Corporate social responsibility in tourism and hospitality: greenwashing or marketing advantage? Dr Xavier Font Leeds Metropolitan University

Transcription

1 Corporate social responsibility in tourism and hospitality: greenwashing or marketing advantage? Dr Xavier Font Leeds Metropolitan University

2 CORPORATE POLICIES LABOUR ISSUES SOCIO ECONOMIC ISSUES ENVIRONMENTAL ISSUES CUSTOMER ENGAGEMENT TRANSPARENCY Hotels- CSR disclosure only Rankin Total (0-100) g ACCOR º BARCELÓ º CARLSON º HILTON º IBEROSTAR º INTERCONTINENTAL º MARRIOTT º RIU º SOL MELIÁ º STARWOOD º Average per section

3 CORPORATE POLICIES LABOUR ISSUES SOCIO ECONOMIC ISSUES ENVIRONMENTAL ISSUES CUSTOMER ENGAGEMENT TRANSPARENCY Disclosure/performance gap Rankin Total (0-100) g ACCOR º BARCELÓ º CARLSON º HILTON º IBEROSTAR º INTERCONTINENTAL º MARRIOTT º RIU º SOL MELIÁ º STARWOOD º Average per section

4 CORPORATE POLICIES LABOUR ISSUES SOCIO ECONOMIC ISSUES ENVIRONMENTAL ISSUES CUSTOMER ENGAGEMENT TRANSPARENCY Disclosure weighted by performance Total (0-100) Ranking ACCOR º BARCELÓ º CARLSON º HILTON º IBEROSTAR º INTERCONTINENTAL º MARRIOTT º RIU º SOL MELIÁ º STARWOOD º Average per section

5 ALL (29) GROUP 1 (11) GROUP 2 (18) Category (number of indicators) TOTAL ENVIRONMENT: TOTAL (84) SOFT DISCLOSURE (13) HARD DISCLOSURE (71) MANAGEMENT (37) PERFORMANCE (47) A1 Governance structure and management systems A2 Credibility A3 Environmental Performance Indicators Materials Water Biodiversity Emissions, effluents and waste Products and services A4 Environmental financial indicators A5 Vision and strategy claims A6 Environmental Profile A7 Environmental Initiatives

6 ALL (29) GROUP 1 (11) GROUP 2 (18) Category (number of indicators) TOTAL SOCIO-ECONOMIC: TOTAL (110) SOFT DISCLOSURE (23) HARD DISCLOSURE (87) MANAGEMENT (61) PERFORMANCE (49) B1 Governance structure and management systems B2 Credibility B3 Key Social Indicators Labour and decent work Human rights Society Product responsibility B4 Social spending B5 Vision and strategy claims B6 Social profile C1 Economic indicators Economic performance Economic impact on destinations

7 90 80 Environmental hard/soft Environm soft Environm hard Total score

8 1_SocEnt 2_SocEnt 3_Com/Char 4_SocEnt 5_Com 6_NGO 7_Com/Char 8_Com Average (max +10, min -10) TIES Guideline Sustainable Management Selecting and Working with Volunteers Local Community First Lasting Impact Appropriate match Clear goals & objectives Special needs Alternative ways to contribute Defining Success & Measuring Impact Inappropriate behaviour Transparency in Financial Reporting Money per trip Donations Transparency in Non-Financial Reporting Managing Social and Economic Impacts Supporting Biodiversity & Heritage Impacts Needs Assessments Show values Working with locals Sexual exploitation Background checks Interacting with children Local conservation Respect heritage Respect wildlife (max +390, min -390 ) Aggregate

9 1_SocEnt 2_SocEnt 3_Com/Char 4_SocEnt 5_Com 6_NGO 7_Com/Char 8_Com Average (max +38, min -38) Responsibility per company Home page RT policy Americas (conservation) Asia (community) Africa (childcare) Aggregate (max +390, min -390) Average price per day

10 Responsibility Conservation Central/South America Responsibility vs Price _SocEnt 5_Com 3_Com/Char 4_SocEnt 1_SocEnt _Com/Char 6_NGO ,000 1,200 1,400 1, Total Price 8_Com

