Rotana Corporate Sustainability Report 2014

35 Sustainability materiality map We believe that by conducting a materiality assessment and stakeholder engagement, we will be providing opportunities to further align business practices with societal needs and expectations, helping to drive long term sustainability and shareholder value. The Materiality Map included all GRI G4 Aspects, as well as other aspects important for our business. It is based on three elements that helped us to list and prioritise the most material issues (Table 1). The map relies mainly on: • Sustainability maturity assessment results and scores • The company’s sustainability focusses areas • Stakeholder expectations as analysed by Rotana Materiality matrix In our materiality matrix, material issues are defined as the issues of highest concern to the company and have high impact on our external stakeholders. For the company, priorities are set based on the likelihood and potential impact of issues affecting business continuity and development. The importance of identified materials issues was ranked by 40 Rotana General Managers, all Vice Presidents and Chief Officers during an internal workshop on stakeholder’s materiality assessment, based on a scoring scale from 1 for low importance to 5 as high important. For external stakeholders, prioritisation is given to the impact of the issues to them and their relevance to Rotana. Materiality Assessment