Commitment to a policy of corporate social responsibility no longer makes a company special. Especially when the entire world has become aware that we cannot simply act without taking heed of the impact of our actions on the planet and its inhabitants. In terms of CSR, the law that is already imposed on large companies will eventually come to bear on all economic players.

The hospitality industry was undoubtedly one of the first to take up the issue and translate it into concrete measures that are put into practice on a daily basis. However, if the savoir-faire is no new thing, it still leaves something to be desired. In France, we often think that our talent is self-evident without our having to demonstrate it. Hotel entrepreneurs have not been left behind in terms of sustainable development, far from it. What they could do better, though, is to showcase their initiatives more in the public eye.

For decades, the consequences of their presence in an area have been a primordial concern for hotel groups. Their obvious sensitivity to a fragile environment has led Scandinavian and Canadian groups to spearhead an eco-responsible movement that has since developed widely across all continents, both in "exotic" destinations as well as in more developed countries.

Since the first Hospitality Awards, more than 20 years ago, several exemplary initiatives have been rewarded with a Sustainable Development trophy. The "B Corp" label for entreprises à mission [French legal framework in which businesses pursue a set social and environmental purpose with specific sustainability goals] is also gradually spreading in the hotel sector and has seen an acceleration in recent years.

Protection of the natural environment, reduction of a property’s impact on local resources, the importance of integrating the local population into the operation of an establishment... These measures have all long been implemented in the world of hospitality and even serve as a model for other sectors.

Our industry can rightly boast about having been a pioneer. However, has it communicated sufficiently about the full extent of the plans it has put in place? Reading reports from the major groups, whether they be Growing the Right Way at IHG, Planet 21 at Accor, Travel with Purpose at Hilton, Marriott Serve 360°, The Greater Good at Banyan Tree, to name but a few, shows the diversity and richness of the actions that have been undertaken. There is a hotel industry that has strong convictions and it must be supported and accompanied, argues Joris Bruneel, head of a group that advocates for this exemplary approach and whose Parisian establishments are the first to be classed entreprises à mission.

CSR, properly understood and applied, is not just a list of "good intentions". Its performance can now be analysed using ESG indicators. The Environmental, Social and Governance dimensions of companies are dissected to eliminate any attempt at greenwashing and to reward genuine approaches.

How does France stack up against other countries? Does it communicate well on the commitments made and the steps taken? Yet it cannot be denied that it boasts a very broad catalogue of initiatives that prove its exemplary attitude. Just look at the Grenelle Environment Forum, HQE standards, energy policy promoting nuclear power, protection of coastal areas, regional planning, decarbonisation strategies, the introduction of low emission zones, a dense rail network, labour law, the promotion of equal pay, or the search for parity in management bodies.

All these legal or regulatory provisions already constitute a foundation that puts France in the top tier of the "Best ESG Nations", even if ADEME [the French agency of environment and energy management] is being finicky when it says that our 8% of GDP equates to 12% of carbon emissions. Objectively, for a comparable destination, France still has a competitive advantage, especially as tourism operators are working hard to remain at the forefront of sustainable development. But how long will it take for good practices to become widespread and for us to be caught up or even overtaken by countries with better communication skills?

Failure to meet these challenges will very quickly become a discriminating factor. It will also be necessary to be able to rely on good indicators to monitor progress and validate a realistic benchmark between competing destinations. At MKG, we aim to provide the sector with the right tools to take up this challenge over the long term. This is the mission we have set ourselves for the months to come, and we reminded industry players of it at MIPIM last week.

We are still only at the beginning of the "preference for sustainable", the inclination that guides visitors' choice of a particular destination. Yet why delay telling our "story" when the phenomenon will only grow and grow with each coming generation? The "tourist" will be the new magistrate, arbitrating between the territories that claim to engage in societal responsibility through their choices of where they spend their money.

The stated ambition of our politicians is to position France as the leading sustainable destination in Europe (and why not in the world). This must be a major challenge for our promotional bodies to take advantage of the "leader's bonus". We can rightly question their efficiency because they are too absent from major international events. There is plenty of room to fuel this ambition across all regions and cities, all whilst not falling into a disorganised approach. For once, the Gauls, so often allergic to any coordinated action, could draw from this "magic potion" in order to unite themselves and take on a leadership role at European level.

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