Corporate Social Responsibility Report2011
Any hotel fills a space, few worry in improving it Granja del hotel Fuerte Grazalema
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Statement pág. 5
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Profile and structure pág. 9
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Organization strategy pág. 15
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Report scope pág. 21
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CSR Indicators
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pág. 24
Farewell & indicators table pág. 63 GRI
Corporate Social Responsibility Report 2011 3
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Statement pรกg. 5
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Statement
Welcome to your home Dear friends, I want to present you the Corporate Social Responsibility Report of Fuerte Hoteles 2011, which includes the policies, steps and achievements accomplished in this period in terms of a responsible performance. Since the opening of our first establishment, Hotel El Fuerte, 50 years ago, these values have been present and we have developed and integrated them in our daily work. Fuerte Hoteles takes the Corporate Social Responsibility personally, applying a Responsible Tourism philosophy in the management of their hotels and breaking new grounds in its application. We pursue a triple aim: a social, an environmental and an economical improvement of all the areas of influence where the hotels are located. We try to accomplish our motto in each of our projects: “Let’s look after our people and the environment”, since, as the heading of our reports says, “Any hotel fills a space, few worry in improving it”. It’s not just a huge responsibility to define yourself as a responsible chain of hotels, but a stimulating challenge achieved with day-to-day work
We are groundbreaking in Responsible Tourism
Sincerely, Isabel Mª García Bardón President of Grupo El Fuerte Corporate Social Responsibility Report 2011 5
Impacts derived from the enterprise’s activity The European Commission has defined the Corporate Social Responsibility as “the responsibility of enterprises for their impacts on society”. Fuerte Hoteles, who for the past 50 years has developed a responsible tourism, reports in this document the principles which allow them coexist in harmony with the environmental, cultural and social and economical surroundings. All the hotels belonging to this chain accept sustainability as a guiding principle and include new procedure systems to guarantee a minimum environmental impact and encourage a cultural and local economy. Another of their main aims is social welfare, this includes clients, employees and the most disadvantaged ones. So, on the one hand, Fuerte Hoteles
ECOLOGICAL FOOTPRINT AND CARBON FOOTPRINT Measurement of the ECOLOGICAL FOOTPRINT translated to hectares of nature the operations of the chain, as well as the CARBON FOOTPRINT, which indicates the amount of CO2 emitted.
takes into account in its daily actions the stakeholders group (clients, personnel recruited, suppliers, shareholders, public administration, community where they deal, media and a long etc.). On the other hand, the need to measure and reduce the environmental impacts derived from the hotel industry where they are located: Marbella, Estepona; Torrox, Grazalema, Conil and El Rompido (Huelva). Being a socially responsible enterprise is a commitment for Fuerte Hoteles as they must inform on the progresses obtained, and annually publish a report with the advances and challenges accomplished. Therefore, Fuerte Hoteles presents here a first glance of the main environmental indicators based on respect, as well as its interest on social welfare:
STATISTICS Fuerte Hoteles controls many indicators to try to reduce the environmental impact of human activity.
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Committed to progress
ENVIRONMENTAL SURROUNDINGS
For Fuerte Hoteles the environmental surroundings are part of the chain. Respect it means preserve its legacy and caring for it is a responsibility.
CULTURAL SURROUNDINGS Fuerte Hoteles wants to assure the preservation and development of its cultural surroundings. A place most never forget its customs, traditions and identity.
PEOPLE Fuerte Hoteles pays attention to the details so the experience of its facilities exceed the clients expectations.
Fuerte Marbella, 4000m2 of gardens which surround the hotel Corporate Social Responsibility Report 2011 7
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Profile and structure pรกg. 9
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Profile and structure
Working for our clients satisfaction since 1957
2.1. Basic data
2.2. Main activities
Fuerte Hoteles is a limited company of 100% Andalusian capital, which is part of Grupo El Fuerte, owned by the Luque-García family. Specialized in services and holiday tourism, Grupo El Fuerte stands out for a responsible management with the environment and the society, achieving a solid position in the national market with hotels in Andalusia.
Fuerte Hoteles is an enterprise with over five decades of experience in holiday tourism focused in social welfare and the environment.
The chain’s headquarter is in Marbella (Malaga), where the first hotel, El Fuerte (now Fuerte Marbella), was established in 1957.
Fuerte Hoteles Central Offices Avda. El Fuerte s/n 29602 Marbella, Málaga Phone:+34 902 109 900 www.fuertehoteles.com calidad@fuertehoteles.com
The diverse corporate areas of Grupo El Fuerte include the hotel industry mainly developed in Andalusia (Spain), the rent of apartments, a real estate division and an agricultural exploitation in Estepa (Sevilla). Fuerte Hoteles also has a group of enterprises which supplies management, design, interior design and maintenance services, and a web specialized in worldwide responsible hotel bookings. On the other hand, Fundación Fuerte organizes the group’s solidarity activities to improve the social, economical and environmental activities of the communities where the hotels are located. Corporate Social Responsibility Report 2011 9
2.3. Flow chart of the organization Fuerte Hoteles Fuerte Hoteles is the hotel division of Grupo El Fuerte, in which this report is focused on. It has two hotels in Marbella, another two in Conil, one hotel in Sierra de Grazalema, one in El Rompido and another one in Estepona; besides apartment rentals in Estepona and Torrox Costa. Therefore it has tourism establishments distributed from the coast of Huelva, going through Cadiz until Malaga.
FUERTE EL ROMPIDO, naturally a unique environment In the heart of the Natural Park of Río Piedras and Flecha de El Rompido, next to the beach and a golf course, surrounded by hiking routes. Many excuses are needed to not go. > Cartaya, Huelva > 300 rooms
> Opened in 2005 > 4 star hotel
FUERTE GRAZALEMA, a place where only few make it Fuerte Hoteles entered the world of Rural Tourism by an environment which invited one to get lost and forget everything in the heart of the Natural Park of Sierra de Grazalema. > Grazalema, Cádiz > 77 rooms
FUERTE CONIL - COSTA LUZ, with the environment as flag Fuerte Conil was designed to enjoy the best views of one of the most beautiful corners of the coast, Conil de la Frontera, respecting its surroundings. Later on, Fuerte Costa Luz was built to created a complex. > First hotel in Spain with Quality and Environmental Management System Certification. FUERTE CONIL > Conil de la Frontera, Cádiz > 250 rooms
> Opened in 1999 > 4 star hotel
FUERTE COSTA LUZ > Conil de la Frontera, Cádiz > 219 rooms
> Opened in 2004 > 4 star hotel
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> Opened in 2002 > 4 star hotel
55
years of experience
7 hotel
More than
656.511
establishments
clients
More than
650
employees
A
36.685.000 euro billing
FUERTE MARBELLA, the first ones in the heart of the Costa del Sol After more than 50 years it’s become a distinguishing mark for Marbella, a national and international tourism reference. > First Spanish Holiday Hotel with certification UNE-EN ISO 9002 > Marbella, Málaga >Founded by José Luque Manzano in 1957 > 263 rooms > 4 star hotel
FUERTE MIRAMAR, where health comes first A good way to invest in the chain’s health was to invest in the clients health, therefore Fuerte Miramar in Marbella was launched with a complete hydrotherapy center. > Marbella, Málaga > Opened in 2001 > 226 rooms > 4 star hotel
APARTAMENTOS FUERTE CALACEITE, with Europe’s best climate Luxury attics and apartments, between Torrox and Nerja, with Europe’s best climate. > Torrox Costa, Málaga > Opened in 2008 > 87 Apartments > 3 Keys
FUERTE ESTEPONA and APARTMENTS FUERTE ESTEPONA, luxury on the beach Fuerte Estepona opened in 2010, located in Estepona, right on the beach and in the heart of the Costa del Sol. The opening of this complex is the most recent tourism establishment of the chain in Andalusia, although in this case it’s an establishment in management but not in property. >Estepona, Málaga
>Opened in 2010
>210 rooms
>4 star hotel Corporate Social Responsibility Report 2011 11
Our trade mark is FUERTE
Other group divisions > We Company We Company is a group of enterprises associated to Grupo El Fuerte and dedicated to give solutions to other enterprises. We Project carries out the management tasks concerning building developments. Its strength has helped it go international with the launch of We Project Jamaica. On the other hand, We Design is in charge of the interior architectural design of the establishments, while We Equip handles the procedures with suppliers to acquire furniture and interior decoration. Finally, We Resolve is in charge of the establishments integral maintenance. > Responsiblehotels.travel An online channel specialized on responsible hotels. This initiative of Grupo El Fuerte allows to satisfy the needs of travelers committed with a responsible tourism so they can easily and conveniently identify and book hotels of these characteristics worldwide. It’s a meeting point between travelers and hotels committed with the environment. 12 Corporate Social Responsibility Report 2011
> Agrodesarrollo The purpose is to develop a sustainable agriculture introducing the latest techniques of production available. It’s an olive tree agricultural exploitation in Estepa (Sevilla), a combination of ecological and conventional agriculture. > Fundación Fuerte Fundación Fuerte takes its name from the first hotel, El Fuerte, established as an example of the values which over more than 50 years (1957), have been an important reference to the spirit which encourages this family business and is summarized by the enterprise’s motto:“We look after our people and the environment”. Fundación Fuerte is Fuerte Hoteles’ way to house all the humanitarian activities carried out through the different hotel localizations which encourage the development of the social and cultural environment. The Foundation’s aim is a human social-cultural development by encouraging social and cooperate activities. It also helps organizing cultural events which underline natural and true values.
