Issuu on Google+

investing in future 2011 annual report


index Institutional area........................................................................................................ 3

Corporate Social Responsibility ............................................................57

- Letter from the Chairman ................................................................... 4

- Social policy ...........................................................................................................62

- Companies & territorial distribution ......................................... 6

- Internal communication ............................................................................ 63

- Management bodies and team ......................................................8

- Human resources ............................................................................................. 65

- Structure and origins of the Group .......................................... 10

- Environmental report .................................................................................. 68

- Company activities ................................................................................... 12

Economic Financial information............................................................. 73

- SERHS and the economic fabric ................................................ 13

General explanation ............................................................................... 75

- Institutional area ....................................................................................... 14

Balance sheet ............................................................................................... 76

Business activities................................................................................................. 19

Analysis of income ................................................................................... 78

- Letter from the Vice-Chairman ................................................ 20

Audit report ..................................................................................................79

- Investing in futur......................................................................................... 22

Investment activity ............................................................................... 80

- New undertakings . ................................................................................... 24

Financial situation ................................................................................. 82

SERHS Divisions......................................................................................................28

Growth strategy analysis .................................................................. 84

- SERHS Distribution ............................................................................... 30

Operating income .................................................................................... 85

- SERHS Tourism ......................................................................................... 34

Contribution to national income ............................................. 86

- SERHS Hotels ............................................................................................. 38

Profitability studies established . ..............................................87

- SERHS Food ................................................................................................. 42

Profitability study of Grup SERHS ......................................... 88

- SERHS Projects ........................................................................................ 46

- SERHS Services ........................................................................................ 50

- SERHS Real Estate ................................................................................ 54

- SERHS Equity and portfolio ......................................................... 55

- Related Companies ............................................................................... 55

Headquarters: Castell JalpĂ­, s/n - 08358 Arenys de Munt (Barcelona) Fiscal and administrative headquarters: Carrer GarbĂ­, 88-90 - 08397 Pineda de Mar (Barcelona) - Tel. 902 010 405 - (+34) 93 767 03 78 - Fax (+34) 93 767 05 40 - grupserhs@grupserhs.com


annual report

institutional area


4

institutional area

SERHS annual report 2011

Dear shareholders... We will not stop investing in the future, which means in the development of new technologies and the introduction of innovation and training plans, and most importantly, improving our efficiency.

Dear shareholders, Last year, I finished my letter reflecting on how we were facing the new season 2011. I said that optimistically and bravely because a year was expected that would at least be worrying, and one year later I see that courage has predominated over optimism. We have worked hard to make this year as beneficial as possible for everyone, and it has been. Maybe it wasn’t as good as we expected and wanted, but we closed 2011 with increased sales and a better consolidated result than the previous year, which is something that satisfies us and is the compensation for the effort made by our people. Tourism, like so many other sectors, is going through a process of change on the side of demand and offer. There is more and more competition between the destinations and the tourist profile is changing. The way their journey is contracted is evolving; on-line sales and low-cost families have forced a very sharp change in the systems of promotion, commercialisation and administration of the tourist businesses. Tourism is changing, and this constant evolution conditions the viability of the tourist systems and we have tried to be at the forefront of this new situation by investing in new technologies and strengthening and updating our equipment. The experience in these more than 35 years in the sector of hostelry, restaurants and groups has shown that despite the problems, weaknesses and limitations that have faced us in the present economic situation, companies such as ours not only maintain ourselves, but also grow and invest in a better future for our country. It fills us with satisfaction to be able to say that these 35 years are the result of a job well done without moving away from our initial


SERHS annual report 2011

approaches, by working in a team and giving importance to people above all and acting with quality and efficiency always leaving a trace of our Catalan nature. In July 2011, the final party of SERHS’s 35th anniversary was held, and the chairman of the Government of Catalonia, Mr Artur Mas, was responsible for closing the commemorative event as part of the 35th SERHS Evening held in the Castell Jalpí in Arenys de Munt. These 35 years, which I must recognise with satisfaction that we have passed with continuous growth in our business, have also met with times of complication and difficulty, as the present crisis is not the first difficult situation we have met. However, today we are stronger than we were, and we are sure not only to withstand but also to continue to create new undertakings such as those we describe in this report. We will not stop investing in the future, which means in the development of new technologies and the introduction of innovation and training plans, and most importantly, improving our efficiency. This last year we also celebrated the arrival of tourist number 25 million of SERHS Tourism, who arrived in El Prat Airport in September. This was a Russian tourist arriving on a flight from Moscow which was operated by Pegas Touristik, a partner of SERHS looking in the Russian market. The 25 million tourists received since Serhs Tourism started out have produced 125 million overnight stays, and up to 2011, this division, which took its first steps in the Russian market in 1992 and was a pioneer in opening up his market, has brought more than 1.4 million Russians to the country, who have made nearly 15 million overnight stays. And with our sights placed on new undertakings, in a corporation

such as ours in which we are concerned for our country, we cannot take our eyes off internationalisation. The international situation looks better. In Morocco, through an important agreement with the company Garcia Carrión (Don Simon) we already have our juice factory fully up and running in Tangiers, and our know-how acquired in Brazil after seven years of operations in the country has brought us a highly positive balance. We have achieved growth of over 30% in operating income in all of our businesses in Brazil, which was inconceivable a few years ago when we were taking our first steps in this emerging country. The last incorporation in Brazil in our portfolio of hotel establishments was the management of the Serhs Executive Guarulhos Hotel (São Paulo) in January 2012. We have also started to export olive oil, opening the way and creating the chance to set up a new business line in this country. We have great future perspectives placed on internationalisation, but at the same time we will continue to enhance our presence in Catalonia, for as someone said, “our heart is in the local and our mind is in the global”. We have always tried to work with a great national feeling, we feel proud of our Rural Villages in Cardona, Sant Hilari and Arnes. I think that this is not just a new concept of accommodation, but that with these investments in our country, we have modestly contributed to rebalancing the economy and tourism in Catalonia. Making a balance of this last year 2011 and early 2012, I can say that we have managed to adapt in this framework by acting on the basis of the fundamental principles that have made us grow and develop a significant career of over 35 years: the creation of confidence, rigour in management and the firm participation of all of the members

5

of our corporation (shareholders, workers and collaborators). This confidence has been strengthened yet again this year with the increase in our shareholding, something which is very important bearing in mind the general situation of the country. Now we have 1,586 partners and a share capital of over 93 million Euros, 9% up on last year. Furthermore, the Grup SERHS agreed to share out 2.5 million Euros between dividends and freed shares among the partners in application of the innovative dividend choice program. 2012 appears to be as uncertain and worrying as 2011 and we will therefore be highly restrictive with new investments and act only in short-term operations that give us maximum guarantees of profitability. Despite this, we will continue to work with the spirit that characterises us, with the interest that we put into our daily work and the enterprising character of the people who form part of the company in order to optimise procedures, look for new business niches, innovating and being more efficient in order to get where we want. We have all of the strength of a large group. Thank you very much.

Ramon Bagó i Agulló Chairman of the Board of Administration of the Grup SERHS


6

SERHS annual report 2011

institutional area

Companies SERHS DISTRIBUTION Division President: ALBERT BAGÓ I MONS Division Director: IGOR ONANDIA ZARRABE CEDISERHS, SL Director: XAVIER VILAR VILÀ Ctra. Hortsavinyà, km. 2 - 08370 Calella - 93.766.30.03 - 93.766.16.12 - cediserhs@grupserhs.com Pol. Ind. Entrevies, Av. “A”, Nau 6 - 43006 Tarragona - 97.755.65.29 - cediserhs@grupserhs.com COBRAMA, SL Pol. Ind. Les Malloles, c/Pruit, 1 - 08500 Vic - 93.889.27.19 - 93.889.13.47 - cobrama@grupserhs.com - Director: FRANCESC GÓMEZ MOLINA CORATAMA, SL Pol. Ind. Mata-Rocafonda, c/Foneria, s/n - 08304 Mataró - 93.755.25.40 - 93.790.64.91 - coratama@grupserhs.com - Director: XAVIER CASTILLA HERRERA DIBAMA, SA Av. Costa brava, s/n - 08389 Palafolls - 93.762.01.25 - 93.765.20.13 - dibamasa@grupserhs.com - Director: MANEL PUIG I PUIG DIMARSER, SL Ctra. N-340, km. 1.047 - 12580 Benicarló - 96.446.73.30 - 96.446.73.31 - dimarser@grupserhs.com - Directora: ANGELES M. ORTÍ CAMAÑ EUDIVASA, SL Pol. Ind. El Oliveral, C/ “A” - Parcel·la 6C i 6D - 46190 Ribarroja del Turia (Valencia) - 961.66.65.91 - 960.96.21.84 - eudivasa@grupserhs.com Director: IVAN MORENO SAEZ FACILCAR, SL Pol. Ind. Entrevies, Av. “A”, Nau 6 - 43006 Tarragona - 977.55.65.29 - 977.54.37.41 - facilcar@grupserhs.com - Director: ALFREDO GUARDIOLA SEVERÍ PONENTSER, SL Director: RAFAEL RÓDENAS ESPIN Ctra. Nacional 301, km. 430.5 - 30330 El Albujón (Cartagena) - 968.16.02.69 - 968.16.05.20 - ponentser@grupserhs.com Pol. Ind. de Lorca, Av. 2, Parcel·la D-15 - 30817 Lorca - 968.468.885 - ponentser@grupserhs.com PORTPARÉS, SL c/ Sant Pere, s/n - 08291 Ripollet - 93.594.69.90 - 93.594.69.91 - portpares@grupserhs.com - Director: FRANCISCO ALARCON UTRILLAS TRAMUNTANASER, SL Director: ANGEL GONZÁLEZ VALERA Pol. Ind. Pi Mas Lladó, c/Migdia, s/n - 17458 Fornells de la Selva - 972.47.62.80 - 972.47.65.20 - tramuntanaser@grupserhs.com Ctra. de la Bisbal a Palamós, km. 28,2 - 17111 Vulpellac - 972.64.24.24 - 972.64.24.61 - tramuntanaser@grupserhs.com ALLELAC SL Director: JOAQUIM PUJAL I ALIAS Pol. Ind. Mas Florit, c/ Montblanc, 38 - 17300 Blanes - 972.35.80.90 - 972.35.50.16 - allelac@grupserhs.com Pol. Ind. Entrevies, Av. “A”, Nau 1 - 43006 Tarragona - 977.55.65.19 - 977.55.67.00 - allelac2@grupserhs.com COSTABONASER SL Pol. Ind. Els Pintors, C/. Joaquim Sorolla, 23-25 - 17500 Ripoll - 972.70.09.82 - 972.70.34.85 - costabona@grupserhs.com - Director: JOAQUIM PUJAL I ALIAS FRUITES PÀMIES SL Mercat del Camp - Parada 12-13 - Autovia Reus-Tarragona - 43200 Reus - 977.54.81.60 - 977.54.59.89 - fruites.pamies@grupserhs.com - Director: JOAQUIM PUJAL I ALIAS NAM NAM SL Pol. Ind. Can Verdalet, c/c 27-30 - 08490 Tordera - 93.765.05.52 - 93.765.08.70 - namnam@grupserhs.com - Director: MARÇAL SOLER PARETA Pol. Ind. Entrevies, Av. “A”, Nau 1 - 43006 Tarragona - 977.55.65.65 - 977.55.65.45 - namnam2@grupserhs.com - Director: ALFREDO GUARDIOLA SEVERÍ SERHS TOURISM Division President: RAMON BAGÓ I AGULLÓ Division Director: DELFÍ TORNS I SOLÉ SERHS TOURISM, SA CATALUNYA: Garbí, 88-90 - 08397 Pineda de Mar - 93.762.93.00 - 93.762.93.06 - direccion.pineda@grupserhs.com - Director: JOAN CARLES OSSÓ i PÀMIES Edif. Ventura Parc, C/ Terrer, 13 bloc C, local 1 - 43840 Salou - 977.38.85.52 - 977.35.24.22 - direccion.salou@grupserhs.com - Director: JUAN MANUEL ALONSO Pau Claris, 132, 8a planta - 08009 Barcelona - 93.272.63.21 - 93.272.63.22 - bookings.cities@grupserhs.com - Directora: NÚRIA PONCE i VILA BALEARS: Parc Bit Edifici U - local 11 Centro Empresarial Son Espanyol - 07120 Palma de Mallorca - 971.43.97.92 - 971.43.30.44 - direccion.mallorca@grupserhs.com Director: SANTI VADILLO RIERA Avda. Juan Carlos I, Edifici Transat, local núm 10 - 07800 Eivissa - 971.105.105 - 971.573.935 - direccion.mallorca@grupserhs.com Director: SANTI VADILLO RIERA VALÈNCIA: Avda. Europa, edificio Coblanca, local 2 - 03500 Benidorm - 966.83.07.53 - 966.80.41.53 - direccion.benidorm@grupserhs.com Directora: EVA CLIMENT MARTINEZ ANDALUSIA: Palacio de Congresos - C.México, 3, 2ª planta - 29620 Torremolinos - 952.37.83.07 - 952.37.83.08 - direccion.torremolinos@grupserhs.com Director: PEDRO DÍAZ BURLÓ Avda. Playa Serena, 198 - 04740 Roquetas de Mar - direccion.torremolinos@grupserhs.com - Director: PEDRO DÍAZ BURLÓ VIAJES LIDER CANARIAS, SA CANÀRIES: Avda. Ernesto Sarti, edif. Royale - 38660 Adeje-Tenerife - 922.74.62.00 - 922.74.62.20 - direccion.canarias@grupserhs.com - Directora: ANNA FERNANDEZ Retama, 3 Edif. Retama escalera 1 planta 1 local A19 - Urb La Paz de Carpenter - 38400 Puerto de la Cruz (Tenerife) - 922.38.69.79 - 922.38.66.05 direccion.canarias@grupserhs.com

SERHS HOTELS Division President: MIQUEL ESPOT I VIVES Division Director: JOSEP M. BAGUDÀ I SERENÓ VILAR RURAL DE CARDONA (CANIGOSER, SL) Camí de Lourdes, s/n - 08261 Cardona - 93.869.00.44 - 93.869.00.51 - infocardona@vilarsrurals.com - Directora: LAIA PARCERISA I SERRA VILAR RURAL DE SANT HILARI (MONTSENYSER, SL) c/ Camí del Reixach, s/n (Variant Fontvella) - 17403 Sant Hilari Sacalm - 972.87.28.20 - 972.86.95.77 - infosanthilari@vilarsrurals.com - Directora: CRISTINA SERRANO TORO VILAR RURAL D’ARNES (MONTNEGRESER, SL) Camí del port, s/n - 43597 Arnes (Tarragona) - 977.43.57.37 - 977.43.50.76 - infoarnes@vilarsrurals.com - Director: XAVIER GIMENO TELLA HOTEL SERHS MARIPINS (DIBACASH, SL) Passeig Marítim, 20-22 - 08380 Malgrat de Mar - 93.765.42.12 - 93.765.48.50 - hotel.maripins@hotels-serhs.com - Directora: GLÒRIA PONSA I BUNYOL HOTEL SERHS SORRA DAURADA (DIBACASH, SL) Passeig Marítim, 6-8 - 08380 Malgrat de Mar - 93.765.45.00 - 93.765.40.66 - hotel.sorradaurada@hotels-serhs.com - Directora: M. CARME PONSA I MONGE HOTEL SERHS OASIS PARK (HOTEL KENT, SL) c/ Montnegre, 54-64 - 08370 Calella - 93.766.02.10 - 93.769.08.51 - hotel.oasispark@hotels-serhs.com - Director: PERE ARENAS GISBERT HOTEL SERHS SANT JORDI (DIBACASH, SL) Avda. del Mar, 22 - 08398 Santa Susanna - 93.767.84.52 - 93.767.83.19 - hotel.santjordi@hotels-serhs.com - Director: M. CARME PONSA I MONGE HOTEL SERHS VILA DE CALELLA (MONTGRISER, SL) C. Sant Josep, 66 - 08370 Calella - 93.769.02.08 - 93.766.19.56 - reserves.vila@hotels-serhs.com - Director: PERE ARENAS GISBERT HOTEL SERHS SKI PORT DEL COMTE (ECOBEGUDES VALLÈS, SL) Urb. Port del Comte, s/n - 25280 La Coma i La Pedra (Lleida) - 973.49.23.33 - 973.49.23.33 - hotel.portdelcomte@hotels-serhs.com - Director: JAUME PONSA I MONGE HOTEL EL MONTANYÀ RESORT & SPA SERHS Av. Montseny, s/n - 08553 Seva - 93.884.06.06 - 93.702.75.69 - reserves@elmontanya.com - Director: CARLES BALSELLS I CARDONA HOTEL PERALADA SERHS WINE SPA & GOLF C/ Rocabertí, s/n - 17491 Peralada - 972.53.88.30 - 972.53.88.07 - hotel@golfperalada.com - Director: JOSEP LLUIS FONT I CASTRO SERHS NATAL GRAND HOTEL (SERHS BRASIL E.T. LTDA) Av. Senador Dinarte Mariz, 6045 Via Costeira Parque Das Dunas - 59090-002 Natal (BRASIL)- (0055)084.4005.2000 - (0055)084.4005.2001 info@serhsnatalgrandhotel.com - Director: ERNEST GUITART PRAT SERHS VILLAS DA PIPA HOTEL (SERHS BRASIL E.T. LTDA) Rua da Mata, 529 – Praia de Pipa, Tibau do Sul - 59178-000 Pipa (BRASIL) - (0055)084.3246.2615 - (0055)084.3246.2615 - info@serhsvillasdapipahotel.com Director: MAURO PERGOLA SERHS EXECUTIVE GUARULHOS HOTEL Rua Doctor Ramos de Aczevedo, 100 – 07012-020 Sao Paulo (BRASIL) - (0055)011.2197.7700 - info.guarulhos@serhshotels.com - Directora: RITA HARVEY PASTUIRASER, SL. c/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.703.25.33 - info@hotels-serhs.com - Director: JOSEP M. BAGUDÀ I SERENÓ VIVAHOTEL, SDH, SL. c/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.703.25.33 - info@hotels-serhs.com - Director: JOSEP M. BAGUDÀ I SERENÓ SERHS FOOD Division President: JOSEP VILELLA I LLIRINÓS Division Director: RAIMON BAGÓ I MONS SERHS FOOD SERVICE (SERHS FOOD AREA, SL) Director: RAIMON BAGÓ I MONS C. Lepant, 2-4 - 08397 Pineda de Mar - 902.99.64.55 - 93.795.10.68 - serhsfoodservice@grupserhs.com Pol. Ind. Els garrofers, nau 98 - 08340 Vilassar de Mar - 902.99.64.55 - 93.759.31.20 - serhsfoodservice.vilassar@grupserhs.com “ARCS CATERING-CASTELL JALPÍ” Castell Jalpí s/n - 08359 Arenys de Munt - 902.99.64.55 - 93.793.90.32 - arcs@grupserhs.com - Directora: MARTA CUSSÓ SANCLIMENS SACALMSER, SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.99.64.55 - 93.795.10.68 - serhsfoodservice@grupserhs.com - Director: RAIMON BAGÓ I MONS SÀNITA SERHS SERVEIS, SL c/ Garbí 88-90 - 08397 Pineda de Mar - 902.99.64.55 - 93.767.05.40 - sanita@grupserhs.com - Director: RAIMON BAGÓ I MONS FLECA SERHS (TAMENFO, SL) Pol. Ind. Mas Roger, c/Franklin (cruïlla Edison) - 08397 Pineda de Mar - 902.99.64.55 - 93.762.31.42 - flecaserhs@grupserhs.com - Director: DÍDAC SÁNCHEZ ALBA GAUDIUM SERHS, SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.767.06.02 - grupserhs@grupserhs.com - Director: RAIMON BAGÓ I MONS EUROPEA DE CUINATS, SL Servei Restauració instal·lacions FC Barcelona Arístides Mallol s/n - 08028 Barcelona - 902.99.64.55 - 93.409.51.27 - serhsfoodservice.fcb@grupserhs.com - Director: RAIMON BAGÓ I MONS SERVEIS EDUCATIUS I SOCIALS DEL MARESME SL Plaça Miquel Biada, 1 - 08301 Mataró - 902.99.64.55 - 93.795.10.68 - serhsfoodservice@grupserhs.com - Director: RAIMON BAGÓ I MONS SERHS FOOD AREA I ALTRES, AIE C. Lepant, 2-4 - 08397 Pineda de Mar - 902.99.64.55 - 93.795.10.68 - serhsfoodservice@grupserhs.com - Director: RAIMON BAGÓ I MONS INCASUP 2002, S.L. c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.99.64.55 - 93.795.10.68 - serhsfoodservice@grupserhs.com - Director: RAIMON BAGÓ I MONS


