discussion and analysis as performed in the preceding
sections of the report, it may be conceived that the researcher may have reached to a
concluding statement that underscores the fact that the management the company, in
the given instance, has been able to create a strong brand value through its
sustainability practices, as may be reflected in their CR reporting as well. Though there
has been certain allegation against the company on their sustainability policies, the
management has been vigilant enough on these matters and the policy framework of
the firm may be construed to be efficient. Therefore, the management should consider
all the externalities with grave importance and any deviations to the standards set for
the purpose will be accordingly looked into for potential development and improvement
(Kang & Hahn, 2017). Finally, therefore, it may be concluded that a well-designed
sustainability practice sets supported by the efficient and strong leadership through
effective monitoring, controlling and following-up will significantly contribute towards the

attainment of corporate goal of sustainability in the industry in the long-run inmost time
and cost-efficient manner (Jones & Comfort, 2019).

References
Chen, L., Feldmann, A., & Tang, O. (2015). The relationship between disclosures of
corporate social performance and financial performance: Evidence from GRI
reports in manufacturing industry. International Journal of Production
Economics, 170, 445-456.
Corporate Responsibility Report 2017. (2019). Retrieved from
https://images.jobsataccor.com.au/wp-content/uploads/AccorHotels-Corporate-
Responsibility-Report-2017.pdf
Davidson, H. (2019). Hotel giant Accor to investigate allegations it racially segregated
Aboriginal guests. Retrieved from
https://www.theguardian.com/australia-news/2019/mar/08/hotel-accor-
allegations-segregated-aboriginal-guests-alice-springs-rooms
Dos Santos, R. A., Méxas, M. P., & Meiriño, M. J. (2017). Sustainability and hotel
business: criteria for holistic, integrated and participative development. Journal of
cleaner production, 142, 217-224.
Guix, M., Bonilla-Priego, M. J., & Font, X. (2018). The process of sustainability reporting
in international hotel groups: an analysis of stakeholder inclusiveness, materiality
and responsiveness. Journal of Sustainable Tourism, 26(7), 1063-1084.
Jones, P., & Comfort, D. (2019). Sustainable Development Goals and the World’s
Leading Hotel Groups. Athens Journal of Tourism, 6(1), 1-14.

Kang, S. W., & Hahn, S. E. (2017). Environmental Information Disclosure in the Hotel
Sector: Global Reporting Initiative Application. Journal of Environmental
Assessment Policy and Management, 19(04), 1750019.
Midttun, A., Gjølberg, M., Kourula, A., Sweet, S., & Vallentin, S. (2015). Public policies
for corporate social responsibility in four Nordic countries: Harmony of goals and
conflict of means. Business & Society, 54(4), 464-500.
Sierra‐García, L., Zorio‐Grima, A., & García‐Benau, M. A. (2015). Stakeholder
engagement, corporate social responsibility and integrated reporting: An
exploratory study. Corporate Social Responsibility and Environmental
Management, 22(5), 286-304.
Sullivan, R. (2017). Valuing Corporate Responsibility: How Do Investors Really Use
Corporate Responsibility Information?. Routledge.