Press Kit WOMEN’SWORDS FEBRUARY 2015 SUMMARY SOPHIE STABILE EDITORIAL: LET’S AMPLIFY THE VOICE OF WOMEN P.03 CARO VAN EEKELEN IS TEAM DIVERSITY THE KEY TO GOOD MANAGEMENT? P.04 JULIE GRÉGOIRE FOR WOMEN BY WOMEN P.06 SHEILA MITCHELL ET MONIKA STADLER JOB MOBILITY, A KEY TO SUCCESS FOR WOMEN P.09 NICOLA HOCHGRUBER ET LAETITIA NYOP WOMEN GENERAL MANAGERS IN MALE TERRITORY P.12 MALGORZATA MOREK WOMEN AT ACCOR GENERATION IS A REAL SUCCESS IN POLAND P.15 CHRISTINE RUMBLE WOMEN AT ACCOR GENERATION: A REGIONAL INITIATIVE WITH LOCAL UNDERTAKINGS P.17 LUCIANA NAKAMURA AN EXEMPLARY CAREER WITH ACCOR IN BRAZIL P.20 FABIENNE ZANFONI ASSERTING THE STATUS OF WOMEN IN SPAIN AND PORTUGAL P.22 FRÉDÉRIQUE POGGI DIVERSITY: A “MUST” AT ACCOR P.24 Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 2 EDITORIAL Let’s amplify the voice of women. W e know that more women graduate from top universities than men, yet they hold fewer positions of responsibility in companies. We also know that diverse teams are more innovative and efficient, but quotas are still necessary in recruitment processes… Women at Accor Generation aims to give women confidence in their potential, incite them to dare and accompany them as they adopt this approach. Sophie Stabile, Chief Financial Officer of Accor and President of Women at Accor Generation Ever since it was created in 2012, Women at Accor Generation has been working towards this aim through various lines of action. The first is its mentoring program, which now has 90 mentor-mentee pairs around the world. Each mentor, male or female, supports and accompanies a mentee at an important moment in her career. We also encourage the sharing of experiences, the creation of networks and exchanges with women’s networks outside Accor. Lastly, we foster women’s access to training, which is an essential aspect of career development. As well as our internal initiatives, we take an interest in the 50 million female customers who stay in Accor hotels around the world. A work group initiated by Women at Accor Generation has conducted a wide scale survey to identify their needs and respond better to their expectations by adapting the Group’s service offer. Today, we are proud to have a network that comprises 2,500 members, both women and men, on all five continents. We have nine regional leaders in eight geographic regions so we can offer activities tailored to local issues. And we are not stopping there! 2015 is beginning with a strong commitment coming from Accor: the signing of the WEPs (Women’s Empowerment Principles). This program, an initiative of UN Women and the United Nations Global Compact, defines seven principles that foster the empowerment of women in the workplace, the marketplace and the community. By adhering to these principles, Accor is asserting its commitment to diversity and gender equality at an international level. This year, we will include more men in our activities, we will step up the mentoring program, we will continue to support local initiatives and we will also develop training courses. Our watchwords are action and audacity. In this press kit, I invite you to read the testimonials of women who work for Accor in various positions across different levels of the company. Here they give their assessment of the place of women in the workplace, talk about their achievements, the challenges that still await them, their desire to take action in order to change things and the possibilities offered by Women at Accor Generation to amplify the voice of women across frontiers… ■ Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 3 IS TEAM DIVERSITY THE KEY TO GOOD MANAGEMENT? Caro van Eekelen, Accor’s only woman Chief Operating Officer in Europe, is convinced that different genders, ages and origins are the making of a strong team. Every day, Caro van Eekelen observes that commitment to diversity management helps enhance the company’s performance. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 4 CARO VAN EEKELEN Dare to diversify your experience! You are the only female regional COO in Europe and as such illustrate the potential of diversity. How did you achieve this? A lot of it has to do with temperament. Mine was shaped when I worked for Disneyland Paris where I changed jobs every two years. When I returned after my second maternity leave, I was astonished when I was offered the job I had held six years earlier. It was a real step backwards! However, I dared to turn the offer down and managed to obtain another position. Also, when I was a student I was very bad at languages. However, afterwards, when I went to work in the Caribbean I had to learn English and then French in Paris in just a few months. That’s why I firmly believe that we can always achieve a lot more than we think. In fact that’s the message I communicate to my teams every day: dare to diversify your experience! I have also always believed in diversity within a company. In fact, part of my job involves working with teams made up of people from very different backgrounds. Obviously, my management team also comprises men and women of different nationalities, with a wide range of experiences and degrees. What are the characteristics of a diverse team? A diverse team is more creative when solving a problem. A team made up of people of different ages can have combined benefits. For example, the younger generation may have a better command of new technologies and the older generation could have a better understanding of a well-anchored corporate culture. In teams that respect and account for all types of diversity, employees also feel more at ease. If they feel good about themselves, they perform better. Upholding diversity also means encouraging gender diversity. Sometimes certain measures have to be taken. That’s why we have launched an initiative that is still being tested in the Benelux countries, whereby when we recruit, we insist that both a man and a woman feature on the shortlist. My objective is to have women represent 35% of hotel General Managers. As one of Women at Accor Generation’s regional representatives, how