RAINFOREST ALLIANCE VERIFIED. Verification Standard for Tourism Services. Version 2.0

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1 RAINFOREST ALLIANCE VERIFIED Verification Standard for Tourism Services Version 2.0 Rainforest Alliance San José, Costa Rica December 2011 Updated October 2013 Technical compilation Blanco Sosa, Saúl Antonio González Oviedo, Marianela Rioja Malasenkov, Silvia 1

2 Rainforest Alliance is a proud member of the Global Sustainable Tourism Council (GSTC). We support the GSTC mission of making all tourism more sustainable by increasing the reach of sustainable tourism practices to traditional, small, and large-scale operations and we endorse the principles of the Global Sustainable Tourism Criteria (GSTC Criteria). Our Rainforest Alliance standard for tourism operations for ensuring the environmental, socioeconomic, and cultural sustainability of hotels and tour operators worldwide has been recognized by the Global Sustainable Tourism Council as fully reflecting the GSTC Criteria. 2

3 1. INTRODUCTION VERIFICATION STANDARD BACKGROUND In September 2003, a group of different organizations directly related to the topic of sustainable tourism certification met in Sauipe, Brazil. Representatives from 21 organizations and 17 countries attended this meeting and established the Sustainable Tourism Certification Network of the Americas (Red de Certificación de Turismo Sostenible de las Américas, in Spanish). The group agreed on the network s mission: promote sustainable tourism in the region through the strengthening of certification initiatives based on mutual respect and recognition, the joint effort, the harmonization of systems and sharing information and experiences. The harmonization of certification systems began with the definition of common minimum certification standards that were required in the entire region. The aim was to gain credibility in the sustainable tourism market. As a result, a base standard was created (Baseline Network criteria). These criteria had to be incorporated into the certification standards from all member programs. Rainforest Alliance, as Technical Secretariat, assumed the responsibility for generating a first draft, which went through three public consultation processes among the more than 120 active members from the network in the period The consultations contributions provided inputs to improve the standard during the following meetings of the Network: Second Network Meeting, Sarapiqui, Costa Rica, July Third Network Meeting, Peten, Guatemala, September Fourth Network Meeting, Quito, Ecuador, August The Technical Secretariat of the Network was in charge of Rainforest Alliance Tourism Division s Technical Management until All documentation supporting the technical processes undertaken is available. The ISEAL Code Was partially applied for the establishment of social and environmental standards. RESTRUCTURING OF VERIFICATION STANDARD Rainforest Alliance began in 2010 a strategic planning process to reflect in its mission of conserving biodiversity and sustainable livelihoods of people in its work, and to be able to measure efficiently the achieved impacts. The process included developing the organization s overall theory of change and for each of the divisions. Simultaneously at the international level the Global Sustainable Tourism Criteria and the Global Sustainable Tourism Council (GSTC) ( were created as an international accreditation body for sustainable tourism certification programs. Rainforest Alliance is actively involved in shaping the GSTC s board since