Companies & territorial distribution

SERHS annual report 2011

Andorra

Moscou

SERHS PROJECTS Division President: JOSEP VILELLA I LLIRINÓS EQUIP TURIS, SA C. Lepant, 2-4 - 08397 Pineda de Mar - 93.762.93.30 - 93.767.08.46 - equipturis@grupserhs.com - Director: SANTI CARLES I ROSSELL STUDIUMSER S.L. Avda. America, 32 2ª planta - FRAPEMA Centro de Negocios - 28922 Alcorcón - studiumser@grupserhs.com - Director: SANTI CARLES I ROSSELL SERHS SERVICES AND NEW TECHNOLOGIES Division President and Director: JORDI BAGÓ I MONS ASSEGURIS MEDITERRANEUM CA, SL C/ Garbí, 88-90 - 08397 Pineda de Mar - 937032520 - 93.767.05.40 - asseguris@grupserhs.com - Directora: AURORA CODINA I FUENTEFRÍA MEDITERRANEUM XX, SL C/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.767.05.40 - mediterraneumxx@grupserhs.com - Director: JORDI BAGÓ I MONS MIGJORNSER, SL C/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.767.22.71 - migjornser@grupserhs.com - Director: ORIOL VERDURA I CONTRERAS INVERSERHS, SL C/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.767.06.02 - grupserhs@grupserhs.com - Director: ANTONI BORRÀS I DALMAU VECTOR-K, SA C/ Garbí, 88-90 - 08397 Pineda de Mar - 902010405 - 93.247.07.68 - vectork@grupserhs.com - Director: ROGER AYMERICH I LEMOS CONEXUMSER, SL C/ Garbí, 88-90 - 08397 Pineda de Mar - 902010410 - 93.767.06.02 - grupserhs@grupserhs.com - Director: JOSEP PUIG I LÓPEZ SERHS COSTA BRAVA CENTRE, SL Ctra. de la Bisbal a Palamós, km. 28,8 - 17111 Vulpellac - 972.64.24.24 - 972.64.24.61 - costabravacentre@grupserhs.com - Director: ANGEL GONZÁLEZ VALERA SERHS REAL ESTATE Division President: ÒSCAR BAGÓ I MONS BEGUDES, SA (BEGSA) c/ Garbí, 88-90 - 08397 Pineda de Mar - 972.64.24.24 - 972.64.24.61 - grupserhs@grupserhs.com FLECA ESPIGA D’OR, SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.01.04.05 - 93.767.06.02 - grupserhs@grupserhs.com FRANCOLISER, SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.01.04.05 - 93.767.06.02 - grupserhs@grupserhs.com KIMBURU, SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.01.04.05 - 93.767.06.02 - grupserhs@grupserhs.com PROMOCIONES INMOBILIARIAS DE CALELLA SL c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.01.04.05 - 93.767.06.02 - grupserhs@grupserhs.com SEGRESER SL c/ Garbí, 88-90 - 08397 Pineda de Mar - grupserhs@grupserhs.com SERHS EQUITY AND PORTFOLIO c/ Garbí, 88-90 - 08397 Pineda de Mar - 93.767.06.02 - grupserhs@grupserhs.com ARMEIG, SL - GREGALSER, SL - GRUP SERHS, SA - INTERNATIONAL CATERING ZFT, SARL - ONYARSER, SL SERAG INVEST SARL - SAKISTES, S.L. 902.01.04.05 FABRICATION DU JUS AU MAROC SARL - jus du maroc sarl 902.01.04.07 ABANTSER, SL 902.01.04.08 ITINERESER, SL 902.01.04.09 RELATED COMPANIES SERHS S/COOP C. LTDA Director: FERRAN RIERA I LACOMBA c/ Garbí, 88-90 - 08397 Pineda de Mar - 902.01.04.05 - 93.767.06.02 - serhscoop@grupserhs.com AFFILIATES EUHT SANT POL Ctra. Nacional II, s/n - 08395 Sant Pol de Mar - 93.760.02.12 - 93.760.09.85 - mail@euht-santpol.org - Director: LLUIS SERRA i GRAS PUBLINTUR, SA Rierany dels Frares, 5 - 08397 Pineda de Mar - 93.766.14.51 - 93.769.56.38 - publintur@publintur.es - Director: JORDI TEN i FIGUERAS

Ripoll

Catalunya Canàries

7

Peralada

Marroc Port del Comte

Vulpellac Vic

Fornells de la Selva Sant Hilari Sacalm Blanes Tordera Malgrat de Mar Palafolls Santa Susanna Pineda de Mar Arenys de Munt Calella Sant Pol de Mar Ripollet Mataró Vilassar de Mar Cornellà de Llobregat Barcelona Seva Cardona

Natal Pipa Sao Paulo

Tarragona Salou Arnes

Palma de Mallorca Peníscola Benicarló Eivissa

València

Madrid València Benidorm Lorca Aguadulce Torremolinos

(Almería)

Lanzarote La Palma Cartagena Lorca

Santa Cruz de Tenerife

Fuerteventura

Tenerife Gomera Hierro

Gran Canaria


8

institutional area

SERHS annual report 2011

Management bodies & team

Executive Board

1

2

3

4

5

Management team

6

7 8

9

10

11

1

Chairman and CEO:: Ramon Bagó i Agulló (6) Vice-chairman and CEO: Jordi Bagó i Mons (8) Secretary: Jordi Ten i Figueras (3) Vice-secretary: Cristóbal Villegas i García (10)

Members: Raimon Bagó i Mons (7) Xavier Casals i Casacuberta (12) Joan Grima i Cerezuela (2) Josep Janer i Visa (9) Joaquim Ribas i Escarpenter (5) Pere Sala i Mas (1) Ramon Serra i Agut (11) Eusebi Vázquez i Ruso (4) General Managers: Raimon Bagó i Mons Antoni Borràs i Dalmau Josep Puig i López Advisory lawyer: Manuel Vila i Castells

9

8

7

12

2

3

10 4

11 5

Management Committee: Ramon Bagó i Agulló (4), Chairman and Managing Director; Jordi Bagó i Mons (3), Vice Chairman and Managing Director; Antoni Borràs i Dalmau (2), General Director; Josep Puig i López (6), General Director Raimon Bagó i Mons (5), General Director

6

Division Directors: Igor Onandía i Zarrabe (9), Director SERHS Distribució; Delfí Torns i Solé (10), Director SERHS Tourism; Raimon Bagó i Mons (5), Director SERHS Food; Josep Maria Bagudà i Serenó (1), Director SERHS Hotels. Corporate Directors: Oriol Verdura i Contreras (8), Corporate Director of New Technologies; Margarita Ferrer i Santamaria (11), Corporate Director of Human Resources; Jaume Torrent i Busquet (7), Corporate Finance Director.


SERHS annual report 2011

Board of administration

The character of the members of the Board of Administration guarantees the rigour and the plural sector view of each business area, as well as efficiency, transparency and viability in decision-taking, and to do this, has an Executive Commission and the support of a professional, enthusiastic management team.

Fotografia: abril 2012.

32

33

19 1

President and Managing Director: Ramon Bagó i Agulló (9) Vice-president and Managing Director: Jordi Bagó i Mons (8) Second vice-president: Joaquim Ribas i Escarpenter (10) Third vice-president: Josep Janer i Visa (7) Secretary: Jordi Ten i Figueras (26) First vice-secretary: Cristóbal Villegas i García (5) Second vice-secretary: Josep Vilella i Llirinós (27). Division President. Third vice-secretary: Ramon Serra i Agut (12)

Members: Adrià Bagó i Flaquer (41) Albert Bagó i Mons (44). Division President. Arnau Bagó i Castro (45) Montserrat Bagó i Mons (28) Olga Bagó i Mons (23) Òscar Bagó i Mons (16). Division President. Raimon Bagó i Mons (14) Josep Mª Bayer i Raig (22) Aurora Cardona i Consuegra (43) Xavier Casals i Casacuberta (33) Jaume Casals i Comas (13) M. del Carme Correcher i Martínez (4) Miquel Espot i Vives (20). Division President. Joaquim Flaquer i Sanz (2) Frederic Garcia i Gascons (17) Joan García i Gascons (37) Joan Grima i Cerezuela (25)

20 2

22

21 3

4

37 38 39

36

35

34

23 5

25

24 6

40

7

41 42 26

8

44

43 27

9

Antoni Janer i Nicolau (24). Division President. Laura Janer i Nicolau (40) Antonio Llamas i Llamas (34) Maria Lluïsa Nicolau i Vila (15) Dolors Palahí i Senlí (3) Gemma Pera i Benet (48) Maria Pera i Benet (19) Jaume Ponsa i Sánchez (1) Joan B. Renart i Montalat (32) Elisabet Ribas i Correcher (38) Josep Ribas i Correcher (35) Joaquim Ribé i Comes (21). Division President. Miquel Rifà i Soler (18) Pere Lluís Sala i Lanz (36) Pere Sala i Mas (6) Lluís Serra i Gras (31) José-Julián Simó i Argemí (39) Josep Sitjàs i Güell (42)

28 10

46

45 29 11

47

30 12

13

48

49

50

31 14

15

16

17

Antonio Valcárcel i Sánchez (47) Jordi Vázquez i Bordils (29) Marta Vázquez i Camps (49) Eusebi Vázquez i Camps (46) Eusebi Vázquez i Ruso (11) Josep Villegas i Janer (30) M. Teresa Villegas i Janer (50) General managers: Raimon Bagó i Mons Antoni Borràs i Dalmau Josep Puig i López Advisory lawyer: Manuel Vila i Castells

18

9


10

SERHS annual report 2011

institutional area

PRÍNCIPE FELIPE AWARD TO THE EXCELLENCE IN TOURISM, 2005

CATALAN TOURISM HONOUR PLAQUE 2001

TOURIST MENTION PLAQUE IN THE SPANISH STATE 2003 GOLD CATEGORY


SERHS annual report 2011

Structure and origin of SERHS

“Serveis Mancomunitats d’Hostaleria i Similars”, a cooperative with the abbreviated name of SERHS, was founded in 1975 to face the crisis in the tourist business and specifically to cover the concerns of the hoteliers in Calella (El Maresme region). 2011 was the year that closed the celebration of the 35th anniversary of this large corporation. These commemorative acts served to show that our success and our considerable growth have been the result of the devotion and work of many people for much time, who have always believed that teamwork is essential for moving forward. Our institution, now a large corporation, leads the tourist sector in Catalonia and is among the leaders in the Spanish State. The present SERHS now works in three continents and is formed by 63 active companies. It has an average payroll of 2,570 workers and a shareholding of 1,586 partners, 44% of whom are workers or relatives of workers in SERHS. Six large divisions make up the SERHS business, which also show considerable operative synergies between them: distribution (perishables and non-perishables); tourism and travel; hotels; food management and production; projects and equipment; services and new technologies. As a business corporation, SERHS also works in other areas of activity such as real estate, property and portfolio. Our growth, which is based on diversification, has brought new customers into the Group and has enhanced its territorial expansion inside and outside Spain. In order to face the future challenges, the Grup SERHS realises that it has to continue to base its activity on its important human structure, with one clear target: “to invest in future”, which means investing

11

in innovation, training and in the application of new technologies without forgetting the philosophy based on the diversification of sectors and territories always within our field of action, and above all in giving a comprehensive service that includes all business divisions. PURPOSE AND VISION Our purpose is to continue to improve to offer goods and services basically to the tourist, hostelry and restaurant sectors through good management; with our own know-how and seeking active participation and teamwork, understanding the creation of prosperity and production of well-being for people related to the Group as “our own way of doing enterprise and country”. The vision, to be a benchmark in our sector in Europe and a Catalan company working on human principles with criteria of innovation, quality, service and efficiency. OUR VALUES - Diversification and specialisation in different related fields: tourism and travel, hotels, food management and production, distribution, projects and equipment and services. Companies that complement each other and which form a veritable integral service management. - Our origin as a cooperative, more than 35 years ago, is today a large Catalan corporation with a clear international projection. - The human side, both internal with our workers and shareholders, and external with our customers, suppliers and collaborators, showing continuous improvement, confidence, innovation, responsibility and respect for people. Our activity is largely based on people, given that these are our main asset.


12

SERHS annual report 2011

company activities

SERHS INCREASES THE SHARE CAPITAL TO 93.15 MILLION EUROS, 9% UP On 6 October 2011, the Extraordinary General Assembly of Shareholders of the Grup SERHS was held in the Castell JalpĂ­ in Arenys de Munt, the company headquarters. It was attended and represented by 298 shareholders, accounting for 52.8% of the SERHS share capital. The agenda dealt with the subject of approving the balance sheet closed on 30 June of this year, and which served as a basis for carrying out the capital increase based mainly: on increasing the nominal share value by one euro (from 22 to â‚Ź23); on distributing 1 released share for every 50 shares under ownership; on creating new shares. Therefore it was unanimously agreed among the shareholders that the share capital should pass from the present 85.25 million Euros to the figure of 93.15 million Euros, an increase of 9%. SERHS now has a total of 4,050,000 shares. The term for taking part in this capital increase started on 7 October and was definitively closed on 29 December 2011. DIVIDEND SHARE-OUT In September 2011, the Board of Directors of the Grup SERHS agreed to share out dividends and shares to a value of 2,518,717 Euros, by applying the innovative dividend choice program for its 1,580 partners. The majority, 1,020 shareholders (65%) decided to purchase shares, and bought 34,013 shares for a value of 1,421,743 Euros, at 41.5 Euros per share. The remaining 560 shareholders (35%) chose to receive a cash payment of 1,096,974 Euros, at a price of 0.65 Euros per share.


SERHS annual report 2011

1 1. 2. 3. 4.

13

2

Extraordinary General Assembly of Shareholders of the Grup SERHS. Igor Onandia, the director of SERHS Distribution, took part in a round table of the AECOC Horeca Congress. Jordi Bagó, SERHS CEO, took part in the round table of the Economy Meetings in S’Agaró. The Annual Convention from ADISCAT in the Castell Jalpí in Arenys de Munt, event attended by 119 companies that make up the association, including SERHS Distribution.

3

SERHS and the economic fabric

4

SERHS DISTRIBUTION, PRESENT AT THE AECOC HORECA CONGRESS On the past 27 and 28 September 2011, Madrid Municipal Congress Palace was host to the ninth edition of the AECOC Horeca Congress, at which Igor Onandia, the director of SERHS Distribution, took part in a round table with the title, “Is a change of distribution model necessary and possible in our country?” More and more companies in Spain are adapting their strategies to increase their geographic area of influence, to reach new customers or to offer a wider range of products. What difficulties do they face? Is this the first step for Spain to have an integral operator? And … who will lead this change? These and other questions are those which were discussed by Mr Igor Onandia, the director of SERHS Distribution, accompanied by the MAKRO general manager and the directorgeneral of GUZMAN GASTRONOMIA, who brought in their experience to discover the most successful and innovative strategies, as well as the new opportunities that the new economic scenario will offer. SERHS TAKES PART IN THE ECONOMY MEETINGS IN S’AGARÓ On the past 21 and 22 October 2011 the 16th edition of the Economy Meetings were held in S’Agaró and dealt with the road sheet that the Spanish economy needs. Jordi Bagó, SERHS CEO, took part in the round table on the ‘Business perspectives and reforms’ accompanied by: Joan Tugores, professor at Barcelona University; Maria Garaña, chairman of Microsoft Ibérica; Sandro Rosell, chairman of FC Barcelona and Josep Lluís Bonet, chairman of the Board of Directors of Fira de Barcelona. The meetings were held at the Hotel S’Agaró, in the town on the

Costa Brava of the same name, and were organised by the Olof Palme International Foundation presided by Anna Balletbó, the Chamber of Commerce of Barcelona and La Vanguardia. The analysis of the situation had two blocks of discussion focused, firstly, on the role and adaptation of the financial sector and, secondly, on the business perspectives and reforms. Jordi Bagó said that, “The tourist model must turn towards quality as more important than quantity” Bagó expressed the need to reinvent the tourist model. “Catalonia is a great tourist product and we cannot live only on sun and beach tourism”, he said, and he highlighted the importance of the Russian tourists, who have greater than average expenditure. To finish, the SERHS CEO commented that he expected Spain to be visited by 1.2 million Russian tourists in 2012, twice the number in 2010. ADISCAT GATHERS THE MAIN HORECA DISTRIBUTION COMPANIES With the slogan, “We are still here. We carry on” the Adiscat (Association of Distributors of Catalonia) 2002 of convention was held in the incomparable surroundings of the Castell Jalpí in Arenys de Munt. The event was attended by different representatives of the 119 companies that make up the association, including SERHS Distribution, which is a founding member. In the course of the convention, the summary of Adiscat and Fedishoreca activities was presented and the main figures of 2011 were revealed. The turnover of the companies of the Distribution sector in the Horeca channel fell by 3.8%, and especially in the second half of the year. The ever more complicated scenario of receipts and delays in terms was also shown.


14

institutional area

SERHS annual report 2011

1 & 2. Raimon Bagó, general director of SERHS, collected the prize awarded to the restaurant management carried out by SERHS Food in groups. 3. Ramon Bagó, president of SERHS, collected the award Castillo de Roquetas, carried out by SERHS Tourism, recognized for his work to promote the tourism.

1

2

Recognitions

3

SERHS RECEIVES THE HOT COLLECTIVE RESTORATION AWARD Raimon Bagó collected the prize awarded to the restaurant management carried out by SERHS Food in groups at ExpoFoodService 2011. This is an event devoted to the world of hostelry and restoration held on the past 9 June 2011, which ended its seventh edition with the Hot prize-giving. The Grup SERHS received the “Hot Collective Restoration” award for its work in collective restaurant activities. SERHS manages more than 250 centres between hospitals, companies, schools, hotels, penitentiary centres and old people’s homes, amongst other things, and has more than 25 years’ experience in giving restaurant services for groups. The Expo, which brought together the main Hotel and restaurant professionals for two days, gave the “Hot Senior” award to the Arturo Cantoblanco Group, and the “Hot Junior” award went to Taberna Arzabal. The prize in the fast food restaurant category went to Burger King Spain. The “Casual Restaurant” award went to the Udon Restaurant and “Fine Dining” to Aponiente. This edition of ExpoFoodService confirmed the event once more as one of the main events of the sector, and brought in a large number of professionals from the food and restaurant sector.

