Rotana Corporate Sustainability Report 2014

43 0% 20% 60% 40% 40% 54% Renewal Ratio% 48% 2014 2013 2012 Members renewal ratio Rotana Rewards, our loyalty programme Rotana was the first regional hotel company to launch a loyalty programme for dining and staying in 1999 and reached more than 72,363 members in 2014 for the three types of Rotana Rewards Programmes: Exclusive, Select and Classic. Our repeated business average increased from 40% in 2012 to 48% in 2013 to reach 54% in 2014. Rotana Rewards members reached 72,363 in 2014 The programme is the most regionally relevant loyalty programmes in the Middle East and Africa, ensuring that every Rotana hotel is busy. For four consecutive years (2011-2014) Rotana has won the Best Loyalty programme for its Rewards programme during the Business Traveller Middle East Awards. Guest‘s champion story During Eid Al Adha period, the city of Karbala gets very busy with pilgrims and visitors. During his visit to one of the shrines, a Saudi national, who was a guest at Karbala Rayhaan by Rotana, lost his passport. He tried in vain to look for it but due to the large crowds, his attempts to find the passport were not successful.The problem seemed more complicated as the Kingdom of Saudi Arabia closed the doors of its embassy in Baghdad in 1990. The guest was devastated and lost all hopes of finding the passport. Without hesitation and challenging the large crowds in the city, Amer Ibrahim Hussein, Security Supervisor, formed a search squad with some of his friends. They all headed to the shrine area where the passport was lost. After six hours of continuous night search, Amer was able to find the passport and return it back to the guest. Leo arranged for a speedy pickup of the bag and handed it over to the guest. Leo ensured that the guest left the country on time. 90 80 70 60 50 40 30 20 10 86.6 86.2 78.9 75.2 Centro Arjaan Rotana Rayhaan Quality audits Our hotels undergo Quality Audits to measure our performance against Rotana’s set standards. The detailed audits provide us with tools to assist through each part of the quality assurance process: communicate, train, audit, analyse and act. In 2013 and 2014, we have further improved our results. Rotana quality standards audits score 2014 Rotana Rewards Exclusive Rotana Rewards Select 90 80 70 60 50 40 30 20 10 19,210 23,903 36,950 72,363 59,878 2010 2011 2012 2014 2013 Number of active members Rotana rewards members