4 Both circumstances require a review of the standard that is appropriate to comply with the GSTC and meet the Rainforest Alliance s proposed impacts for the conservation of biodiversity and improvement of sustainable livelihoods. The Verification Standard 2.0 makes explicit the outcomes to be achieved as a result of the implementation of sustainable management at business level and the impacts on destinations. This allows designing assessment systems for these impacts, both for the business and the destination. Another highly relevant change in the Verification Standard 2.0 is the inclusion of Mandatory Criteria (also known as critical criteria), which refer to issues of high importance for sustainability and that every company publicly recognized as sustainable by Rainforest Alliance must fully comply before being recognized by the program. Failure to comply with any of the mandatory indicators or critical criteria, regardless of the overall result of the verification, will become a condition that the company must meet before being recognized by the program and receive any of the benefits that this entails. OBJECTIVE The objective of the Verification Standard 2.0 is organized around three aspects: 1. Biodiversity and ecosystems of sustainable tourism destinations are preserved due to the implementation of sustainable management measures in businesses. These measures address protecting the integrity of ecosystems, the rational use of natural resources, the direct protection of biodiversity, mitigating the negative impact on climate and adaptation of the business and destinations to this phenomenon. 2. The social and cultural development of the communities involved in sustainable tourism is optimized, in order to improve sustainable livelihoods, respect and value local cultures and preserve tangible and intangible cultural heritages. 3. Rainforest Alliance Verified businesses are positioned in international markets as a result of their efficiency and quality of sustainable products and services This is a consequence of implementing a business management system that incorporates the principles of sustainability through 8 management programs. SCOPE OF THE STANDARD Tourism businesses participating in the Rainforest Alliance- Sustainable Tourism Division s Verification Program, will be audited based on the Verification Standard 2.0, starting on June Each of the tourism sectors that Rainforest Alliance addresses (accommodation, tour operators, restaurants and community) will have a specific verification tool, which includes common indicators to all the sectors and specific ones according to the activity. The scope of the verification audit is the physical plant of the business where tourism service activities are developed. It also includes the areas and installations in operational centers that belong to the business. 4

5 The impacts (outcomes) achieved by the implementation of this standard can be measured at two levels: impact on the audited business and impact at the destinations (especially for outcomes in biodiversity protection and enhancement of sustainable livelihoods). STRUCTURE OF THE STANDARD The Verification Standard 2.0 is organized in three fields: business, cultural and environmental. The Business Field organizes its management under the principles of sustainability, through 8 principles that address the key issues for an efficient organization of sustainable enterprises: 1) Sustainable management 4) Safety Management 7) Suppliers Management planning 2) Quality management 5)Communication and 8) Education for Sustainability Marketing Management 3)Human Resources 6)Health in Food and Management beverages services The Socio-cultural Field is organized into 4 principles that address the social aspects of employees and community, as well as respect and rescue heritage and living culture. These principles are: 1) Contribution to local development 3) Respect to Local Cultures and People 2) Legality and Ethics of Labor Practices 4) Rescue and Protection of Historical - Cultural Heritage The Environmental Field serves those aspects of management that impact ecosystems and biodiversity and that relate to climate change. These principles are: 1) Climate Change 5) Protection of Natural Areas 2) Rational Use of Water 6) Pollution 3) Rational Use of Energy 7) Integrated Solid Waste Management 4) Biodiversity Protection All the principles are made operational through criteria and indicators that measure compliance. The indicators and assessment requirements may vary according to the business sector addressed by the verification tool (accommodation, tour operators, restaurants or community enterprises). Mandatory criteria for these sectors were defined. 5

6 2. GENERAL STANDARD FOR TOURISM SERVICES Business Field Principle E.1. Sustainable Management Planning Outcome: The business is managed efficiently through the organization of working programs that include the principles of sustainability (economic, socio-cultural and environmental) Criterion E.1.1. The business documents the key elements of its Sustainability Policy. o Outcome: The sustainable management system works efficiently (maximizes positive impacts and minimizes the negative). o Scope: The business has documented and put together essential elements for planning sustainable business management, defining its vision, mission, values, and sustainability policy. The Mission defines the business task and is linked to a vision with sustainability as its focus, while the values and sustainability policy serve as the reference point for decision making that is related to its business purpose. Criterion E.1.2. The business informs staff and customers about the content and scope of its sustainability policy. o Outcome: The results from the sustainable management programs in place are optimized through the participation and commitment of staff and customers. o Scope: All the elements that make up the sustainability business policy (vision, mission, values, sustainability policy, plans, etc.) are shared among personnel, clients, and third party interests in order to assure that it is understood, applied, and carried out. Various mechanisms are used based on the different audiences, which may include training, discussions, and signage for personnel in the facility and public awareness mechanisms for clients and related third party interests. To ensure the comprehension and effective implementation of the sustainable business policy is the central focus of these efforts. 6

