On this International Day for the Elimination of Violence Against Women, we reaffirm our commitment to standing together as a Group in support of our female Heartists® and all women across the globe.
Committed to Empowering Women and Combating Gender-Based Violence
Accor has always taken a proactive approach to fostering enduring gender diversity and equality within the Group and far beyond. A commitment that is a natural extension in line with our DNA, welcoming and taking care of others and ensuring our hotels are open to all and provide refuges for those in need.
In recent years, we have stepped up as a co-leader of the Generation Equality Action Coalition on Gender-based Violence by UN Women and as signatory of the first European network of companies committed to fighting violence against women, OneInThreeWomen. We continue to mobilize our teams and communities around the world to join us as we create meaningful change through global engagements and targeted local programs and partnerships to support long term equality, foster empowerment and combat gender-based violence.
Magda Kiehl shares the story behind Accor’s Embrace Program in South America
A Warm Embrace for Women in Need
For Heartist® Magda Kiehl, Accor’s commitment to ending violence against women has always been a source of meaning and a point of pride. Magda has several roles within Accor: she is SVP of Legal, Compliance & Security for Premium, Midscale & Economy brands in the Americas; a Diversity, Equity & Inclusion champion; and an active member of RiiSE – Accor’s gender diversity and equality network, made up of +20,000 men and women Heartists®.
In the wake of the Covid pandemic, as violence against women began to skyrocket, RiiSE zeroed in on this vulnerable population. Its members quickly mobilized to create the Embrace program. The initiative ౼ supported by Accor’s All Heartist Fund, INSTITUTO AVON, governmental entities, charity institutions and NGOs ౼ focuses on helping women in Brazil escape violent living environments.
Since 2020, the program has hosted more than 500 women, 700 children and offered almost 6,000 room nights in our hotels across the country. In addition to temporary housing, the program provides women with psychological, legal and material support as well.
As a hospitality Group, welcoming and taking care of people is a fundamental part of who we are. The Embrace program is a natural extension and expression of our shared values.