Rotana Corporate Sustainability Report 2014

44 6,610 10,631 7,698 17,112 17,826 16,149 13,228 22,098 46,218 90 80 70 60 50 40 30 20 10 Exclusive Select Classic 2012 2014 2013 Members by programme 100 90 80 70 60 50 40 30 20 10 87.8 86.3 2013 2014 Cultural connection Being a leading Emirati Company in the hospitality industry, each of the Group’s hotels reflects local culture by providing our guests with a warm welcome and a place to socialise and discuss the affairs of the day. All our hotels have in their lobby Arabic coffee and dates to add value to the hotels, by connecting our international guests to the Arabian culture, and explain more of the local cultural history. Local heritage Preserving Emirati heritage and informing our guests about the local traditions, Rotana has partnered with Sougha, a social enterprise which markets on behalf of the local Bedouin artisans to improve the livelihood in opportunity deprived locations. Sougha products are displayed for sale in 29 Rotana hotels in the UAE for tourists and guests to purchase, learn about the country’s artisanal traditional products and create opportunities for unemployable or difficult to employ Emiratis with entrepreneurial potential. Guests perception Sustainability has become increasingly more important to our guests and the communities in which we operate. We strive to ensure that our hotels’ sustainable practices impact the satisfaction and intention of our guests to return to our hotels. Surveys completed by our hotel guests have confirmed that our practices overall do have a positive relationship on guests’ satisfaction level and return intentions. As per our 2014 RGSS (Rotana Guests Satisfaction Survey) results, sustainability was ranked 6 in the factors correlated with guest intent to return. As for our quality audits, we have integrated environmental sustainability criteria in the audit questionnaires in 2013. To evaluate our hotels practices specifically in the guest rooms. We have achieved scores of 87.8% in 2013 and 86.3% in 2014 on the set sustainability criterias. Best Loyalty Programme, Middle East Business Travellers Awards 2012 - 2014 Coffee and dates welcome guests at every Rotana hotel