Fuerte Miramar, pools chlorinated with common salt to avoid chemical wastes Corporate Social Responsibility Report 2011 13
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Organization Strategy pรกg. 15
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Organization Strategy
3.1.Mission, vision, values and strategic objectives The commitment with the environment has always been part of the management policy of each of the enterprises which build up Grupo El Fuerte. However, recently this policy established more the fifty years ago by its founder, D. JosĂŠ Luque Manzano, has been clearly strengthened in the building construction and in the recent hotel establishments which incorporate the latest sustainable technology, and therefore of the environmental care.
We measure responsibility
Aware that the development of an activity like the one carried out by Fuerte Hoteles takes into account the environmental care as well as the resources necessary for its proper functioning, the chain has made the implantation of a sustainable management a strategic matter in each of the projects it carries out. Fuerte Hoteles’ mission is to be a family business orientated mainly to hotel businesses and profitable real estates and committed to a responsible development of people and its surroundings. The vision of the hotel chain translates to a constant quality improvement of its properties and clients related services, the needs of our professionals, the society welfare and, more precisely, to the setting
where their activity is carried out. All of this with an enormous environmental respect and with the least environmental impact possible.
What can be measured, can be managed Being responsible is much more than just a philosophy. It’s not about the words, but about an objective and clearly measurable reality. Indicators value the efficiency of the responsible management initiatives, based on: > Return to our origins: value the natural and the authentic (genuine), with indicators that measure the food offer and native drinks, of ecologic origin, of local suppliers, etc. > Pollution decrease: the Ecological Footprint, the Carbon Footprint or those indicators that measure the amount of electricity and drinkable water consumed by each client, as well as the amount of recycled wastes are extremely important indicators that measure the environmental impact of the hotel industry. > Ethical and transparent management: Fuerte Hoteles looks for an ethical and transparent management through the clients satisfaction results, the working environment and the encouragement and budgets aimed for social and environmental projects. Corporate Social Responsibility Report 2011 15
SOCIAL SPHERE
STAKEHOLDER GROUPS
ENVIRONMENTAL SPHERE
ECONOMICAL SPHERE
3.1. Dialogue and transparency Fuerte Hoteles values clients, employees, suppliers, stakeholders, communities where their hotels are established and communities which benefit from the social projects of the chain, public administrations and the enterprises collaborating (tour operators, travel agencies, webs…). It’s crucial for Fuerte Hoteles to establish solid connections and consensual relationships with each of these groups. The goal is to create a social integration, optimize results and consolidate a strong trust with each of them.
STAKEHOLDER GROUPS >>SOCIAL SPHERE Besides the relationships with employees and clients, Fuerte Hoteles cooperates with: > Enterprise Associations - Part of HORECA, employers hotel industry association in the province of Cádiz, since 1999. -AEHCOS, since its establishment in 1997 it’s part of the Hotel Enterprises Association of the Costa del Sol. 16 Corporate Social Responsibility Report 2011
- CIT Marbella (Initiative Tourism Center of Marbella) since its foundation in 1989. José Luque García, Chief Executive of Fuerte Hoteles, is the executive vice-President. In Andalusia, the hotel chain cooperates with the following associations: -Asociación Andaluza de la Empresa Familiar (since 2001), part of the 23 founding Partners. The President of the Group, Isabel Mª García Bardón, is member of the Board of Directors. - Cátedra Empresa Familiar (San Telmo), since 2000. > Specialized forums, universities and technological centers: Besides, Fuerte Hoteles constantly participates in specialized forums on quality management, environment, marketing, energy efficiency, tourism, etc. Concurrently, the directors of the chain Fuerte Hoteles offer lectures in different universities, like Málaga (in the Tourism and Science Economics and Business faculty). Finally, José Luque, Chief Executive of Fuerte Hoteles, is a member of the Board of Directors of ITH (Technological Hotel Institute).
Members of the Fuerte El Rompido team during the Clients Vs Employees Day.
Foundation +Árboles to plant a hundred trees in Marbella’s Mountains, contributing like this to compensate the CO2 emissions.
Solid connections, consensual relationships > Local community Fuerte Hoteles’ policy concerning the local communities where their establishments are located, contemplates and ensure its development, innovation and respect towards the inhabitants of the area, trying to conserve and encourage both historical and cultural values that distinguish each location. Furthermore, the chain’s recruitment policy gives priority in recruiting locals.
> People and clients Fuerte Hoteles includes in its management policy, activities to incentivise environmental respect and contribute with the local development. > Employees Fuerte Hoteles’ employees contribute with the sustainability policies. To make them aware and acknowledge the actions carried out by the hotel they are sent information. Besides being part of volunteer actions proposed by the enterprise.
>> ENVRIONMENTAL SPHERE In relation to the environmental performance the following must be underlined:
>> ECONOMICAL SPHERE Fuerte Hoteles has established good relationships with the Public Administrations as with the Town Hall, Councils and other public organisms like the Public Enterprise for Tourism and Sport Management of Andalusia, essential when handling any type of activity.
> Non-profit making associations In March of 2011 Fuerte Hoteles participated as a collaborating enterprise with WWF Spain in ‘La Hora del Planeta’. The hotel chain also signed in 2011 an agreement with the
The commercial relationships with tour-operators and other global tourism agencies, as well as with service suppliers and necessary products for the development of tourism activities is also of great importance. Corporate Social Responsibility Report 2011 17
Feedback allows us improve day after day
Merit Medal to Isabel García Bardón, President of Grupo El Fuerte, awarded by the President of the Junta de Andalucía, José Antonio Griñán
Main relevant information sources
Transparency, a value One of Fuerte Hoteles’ main aims is to integrate the company’s interests with those of its clients. To achieve this they have developed instruments to improve communication with all its clients and are reflected with tangible data. Fuerte Hoteles understands transparency as a VALUE which allows the stakeholders access and acknowledge the information on its processes and activities reliably. At the same time, this transparency allows to improve relationships with the different stakeholders. The term transparency should ensure a flow of economical, social, environmental and political information of the organization. In addition, Fuerte Hoteles is based on the Ethical Code (see page 27 and 28) through which the enterprise’s fundamental values are transmitted both to clients and employees. It’s about encouraging an enterprise 18 Corporate Social Responsibility Report 2011
Clients suggestions
Economical information
CLIENTS Environmental results with ethical and transparent values while working with socially responsible criteria. As mentioned before, information and transparency are of great importance in the chain’s day-to-day work. Because of this a restructuring of the management departments was carried out in 2011 in order to speed up both clients and other operating departments requests. The same was applied in the marketing and communication systems by reinforcing the web tools, improving the contents and enlarging the information held in this Corporate Social Responsibility Report (CSR). This report includes new indicators of the GRI list (Global Reporting Initiative).
Entrepreneurial results The idea is to transmit an image of transparency and trust to improve our clients confidence and allow a feedback to carry on improving. Another of the main communication policies is the active institutional role which reinforces the enterprise’s relationships with the civil society. Therefore, the hotel cooperates actively with public and private institutions which have a strong influence on the society and enterprises of the areas where their activity is carried out. One of the most frequent information exchanges is by forum participations and lectures where knowledge’s and experiences are shared to help improve tourism and sustainable development policies.
Fuerte Conil - Costa Luz, one of the top 11 worldwide environmentally managed hotels according to TUI Corporate Social Responsibility Report 2011 19
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Memory Scope pรกg. 21
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Memory Scope Fuerte Hoteles CSR Report is an annual report, publishing it’s third edition.
An excellent work is rewarded
Fuerte Conil and Fuerte Costa Luz were awarded with the prestigious prize HOLIDAY CHECK AWARD. This makes them one of the most popular hotels of the area thanks to the quality, service and satisfaction of their clients. Awarded as an exceptional hotel.
The Report includes CSR information on the activity related to the hotel chain Fuerte Hoteles during 2011.This excludes the other group subsidiaries due to its independent nature and the activities of Fuerte Estepona for being a hotel in function and not in property. In addition it also mentions the work the chain carries out through Fundación Fuerte since its activities are social and cultural matters.
Fuerte Hoteles was awarded with the TUI ENVIRONENTAL CHAMPION prize. The German tour-operator recognizes the most worldwide committed tourism establishments. More precisely, three hotels of our hotels have managed to be in this sustainability ranking. The 11th position awarded to Fuerte Conil - Costa Luz should be underlined, followed by Fuerte El Rompido (28) and Fuerte Marbella (around 100).
Fuerte Hoteles recognitions during 2011 Over the years, Fuerte Hoteles has gained reputation, trust and admiration of many enterprises, clients and friends. A long generation of guests have stayed in our hotels during more than 50 years. The excellent work has been compensated by thousands of appreciation letters sent by millions of our clients, and of course, of many enterprises.
Fuerte Hoteles was awarded with the 2011 TRIPADVISOR CERTIFICATE OF EXCELLENCE given to the tourism entities best rated by its clients in the mentioned travel portal. More precisely, the hotels belonging to the chain achieved an average value of 4.5 points over 5 thanks to the opinions and comments of one of the online most important worldwide travel communities.
Fuerte Hoteles recognitions during 2011
Fuerte Conil - Costa Luz was awarded with ZOOVER RECOMMENDED 2011, which makes a hotel entity one of the bests in Europe thanks to the rating of their own clients on their web site.
The Hotel Fuerte ConilCosta Luz was awarded with the prestigious prize TUI HOLLY 2011, which places this hotel in the TUI clients top worldwide 100 favorites.
