Sustainable Tourism through

Corporate Social ResponsibilityGlen Champion CHA

Green Aruba, Oct. 24, 2014

Glen ChampionVice President, Bern Hotels & Resorts

*****Vice President, The Panama Hotel Association

*****

Chairman People 1st UK-Panama

Hospitality & Tourism Sector Skills Council

Bern Hotels & Resorts Panama (part of Empresas Bern) Designs, builds, owns & operates all products

Maintaining five franchise agreements with IHG hotels and three with Starwood Hotels

GDP growth (annual %) in Panama

Sustainability policyBern Hotels & Resorts defines sustainability as a

long term strategic focus towards integrating our social, economic and natural environment responsibilties using as a reference point good relations with our interest groups and the United Nations Global Compact.

SustainabilityIncrease/maintain value of

destination through integration of social, economic and

environmental responsibilities

Is Sustainable Tourism achievable?Tourism will never be completely sustainable as every industry has impacts, but it can work towards becoming more sustainable.

SustainabilityIncrease/maintain value of

destination through integration of social economic and

environmental responsibilities

At Starwood, Global Citizenship provides our guests, customers, communities, owners, and associates a better way to experience the world. We enlist our global network of hotels, our world-renowned brands, and our dedicated associates in implementing our Global Citizenship initiatives to ensure our environmental and social standards are consistently upheld. We recognize that the most effective initiatives are those that are economically viable, exceed our guests’ expectations and make our associates feel proud to work for Starwood.

"At Starwood, we believe sustainable, responsible behavior is a priority—it benefits our business as well as society. And we act on that belief." — Frits van Paasschen, Chief Executive Officer and President

Example - Corporate ResponsibilityCritical Areas Of FocusWaterEnergyIndoor Environmental Quality (IEQ)WasteEmissionsSupply Chain

Sustainable Communities. Better Lives. Corporate Responsibility is central to the way we do business and is a key part of our Responsible Business practices. We treat it as a strategic business issue, believing Corporate Responsibility only makes sense if it aligns to our vision of becoming one of the world's great companies by creating Great Hotels Guests Love. It's about how IHG and our hotels act in our local communities and how we manage our environmental impact.

Example - Corporate Responsibility

Corporate Social Responsibility 3 EnvironmentsThe workplace, the community and the natural environment .

Corporate Social Responsibility 3 EnvironmentsThe workplace, the community and the natural environment .

WorkPlace/Workforce EnvironmentProvide Leadership that maintains a strong workforce strategy through

education, guided recruitment, associate management, training and career development , motivation and

inclusion.

3 private schools K to 12 in operation in Panama with over 1200 studentsFully bilingual Spanish/English instructionAssisting neighbouring public schools to raise the barModern facilities and guided instructionMusic, arts, science , technology

A few examples of CSR providing Educational Leadership

The Panama International Hotel School is Central America’s leading hotel school for hospitality and Culinary Arts education. We provide handson internationally recognised certificates and associate degree courses as well as degree pathways that are highly respected within the global hotel and Restaurant Industry.

Associate degree in Hotel and Restaurant Business Management

Associate Degree in Culinary Arts & Food and Beverage Management

Work/study programs 2 days of study 4 days of work

Executive and line level short training programs

Educational Leadership

Project BartenderProject Bartender prepares individuals to enter careers in bartending or related fields with the skills and knowledge needed to responsibly serve customers and provide excellent experiences.Project Bartender was a natural and seamless fit for DIAGEO. It aims to engage customers and identifies employment opportunities with our stakeholders and on-trade partners. The program currently operates in Jamaica, Brazil, Uruguay, Chile, Peru, Colombia, the Dominican Republic, Panama, Puerto Rico, the USVI and El Salvador

Educational Leadership

Educational Leadership

Key IHG Academy achievements in 2013Expanded IHG Academy to 301 programmes – an increase of 144 during the 2013 year, across 50 countries Helped over 6,000 participants build hospitality skills and improve their employment prospects in 2013 alone

Corporate Social Responsibility 3 EnvironmentsThe workplace, the community and the natural environment .

Community EnvironmentProvide leadership that promotes values

towards the ¨common good¨ to protect and develop the cultural and geographical

heritage of the destination

http://www.youtube.com/watch?feature=player_detailpage&v=6Wn_3AKttww

History & Heritage Portobelo video 1 minute

Portobelo Bay Foundation was developed by local business leaders Providing community support and leadership through:An artist-run workshop/gallery of Congo art. A School of Rhythm, Dance & MusicA carpentry training and project workshopPrograms to build leadership skills in the community

Example of Community Leadership

The intention is a healthy approach to the destination with all these activities benefiting each other. And the end result is improved quality of life in the destination.

Fundacion Calicanto’s main mission is to preserve the cultural and architectural heritage of Casco Viejo. Calicanto played a huge role in achieving Casco’s UNESCO title in 1998. In addition to helping preserve and restore Casco Viejo Calicanto aims to empower neighborhood residents. The do so though a program, “Foundation Cycle”, where they provide aide for personal development and preparation for vocational programs. Calicanto also runs CAPTA (Capacitacion para el Trabajo) a program centered around training local women to enter the hotel and tourism industry in alliance with The Panama International Hotel School.

Example of Community Leadership

Sustainable Tourism through Corporate Social Responsibility

Strategic Map – a balanced scorecard perspectiveLeadership Needed – Public/Private Sectors

the CSR EnvironmentsWorkplace/workforce

CommunityNatural

Come together

Have alliances and assisted in programs withSmithsonian Tropical Research InstituteEarthtrainJane Goodall´s Roots & Shoots program

Example of Community Leadership

Gamboa Rainforest Resort and Gamboa Tours work closely in developing and supporting quality experiences with the neighbouring Embera indigenous tribe providing valuable tourist revenue to the community and helping them to showcase and preserve their cultural heritage

Example of Community Leadership

http://www.youtube.com/watch?feature=player_detailpage&v=WMDpThw-7dA

Indigenous Heritage Video

Showcasing the biodiversity of the Rainforest

Showcasing the biodiversity of the Rainforest

Corporate Social Responsibility 3 EnvironmentsThe workplace, the community and the natural environment .

Natural EnvironmentProvide leadership in

resource management and usage, consumption of

energy and expendables towards minimizing

impact

The Three RsReduce, Reuse & Recycle

Key element being REDUCE

Environmental Leadership

Environmental Leadership

Punta Bruja Bio-reserve85 hectares of protected rainforest

Playa Bonita hotel provides stewardship

Under a public/private alliance

Corporate Social Responsibility as a driver of Sustainable Tourism

Change being the constantMap out the strategy to manage and lead change

Set Indicators to measure performanceSet new goals