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Holiday Inn - Dubai, Al Bar-
sha (HIAB) is a small corpo-
ration, with a voluntary com-
mitment to sustainability
knowing that corporate suc-
cess is interdependent on its
social well-being and is com-
mitted to improving eco-
nomic, socio-cultural and envi-
ronment and energy practices.
HIAB as a responsible corpo-
ration, whilst respecting inter-
ests of all our stakeholders in-
cluding the wider community,
is proud to be a trend setter
amongst SMEs to make a dif-
ference in any which way to
the society and environment
with an ambition of taking sus-
tainability into every single op-
eration.
The management of this small
enterprise employing less than
300 individuals ensures that
awareness to all stakeholders
are made of our diligent busi-
ness practices to include
health and safety, anti corrup-
tion, human rights protection,
to the fortification of the envi-
ronment to building civil soci-
ety. We expect these issues to
be understood by our work-
force and directives supporting
the issues, practiced with ease
so actualization is exuded
through a culture of one
thought of uprightness and
transparent business.
The promoting of the culture
‘Way of Life @ Holiday Inn
Dubai – Al Barsha’ is remark-
able in its remit in building
unity between employees vary-
ing in age, status and thoughts.
The Holiday Inn – Dubai
‘Loves U Campaign’ is unique
in its appeal that all members
of the staff, regardless of rank,
color or creed, come together
to achieve its objectives. The
backdrop being Prophet Mo-
hammed's (PBUH) words
‘Life is only worth living if
lived for someone else’ helps
to inculcate an ethos of giving,
of putting another person be-
fore oneself that in turn re-
flects into service accorded to
the guest that in turn helps to
deliver the business objectives.
HIAB is proud to be a franchi-
see of IHG and is deeply com-
mitted in protecting the repu-
tation of the Holiday Inn
Brand and has actively taken
up the environmental manage-
ment tool , the 'IHG Green
Engage' system, notable not
only in introducing FLS en-
deavours, but being a move-
ment setter in bettering the
environment by initiatives of
reducing carbon footprint,
amongst others.
HIAB's corporate strategy
encompasses all different areas
of sustainability, endeavours
of which, are carried out
not for a financial reward,
but satisfaction as central
factors of ESG - Environ-
mental, Social & Govern-
ance - are impacted posi-
tively.
Holiday Inn - Dubai, Al
Barsha is proud to state that
following a strict regime of
Kaizen, involving making
changes and monitoring re-
sults, has led to an increase
in productivity and partici-
pation, resulting in a posi-
tive work environment, to
lay strong foundations in
the workplace of social re-
sponsibility.
We confidently state, that
for our employees, Holiday
Inn - Dubai, Al Barsha is
not only a place to earn a
keep, but is a ground from
which developed individu-
als who after their work ,
return back to their homes
refreshed, happy and with a
renewed learning that no
school or educational insti-
tute can accord.
“Our commitment to diligent business is part of our Hotel’s Corporate DNA and is the base of all practices that inform our business strategy” In
tro
du
cti
on
of
Dil
igen
ce
5
10 Y
ears
Su
stain
ab
ilit
y P
lan
Social Management
Community Involvement
Strengthen Municipal Ties
Food Safety Measures
Environment Protection
Carbon Footprint Reduction
Energy Use Reduction
Landfill Consciousness
Talent Sustainability
Growth through Skills Enhancement Program
Treat Diversity as Strength not a Weakness
Value Chain Impact
Embedding Sustainability in all Business Activities
Make all Stakeholders more Socially responsible
Good Corporate Governance
Uniform leadership style negating individualism
Accountability
Leading by example
Philanthropy
Provide complimentary English Learning at work
Help Global causes
“Our commitment to diligent business is part of our Hotel’s Corporate DNA and is the base of all practices that inform our business strategy”
“Green is the prime color of the world , and that from which its loveliness arises .’’ Pedro Calderon de La Barca, Spanish writer
6
CSR at HIAB began as philanthropic
initiatives as we opened our doors to the
public. With growing commitment of
staff and guests, sustainability emerged as
a course that began to run through the
core of every business operation. Our
compel became to make HIAB a re-
sponsible business to excel in all areas:
Economic, Social and Environmental
(Triple Bottom Line) and Profit to make
a measurable positive impact on People,
Planet and Profit.