Fuerte Hoteles wins the EMPRESA SOCIALMENTE RESPONSIBLE prize awarded by the Regional Government of Málaga. This prize recognizes entities with ethical behavior and social responsible codes. Corporate Social Responsibility Report 2011 21
Fuerte El Rompido, in the Natural Park of RĂo Piedras and near DoĂąana 22 Corporate Social Responsibility Report 2011
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CSR Indicators pรกg. 24
Corporate Social Responsibility Report 2011 23
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CSR Indicators
INTERNAL
SOCIAL
ENVIRONMENTAL
EXTERNAL
Social improvements for: > Health (medical insurance) > Marriage > School books > Nursery > Volunteer training > Down payments and loans > Accommodation discounts in the chain’s hotels > Improvements in partial retirements > Accommodation offers for employees of the Group > Integration of groups at risk of social exclusion > Diversity management > Gender equality > Surveys on work atmosphere > Performance evaluations and development conversations
> Fundación Fuerte projects > Cultural projects > Social Networks management
> Bio-climatic and environmental construction > Energy efficiency > Saving Manual > Follow up and measurement: Ecological Footprint and Carbon footprint > Wastes > Atmosphere emissions > Residues > Purchasing policies > Initiatives 2011:
> Promotion of ecological gastronomy > Transparency and communication: Inform clients on environmental matters (electrical consumption, Ecological Footprint, Carbon Footprint) in receptions and websites of Fuerte Hoteles. > Responsible activity programme ‘Fuerte Experiences’ > Environment preservation > Promote active sustainable development
>> Recycling of vegetable oils to produce biofuels >> Electric car outlets >> Packaging reduce >> Digital Signance >> Responsible events
> Economical performance programs and policies: correct government and ethical code > Implementation of management systems > Identification and dialogue with stakeholders > Implementation of sustainability indicators
ECONOMICAL
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> Policy and customer satisfaction management > New relationships with suppliers > Stakeholder policy > Encourage and help local shareholders > Honest communication
We are STRONG 5.1 Economical indicators 5.1.1. Economical management
Fuerte Hoteles is based on the Management by Objectives (MBO) method. This management method allows to compare and establish constant and efficient results and opportunities.
Hotel Fuerte Conil-Costa Luz Reception.
The mission and vision of the chain Fuerte Hoteles involves the adjective ‘responsible’, this means the social and responsible values are part of the essence of the enterprise.
Hotel income results and additional activities in Fuerte Hoteles (thousands of euros)
2010
2011
Net revenue figures Other operating incomes
33.367 1.868
36.685 1.605
Total Income Provisioning Personnel expenses Other operating expenses Results of disposal and other results
35.235 5.054 10.682 12.096 382
38.290 6.459 11.874 12.468 -79
EBITDA Amortizations
7.785 5.296
7.410 5.178
EBIT Financial result
2.489 1.434
2.232 -753
EBT (Result before taxes)
1.055
1.479
Hotel results with income and expenses of all the hotels and apartments, except Fuerte Estepona (because of its management modality) Corporate Social Responsibility Report 2011 25
Pathway opened by Fuerte Hoteles which goes from Fuerte Grazalema to the town to encourage its economy.
5.1.2. Business management Fuerte Hoteles is different from others as they use new and reliable management methods and the most efficient tools. Any business model runs the risk to be outstood by another model. Therefore, internalize the changes that a sustainable development offers in a competitive environment and the development of relationships with the stakeholders represents a great progress for our company. The rapid acceptance of a sustainable management in Fuerte Hoteles is due to the increasing worldwide economical activity, where the environmental consequences,sometimes irreversible, should be underlined, as well as the social inequalities.
Programs and policies of economical performance: correct government and ethical code For Fuerte Hoteles, a hotel is successful when it achieves the objectives, economical budgets and the clients satisfaction standards. The chain is 26 Corporate Social Responsibility Report 2011
concerned with the hotel projects, caring about the investment efficiency cost and the exploitation. Therefore they try to measure the ROI in each the strategic actions.
Responsible Tourism, a strategy Day after day the present society claims more respectful environmental products and services. Consequently, the enterprise must accomplish these demands. Fuerte Hoteles is aimed towards a Responsible Tourism, contrary to the ecological tourism with only takes into account the environmental impacts, responsible tourism is also committed with the economical and social and cultural matters which are part of the process. This represents a balance between the most effective use of the economical, social, cultural and natural resources of the area against the tourist satisfaction rates and the negative impacts on the local society or on the environment. For Fuerte Hoteles this model is based on the assumption that to have wealth one most absolutely respect all the basic factors that take place in the tourism industry: the
We consider that a hotel is properly functioning when it achieves the objectives, the economical budgets and the client satisfactions natural and social-cultural surroundings, the shareholders, the clients, the employees, the providers, the public administrations, etc. Therefore, the chain’s hotels are established as ‘Responsible Hotels’. Therefore, they strengthen the campaigns aimed at the enterprise’s personnel, the providers and those aimed to the clients with the objective to manage a sustainable activity in the enterprise. With the objective to put into practice the guidelines set in the enterprise’s general policy there has been a procedure included in the operations carried out by the various people in charge. From the supervision and control of the different electrical energy consumptions, fuels, water, etc., to the correct management of waste, recycling, reuse and removal with authorized handlers.
Our Enterprise is its employees, not its machinery nor its facilities Ethical code Fuerte Hoteles is governed by an ethical code that regulates the most representative principles and values inculcated to our employees and mentioned below:
1. We are here to satisfy our clients. To listen and understand what out client want, to know if there is a complaint, to find the best way to offer what they need and do it with care, courtesy and respect. An honest and big smile with always be part of the impeccable service we offer.
2. The enterprise’s main value is its people. The enterprise’s most precious good is its people. We shall not discriminate people regardless of their race, origin, economical status, beliefs, sex or sexual orientation and will respect the established rights in the Universal Declaration of Human Rights and public freedom.
3. By respecting the environment we prove our respect towards others.
6. Participating and an equal treatment encourages commitment with the Enterprise.
The environment is a global heritage and by respecting it we are being considerate with the rest, our lives and our neighbors. By respecting the environment we guarantee a better future for the coming generations. The environmental concern will always be a good basis to develop relationships with the communities located in the settings of our hotels. We are specially concerned with the austerity in each type of consumption and electrical and water saving.
We want our employees to participate. An employee interested in knowing and giving opinion on our difficulties is an employee committed. Employees are only responsible and creative when they are involved and are treated with equality and justice.
4. Good directors mean good employees. The example and ability to develop others, to increase their enthusiasm and motivate them are the characteristics we most appreciate in our directors, as well as not making their personnel interests come first, whatever type, before those of the Enterprise.
5. We can all become a better person and professional, and that will be positive in our work. Everyone can change. Invest in their improvement is positive moral and economically. A continuous professional education is an extremely important way to constantly improve our team and feel personally satisfied. Innovate by changing to improve and the creativity as a way to resolve original problems are our enterprise’s values.
7. To be responsible is to follow the rules, procedures and objectives. To look after our working facilities is to strengthen our future workplace. For the enterprise to work it’s necessary to work with enthusiasm and responsibility. Therefore, we will monitor the compliance of the objectives, rules and procedures defined by the enterprise. To take care of what we have is to offer the client a shinny house, with our best clothes. Ensure our working facilities guarantee our future workplace and those of all our colleagues.
8. Diversity is one of the main sources of wealth, respecting it offers healthy and mature relationships. We will always respect different opinions, we will never use any mean of pressure to achieve a consensus with other points of views. An honest dialogue with our subordinates, directors and colleagues will always be our way of resolving conflicts. Corporate Social Responsibility Report 2011 27
9. Good behaviors must be recognized publicly, exemplary and using all the means available. Bad behaviors must be identified and communicated immediately, with respect but firmly. Personal efforts, concerns towards our colleagues and the results at work are the basis of our recognition. We will not hide any mistake, they must be communicated straight forward, without humiliating and finding the words that prove our sincere concern in helping and offering new opportunities to an honest change.
10. Being discrete increases trust, improves relationships and strengthens our image. We are strict with the confidentiality commitment we have with our clients data, Enterprise, suppliers and our colleagues.
Fuerte Hoteles promotes a good working environment and a friendly atmosphere between its employees.
12. Separating personal and 11. An organization’s strength professional matters in the enmainly depends on its person- terprise benefits our work. nel’s loyalty. Our Enterprise is its employees which work there, not its machinery nor its facilities. To keep them, encourage them to stay and stimulate their loyalty is to guarantee the continuity of the enterprise as long as it’s a mutual relationship. This stops having any sense as soon as one of them stops believing in these values. Those who don’t believe in our Enterprise and its values here stated won’t be able to be part of the team Grupo El Fuerte. 28 Corporate Social Responsibility Report 2011
Due to our demanding profession we know we must have a stable personal live which allows us amuse and enjoy ourselves in the social and family unit. This will benefit the efficiency of the members of our Enterprise. As a family enterprise we firmly believe in the principle of separating enterprise matters from family matters, and therefore avoid personal and family relationships affect our professional behavior in our organization.
Recepcionist of the Hotel Fuerte Marbella.