7 Principle E.2. Quality Management Outcome: The quality of products and services meet the needs of customers and the sustainable market. Criterion E.2.1. The business documents its Quality Assurance Program o Outcome: The quality assurance program works efficiently o Scope: The business has documented its quality program, which contains detailed procedures for each effort that is carried out. The Quality Program includes the minimum mechanisms for control of and feedback from operations management in order to measure client satisfaction and plan maintenance activities. The latter is geared toward taking preventative measures instead of corrective ones for all possible scenarios. At its core, the quality program is focused on continued improvement as its main objective, while creating a link among the planning, control, and feedback of the efforts being carried out. Criterion E.2.2. The business monitors periodically the results of its operational and maintenance activities contained within its Quality Program. o Outcome: The performance of maintenance and operational activities are reviewed periodically in order to continuously improve management o Scope: The business implements control mechanisms and monitoring of its operational activities, keeping written records of everything that effects quality management (maintenance, cleanliness, consumables, etc.). Control actions as well as those that derive from them (preventative or corrective), must be documented in the monitoring records for continual processing and formal analysis. Information obtained from control and monitoring records is used to anticipate unforeseen situations by the management, take preventative or corrective measures as deemed necessary, and encourage continuous improvement. 7

8 Criterion E.2.3. The business implements mechanisms to measure customer satisfaction o Outcome: Customer satisfaction is reviewed periodically and incorporated into the continuous improvement of management. o Scope: Utilizing a formal mechanism, the business gathers and analyzes opinions, complaints, comments, or suggestions from clients. This feedback mechanism allows the satisfaction level of its clients to be measured and incorporates preventative or corrective actions to the improvement process. Criterion E.2.4. The business designs and operates its services by ensuring compliance with commonly accepted quality standards. o Outcome: The business quality standards meet market requirements. o Scope: The infrastructure, resources, and goods used by the business when providing services, bring together all the necessary characteristics in order to comply with the standards in the Quality Program and in the Sustainable Business Policy. Beyond amenities and details that the different types of services offered can include, there are minimum requirements in all cases to guarantee quality. Such is the case of a reception area for the clients, facilities for people with disabilities and special needs, access to water apt for human consumption, use of uniforms and identification that allows easy identification of the service personnel and where applicable, the implementation of health and safety measures for food handling. Principle E.3. Human Resources Management Outcome: Business productivity and quality of products and services are maximized through the team s positive performance. Criterion E.3.1. The business documents its Human Resources Management System o Outcome: The Human Resources Management Program is organized and implemented efficiently. o Scope: The business has designed and outlined the different job positions that it has and/or is necessary to operate. These descriptions are formally documented in an organized compendium, which may be in the form of a manual or on index cards for each position. 8

9 In order to efficiently compile a formal job description list, the business has designed and documented formal procedures for hiring, selecting, training, and welcoming new personnel. Efficient application of these procedures allows the company to minimize losses through inefficient processes for integrating and personnel turnover. Criterion E.3.2. The business has a staff training program on technical, operational and sustainable skills. o Outcome: Business productivity and quality of products and services is maximized through the improvement of the staff's skills. o Scope: The business identifies and documents training needs, updates, and technical/professional development for its personnel. Based on the training needs identified, the business has documented its training and development program, which covers operation and technical topics in order to improve the job skills of its personnel, in addition to all those topics related to sustainability (business, environmental, social, cultural, etc.). There are records that show that the business has provided training activities included in their training program. The results and the content of the training plan are evaluated at least annually and are updated keeping in mind how to improve its efficiency and impact on business management. Criterion E.3.3. The business implements a formal system for evaluating staff performance. o Outcome: Staff performance is periodically reviewed and continuously improved upon. o Scope: Using a formal mechanism, the business evaluates the performance of its personnel comparing them against predefined standards and identifying opportunities to strengthen their technical skills. The mechanism also provides fair incentives, manages promotions, etc. 9