As a role model, I personally embarked on
an educational drive from Jun 2014 to en-
courage our employees to embed sustainabil-
ity in their psyche. The drive has been met
with great enthusiasm being taken down the
line, as HOD's got inspired by my state-
ments:
“I’m making a Difference…….. Are You?’’
CE
O’s
Sta
tem
en
t
Feedback from guests has been in-
spirational as they make a choice in
lodging with a preferred hotel which
promotes diligent business and acts
responsibly. They are particularly en-
thused by HIAB's partnership with
UNWFP as they donate generously
so the hungry are fed in the world.
Social inclusion and indeed enrich-
ment with this partnership has be-
come a target as all stakeholders help
in our endeavor to bring change
where we can.
This report shows how our ten year plan
(page 5) to make diligent business as part
of HIAB's inherent DNA is coming to-
gether earlier than planned. This encour-
ages us to undertake initiatives that are
measurable and impact driven, and to
make greater efforts in embedding sus-
tainability continuously in all our business
practices so we continue to make that
difference to customers and society as
stewards of the environment.
‘I'm making a difference...................
By bringing a positive change in the mind set of my management team
By enabling a one culture of being socially responsible in enabling a meaningful wealth crea-
tion
By motivating a team, to be more empowered, more innovative, so 'out of box' solutions are
engendered for continual growth in human capital as much as the bottom line.
Through a greater sense of EI, in decoding individuals who do not conform to the moral
guidelines of the company mission, and promote individualism and undermine needs of their
followers.
..................................... Are You?’
Sustainably Yours
Roxana Jaffer
7
Sustainably Yours
HIAB is a 4* Deluxe Hotel located in the heart
of Dubai on a prime thoroughfare of Sheikh
Zayed Road, operates under a tag line ‘A 4Star
Hotel with a 5Star Look’ The 310-rooms hotel
with 9 Food & Beverage Restaurants, employs
around 300 colleagues from 25 nationalities and
is a hub of dissimilar cultures, but prides itself in
the superlative service it provides where safety
of our stakeholders is super most to become
The Best 4star Hotel in Dubai .
Besides delivering business strategies, a prime objective
to ensure one culture of uprightness has been para-
mount. An ongoing mission for our employees is to
embrace and exude a unified winning culture . Under a
banner of ‘Way of Life @ HIAB’ we prescribe strict
core values : viz. (i) Do the Right Thing (ii) Aim
Higher (iii) Show We Care (iv) Celebrate Difference ;
(v) Work Better Together; which aid to inculcate an
understanding of not only to show morality but to be-
come socially responsible.
HIAB enjoys great popularity as a corporate and
business hotel since its opening in 2008. As
voted by its guests, the hotel has been awarded
for three consecutive years the Silver Award of
‘The Best Corporate & Business Hotel’ in the
MENA region.
This speaks about our employees’ passion to
serve the guests with love, care and comfort.
HIAB is a flagship hotel of the global corpo-
ration, InterContinental IHG Hotels Group
(IHG) and is a recipient of ‘The Quality of
Excellence’ Award amongst other accolades.
A
bo
ut
Th
e C
om
pan
y
“It is just over a year since I set out our Ambition to be #1, for guests, for owners and for
colleagues and we defined what was going to help get us there – building our Winning
Culture” Richard Solomons
Chief Executive Officer, IHG
8
Sustainability Vision
‘To permeate an ethos of social and environmental responsibility in all areas of business operations and to all stakeholders , so sustainability becomes HIAB's Driving Force.’
Sustainability Mission
‘To make a difference in the life of the individuals we touch every day, to deliver, through unparal-leled commitment, a superior hospitality product by upholding a strong moral system that actively contributes to improving its economic standing by improving socio-cultural, and environmental/energy practices through 'responsible business' reforms’
Sustainability Roots
Corporate responsibility germinated in 2008 when the CEO, inspired by a quote, ‘Life is not worth living unless lived for someone else’ chalked out a 10 year plan in sustainability (see Page 3)as HIAB's call to action. Simply, the drive was to help to improve quality of human life, through busi-ness endeavours in helping economic development, social development or environmental protec-tion. She knew for the corporation to be truly socially responsible, she had to inculcate these thoughts in every employee, so they could help HIAB to build a legacy for future generations as their call in social responsibility.
Sustainability Infinitive Journey
The infinitive journey of the ‘Hotel with a Heart’, began with an establishment of 3 arms, each with different mandates.