Elements that difference Fuerte Hoteles
Why chose FUERTE HOTELES? Friendly atmosphere Localization and facilities Climate Nature All our hotels are near Natural Protected Spaces 161 miles of coast with 76 beaches
Corporate social responsibility Local gastronomy, health and ecology Culture (history, museums, historical center) and leisure Popular traditions Practice of sports surrounded by nature: hiking, golf, mountain bikes‌ Responsible Hotels, with a Corporate Social Responsibility joint in all their actions Fuerte Experiencias Program (additional activities which will make your stay a unique experience) Corporate Social Responsibility Report 2011 29
5.1.3. Using local resources
5.1.4. Management systems
Encouraging and helping local suppliers
Fuerte Hoteles applies standard management systems based on the international quality standards ISO 9001 and of environment ISO 14001.
When establishing a list with the suppliers and including it with new collaborators, one of Fuerte Hoteles’ rules is to give priority to the locals. This helps develop the communities where our establishments are located, as well as save in transportation, product conservation and CO2 emissions avoiding long distance transports. The procedure ‘Corporate Purchasing Management’ of Fuerte Hoteles establishes a commitment to purchase products to local suppliers so it sums up at least 50% of its total.
Below, a graphic shows a comparison of last years local purchase in the food and drink sector of the hotels of the chain:
Hotel Fuerte Conil façade.
There is a constant concern on satisfying and achieving the clients expectations, as well as a strong feeling towards the environment. Fuerte Hoteles’ aim is to respect the natural surroundings of its hotels. Through the ISO 14001 environmental certification, international standard in environmental management, the hotel transmits and responds to enterprise’s and society’s concern of conserving and improving the natural resources so future generations can also have the opportunity to enjoy them. Having management systems of this type offer many advantages, specially in the competitive level, since the clients satisfaction and the natural resource saving and environmental impact decrease are a constant reference in our daily hotel work.
LOCAL PURCHASING (FOOD AND DRINKS) Total amount local purchasing
2009 1.759.426€ 2010 1.743.502€ 2011 1.868.569€ 30 Corporate Social Responsibility Report 2011
ISO 14001 environmental certification
5.1.5. Responsible Marketing In Fuerte Hoteles transparency is a distinguishing mark, therefore we carry out press releases, media encounters, press conferences, press briefings or interviews with information related to the chain’s updates in Corporate Social Responsibility.
Transparency, our distinguishing mark
Green corner and Digital Signance The clients are updated with the consumptions in the ‘Green Corner’ of the hotels (located at the reception) and with the monthly and yearly changes. Furthermore, there are offers, updates, new business areas and changes so they can be passed on with the aim to offer the best service possible. A new information platform based on the new generations was released in 2011 : the Digital Signance. It deals with high definition screens set up in strategic places at the Fuerte Marbella hotel where we inform about the Ecological Footprint so everyone can understand it, the water and electricity consumption, environmental activities. At the same time this is also used as an awareness-raising tool.
From new tools related to environmental innovation to responsible events, sponsorships, achievements… are communicated to the media for the diffusion of everyone belonging to the chain.
Web Site www.fuertehoteles.com A web site aimed towards a Responsible Tourism with landings specifically targeted to offer explained and updated information of the environmental indicators, with the objective to encourage the concern of the Corporate Social Responsibility to the online users. In 2011 the contents were increased with more useful and detailed information to provide a better and more complete service to our clients, suppliers and employees.
Social networks and Fuertenoticias.com blog Fuerte Hoteles listens and maintains conversations with its clients through: Facebook, Google+, Twitter, Youtube and the Fuertenoicias Blog. All these communication channels we have with our clients allow us publish information on our own and the external Corporate Social Responsibility. Through it we provide sustainable advise to use at home, by offering responsible habits, local and international events, campaigns to make people more aware and a long etcetera of activities related to the environmental, social and cultural concern.
responsIble Marketing
Participating in events - Participating in Fitur focused on a Responsible Tourism and the protection of the environment, as well as in Fitur Green through conferences held by those leading the chain. - Cooperation agreements to organize sport events Marbeella4dayswalking, as well as the ICAN Triathlon of Marbella, with the idea of encouraging the local sports. - Cooperation agreements to encourage sports with Malaga Football Club and Unicaja Basketball Club.
External advertising
Internal communication The employees are updated with the responsible progresses of the chain, a concern and learning tool through the internal Newsletter where the environmental achievements are published under the section ‘Why are we responsible?’. Furthermore, from time to time we send Newsletters to out clients and suppliers though emailings.
We encourage environmental respect through the enterprise’s external media advertising through banners, ads, leaflets and fliers… with CSR information. The material used in most of the impressions and holders of Fuerte Hoteles is chosen under the environmental standards. The use of Cyclus Print and Cyclus Offset paper made of 100% recycled fiber material and approved by the environmental certificates Ángel Azul, Ecolabel, EMAS, ISO 9001, ISO 14001 and NAPM.
Corporate Social Responsibility Report 2011 31
We innovate to be closer to you 5.1.6. Innovation The latest developments in Fuerte Hoteles for 2011 have been targeted to reduce the energy consumption, wastes and encourage the use of renewable energies, while trying to satisfy our clients needs and demands who are more and more concerned with the environment. The release of Digital Signance
Amenities packaging reduction
Screens in the Fuerte Marbella reception.
Información actualizada en soporte digital (ahorro de papel). First electric-car charging station installed in the Costa del Sol
Electric-car station at Fuerte Marbella.
Fuerte Experiencias Program Children’s robotic workshop based on the use of renewable energies through new technologies and the adhesion to the ‘I matter march’, green march for the planet. WASTE COMPACTOR Establishment of a new waste compactor at the hotel Fuerte Conil-Costa Luz to reduce the volume of waste generated. 32 Corporate Social Responsibility Report 2011
Amenities with new packaging
Reduce in 36 tones of CO2 emission Responsible events Contributing to the diverse world events a consistent vision of sustainability through various activities and options Celiac menus
Solving the needs of those guests allergic to gluten Oil recycling Agreement to remove and recycle into biofuel the oil used in our kitchen.
We carry on growing, with significant additional values
Personalized and friendly atmosphere with clients at the Beach Club of Fuerte Miramar.
5.1.7. Economical aims for next year: challenges
1. Increase incomes for extra services 2. Identify and encourage talent 3. Increase profits in the hotel division 4. Improve our occupation capacity, when the demand allows it 5. Increase our loyalty and the market shares of new clients 6. Expand our headquarters services and new businesses 7. Grow in the Responsible Tourism sector 8. Propose an additional valued offer above-average 9. Offer a personalized atmosphere and service to the clients 10. Be recognized as a Responsible Tourism enterprise Corporate Social Responsibility Report 2011 33
5.2. Environmental indicators
Our aim: preserve to the greatest extent our natural surroundings
5.2.1. Environmental policy and management Sustainable development Since 1997 Fuerte Hoteles has put into practice a series of strategic lines to develop and innovate the environment where our establishments are located.These strategies allow achieve year after year improved aims. The following principles, which are the basic pillars of an environmental management, can be found in the chain’s Sustainability and Environmental Policy: - Pollution prevention - Constant inprovement - Legislation and other require ments fulfillment - Information and transparency on the environmental innovation results The practice of these principles and their development through the company’s Environmental Management System aim to preserve to its extent the natural surroundings of the hotels localization, or even improve it so not only our guests can enjoy it but also the rest of people (residents or not). It’s these principles that have made this Enterprise be recognized in different sectors for its work towards environmental sustainability. The main control tool and impact measures are based on the Ecological Footprint. 34 Corporate Social Responsibility Report 2011
Chief of Technical Services of Fuerte Grazalema at the hotel’s solar panel area.
Reforestation Day organized by Fuerte Hoteles for its employees at Arboretum Marbella.
Preserving and promoting the environment
More trees, more life
Fuerte Hoteles tries to make sure the impact their activity causes on the environment is the least possible. Therefore, a series of measures have been undertaken to repopulate the gardens with local vegetation, as for example with the enebro costero (Juniperus oxycedrus), an endangered endemic species in El Rompido. This species adapts itself perfectly to the environment and the climate, so is doesn’t require any resource for its growth. Furthermore, Fuerte Hoteles cooperates with the Junta de Andalucía in preserving endangered species. With the idea to encourage a sustainable tourism in the influenced
areas of its hotels, the chain supports and participates actively in joining the European Charter of Sustainable Tourism of the Natural Park of Sierra de Grazalema, a tool which combines tourism and preservation. In 2011 and thanks to the UN declaration of the international year of forests, the chain Fuerte Hoteles signed an agreement with the Fundación +Árboles to plant a hundred of trees in the mountains of Marbella. These trees were planted in the surroundings ceded by the Town Hall of Marbella, now known as the repopulated area ‘Arboretum’. Therefore, the chain with its headquarter in Marbella is part of a sustainable and ecological initiative. It is also a citizens educational environment setting. Corporate Social Responsibility Report 2011 35
In 2011, we focused on reducing the Ecological Footprint. Goals: Monitoring and measuring the Ecological Footprint
least possible the impacts on the surroundings.
Through the Ecological Footprint Fuerte Hoteles calculates the amount of natural land it needs to develop its activities.The Footprint is based on the original method established by Mathis Wackernagel and William Ress.
Since in 2008 Fuerte Hoteles begun to investigate and develop its own tool to use in measuring, each year all the hotels have achieved to reduce the objective indicator. During the first two years the aim was to reduce it a 5% comparing it to the Footprint of the year before. This goal was accomplished in most of the hotels.