do you help other women to surpass themselves? When I became Managing Director for the Netherlands, I was very exposed and held up as an example. Because I was in a more visible position I was able to share my experience. My financial independence is my freedom. Women should have no inhibitions about being mothers and working at the same time. That’s the message I wanted to convey to my female colleagues who are mothers, and that’s why I decided to join Women at Accor Generation. I run mentoring activities for the network, am invited to offer my testimonial at training sessions, etc. At the same time, I have made the per- Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 sonal commitment to go to schools to undermine gender stereotypes and explain that women can successfully manage both a family and a career. I hope to inspire the female students. ■ Her CV 1987 School for Hospitality Management in The Hague 1987-1992 Rooms Division Manager for hotels opening in the Caribbean, the Netherlands (Amsterdam), France (Paris) and Ghana. 1992-2006 Various management positions with Disneyland Resort Paris 2006-2007 Creation de CVE, a hospitality management consultancy firm 2007-2009 Chief Operating Officer Adagio City ApartHotels 2009 Managing Director, Accor the Netherlands 2012 Senior Vice President Novotel & Suite Novotel UK, Ireland and Benelux 2014 Chief Operating Officer Hotel Services Benelux 5 JULIE GRÉGOIRE AND MGALLERY: FOR WOMEN BY WOMEN Sometimes it’s the small details that make you feel as comfortable in a hotel as you would at home. However, these small details still continue to be devised for men by men. With the Inspired by her offer, Julie Grégoire, Accor’s Senior Vice President France Luxury and Upscale intends to adapt the services offered in MGallery hotels to the expectations of female guests. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 6 JULIE GRÉGOIRE Accor has a trump card to play with its attentive services specially designed for women. B ath robes in rugby player sizes, magnifying mirrors that are positioned too high, a stopgap kit that contains a razor, etc. These are the sort of irritating things that might annoy or even spoil your stay in a hotel if you are a woman. Julie Grégoire was one of the first to realise this and she decided to change things. She is the woman who created the MGallery brand, which already has a feminine element in its DNA and communication codes. She initiated Inspired by her, an ambitious program which aims to adapt the welcome provided in MGallery hotels to the growing number of female guests included in the business travel sector. Indeed, men have long since relinquished their monopoly over business travel. In fact, 43% of business customers are now women. What is more, women have also taken over when it comes to organising leisure trips. In threequarters of cases, they are the ones who decide which hotel they will set their vanity case down in. Yet, the market has taken time to react to this underlying trend and Accor therefore has a trump card to play with its attentive services specially designed for women Specific expectations Julie Grégoire is one of these frequent women travelers and often goes on business trips. She cannot The “Inspired by Her” offer has already been rolled out in all the MGallery hotels in France. imagine travelling without taking advantage of her stay to meet the brand’s female guests. A few words exchanged in a lobby, or a more formal discussion over dinner provide information that is as valuable as that Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 obtained in surveys. How else could she find out that women guests bring a few sachets of herbal tea along in their handbags because they are worried the hotel won’t have any? Julie Grégoire’s professional career 7 JULIE GRÉGOIRE Inspired by her has already resulted in a 95% female customer satisfaction rate. has also taught her the importance of paying attention to detail. She is a graduate of EHL hotel management school in Lausanne and started out with the Hyatt in Bali before joining KPMG consultants and then Accor’s marketing department. To launch Inspired by Her, Julie Grégoire called on WAAG’s rich diversity. Using data from the Le Club Accorhotels loyalty program, a WAAG work group carried out a survey of 250 women who agreed to disclose their expectations. Julie Grégoire points out “Our female guests want comfort and security, but they also want calm and well-being. Enjoying lighter meals is also one of their most widely expressed wishes.” MGallery is now the first upscale hotel brand in France to cater for these expectations. “It seemed logical to rise to this challenge since MGallery is the Accor brand women prefer in this segment and they currently represent one third of our guests.” An attentive welcome Early in 2014, the Lyon Carlton, the Grand Hotel de Cabourg, the Grand Hotel Roi René in Aix-en-Provence, and the Baltimore in Paris were the first to adopt this program. Before assigning a female guest her room, these hoteliers are particularly attentive: some women guests prefer a smaller, cosier room to a larger one. They might also feel safer if their room is located close to the lifts rather than isolated at the end of a corridor. Once they are in their room, they also find a host of small details just for them: beauty products by famous brands, a pocket mirror and a full-length mirror, non-slip hangers so that skirts don’t end up on the floor or crumpled at the back of the cupboard… The beauty menu, based on the principle of room service, is another service that allows women to order high quality cosmetic products from their rooms so they can pamper themselves with body scrubs, massages and moisturizing masks. Once again, it was by talking to women guests that Julie Grégoire was able to pinpoint the fact that women wanted to take advantage of their time in hotels to take care of themselves. And if they’ve left an accessory at home, there’s no need to panic, the reception desk has the answer to everything: hair ties for sport, clothes brushes, hair