Dil
igen
ce
Rem
it
“Protecting resources, defining purpose, accountability, transparency, leading by example, driving ethical company health, corporate consciousness,
risk management are some attributes practiced top down.”
" We recognise that every business has to play a critical role in addressing global
challenges. That is why we continuously engage with internal and external
stakeholders to address issues so we can become responsible and diligent."
8
9
“Protecting resources, defining purpose, accountability, transparency, leading by example, driving ethical company health, corporate consciousness,
risk management are some attributes practiced top down.” G
ove
rnan
ce D
rive
rs
" We recognise that every business has to play a critical role in addressing global
challenges. That is why we continuously engage with internal and external
stakeholders to address issues so we can become responsible and diligent."
CSR Executive Board
Roxana Jaffer
CEO
Vincent D’Souza
Director Finance
Kezia Da Rocha
Director Marketing
Zamir Abbasi
Director HR
Steering Committee Chair Persons
Caroline D’Souza
Security Manager
Soumya Mukherjee
Front Office Mgr.
Mukhtar Hussain
Director Engineering
Focus Groups
10
“HIAB adopts IHG-Green Engage to help monitor, reduce and manage
energy, water, waste consumption and carbon output. We adopt ‘Green solutions’
to be environmentally sustainable, help towards energy savings and
enhancing guest experiences and educating stakeholders for a better
tomorrow.”
0.00
1,000,000.00
2,000,000.00
3,000,000.00
4,000,000.00
5,000,000.00
6,000,000.00
7,000,000.00
8,000,000.00
9,000,000.00
10,000,000.00
2012 2014
Carbon kgCO2e
Electricity kWH
Water Gal
Energy Conservation—2014 Vs. 2012
2014
Year
in R
evi
ew
- E
nvi
ron
men
t
11
“HIAB adopts IHG-Green Engage to help monitor, reduce and manage
energy, water, waste consumption and carbon output. We adopt ‘Green solutions’
to be environmentally sustainable, help towards energy savings and
enhancing guest experiences and educating stakeholders for a better
tomorrow.”
HIAB’S Human Formation
for Going Green
2014
Year
in R
evi
ew
- E
nvi
ron
men
t
“ ‘Green Values’ emitted throughout the organisation enhance
the '4 Rs of Sustainability i.e. rethink, reduce, reuse and recycle”
12
2014
Year
in R
evi
ew
- C
om
mu
nit
y
“Holiday Inn Loves U (HI-LUC) a registered entity has rapidly got
popularity as a community partner having joined hands with Red Crescent,
Action Care, Al Noor Training Centre for Children with special needs ,
in previous year initiatives”
Adopt-a-camp
Objectives:
Awareness of local issues
To enable low income earners a sense of worth through 5Star service in our hotel.
To make aware of global issues
To raise funds to alleviate global needs.
ALS Bucket Challenge
Objectives:
2014 partnerships were :
13 “Holiday Inn Loves U (HI-LUC) a registered entity has rapidly got
popularity as a community partner having joined hands with Red Crescent,
Action Care, Al Noor Training Centre for Children with special needs ,
in previous year initiatives”
Adopt-a-camp
Objectives:
Awareness of local issues
To enable low income earners a sense of worth through 5Star service in our hotel.
2014
Year
in R
evi
ew
- T
ale
nt
Su
stain
ab
ilit
y
“The ‘Way of Life’ is a guide for our 300 colleagues on how to
live in the IHG Core Values which are taken up through a series of
employees social welfare initiatives happening around the year”
Below are results of some trainings on our culture and other initiatives
Employee Engagement Survey (Online)
96% Overall Positive Results –
210 colleagues (70%) participated
Staff Survey (Online) ‘13 Reasons
Why I should Work at HIAB’
219 (73%) colleagues participated
#1 Reason ‘Sense of Belonging’
whilst “Monetary Benefits” was at #11
Training & D
evelopment
Outstan
ding scores
in IH
G
Training M
etrics
– achiev
ed
10,705 tra
ining hours durin
g 2014
by trai
ning 300 co
lleag
ues
Skills Enhancement Program (SEP)
A specially designed program for developing 70
Management and mid-Management level col-
leagues so growth can be given through self reali-
sation of performance.
HIAB Family Facebook
Creation of HIAB Family Facebook - a tool for
colleagues motivation, engagement readiness
and feedback for sustainability and SGE stan-
dards to follow.