10 Principle E.4 Safety Management Outcome: The business ensures the physical integrity of the persons involved in the business management and services. Criterion E.4.1. (Mandatory or Critical Criteria) The business has a security system accordingly to its physical and operational reality. o Outcome: The risks, accidents and incidents are minimized through the implementation of an efficient security system. o Scope: The business has identified and documented the principal risk factors that the operation is exposed to. The risks evaluated include those that may affect clients, personnel, third parties, the facility, and means of transportation and/or systems. Based on the risk factors identified, appropriate prevention, reaction, and contingency plans have been drawn up for each case. The plans include, as a minimum, a detailed description of the strategies and procedures to be followed for each risk, including supplies and equipment necessary for it, as well as means of information that can be used to communicate for all possible users. It must be shown that risks factors as well as prevention and contingency plans have been updated, and, in cases where necessary, updated at least once a month. Criterion E.4.2. The business has the necessary equipment, supplies, devices & legal support to implement the security system. o Outcome: The risks, accidents and incidents are minimized through the implementation of an efficient security system. o Scope: The business has the necessary supplies and equipment to deal with what are deemed the most probable emergencies to be analyzed for risk. At a minimum, there must be supplies to offer first aid, medical kits to deal with common situations, equipment to put out fires such as extinguishers, sprinkler systems, hydrants, and hoses, among others. Transportation means must have emergency and accident prevention equipment based on their nature (i.e. life jackets for boats, seatbelts for cars, etc.). There must always be a means of communication in order to call emergency services when needed. There are valid insurance plans that cover at least civil-type responsibilities. 10

11 Criterion E.4.3. The business informs customers, staff and third parties about its Risk Management and Emergency Plans. o Outcome: The implementation of the security system is maximized through the participation of employees, customers, and third parties. o Scope: The business takes formal action to make sure that its personnel understand the content and how to follow their emergency plans. The business holds discussions, theoretical and practical trainings and drills, to make sure the personnel understands the procedures and strategies established in the emergency plan. There is signage to indicate emergency evacuation routes and potential risk areas. In the latter, temporary risks must be included (i.e. wet floors, maintenance area, etc.). For the clients, the business implements informational and awareness mechanisms that explain how to proceed in the event of an emergency. Criterion E.4.4. The business implements specific security measures in the kitchen area for the prevention of accidents. o Outcome: Accidents in the kitchen area are prevented through the implementation of security measures. o Scope: The business takes steps to prevent accidents in the kitchen area. Risk analysis, prevention and emergency plans, as well as supplies and equipment take into account these types of activities. The kitchen facilities are designed and equipped to prevent accidents (i.e. floors with antislip mats, two-way doors, special areas for gas, etc.). Personnel is instructed on how to properly use potentially dangerous equipment or supplies such as knives, disinfectants, ovens, freezers, gas tanks, etc. 11

12 Principle E.5 Communication and Marketing Management Outcome: The business s products and services effectively penetrate sustainable markets. Criterion E.5.1. The business implements communication mechanisms to market its brand, features and benefits of its sustainable products and/or services. o Outcome: The business is effectively positioned in the sustainable market through truthful and accurate communications. o Scope: The business has documented its marketing and sales plan, which defines, at a minimum, sales strategies, advertising, and promotion. An advertising strategy has been designed, with at least a logo, slogan, and relevant images. Based on the advertising aspects, materials have been designed to position the business and describes for the clients, efficiently and truthfully, the features of the products and or services offered. These materials must be available in at least two languages (the official language of the country in which the business is based and another language of its choice). The advertising procedures and materials are used to communicate the sustainability of the services offered by the company. Criterion E.5.2. The business ensures that the intermediaries who sell or promote their services do so in a truthful manner, communicating its sustainable features and benefits. o Outcome: The entire commercialization chain guarantees the accuracy of the information that reaches the end customer. o Scope: The business has designed materials and taken steps to assure the truthfulness and accuracy of the features of their sustainable services when they are marketed to third party interests. The business uses every resource available to ensure that the information regarding its sustainable services is clear and complete. Other available alternatives to keep in mind are creating, participating directly in business forums or special fairs, putting together familiarization trips, and even using information technologies related to the Internet and social networks. Criterion E.5.3. The business uses mechanisms to achieve customer loyalty. o Outcome: Customers remain loyal to the business by purchasing products and services again. 12