SERHS TOURISM, “CASTILLO DE ROQUETAS” AWARD The town council of Roquetas de Mar (Almeria) has recognised the tourist promotion work carried out by SERHS tourism in the area with the “Castillo de Roquetas” award. This award was given to Mr Ramon Bagó during the Fitur fair on 20 January 2012 in Madrid. The reason for the award was SERHS Tourism’s work promoting not only accommodation bookings in the market of the Spanish state, but above all, and as something new in this destination, the opening to new international markets that were not planned, such as Iceland, Slovakia, Czech Republic and Poland, amongst others. During the past season from April to October, seven weekly flights were planned from these new markets, accounting for some 20,000 people, and the objective this year is to increase this to over 10 flights a week. The event, which was attended by numerous figures from Andalusia and Catalonia, was presided by the Mayor of Roquetas, the Rt Hon Mr Gabriel Amat, who is also chairman of Almeria Regional Council. A further two awards were given. one to Roquetas de Mar Hotel Association, and a special award to Pasión Vega, an artist strongly related to the town. In his speech, Mr Bagó declared his intention to increase the activity in the area with new flights and to increase the customer markets. He also thanked the whole of the SERHS Tourism team in Andalusia for their work, a team led by Pedro Díaz, the delegation manager.


SERHS annual report 2011

15

1 1. Ramon Bagó, president of SERHS, took part in the 1st Camp de Tarragona-Lleida-Terres de l’Ebre Internationalisation Symposium. 2 & 3. Mr. Suqué, president of the Peralada Group, accompanied by the president and the CEO of the Grup SERHS, Ramon Bagó and Jordi Bagó. On the right, the members of the SERHS Board of Administration, during the visit to the Casino of Peralada.

2

Institutional meetings

3

RAMON BAGÓ TAKES PART IN THE 1ST CAMP DE TARRAGONALLEIDA-TERRES DE L’EBRE INTERNATIONALISATION SYMPOSIUM On Friday, 7 October 2011, the 1st Camp de Tarragona-Lleida-Terres de l’Ebre Internationalisation Symposium took place at Firareus – Tecnoparc at which outstanding figures met to offer the country’s business fabric the necessary tools to drive business in the international area. The meeting was planned from the information, advice and experience of successful business initiatives in the international area born in our country, and which with effort, imagination and tenacity, have today become powerful and exemplary realities. Mr Ramon Bagó, the Chairman of SERHS, presented the group’s establishment in Brazil, from its first steps in the country to the present time when SERHS owns a hotel, the SERHS Natal Grand Hotel ***** and another hotel under management, the SERHS Villas da Pipa ***, as well as a large logistics centre rented out to a very important supermarket company in Brazil, Nordestao. The opening event was attended by: Mr Josep Andreu, chairman of the Port of Tarragona; Carles Pellicer, the Mayor of Reus, and; Jaume Guardiola, the managing director of Banc Sabadell. The meeting was also attended by outstanding personalities such as Salvador Alemany (the chairman of Abertis), Enric Casi (general manager of Mango), Francesc Xavier Grau (Rector of the URV), Xavier Pont (managing director of GlobaLleida) and the vice president of the Government of Catalonia, Joana Ortega. The Symposium was led jointly by Josep Lluís Carod-Rovira and Robert Moragues, and was organised by the Rovira i Virgili University (URV) and GlobaLleida.

OUTING OF THE BOARD OF DIRECTORS: PERALADA CASTLE AND SERHS PERALADA WINE SPA & GOLF HOTEL On the past 22 December 2011, Peralada received a visit from the Board of the Directors of the Grup SERHS formed by nearly 50 people. This group’s traditional outing is intended to help them see the new business activities and also to use the day to have a cultural meeting. Therefore, the group first of all visited the Peralada Castle and after an interesting guided tour, the members of the board of directors went to the facilities of the SERHS Peralada Wine Spa & Gulf Hotel, the new hotel under management which the hotels division brought into its portfolio of hotel establishments. This is a leading resort, and emblematic institution very well known around the region. It offers 55 comfortable rooms and extensive restaurant facilities in different areas. The Wine Spa, the first wine therapy Centre in Spain and the second in Europe, was opened in 2001 and recognised by the Government of Catalonia as the “Best Wine Tourism Destination 2008” for its innovation in the tourist offer with its singular wine treatments. The resort also has a magnificent golf course and a 9-hole Pitch & Putt. This was where the monthly meeting of the Board of Directors was held which was followed by the traditional Christmas dinner which closed the day before the members of the board returned to the SERHS head offices in Pineda de Mar.


16

institutional area

SERHS annual report 2011

1. 2.

1

2

DIRECTORS MEETING 2011 On the past 13 December 2011, the Castell Jalpí in Arenys de Munt opened its doors to a new edition of the Annual Meeting of Directors of the Grup SERHS. The meeting brought together the 100 principal managers of the corporation, led by the chairman, general management and directors of all of the SERHS divisions, who during the meeting dealt with matters of organisation and strategy and also gave institutional and corporate presentations. Following the Christmas dinner, there was a talk from the founder and chairman of Infonomia, the network of benchmark innovators in Spanish language. Alfons Cornella is a consultant of large companies in the country and in his talks and seminars on innovation passes on his ideas and experiences on “how the best innovate” to some 15,000 people a year.

SERHS ADVISES ENTERPRISING ENTREPRENEURS AT BIZBARCELONA One of the main assets of the start-ups or emerging companies is the innovation of their teams, projects and products, but they often lack of their own strategic review of experience in the business world. One of the best ways to make up for this shortcoming is to take advantage of the knowledge of experts in the business world. Therefore, on the past 15 and 16 June 2011, Bizbarcelona organised an area where senior managers of large corporations were able to interview groups of entrepreneurs to advise them and help them to define strategies to help their companies grow. Bizbarcelona promoted more than 1,800 interviews to drive new business projects: 13,300 visitors who took part in a total 120 talks; 152 speakers; 54 private investment funds and business angels and more than 30 activities and round tables on the subject of innovation, investment and business creation. In the VIP Club, coaching sessions were organised between the top directors of large corporations and small groups of entrepreneurs to advise them and guide them in managing their companies. Mr Jordi Bagó, CEO of the Grup SERHS, gave a coaching session to the entrepreneurs. The sessions were also participated in by leaders of companies such as Applus+, Madiapro, Spanair, Microsoft Catalonia and Comsa Emte.

The management team SERHS during the “Annual Meeting of Directors 2011”. Bizbarcelona, an area where senior managers of large corporations were able to interview entrepreneurs and where Grup SERHS gave a coaching session by Mr. Jordi Bagó, CEO of the Grup SERHS.


SERHS annual report 2011

1

17

2

1 & 2. Artur Mas, the President of the Government of Catalonia, guest of honour at the 35th SERHS evening. The event was the end of the yar commemorating 25 years of SERHS and was attended by outstanding of 625 people. 3, 4 & 5. ExpoSERHS 2012 received 8.440 visitors. The event was attended by Mr Francesc Xavier Mena, Minister of Enterprise and Employment of the Government of Catalonia, as well as other authorities.

3

Celebrations

4

SERHS EVENING. ARTUR MAS PRESIDES THE CLOSING EVENT OF SERHS’S 35TH ANNIVERSARY The end of the year commemorating 35 years of SERHS was closed on the past 5 July 2011 by the President of the Government of Catalonia, the Rt Hon Mr Artur Mas, the guest of honour at the 35th SERHS evening. In the unbeatable location of the Castell Jalpí, 625 people were gathered between shareholders, collaborators, figures and friends of the corporation. The event was also attended by: outstanding authorities such as the Minister of Enterprise and Employment of the Government of Catalonia, the Rt Hon Mr Francesc Xavier Mena; the general delegate for Tourism, Mrs Marian Muro; the territorial delegate of the Government of Catalonia in Barcelona, Mr Salvador Jorba; Mr Xavier Pallarès, the territorial delegate of the Government of Catalonia in the Terres de l’Ebre region and Mayor of Arnes, and the Mayors and Mayoresses of Arenys de Munt, Pineda, Santa Susanna, Calella, Sant Pol, Arenys de Mar and Mataró, as well as other economic and institutional figures. The President of the Government of Catalonia, Artur Mas, highlighted the importance of internationalisation of businesses and the benefits that this might bring on the level of competitiveness. “Companies such as Serhs show that growing abroad is often the best guarantee to growing inside one’s own country, and I hope that examples like this company settle in society because they show that despite the problems, limitations and weaknesses, there are many companies in Catalonia which at particularly difficult times such as the present, are not only managing to maintain themselves, but are also growing,

5

investing, creating wealth and giving work”. To finish, the Chairman of SERHS, Mr Ramon Bagó, closed his talk by saying “we are filled with satisfaction to see that these 35 years have given a job well done without moving away from our initial objectives, teamwork, appreciating people above all and working with criteria of quality and efficiency, while always leaving signs of our Catalan nature”. This emotional meeting was also the setting for the SERHS awards. The prize winners were the company Cobega, S.A., which was awarded with a special prize for “Trajectory and Commitment with SERHS”, a prize that was received by Mrs So, Daurella, the managing directress of Cobega, S.A.. The prize for the “Manager of the year” went to Mr Joan Ros, the purchasing manager of SERHS Projects and the “Distinguished worker” award went to Mr Joan Marzà, the sales head of Dimarser, S.A. (SERHS Distribution). Finally the “Special Acknowledgement” went to Mr Antoni Palmada, with his 24 years at the head of the SERHS the distribution Division. They were all thanked for their work and their contribution with their effort and example to maintaining and significantly pushing forward the activity of the Grup SERHS. The touch of colour was given by the humorist Pep Plaza, an imitator of characters such as Pep Guardiola, Lluís Cunit and Joan Gaspart in the TV3 television programme Crakòvia, who entertained this event so special and significant for the corporation. The gala dinner was prepared with great care and quality and served finely by ARCS Catering-Castell Jalpí. The Evening ended, has traditionally, with the singing of the SERHS hymn.


18

institutional area

SERHS annual report 2011

1 & 2. The arrival of tourist number 25 million at Barcelona – El Prat Airport. Ceremony where the russian tourist, who arrived from Moscow in a flight operated by Pegas Touristik, received the award.

1

EXPOSERHS 2012 RECEIVES 8,440 VISITORS IN CAMP NOU ExpoSERHS 2012, the Grup SERHS’s interactive fair-show received 8,440 visitors, 3% up on the previous year when the corporation also held this fair in Camp Nou. The fair was held on 14 and 15 March 2012. More than 100 exhibitors from all areas of activity, 93% of whom were coming back after other years, successfully presented their products to the professionals of hostelry, restaurants and groups in attendance. The Rt Hon Mr Francesc Xavier Mena, Minister of Enterprise and Employment of the Government of Catalonia presided the opening of Exposerhs 2012 in the company of the General delegate Tourism, Mrs Marian Muro, Mr Carles Vilarrubí, Vice Chairman of FC Barcelona, and Mr Ramon Bagó, Chairman of the Grup SERHS. The event was attended by Mr Enric Crous, the general manager of the Damm Group, Mr Benet Maimí, minister at the parliament of Catalonia and by the SERHS general management as well as other authorities and senior managers of companies and institutions. In the words of the Minister, “I already had the chance last year to see the work that the Serhs Group does in and for our country, and I have no more adjectives to honour this great tourist group which undoubtedly one year more has been capable of bringing together more than 100 exhibitors in such a consolidated fair as Exposerhs”,

2

Mr Bagó also added, “I want to thank FC Barcelona for allowing our great annual commercial meeting to bring together our suppliers in the facilities of a club with such projection and so much success behind it, a success which is only achieved with effort and working efficiently each day, and this is what we also see in SERHS and which we strive each day to offer our customers”. SERHS CELEBRATES THE ARRIVAL OF TOURIST NUMBER 25 MILLION In the past September, the arrival was celebrated of tourist number 25 million of SERHS Tourism at Barcelona – El Prat Airport. Mrs Nadezda Savelyeva, who arrived on a flight from Moscow with her husband at 3:45 p.m., a flight operated by Pegas Touristik, a partner of SERHS working in the Russian market, was the deserving winner of the prize for her booking of 12 days in Catalonia at the Hotel Golden Bahia de Tossa & Spa (Tossa de Mar). The event was attended by Mrs Marian Muro, the General Delegate of Tourism of the Government of Catalonia, Mrs Anita Gackowsca, the person responsible for the Airport Marketing at Barcelona – El Prat Payable, Mr Ramazan, the Chairman of Pegas and Mr Roman Bagó, Chairman of SERHS, as well as other figures. It was in 1983 that the activity of SERHS Tourism began, and in the same year 28,000 tourists came to our country. This figure reached

its peak in 2004 with the arrival of more than 1.6 million tourists and culminated this September 2011 with a total figure of 25 million, producing a total of more than 125 million overnight stays. SERHS Tourism works with more than 20 international markets on the basis of overnight stays, 37% from the Spanish state, 21% British, 14% Russian, followed by French, Germans and Dutch. The Russian market stands out with average stays of 10.52 days, followed by the Scandinavians with nearly 10 days, Italians and Belgians staying for more than 7.5 days, British with 6.26 days and the French and Spanish with nearly 4 days. The development of tourism from Russia has been constant over this time. From the first actions in which SERHS was a pioneer in opening this market in 1992 with the help of the Government of Catalonia, to 2011, the SERHS Tourism Division has bought more than 1,400,000 Russian tourists, who have made nearly 15 million overnight stays.


annual report

business activities


20

SERHS annual report 2011

business activities

Letter... Dear shareholders, “Investing in future� is not only the motto adopted in this report, but also the philosophy adopted by our Corporation to continue forward. In SERHS we believe in innovation, in training and in the application of new technologies as key pieces for the competitiveness of our business without ignoring diversification in sectors and territories always within our field of action, and above all giving a comprehensive service that includes all of our business divisions. And this is our target for 2012. The Innovation Plan, the Manager Training Plan and the Digitalisation Plan that we started a few years ago and on which we continue to work solidly, are clearly focused on this investment in future, and we are convinced that they will help us to forge the bases of strength of our corporation. The 1st SERHS Innovation Plan which appeared in 2010 in order to nurture the company culture and to socialise the search for innovation and guarantee effective management of it, has ended the beginning of 2012 with our homework done and the targets accomplished. The plan received the support of 120 people from the six business divisions of the corporation. Of the almost 20 projects analysed in depth, analysing, prioritising, cooperating and working in organisation from each division, two of the five finalists projects were selected. The next step is to carry them out and achieve the proposed objectives. With regard to investment in new technologies, it wasn’t just a question of incorporating them, but success lay in foreseeing and understanding that the new technologies are not just tools, but rather a new concept that opens up further opportunities, helps us to create new strategies and to build new ways to relate, to manage and to do business. The Documentary Management Plan allowed us to do precisely this, to optimise the documentary management processes in all functions affecting the companies of the group.


SERHS annual report 2011

Technology offers us not only the chance to be a paper-free office, but the possibility of storing documents in electronic format, controlling the life cycle and flow of documents, seeking and recovering digital documents and disseminating the use of the electronic signature. Another subject to highlight is training, “SERHS manages through talent”. The Development Plan for Management Personnel was started up in 2011 to provide the SERHS management team with more knowledge and to give new management skills to serve to manage the great talent of our human team with greater efficiency. Training is key in a corporation like ours, so that other people feel more and more integrated as part of the project, defend it and make it their own, moving on with interest and firmness. All in all, without forgetting the new undertakings we have started up in 2011 in all the business divisions of the group and which are already reality, the investment in an integral distribution platform in Tarragona, the surprising growth of the SERHS Distribution web site, this year, 2011, achieving the first landmark of 1,500 customers a week, with a turnover of € 12 million and nearly 45,000 orders placed. The opening of doors of new business projects such as the Take Eat Easy restaurant-cafeteria, or the Sant Hilari Aventura adventure park, and the launch of the new Serhs Group issuing travel agency, SERHS Travel Service. The Eudec System, winner of the SERHS Innovation Plan, is still taking over in collective kitchens with the new specialised line, optimal for service in health centres where very specific products are required in order to cover a very specific profile of users with highly controlled pathologies or needs that make it necessary to create specific diets. The incorporation of new hotels in the portfolio of hotel establishments, such as the SERHS Peralada Wine Spa & Golf

21

or the first urban hotel of the corporation in Brazil, the SERHS Executive Guarulhos at São Paulo International airport. We must also remember our relationship with large companies such as FC Barcelona and PortAventura, which continue to call on us. An example of this is the renewal of the concession to operate and manage the restaurant services in Camp Nou, in addition to managing the catering facilities in the VIP areas of the stadium since early 2012.

have produced more than 430,000 visits a year to the website www.vilarsrurals.com. Today, whoever is not present on Internet and the social networks does not exist. A presence on the social networks has become an essential condition for the corporation in order to consolidate and expand our SERHS brand in this virtual and associated social environment. Facebook, Twitter, Linkedin and YouTube, amongst others, are the networks where both the Serhs Group and the different divisions are present.

Collaboration agreements with companies such as Comsa Emte, specialised in the infrastructure sector, have meant that the Emte Service division has become the Official Technical Service of SERHS Projects throughout Spain. At the same time, as part of the strategic agreement with this company and supported by SERHS’s knowhow in the hotel sector and Emte Service’s technical know-how infrastructure and maintenance, we have brought our experience together to offer the best specialised service in Hostelry Facility Services a series of integrated services in which we offer solutions in maintenance, management, consultancy, engineering and energy services for hotels, restaurants groups and collectives.

Finally, in the section on Corporate Social Responsibility we find all the measures which in the four years since the Values Plan was introduced have been aimed at conciliating economic growth and competitiveness with social development and improvement of the environment. Policies of conciliating working and family life, equal opportunities between men and women, welcome manual, family help, supportive agreements, and many other things are some of the policies put forward by SERHS, which have been applied among our staff and are set out in this report. In a second block, you will find the environmental information of each of the divisions and the economic and financial information corresponding to the year closing at 31 December 2011. These consolidated figures have been assessed by the auditors Faura-Casas Auditors i Consultors, which after auditing the numbers have borne witness to the annual accounts.

In Serhs Tourism we have reached agreements with important technological consultancies in order to assume a transformation that allows scalable business growth that forms part of the network of collaboration that a company like SERHS needs in order to grow in line with its size. The development of technology based on continuous improvement is aligned with the customer attention service as a formula in order to address customers and offer distinct, profitable and competitive services adapt it to their needs. The Rural Villages continue with the firm stake on the on-line channel that they have maintained for several years; the positioning of the network, on-line sales and inserts in the social networks

Jordi Bagó i Mons Vice Chairman and Managing Director of the Grup SERHS


22

business activities

SERHS annual report 2011

Investing in future

INNOVATION THE FIRST SERHS INNOVATION PLAN COMPLETED WITH ITS OBJECTIVE ACCOMPLISHED The first SERHS has achieved its objective: to make an in-depth analysis of the activity and organisation of the company; in short, to prioritise, cooperate and work in organisation to assess risks and opportunities and to be more creative and know how to manage and make innovation profitable. The Innovation Plan appeared in 2010 in order to foster the company culture and socialise the search for the innovation, as well as to guarantee its efficient management, which was to enable new formulae, new products and services to be applied, as well as new procedures to make the daily activity of the companies of the Corporation more profitable and competitive. This first plan, led by Raimon Bagó, director-general of SERHS, have involved many work teams from all of the divisions of the corporation. The plan’s strategic axes have been based on how to seduce and satisfy customers more, on what we can do to be the first, to specialise in our core business, in other words, on what we already do well, which is fostering teamwork; in short, to identify our strengths, to update them and use them as a strategy to maximise the efficiency of our business. The Innovation Plan starts when the circuit for the first circle is decided and the teams are defined: the project leader, the internal committees, the executive innovation committee and the strategic innovation committee. Once the teams have been set up, and analysis is made and an assisted innovation diagnosis, the so-called DAI, is carried out through a computer application used as a guide. This is a very practical tool for helping to organise and decide. The tool was used to identify the business lines, the markets and products.