The result is expressed changing this data to m2 land/guest accommodated. Furthermore, the Ecological Footprint of each of the hotels is calculated using the data obtained through the monthly consumption controls: - Electrical energy consumption (Kwh) - Fossil fuel consumption (liters of diesel oil and propane m3 ) - Water The use of this type of tool permits establish strategies to reduce to the 36 Corporate Social Responsibility Report 2011
A special interest was placed in reducing the electrical consumption since the chain’s studies showed that the electrical energy was responsible of the highest percentage of CO2 atmosphere emissions. This means an approximate percentage of 82% over the total amount while the diesel oil has a 17% and the propane consumption between 2-3%. However, the solar panel installed reduced in more than a 12% the consumption of fossil fuels during the summer season.
-2%
-3%
-2%
-2%
WATER Total consumption (m3) reduce of 2% compared to 2010
ELECTRICAL ENERGY Total consumption (Kwh) reduce of 2% compared to 2010
FUEL Total consumption (liters) reduce of 2% compared to 2010
PROPANE Total consumption (kg) reduce of 2% compared to 2010
Centenerian tree at the of the Natural Park Sierra de Grazalema.
m2/client
m2/client
ECOLOGICAL FOOTPRINT COMPARATIVE 2010 vs 2011
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
As the left graphics show, there has been a considerable reduce in the Ecological Footprint per client in each hotel, achieved during most of the month of the year, comparing it with the same month of the previous year. NOTE: no data is shown during the months the hotel was closed, so those month are at cero levels on the graphics.
m2/client
m2/client
m2/client
m2/client
JANUARY
JANUARY
DECEMBER
JANUARY
DECEMBER
2010
2011 Corporate Social Responsibility Report 2011 37
Not just a holiday, but an experience
Promotion of ecological gastronomy Fuerte Hoteles’ menu’s offer the clients dishes with ecological products. With the motto ‘Ecological food benefits you and the environment’ the ecological dishes are identified on the menu underlining its nutritional properties and its benefits for the environment. These products are cultivated with the use of exclusive natural fertilizers and treatments which avoid air, land and water pollution.
A healthy and autochthon diet. Head Chef at Hotel Fuerte Marbella.
Environmental experiences
>> Responsible route through out the hotel
Fuerte Hoteles offers its guests a series of active participating activities through which they try to inculcate environmental values through recreational ‘experiences’ either at its hotels or its natural surroundings: Responsible route of the personnel at Fuerte Conil.
>> Botanic route
Crop work at the ecological garden of Fuerte Grazalema.
38 Corporate Social Responsibility Report 2011
A fascinating walk through the hotels gardens and its surroundings, where all the vegetal species are identified with signs that provide an interesting explication on all its peculiarities and identifying images.
With this initiative, the clients are shown the ‘insides’ of the hotel, so they can see with their own eyes that Fuerte Hoteles’ environmental measures are real and not just a matter of pure marketing. The animation or maintenance personnel guides the guests through
solar panels, laundry services, machinery rooms, etc., while offering all the answers and explanations they may need on a correct environmental behavior.
>> Farm at Fuerte Grazalema
>> Ecological vegetable gardens
Girl feeding the goat Margarita at Fuerte Grazalema.
The Fuerte Grazalema Hotel has a small farm for the youngest guests to enjoy. Giving the bottle to the new born animals is an extremely special moment at the hotel, a really incredible experience for them. Ecological vegetable garden at hotel Fuerte El Rompido.
Fuerte Hoteles has ecological vegeta- >> ManifestaciĂłn por el Planeta ble gardens in each of its hotels, visits can be planned. While taking a look they learn how to cultivate vegetables without using any type of chemical products for its growth.
Responsible events
>> Robotic workshop Manifestation for the planet at Fuerte El Rompido.
Clients of hotel Fuerte Grazalema at the robotic workshop.
A fun workshop opened in 2011 which strengthens the concept of a sustainable city. This workshops works with the youngest clients of Fuerte Hoteles thanks to a model where they discover all the different activities related with recycling, renewable energies and a responsible consumption. The solar panels and air generators built allow evaluate how the new technologies help carry out day after day more sustainable and respectful environmental hotels.
Wines list at Fuerte Marbella.
As a result of the American initiative ‘I matter march’, Fuerte Hoteles decided to make this demand a new experience for its youngest clients. They go around the whole hotel simulating a manifestation against the global climate change and strongly supporting the nature with hand painted signs. Furthermore, the chain organizes different daily themes related with the environment as for example the International Water Day, Planet Day, or Energy Saving Day, blackouts in the different sectors. They also provide the guests information related to the natural environment that surrounds them as well as good environmental practices, excursions and respectful environmental activities like going on a bicycle, beach trekking and hiking, etc.
In 2011 a new service was established to offer companies and individual clients responsible events with:
+ -Friendly atmosphere -Outdoor and personalized facilities -Healthy, autochthon and ecological food -Environmental respect -Commitment with social and cultural local community and energy efficient projects
--Environmental impact of the event -Resource consumption -Carbon and Ecological Footprint -Wastes Corporate Social Responsibility Report 2011 39
5.2.2. Waste production and management Reduction of the amenities packaging in bathrooms In 2011 Fuerte Hoteles begun a drastic reduction in wastes. More specifically, in the bathrooms of the hotel rooms and related to the amenities provided to the clients. The superfluous plastic waste packagings were replaced by other biodegradable materials, with plastic material elaborated with corn follicles.
Just by replacing the packaging of its amenities Fuerte Hoteles will avoid each year the emission to the atmosphere of more than 36 tones of CO2 Selective waste collection
Measures to minimize wastes
The Fuerte Hoteles’ facilities have selective pick up points where their clients and employees can place their wastes in the different containers enabled for that purpose. The monthly amount of waste recycled is registered and monitored.
As before, the concern is to reduce the maximum volume of wastes generated by saving in paper (we try to keep the most of our files in digital support, the use of corporate email addresses to keep in touch and send documents, etc.). This way, we save in plastic and packaging through bulk products and dispensers, salt water chlorination (by eliminating dangerous waste bottles), etc.
Ecological island at the hotel Fuerte Grazalema.
Old (top) and new (bottom) amenities packaging .
C
ic an rg astes
Prunsitnegs wa Kg of paper and carton recycled
iu Alumin
O 40 Corporate Social Responsibility Report 2011
70.376
Batte ries
Also in the room: > Replacement of the laundry plastic bag for a corn follicle derivate one.
Pape r
Small wastWork es E e l wl
erous Dangstes a & w tric ic ec ctrones e as t
Glass
> Replacement of the hygienic plastic bags for other similar paper ones.
liters of kitchen vegetable oil recycled
Pla packagstic ing Ve
> Replacement of old toothbrush glasses packed in small plastic bags, for other smaller ones without plastic, but with a paper top.
2.880
Kg of recycled waste
ton ar
> Replacement of the glycerin soaps packed in paper by other, glycerin soaps, without packaging, placed on small soap dishes.
93.947
w
> Removal of the small gel and shampoo plastic bottles, replacing them for dispensers.
le tab ge Oil
In the bathroom:
At Fuerte Hoteles there is a selective collection, so they are later transferred to authorized handlers of the following type of wastes:
10.145 Kg of plastic recycled
Water, our most precious good
Through this responsible table, the Head of Maintenance of Fuerte Miramar explains to the clients the saving system the rooms are equipped with.
5.2.3.Water management Recycling vegetable oil wastesl The chain’s total annual water consumption
Sewage network Concerning the wastes, each of our hotels is connected to the municipal networks, except the Fuerte Grazalema hotel since initially the was no municipal network.
120.801 m3
To ensure a correct treatment Fuerte Hoteles built a piping for the water waste to end in the municipal treatment plant. To enforce the water legislation, all the facilities are waste authorized. Annual water quality analytics are carried out at the hotels that need it.
In 2011 Fuerte Hoteles signed an agreement with the enterprise Bioaceites del Sur S.L for the collection and transformation into biofuel of the oil used in our kitcken. Additionally, this company provides the chain with biodegradable bags, which we sell to encourage the use of reusable bags. The funds raised go directly to Fundacion Fuerte and its social projects.
Water economizer In addition, the showers and sinks of the hotel rooms are equipped with water economizers in order to avoid wasting this resource. Corporate Social Responsibility Report 2011 41
DISTRIBUTION OF THE ENERGY SOURCES THAT EFFECT THE CARBON FOOTPRINT. The graphic above shows the distribution of the main energy sources that the chain uses in its hotels to develop its activities, which affect directly the carbon footprint. Note: The renewable energy sources like the solar one aren’t included in this graphic as it doesn’t generate C. footprint.
5.2.4. Energy management Carbon Footprint The studies applied to our hotels, clearly prove the electrical energy to be the responsible of the highest percentage of CO2 emissions with a percentage of approximately 82%. The value of the diesel C is around 17% and the propane between 2-3%.
Fuerte Hoteles helps avoid using this natural non-renewable resource and reduce the gas combustion emissions > Replacement of traditional lighting which lead to an atmosphere pollution and greenhouse effect. for low energy and LED lighting. > Electrical appliances of low consumption in all the hotel facilities
> Use of renewable energies. The solar panels in each of our hotels used to heat up the sanitary water consumption as well as the heated swimming pools is an example of the possibilities the solar panels of the area offer increasing drastically (mainly fuel saving) the electrical saving. Therefore,
> Incorporation of the ‘Energy Controller’, optimizes and offers initiatives to always obtain the maximum energy saving. > Fuel saving studies specifically entrusted to external companies and energy consultancies.
