The Mantra Group is resort and hotel marketer and operator based in Australia. The company is one of the strongest and major hospitality groups in Australia that operates its business in New Zealand and Indonesia apart from Australia. The company is the leading accommodation operator in Australia that provides more than 125 hospitality properties in Australia with luxury retreats. The management team of the company consists over 5500 members that perform the functions consisting marketing, operations and distribution, asst and portfolio management and corporate activities. The company also has two other key brand companies under the parent company, BreakFree and Peppers Mantra. Apart from providing the hospitality service to the people, the company also has taken initiatives in performing the Corporate Social Responsibility (CSR) to the society as well as the workplace.
CSR activities of the Company:
The Mantra Group recognizes the importance and necessity of the Corporate Social Responsibility (CSR) and is effectively engaged with the same. The CSR activities of the organization include various programs and partnership as the result of initiative engagement of the company with other foundations and organizations. The range of the CSR practices of the company covers four basic cornerstones: Community, Environment, Marketplace and Workplace (Capaldi 2013). It is noteworthy that the company was recognized as a finalist in the Community Service category of the Real Estate Institute in Queensland (REIQ) Excellence Awards (Mantragroup.com.au. 2017). The activities of the CSR initiatives by the company are given below.
For the development of the social and domestic condition of the women and children and the empowerment of the women, the company actively morally and financially supports this kind of public welfare foundation (Larrieta?Rubín de Celis et al. 2015). Apart from supporting the said foundation, it also supports the local communities, employees, shareholders and other stakeholders of the company (www.annualreports.com. 2017). The CSR activities in providing the wellbeing and supporting to the communities the initiatives of the company comprises of the donation, sponsorship of the community partnership and the fundraising events (Mayes, McDonald and Pini 2014). The company is a firm supporter against the family violence and financially helps the community families for eliminating the family violence from the same.
In considering the environmental conservation, the company has taken initiatives as one of the practices of the CSR program. The company possesses properties in a wide range of geographic locations, which has made them aware of the CSR activities for taking initiatives in preserving the environment. The sustainability committee of the company responses to the local environmental degradation and takes initiatives to improve the same accordingly such as the management of energy, water, waste and biodiversity (Tai and Chuang 2014). The company has recognized the environmental sustainability as a business priority. The CSR activities on the environmental aspect include identification, implementation and endorsement of the best environmental practice with the consideration of minimizing the corporate impact on the environment. Moreover, the activities of the CSR practices by the company also ensure the environmental consumption and procurement. The CSR initiatives propose to reduce cost, the impact on, and the sustainability of the environmental issue.
Marketplace and Workplace:
The company is positioned as socially and ethically responsible provider of accommodation and associated with different governing bodies. In addition, the company focuses on the elevation of the employee welfare policies and satisfaction. Career development initiatives, leadership programs, equal employment opportunity and cross-cultural management are some of the CSR practices that ensure the employee engagement with the company. The hospitality provider of Australia aims to be the ‘employer of choice’ (www.annualreports.com. 2017). The recent CSR initiatives for the employment issue in the workplace include the employee satisfaction surveys, online career building and self-assessment program, identification of the future leadership program and the new and diverse employment opportunity as the part of the workforce sustainability program (b Meister 2012).
Evidence for the CSR Activities:
The evidences of the CSR activities of Mantra Group are collected from the company website and the latest annual report of the company. However, a very small section of the report focuses on the corporate social responsibility of the company, but the example and evidence of the same is presented with precise and clear manner (www.annualreports.com. 2017). From the community practices under the CSR initiatives both the report and the website of the company show that Mantra Group is associated with Luke batty Foundation for the improvement of condition of women and children from the family violence (Stainton 2016). The company also supports the foundation financially (Mantragroup.com.au. 2017).
Considering the environmental issue the annual report provides evidence that the company has taken part in the Earth Hour in 2016. In addition, the Team Members of the company also perform the CSR initiatives taken by Mantra Group. The annual report of 2016 published by the company shows that the CSR activities in terms of the workplace issue has increased the rate of employee satisfaction over 85% since 2014. It also presents the data of 2016 financial year for 30,245 internal training hours and 2,371 external training hours of the employees (www.annualreports.com. 2017). Moreover, the report is an evidence of the leadership initiative program, ‘Emerging Leadership’, under the CSR initiatives that provides potential future leaders to the company.
his can be concluded from the above report that the CSR practice is one of the vital and necessary parts of the corporate activities of the Mantra Group. The wide range of the CSR activities shows that the company focuses on various issues and takes responsibility for the accountability and resolving the issues. The evidences of the CSR initiatives by the company show that the company is actively taking part in the CSR activities for the social, community, environmental and workplace issues. However, the company needs to focus more on the Corporate Social Responsibility section in the annual report published by the company and publish a sustainability report focusing on the CSR activities by the same. The CSR activities of the company is not only making the improvement in the required field but also enhancing the possibility of sustainability of the company.
Capaldi, N. ed., 2013. Encyclopedia of corporate social responsibility (Vol. 21). New York: Springer.
Larrieta?Rubín de Celis, I., Velasco?Balmaseda, E., Fernández de Bobadilla, S., Alonso?Almeida, M.D.M. and Intxaurburu?Clemente, G., 2015. Does having women managers lead to increased gender equality practices in corporate social responsibility?. Business Ethics: A European Review, 24(1), pp.91-110.
Mantragroup.com.au. 2017. Corporate Social Responsibility. [online] Available at: https://www.mantragroup.com.au/About-Us/Corporate-Social-Responsibility.aspx [Accessed 11 Sep. 2017].
Mayes, R., McDonald, P. and Pini, B., 2014. ‘Our’community: corporate social responsibility, neoliberalisation, and mining industry community engagement in rural Australia. Environment and Planning A, 46(2), pp.398-413.
Meister, J., 2012. Corporate Social Responsibility: A Lever For Employee Attraction & Engagement. LEADERSHIP, 11, pp.03AM-48.
Stainton, L., 2016. Children as the forgotten victims of domestic and family violence: time for reform in Western Australian Refuges. Australian community psychologist, 28(1), pp.79-89.
Tai, F.M. and Chuang, S.H., 2014. Corporate social responsibility. Ibusiness, 6(03), p.117.
www.annualreports.com. 2017. [online] Available at: https://www.annualreports.com/HostedData/AnnualReports/PDF/ASX_MTR_2016.pdf [Accessed 11 Sep. 2017].