13 o Scope: The business implements a mechanism that allows information to be documented and manage client relations, based on their profile and expectations. Planning and taking steps to maintain communication with its clients and to promote return visits, or raise awareness of its services in social circles that they are already in contact with. Principle E.6 Health in Food and Beverage Services Outcome: The hygiene of food and beverage products and services is guaranteed. Criterion E.6.1. The business implements concrete actions for the safe and hygienic handling of food and beverages. o Outcome: Customers and employees health is protected by ensuring hygiene in food and beverages. o Scope: The business has documented procedures that ensure proper safety and hygienic handling of foods and kitchen area(s). Regarding real efforts taken, the business carries out, at minimum, periodic checks for water quality for human consumption, processes that ensure the proper and correct rotation of perishable goods and the continuous washing of fruits and vegetables. Complementing the procedures and efforts mentioned above, there is also refrigeration equipment to guarantee that perishable food is properly stored. Criterion E.6.2. The business ensures that the personnel in charge of handling and preparing food and beverages is trained on hygiene and health management. o Outcome: Hygiene in food and beverage products and services is ensured through staff competencies. o Scope: The company takes steps to make sure that all its personnel, as well as third parties with access to the kitchen, are instructed on and follow health and security standards that make the area safe. There are necessary supplies in order to comply with the health and safety standards, as well as information that publically indicate minimum standards that must be followed when in the kitchen(s). Anything that puts the safety of the kitchen area and the food at risk is strictly prohibited by the business. 13

14 Criterion E.6.3. The business implements concrete measures to prevent cross-contamination of food. o Outcome: Sanitation in food and beverages is optimal. o Scope: The business has documented specific procedures and uses utensils and kitchen equipment that prevents the contamination of food. Personnel are instructed on how to apply these procedures and the correct use of available utensils in this area. Criterion E.6.4. The business implements concrete actions for the procurement and storage of supplies. o Outcome: Sanitation in food and beverages is optimal. o Scope: The business stores all of its kitchen supplies keeping in mind the different characteristics of each. The condition of perishable foods is monitored daily in order to anticipate and avoid waste. Ideally, there are storage areas which have adequate conditions and physical features to efficiently preserve food and beverages according to its type. Criterion E.6.5. The business ensures that its kitchen area(s) and equipment is kept clean and free of contamination. o Outcome: Clean kitchen facilities ensure the hygiene in food and beverages. o Scope: Kitchen facilities within the business are designed and equipped in such a way that allows for efficient cleaning. Likewise, there are mechanisms involved for the extraction of vapors, smells, and smoke. Criterion E.6.6. The business plans and implements measures to prevent and control pests. o Outcome: Pest control of food and beverage is ensured through proper sanitation in the facilities. o Scope: The business has documented a plan to prevent infestations, which take into consideration measures that are biological or environmentally friendly. There is evidence that the business personnel have been instructed on how to implement the infestation control plan when needed. 14

15 Principle E.7 Suppliers Management Outcome: Supply chains apply the principles of sustainability, quality and safety. Criterion E.7.1. The business gives preference to suppliers that apply sustainable practices. o Outcome: he commercialization chain is enhanced by the preferential hire of suppliers that apply sustainable practices. o Scope The business takes steps to ensure the preferential hiring of suppliers that follow sustainable practices in their operations, as well as purchasing socially and/or environmentally friendly goods. Regarding regular suppliers, the business has established sustainability and quality parameters that are encouraged and monitored annually to ensure they are in compliance. All hiring and purchases by the company, as well as monitoring sustainability performance and quality of suppliers is based on a formal purchasing and hiring policy in which a specific mechanism is established for evaluation and monitoring. Criterion E.7.2. The business gives preference to suppliers that apply quality and safety practices.. o Outcome: The commercialization chain is enhanced by the preferential hire of suppliers that apply quality and safety practices. o Scope: Based on its purchasing and hiring policy, the business takes concrete steps to give preference to suppliers that apply formal criteria to guarantee quality, safety, and when applicable, the healthiness of food goods. Its supplier monitoring system is also used to encourage changes in the practices of its regular suppliers, and supporting the implementation of practices and formal quality criteria. 15