The SWOT matrix, the value chain and a comparison with the market and competition, competitive factors to be borne in mind to reach the priority areas of improvement. It must be said that between all of the teams of the different divisions, the 109 priority areas of improvement have been reached. In the next phase, after presenting the different APMs to the executive innovation committee, 20 initial projects to be developed were established. Each of these, through different workshops, were set out for assessment, and of these, five projects were chosen as would-be candidates to be projects of the Innovation Plan 2011. The creativity workshops are started in the third phase. These workstations encourage creativity, a key factor which has great potential if it is developed in a team and is concentrated to resolve a creative challenge in order to systematically apply methods and techniques to increase the solutions given by the teams to the challenges of the division in name, quality and value. 120 participants in 2 sessions gave a total 375 ideas. The projects selected for the SERHS Innovation Plan 2011 were: - SERHS Distribution: to develop the on-line channel - SERHS Food: to exploit the EUDEC system. - SERHS Tourism, to enhance B2B andB2B2C. - SERHS Hotels: activities and leisure as a central axis of added value and distinction. - SERHS Projects: improvement of the efficiency of Food & Beverage areas. The two winners were: firstly SERHS Food and secondly SERHS distribution. The Innovation Plan is already a reality, and the proposed improvements are on the table. Now it is just a question of starting these up and achieving the proposed objectives.


SERHS annual report 2011

TRAINING SERHS MANAGES THROUGH TALENT The Development Plan for Management Personnel (PDD) has been designed to work on the aspects which all people forming part of the SERHS management team have to have. It is intended to reaffirm certain knowledge and to provide new management skills that serve to more efficiently manage the talent of our team. The Plan includes 232 hours of specific training on the management level and 10 coaching sessions carried out over time of 12 months. It combines attendance with on-line work so that the participants might enjoy maximum flexibility and comfort in doing the course. With regard to the content, this includes a large part of theory developed through the training platform, and also a practical part, 10 sessions of coaching where the people work more directly and in a more personalised manner both on the skills and the competencies that are needed in doing their work. The Plan contents included subjects which are typical to the Group: financial aspects, management skills and process improvement. The aim was to create broad training to cover the key aspects of our organisation. The present management team that is to do the training is formed by 60 people, although it is possible to include people who, while not forming part of the management team, do hold an important position in the organisation. Three editions are planned for each year (May, September and November) with an average of seven participants from the different divisions, as the interest is placed on the heterogeneity of the business so it is possible to talk about the Group’s global knowledge. In 2011, 2 editions were started and the third will be starting in May 2012. Eight are expected to be done before 2014.

Apart from the SERHS certification given to participants, it is important to remember that part of this training programme is certified and backed by the San Pablo CEU University, which also gives it state-recognised university certification.

DigitaliSATION DOCUMENTARY MANAGEMENT PLAN In 2011, they Documentary Management Plan appeared with the objective of identifying, working and optimising the documentary management processes in all functions affecting the companies of the group. Through digitalisation, the plan enables: centralised storage of documents in electronic format using a single, central bank to guarantee security; control of the life cycle and flow of the documents; direct accounting of the bills received; digital documents to be sought and recovered using Web technology, fast and simple access to be provided for multiple users with advanced search tools, and; the dissemination of the use of electronic signatures. The digitalisation process includes four basic and strategic processes: the personal file, mercantile documentation, electronic signature and supplier billing. As for the last of these, this year the process of documentary management has been started up in dealing with supplier bills for companies of the divisions of: Serhs Tourism, Serhs Services and New Technologies, Serhs Hotels and Serhs Distribution (Dibamasa and Coratama). The remaining companies of the Corporation will come in throughout 2012. In this case, the process of digitalising the bill starts when it is confirmed and approved by the company, storing the document signed in the custody environment and, at the end of the process, enabling the documents in paper format to be destroyed. The long-term objective on which work is being done is that suppliers should directly send the digitalised bill.

23

As personal support to data digitalisation, a new company has been created, Conexumser, S.L., which deals with receiving bills from suppliers and doing the preliminary work of separating envelopes and other documents attached to the bill. Once the bills have been prepared, the data are taken in by scanning and the reading is confirmed manually. The next step in the documentary management, which will be developed after June 2012, is the digitalisation of the work cases of the human resource departments both of the Serhs Group and Serhs Food. The project will also include the use of electronic signatures, which is beneficial in speeding up the application and in saving the storage of original documents, thus avoiding people having to move to sign documentation. In relation to the improvement of the processes by using new technologies, it must also be critically said that in 2011, the ‘Task Manager’ computer support was implemented as part of the QS work programme in the administration department and in the Asseguris Mediterraneum, S.L. loss department. The Documentary Management Plan is applicable to all tasks and may be extended to departments, companies and divisions and supposes many, diverse benefits: from being able to make use of the data to avoiding errors in transcription, not repeating jobs between departments or companies, and compartmenting documents between authorised uses in order to achieve a common target: a paper-free office.


24

SERHS annual report 2011

business activities

New undertakings


SERHS annual report 2011

1

25

2

1 & 2. The opening of the extension and modernisation of its cold facilities in SERHS Distribution Tarragona. 3. FC Barcelona has entrusted ARC’S Catering with the VIP areas in Camp Nou. 4. The reopening of the historic El Montanyà Restaurant.

3

SERHS INVESTS € 3.4 MILLION IN ITS INTEGRAL DISTRIBUTION PLATFORM IN TARRAGONA SERHS extended its cold facilities in order to give better service to the regions of Tarragona, completing the extension and modernisation of its cold facilities in SERHS Distribution Tarragona with an investment of € 3.4 million. This important facility offers customers of the area and integral service for commercialising and distributing drinks, food and cleaning products, and perishable foodstuffs that require cold for preservation such as meat, fish, dairy products and delicatessen, fruit and vegetables. The improvement works were done to the integral distribution platform that SERHS has in Tarragona on lands with a surface area of 20,000 square metres with a store occupying 10,000 square metres. The investment consisted mainly of extending the cold area from 3,900 cubic metres to 12,500 cubic metres and the plant area from 800 to 2,400 square metres. The substantial improvement that has been made is the combination of spaces with three temperatures, as the freezing chambers have been adapted to -18°/-20°, the refrigeration chambers to 1°/3° and the unloading area to 10°/12° in order not to break the cold chain. Different chambers have also been adapted for fresh products, such as delicatessen. The restructuring culminated with the building of the 11 temperaturecontrolled unloading bays to guarantee correct handling of the goods. SERHS invested €10 million in purchasing and adapting the warehouse, which had previously been under leasehold, in December 2008.

4

SERHS REOPENS THE HISTORIC EL MONTANYÀ RESTAURANT The Grup SERHS led the reopening of the historic El Montanyà Restaurant, which had been closed since January 2010, in order to enhance the gastronomic offer, meetings of companies and associations, celebrations and special events offered in this macro hotel complex in Seva, whose management the company took on on the past 1 March 2011. Opened in 1973, this restaurant was the embryo of the present hotel complex which now has 609 places. The premises was reopened on 13 November, and despite the rain, the event brought together more than 200 people, all friends of the emblematic Montanyà. The vice chairman and managing director, Jordi Bagó, accompanied by Josep M. Bagudà and Ernest Guitart, members of the management team of SERHS Hotels, attended the event as representatives of the corporation. The grill buffet has a variety of 80 typically Catalan dishes and delicatessen from the Osona region, and the restaurant also offers activities for the young on Sunday mornings. As a sign of its special events, the restaurant has already been the stage for different celebrations held by companies of the region, as is the case of the first international convention of the company Proquimia with over 250 people attending, and the first Barcelona Camp Site Congress, with some 70 people.

SERHS PROJECTS SIGNS AN AGREEMENT WITH EMTE SERVICE The division of SERHS Projects has signed a collaboration agreement with the company Emte Service, which belongs to the Comsa Emte group, considered the second unquoted Spanish group in the sector of infrastructures, services, engineering and systems, and which is permanently present in 15 countries with a payroll of over 9,500 people. Since the past 1 January 2012, Emte Service has been the Official Technical Service of SERHS Projects throughout the whole of Spain. The agreement serves two purposes: on the one hand, it guarantees greater and better geographic coverage, timetables and discipline in maintenance and repairs of machinery for the restaurant sector. And on the other, it offers integral maintenance of all of the infrastructures in the different companies of the Grup SERHS. At the same time, as part of the strategic agreement with the company based on the SERHS know-how in the hotel sector and the knowhow of Emte Service in infrastructures and maintenance, we have joined our experience to offer the best specialised service in Hostelry Facility Services, a series of integrated services in which we offer solutions in maintenance, management, consultancy, engineering and energy services for hotels, restaurant groups and collectives. ARC’S CATERING TAKES OVER FC BARCELONA’S VIP RESTAURANT SERVICE FC Barcelona has reaffirmed its confidence in SERHS Food’s restaurant service by renewing the concession to operate and manage the restaurant services in the FCB Stadium. Furthermore,


26

business activities

SERHS annual report 2011

1 & 2. SERHS Food has opened the doors to the first restaurant-cafeteria in the World Trade Center in Barcelona (WTCB), the “Take eat easy”. 3. Serhs Executive Guarulhos, the first SERHS urban hotel in Sao Paulo (Brazil).

1

2

since the beginning of the year the Club has entrusted ARC’S Catering with the VIP areas in Camp Nou. This service manages the nearly 75 balconies, and serves the more than 1,800 people who are able to gather in the five VIP rooms for the same game. The rooms where ARC’S Càtering has offered its service since the past 4 January 2012, when the first official service was given in these dependencies, are the Presidency room, the Balcony of Honour, the Side Balcony, the Roma room and the Mediapro room. ARC’s Càtering also offers a personalised service in the same balconies. As part of this collaboration, ARC’S Càtering was commissioned with the Christmas dinners both for the workers of the club (some 300 people) and the traditional meeting and dinner with the press, which also gathered the same number of people two days later. SERHS Food has given the general food service in the stadium since 2006. The incorporation of the VIP service means that SERHS Food division has overall responsibility for the restaurant services on game days as part of a very ambitious project to develop and structure this service, which has been possible thanks to the confidence and involvement that FCB has always shown in this project. SERHS FOOD OPENS THE DOOR TO THE NEW “TAKE EAT EASY” RESTAURANT IN THE WTC SERHS Food has opened the doors to the first restaurant in the World Trade Centre in Barcelona (WTCB), the “Take Eat Easy”, a new business concept within its product portfolio, dedicated to restaurant-cafeteria in business centres or parks. A few months ago, the division signed an agreement with the WTCB to deal with operating a premises of over 700 square metres for the new establishment.

3

The refurbishment and adaptation work was carried out by the SERHS Projects division with a very modern design and dynamic style. This is a restaurant-cafeteria conceived for daily use, for the workers of the business park where there will be a cafeteria and restaurant service and the special services required such as coffee breaks, work meals, company meetings and others. The restaurant area has two zones: 14 giving the dinner, where there is a free flow area with a show cooking service and where users can choose different dishes and select their own menu. The room has been made to be polyvalent and modulable to be able to receive all kinds of personalised services. It also has two booking areas for work meals or meetings. In the cafeteria area, a modern attractive offer is planned with an interior area and exterior terrace. The service capacity is for more than 250 starters. The “Take Eat Easy” intends to approach modern customers and new technological tendencies with some distinguishing elements such as the incorporation of tablets for public use by customers, amongst others. Related to this kind of customer, the intention with this new concept of establishment is to offer quality service in market cuisine with a highly varied offer and maximum speed, to allow customers to choose their own dish so that their menu is prepared according to their gastronomic, nutritional and economic preferences at all times. SERHS EXECUTIVE GUARULHOS HOTEL, THE FIRST SERHS URBAN HOTEL IN SÃO PAULO (BRAZIL) In line with the hotel management expansion plan by SERHS and with its sight placed firmly on expanding its business, the group has opened the doors to internationalisation by bringing in the management of SERHS Executive Guarulhos Hotel (São Paulo -

Brazil) in January 2012. Apart from the beach resorts such as the SERHS Natal Grand Hotel (under ownership) and the SERHS Villas de Pipa (under leasehold), the corporation’s strategy extends to the management of international city hotels in important cities, such as the centre of the state of São Paulo. The 129 room SERHS Executive Guarulhos Hotel (mid-class) is near Guarulhos airport and the Anhembi Convention Centre. The hotel is in a strategic location just a few kilometres from the São Paulo Art Museum (MASP), from the Twenty-Fifth Street March shopping area, from the city centre and Guarujá beach. In São Paulo metropolitan area, which has a population of over 20 million people, there are two main airports: the São Paulo Congonhas International Airport, 50 minutes away and the São Paulo Guarulhos International Airport just 10 minutes away. The hotel provides its customers, above all executives, with a transfer service to the airports and also has a conference centre due to the large number of business customers staying there. SERHS MANAGES THE PERALADA WINE SPA & GOLF HOTEL Since October 2011, the SERHS Hotels division, continuing with its expansion plan, has operated the Peralada Wine Spa & Golf Hotel *****by means of a long term management contract. This new agreement brings the benchmark asset in the hotel world into the SERHS Hotels division, with a large golf course next to it and located in such a privileged destination as Peralada (L’Empordà region). In 2011, the Peralada Wine Spa & Golf Hotel held its 10th anniversary. It was opened on 20 October 2001 by the Rt Hon Mr Jordi Pujol, President of the Government of Catalonia at that time. It offers 55 top-quality comfortable rooms and has a large restaurant


SERHS annual report 2011

1 1 & 2. 3. 4.

2

27

3

The Peralada Wine Spa & Golf SERHS is under the management of SERHS Hotels since October 2011. The Hotel EL Montanyà SERHS 4*, situated in Seva (Osona). Opening event of the “Sant Hilari Aventura”, a forest acrobatic park in Montseny.

4

offer in different areas. It has perfectly equipped meeting rooms and large lounges for up to 300 people. The resort offer is increased with the natural grass football pitch (used in its ‘stages’ by first division football teams such as RCD Espanyol) and the Wine Spa, the first wine therapy Centre in Spain and the second in Europe, which was opened in 2001 and recognised by the Government of Catalonia as the “Best Wine Tourism Destination 2008” as a reward to innovation in the tourist offer for its singular treatment with wine. The resort also has a magnificent golf course with 18 holes and a distance of 6,071 m, as well as a 9-hole Pitch & Putt. This operation was carried out with the advice of the Deloitte Corporate Finance area, the leading company in the Spanish market in terms of mergers, takeovers and strategic alliances. This incorporation opens the doors to the relationship between SERHS and the Peralada Group as owners not only of the hotel, but also of three casinos in Catalonia (Peralada, Barcelona and Tarragona), as well as certain renowned wineries, such as Caves Castell de Peralada, Caves de l’Empordà (which makes one of the most widely sold white wines in the country, the Blanc Pescador), and the Casa Grab del Siurana in the Priorat region, and has also organised the famous and prestigious Festival Castell de Peralada for the past 25 years. OPENING OF THE SANT HILARI AVENTURA, THE MONTSENY MOUNTAIN TREE PARK On the past 23 July 2010, the new “Sant Hilari Aventura” forest acrobatic park was opened alongside the facilities of the Sant Hilari Rural Village, where customers can find nature and fun in the same place. The event was presided by the Rt Hon Mr Robert Fauria i

Danés, the Mayor of Sant Hilari Sacalm, and Mr Ramon Bagó, the Chairman of SERHS. Nearly a thousand people came together to enjoy an open day around the park’s acrobatic circuits, and once open to the public, the park is expected to receive an average of 30,000 visitors a year. Under the premise of integration in the natural surroundings where they are located, both the Rural Village and the new park cause the least possible impact and make use of the territory’s resources and spaces. This new facility was possible thanks to the agreement between SERHS and Gin Aventura, a company specialised in managing and building these kinds of acrobatic parks. The fun activities are dedicated and conceived for all ages, from youngsters seeking big thrills, to families with children and senior citizens. A compendium of activities amidst the trees which will give everybody an unforgettable experience full of excitement. Sant Hilari Aventura is open to the general public and forms part of the facilities of the Rural Village with the intention of offering added value to its, already innovative, offer. Collectives such as companies of all groups can also find their place with activities intended to enhance teamwork by means of the original adventure activities surrounded by nature to give a different kind of day in unique surroundings. SERHS TRAVEL SERVICE, THE NEW TRAVEL AGENCIES OF THE SERHS GROUP SERHS tourism has launched the brand of Grup SERHS travel agencies that deals with organising trips and events for workers, shareholders and companies collaborating with the corporation,

which is called SERHS Travel Service. The portfolio of products of the new travel agency ranges from accommodation, air and land transport, car rental, cruises, long-distance trips to a series of exclusive programmes that they have developed for their SERHS customers. The commercial policy includes professional trips for the group staff, where prices are net and management fees are minimal. And for leisure trips aimed at employees, partners and collaborators, prices are given with a discount of between 5% and 20%. This has been possible through agreements with hotels and chains thanks to the receivers themselves, and with the intention of enhancing the relationship with Renfe and air companies to be able to guarantee the best price. The aim is to serve all segments of potential customers, and the internee is one of these. Similarly the potential of the Grup SERHS in terms of its relationship with other companies comes forward as an opportunity to offer a service of leisure trips and personal travel to workers of the companies collaborating with the Grup SERHS. The strategy of the unit is not to intercede in its customers’ business, travel agencies that also worked directly with companies and focused essentially on the area of business travel, where SERHS Travel Service does not intend to compete for the moment. Proximity and dealing are meant to be one of the large traits identifying this new renovated service led by Núria Vila, the directress of SERHS Travel Service, who brings in deep knowledge of the sector and of our company. www.serhstravelservice.com


28

SERHS annual report 2011

business activities

serhs divisions


SERHS DISTRIBUTION

SERHS TOURISM

DISTRIBUTION OF DRINKS AND FOOD | CLEANING PRODUCTS | FRESH AND FROZEN PRODUCTS | FRUIT AND VEGETABLES FOR A HOSTELRY, RESTAURANTS AND COLLECTIVES

WHOLESALER AND RETAILER TRAVEL AGENCY | ON-LINE AND OFF-LINE SALES

SERHS HOTELS

SERHS PROJECTS

RURAL VILLAGES | HOLIDAY HOTELS | SNOW AND MOUNTAIN RESORTS | URBAN HOTELS AND BEACH RESORTS IN BRAZIL

INNOVATIVE PROJECTS FOOD & BEVERAGE AREA

SERHS FOOD

SERHS SERVICES

INTEGRAL RESTAURANT SERVICES FOR HOSTELRY AND COLLECTIVES

INSURANCE | ADMINISTRATION AND FINANCE | NEW TECHNOLOGIES AND COMPUTER APPLICATIONS


30

SERHS annual report 2011

DISTRIBUTION OF DRINKS AND FOOD | CLEANING PRODUCTS | FRESH AND FROZEN PRODUCTS | FRUIT AND VEGETABLES FOR A HOSTELRY, RESTAURANTS AND COLLECTIVES

SERHS DISTRIBUTION Innovation applied to the sales channels and the products, and the operative synergies amongst the different activities have marked the year of this great division, one of the most important in SERHS for the number of people who work there and its turnover.


SERHS annual report 2011

31

Management Committee

BUSINESS LINES: SERHS DISTRIBUTION is a distribution benchmark in the Horeca channel thanks to the extent of its portfolio with products at three temperatures, its broad geographic coverage and its specialisation and awareness of the customer. It has a portfolio of over 30,000 customers, and in the last year continued to invest to adapt to consumption needs and customer service.

INVESTEES Distribution of drinks, food and cleaning products: 1. Cediserhs, S.L 2. Cobrama, S.L. 3. Coratama, S.L. 4. Dibama, S.A. 5. Dimarser, S.L. 6. Eudivasa, S.L. 7. Facilcar, S.L. 8. Ponentser, S.L. 9. Port Parés S.L. 10. Tramuntanaser, S.L. Distribution of fruits and vegetables: 11. Allelac, S.L. 12. Costabonaser, S.L. 13. Fruites Pàmies, S.L. Distribution of frozen, refrigerated and fresh foods: 14. Nam Nam, S.L.