straighteners, nail polish remover so their nails are perfect for tomorrow’s meeting, and much more. Last but not least, the food and beverage service has gone that extra mile and now includes dishes for ladies watching Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 their waistlines, for example fresh fruit, salads, soups, fromage blanc, and a selection of herbal teas. An evolving concept “Within just a few months, the Inspired by her approach demonstrated its relevance since 95% of the customers that use its services say they are very satisfied,” explains a delighted Julie Grégoire. They especially appreciated details being able to order the bathroom beauty products and the women’s press that is available for them so they can take a break from their dossiers at breakfast. Now that the pilot phase has been approved, the offer is currently being rolled out in all the brand’s hotels. Other services could also be added to ensure that women are even better looked after. ■ 8 JOB MOBILITY, A KEY TO SUCCESS FOR WOMEN Neither Sheila Mitchell, General Manager of the Novotel Blackfriars London, nor Monika Stadler, VP Upscale Operations for 16 up-and midscale hotels in Switzerland, shied away from taking risks in order to rise up the career ladder. Their career paths and experiences are different, but they both share the same satisfaction at having achieved professional success through job mobility. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 9 SHEILA MITCHELL / MONIKA STADLER I had to demonstrate that I was capable of changing and adapting. Monika Stadler Monika, you went from being Chief Housekeeper to General Manager in eight years, and Sheila, you also rose from Front Office Manager to General Manager. Had either of you envisaged this kind of career progression? Monika Stadler: To be honest, no. I never really established a precise career plan. However, I knew that I couldn’t do the same job for ever. I like diversity and therefore actively looked for jobs that I could do after occupying one position and then another. I seized the opportunities that came my way. I had to demonstrate that I was capable of changing and adapting. Sheila Mitchell: When I started with Accor in 1976, there were very few hotels in the UK. It was only after I had been with Accor for ten years, that the opportunity of moving came up. At the time, I was married to a General Manager who had the opportunity to move to New York and then back to the United Kingdom. I followed him, but then I stayed in New York, which gave me the chance to build my career there. I worked in three hotels in the United States before returning to the UK. Since then, between 1996 and now, I have worked in four UK establishments. Do you believe that job mobility is just a question of personality and motivation? M. S.: It’s true that you have to be curious, flexible and enjoy new challenges. Having a clear view of the objective is essential, but you must also be aware of the fact it’s a step by step process. You have to be enthusiastic even though the workload is heavy. S. M.: I think you have to be a good listener, keep an open mind and provide constructive reporting about your activity. It’s also crucial to give credit to the decisions you take even if the results aren’t always what you expect. Lastly and most importantly, you mustn’t be afraid of asking for help, although you should gauge which situations you can manage alone. Support from your superiors is essential when you want to build an international career. Has being a woman affected your career progression? M. S.: It’s actually helped me. Throughout my career, I’ve often heard customers or team members say that women make the best General Managers. They have an eye for detail when it comes to organisation and logistics, as well as keen relational and social sensitivity. The female approach to hospitality is in some ways fresh and different. Her CV SHEILA MITCHELL 1976 Front Office Manager, Novotel Bradford (United Kingdom) 1986-1996 Director of Sales & Marketing for Novotel New York Time Square (United States) 1996 General Manager of the Novotel Wolverhampton (United Kingdom) October 2012 General Manager of the Novotel London Blackfriars (United Kingdom) since its opening 2013 Received a Bernache Award in the Performance category for her entire career. S. M.: For me, being a woman wasn’t really an advantage when I started out. There were less women than there are now working in the industry. I remember meetings where it was difficult to establish the legitimacy of my opinion. I have also had to face customers who insisted that they wanted to complain to the manager, but never for a second Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 10 SHEILA MITCHELL / MONIKA STADLER I joined Women at Accor Generation to help women at all levels. Sheila Mitchell imagined that the manager could be a woman! It’s true that at the time I was one of a minority. With time, I have learnt to impose myself and realized that we were all, both men and women, on a level pegging. Monika, what advice would you give women who would like to use international job mobility to build a career like yours? Above all, you have adapt to different cultures and maintain a healthy work/life balance. You probably need to have an understanding partner and you should expect to have to make a few small sacrifices. However, you will obtain great rewards in return. For example, as far as I am concerned, international job mobility has allowed me to greatly improve my French, to enrich my network and to benefit from the skills inherited from both cultures. In France, I have learnt to move ahead and develop my creativity. German culture, on the other hand, has given me great rigor and a sense of organisation. Lastly, you must be curious, sensitive and not afraid to take time to think about your personal and professional aspirations before you forge ahead! have enabled me to progress more quickly. I lost too much time questioning my abilities. This said, the knowledge and understanding of certain procedures can only be achieved with time