16 Principle E.8 Education for Sustainability Outcome: Citizens adopt consumption and living behaviors based on sustainable principles. Criterion E.8.1. The business documents its Education for Sustainability Program.. o Outcome: The Education for Sustainability Program is implemented efficiently. o Scope: The business has documented its education program on sustainability, which defines the methodologies and specific activities for each type of audiences (clients, personnel, locals, etc.). In order to implement its sustainability education program, the business has materials developed by trust worthy and professional sources that are relevant for the area. Criterion E.8.2. The business implements concrete actions on sustainability education targeted to customers and communities. o Outcome: Citizens consumption and living behaviors are guided by sustainable principles. o Scope: The business takes concrete steps to educate its clients and neighboring communities about sustainability, raising awareness and promoting participation in local projects of this nature. Participation from different audiences in the sustainable education program activities is monitored to ensure its effectiveness and guarantee continuous improvement. 16

17 Sociocultural Field Principle SC.1. Contribution to Local Development Outcome: The economic and the socio-cultural development of local community is streamlined through business participation. Criterion SC.1.1. The business has operating practices that promote local economic development. o Outcome: The local economy is improved through the business' operating practices. o Scope: The business takes steps to meet the needs of its personnel, supplies, and services, giving priority to that which the local area has to offer. Other actions included are making sure its personnel is made up of local community members and hiring locals to fill available job positions, contracting services, and purchasing goods that are locally produced. The business also uses its facility to promote among its clients and personnel the hiring of goods and services from the local community. All things related to contracting services and purchasing goods, in addition to the local element, are that these are carried out by the business in a sustainable fashion. Criterion SC.1.2. The business supports activities promoting the social development of its local community. o Outcome: The socio-cultural development is improved through the business operating practices. o Scope: The business actively participates in efforts to promote social and cultural development of the local community. Records are kept of participation in planning and developing artistic, sporting or social benefitting events for the local community through contributions financially or otherwise, to carry out community projects and promote participation from its personnel in these types of initiatives. 17

18 Principle SC.2 Legality and Ethics of Labor Practices Outcome: The welfare of employees is improved through working practices that meet legal and ethical principles. Criterion SC.2.1. (Mandatory or Critical Criteria) The business implements work practices that comply with national and international legislation. o Outcome: The working conditions of staff are in line with national and international legislation. o Scope: The business complies with following labor obligations for its personnel that adhere to the law or international agreements when applicable. Other efforts that support ethical management of the business are signing labor contracts that dictate labor relations between the business and its personnel, keeping records that show punctual payment of salaries at the legally established amount, payrolls that show punctual payment into the social security system ensuring that its staff is covered, and records that show compliance with other labor related benefits like paid vacations, bonuses based on the law, extra pay for working overtime, and others. In order to regulate labor relations and anything related to it, the business has documented its in-house work regulations that are understood by its personnel. Criterion SC.2.2. (Mandatory or Critical Criteria) The business ensures equal working conditions for all employees and restricts child labor. o Outcome: Job quality is improved by providing fair working conditions and restricting child labor. o Scope: The business follows labor practices that ensure respect for cultural, race, and gender diversity and encourages appreciation for social diversity, equal opportunity, and safe work conditions, and eliminates all types of discrimination, exploitation, or harassment. In addition to the aforementioned, the business also ensures respect for women s rights particularly women that are pregnant or breast feeding, avoids child labor, and when hiring foreigners, they comply with the national legal requirements. Criterion SC.2.3. (Mandatory or Critical Criteria) The business ensures that working conditions serve the physical and emotional well-being of its employees. o Outcome: Job quality is improved by addressing the physical and emotional wellbeing of employees. 18