STRATEGIC AGREEMENTS, NEW INVESTMENTS AND INCORPORATIONS: in June 2011, SERHS DISTRIBUTION completed the work to extend and modernise its cold facilities in Tarragona with an investment of €3.4 million. The improvement work was carried out on the integral distribution platform that SERHS has in Tarragona on 20,000 square metres of land with a 10,000 square metre store. Following a one-year break, Ponentser is reopening of the distribution platform in Lorca. The commercial agreement with Estrella de Levante (Damm Group), of which Ponentser will be the distributor for the regions of southern Murcia, has allowed the Distribution Division a greater presence in the area. The logistic and commercial coverage reaches the towns of Lorca, Totana, Águila, Alhama and the surrounding areas. The facilities are the same ones the group already had in its previous stage, a property with an area of 3,200 square metres and a warehouse of 1,300 square metres and 80 square metres of offices (Pol. Ind. Lorca avenida 2 D15). The extension of this sector will allow a substantial improvement of the service in the region. With respect to strategic agreements, SERHS DISTRIBUTION renewed its agreement with the Reckitt Benckiser group of cleaning products for a further five years. The agreement which has held up

to 2011 has reported very good result for both companies, something which has made its renewal easier with the extension of the time and targets. This agreement would also bring in significant benefits for customers of the Division from the point of view of product range, and particularly the training plans. Another of the division’s agreements was that negotiated with Conservas Dani, a company specialised in making fish and spice preserves. In the coming five years, SERHS DISTRIBUTION will give preference to commercialising its products through the distribution network. This supplier has been on the company’s catalogue for many years, and with this agreement it has been possible to establish a framework of greater collaboration. The Distribution Division also reached a framework agreement with Cobega, S.A. for the coming years in commercialising its products. SERHS Distribution has long had a close relationship with the bottling company of Coca-Cola and other renowned brands thanks to the distribution of their products around the country.


32

SERHS annual report 2011

www.serhsdistribucio.com

The division’s fleet includes more than 650 vehicles.

A professional team of 800 people on average.

17 stores with a total surface area of 175,000m2.


SERHS annual report 2011

OUTSTANDING PRODUCTS AND SERVICES In 2011, the perishable and non perishable distribution companies were integrated. This has allowed us to take advantage of many synergies on the commercial, logistics, administrative and management level. Although in 2012 the intention is to enhance this integration, by way of an outstanding example is that carried out in the area of Tarragona between FACIL CAR, S.L. and NAM NAM, S.L.. We must particularly point to the considerable, spectacular growth of orders through the website. In 2011, more than 1,000 customers a week make their purchases through the www.serhsdistribucion. com website, as part of the year in which almost 45,000 orders were placed and a turnover of €12 million was exceeded. This is a unique tool in the sector and allows customers to place their orders from their establishment at any time, using the full range of the catalogue, and also to receive exclusive offers to cover their needs. In addition to the orders, the website also offers customers complementary services in aspects related to the management of their businesses. New functions and specific promotion campaigns were brought in during the year. This year, a customer Loyalty Plan was also developed to reward their confidence in the distribution network. From there purchase volume, they could win points which were exchanged for gifts from a large catalogue of products. More than 1,000 customers receive their gift. In 2011, SERHS DISTRIBUTION brought the coffee shot for the Horeca channel onto the market, and in the first year of commercialisation achieved the figure of one million shots sold. This is a product that

helps customers to prepare coffee easily and guarantees the same high quality in all coffees which are served. The brand KAHOVA by Serhs offers high-quality coffee to all customers. Regarding the distribution of fruit and vegetables, during the school year 2010-2011, fruit was shared out amongst schools. Four fruits were supplied to each school and pupil for eight months and with a total of 649 schools around the whole of Gerona and its regions, the whole of Tarragona and its regions, and the Maresme region down to Badalona. One important fact to highlight is that SERHS DISTRIBUTION, along with other companies of other divisions of the Grup SERHS, is the main supplier of food for the restaurant services in PortAventura, and offers an integral service to the theme park. Related to this, it is important to see the importance of developing new business models, of enhancing the division under the name of SERHS INTEGRAL SERVICE. This is a direction dedicated to large customers, which offers an integral service adapted to their needs, not only by supplying the products but also taking advantage of its logistic capacity, and above all the technological capacity of the Group. This allows management efficiency to be significantly improved. SERHS DISTRIBUTION continues its use of new technologies, not only with the website serhsdistribucio.com, but also making a large investment effort by bringing in and continuously improving the information systems in order to be more efficient and to improve the service to the customers.

33

OUTSTANDING FACTS With respect to the loyalty plan, a customer satisfaction survey was carried out by an external company, which interviewed 750 customers. Great importance has been given to the results obtained, which have enabled measures to be taken to improve the service. In the past April, the companies of the SERHS Distribution system were awarded the certificate of the first legal audit of the Occupational Risk Prevention Management system. The overall result of the audit was highly satisfactory, with 86.75% (the average of all of the companies) complying with all of the requirements according to the method of the auditing company G&C Auditors de Prevenció. Finally, we highlight the opening of the Christmas shop in Calella to bring the SERHS DISTRIBUTION products to the customer in the street. The shop was very well received by the region’s population.


34

WHOLESALER AND RETAILER TRAVEL AGENCY | ON-LINE AND OFFLINE SALES

SERHS TOURISM SERHS Tourism is a receptive travel agency and B2B supplier of services for travel agencies and international tourist operators. It is also a wholesale travel agency that offers its products to Spanish travel agents through the Rhodasol brand. SERHS Travel Service is the issuing travel agency that offers its services to workers, shareholders and companies related to the Group. It has a wide range of services covering all market segments and a large variety of destinations around the world.

+ Accommodation, it offers its customers more than 30,000 establishments of all categories, organised by segments: urban, holiday and rural, and distributed over more than 100 countries. + Circuits and excursions + Groups and transfers + Tickets and extra services


SERHS annual report 2011

35

Management Committee

PRODUCTS AND SERVICES In order to adapt the technology to the customers of the division, different possibilities are offered for working together: on-line, XML and off-line. · On-line: two large modern, dynamic and simple booking portals intended for B2B professionals who do not have their own portal. Our desire to give customers maximum satisfaction in 2010 led us to restyle the Rhodasol and SERHS Tourism websites. These new versions have given substantial improvements in their booking and management systems. · XML: with XML technology, customers are able to access all of the products of SERHS Tourism from their own system. · Off-line: the personalised treatment from the call centres of the division is complemented by deep local knowledge of each tourist destination. · SERHS Travel Service: is the renewed SERHS Tourism issuing travel agency which serves workers, shareholders and companies related to the group. It offers accommodation services, air and land transport, car rental, cruises, long distance travel and a series of exclusive programmes for SERHS customers. All of this can be carried out through agreements with hotels and chains thanks to the receivers themselves, in an effort to enhance our relationship with Renfe and airline companies in order to guarantee the best price. Proximity and treatment and are intended to be one of the large traits of this renewed service.

INVESTEES 1. SERHS Tourism, S.A. 2. Viajes Líder Canarias, S.A.

AGREEMENTS AND INVESTMENTS In late 2011, a project was taken on to improve the business processes, the organisation and technology which supported with the collaboration of different external experts. The aim consists of strengthening the computer architecture in order to successfully

approach the on-line stage of the tourist market in which SERHS Tourism is fully immersed. A stake is now made on renewed website applications in order to improve the way we reach small and medium-sized customers, just as new scenarios are projected in the area of electronic trade thanks to the systems and a project of maximum scalability. SerhsNet: SERHS Tourism continues to invest in this tool made available to hotels of all kinds, which helps them to easily manage their rates, to update their availability and technical sheets, among other functions. This product management platform allows all the management activities to be brought together in a single application adapted to market reality and our purchase and sale structure. STRATEGIC PLAN Within the framework of the new strategic plan 2011 - 2014, the division invests clearly in three axes aimed at reaching the target audience from service and technological competitiveness with a broader proposal: · Diversification: both in the issuing markets where growth is expected, and in the number of customers, which allows dependency and seasonality to be reduced. · Distinction: in surroundings of concentration and high competitiveness, the product and the service-oriented processes supported by the right technology are the objective in consolidating an ever more significant position. · Internationalisation: both in the growth of the product portfolio to enrich the offer in the Mediterranean Arc and large European destinations, and in attracting new business in issuer markets less affected by the economic situation.


36

SERHS annual report 2011

www.serhstourism.com

30,000 hotels in over 100 countries.

2 B2B portals: www.serhstourism.com and www.rhodasol.es Up to 340 workers.

Over 1,600 million on-line requests with a portfolio of 4,500 customers.

They give service to more than 1,500,000 tourists

2011 saw the arrival of the 25 millionth traveller in the history of the division.


SERHS annual report 2011

37

1. The President and the SERHS CEO accompanied by members of the SERHS Tourism Division at FITUR 2012 (Madrid). 2. The public websites of SERHS Tourism and Rhodasol were restyled.

1

2

Similarly the effort must be highlighted on careful commercial planning and marketing aimed at objectives and aligned completely with an expanding commercial system that enables us to deepen further and further in the knowledge of customer behaviour and be able to satisfy their needs. In 2011, work was done on: the entry of the main minority management groups in the country to achieve a new universe of potential customers of more than 4,000 agencies; the stake on renewing the Rhodasol wholesale brand for the coming summer season in the year 2012; the characterisation of all national and international customer accounts with the distinction between segments and customer purchase channels, which enables us to concentrate the efforts of each member of the commercial team on a series of certain customers and markets. Significant growth has occurred in some of the main international issuing markets: · Russian market: with spectacular growth from the large operators cooperating with SERHS Tourism, while new large potential customers come in strongly. · English market: where the market share of SERHS Tourism is constantly growing. · Eastern market: with new traditional tour operation customers and operations

MISSION In SERHS Tourism, we work to be recognised as the multiproduct and multichannel tourist service operator in the Mediterranean and European division. We therefore innovate in the value chain: • By turning to the customer: and by offering distinct products which are profitable and competitive. • By increasing the value brought in by our partners and suppliers. • By forming teams with the best professionals, assuring their development and well-being. • By developing technology based on continuous improvement. VALUES • Customer orientation. • Teamwork. • Results orientation. • Innovation and continuous improvement. • Ethical behaviour.


38

SERHS annual report 2011

RURAL VILLAGES | HOLIDAY HOTELS | SNOW AND MOUNTAIN RESORTS | URBAN HOTELS AND BEACH RESORTS IN BRAZIL

SERHS HOTELS This division invests in hotel establishment management and operation and projects its growth on the basis of internationalisation and strengthening its position in the country. The diversity of the hotel and restaurant offer that makes it up has shown high levels of occupation and a high degree of customer satisfaction. This large portfolio enables a varied type of establishments to be offered for the holiday and corporate segments, in which we particularly highlight beach hotels, the resorts and the urban hotel in Brazil, the Rural Villages and the operation of the El MontanyĂ  Sehrs and the Hotel Peralada Wine Spa & Golf Serhs.


SERHS annual report 2011

39

Management Committee

BUSINESS LINES This business division deals with the hotel sector through the management of its own hotels, rented establishments or management contracting, and with an offer of products and services focused both on holiday and business customers.

INVESTEES 1. Vivahotel SDH S.L.: Serveis Centrals de Serhs Hotels 2. Hotel SERHS Maripins (Hotel Maripins, S.L.) 3. Hotel SERHS Oasis Park (Hotel Kent, S.L.) 4. Hotel SERHS Sorra Daurada (Sorra Daurada, S.L.) 5. Hotel SERHS Vila de Calella (Montgriser S.L.) 6. Hotel SERHS Sant Jordi (Dibacash S.L.) 7. Hotel SERHS Ski Port del Comte (Ecobegudes Vallès, S.L.) 8. SERHS Natal Grand Hotel (SERHS Brasil E.T. Ltda.) 9. SERHS Villas da Pipa (SERHS Brasil E.T. Ltda.) 10. SERHS Executive Guarulhos Hotel (Guarulhos Downtown Hotel Ltda.) incorporat al gener 2012 11. Vilar Rural de Cardona (Canigoser, S.L.) 12. Vilar Rural de Sant Hilari Sacalm (Montsenyser, S.L.) 13. Vilar Rural d’Arnes (Montnegreser, S.L.) 14. El Montanyà Serhs (Resort & Spa i Convention Center) (Plexo Diseño Industrial S.L.) 15. Hotel Peralada Wine Spa & Golf Serhs (Golf Peralada S.L.)

STRATEGIC AGREEMENTS, NEW INVESTMENTS AND INCORPORATIONS Today the hotel division continues acting on the basis of the Expansion Plan started in 2010, and as the road sheet indicates, the target is to focus on continuing to grow always under the formula of management or rental both at home and abroad, provided the projects assure their feasibility and profitability in the short, medium and long-term, and to enable these to continue to improve their positioning and to continue offering added value to customers. The expansion plan passes through our country, Brazil and important cities in the same country, without discarding other good beach or mountain options that might be considered. New incorporations From October 2011, following its expansion plan, the SERHS Hotels division began to operate the Hotel Peralada Wine Spa & Golf 5*, a benchmark asset in the hotel world with a large golf course next to it and located in a privileged destinations such as Peralada (L’Empordà). And in the early months of 2012, the division brought in its third hotel in Brazil, the Serhs Executive Guarulhos Hotel 3* in São Paulo and near the busiest passenger airport in Brazil, the Guarulhos International. This is the first urban hotel in the division. OUTSTANDING PRODUCTS AND SERVICES This division is formed by 14 hotels: the beach hotels located on the Costa de Barcelona-Maresme; three hotels in Brazil (2 holiday hotels and 1 urban); the Rural Village in Cardona, Sant Hilari and Arnes; a

Hotel at the foot of the ski slopes, the SERHS Ski Port del Comte; and as a Spa, the portfolio is culminated by El Montanyà SERHS (Resort & Spa and Convention Centre) and the Hotel Peralada Wine Spa & Golf SERHS. The SERHS Hotels establishments offer a high level regarding value for money, and strongly stress customer service and attention. This versatility enables a wide variety of customers to be attended: from families in search of warm, close treatment, to large business groups or associations requiring well-planned organisation of their events in privileged surroundings. In 2011, all of the establishments together produced more than 660,000 stays, of which 480,000 stays were in Catalonia and nearly 180,000 in Brazil. In June 2012, this division managed 14 hotels. The objective of SERHS Hotels is to continue extending its portfolio in order to provide a large holiday and urban offer with the incorporation of establishments bringing added value into the group. SERHS Hotels With regard to the image of the division, a change has occurred in all of the hotels by restyling all of the logos and adapting to the strategy followed by the whole image of the corporation. More on the level of operation and organisation, work has continued on defining all of the work processes and methodologies in order to have a very clear, defined business model and to enable it to be implemented relatively easily when a new establishment is brought into the management. In the on-line strategy, and as an example of this work focus on which this is and has been a key element in managing our commercial strategy, we must address the start-up of the new WCM (content manager). In 2012 the aim is to renew all of the web sites of all of the hotels and ensure that they follow a standard pattern, bearing in mind the specific nature of each product and better usability with respect to the users, and more accelerators for compulsive purchase.


40

SERHS annual report 2011

www.serhshotels.com

2,220 rooms

A portfolio of 14 hotel establishments An average 660 people on the payroll

55 meeting rooms

The Rural Villages The Hotels Division continues to work hard on the on-line channel after several years. They continue to carry out SEO, SEM and so-called Web 2.0 campaigns with inserts on the social networks such as Facebook, Twitter, FlickR, Linkedin. It has its own blog and they take part in different blogs/forums of families, just as control is made of on-line reputation webs to know what they are saying about us on the network by monitoring the comments. In other commercial areas, work continues to present Catalan customs and traditions to the presentation of the last two giants missing from the Arnes Rural Village. Aside from this, work goes on to offer thematic weekends on web sites specialised in family and/or specific group leisure. The new concept of sale was also created, focused on family and/or friends get-togethers, where such meetings are encouraged with advantageous conditions. Agreements were also signed through exchanges with different specialised web sites and media. The Sant Hilari Rural Village in the past June opened the “Sant Hilari Aventuraâ€? forest acrobatic park at the same place as the Village, where customers are able to find nature and adventure together. Hotel Serhs Ski Port del Comte This is the only hotel at the foot of the slopes in the Port del Comte ski resort. In 2011, special importance was given to Web positioning and to refurbishing most of the restaurant facilities in order to give customers a better image by offering a modern cuisine focused on customers to the establishment. In order to have a greater presence in the media, an advertising campaign was carried out in the Tot Oci magazine of the Solsonès region and slots were inserted in Radio Flash Back throughout the past 2011-2012 season.


SERHS annual report 2011

Beach hotels The policy in this segment is to continue to offer hotels with good service quality for the price and to ensure that customers’ stays are successful, and we continue to work with high levels of occupation. In 2011, the SICTED certification was renewed. With respect to the on-line communication of the beach hotels, new work has been done on organic positioning with SEO and BLC campaigns and through new keywords. El Montanyà Serhs (Resort & Spa and Convention Centre) 4* Since work started in the past month of March 2011, and once the internal audits had been made, different actions were taken in all areas: Operations, Administration, Sales and Marketing, in order to optimise resources and to work as a chain according to the standards of the Management Systems in SERHS Hotels. The restaurant offer was increased with innovating products and the reopening of the traditional El Montanyà restaurant in which we offer a large range of cuisine based on a buffet and a grill with show cooking in view. On the commercial level, we highlight the repositioning made of the hotel, not only aiming at the couples audience but also increasing the holiday customer offer to the family audience. Company meetings and corporate events are still the hotel’s number one customer, focusing above all on the fantastic facilities of the Convention Centre in the hotel with all of its meeting rooms, work equipment, and privileged surroundings to encourage teamwork, training and high output meetings in an ecological environment. On the on-line and off-line level, work has been done following the Management Systems of the Serhs Hotels Central Office.

Hotel Peralada Wine Spa & Golf Serhs 5* Brought into SERHS on the past 1 October 2011, since then the pertinent audits have been carried out and based on their results of the internal management systems of the division of the division have been started up in order to standardise its operation. The strategy in this hotel is to strengthen all of the additional values it has, which are based above all on top-level facilities, high-level customer service, a very fine cuisine, a prime offer of spa and relaxation, the proximity of a golf course and football pitch, and the magnificent surroundings in Peralada (Festival, Casino, Castle, wineries, vines, village centre and gardens, etc), without forgetting its proximity to Cap de Creus. On the commercial level, we must address the start-up of a new on-line strategy on all levels and of new contracting of additional values in the off-line area, all with a view to giving value and presence. Further investment has been made in the Enterprise channel, where the know-how is used to bring in new groups and corporate customers, and synergies in sports tourism and in all of the surroundings of the Peralada Group. SERHS in Brazil: Serhs Natal Grand Hotel 5*, Serhs Villas da Pipa 3* and Serhs Executive Guarulhos Hotel 3* In 2011, the company took part in the main national and international fairs and events. As an anecdote, it is very common to see VIP figures from different areas staying in our hotels throughout the year, and 2011 saw the arrival of figures of the like of singers (Metallica, Ana Carolina, Tuca Fernandes, the band “Los Paralamas do Sucesso”, Caetano Veloso, Maria Gadu, Rita Lee), actors and presenters (Marcelo Serrado, Astrid Eilert), politicians (Nelson Jobim, Brazilian Defence Minister), tour operators (Patriani Vernon, Chairman of the CVC, the main

41

tourist agency in Brazil). As for the new incorporation of the urban hotel in São Paulo, all of the Management Systems have begun to be implemented in the Serhs Executive Guarulhos Hotel in order to standardise the processes and adapt them to the operation of SERHS Hotels. SERHS Hotels Consulting & Management Given the market situation caused by the crisis and the appearance of new competitors in the hotel markets, where many hotels (above all independent hotels) are suffering from a fall in income, prices and even occupation, SERHS Hotels has developed a new business line based on SERHS Hotels being able to manage the hotel in exchange for payment. In order to give this model greater form and efficiency, a unit has been created within the SERHS Hotels Division which is specialised in consultancy and management: SERHS HOTELS Consulting & Management. This unit, which bore fruit in 2011, is intended to be consolidated in 2012 and to bring new establishments into the Division’s hotel management. The services of this unit have clear advantages for the owners of the hotels: they have the support of a professional group in their management; apart from the professional management, they are able to make use of the advantages of belonging to SERHS regarding prices and beneficial conditions; the owners are separated from the day-to-day problems and operations, they gain a company plan and are sure that the management of their business will improve and they obtain periodic information on the results. For the Serhs Group, this unit has the advantage that it enables new establishments to be brought in for management, in order even to reach a form of ownership in the future.