and experience… You are both members of Women at Accor Generation, why did you join this network? M. S.: I see it a very good initiative, even more so as women are currently gaining momentum in business – that’s why I wanted to be part of it. S. M.: I joined Women at Accor Generation to help women at all levels to progress in their careers, at a pace that meets their work life balance, but also to share my experience with other women. ■ Her CV MONIKA STADLER 1982 Head Housekeeper at Novotel Wien Airport (Austria) 1984-1991 Assistant to the General Manager of the Mercure Wien Zentrum (Austria) 1994-1996 General Manager Mercure Wien Zentrum and Mercure Wien City 1999-2001 Head of Loyalty Programs and Partnerships, Accor Hotels Germany, in Munich (Germany) 2001-2003 Head of Novotel Worldwide Integration, Accor SA Paris-Evry Paris (France) 2009-2011 General Manager of MGallery Hotel Am Konzerthaus, in Vienna (Austria) 2011-2012 Director of Brand Operations MGallery, Novotel, Suitenovotel, Mercure (14 hotels) in Austria 2014 Vice President of Upscale brands, in Switzerland and Austria (45 hotels) Sheila, would you say that you have had the perfect career? I wish I had had more self-confidence earlier, so that I could have seized more opportunities that would Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 11 WOMEN GENERAL MANAGERS IN MALE TERRITORY Nicola Hochgruber and Laetitia Nyop, the General Managers of hotels in Abu Dhabi and Lomé, talk about their day-to-day lives in jobs that are usually held by men in these parts of the world. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 12 NICOLA HOCHGRUBER ET LAETITIA NYOP I always had to convince my entourage. Nicola Hochgruber How did you become a General Manager in a country where women rarely have access to positions of responsibility? Nicola Hochgruber: During a regional meeting for Suite Novotel, I heard that an establishment was being built in Dubai. I jumped at the opportunity. I had been with Accor for 18 years, including nine as a GM and had acquired a good reputation in my home country, Germany. My bosses supported me fully and reassured management in the Middle East regarding my abilities. However, there were some reservations regarding my application as I was a woman and had never lived abroad. Laetitia Nyop: After completing my studies and working in a first job in France, I continued my career in Africa. In 2008, when I arrived at the Sofitel Malabo, in Equatorial Guinea, I was faced with the challenge of replacing a man as Front Office Manager, which is a key position. I had to be available around the clock and worked tirelessly. In 2009, after a crisis situation which earned me an award (see box), I decided to join the ibis brand. Thanks to the support of Jean-Marc Schnell, Director of Operations for Sub-Saharan Africa, I was appointed GM of the ibis Lomé in 2012. What obstacles did you have to overcome? N. H.: When I arrived in Dubai in May 2008, I realised that women rarely held positions of this kind. At first, nobody had confidence in me, despite my experience and years of service with the Group. I always had to convince my entourage. I also had to adapt to a different culture and this was a significant challenge for me. For example, given the relatively unreliable punctuality of work meetings, I soon understood that arriving on time was a waste of time! I also realised how important family is in the Middle East. When there are problems in their family, employees are entitled to leave their positions to look after their loved ones. It’s considered normal. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 As for women, they are increasingly young when they start working, but as soon as they are married they return home to take on their family responsibilities. Pension funds don’t exist here and children are therefore the elderly’s only chance of survival. L. N.: I had to overcome two major obstacles: my age and my lack of experience in a similar position. At 29, I was much younger than the average GM, most of whom are between 45 and 50. I therefore had to demonstrate that I was motivated and that I could adapt and learn fast. I also relied on the very formative, hands-on experience I had gained in my four and a half years in Malabo. The day I experienced a crisis situation In 2009, I was in Malabo at the Sofitel which was located within the Presidential Palace compound. We came under a violent attack against the authorities. Our building was shot through with bullets. Luckily there were no victims, but I had to take the right decisions: move customers out of their rooms, reassure them and close the hotel. After this event, I was honored to receive the “Esprit Accor” Bernache Award from the Group. Laetitia Nyop, GM ibis Lomé (Togo) 13 NICOLA HOCHGRUBER ET LAETITIA NYOP Women at Accor Generation has given me self-confidence, courage and even more ambition. Laetitia Nyop The day I left Germany and discovered the Middle East What kind of stereotypes do you face every day and how do you handle them? L. N.: I’m often asked who my GM is, or who I married to get the job, or how I manage both my work and my family life. In Africa, women are frequently viewed as good assistants, but certainly never as company managers. Employees think you are less competent and they test you. In response, I highlight my ability to draw up an income statement, to talk strategy… Basically, I demonstrate that I have knowledge of the job. The only miracle is the work! N. H.: I don’t really have to deal with stereotypes. It’s more the surprise that people show when I introduce myself as the hotel’s General Manager. However, very quickly, once they have got over their initial astonishment, their expressions change and I can see respect in their eyes. There’s just one exception, and that concerns unhappy customers who want to talk to or even shout at a man. It’s culturally impolite to shout at a woman, so I have found a solution to this problem and make sure I am assisted by a man who speaks Arabic. 