The reading is as follows: Electrical energy (Kwh/client)
FUEL (liters/client)
PROPANE (Kg/client)
WATER (m3/client)
FUERTE MARBELLA
17.37
1.17
0.11
0.20
FUERTE MIRAMAR
15.71
0.71
0.10
0.25
FUERTE CONIL
12.50
0.47
0.12
0.22
FUERTE COSTA LUZ
14.50
0.43
0.09
0.28
FUERTE GRAZALEMA
15.24
0.64
0.14
0.28
FUERTE EL ROMPIDO
14.40
-------
0.59
0.22
FUERTE ESTEPONA
22.58
-------
0.78
0.30
> Just by reducing the electrical consumption visible reductions are made in the CO2 emission rates. > Concerning the fuel fossils (diesel and propane), the solar panels installed in the hotel, at full performance especially during the summer time, have reduced the use of fuels in around a 12%. This data is due to an efficiency policy established by the measures here detailed: > Computered software control of all the facilities, and that can be programmed to fit the facilities efficiency. 42 Corporate Social Responsibility Report 2011
Data per client (annual figures)
Recycle
Se ReU
Reduce
Saving manual
Electrical car outlets
With the operational principle ‘Reduce, Recycle and Reuse’ a Saving Cultural Manual was established in Fuerte Hoteles. The aim of this manual is to become a practical guide constantly updated (trimester revision) based on a close and respectful methodology, workplace attitude, helping optimize costs.
Following the group’s innovation and improvement spirit, in 2011 an electrical car outlet was installed at the Fuerte Marbella hotel, the first one in the city.
Therefore, a group of various employees of each hotel take part in the ‘Comité de Ahorro’. Their main aim is to transmit new ideas and actions that allow achieve in each of the areas the ideal costs related to a correct management. This manual is established with the ideas and contributions of all of the employees of the hotel.
Outlet for electrical cars at Fuerte Marbella.
Therefore, they encourage a way of traveling which contaminates less then vehicles of conventional combustion engines. In addition, this outlet will also allow study its viability concerning its expansion to the rest of the hotels of the chain. Corporate Social Responsibility Report 2011 43
Air emission reduction
comparative of 2010 vs 2011 concerning the carbon footprint
KgCO2/client
The chain’s hotels and its management is clearly orientated towards and efficient energy and pollution reduction. Therefore, one of the control tools Fuerte Hoteles uses is the Carbon Footprint, which indicated the amount of CO2 emitted concerning the hotel industry.
KgCO2/client
5.2.5. Air pollution
JANUARY
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
JANUARY
DECEMBER
2010 44 Corporate Social Responsibility Report 2011
2011
KgCO2/client
KgCO2/client
The graphics on the right show a comparative of 2010 and 2011 concerning the Carbon Footprint per client of each hotel. The most visible reductions with this indicator are those at the hotels of Fuerte Marbella and Fuerte El Rompido.
KgCO2/client
The electric meter readings show a visible reduction, due to the fulfillment of the saving policies and the use of renewable energies (solar energy) which replace more contaminating non-renewable energies.
KgCO2/client
The air emission reduction is immediate as soon as the electrical energy consumption and fuel fossils consumption (diesel and propane) is reduced.
Integrated architecture enhanced by its surroundings
Views of the Hotel Fuerte El Rompido from the Natural Park Flecha de El Rompido.
5.2.10. Integrated with the surrounding Bio-climatic and environmental construction Since Fuerte Hoteles begun in 1997 to build new hotels, bio-climatic facility designs, environmental integrated architectures and the use of construction materials of low environmental impact has been one of its priorities. The adoption of environmental measures goes from the initial acquisition of the property to the bio-climatic studies, including material selection, construction designs, etc.
ture. This regulates the temperature variations inside the hotel and increases the possibility to use the setting nearby by creating a micro-climate that encourages a longer stay.
ures to plant autochthon species in the gardens which adapt to the environment and the climate, this consequently avoids using resources for its correct care.
2. Inside gardened patios that allow a natural ventilation of the hotel rooms during the maintenance and cleaning hours, taking advantage of the ‘Venturi Effect’.
6. Low emissive glasses glazing: double sheets, treated inside with a metal solution.
3. 100% ecological waterproof foundation systems: natural sodium bentonite pathways highly waterproof, which assemble and install completely clean.
Bio-climatic measures used in the construction of the chain’s hotels:
4. Mud pathways, with high thermal inertia, which allow keep the heat in winter and the coolness during the summer.
1. Traditional typological designs of the Traditional Andalusian Arquitec-
5. Garden design techniques for the design of the green spaces: meas-
7. Acoustic glasses in areas exposed to traffic contamination. 8. Facades painted with silicates based painting, instead of plastic paints. 9. All plumbing facilities (showers, sinks and toilet flushes) have water economizer systems, to avoid uncontrolled consumptions. 10. Chlorination swimming pool system based on salt electrolysis, completely safe measures that guarantee our clients health. Corporate Social Responsibility Report 2011 45
46 Corporate Social Responsibility Report 2011
We care about the environment
5.2.11. Our goals for next year The decisions to improve the environmental performance in the current year are linked to the Strategic Plan of Fuerte Hoteles and to the responsible perception of our enterprise: > Carry on reinforcing the personnel’s sustainability concern. > Encourage innovation as the main strategic point to develop and expand the enterprise. > Reduce costs and also improve production. > Strengthen clients communication, through activities as specific sign designs in visible settings of our hotels, improve the ‘Green Corner’, by adding the Ecological Footprint measure, improve the clients environmental experiences, and optimize the environmental television channel in the hotel rooms and the new corporate web site www.fuertehoteles.com
Overview of Europe’s largest Spanish fir, located at the Natural Park Sierra de Grazalema.
> Introduce new communication platforms through social networks like Facebook, Twitter and Youtube. Corporate Social Responsibility Report 2011 47
LUQUE-GARCÍA FAMILY. From left to right, Victoria Luque, Salvador Luque, Isabel García Bardón, Javier Luque, Isabel Luque and José Luque.
5.3. Social indicators 5.3.1. Internal democracy The Board of Directors of Fuerte Hoteles is its highest governance body and is presided by the Luque family, headed by Doña Isabel García Bardón. The members that follow the Board are the direct family members José Luque García, Javier Luque García, Salvador Luque García, Isabel Luque and Victoria Luque. Each of
them have the right to vote in this Board and meet on a monthly basis. The Board of Directors has a separate body, Delegate Commission, presided by José Salvador and Javier Luque who meet weekly to control the objectives. Furthermore, the Management Hotel Committee is in charge of carrying out the main strategic plans approved by the Board of Directors. The Management Committee is formed by the Director of each Fuerte Hotel area and meets on a monthly basis.
A solid base to be strong
THE GRUPO EL FUERTE BOARD OF DIRECTORS
Dª Isabel García Bardón
D. Salvador Luque García
D. Fco. Javier Luque García
48 Corporate Social Responsibility Report 2011
D. José Luque García
Dª Isabel Luque García
Dª Victoria Luque García
Board’s Secretary D. Diego Tapia
Auditing Department D. Jesús Sanchéz Advisor: JLG FUNDACIÓN FUERTE
BOARD OF DIRECTORS President Dª Isabel Mª García Bardón Delegate Commission of the Board of Directors Companies invested
GRUPO WE Management: Dª Isabel Luque Management: D. Salvador Luque
Finances Legal and Tax Consultancy services Management: D. Antonio Fernández Advisor: JLG
human resources Management: Dª María Ceballos Counselor:JLG
AGRODESARROLLO Management: D. Eduardo Gamito Counselor: SLG
HOTEL MANAGEMENT
Commercial and General Management Corporate Social Responsability Manager
D. José Luque
Dª Natalí Ruíz
Information Technology Manager
Commercial Assistant Manager
D. Miguel Ángel López
D. Javier Sevilla Hotel Operations Manager
D. Alonso Aguilar
Hotel directors
Corporate Social Responsibility Report 2011 49
50 Corporate Social Responsibility Report 2011
Balance, satisfaction and future 5.3.3. Equal opportunities Integration of groups at risk of social exclusion In the currents days, Fuerte Hoteles has achieved significant changes through an orientated organization process to improve the quality of live and social development, to integrate those who have to deal with difficulties in their daily life. Fuerte Hoteles doesn’t just insert the amount of people with disabilities the law requires, but on top of accomplishing this number in each of the hotels, some of them have an even higher amount then the required by the law. This insertion is carried out due to the cooperation with other institutions: - Cooperation agreement with the Fundación para la Atención e Incorporación Social (FADAIS), aiming to insert those at risk of social exclusion socially and employability. - Cooperation agreement with Proyecto Hombre, to help employees with addiction problems in any of the modalities. - Cooperation with local associations in labor insertion programs for groups with difficulties relating work access, through training courses at the hotel establishments.
- Cooperation with various disabled associations -Recruitments through labor reinsertion programs of groups at risk of exclusion. -Organized training courses, with a hiring contract commitment.
Diversity management Spain, and more precisely Andalusia, is a multicultural place. As always, the staff in Fuerte Hoteles has employees from many different nationalities and cultures, who get on without any type of inconveniences due to equal respect, as reflected in the Ethical Code of the following article:
The Enterprise’s main value is its people. The enterprise’s most precious good is its people. We shall not discriminate people regardless of their race, origin, economical status, beliefs, sex or sexual orientation and will respect the established rights in the Universal Declaration of Human Rights and public freedom.