42

SERHS annual report 2011

INTEGRAL RESTAURANT SERVICES FOR HOSTELRY AND COLLECTIVES

SERHS FOOD This is the SERHS division that offers integral service in the area of food. Its structure is based on a series of companies of different food production and management activities that is basically aimed at the sectors of hostelry, restaurants and collectives. It stands out as having high quality standards regarding its productive processes and the infrastructure and management capacity it has.

SERHS Food Area, S.L.


SERHS annual report 2011

43

Management Committee

FOOD MANAGEMENT

INVESTEES 1. Europea de Cuinats, S.L. 2. Fleca SERHS (TAMENFO, S.L.) 3. Gaudium SERHS, S.L. 4. Sacalmser, S.L. 5. Sànita SERHS Serveis, S.L. 6. SERHS Food Area, S.L. 7. SERHS Food Area i Altres, AIE. 8. SESMAR S.L.

SERHS FOOD This division serves more than 200 centres including both private and public entities (companies, universities, hospital centres, geriatric units, penitentiary centres, sports complexes, schools and hotels) all around Catalonia, mainly, and the Spanish state. - Serhs Food Collectives. This manages all kinds of collectives: hotels, companies, penitentiary centres, etc. - Serhs Food Educa. This manages educational centres, universities, infants and primary education, secondary schools, nurseries and centres for special education. - Serhs Food Health. This deals with managing hospitals and geriatric units. The personalised service tailor-made for each kind of customer is now accompanied by maximum quality measures in management, environment and health. This has placed the Division among the leaders in its sector. The enhancement of continuous improvement in their productive processes have led them to achieve the necessary certifications to become a management leader based on food control, safety and hygiene. The company SERHS Food Area S.L. possesses the following guarantee stamps: • Certification of the Quality Management System ISO 9001:2000 • Certification of the Food Innocuousness Management System ISO 22000: 2005 • Certification of the Environmental Management System ISO 14001: 2004 • OSHAS 18001:2007 - Certification of the system of management of Safety and Health in the workplace It now has its own environmental and food health laboratory registered and authorised by the Ministry of Health and Social Security of the Government of Catalonia.

Serhs Food Sport & Oci. This manages sports centres such as FCB and RCDE, and different kinds of sports events. SERHS Food is one of the brands of the sector thanks to its experience of over five years in managing the restaurants of large sports facilities such as FC Barcelona and RCD Espanyol in which it carries out integral management of restaurant and catering facilities. This year, FC Barcelona has reaffirmed its confidence in the SERHS Food Restaurant service by renewing the concession to operate and manage the restaurant services in Camp Nou. Furthermore, since the beginning of the year, the Club has commissioned ARC’s Càtering with the catering in the VIP areas. This service manages the more than 75 balconies and gives service to over 1,800 figures who might be gathered in the 5 VIP rooms at the same game. In August 2011, SERHS Food offered a restaurant service for the Festa del Barça, where for the first time an exclusive VIP treatment was given to the members. SERHS Food also manages all of the restaurant areas and general food points (bars, impulse products, etc.) and all of the areas with VIP restaurant services aimed mainly at companies and VIP guests of RCD Espanyol, such as the Executive Club, the Corporate Club handicap chairman Club. On the same level there is Corporate SERHS, a polyvalent area managed by SERHS Food which enables a place to be made for meetings, meals or celebrations for up to 250 people.


44

SERHS annual report 2011

www.serhsfood.com

More than 200 centres managed.

Central Offices in Pineda de Mar 600 square m2 It has an annual average of 820 workers

Central kitchen of 1000 square metres in Vilassar, and its own kitchens in the centres.

More than 50 vehicles between lorries, vans and commercial vehicles, and the support of the fleet of SERHS Distribution.

ARCS CATERING This brand, which is part of the SERHS Food division, manages the food services of all kinds of events such as celebrations, banquets, weddings, congresses and conventions in our country and the rest of the state. For some years, Arcs Càtering has aimed at offering different proposals of gastronomy and event organisation. The company offers personal, exclusive treatment for each customer is unique and each event is special. Available to the customer is the experience of a team of highly qualified professionals who develop their activity with a fundamental premise: to satisfy the most demanding expectations of their customers by offering them personalised advice, quality products and the most modern facilities, together with good presentation and service. CASTELL JALPÍ This has been a centre for numerous institutional activities in the region and is also the headquarters of the Grup SERHS, where a large number of meetings and events requiring the solemnity and majesty of its surroundings and facilities are held. Located in the municipal area of Arenys de Munt in front of a 5,000 square metre lake, it has 22,600 square metres of land and 2,500 square metres of building surrounded by gardens. The exceptional nature of this area has in recent years made it a benchmark for banquets and celebrations throughout the Maresme region. However, the majority of customers (weddings, companies, meetings…) come from Barcelona, the Vallès region, the la Selva region and the surrounding area. The value from money of its proposals, which do not fall short in the exclusiveness and touch of distinction of their gastronomic service and the overall personalisation of the service, leave the Castell Jalpí on a medium-high level which can be adapted according to the needs of each event.

TAKE EAT EASY SERHS FOOD has opened a new business line, a restaurant-cafeteria conceived for business parks, the “Take Eat Easy” in the World Trade Centre in Barcelona, opened in January 2012. This is a new business concept in its product portfolio. The work of refurbishing and adapting the facilities were carried out by the SERHS Projects division with a very modern design and dynamic style. This is a restaurant-cafeteria conceived for daily use, where there is a cafeteria and restaurant service and special services required such as coffee breaks, work meals, company meetings and others. The restaurant is divided into two zones; one for the cafeteria and the other for dinners, where there is a free flow area with a show cooking service and where users can choose different dishes and select their menu. This new concept of establishment offers quality service in market cuisine with a highly varied offer, maximum speed, enabling customers to choose their own meal so that their menu might be made according to their gastronomic, nutritional and economic preferences at all times. The service capacity is more than 250 starters.

FOOD PRODUCTION EUDEC PRODUCT “WE COOK AND INNOVATE THINKING OF YOU” This commercial brand is structured into different lines of action: EUDEC restaurants, conceived to help and complement the work of the establishments that we call commercial restaurants. Special attention must be drawn to the service in health centres, where a highly specific products are required and with strict nutritional and dietetic demands to cover a very specific profile of users such as children, the elderly and sick, amongst others, with highly controlled pathologies and needs requir-


SERHS annual report 2011

ing the preparation of specific diets for diabetics, allergic people, easy to chew, salt free, mashed, gastric protection, etc. The aim of the division is to disseminate and present the EUDEC System to all collectives in different companies, institutions, centres, etc., and with this reason, Raimon Bagó, the general manager of SERHS, in September 2011 gave a talk on the innovative Eudec by SERHS system at the first meeting on the “Effective management of central kitchens”, organised by the Delsys technological company at the headquarters of the Fundació Alícia in Mont Sant Benet (El Bages region). It was attended by professionals from the food sector, ranging from large catering services, leading manufacturers of 4th and 5th range products, to distribution companies. This year particular attention must be drawn to the hospital service started at Calella Hospital, and its consolidation with Blanes Hospital, Blanes Mental Centre and Lloret Social and Health Centre. RENATO ROMAGNONI This is the name given to a wide range of products: pizzas, sandwiches and deep frozen products conceived for impulse sale that can be found in bars, cafeterias and snack bars. This brand also includes advertising and promotional support and advice to make this offer attractive to end customers. FLECA SERHS The new development this year for Fleca SERHS a company that offers a comprehensive service of wheat derived products for hostelry, restaurants and collectives, has been to offer a new variety of product, Russian bread. The large input of tourists from Eastern Europe coming to the hotels and restaurants on the coast has brought Fleca SERHS to wish to adapt to the needs of these new customers and therefore to launch a new product line. The new product is Russian bread in different formats. This company offers comprehensive service 365 days a year. A delegation has also been opened in the Tarragona area with the incorporation of the commercial office in order to open up the market in this territory, and for the moment it has been very well received. With over 30 years of experi-

ence, this is a bakery specialised in preparing products for the hostelry, restaurant and collective sectors such as fresh and frozen bread and rolls, pizza and sweets, amongst others. STRATEGIC AGREEMENTS, NEW INVESTMENTS AND INCORPORATIONS. Since the last November 2011, the central offices of the SERHS FOOD division have moved from Arenys de Munt to Pineda de Mar. The division management, the human resource, administration, commercial and operations departments and the environmental health and food quality laboratory are now located in the new offices in Pineda de Mar. Furthermore, SERHS Food has signed a collaboration agreement with DAVSA (Distribuidores Automáticos Vending, S.A.) to offer collective customers (companies, hospitals, schools, universities, hotels and sports centres) vending machine services in order to give customers an integral service. These are self-service machines of different types with beverages, coffee, water, juices, wellness and snacks. SERHS Food deals with their supply, repair and maintenance, and leaves state-of-the-art machines on deposit. The image of this new business segment is closely linked to that of the division and the type of product that is sold. SERHS Food has managed to find a modern image and one that is corporate at the same time. In May 2011, SERHS purchased a 4,500 square metre warehouse in Arenys de Munt (El Maresme region), where the new production and logistics centre of the SERHS Food division is to be located. A large part of the area is to transfer the SERHS Food Service facilities just a few metres from the new warehouses in order to complement the facilities the division already has in Vilassar de Mar. Through 2011 and in early 2012, the preliminary project was drawn up and the executive project got underway. OUTSTANDING SERVICES During the days of welcome of the Catalan dioceses to the young Christians going to Madrid on 18 August for the world meeting to be attended by Pope Bennett XVI, SERHS prepared a large number of catering services commissioned by the organisation between 11 and 15 August, and also

45

dealt with their logistic distribution. More than 21,000 youngsters from Europe, Oceania, Asia, America and Africa met for five days in the different dioceses of Barcelona, Gerona, Tarragona and Lleida. SERHS Food made and distributed more than 300,000 meals between breakfasts and lunches and dinners with the support of SERHS Distribution. SERHS Food, together with SERHS Projects, were present in October 2011 at the 13th National Congress of Hospital Hostelry in Burgos, in order to present its experience and know-how in the area of hospital restaurants. And in May of this year, the food division took part in the 1st MIHealth Congress, the new forum of innovation and health management at the Barcelona Palace of Congresses. Raimón Bagó, the general manager of SERHS, took part at a round table with the title “The challenge of publicprivate collaboration”. At the same Congress, SERHS Food had a stand in the exhibition area.


46

SERHS annual report 2011

INNOVATIVE PROJECTS FOOD & BEVERAGE AREA

SERHS PROJECTS SERHS Projects has the commitment of control and maximise efficiency in the Food & Beverage area by applying criteria of functionality, sustainability, technology, design and management in the equipment installed for different sectors: the hotel sector (hotels, hostels, pensions, campsites and other accommodation), the health sector (hospitals and geriatric units), the restaurant sector (bars, cafeterias, restaurants, pizzerias), the education sector (schools, nurseries, universities) and other companies (public administrations, private companies, commercial and food buildings).


SERHS annual report 2011

47

Management Committee

BUSINESS LINES This division has a multidisciplinary team of professionals made up of consultants, architects, engineers, interior designers, equipment projectors, designers and operators specialised in the Food & Beverage areas of the health, hotel, restaurant and company sectors. In order to be a benchmark in improving efficiency and innovation in each of the sectors, all of their projects include the complete operative knowledge of the Grup SERHS when advising, projecting, planning, carrying out and training for the operation of any installation where small changes and details can give improvements in the daily performance of the business. On the one hand, this division is distinguished by the quality and innovation of its projects, by its management capacity, implementation and monitoring of the equipment installations and the implementation of machinery for hostelry. Furthermore, the other business strategy is the comprehensive maintenance of hostelry in general, offering a singular, unique comprehensive maintenance service in all kinds of hostelry, a service for which there is a great need not satisfied by any specialised company.

INVESTEES 1. Equipturis, S.A. 2. Studiumser, S.L.

STRATEGIC AGREEMENTS, NEW INVESTMENTS AND INCORPORATIONS SERHS Projects in 2011 reached an agreement with the Japanese company Hoshizaki, manufacturer of E-Water, for the distribution of this apparatus around Spain. This is a new concept and product for the hostelry market: it is an apparatus that has the electrolysed water to eliminate viruses, bacteria’s and silts from the atmosphere and the food, with a range of equipment that turns tap water into a product with properties that clean and disinfect. It is a product aimed

at all sectors of hostelry: sanitary, hotel, restaurants, companies and education, for these apparatuses produce electrolysed water by means of a specific process. Since the last 1 January 2012, Emte Service has been the Official Technical Service of SERHS Projects as a result of the agreement signed with the Emte Service company, which belongs to the Comsa Emte group, considered the second largest unquoted Spanish group in the sector of infrastructures, services, engineering and systems. The agreement is intended to strengthen the repair service for hostelry machinery and also to offer a new line of integral maintenance specialised in hostelry, enhancing SERHS Projects’ knowledge of the tourist sector, along with Emte Service’s overall technical knowledge of installations of all kinds. Finally, in 2012 SERHS Projects also signed a distribution agreement with Hoshzaki to distribute an apparatus to manufacture all kinds of ice cubes for restaurant establishments. The aim is to cover all customer needs and in this respect it has been necessary to consider all details to satisfy their needs, and even details such as ice cubes. Price is the final touch to any cold drink and its quality may leave a good or bad impression in time.


48

Specialists in food & beverage areas

SERHS annual report 2011

www.serhsprojects.com

It has a vehicle fleet of 20 commercial vehicles and vans. Hotel, health, restaurant, education, public administrations and private company sector More than 35 years experience as an integral supplier of the hotel sector

2

1


SERHS annual report 2011

1. 2. 3. 4.

49

Restaurant UDON. Bar La Cabana (Grand Valira – Andorra). Restaurant La Cabana (Grand Valira – Andorra). Bar and freeflow Hotel SERHS Port del Comte.

3

OUTSTANDING PRODUCTS AND SERVICES SERHS Objects offers personalised global solutions. In fact its knowhow is focused on offering complete solutions so that customers can deal with a reformation or a new project in the best possible way. Different items are analysed such as the business concept, the balance of criteria, investments without the deviations, planning and quality control, all in a single statement with a single person responsible for managing a team of specialists to help customers in setting up the project. SERHS Projects’s more than 35 years of experience in operation in the restaurant sector helps them to take part in the customer objectives. The main advantages offered by this division include, on the one hand, the accumulated experience of a team of professionals specialised in developing totally singular restaurant projects, a team that provides an external view of the business based on operation, design and innovation. As it is a team with great experience behind it, the time devoted to the project is minimised. SERHS Projects deals with everything related to the customer, such as the analysis of investment adapting to operative criteria, passing through participation in seeking financing, complementing the solution with everything that customers might need (training, merchandising, communication, implementation, etc.), assuming and taking on the commitment to a delivery date without ignoring the contractual proposal.

4

As for the latest projects carried out in 2011-2012, the customers who have confided in the services and experience of SERHS Food include: the Take Eat Easy restaurant in the World Trade Centre in Barcelona, the free flow restaurant and the La Cabana cafeteria in Espiolets (Grand Valira - Andorra), the Udon restaurants in the Diagonal Mar, Glòries and Sabadell shopping centres; the cafeteria and free flow in the Hotel SERHS Port del Comte; the cafeteria at the St. Jaume Hospital in Calella; the Hotel Doña Juana in Segovia; the Centre Tecnològic de la Carn in Riudellots de la Selva (Gerona), and the Pelayo bingo hall in Barcelona, amongst others.


50

SERHS annual report 2011

INSURANCE | ADMINISTRATION AND FINANCE | NEW TECHNOLOGIES AND COMPUTER APPLICATIONS

SERHS SERVICES The companies of this division aim to offer the largest possible number of services both generally to companies forming part of the Grup SERHS, and also externally, aimed basically at customers of the tourist sector. At the same time, this division represents the corporate management of SERHS which works transversally with respect to the other business divisions of the group.


SERHS annual report 2011

51

Management Committee

SERHS Services

MEDITERRANEUM XX, S.L. The added value of this company is the use of new technologies and the most modern systems of communication, which has supposed a considerable development in all activities carried out and which allow users to directly and effectively manage a large number of computer applications on-line that are placed within their reach. similarly, it offers internal and external customers a quality job with high-level professional specialists. Human resources This Corporate Management of the SERHS group covers all the necessary specialities to give a complete human resource management service in all of its specialities: Personnel Administration, HR Development, Labour Relations and Prevention of Occupational Risks. Formed by a multidisciplinary team of 15 specialists in each of the branches of activity, this Management makes a firm stake on new technologies: Internet portals and management platforms, applying continuous improvement in its services in order to offer both Grup SERHS companies and external customers a fast service.

INVESTEES 1. Asseguris Mediterraneum C.A., S.L. 2. Mediterraneum XX, S.L. 3. Migjornser, S.L. 4. Inverserhs, S.L. 5. Vector-K, S.A. 6. SERHS Costa Brava Centre, S.L.

Administration and Finance An area ascribed to the financial corporate management of the SERHS group that is formed by different specialised sections such as the calculation centre, tax advice, auditing, treasury and aggregation and financial consolidation. Its fields of action are all of the companies of the corporation. It also has the collaboration of different external advisers.

ASSEGURIS MEDITERRANEUM XX, CORREDURIA D’ASSEGURANCES, S.L. Constituted as an insurance brokerage company in 2003, it deals with leading companies on the market such as MAPFRE, AXA, DKV, ALLIANZ, ACE, VITALICIO, ARAG, FIATC and EUROPEA DE SEGUROS, and in the last year it bought in MARKEL and Agrupació Mútua. Asseguris has a portfolio of 3,415 customers and 5,856 policies contracted in 2011, 25% up on last year, with a larger increase in individual customers of 29%. The group insurance company has 2 sales channels, basically: direct sale in the office and salespeople. The total team of the insurance brokerage company includes 10 people. The volume of managed premiums was €5,000,000, with an increase in individual customers of 6% over 2010. The lines of action used in the work are those of constantly improving the product portfolio and continuing to work with companies of renowned prestige and solvency to be able to offer a service and good advice that is as complete as possible and satisfies customers’ expectations. The aim in 2012 is to continue to establish customer loyalty, investing in on-going specific insurance training for all staff to give the broker company more professionalism.


52

SERHS annual report 2011

new technologies

Average team of 30 professionals

They have 105 central servers They manage more than 1,000 PCs, 375 printers and over 250 mobile devices

More than 11,500 incidents and queries are attended each year from the Service Desk More than 1,250 e-mail accounts and 190 housed domains are managed Traffic of over 50,000 mails each day 3,500 telephone lines are managed (landmines and cellular) They control the data network of more than 60 nodes Nearly 80 projects carried out in 2011


SERHS annual report 2011

53

In this area of activity we find two companies devoted entirely to developing and implementing new technologies aimed at the tourist sector or internally for SERHS. Migjornser, S.L. and Vector K, S.L. are connected in the same place in Pineda de Mar, and aim to enhance and get the most out of the synergies between them.

SERHS New Technologies

and consultancy. Migjornser has the responsibility of making Internet one of the group’s main channels of communication, starting with websites, e-mail and hosting management, as well as other functions. Finally, one of its values is the Service Desk for giving users technical attention, and also the Data Centre service (CPD). STRATEGIC AGREEMENTS, NEW INVESTMENTS AND INCORPORATIONS The agreement signed in 2011 with Oracle to strengthen its list of technological partners remains in force and contemplates the fact that in exchange for using its software, training and monitoring is given to projects, and help and collaboration is given with the strategic technology consultancy. The Documentary Management Project continues with the Ricoh technological partner. From SERHS New Technologies, investment continues in Cloud Computing with a firm investment in Google Apps.

