The FINANCIAL — The investment volume of CSR projects implemented by Sheraton Metechi Palace in 2012 amounts to approximately USD 12,000, according to Andreas Heidingsfelder, General Manager of the Sheraton Metechi Palace Hotel.
The FINANCIAL — The investment volume of CSR projects implemented by Sheraton Metechi Palace in 2012 amounts to approximately USD 12,000, according to Andreas Heidingsfelder, General Manager of the Sheraton Metechi Palace Hotel. The brand also received the World Travel Award for the “World’s Leading CSR Programme” this year.
The occupancy rate at the Sheraton Metechi Palace Hotel reached more than 80 percent over the whole year, making 2012 the best year yet for the Hotel.
Sheraton accommodates more than 25,000 customers per year. It hosts up to 110,000 visitors a year if taking into account people that come to the Hotel for seminars, conferences, dining and parties.
The Hotel currently has 151 full-time and 30 non-permanent, on-call employees.
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“Starwood Hotels has a legacy of caring for the communities in which we operate, so Global Citizenship comes naturally to us,” said Andreas Heidingsfelder. “Taking care of our environment and our communities is a priority for Starwood.
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Q. Please could you tell us what the Hotel has carried out in terms of CSR activities over the last year?
A. We held a social project for homeless and vulnerable young people together with “G & G Production”. In the first stage the beneficiaries were introduced to the Hotel, the house rules, and were given master classes in choosing their professions. In the second stage of the project three beneficiaries started training in different departments including Food & Beverage and Engendering.
In 2012 we supported the international “walk to school month” to raise awareness amongst citizens and our associates in supporting a safe and healthy walking initiative.
We joined the worldwide campaign “Clean up the World! Clean Up Georgia!” Clean Up actions in the regions were carried out in each administrative district centre with the support of local governments and CSOs. Sheraton was the first company in Georgia to join the WWF Global Project “Earth Hour” in Georgia, which it did in 2009. We are happy that many companies have now started joining this wonderful green initiative which sends out a powerful message about saving the planet on 31 March every year.
The Sheraton team joined the Green Office of local non-profit organization CENN by handing thousands of recycled papers to them to support green initiatives and to protect our environment.
Waste is separated at the Hotel to raise the environmental awareness of our employees. Glass waste is picked up on a biweekly basis for recycling.
We participated in “Race for the Cure” this summer. Sheraton also hosted 250 elderly people for Christmas dinner.
Every guest who checks out of the Hotel is automatically charged an extra USD 1 and asked if they agree for this to go as a donation to projects by UNICEF, a partner of Starwood Hotels & Resorts worldwide.
Finally, the project of the year was to build a 6 metre high “Gingerbread house” out of recycled paper (paper-mâché work). For this we collected paper from the entire hotel, all hotel employees were involved in the paper collecting, tearing, brick making and house building process. The most exciting element of the project was that all of the employees that took part were doing it on a willing, voluntary basis, showing true CSR spirit!
Q. How long do your CSR projects last?
A. They last for different amounts of time. Starwood Hotels & Resorts has plenty of CSR Projects, and as soon as a hotel starts operating as part of the Starwood family, it automatically implements different CSR projects based on the area’s local customs, traditions and market. Some projects last for just one one term but most of the projects we implement are permanent and ongoing.
Q. Do you have a determined annual budget for CSR activities?
A. No, we don’t. We believe that money does not govern CSR; it’s about social responsiveness, the fact that our associates volunteer for most of our CSR projects; the fact that the volume of companies taking part in Earth Hour day is growing; the fact that people globally are thinking about their personal responsibility – that is what’s more important. We are sending a powerful message to people to make them realise that their individual actions can change the world. Direct cash distribution helps every project in the short term and underlines the action.
Q. Do you have a separate CSR department and manager at your company in charge of CSR activities?
A. Yes, we do. We have a Sustainability Champion and Green Council Chairman. They meet regularly and inform all associates of developments during general staff meetings.
Q. Social responsibility means that the company takes responsibility for business transparency. How often do you publicize your financial accounts?
A. Financial accounts are broadcast and issued quarterly through the CEO.
Q. How many employees do you have at Sheraton Metechi Palace? What is your company’s approach towards the management of human resources?
A. We are employing 180 associates at the moment. We believe that our associates are the main assets of our company. We pay very high attention to motivating our associates. Starwood Hotels and Resorts believe that motivated and engaged staff are key to success in the hospitality business. We have special reward and recognition programmes such as employee of the month and year, smile of the month and year, thank-you certificates, staff incentive programmes and promotion of employees internally in the Hotel as well as in the company.
Departmental and brand-trainings are provided in each department. Every associate has the possibility for cross trainings in other departments. Associates are given opportunities to experience and share their knowledge in sister hotels.
Q. Please give us your view about the use of water and gas at the Hotel?
A. We have an external auditor who gives us consultations on how to save energy. We are currently working on a project called “30/20 by 20 (Energy & Water) Maximum Commitment to Minimal Impact”. 30/20 by 20 is our promise to accomplish a 30% reduction in energy usage and a 20% reduction in water usage, achieved by the latest by 2020 (compared to 2008).
Sheraton Metechi Palace organized a Green Council, which is permanently working on new projects offered by Starwood Hotels through the company’s sustainability resource centre where we share the best practices for safety or the projects invented and implemented by us.
Q. Due to the global economic downturn there is a danger that CEOs faced with the need to cut costs will begin scaling down CSR programmes, commitments to environmental sustainability and healthier, yet more costly, manufacturing processes. What is the Sheraton Metechi Palace’s position in this regard?
A. Despite the economic downturn we continued our commitment to CSR. Even during the war in 2008 we had a sustainable programme assisting refugees living in a nearby school for more than a month’s period until they were re-settled by the Government. We believe that CSR is of more significance and should therefore increase during periods of difficulty.
Q. From your point of view how does CSR affect companies’ financial success? And in general, can responsible business prevent recession? How is it in your case?
A. Taking care of our environment and our communities is a priority for Starwood not only because it’s good for the world, but because it’s good for our business. We can do well when we address today’s significant business opportunities: increased costs, changes in consumer and customer expectations and preference and associate passions. This work will enrich our world through solutions and actions that are viable over the long term – sustainable solutions and actions.
Q. In your opinion, does CSR really increase the number of a company’s customers?
A. Yes, it does. Few companies even request approval before signing contracts with us.
Q. Do you think that companies which compete in the same sector in the marketplace should cooperate together more in matters of social and environmental needs? Do you have examples of such cooperation?
A. We believe yes. We have in the past had sports competitions with selected competitors. Furthermore, the Human Resources Managers of international brand hotels are working together on future projects for 2013.
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