Applied to:
This award recognises a structured social impact and inclusion strategy generating tangible and lasting value for communities, employees or society, while being embedded in the organisation’s operating model and long-term vision.
The project:
Launched in June 2023, Heartists for Good is Accor’s innovative volunteering platform designed to empower employees to engage in social and environmental initiatives. Created as part of Accor’s Corporate Social Responsibility (CSR) strategy, the program fosters a culture of volunteerism, offering employees opportunities to contribute to causes that align with their values and interests.
The platform addresses a pressing need: while 96% of employees express a desire to volunteer, only 9% currently participate due to time constraints. Heartists for Good simplifies engagement by offering a user-friendly interface where employees can discover volunteering missions validated by Accor Heartist Solidarity, as well as educational content on topics like biodiversity, gender equality, and education. Employees in France are also given one paid day off annually to participate in these activities, reinforcing the company’s commitment to enabling meaningful contributions.
Since its launch, the program has engaged 46% of Accor’s corporate employees, with 6% actively participating in volunteer missions, contributing 290 hours of community service. The platform has received a high satisfaction rate of 4.8/5 among participants. Future goals include increasing registrations to 50%, doubling mission participation rates to 10%, and reaching 350 impact hours by 2024.
Heartists for Good also serves as a development tool for partner NGOs, helping them acquire new skills, gain external perspectives, and strengthen ties with the corporate sector. For employees, the platform enhances motivation, fosters a sense of purpose, and aligns with the growing demand for participatory CSR initiatives.
Looking ahead, Accor plans to expand the program globally, integrate hotel-based actions, and incorporate mentorship opportunities. Heartists for Good exemplifies Accor’s commitment to creating a positive social and environmental impact while boosting employee engagement and satisfaction, establishing the program as a cornerstone of its CSR efforts.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
