Holiday Inn 2010 Annual Report Download - page 31

Business review 29
OVERVIEW BUSINESS REVIEW
THE BOARD,
SENIOR MANAGEMENT AND
THEIR RESPONSIBILITIES
GROUP FINANCIAL
STATEMENTS
PARENT COMPANY
FINANCIAL STATEMENTS USEFUL INFORMATION
Disaster relief
Hotels are places to celebrate, provide opportunities for
employment and have an economic impact on local communities.
When disaster strikes, they also provide shelter in a storm.
While our hotels already took action in times of need, this year
we drew up plans to formalise the way we respond in a disaster.
We will be partnering with one of the world’s three biggest aid
agencies to develop a rapid, cohesive response strategy, including
operating guidelines to help hotels make the best use of their
resources in times of disaster. We are also putting in place simple
and effective donation channels to leverage our global scale and
employee and guest base.
Regulation and legislation
Over and above complying with legal requirements wherever
we operate, our systems and programmes are helping to put us
ahead of regulatory demands. Green Engage is core to helping
hotel owners manage current regulatory performance and prepare
for anticipated regulations.
This year we were able to use Green Engage to comply with the
requirements of UK’s Carbon Reduction Commitment, a mandatory
carbon emissions reporting and pricing scheme.
These and other complex regulatory matters are overseen by
our Global Carbon Strategy Team. We review our carbon strategy
regularly with our CR Committee and discuss it with our owners’
association, the IAHI, to make sure our franchise partners support
our aims.
External recognition
Our activities received external recognition, including:
• LEED endorsement of Green Engage;
• Best 2010 Corporate Responsibility Report in the Travel
and Leisure sector – Radley Yeldar;
• IHG was recognised as the most environmentally and socially
responsible hotelier in Australasia, after being awarded the
inaugural Responsible Travel Management Award by
the National Business Travel Association 2010; and
• Worldwide Hospitality Award judges award 2010 for our
approach to sustainability.
Policies and Code of Ethics
We have detailed policies on the environment, human rights,
the community and a Code of Ethics and Business Conduct.
Among the Group’s core values is the concept that all employees
should have the courage and conviction to do what is right.
The Group’s global Code of Ethics and Business Conduct
consolidates and clarifies expected standards of behaviour and
communicates the ethical values of the Group. It states clearly
that IHG’s reputation is built upon the trust and confidence of our
stakeholders and is fundamental to our operations worldwide.
A Confidential Disclosure Channel also provides employees with
a means to report any ethical concerns they may have. The Code
is applicable to all employees and is available on the Company’s
website at www.ihgplc.com/investors under corporate governance.
Green Engage is driving revenue too. Our research shows that
many US and UK frequent travellers prefer hotels which are
meaningfully engaged in corporate responsibility. For this growing
band of environmentally-aware customers, the recent LEED
endorsement of Green Engage is proof that we are making
environmental responsibility part of the way we do business.
Supporting communities – generating local economic opportunities
This year we revised our Community Strategy and made good
progress on implementing our new key initiatives.
With hotels in 100 countries and territories we have a great
opportunity to improve the lives of local people. Making a tangible
difference is also a key element in building a strong reputation for
our business and our brands. As such, our Community Strategy,
which outlines how we seek to create local economic opportunities,
is critical to our core purpose of Great Hotels Guests Love and to
achieving economic success.
IHG Academy
Through our IHG Academy we partner with education providers
and community organisations to create local education and
employment opportunities and drive economic growth. This is a
truly sustainable business proposition. The Academy partnerships
help to ensure the future of our hotels in areas where skilled
employees can be hard to find and give people the skills and access
to careers that they would not have otherwise had. They provide
our existing employees with a chance to participate and make a
difference, and ensure we provide high quality guest experiences
throughout the world.
The IHG Academy was first established in China, where we have
23 partners in 10 locations, training more than 4,800 students
each year. We are now establishing similar partnerships in
other countries.
Focusing on creating economic opportunity puts us at the
leading edge in our sector, giving us a competitive advantage
and resonating with key external stakeholders, such as corporate
clients. IHG Academy has also featured in case studies written
by Harvard University and the International Tourism Partnership.