Corporate Social Responsibility Report 2011 51
The enterprise’s most precious good is its people Gender equality A rational relationship between men and woman is one the main factors that most influence in the development and welfare of a society. The development indicators the United Nations uses includes the woman’s position since there is an evident correlation between development and equality of opportunities between men and woman. In Fuerte Hoteles, the existence of woman with senior positions within the employees is in no extent an effort or a special adjustment, since we would never accept any measures that could affect someone’s morality or generate a discrimination activity. As a matter of fact, the Board of Directors consists of 3 men and 3 women and the Hotel Management by 4 men and 3 women. This means that since long ago Fuerte Hoteles achieved the sexual stereotypes to encourage relationships of equality, a data reflected in our Ethical Code.
Performance evaluations Annually, each Department Manager evaluates the employees performances and conversation are held to, among other things, recognize the employees achievements and personal efforts. 52 Corporate Social Responsibility Report 2011
Fuerte Hoteles promotes a good working environment and a friendly atmosphere between its employees.
Working atmosphere surveys Once a year a working atmosphere survey is carried out by all the personnel. The results are analyzed and solutions to improve each of the enterprise’s areas are offered. FUERTE MARBELLA
FUERTE MIRAMAR
FUERTE FUERTE FUERTE FUERTE OFICINAS CONIL GRAZALEMA EL ROMPIDO ESTEPONA CENTRALES COSTA LUZ
Autonomy and development
70% 71% 72% 84% 65% 78% 69%
Authority perception
73% 76% 80% 87% 70% 83% 81%
Relations
85% 86% 85% 96% 78% 92% 87%
Satisfaction
62% 65% 62% 83% 55% 72% 62%
Total
72.4% 74.5% 74.7% 87.6% 66.9% 81.1% 74.8%
AUTONOMY AND DEVELOPMENT The employee evaluates the opportunity given to make decisions independently and assume the responsibility of its results, as well as the possibility to develop their own employability growth. AUTHORITY PERCEPTION The employee defines its perception of the operative methods established in the work organization and on the manager that guides the team. RELATIONS Good internal relationships between the enterprise and its employees and managers is an efficient way to obtain confidence and improve the personnel’s efficiency. SATISFACTION Result of the relation between the expected and the reality obtained effectively in the work performance.
We are a family Members of the Hotel Fuerte Conil - Costa Luz team.
5.3.4. Stability within the staff
Therefore, the chain Fuerte Hoteles has a loyal staff working together since the beginning.
A performance and talent management encourages each employee to give the best of themselves. Specialization and a constant professional training guarantees a professionally qualified team. Furthermore, there is something else, something hard to explain, and it’s that people at Fuerte Hoteles create a unique atmosphere.
Fuerte Hoteles is a family, and as a human group is equal and communicates to encourage teamwork with the objective to satisfy our clients according to the Ethical Code. The stability the human team has in Fuerte Hoteles allows offer a friendly and personalized atmosphere year after year to the chain’s clients.
AVERAGE STAY/AÑOS
INCIDENCE RATE
AVERAGE WORKPLACE ACCIDENTS
FUERTE MARBELLA
4.4
2.99%
14
FUERTE CONIL
2.3
1.73%
33.25
FUERTE MIRAMAR
3.7
2.46%
3.5
FUERTE GRAZALEMA
4.3
0%
0
FUERTE COSTA LUZ
2.5
2.73%
4
FUERTE EL ROMPIDO
1.8
8.55%
21.71
FUERTE ESTEPONA
0.8
11.48%
9.6
FUERTE GROUP
3.8
1.22%
4
INCIDENCE RATE. The number of personnel with sick leaves per each miler of personnel exposed =Incidence rate=(Nº of accidents with sick leave/staff total) x 100000. AVERGAE WORKPLACE ACCIDENTS. Shows the average sick leaves due to workplace accidents. Corporate Social Responsibility Report 2011 53
Kitchen employees of the Hotel Fuerte El Rompido.
5.3.5. Social and cultural conditions The Social Improvements Plan available for all employees wants to encourage at long-term Fuerte Hoteles values within the whole staff, specially those concerning the family, professional training and health, compatible with its Employees Management policy. These voluntary measures were designed with the primary purpose to share the main values of the enterprise with all its employees. The employees can benefit from the following measures: > Health improvements: the enterprise deals with the annual costs of a private medical insurance. This allows both employees and family have access to private health at a reasonable price. > Marriage: those who have a civil or religious marriage benefit from a financial aid. > School books: employees with children in Infant Education (3-5 years old, Elementary Education (14-16 years old) or Higher Education ben54 Corporate Social Responsibility Report 2011
efit from an economical aid. > Nursery: employees with children within 0 to 3 years of age (first years of Infant Education) at nurseries benefit from an economic aid. > Voluntary professional training: economical aid for employees carrying out professional courses. The aid is conditioned by the relation the course has on the workplace. > Advanced payments and loans to the personnel: employees interestfree advance payments and loans. > Accommodation discounts on the chain’s hotels: employees, their family members and friends have special discounts in the Fuerte Hoteles’ facilities. > Partial retirement: improved conditions related to the legislation applied.
Promotion for employees Before starting an external selection process, the enterprise values the vacant posts to promote internal employees, understood as the process by which an employee is chosen to cover a vacant posts in the organization, either in similar or higher posts.
We rely on our youth team
INVESTEMENTS IN THE SOCIAL AND LABOR IMPROVEMENTS PLAN 2011
NURSERY
SCHOOL BOOK
MARRIAGE
HEALTH
ADVANCE PAYMENTS & LOANS
35.929,67€
9.750,00€
2.778,15€
2.632,50€
108.443,26€
Inside every professional there is a person
5.3.7. Personal and work-life balance Balance measures Certain people in the enterprise, due to their family and/or work conditions carry out part or their entire work through the ‘telecommuting’.Therefore, employees with long distance residences can balance their private and work-live. Ethical Code of Fuerte Hoteles. Equal treatment and opportunities for each of the employees.
Events and client service coordinator with one of Fuerte Marbella’s most special clients.
Accumulation of breastfeeding period in real work shifts together with maternity leave. Corporate Social Responsibility Report 2011 55
Drawing of the pet of Fuerte Hoteles, Forti.
5.3.8. Clients satisfaction Clients satisfaction policy and management The clients satisfaction in one the main objectives in any activity or project carried out by Fuerte Hoteles. To achieve excellency we pay a special attention to each of the processes implied in any product or service. The auditors, both internal and external, certify the accomplishments of the quality standards. Fuerte Hoteles’ quality commitment is reflected by the fact that each of the hotels of the group keeps an internal Quality system, fulfilling and updating procedures and objectives according to the needs and adapting to the changes, based on the ISO 90001 norm.
Clients satisfaction records
Clients satisfaction in 2011 on:
Fuerte Hoteles measures the clients satisfaction rates through:
> ROOM CLEALINESS
85.91%
-Direct surveys during their stay -Online surveys after their check-out -Telephone surveys
> RESTAURANT SERVICE
87.59%
> KITCHEN
-Online reputation (travelers communities, specialized web sites, social networks, etc.)
> RECEPTION
-Auditors ‘Mystery Guest’ > MAINTENACE
-Internal quality auditors
> ANIMATION
81.15% 84.84% 76.98% 66.09%
> PRICE-QUALITY RATIO
71.19%
Personalized and friendly atmosphere with clients.
2010
2011
Number of internal auditors
25
-
Number of external auditors
12
-
Number of satisfaction surveys carried out
26.942
34.860
General clients satisfaction rates
81.20%
81.37%
Online clients satisfaction rates
74.26%
74.98%
Net promoter score (NPS)*
52.29%
52.75%
(internal procedures + Quality + Environmental management systems)
(Financial + Environmental Management System)
* Clients answers to the online survey question: How likely is it that you recommend this hotel? In a scale from 0 to 10. The NPS represents the % of promoters (score 9 to 10 to the question) subtracted to the % of detractors (score from 0 to 6 to the question).
56 Corporate Social Responsibility Report 2011
Gazpacho Workshop at the Fuerte Experiencias program.
We understand our clients
The Fuerte Hoteles Friends’ Club
- Be part of the new communication media.
It’s a loyalty program which main aim is to satisfy the most loyal clients needs the best way possible, by listening to them and offering a personalized atmosphere and the best offers.
- Offer a more friendly and less entrepreneurial image.
Listening to the clients through Social Networks Through this the hotel tries to fulfill the following objectives: - Loyalty increase. - Co-build with the clients, make them participate in the decisions of the new activities which they will later be able to enjoy at the hotels.
- Have a good online reputation.
The answers given by the clients related to these tools, as shown in the surveys, has been very positive. However, we will carry on with our effort to improve our communication with our clients. Therefore, they will be informed on all the actions the hotels perform, as for example the way the renewable energies of the facilities at the hotels are used, the recycling policy or the reduction in the generation of wastes through less contaminating products. Corporate Social Responsibility Report 2011 57
Queremos contagiar nuestra fuerza
Teenagers programme at Aragua State, with which the Fundación Fuerte cooperates..
5.3.11. Local community Fuerte Foundation Fuerte Hoteles’ commitment is more than just its numbers and creates a greater notion of wealth: the community’s growth with projects inside and outside Spain to invest in training and infrastructures will help get over the actual inequalities. Fuerte Hoteles social actions occur through the Fundación Fuerte. The Foundation is an initiative of Isabel M. García Bardón, president of the chain, supported by her children and by the people who work in Fuerte Hoteles. This initiative was established with the aim to cover and manage the enterprise’s will to cooperate in the solution of the social surrounding problems. In 2011, the Euro-Responsible campaign was established, a new way to cooperate in solidarity initiatives of the Fundación Fuerte. The Fuerte Hoteles’s clients have the opportu58 Corporate Social Responsibility Report 2011
nity to add to their account a small contribution of 1,3 or 5 euros for solidarity actions, being either social, cultural or environmental actions. The social and cultural projects the Fundación Fuerte cooperates with in the present day are the following: SOCIAL PROJECTS 1. Education and training project in the construction work for young indigents. Religious Congregation Capuchinos de Ntra. Sra. De los Dolores de Filipinas. 2. Improved security and economical productivity projects in ‘Blessed Assurance’, of Mustard Seed Communities, and other social aids in Jamaica. 3. School and family prevention, Hombre de Jerez Project, applied in Conil and Grazalema. 4. School and family prevention of the drug dependents, Hombre Málaga Project, held by the social Welfare Delegation in Torrox.