1 By 2008, I had inaugurated a three-hotel complex on Potsdamer Platz, received an innovation award, and made the headlines of Accor’s internal magazine. I was starting to get bored in Berlin and I was looking for a new challenge. I was very attracted by Dubai and by the new Suite Novotel project. I knew instantly that it would be a big task, but I decided to take up the challenge because my partner offered to accompany me. Nicola Hochgruber, GM Novotel & ibis Abu Dhabi (United Arab Emirates) Nicola, why did you chose to become Women at Accor Generation’s representative for the Gulf region? As the only woman GM in the region, I felt it was my duty. It is essential for me to help other women meet their objectives and encourage them to aspire to their dream job. It’s also important to share the satisfaction that comes with taking on a manager’s position in a company and explain the price one has to pay to get there: very long working hours and being available beyond geographic frontiers. Laetitia, how has Women at Accor Generation helped you? Thanks to Women at Accor Generation, I’ve been able to talk to brilliant women in key positions. It has given me self-confidence, courage and even more ambition. I have understood that the Group wants to encourage women to take on greater responsibilities. Two years ago, we had no women representing the region1, now there are three of us. That’s huge progress! I have become a mentor myself. I want to be an example for those mothers who look after their homes and work to improve the daily lives of their families and never dare to have ambition. I tell them: yes it is possible. Work and be bold! ■ Africa excluding Maghreb Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 14 WOMEN AT ACCOR GENERATION IS A REAL SUCCESS IN POLAND Malgorzata Morek, Head of Franchise Development Poland and the Baltic States, devotes a lot of energy to Women at Accor Generation’s activities in Poland. In this interview, she discusses past and future projects that have helped make Women at Accor Generation Poland a showcase for the network. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 15 MALGORZATA MOREK 43% of our General Managers are women. In Poland, Women at Accor Generation is a great success. It boasts a total of almost 100 employees members, which is more than in other countries. How do you explain this? From the very beginning of Women at Accor Generation, we communicated very clearly about our objectives. Women at Accor Generation is there to develop women’s leadership, to create a community for the exchange of best practices and a place where we can get inspired. This has generated a strong show of interest from employees. In 2014, we launched Women at Accor Generation Empowerment, a program especially tailored for women working for Accor hotels and for Orbis in Poland. Two sessions have already been held. The Women at Accor Generation Empowerment Program comprises such issues as building up self-confidence, developing women’s leadership and presentation skills. I took part in the first session and it was one of the best coaching courses I’ve ever been on. Exceptional women ran the program and they taught us a lot of things about ourselves. We are also very active at a local level, especially in Cracow where we are cooperating with a local association – the Women’s Business Network (900 members) where several meetings have been held enabling employees to hear the testimonials of women who have dared and are prepared to act as role models. With people like that making the top billing, interest in Women at Accor Generation and its audience is bound to increase! Gender parity is a maxim in Poland. Can you give us figures to back up this assertion? A growing number of women hold positions of responsibility within the group. For example, 43% of our General Managers are women and 60% of our head office managers are also women in functions as diverse as Marketing, Revenue Management and Risk Management. What does participating in Women at Accor Generation involve for employees and what is the outlook in Poland for 2015? Belonging to Women at Accor Generation means the assurance of mutual support from its members, both female and male. This bond helps boost confidence and visibility. In 2015, we want to implement more cooperation activities with institutions in order to enhance the work done by women. I am a member of the Polish Organization of Franchisees, which is an entity run by a woman, and I also sit on the board of the Polish Hospitality Chamber of Commerce. My position within these organizations helps me promote women by deploying joint activities with Women at Accor Generation. For example, we have organized meetings for women with the same professional status so they can Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 exchange good practices and discuss their experiences. I am also planning to ask the women working for these big institutions to contribute their testimonials and explain the reasons behind their own success. ■ Her CV ✣ Start as a receptionist in Chicago (United States) ✣ Different positions within Orbis hotels (Poland) ✣ Following the partnership signed in 2000 between Accor and Orbis, she was in charge of integration of Orbis hotels with Mercure brand ✣ Head of Franchise Development, Accor Poland and the Baltic States ✣ 16 WOMEN AT ACCOR GENERATION: A REGIONAL INITIATIVE WITH LOCAL UNDERTAKINGS The problems of diversity and gender equality in the workplace are not felt in the same way all over the world. These issues can sometimes vary significantly from one country to another. Christine Rumble, Accor’s Vice President Learning and Talent Development Asia Pacific experiences this on a daily basis. Her response is to proactively promote talents, especially female talents, through her position and through Women at Accor Generation (WAAG). Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 17 CHRISTINE RUMBLE Accor adapts to the culture and economic maturity of the 19 countries. How does Women at Accor Generation intervene in a geographical region as vast and as culturally diverse as Asia Pacific? The more than 1000 members of Women at Accor Generation in the region want to develop their skills and we have therefore created monthly webinars in which the contributor, either a woman or a man, shares her/his experience with 200 employees on issues like leadership, empowerment and building confidence. We also have a collaborative website that features Women at Accor Generation’s latest news. In 2014, we set up close to 60 mentoring programs. In addition, forums are held in each country which feature women’s success stories, such as those of Sophie Stabile, the Group’s CFO and President of Women at Accor Generation, and Louise Daley, Chief Executive Officer, Accor Advantage Plus. Accor adapts to the culture and economic maturity of the 19 countries in which it operates in the region. The members of the Asia Pacific Committee of Women at Accor Generation come from China, India, Indonesia, Thailand, Singapore, New Zealand, Australia, South Korea and Japan. Each representative has created an entity that ensures the local relevance of gender equality initiatives. What do members of Women at Accor Generation expect when joining the network? When launching Women at Accor Generation two years ago we asked our members upon registration to complete a survey which gave us some insight into their expectations from the network. From this survey it was evident that there are two distinct objectives for joining Women at Accor Generation Network in Asia Pacific – one is networking and the other is career development. Indeed, in Asia, it is quite frequent for employees to be more productive when they can benefit from an environment of camaraderie and collaboration where working relationships are built on mutual respect and barriers caused by hierarchy are removed. Women at Accor Generation’s Committee favors this type of environment by providing opportunities for members to share their individual challenges, both professional and personal, in a safe, inclusive environment. What’s more, for many women there is an enormous cultural pressure that compels them to focus on family commitments rather than to work: the network’s objective is to help them maintain a work-life balance. Her CV 1991 First job in a resort (Australia) From 1993 to 2005 Different operational positions in Australia and New Zealand 2006 First position with Accor as General Manager, ibis Wollongong (Australia) 2007 Regional Human Resources Manager in New South Wales (Australia) 2009 Awarded with the National Tourism Legend Award by Tourism Training Australia 2010 Accor Silver Bernache, “Innovation” category 2014 Vice President Learning and Talent Development Accor Asia Pacific A contraction of “Web” and “seminar”. These interactive online meetings are designed to enable collaborative work or remote learning 1 Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 18 CHRISTINE RUMBLE WOMEN AT ACCOR GENERATION ASIA PACIFIC: EXAMPLES OF LOCAL INITIATIVES In Australia Context Difficulties in having your children looked after due to expensive child care arrangements and waiting lists. Women at Accor Generation’s initiative In collaboration with the Australian HR team a flexible work policy was put in place which looks at options of varying hours per day allowing both men and women to work from home. Early results Both women and men can benefit from this policy so that family responsibilities are shared evenly. Mothers can now return to work quickly. ■ In Indonesia Context There needs to be more women hired as General Managers in our hotels. Women at Accor Generation’s initiative Quarterly meetings with female leaders who share about career success to show that it is possible to climb the ladder. Early results Over the past 12 months we have seen the number of women taking on management positions in hotels increased from 8 to 13. ■ Women at Accor Generation’s initiative Quarterly meetings to develop skills in various fields: among the last workshops were subjects including self-opinion, self-confidence and gender. ■ Over 1000 members 19 nationalities represented 60 mentoring partners in 2014 and 45 to come in 2015 9 In Thailand Context Women are willing to find the right balance between professional and private life. WOMEN AT ACCOR GENERATION ASIA PACIFIC KEY FIGURES In India Context Women only represent 11% of Accor’s hotel staff in this country: most of them view the hospitality sector as an unsafe environment. Women at Accor Generation’s initiative Against this preconception, to vgive talks in universities and to dialogue with parents of worried young women. Also to offer Self Defense classes to reassure women. ■ Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 nationalities represented on the Women at Accor Generation Asia Pacific Committee In 2014, Accor appointed it first woman regional manager in Asia and the first woman to hold a position as a Hotel N°2 in India 19 AN EXEMPLARY CAREER WITH ACCOR IN BRAZIL Before taking up her current position as Operations Manager at the Pullman São Paulo International Airport, Luciana Nakamura Furstenau climbed the corporate ladder by working at ibis and then Mercure. This 35-year old Brazilian has had an exemplary career and has managed to find her place in a business environment that still very masculine. