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Happiness at the forefront of TIME CSR strategy

March 28, 2017 Responsible Tourism No Comments Email Email

UAE-headquartered hospitality company, TIME Hotels, is to strengthen the positive impact it is making on local and regional communities in 2017 through its impressive roster of Corporate Social Responsibility (CSR) initiatives.

The campaign is based around four main pillars: Workplace, Marketplace, Community and Environment, with a series of initiatives to mark each one.

Plans for the year include long service awards to recognise team members who have been with TIME Hotels for more than five years; a Ramadan iftar gathering; and a job exchange for one hour.

There will be a walk to raise awareness for breast cancer and diabetes, a community rubbish collection, car free day and a blood donation day. There are also several team building days with a focus on local culture and heritage, a talent competition and the popular waiter race in Barsha Heights, home to TIME Oak Hotel & Suites, a race between waiters from hotels in and around the Al Barsha area.

“Over the years, TIME Hotels has been involved in a range of activities designed to give back to and support communities on a local and global stage. Everything we do is backed by a vision to have a positive impact…we don’t want to just a smile on somebody’s face today, we want a more substantial and longer-lasting influence, than that,” said Mohamed Awadalla, CEO, TIME Hotels.

Highlights of the company’s multi-faceted CSR programme so far include an exchange food program in the hotel, where every employee brought their own food and came to work in their national dress.

Awadalla said: “We had 21 different nationalities sharing their food, culture, tradition and experience. This initiative provided a great opportunity for cultural understanding and team work. It also created happiness and provided a good work-life balance.”

On that theme, to coincide with International Day of Happiness this month, ‘smiley’ cupcakes were handed out to guests and members of staff.

TIME Hotels has also conducted the TIME Health Campaign, in collaboration with Aster Medical Centre, across all hotels and for all members of staff. For the third time in the last 18 months, employees received a free medical check-up and an hour-long training session from the doctor on the subject of ‘healthy lifestyle’.

While, as part of the company’s cultural awareness initiative, staff recently spent a day at the Al Fahidi Heritage District.

All this comes on top of several hugely successful award-winning campaigns already initiated by the company, including the TIME Urban Garden project, located at TIME Oak Hotel & Suites in Al Barsha Heights in Dubai. Launched in 2016, the project is designed to provide better nutrition and health for the community and educate people of all ages about the upkeep and care of a living garden.

Once launched, the garden was the UAE’s first ever urban rooftop garden, built around the principles of the slow food movement, which champions “good, clean and fair food” for consumers and produced locally thanks to high quality, organic and fairly priced goods for all.

The TIME garden grows organic, heirloom vegetables, herbs and fruit from seed or stem propagation, without the use of chemicals and industrially produced pesticides. All work is carried out by volunteers from the TIME Oak team including engineering, food and beverage staff and chefs. Diners can taste the harvest via the property’s Petals restaurant, which offers selected items on the buffet menu.

“Introducing the Urban Garden project to TIME Oak Hotel & Suites allowed us to provide high quality food with a flavourful taste that is fairly priced and produced and transported in a responsible way,” said Awadalla. “It is in line with our ethos of making space available that would otherwise be underutilised. Although there was an initial investment form our side, the cost of implementing the rooftop garden is far outweighed by the social and environmental benefits which will be felt for years to come.”

Extending its outreach programme beyond the UAE, for the first time, TIME also partnered with Etihad Airways as part of a year-long charity initiative to support the development of three schools for underprivileged children in the remote areas of Kakamega County in western Kenya.

The Likuyani primary school, nursery and special needs boarding schools, which have a student capacity of 1,700, were handed over in early 2016 after a 12-month programme of building repairs and improvement work, for which TIME raised an impressive AED10,000 through visitor donations.

TIME Hotels also participated in the EEG Can Collection Campaign, with a total of 14 kilograms/4,500 cans collected over a period of two months.

“Our overall aim is to add value to people’s lives and the community in general through a combination of cash or in-kind donations, education and employee engagement activities,” said Awadalla.

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