MIGJORNSER,SL This company, which is part of the SERHS New Technologies division, is engaged, as the name indicates, in the area of new technologies and fundamentally serves all of the companies of the Grup SERHS. Its business lines are based on supplying technological infrastructure to the whole of the corporation and on managing the corporate technological platform and all applications that are derived from it. Its areas of action are systems and they maintain and produce hardware and software. Another of the activities they carry out is technological projects either on installations, software implementations or IT consultancy. Furthermore, from the telecommunications department they deal both with management

OUTSTANDING EVENTS Within the framework of the Migjornser, S.L. a restructuring plan started in 2010, it must be said that in 2012 it has evolved towards a more diverse organisational structure. This means the creation in each business division of the figure of Organisation and IT Manager. This will be the figure that is responsible for managing everything regarding the technology inherent to their division which is not considered corporate. From this approach, from now on Migjornser will focus much more on bringing value to the business, on managing and coordinating transversal projects and training and supporting all users, instead of having the development of computer applications as its main service. To achieve this, it will lean much more on its

partners and suppliers, who form an ecosystem forged since the company beginnings, now more than twelve years ago. VECTOR-K,S.A A company of the SERHS Services and New Technologies division, Vector-K is dedicated to creating, maintaining, implementing and supporting computer products for the tourist sector, both for companies of the Group and for external companies. The basic Vector-K products are: the Guest, comprehensive hotel management; the Bistrot, management of bars, restaurants, discotheques, etc.; and the WebguestHotel, which enables on-line sales of bookings from the hotel’s own Web. The WebguestHotel on-line sales engine, in its sixth year up and running, despite the fall in general sales, has maintained its sales thanks to the arrival of new customers and remained at 6 million Euros in 2011). A special effort is still being put into the fastest-growing product, on-line hotel bookings. In 2011, the new smart phone sale version was implemented for any manufacturer with operating systems (Babble, Android and Microsoft), and also through Facebook. The Guest 3.0 version, in addition to Voxel, includes a second electronic bill management supplier, specifically the BSF, and this has caused an increase in the use of this module. The remodelling of the Bistrot in version 3.0 is now complete and its innovations, especially in matters of internal customer management, have been very well received. The inclusion of customer photographs allows them and the options to which they are entitled in all areas of the hotel (all-inclusive, prepayment, dining services, etc.) to be recognised through the cash desks.


54

SERHS annual report 2011

SERHS REAL ESTATE This business division deals with seeking maximum returns from the Grup SERHS assets. Structured within the company Kimburu, S.L., it focuses its actions on facility rental, bargain and sale and promoting certain actions on urban and industrial lands.

EMPRESES PARTICIPADES 1. Begudes, S.A. “BEGSA” 2. Fleca Espiga d’Or, S.L. 3. Francolíser, S.L. 4. Kimburu, S.L. 5. Promociones Inmobiliarias de Calella, S.L. 6. Segreser, S.L.


SERHS annual report 2011

55

SERHS EQUITY AND PORTFOLIO As a business corporation, Grup SERHS, S.A. is the holder of a large portfolio of securities and is also the owner of a series of buildings. Through its portfolio of securities it directly or indirectly takes part in dominating all the companies of the group.

INVESTEES 1. Armeig, S.L. 2. Dibacash, S.L. 3. Gregalser, S.L. 4. Grup SERHS, S.A. 5. International Catering ZFT, SARL. 6. Montgriser, S.L. 7. Serag Invest, SARL. 8. Itinereser, S.L. 9. Seturbrasil, E.T. Ltda. 10. Fabrication du Jus au Maroc, SARL. 11. Jus du Maroc, SARL. 12. Conexumser, S.L. 13. Avantser, S.L.

These management actions led by the general management of the Group are formed by companies involved in administering and holding properties, lands, securities and facilities, which form a series of goods resulting from the Group’s business rhythm. The strategic axes of the corporation pass through the strengthening and future viability of all of the companies of SERHS, which have a global focus that allows them to successfully confront the critical factors of competitiveness by consolidating and creating new business opportunities in all areas of action.

RELATED COMPANIES SERHS S/COOP. C. LTDA. Its initial drive and its wish to cooperate and associate on the level of people have brought about an intense social activity. Since the company started now 35 years ago, its feeling of belonging, of mutual confidence and its wish to improve have led to the development of many initiatives around the company which have enabled the achievement of what today is known as the Grup SERHS.


56

SERHS annual report 2011

RELATED COMPANIES

RELATED COMPANIES

ESCOLA UNIVERSITÀRIA D’HOSTALERIA I TURISME DE SANT POL DE MAR This centre, ascribed to Girona University and founded in 1966, has a long tradition in tourist and hotel training, and maintains a tight, reciprocal institutional bond with the Grup SERHS. But the most important thing about this hotel-school, the oldest in Spain, is the exchange which is established between this university centre and the SERHS group of companies, which generates intense, fruitful feedback. The EUHT in Sant Pol is receptive to the business baggage of the Group, which gives it prime order, updated knowledge of the sector movements. At the same time, this means that the Group can benefit from the support and a package of knowledge and technical experience which can only be given by a certified university centre that is a benchmark in the state. The school has received institutional recognition both around the state and in the autonomous community and sector, by being distinguished with the “Gold Plate for Tourist Merit” and the “Turisme de Catalunya Plate of Honour”, amongst other awards. It belongs to the exclusive “Leading Hotel Schools of the World” network, which receives the support of the “Leading Hotels of the World”, and is the only member in southern Europe of this prestigious association of hotel schools.

PUBLINTUR, S.A. The Grup SERHS is and has always been aware of the need for instruments of dissemination and communication to effectively inform on the multiple, diverse actions it carries out. For this reason, it has a close, intense relationship and bond with the company PUBLINTUR, S.A., a company engaged in image and communication, as well as graphic and digital production. This company has become an instrument of help at the service of promoting and disseminating the tourist resort of Catalonia, and a source of support for the tourist activity in areas in destinations where different plans of excellence and tourist dynamisation have been drawn up. In the business field it has stood out by providing solutions adapted to the needs in marketing policy and image through imaginative proposals from the graphic design studio with leading technology and its own printing workshop. Communication and external relations, advice and development of tourist products and services also appear amongst its activities, which include offering image and sound services and editorial production. The last EXPOSERHS served to present its new line of work devoted to on-line marketing. The purpose of this is to offer and help customers to implement the strategies that might improve their presence on the Internet so that this might become a profitable resource for the company. Renovation and better website positioning, as well as improved architecture, is the first to be taken. All of these activities have generated strong business synergies and developed intense, close quality relationships. PUBLINTUR, S.A. will be celebrating its 30th anniversary in 2013.


annual report

corporate social responsibility 2011 marks the end of the implementation of the Corporate Social Responsibility Value Plan started in 2008. Throughout these four years of developing the project, different Social Responsibility policies have been designed with the aim of conciliating economic growth and competitiveness with social development and environmental improvement. The game was, is and will continue to be to enable the Group to coexist with its social, environmental and economic surroundings. Each day this directs the way we do things without losing our direction, as the Grup SERHS has always had special interest in highlighting the features that have characterised our identity, and along with this, the human side of the company and its social involvement which have been forged since its foundation. The projects started in these 4 years and which will continue to be consolidated are those that follow.


58

DEFINITION OF THE CATALOGUE OF JOBS AND ORGANISATION One of the first jobs to be done in starting to define a Social Responsibility policy was to define the jobs of the group, to draw up the organisation chart of each of the companies and to make it public; to know “what I am doing and where I am in the Group” undoubtedly makes work and adaptation to jobs easier, for the catalogue has been used to design the training profile of each job by which human resources has been able to establish the Group’s training policy, the overall selection policy, and the catalogue is intended to help us draw up a vertical and horizontal promotion policy. 359 different work posts were identified with 6 levels of responsibility, and, each worker has his own job description, which is hung on the SERHS intranet portal, where they can find from the name of the post, the hierarchical level, division and department, to the working conditions, jobs, of responsibilities and the functional relations. Alongside this catalogue of work posts, the group organisation charts were updated so that an organisation chart was designed for each area and one of the division management committee, which can be accessed by all people in the organisation regardless of where they work, as they are posted on the SERHS portal. This means continuous and permanent maintenance as our group is dynamic and constantly evolving and so the functions change and our set-up is reorganised.

corporate social responsibility

POLICY OF CONCILIATING WORKING AND FAMILY LIFE Along with the jobs catalogue, another of the main objectives of the Value Plan was to create a conciliation policy to allow the payroll to combine their working obligations with their personal and family commitments, starting from the basis that it is very important for the staff to be capable of keeping a good balance between workfamily-person to achieve good quality of life, which is a key factor in maintaining people’s loyalty today. Our conciliation policy starts by offering timetable adaptation, which might mean a flexible timetable, continuous working days, and/or compressed weeks, and totally paid leave to enable people to leave their posts without having to make up time. In this sense, there are hours for the person or their family to visit the doctor and times to do different jobs that would not be possible outside working hours, such as attending school meetings, looking after dependent relatives (parents or children) or having an afternoon off on a child’s birthday. In recent years, the catalogue has progressively been established. The initial volume of requests has grown, just as the average has grown of the conciliating staff (start asking for some kind of measure during the year), and this means that today we can talk about a firm conciliation policy from which to continue to improve and adapt to the staff’s needs and requirements.

ANNUAL VOLUM OF APPLICATIONS 613 441 295

ANY 2009 ANY 2010 ANY 2011

SERHS DISTRIBUCIÓ

5,50% 8,81% 12,90% 8,17%

SERHS TOURISM

SERHS HOTELS

19,18% 20,00%

1,58% 3,83% 2,99% 15,65% 18,28% 19,79%

SERHS FOOD 4,21%

SERHS PROJECTS

50,62% 57,30% 60,23%

SERHS SERVEIS

TOTAL GRUP SERHS

YEAR 2009

32,35% 41,30%

8,18% 14,50% 17,01%

YEAR 2010

YEAR 2011


59

In 2011, the most widely requested measures were those that had to do with time off for personal and/or emergency affairs. The group companies awarded a total of 1,160 hours fully paid in 2011. The second type of most requested measures were timetable adaptations, such as flexible timetables, continuous working days and compressed working weeks. 2011 MOST REQUEST MEASURES 2% 10% 58%

Personal affairs and emergencies Time adjustments

13%

With regard to conciliation, since 2010 SERHS has played an active role in the NUST network, an initiative created in 2006 by the Barcelona City Hall Department of Time Use, and of which large, medium and small companies from the whole of Catalonia form a part, and in which matters of Time Use are dealt with. Work meetings are regularly organised with small groups from the network, which enables both participation and active contribution to the project so that, in addition to presenting our conciliation policy, it is possible to assess other ways of doing things and to adapt them to our environment and needs. Belonging to the Network also means appearing on its web site and disseminating our conciliation policy through the “Good practices� section.

School meetings Care of relatives (parents and/or children) Others 17%

HOURS GRANTED DURING 2011 835

Personal affairs and emergencies

117

164

Care of relatives (parents and/or children) School meetings

EQUAL OPPORTUNITIES BETWEEN MEN AND WOMEN Equal opportunities between men and women has long become a Group premise. Some specific actions have been taken that effect all of the companies, but what is sought is to have a diagnosis of the situation of each of the companies in the medium-term in order to be able to draw up a specific Equal Opportunities Plan adapted to their situation. The areas that are analysed in order to make a diagnosis of the

situation in each company are: 1. Management of organisation and equality 2. Staff participation and involvement 3. Non sexist or discriminatory language 4. Equal participation in jobs 5. Presence of women in post of responsibility 6. Conciliation of working and family life 7. Prevention of health and occupational risks with a gender perspective 8. Mobility Moving on in our communication and as part of the actions drawn up, in 2011 work was done along with New Technologies in order to create a space on the SERHS portal where all of the staff could go to see general information on equal opportunities. Furthermore, if the company has an Equality Plan and specific protocols, they are also found here. The Equality Plans started up have led to actions such as: - The creation of equality work commissions for each company - The creation of a protocol against sexual harassment and harassment by reason of sex - Development of a protocol of non-sexist language and image - Revision of the SERHS website and portal (own intranet) to adapt it to criteria of non sexist language and image - The dissemination of the protocol to prevent risks to pregnant women


60

SERHS annual report 2011

corporate social responsibility

WELCOME MANUAL Another of the projects in which the company has invested strongly has been a welcome protocol for newcomers to SERHS. The first impression is very important, and one’s first days at work only happen once. It is at this time that we must revive the person with all of the information we believe they need to be able to do their job and feel part of SERHS as soon as possible, and therefore to gain their loyalty from the outset. As part of our environmental policy for a paper-free office, the online Welcome Manual has also been developed. Therefore, a section has been put aside in the SERHS portal together all of information that has to be contained by our Welcome Manual. A controller from each company has been appointed to ensure that the information appearing in the manual is completely updated. The company has therefore evolved from the traditional leaflet in paper format, and sometimes totally obsolete, to a dynamic, updated tool in which the information is practically personalised in line with the company that the person enters and the post they hold. The Manual includes the following points: 0. The Grup SERHS 1. My company 2. My work centre 3. My post and the company organisation 4. Contractual relationship 5. Risk prevention documentation 6. Decalogue of good environmental practice 7. Development of Human Resources 8. Social benefits 9. Contractual information

Alongside the reception in the company itself, a two-hour block of e-learning has been designed that everybody has to do who has a contract of over three months. In this way it is ensure that the staff knows both the SERHS portal (internal communication tool) and the Welcome Manual. Every month, a new addition is programmed in which all newcomers from the previous month take part. From May 2011 to the end of last year, 184 people have been trained.

2% 0% 10%

25%

40% 23%

SERHS DISTRIBUTION SERHS TOURISM SERHS HOTELS SERHS FOOD SERHS PROJECTS SERHS SERVICES


SERHS annual report 2011

HELP TO FAMILIES Paying honour to the fundamental values of the Grup SERHS, such as the human side, each year the “Families Program” is started up to benefit all workers of the corporation whether they are on permanent or temporary contracts. In this new edition of the programme, the budget set aside was €49,500, and more than 280 families asked for help. This is a program of economic aid to help with school expenses or births that might occur in SERHS families. For the help to be given, certain bases are set out which contemplate academic and economic aspects and family situations. As a general rule, subsidies are given more to families on low incomes. There are 4 types of help: “Welcome baby”, nursery, school material and university/higher training grants. Welcome Baby The birth of a child is undoubtedly one of the most important moments in our life. The Grup SERHS therefore welcomes newborns with a gift specially indicated to celebrate this happy event. Furthermore, all workers who so wish may have the photograph of their baby published in the SERHS Magazine and Internal Portal. Nursery This is a subsidy intended for workers who have children under 3 years of age in their charge enrolled in nursery schools. School material A programme of help for school material for workers with large families, with three children or more (families with two children are also considered) and with children in prep school, primary,

secondary, baccalaureate or medium grade training cycles (children between 3 and 17 years of age). Higher grade training cycle/University Grants This proposal is intended to award grants to workers’ children who are doing a university degree or higher training cycles. The grant is significant economic support in covering such expenses. There are a certain number of grants each year and the basis for receiving it are the academic level of the student and the family income.

283

288

69

60

50

13

15

17

136

164

160

48

65

49

54

2008

2009

2010

2011

189

281

56 14 71

Nursery

Grants

School material

Wellcome baby

61

SOCIAL AREA – SUPPORTIVE AGREEMENTS The Vicente Ferrer Foundation has received help from the Grup SERHS for many years. SERHS started by collaborating in the financing of the maintenance of two primary schools for hearing and visual disabilities in Kanekal, Anantapur, the southern region of India where the Foundation has worked for nearly 40 years to transform the reality of the most vulnerable communities that live there. Furthermore, regarding other agreements, in 2011 the 3rd campaign was carried out to collect toys and food in November and December. Everything collected this year, 600 kg of food and 519 toys, were sent to two organisations: Arsis Foundation and Caritas. The company also collaborated by providing products in organising a charity dinner organised by the Arsis Foundation to collect funds for Manos Unidas, and took place in February 2012 in Barcelona. SERHS has become a, “Insertion Collaborating Enterprise” of the Ministry of Employment of the Government of Catalonia by participating in a program of Technical-professional Training promoted by Blanes Town Hall, in support of social and occupational integration. This project consisted of monitoring a group of 10 people (on the minimum income reinsertion program) by means of a training programme designed especially to help them find work in a store. With a total of 160 reading hours between theory and practice, the program was carried out in May and June, and at the end of the programme one of our stores took on two people from the programme.


62

corporate social responsibility

SERHS annual report 2011

1 & 2. The support of the “Family Programme 2011” was handed out during the “SERHS Family Day”.

1

2

Social policy

FAMILY PARTY 2011 In the past September, more than 300 people gathered for the “SERHS Family Day” where the support of the “Family Programme 2011” was handed out to workers of the Grup SERHS. The meeting was held at the Castell Jalpí, the headquarters of the corporation, and was this time strongly devoted to awareness raising concerning the environment and healthy eating, starting with the youngest of the household. The party was attended by workers and workers’ families to collect their help and to enjoy an entertaining party with snacks and different children’s activities for all of the boys and girls, this time focused on healthy eating “We are what we eat”. The theme of the party revolved around this, which is an area that is currently having a great effect particularly on children. Mr Ramon Bagó, the Chairman of SERHS, handed out the different awards, which this year amounted to €49,500. To close the event, there were refreshments in the castle courtyard and the youngest also had a party with gifts and children’s entertainment, apart from draws and gifts from suppliers of the Grup SERHS such as Frit Ravich, Frida, Alemany, Granini, Bimbo, Nestlé, and companies of the group, amongst others. The icing on the cake was given by the traditional Castell Jalpí Drawing Contest, this year in its third edition and inspired by healthy eating, which was given the title “we are what we eat”. The turtle Tartarokhus (SERHS Food mascot for schools) provided the entertainment.

THE ENVIRONMENT ENCOURAGES THE YOUNGEST As happened last year, being aware of the need to inform and educate the youngest on matters of environment, they were provided with an inflatable castle to “recycle by jumping!” with the support of Catalonia Waste Agency. Amusing and educational craft workshops were put on for the young based on materials for reduced or recycling. All of the activities were aimed to encourage respect for the environment and were backed by the SERHS Department of Corporate Social Responsibility.


SERHS annual report 2011

1

63

2

1. Event awards of the “Ideas Contest, “And you, how would you do it?” 2011. 2. SERHS Portal, an exclusive space for workers and shareholders of the corporation. 3. The corporative website www.serhs.com. Brand presence on the social networks.