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 20 LUCIANA NAKAMURA In Brazil, 51% of hotel General Managers are women. I s access to high-responsibility jobs still a male prerogative in Brazil? Not at Accor, where that glass ceiling was broken several years ago. In Brazil 51% of hotel General Managers are women. After 13 years with the group, 35-year old, Luciana Nakamura Furstenau can confirm that talented women have the same opportunities to build successful careers as men. Before reaching her current position as Operations Manager at the Pullman São Paulo International Airport, Luciana started out by working for two years as a receptionist at ibis. She then took part in an ibis trainee program that allowed her to become a General Manager Assistant. This was a precious door opener in the Brazilian job market where women have to go the extra mile, compared with men, to demonstrate their qualifications and access positions of greater responsibility. Ever since then, the group has constantly supported her. When Luciana returned to Brazil, after interrupting her career for three years to study in Germany and get married, Accor welcomed her back and she worked at Mercure and then Pullman. Luciana’s time in Germany allowed her to experience life in a society where men and women are on a more equal footing both at work and at home. Personal and professional success WAAG Corner: gender marketing for female employees The “WAAG Corner”, which was launched in Brazil, then Chili and Peru, is an innovation designed to cater better for the needs of female employees in Accor hotels*. This space for female employees is located in the employees’ common area inside the hotel. It features large, well-lit mirrors and counters where employees can put their beauty accessories, hair dryers and make-up, so they can enjoy a moment of well-being in the workplace. “The “WAAG Corner” is contributing to creating a new working environment that is more welcoming and in tune with the expectations of the new generation,” explains Magda de Castro Kiehl, Director of Legal Affairs and Risks for Accor in Americas & Caribbean. “It’s a plus point that can serve to attract new talent in a market characterized by full employment.” 29 hotels in Brazil, 6 in Chili, 3 in Peru. Operation currently being rolled-out in Argentina and Colombia. * Her defined what is acceptable and I have also learnt to be better organised,” she explains. Last year Accor helped her to develop her potential by approving her participation in the IHMP (International Hospitality Management Program). This international course aims to develop and improve management skills alongside other international managers. Though the preparation required for this course meant Luciana had to make some sacrifices, she is now delighted to have completed it. “I was able to go to Paris three times in nine months, which was an enriching experience”, she explains. With Accor’s support and her husband’s, Luciana certainly intends to add more chapters to her Brazilian success story. ■ At Pullman, her challenge is now to reconcile her family life as a mother of two and her career progress. “I have Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 CV 1999 First job with ibis 2007 Guest Relation Supervisor for Mercure Grand Hotel (Brazil) 2009 Front Desk Manager, participated in the rebranding of the hotel as a Pullman establishment 2013 Operations Manager at Pullman São Paulo International Airport (Brazil) 2014 Participated in Accor’s talent training program, IHMP (International Hospitality Management Program) 21 ASSERTING THE STATUS OF WOMEN IN SPAIN AND PORTUGAL Fabienne Zanfoni, CFO and COO of HotelInvest in Spain and Portugal, proves that today women have their rightful place in the highest echelons of the Iberian Peninsula’s economy. However, in this period of economic tension, their fight is never over. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 22 FABIENNE ZANFONI At Accor in Spain and Portugal, women represent 60% of employees and 31% of hotel General Managers. In a society that has long been dominated by men in the workplace, you hold two high-responsibility jobs. Is the position of women in the workplace starting to change in both Madrid and Lisbon? Contrary to what one might expect, these two societies are changing very rapidly. In Madrid, over the last fifteen years or so, I have seen women progress more than in other countries. Before the crisis, nearly 25% of them worked. It was an economic necessity that ensured more income for the household. What is more, the culture of strong family units means children can often be looked after by their grandparents. The authorities have also encouraged this change by imposing gender parity, notably on company boards. This all explains why there are more highly qualified women in management positions here than in other countries. At Accor in Spain and Portugal, women represent 60% of employees and 31% of the hotel General Managers. years there had been a positive drive for gender equality with several legislative measures taken to encourage it, the crisis relegated this issue to the background. How do you defend the position of women in the workplace on a daily basis? These are issues that I deal with through WAAG which I am responsible for here. We develop relationships and exchange experiences with women’s networks in other companies. WAAG can expand further, especially in Portugal and I would like its members to be more proactive in their proposals and encourage them to assert themselves. Even though we are lucky to work for an international company that offers us career prospects, it’s not easy when you also have to be available at home for your children. In fact, prejudices are still very strong. However, we must learn to overcome them, to accept that we are different and take risks. The women who dare are the ones who do best! ■ Her CV ✣ Began her career as an auditor ✣ Joined Accor’s Consolidation Department in 2001, in France ✣ CFO for Accor and COO for HotelInvest in Spain and Portugal ✣ You mentioned the economic crisis. Has it affected the growing feminisation of the job market? Yes, because many women worked part time. With the crisis, these were the first jobs to go. Sadly women have served as the “adjustment variable”. In addition, whereas over the last few Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 23 DIVERSITY: A “MUST” AT ACCOR “To guarantee the inclusion of all talents” is something which both Accor and Frédérique Poggi, the Group’s Director of Diversity, strongly believe in. She gives us her vision of diversity and explains the measures taken by the Group to ensure better representation of every man and woman. Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 24 FRÉDÉRIQUE POGGI The objective is not to stigmatize, but to guarantee the inclusion of all persons. The creation of Director of Diversity positions in companies is a relatively recent phenomenon. How do you explain it? These positions were created between 2006 and 2008 in several CAC 40 companies. There are many reasons for this. The drafting of the Diversity Charter in 2004 by Claude Bébéar, former CEO of Axa, helped launch the movement. His initiative was followed by stricter anti-discrimination laws which incurred criminal sentences for both individual and corporate offenders. This said, the corporate world has evolved significantly. We have moved from a non-discriminatory stance to a much more positive approach that is both humanist and geared towards performance and which goes well beyond the regulations. That is the approach that we continue to take at Accor. company. It was published in 2011, translated into 15 languages, and officially states the Group’s commitments. The objective is not to stigmatize, but on the contrary, to guarantee the inclusion of all persons. For example, to promote women’s access to positions of responsibility, we encourage the drafting of recruitment lists that include an equal number of male and female candidates. Although the world “quota” bothers me, it has to be said that quotas do mean action is taken. At Accor, we therefore prefer to talk of objectives and action plans. What does diversity mean for Accor? It means welcoming all differences and placing skills at the heart of our recruitment, mobility, training and compensation systems. Attention to equal treatment is an essential part of each stage of professional life. Our diversity policy is based on four priorities: ethnic, social and cultural diversity; age diversity; insertion of disabled people and gender diversity. It draws on the Group’s very own diversity charter, which is a fairly original tool and is specific to our Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 How does Women at Accor Generation help bring diversity to life at Accor? Women at Accor Generation accompanies women’s personal and professional development and helps them overcome self-censorship, thanks to systems like mentoring. It supports the Group, HR and management in the promotion of gender equality and the fight against gender stereotypes. We consider diversity a performance driver… Therefore men have their rightful place within Women at Accor Generation and already represent 25% of membership! The employee representative on the board is a woman The law on employment security passed in June 2013 introduced a new provision for companies with over 5,000 employees in France (or 10,000 employees worldwide). It obliges them to have one or several employee representatives on their boards of directors or supervisory boards. At Accor, the person appointed in this capacity is a women, Iliane Dumas. «I’ve already represented the employees on the board for 10 years, but I had no voting rights.» From now on, she will have the same rights and powers as the other members of the board. She provides the employees point of view, takes part in the debate and in the voting. What is her aim? “I certainly intend to state my view as an employee by insisting on career management. My dearest wish is that the Group should continue to give everyone a chance.» With Mercedes Erra, Executive President of Havas Worldwide, Sophie Gasperment, Group General Manager of L’Oréal, Iris Knobloch, Chairman of Warner Bros Entertainment France and Virginie Morgon, Member of the Executive Board and Executive Vice-President of Eurazeo, Iliane is the fifth woman to be part of Accor’s Board of Directors. 25 FRÉDÉRIQUE POGGI Women at Accor Generation accompanies women’s personal and professional development and helps them overcome self-censorship. What is mentoring and what are the first results of the mentoring program? First I’d like to remind you of the origin of the word “mentoring”. In Greek mythology, “Mentor” was Ulysses’ advisor and friend and guided him in his choices. Mentoring is therefore not the same as a skills development program. At Accor we have set up a system that allows a mentee to discuss professional issues with a mentor who has more experience. Mentoring is based on the sharing of experience and knowledge and should lead to an enriching exchange for both people involved. During these meetings, problems like a job transfer, joining a management committee or returning to work after maternity leave can be discussed. All too often, women believe they should have all the skills required in order to apply for a job, whereas men are less uncertain. This program was launched at Accor in Asia Pacific, Brazil and France and the results are very positive: 90% of mentees say their self-confidence has been boosted and 70% say they now have a better understanding of the company’s codes. What will be the key focus of your work this year? We are currently developing mentoring in Europe and across all of France. We are going to conduct a survey on the problem of stereotypes and generations and experiment the diversity label GEES1 in the Netherlands, Belgium and Luxembourg. Also this year we plan to increase men’s participation in the network, particularly through a range of mixed workshops which will be open to them. ■ Her CV 1985 Joined the Group as Sales Representative for Novotel in the United Kingdom 1989 Joined the Sales and Marketing department of Parc Astérix (an Accor subsidiary at the time) in France 1996 Created Accor Reunions Services within the Group’s International Sales department 2001 Joined Accor’s HR community as head of school partnerships 2008 Appointed as Accor’s Director of Diversity Gender Equality European Standard, the first international label for equality in the workplace that is an inter-company initiative 1 Press kit Accor ✣ WOMEN’SWORDS ✣ February 2015 26 Design and production: PRESS CONTACT: Marie-Camille Aubagnac Tel.: +33 (0) 1 45 38 19 16 [email protected] Delphine Dumonceau Tel.: +33 (0) 1 45 38 84 95 [email protected] CONTACT ACCOR Group Media Relations Department Immeuble Odyssey 110, avenue de France - 75210 Paris CEDEX 13 FRANCE www.accor.com
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