Still much too environmental

ITB: Hotel chains mostly pretend CSR competence, says a study

Dr. Xavier Font.

Berlin (April 22, 2011). What was even more sober than the result were the short explanations afterwards: Accor was the only international hotel chain that achieved a good result in the first ranking of Corporate Sustainability Responsibility (CSR) – the remaining big names were massively criticised by the analysts: Barcelo, Carlson, Hilton, Iberostar, InterContinental, Marriott, RIU, Sol Meliá and Starwood Hotels. The study, financed by European consumer protection associations and carried out by Leeds Metropolitan University, was introduced at the ITB hotel conference, the 2011 "ITB Hospitality Day”.

The six-month study was to point out the companies’ various different CSR guidelines and how they are put into practice, and, of course, informing consumers about how choosing a hotel group can influence tourism in general. Xavier Font, Co-Director at the International Centre for Responsible Tourism at Leeds Metropolitan University, provided a 20-minute insight into the analysis of the above-mentioned hotel groups.

Only RIU refused to participate, all other chains responded, sent internal documents and allowed – apart from Hilton - visits at particular hotels. According to Xavier Font, Iberostar’s answers turned out to be rather meagre, so that the data had to be collected manually from public sources.

Disappointment prevails

Aside of evaluating the paper documents, the analysts spent eight to ten hours in individual hotels of the group around the Mediterranean, in Mexico and Thailand. Then, they sent their results to the hotel headquarters waiting for their feedback. The result was more disappointing than motivating in general.

If a chain had issued its CSR guidelines to all of its hotels, the analysts found various different states of realisation: some hotels turn out to be far more committed, while others showed no consistency. Obviously, factors like legal stipulations, location, guest demand and the question whether it was about a hotel in ownership, management or lease, also played an important role. All in all, the corporate policies are far behind those of other single hotels.

The first six hotel groups of the ranking are relatively close to each other; however, they achieved highly varying results concerning the individual aspects. Xavier Font mainly praised Accor that it had managed to put its guidelines into practice more or less consistently in its hotels. Quite a contrast to Hilton, as Font considers their degree of realisation particularly poor. It was surprising that the smaller Sol Meliá group from Spain achieved a better result than a mega chain like Marriott. Concerning RIU, the British researchers expected it to be particularly apt in this field due to its joint venture with pro-CSR operator TUI, but this turned out to be a misjudgement.

In total, the hotel chains seem to reduce their understanding and engagement concerning CSR to environmentally focused water, waste and energy reduction or recycling. "Today, a General Manager no longer has time to deal with realising CSR”, said Xavier Font. "It is an extra job at the end of a long list of jobs.” Accordingly, the hotel chains evaluated emissions (carbon footprint) from a pure hotel point of view.

The focus on water, waste and energy is also reflected in the management system data, while social-economic aspects and interdependencies between hotels and their environment remain unconsidered. According to the study, only Marriott and InterContinental show that they also observe the loss of natural resources at their destinations.

Hotels lack the view outside

The British analysts considered it highly disappointing that CSR guidelines are not reflected in purchasing. "It is not about using fair-trade sugar”, said Xavier Font, "but showing how much more expensive fish gets in the village, if I sell it in my hotel.” Hoteliers lacked the changing perspective – from outside to inside and vice versa. Accordingly, not a single hotel was willing to do without the plastic drinking cups at their pools – the result would have been a conflict with the health, hygiene and safety regulations, said the managers.

Most chains offer training for staff members, but only with reference to the environment and not to social-economic aspects. "Obviously, human resources is not integrated in CSR”, said Xavier Font. Another hint at their anti-CSR way of thinking: hotel chains pay their staff members only the legal minimum instead of paying them based on their individual living conditions.

Accordingly, staff members are urged not to bother guests with CSR: "Do not disturb” seems to be the motto of their guideline. The General Managers argue that guests paid a lot of money for what they do. They do not get involved deeper in the topic. "Only Accor and Marriott go a bit further here”, said Font.

His summary is rather sceptical: Xavier Font doubts that the hotel groups will achieve their CSR goals. A new study will tell the story should the occasion arise. / map

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• April 15, 2011 Hot mixture: searching, booking, rating - Social media panel at the ITB: the giants are facing criticism

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