3

Internal communication

Communication between the company and its workers is basic for the good operation of a corporation of the size of the Grup SERHS. This is why the Group is in favour of establishing fluid, two-way, open communication with all of the members who form part of the corporation, through the tools created specifically for this. PRESENCE ON THE SOCIAL NETWORKS In order to consolidate and make our SERHS brand grow in this virtual and associative social environment, the paths of communication have been expanded towards the social networks as a channel to reach the group’s spokespersons while giving added value. Facebook, Twitter, LinkedIn and YouTube are the networks that have been chosen up to now, from where content related to the corporation will periodically be published for our audiences in order to produce interaction and to know their interests. SERHS WEB The SERHS group, in its firm wish to stake on new technologies, has the website www.serhs.com constantly updated and very active to adapt to changes. This was designed in order to offer a wide range of informative content to the institution and within each operative division. It has become a central connection for all of the webs in our corporation. SERHS PORTAL This is an exclusive space for workers and the shareholders of the corporation, which is intended to be a valuable tool of internal communication with contents of interest to all people in the Grup SERHS. Year after year new developments have been brought in depending

on the uses and needs at each moment. The Plans of Equality, Flexible Compensation, Innovation and Training, amongst others, other developments this year. The portal also offers the chance to see and print out one’s salary in any place and at any time. This possibility also extends to family help, shareholder information regarding calls to assembly and the media library, amongst other things. IDEAS MAILBOX The SERHS GROUP provides its staff with the Ideas Contest, “And you, how would you do it?” This is open to all company workers and shareholders and is intended to encourage them to make suggestions for improving the operation of the Group and as a means for the company to know their concerns, ideas and suggestions and to listen to the voice of all those who form a part of it. Ideas may be sent in through the SERHS portal or by physical means. The ideas go straight to the group chairman and are duly answered to give a real effect and complete acknowledgement of the proposed situation. Five ideas were awarded in the second edition of the competition of some 40 ideas presented in 2011. SERHS MAGAZINE Every quarter, the Grup SERHS publishes an informative and disseminative magazine of the developments of the companies and the aspects of general interest for the whole of our group. With a circulation of over 6,000 copies, it is published in Catalan and Spanish. Workers, shareholders, collaborators, suppliers and customers have become habitual readers of our magazine.


64

SERHS annual report 2011

Internal communication

corporate social responsibility

INTERNAL AND EXTERNAL DISCOUNTS WITH THE SERHS CARD All of the workers and shareholders of Grup SERHS can benefit from the advantages and internal discounts offered by the corporation in each of its divisions. Discounts may be found on food and drinks products, travel, hotels, household items, insurance and computer products, and they also have access to permanent and sporadic external offers and advantages such as gymnasiums, dealers, medical and leisure centres. In 2011, the workers and shareholders of the corporation were able to enjoy discounts in over 55 establishments in Spain. To be able to receive these discounts, the members of the Group must present their identity card. The aim of cards is to enable the identification of all people working in any of the companies of the corporation, or shareholders, who may be confirmed as members of the Group whenever they need. The intention is that they might benefit from the promotions and discounts available at all times both internally in the companies themselves and externally, as a result of the commercial agreements reached with other companies outside the group.

SHAREHOLDER PARTICIPATION As a significant part of the social policy and the feeling of belonging to SERHS, the workers of the Group who so wish may benefit from advantages in financing the purchase of shares in our corporation through the Flexible Compensation Plan. This plan allows them to design the composition of their salary package in a completely voluntary manner, by devoting part of their salary to contracting certain products with significant tax and economic benefits, such as the purchase of Grup SERHS shares, thus increasing their net availability. This allows them to make payment in several blocks without any kind of interest or fees, but still allows them to receive the dividends.


SERHS annual report 2011

Human resources

This Grup SERHS Corporate Management includes all of the necessary specialities to give a complete human resource management service in all specialities: • Staff Administration • Selection, Training and Development in Human Resources • Labour relations • Prevention of Occupational Risks STAFF ADMINISTRATION The administration’s main task is to advise and manage in occupational procedures. The service is formed by a team of specialised professionals and stakes above all on the Internet portals and applies continuous improvement in its services in order to offer both Grup SERHS companies and external customers an ever more effective service. The http://portal.serhs.com/rrhh portal is used as a personalised and interactive means of communication between the company and the HR department. It is a tool which saves much time and costs, avoids travelling or telephone calls and is operative 365/24. With identification, it is possible to use any connection point in the world, guaranteeing the required confidentiality and maximum security. In 2011, the staff administration department managed a total 37,720 salaries. Since 2010, all of the group companies have had the Flexible Compensation Plan, the intention of which was that Group employees could choose how they want to receive their gross annual income (up to 30% of total), in order to adapt it to their personal and family needs. The Flexible Compensation Plan gives staff the chance to voluntarily design the composition of their pay package, and to devote part of their salary to contracting certain products with significant

65

tax and economic benefits and thus increase their net availability. The products offered are Grup SERHS shares, health insurance, restaurant card, nursery and training. The project has been very well received by our workers, which was seen in the results of 2011 with a total of 240 workers forming part of the Plan. The star products are the Grup SERHS shares and the health insurance, as well as others like training, nursery schools and restaurant card. TRAINING In 2010, a total 360 training groups were carried out for the whole of the corporation, which means that training has reached 3,700 participants. More than 37,100 training hours were given with an investment of €290,000. As for external customers, a total of 45 courses were given to 340 students, with a total 4,726 training hours, at a cost of €40,650. Throughout the group, 66% of the training was done through elearning and 34% was done in attendance. Once more these data support the Group’s strategic lines in its application of new technologies in the work area, ensuring that more than 2,500 of our workers have done courses through our platform. Since 2010, the Grup SERHS has had its own e-learning catalogue with more than 500 courses in different areas: sales skills, finance, office computer technology, Internet and basic tools, languages, management skills, quality, amongst others, and even university courses.


66

human resources

SERHS annual report 2011

In order to increase the know-how of the Grup SERHS, blocks of training with the Group’s own, specific contents have been included in the platform. Special mention must be given to the work of the different corporate managements in making this project reality. Alongside this, a catalogue of 150 training blocks were drawn up, structured in a total of 52 courses with content focused exclusively on the corporate group in different subject areas such as Human Resources, Social Responsibility, Marketing and New Technologies.

7% 4%

2% 0% 37%

Customer Service Commercial

13%

Finance Languages Computing 23%

Risk prevention 14%

Quality HR Skills

The average score for the on-line courses were 7.20 and the subjects most called for in the training were: IT, occupational risk prevention, training in human resource skills, quality and marketing and sales. The A2 “Learning to Apply” e-learning project also contributed to eliminating the rigidity of attended courses by providing workerstudents with the necessary freedom to be able to do the courses from wherever they wanted, at any time they wanted and at their own rate. A further step in the effectiveness of the project was the possibility of training more students in a shorter time, by creating training groups with students from different companies of the group in Spain and standardising the training given. PREVENTION OF OCCUPATIONAL RISKS With respect to the Grup SERHS Associated Prevention Service, the efforts of the department have led to considerable developments. In 2011, 99% of the Grup SERHS companies brought in. With specific reference to the Occupational Risk Prevention department, the occupational risk prevention management system was introduced and prepared for legal audit to achieve the approval certificate of the Occupational Risk Prevention Management System for the companies of the SERHS DISTRIBUTION and SERHS HOTELS divisions. The overall result of the audit was highly satisfactory: 86.75% of the SERHS DISTRIBUTION division and 87.73% of the SERHS HOTELS division. This stresses the fact that the divisions comply with the requirements of the Occupational Risk Prevention regulations according to the auditing company G&C AUDITORES DE PREVENCIÓN. The results show that the management system introduced by the Associated Prevention Service is the right one and was achieved by

the excellent collaboration of the companies involved. Since the constitution of the Associated Prevention Service in 2007, 4 legal audits have been passed with an excellent score. 98% of the occupational risk prevention training carried out in group companies was given by the Associated Prevention Service in 2011 to guarantee training 100% adapted to needs and above all more specifically aimed at the occupational risks of each area and company. With respect to losses, there was an increase in the number of accidents in the first half of 2011 over 2010. The Associated Prevention Service therefore started and awareness raising campaign aimed at the workers of the companies suffering most losses, in addition to continuing with specific measures of prevention derived from the risk assessments. The actions were the following: • Informing workers by means of informative posters on the personal and social consequences of work accidents. • Each month informing the companies of the lost index and the number of accidents with and without sick leave. • The most important, and repeated consequences of accidents in our area are muscular and skeletal injuries, therefore warm-up and stretching exercises were brought into the practical training sessions.


SERHS annual report 2011

With respect to the second half of 2011 and as a result of the actions taken in this area, a considerable fall was seen in accidents causing sick leave.

EVOLUTION OF THE OVERALL ACCIDENT RATE BY DIVISIONS OF GRUP SERHS 2009-2011

Number of accidents *100/total average of workers

0

EVOLUTION OF THE OVERALL ACCIDENT RATE GRUP SERHS COMPANIES 2009-2011 CUMULATIVE INDEX 2009 CUMULATIVE INDEX 2010 CUMULATIVE INDEX 2011 DIFFERENCE 2011/2010

Number of accidents *100/total average of workers

30 25 20 15 10 5 0

G

F

M

A

YEAR 2009

M

J

JL

YEAR 2010

A

S

O

N

YEAR 2011

D

GRUP SERHS

6.50%

7.35%

5.72%

7.67%

6.34%

SERHS FOOD

0.72%

0%

0.44%

SERHS TOURISM

1.00%

0%

0%

4.36%

2,97%

3.43%

7.39%

ANY 2011

SERHS SERVEIS

0,78%

2

SERHS HOTELS

4

SERHS PROJECTS

6

2.17%

2.01%

6,50% SERHS DISTRIBUCIÓ

5,72%

0%

7,35% 8

ANY 2010

9.85%

ANY 2009 11.19%

COMPARISON OF THE OVERALL ACCIDENT RATE GRUP SERHS COMPANIES 2009-2011

8.00%

Losses facts

67


68

SERHS annual report 2011

environmental report


70

environmental report

TRANSVERSAL MANAGEMENT PLAN The Grup SERHS in recent years has brought in criteria for protecting the environment within the general management of its business in a general policy of corporate social responsibility, and assuming part of the responsibility corresponding to them in preserving and improving the environment. In this sense, SERHS is moving slowly but steadily along the path to environmental excellence. In this area, in July Nam Nam S.L., the company attached to the SERHS Distribution division engaged in distributing frozen, refrigerated and fresh food with locations in Tordera and Tarragona achieved ISO 14001:2004 certification. With the support of the Social Responsibility Department acting as adviser and previously performing the internal audit, the company has established and Environmental Management system according to ISO International Regulations. The TÜV Rheinland auditing team, following the purpose of the audit, discovered that the company’s management system meets the requirements of the regulations, and is duly maintained and implemented.

In order to favour exemplary environmental behaviour throughout our staff, and at the forefront of companies committed to the environment, the “Efficient Driving for drivers of industrial vehicles

and support personnel” e-learning program was carried out. The aim of these courses is to apply new driving technologies that allow drivers to save fuel up to 15-20% and thereby reduce emissions into the environment and improve safety. Importance is still given to the Manual of Good Environmental Practices of all of the companies of the Group and can be accessed through the Welcome Manual on the SERHS intranet portal. Alongside this and in order to nurture responsible use of heating in the winter and air-conditioning apparatuses in the summer, the “Set an example, let’s save energy” campaign has been started to make workers aware with a series of recommendations to produce wellbeing and energy-saving. Despite the agreement with the company EMTE Service as the SERHS official technical service, the Department of Corporate Social Responsibility will continue to deal with all matters related to the environment and ensure that the work of this service is carried out in the best possible manner by giving advice on the management of industrial and container waste, regular assessments on the legal environmental compliance of the companies of the SERHS GROUP, training in attendance for hazardous goods transport (CO2 drums, diesel) for the companies of the SERHS Distribution division, the processes and subsidies of environment and advice in the event of inspections. INTERNAL AUDITS The Social Responsibility auditing team, in accordance with the purpose of the internal audit, in the past month of November checked that the SERHS Projects Quality Management System meets the requirements of the ISO 9001:2008 regulations.


SERHS annual report 2011

SERHS DISTRIBUTION The distribution companies in the hostelry and collective sector carry out a very positive function for the whole of society in preserving the environment. The distribution of drinks in returnable and reusable packs (boxes or barrels) helps to reduce a large volume of packs which otherwise would have to be collected by the municipal cleaning services to be sent to the disposal units or, in the best of cases, to be recycled by means of selective collection. Since 2010, we have had an agreement with a used kitchen oil recycling company by which customers are offered the chance to be able to recycle their kitchen oil free and with approval. For every 20 litres of used oil, SERHS Distribution gives the customer 1 litre of the same kind of oil. The system is now entirely managed and controlled through the website. The companies with their own mechanical workshop have an agreement with a waste manager by which they collect oils from the vehicles which are rich in sulphur, chlorine and metals, which therefore represent a considerable environmental risk. It is therefore avoided pouring used oils into the drains, flowing water or on to the soil. In recent years, a process has also been carried out to renew all of the forklift trucks in the stores, by replacing the diesel trucks with electric ones, a cleaner energy which avoids gas emission in the stores. This year, the company NAM, NAM, S.L. achieved the ISO 14001 technical certification intended to minimise the negative effects of its activitie son the environment, and to achieve environmental improvement in its production by reducing its energy and material expenditure (pollution, paper, plastic etc.). This certificate guarantees that Nam Nam has obtained guarantees that it complies with

the requirements of the ISO 14001 standard and that it has set up an Environmental Management system that helps to prevent environmental impacts. For its part, CEDISERHS, S.L. has also upgraded its quality certification by renewing the ISO 9001. SERHS HOTELS This division started the project for achieving the Environmental Quality Guaranteeecolabel in the Arnes Rural Village. Improvements have been made to the biological purifier in the Sant Hilari Rural Village to improve the quality of the waste waters. In the beach hotels, a pilot test has been made with the using of low consumption lighting and lef technology in order to achieve lower electrical consumption in the common areas. Consumptions in the SERHS Oasis Park hotel have been reduced by 20% thanks to the monitoring and control of the hot water production/air conditioning. Finally, at the El Montanyà Serhs hotel a regulation is being made of the existing consumptions in order to reduce the present cost. SERHS FOOD The SERHS Food was ISO 14001:2004 certified in environmental management in 2004 and has also passed the monitoring audits required by this regulation. The Quality Management System is also certified according to ISO 9001:2008 and ISO 22000:2005 regarding the system for managing the innocuousness of foodstuffs. This year, as a result of continuous improvement in its quality management systems, SERHS Food has achieved ISO 22000:2005 certification in two centres it manages, in the following area of application: • Collective Restauratn Service at the Can Misses Hospital on Ibiza • Restaurant, Production and food Preparation service in the

71

kitchen of the Youth Penitentiary Centre ad Training-OccupationInsertion Project of the meals service given along with the Centre of Initiatiuves for Reinsertion. Being aware of the environmental problem, it brings in the production factor as a strong pint of control to minimise its environmental impact. Therefore, in order to improve its carbon print, all of its production systems are concentrated under the Eudec system in its central kitchens in Vilassar de Mar. Each of the companies of the SERHS Food division manages their own waste according to the law on waste management. They have a well-trained, professional quality department which sets the steps that have to be followed in continuous innovation and research to be abreast of the new laws and regulations concerning the environment which are extended, renewed and/or modified constantly. Therefore, all of the companies forming the division work to adapt the industries to the new environmental and health regulations. This is primordial for the division, not only as a concept but also as a work procedure, as it offers a high degree of professionalism and rigour as a competitive advantage. A pause must be made on this aspect, for SERHS Food trains its team very strictly and continuously in salubrity and food hygiene, centre by centre. All of the workers have their corresponding compulsory individual protection equipment.


72

SERHS annual report 2011

SERHS PROJECTS Our cleaning and disinfection team promotes cleaning teams that improve sustainability wither by reducing water consumption or by reducing the consumption of chemical products for disinfection and cleaning, as well as the rox or the improvement of the environment by ozone treatment. This year the main factors have been focused on improving waste management: separators, filters and instruments for controlling fat and oil in kitchens, functional designs helping waste classification, management and evacuation while the work is under way; and on improving energy consumption: rainwater recovery, economising taps and cisterns, low consumption electrical installations and energy recovery. As a further step in the process of liberalising the energy market, the electricity consumption of all of the Grup SERHS companies has been noted and analysed in order to draw up an energy efficiency study in the work centres. The study resulted in SERHS Project centralising all of the electrical billing of the group. From this division, when carrying out any project in hotels, restaurants, cafeterias or collectives, customers are advised so that they might apply new systems that help the environmental policy to be improved.

environmental report

SERHS TOURISM AND SERVICES The great introduction of new technologies and innovative communication systems in operative jobs has, on the one hand, involved the reduction above all of paper and, on the other, enhanced the sending of communiques by electronic mail and the creation of web portals. The start-up of the Digitalisation Plan in order to optimise the documentary management systems is also intended to make both divisions, and the rest of the Group, a paper-free office. All of this has increased the speed of communications and improved energy expenditure. These divisions promote the recycling of paper, printer cartridges and toners (the recycling procedure is established in the agreement that the Grup SERHS has with Ricoh). Centralised recycling is carried out of any electronic equipment in all of the companies of the Grup SERHS, either in collaboration with NGOs or taking the material directly to the disposal units. Both the new offices of SERHS New Technologies and the Data Processing Centre have rooms fitted out with programmed air-conditioning and heating to guarantee a suitable temperature, but also to ensure energy savings whenever possible (we optimise energy consumption as far as possible). The fact of intervening in automation/domestic robotic projects means that the SERHS New Technologies division helps the rest of the group companies to improve their energy efficiency and therefore to optimise their energy consumption. Regarding the introduction of technology to help to meet the objective of “Paper-free offices� we use multifunction devices, online collaboration tools (Google Apps) and digital invoicing has also been started up.


economic and financial information

annual report


74

SERHS annual report 2011

economic and financial information

PresentaTION This economic and financial information corresponding to the year closing at 31 December 2011, which we provide in the following, has been prepared from the accounting registers of Grup SERHS, S.A. and its subsidiaries in order to show the true and fair image of the equity, the financial situation and the results of the Consolidated Group. These consolidated figures are backed by the auditing of the company Faura-Casas Auditors-Consultors and, as revealed in the opinion which we attach further on, the annual accounts of 2011 express the true and fair image of the consolidated equity and financial situation of the Grup SERHS and its subsidiaries, and the results of their operations. In this dossier you can find: · GROUP CONSOLIDATED ANNUAL ACCOUNTS - Financial Statements (Balance Sheet and Income Statement). - Auditors’ Report. · CONSOLIDATED INFORMATION - Different analyses of important aspects of the economic and financial situation.


SERHS annual report 2011

GENERAL EXPLANATION For the effects of drawing up the Annual Accounts of Grup SERHS, S.A. and subsidiaries (Consolidated Group), we must consider that the Group is made up of 63 active companies which, gathered in operative business divisions, has the following composition:

SERHS DISTRIBUTION

14 Companies

SERHS TOURISM

2 Companies

SERHS HOTELS

12 Companies

SERHS FOOD

9 Companies

SERHS PROJECTS

2 Companies

SERHS SERVICES

7 Companies

SERHS REAL ESTATE

6 Companies

SERHS EQUITY AND PORTFOLIO

11 Companies

In application of current regulations, as a result of different participation percentages in the companies which form the consolidation perimeter, different consolidation procedures were used this year: · GLOBAL INTEGRATION METHOD (Companies with a participation of over 50%). The consolidation method used in 2011 by all of the companies of the Group, mentioned above. · EQUIVALENCE method (Companies with a participation of between 20%-50%) Companies which have been consolidated by this method in 2011: “Viajes Sol i Esquí, SA” (travel agency), “Baciverser, SL” (real estate company). The functional currency of the Group is the euro. As a result of the Group’s internationalisation process in recent years, Brazilian and Moroccan companies have been included in the consolidation perimeter and transactions have also been increased with foreign customers and suppliers using currencies other than the euro. This has meant that our Group now works with four different kinds of currencies:

75

* Euros (EUR).- The main working currency of our companies. * Dollars (USD).- The currency with which some operations are carried out with countries outside the E.U. * Brazilian Reales (BRL).- The main working currency of our companies in Brazil. * Dirhams (MAD).- The main working currency of our companies in Morocco. The fact of working with different currencies and accounting criteria complicates the procedure of consolidation, as the financial statements have to be transformed into a currency other than the functional currency of the Group, which is the euro, which can cause conversion differences with repercussions on the equity and the results of the year due to exchange differences in the transactions. Since 2010, SERHS has paid tax under the system of tax consolidation. In 2011, a total of 37 subsidiaries came into the consolidation perimeter.


Anual Report 2011