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Deutsche Hospitality - Corporate Responsibility (CR) program

Recognizing its responsibility for present and future generations, Deutsche Hospitality engages in an economic, ecological and social way. The clear mission: “think global, act local”.

Deutsche Hospitality has elaborated its own Corporate Responsibility (CR) program. Essentially, [a]ll together Steigenberger-associates internalize sustainable improvement. Concomitantly, the StHG is following a clear Mission, namely “being responsible for present and future generations involving all people by improving the environmental performance; support the international anchored human and labour rights and to provide extensive information about the Company’s Corporate Responsibility Program.” On a strategic level, we still follow the principle “think global, act local”. This principle is specifically applied to our Corporate Social Responsibility (CSR). Our CSR is split into three areas: economic responsibility, ecological responsibility and social responsibility. Each aspect is taken into account on a central level (Headquarters) as well on a local level (Hotel). In order to have responsible persons we appoint one Sustainable Development Ambassador (SDA) for each Hotel and one for each unit/brand on a central level. With this structure, we can ensure that we can live up to the principle of “think global, act local”. In practice, this means that we can structure the work of our SDA on a local level in accordance to our guidelines set out on a central level. This enables to take note of high potential projects that should be transformed to a higher level (Buttom-Up-Approach). On the contrary, we enable the dissemination of central projects to the local level (Top-Down-Approach).

Key to our CR Project is our holistic application of the Continuous Improvement Process (CIP). The CIP was introduced with the ISO 14001 Environmentalmanagementsystem certification for all our European hotels in 2014. The CIP is the core element of the ISO 14001. Every SDA exploits the CIP’s full potential, not only when working on environmental issues but also when working on issues relating to other topics. This is also reflected in our three areas. Economical responsibility: Rollout of our Green Meetings concept. Ecological responsibility: Initial certification of our Energymanagementsystem ISO 50001, hence, extension of our ISO14001.

Social responsibility: Social projects are important to us. That's why we are working with the non-profit climate protection organization atmosfair to promote water treatment technology in Egypt. Our guests also play a role: for each reservation made on our website we donate 1 euro. This money is used to support the construction of four solar water treatment plants in the desert region "Western Desert" in Egypt. Another important element is the “Social day”, which gives Steigenberger employees the possibility to work one day for a nonprofit association.

All of these projects are a follow up of a pilot project. Hence, we applied the CIP and concomitantly brought the project on a higher level.

On a practical level, our employees are directly involved in the actions determined by the initiative in their everyday business. Our HQ purchasing department for instance is in charge of checking existing products as well as new ones regarding our sustainability criteria. In a next step, these products are used in our hotels and checked by our SDA in the hotel. In our core operational business, our hotels, the key part is everyone’s behavior. Our SDA in every hotel is in charge of training her/his colleagues regarding a sustainable behavior as well as resulting actions. Regarding our clients we have to take smart as well as commercial solutions as it is very difficult if not impossible to train them regarding their behavior. Thus, we have chosen to create products such as Green Meetings and our 1€ Booking engine or the “Social day”. These products offer them a truly sustainable way of hosting a convention and / or staying at our hotels as they support UN certified projects. Further, we can create awareness towards important sustainability issues, hence, indirectly influence their behavior. Our business partners are involved in several ways. One is a direct partnership with them as in the case of Green Meetings or the 1€ Booking Engine. Another is a criteria based one as in the case of Food and Beverages purchases. This is especially true for our Green Meetings product. In this case, we select our suppliers based on criteria such as the European Union organic certification criteria. In this regard, they become actively involved as we carefully examine them and either suspend them from our supplier list or give them a specific deadline to correct the deviation. Our community gets directly involved with our various local projects, within the framework of our “WIR”/Social Project.

In sum, we can argue that our CR project is holistic in nature and practice. With our CIP we can adequately determine when and how to apply either the Button-Up or Top-Down-Approach. Our resulting actions and projects in the three main areas of economical, ecological and social responsibility reflect this application. This can also be derived from our continuous consistency regarding the substance of our previous applications to this award.

Please find our online presentation here:
http://www.steigenberger-presentations.com/hospitality_award_2016_dh/02_sustainabledevelopment