Living in the Core Value
Training through creating
‘Human Formation Symbols’ Be-
low is ‘Aim Higher’ symbol
14
2014
Year
in R
evi
ew
- C
oll
ab
ora
tio
ns
a. Embracing Ramadan - Iftar -HIAB's pledge to feed 4 hungry persons from each booking
b. Hotel Guests to add 5AED upon checkout (optional)
c. Bridge Tournaments
d. Collection of new and nearly new items to raise funds
e. Karaoke evenings
2014 Collections enabled
16500 families (average 4 persons) 66000 people to be saved in Syria from starvation.
From 2012 HIAB has helped 205,665 people in total
“HIAB has several partnerships and collaborations under its sustainability
Remit”
United Nations World Food Pro-gramme (UNWFP), the largest hu-manitarian agency fighting hunger worldwide. Is the most notable col-laboration of HIAB.
The partnership was consummated in Dec 2012 to help further WFP's Strategic Plans in achieving a world with zero hunger, under its operational framework. Since this time, HIAB has pursued its partnership, in the MENA region allowing activi-ties to be sanctioned by Islamic Affairs And Chari-table Activities Department of the Government of Dubai.
Sustainable Drives that HIAB participated in raising
awareness and funds are:
15
a. Embracing Ramadan - Iftar -HIAB's pledge to feed 4 hungry persons from each booking
b. Hotel Guests to add 5AED upon checkout (optional)
c. Bridge Tournaments
d. Collection of new and nearly new items to raise funds
e. Karaoke evenings
2014 Collections enabled
16500 families (average 4 persons) 66000 people to be saved in Syria from starvation.
From 2012 HIAB has helped 205,665 people in total
2
014
Year
in R
evi
ew
- A
ward
s &
No
min
ati
on
s
Arabia CSR Awards 2013 HIAB felt extremely proud to apply for this very coveted decoration.
Completing the in-depth questionnaire helped to put our diligence practices into a per-spective that enabled formalization of several aspects -an understanding of risks and op-portunities as well bringing our initiatives for stakeholder engagement, continuous im-provements, and even practices on human rights that we followed as part of responsible business. Learning alignment to GRI guidelines of reporting was indeed a great plus.
Whilst we did NOT receive an award, we attained 148 points against a bench mark of 223.5 in the total score . We believe that HIAB learnt 100% and will be ready for an award for 2014.
Dubai Green Tourist Awards 2014 HIAB’S was honored to receive from Dubai Green Tourism,
“The Best 4 Star Hotel, ‘Best Waste Management Practices’ for 2014”
16
Way F
orw
ard
...
2015
“HIAB's approach to diligence takes advantage of what is available on
hand, but explores what is practically available and achieves......”
‘HIAB believes in continual improvement in all its endeavors especially business and is con-
tinually innovating. Since sustainability is part and parcel of business strategy, it too has to be
continually innovating. Accordingly sustainability processes are monitored and analyzed by
Steering heads and necessary amendments are introduced’
KPI's for 2015 UN Global Compact does not define guide-
lines for hospitality industry KPI's However HIAB has defined 3 KPI' s or
Key Success Indicators (KSI), for each area of environmental and social performance.
Environmental KPIs
are set for both short term and
long term. An example is of re-
duction of water consumption by
5% annually , electricity by 5% an-
nually and carbon footprint 5% an-
nually. Measurement has indicated
a progress year on year.
Social KPI
is to ‘create a fully motivated workforce
towards sustainability’ by measuring im-
pact through number of nominations in
upholding ‘way of Life’ defined values
that attain not only the token financial
reward but the coveted Gold Star.
Governance KPI
examples are: To promote a one-style leadership style negating individualism
and to have zero complaints from staff, on leaders demonstrating autocratic
behavior. And on target number of training hours for staff.
Other Targets for 2015 To introduce a ‘Training Passport ’ for colleagues to include learning in sustain-
ability, so there can be a wider number of colleagues serving on our Steering
Committee focus groups.
To become a registered member of the United Nations Global Compact. To learn
from the World’s largest CR initiative and incorporate their 10 principles in our
business operations (if not already in place and committing to their requirements.
To send a member of the CSR Executive Board for external training to CSR Ara-
bia for Fundamentals of CSR & Sustainability.
17
Holiday Inn Dubai - Al Barsha
P. O. Box 115443
Dubai, United Arab Emirates
Tel: +97143234333 | www.hialbarshadubai.com
Published: 26 July 2015
www.hialbarshadubai.com/value-systems/global-responsibility