5. XXIX Anniversary Dinner of the Benefic Association Horizonte Proyecto Hombre of Marbella (HPHM). 6. CIS prevention (Social-educational insertion center of the districts in Marbella) of HPHM. 7. Provisional Apartment for drug dependent treatments, Marbella. 8. Series of lectures for matrimonial formation, held by the organization Desarrollo Integral de la Familia (DIF). 9. Therapist training of Proyecto Hombre Málaga. 10. V Pro-Am Proyecto Hombre Málaga ‘Miguel Ángel Jiménez’, solidarity golf championship. 11. Cooperation with the Grabado Museum of Marbella with the objective to encourage the culture within the city. 12. Proyecto Copa del Rey Baloncesto Silla de Ruedas 2011 (Basketball Wheelchair Tournament).
01.
02.
03.
04.
05.
06.
08.
Exposition of ‘Responsible Art’ 01. La esencia del agua - Gesa Keunecke 02. Sostenibilidad Fin - Bryan Hemming 03. Ángeles de la Paz - Richard Halford 04. Razón o Ser - Elena Rubio 05. Abril en Conil - Abril Morillo 06. Help me al sur de Sudán - Luis Bodes 07. La amenaza - Paul Cousteaus 08. Encuentros en la playa - Rey Piulestán
07.
Proyectos culturales
4. Painting prize award ceremony project ‘Vive el arte’. Expositions at the Fuerte Estepona and Fuerte Conil 1.Fundación Fuerte Glossary. hotel: art and children creativity en2.Hiking guide ‘Pisando Fuerte’, or- couragement. ganized routes through the moun5.Expositions of “Responsible Art” at tains of the province of Málaga. the Fuerte Conil - Costa Luz Hotel: 3.Campaign ‘Plant your tree’. This ac- promote local artists. tivity encouraged the establishments of an “arboretum” together with the 6.Cultural Program ‘Órgano del Sol +Árboles Foundation in a plot ceded Mayor, of the Ntra. Señora de la Enby the Marbella Town Hall. This plot carnación Church: create cultural exis a reforestation zone of autochthon change spaces. species, which at the same time is an environmental educational workshop 7. ‘Para un pueblo lleno de música, for the Marbella schools and citizens. Association ‘Vive la Música’, of Torrox:
encourages a musical education targeted at young interpreters who wish to be part of this art as members of the municipal band. 8. Association Amigos de la Música, of Marbella concerts: promotion and musical diffusion. 9. Cooperation with the Film Festival of Science-Fiction and Terror in the Costa del Sol, Estepona: cultural encouragement through the funding of the event (with salons, accommodation, transport, etc.)
Corporate Social Responsibility Report 2011 59
We support what’s fair
Cover page of the Fair Trade products list of Fuerte Hoteles.
5.3.12. Suppliers and hired companies
Environmental purchasing policy
stead of metal packaging, and paper boxes instead of plastics ones.
The attention we pay on selecting our suppliers is a relevant factor for the accomplishments of the Fuerte Hoteles’ commitment to offer its clients first quality products and services, according to their specific needs and demands. The success of this enterprise mainly relies on the services between the departments and suppliers relationships, so an intelligent and efficient purchasing system has been set up, with a highly capable and willing personnel.
Fuerte Hoteles tries to make sure each process respects the environment. Therefore, a series of environmental aspects, which should be considered in the suppliers evolution and acquiring the products and services are included in the chain’s purchasing policy.
> When possible, big size packagening is avoided, since they are cheaper and cost less.
The Purchasing Department is of vital importance in Fuerte Hoteles and has a significant impact on the product portfolios. The better the purchase management, the better the products. Following this principle, Fuerte Hoteles tries to create strong relations with its suppliers; partnerships which allow achieve and exceed the clients demands and face the market challenges. 60 Corporate Social Responsibility Report 2011
With a non-exhaustive intention, some of them are detailed below:
> Non-returnable packed products are avoided, in small or individual portions, double packed products, etc… > Cleaning products fabricated under environmental and/or ecological management systems.
> The consumption of chlorine and colored paper is avoided.
Suppliers are obliged to sign environmental general conditions to carry out changes or services in their activity.
> Encouragement to use natural, fresh and seasonal products, as well as local agricultural products.
Fair trade
> Drinks are served in bottled glasses or directly from the barrel. > Purchasing food encourages having products in glass packaging in-
Fuerte Hoteles has always worried about a Fair Trade due to the environmental and social values implied.Therefore, the hotel chain offers its client the opportunity to purchase through a product list from a Fair Trade.
06
Farewell & indicators table pรกg. 63 GRI
Corporate Social Responsibility Report 2011 61
06
Farewell
Dear friends, In Fuerte Hoteles we strongly believe in the values the Corporate Social Responsibility stands for and consider the sustainable development an ethical commitment which guides us towards an improvement in the quality of this industry through constant tourism renew and competitive offers. Our industry must benefit from the opportunities the responsible tourism offers in its four pillars: the environmental one (avoiding unsustainable practices), the quality and economical one (renewing and adapting the tourism methods according to a quality and competitive criteria), and the social and cultural one (which occurs as a consequence of the two mentioned before). Responsible tourism is a tool which allows us adapt the hotel management to the real needs where our hotels are established and achieve the so needed economical sustainability. But for this to happen, it’s essential the clients themselves are provided with enough information when choosing their destination and accommodation. It’s impossible to carry out the needed practices without favoring a transparent information to improve purchasing decisions. Therefore, through this CSR report Fuerte Hoteles intends to prove that one of our objectives is to find opportunities that benefit us and the society. We continue improving year after year to exceed our clients expectations, using the Corporate Social Responsibility as a strategic management tool for our industry. Thank you to all for making Fuerte Hoteles become a national and international reference in this area.
We find opportunities which benefit us and the society 62 Corporate Social Responsibility Report 2011
Sincerely, Jose GarcĂa Luque Chief executive of Fuerte Hoteles
This Corporate Social Responsbility report has been elaborated following the Global Reporting Initiative (GRI) criteria, a global institution for standardizing the elaboration a sustainability reporting.
1. STRATEGY AND ANALYSIS
Chief executive statement Description of the main impacts, risks and opportunities.
1. ECONOMIC INDICATORS
2. ORGANIZITIONAL PROFILE
Indicators Table GRI
Name of the enterprise Primary bands, products and/or services Operational structure of the enterprise Location Countries Partnerships Markets served Scale or the reporting organization Significant changes during the reporting period Awards received in the reporting period
EC1. Direct economic value generated and distributed, including revenues, operating costs, employee compensation, donations and other community investments, retained earnings, and payments to capital providers and governments. EC3. Coverage of the organization’s defined benefit plan obligations. EC6. Policy, practices, and proportion of spending on locallybased suppliers at significant locations of operation. EC7. Procedures for local hiring.
3.REPORT PARAMETERS
2. ENVIRONMENTAL INDICATORS Reporting period Date of the most recent previous report Reporting cycle Contact point Boundary of the report Specific limitations on the scope or boundary Basis for reporting on joint ventures Localization of the basic contents in the report
4. GOVERNANCE, COMMITMENTS AND ENGAGEMENTS
Governance structure of the organization Highest governance body Highest governance body who are independent Mechanisms for shareholders and employees to provide recommendations about their working relationships. Process for determining the qualification and expertise of members of the highest governance body. Processes for evaluating the highest governance body’s own performance, particularly with respect to economic, environmental, and social performance. Externally developed economic, environmental, and social charters, principles, or other initiatives to which the orga nization subscribes or endorses. Memberships in associations. List of stakeholder groups engaged by the organization. Basis for identification and selection of stakeholders with whom to engage. Approaches to stakeholder engagement. Key topics and concerns that have been raised through stakeholder engagement, and how the organization has responded.
EM1. Materials used by weight or volume. EM3. Direct energy consumption by primary energy source. EM5. Energy saved due to conservation and efficiency improvements. EM6. Initiatives to provide energy-efficient or renewable energy based products and services, and reductions in energy requirements as a result of these initiatives. EM7. Initiatives to reduce indirect energy consumption and reductions achieved. EM16. Total direct and indirect greenhouse gas emissions by weight. EM18. Initiatives to reduce greenhouse gas emissions and reductions achieved EM22. Total weight of waste by type and disposal method. EM26. Initiatives to mitigate environmental impacts of products and services, and extent of impact mitigation. LA2 Total number and rate of employee turnover LA3 Benefits provided to full-time employees that are not provided to temporary or part-time employees, by major operations. LA12 Percentage of employees receiving regular performance and career development reviews.
3. SOCIAL INDICATORS PR3. Type of product and service information required by procedures, and percentage of significant products and services subject to such information requirements. PR5. Practices related to customer satisfaction, including results of surveys measuring customer satisfaction. PR6. Programs for adherence to laws, standards, and voluntary codes related to marketing communications, including advertising, promotion, and sponsorship.