11 Responsibility Community Development Asia Responsibility v Price 12 1_SocEnt _SocEnt 5_Com 4_SocEnt 8_Com 4 2 6_NGO 3_Com/Char 7_Com/Char ,000 1,200 1,400-2 Total Price

12 Childcare in Africa Page Childcare Africa Responsibility v Price _SocEnt 9 7 5_Com 4_SocEnt 5 3 2_SocEnt 6_NGO 3_Com/Char 7_Com/Char 1 8_Com ,000 1,500 2, Total Price

13 Average price per day Responsible Value vs Price (Average per Day) _Com 7_Com/Char 3_Com/Char _NGO 4_SocEnt 5_Com 1_SocEnt _SocEnt Aggregate Level of Responsibility

14 1. Altruistic reasons 2. Better product reasons 3. Expect it already happens 4. Don t want to know, but don t mind if you do it 5. Will avoid your product 46% don t want to think about being green - they want to relax 33% believe sustainability claims are often ways to save money and/or reduce service 15% think a hotel run sustainably will be less comfortable than one without green credentials.

15 Be clear what response or change that you are hoping for from your customers 1. To make customers feel good 2. To raise awareness and change behaviour 3. To offer something extra 4. To get more customers

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17 Why charitable donations Bedruthan Steps Hotel (Cornwall) explains to customers at the point of booking that they encourage guest donations to responsible causes (while highlighting that the hotel also does their bit). 5 opt-out donation per booking: Option 1: co2balance Option 2: Surfers Against Sewage Option 3: St Mawgan in Pydar Community Fund

18 Using incentives to increase occupancy James Hiley-Jones. At Carey s Manor and Senspa in Hampshire car-free visits get: 10% off standard tariff rate 2 for 1 tickets at Beaulieu free steam train ride at Exbury Gardens 10% off cycle hire at Cycle Experience in Brockenhurst % of our leisure weekend customers and 30 to 40% of our mid week conference market now arrive car free. We ve realised how corporate social responsibility has become a much bigger issue and we now provide a green travel plan for conference organisers.

19 Be clear about the impression you want to create with your sustainability policy, photos, text Fun 2. Cultural immersion 3. Better service 4. Empathy 5. Trust/risk

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21 We buy local whenever possible Food: what will sell more? Sustainable, low carbon footprint, ecological Fresh, unadulterated, honest Putting the client at the centre of the experience works for all messages Roof insulation Solar panels Kitchen waste

22 Family Worldwide shows we share the same values What I m finding more and more as I travel and talk to parents, is the overwhelming number of you who are becoming desperate to help their children to engage with the real world and leave behind the screen of a computer, phone, Playstation, Nindendo DS, X-Box, Wii...

23 Integrate sustainability as part of quality through the channels you already use. 1. Certification 2. Awards 3. Press 4. Packaging 5. Brochures 6. On site communication

24 Meet your public relations manager The Mill at Gordleton (Hampshire). Crispie the Duck, an orphan they adopted is now the hotel s mascot. Photo calendar, children s book and doorstops inspired on Crispie- with profits from the book, for example, going to a local children s cancer ward.

25 Your website Your website s sustainability policy page is boring minimise waste by evaluating operations and ensuring they are fit for purpose

26 The seasonality of your website When do photos say I should come next? Blog/social mediawhat to look forward to Get better photos. Seriously Be your own tourist information centre. Things to do per season for free real treats when it rains from our doorstep bird menu

27 Best car free holiday page, because you planned everything

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29 You market your company all the time Help customers make informed decisions 1. Pre booking/purchase 2. After booking and confirmation 1. Food preorder 3. On arrival/ start of the tour 4. During the tour/ stay 1. Placemats 2. Menus 3. Maps 5. After the stay/visit

30 Camden food co

31 The Venus Company thinks about their impact on the environment, but also the impact on customers taste buds and eyes. They use food to tell a story - of where the food comes from and how it s good for you. They use over 40 organic products, source locally, and tell customers about it. Not tacky in your face way, but as part of reinforcing the message that you can enjoy being on holiday. They communicate sustainability everywhere - all their packaging talks about toxic free chemicals and hydrogenated fat amongst others

32 Compelling language Accurate website User-friendly website Social media marketing

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