Annual Report 2014-2015 SERHS ENG
description
Transcript of Annual Report 2014-2015 SERHS ENG
informe anual - annual report
2014 | 2015
www.serhs.com
Institutional area
- LetterfromtheChairman.............................................................................................. 6
- SERHS,theleadingtouristgroupinCatalonia..........................................8
> Qualitystampsbydivisions................................................................................. 11
> Brandsbydivisions.....................................................................................................12
- Ontheinside............................................................................................................................ 14
- CorporateSocialResponsibility............................................................................ 16
- Policyofconciliationbetweenworkingandfamilylife.......... 16
- Familiesprogramme..................................................................................................17
- DocumentaryManagementPlan................................................................. 18
- EqualityplansandSocialArea....................................................................... 19
- SERHSleadsthroughtalent............................................................................ 19
- HumanResources................................................................................................................20
- StaffAdministration................................................................................................20
- SafetyandHygiene:losses.................................................................................21
- Training.................................................................................................................................22
- TalentProject................................................................................................................ 23
- SERHSRealEstate..............................................................................................................25
- SERHSEquityandPortfolio......................................................................................25
- Relatedcompanies.............................................................................................................25
- Associatedcompanies....................................................................................................25
Business activities
- LetterfromtheCEO..........................................................................................................26
SERHS Divisions
- SERHSDistribution............................................................................................................30
- SERHSTourism......................................................................................................................34
- SERHSHotels...........................................................................................................................38
- SERHSFood...............................................................................................................................42
- SERHSProjects......................................................................................................................46
- SERHSServices.................................................................................................................... 50
Economic and Financial Information
- Presentation..............................................................................................................................55
- Consolidatedannualaccounts................................................................................56
- Auditors’report.....................................................................................................................57
- Balancesheet.........................................................................................................................59
- Profitandlossaccount.................................................................................................. 60
- Investmentactivity.............................................................................................................. 61
- Operatingincome................................................................................................................62
- Consolidatedinformation............................................................................................63
SummarY
tHiS Year We HaVe StarteD to CeleBrate our 40tH anni-
VerSarY andalthough40yearsaresaidveryquickly,whenyouwant
torememberandgoovereverythingthathashappenedinthistime,you
getcaughtupandfinditverydifficulttobelievethenumberofthingsthat
havehappenedandtheenormousandgrowthwehaveenjoyedasagroup.
Whenwestartedin1975,therewerenoteven20ofusbetweenpartners
andworkersandourinitialcapitalwassomewhatlessthan5,000euros.
Today,betweenpartnersandworkerswenowamounttomorethan4,000,
andtheinitialcapitalof5,000euroshasbecomeanentirelyoutlaidshare
capitalofmorethan100million.
Itistruethat40yearshavepassed,butitmustalsoberemembered
thatwehavehadgoodandpeacefulyears,butwehavealsobeenthrough
crises,someofwhichhavebeenveryhardsuchasthatfrom2008to2015,
whichhasmademanycompaniesofthetouristworldgobankrupt.Not
onlyhavewewithstoodthiscrisis,butwehavealwaysclosedtheyears
Dear shareholders,
SERHSannualreport2014-20156
Ramon Bagó AgullóSERHS Chairman
fourty years with devoted and enthusiastic people have enabled the success of this great adventure that we so excitedly started in 1975.
www.serhs.com
withprofitsandhaveneverstoppedsharingoutdividends
andreleasedsharesamongstourpartners.
Allofthisfillsuswithsatisfaction,andespeciallymyself,
asIhavehadthefortunetobeabletolivethroughthese40
yearswithresponsibilityalongwithcommittedandenthu-
siasticpeoplewhohaveenabledthesuccessof thisgreat
adventurethatwesoexcitedlystartedin1975.
The beginnings of the company were difficult, as we
werestartingoutonanewproject.Suggestingpurchasing
togetherharmedmanyinterestsoftheheadsofbudgeting
inestablishments,whichinfluencedthedecisionoftheper-
sonresponsibleforthebusiness.Inanycase,aswemana-
gedtoconvincetheeasiest,wewerefortunatethatothers
alsoclimbedonboard,considerablyincreasingthenumber
ofpartners.
Oneimportantmomentwaswhen,withaviewtotaking
advantageofthegroup’ssuccess,weturnedtheCo-operati-
veintoaJoinedStockCompanyinordertobeabletogrow
andleavenobodyontheway,forinSERHSwehavealways
consideredpeoplebeforemoney.
Fromhere,companieswerecreatedovertheyears,ot-
hers were brought in and the business divisions we know
todayweregraduallybuilt:SERHSDistribution,SERHSTou-
rism & Hotels, SERHS Food and the corporate support of
SERHSServiceswithHumanResources,Administrationand
Finance,NewTechnologies,SERHSProjectsandInsurance.
WithoutceasingtobeacompanywithaclearCatalancha-
racter,readytoworkeffectivelyandefficiently,todayweare
nowentirelyconsolidated.Wehavenearly1,500partners,
2,500workersandpowerfuldirectorsstronglycommitted
tothegrowthobjectives. Toallof thesefactors,wehave
toaddourdeterminedwager(nowformanyyears)onnew
technologies,whichleavesusattheforefrontofthemost
developedcompaniesonthemarket.
Itisforallofthisthatwearehighlyoptimisticaboutour
futureperspectives.Ifwenowlookbackandaresurprised
atwhatwehavedoneinfourdecades,wewillalsobesurpri-
sedhowfarwecandevelopinthecomingfiveyears.
Thankyou
Ramon Bagó Agulló
SERHSChairman
SERHSannualreport2014-2015 7
Today,betweenpartnersandworkerswenowamounttomorethan4,000,andtheinitialcapitalof5,000euroshasbecomeacompletelyoutlaidsharecapitalofmorethan100million.
Ifwenowlookbackandaresurprisedatwhatwehavedoneinfourdecades,wewillalsobesurprisedhowfarwecandevelopinthecomingfiveyears.
Notonlyhavewewithstoodthiscrisis,butwehavealwaysclosedtheyearswithprofitsandhaveneverstoppedsharingoutdividendsandreleasedsharesamongstourpartners.
www.serhs.com
SerHStHe leaDinG touriSt Group of Catalonia
ThehistoryofSERHSstarted40yearsago,whenagroupofindustrialistsledbyRamonBagó,JosepJanerandCristóbalVillegajoinedforcestoformapurchaseco-operativeandtherebytofaceatimeofcrisisinthetouristbusiness.Fromthismoment,thesuccessofthebusinessformulaallowedthe growth and diversification of the entity’s operations,focusedaboveallonhostelry,restaurantsandgroups.
Fromthentotoday,SERHShasbecometheleadingtouristgroup in Catalonia and has been positioned amongst theleaders in the Spanish state. Structured into different
business divisions (Distribution, Tourism & Hotels, Food,Projects&EquipmentandServices)SerhsisfirmlypresentaroundCataloniaandaroundthewholeofthepeninsularMediterranean Arc, Spain and Brazil. With a total of 51activecompanies,thegroupemploysanaverageof2,500people.
Withmorethan1,400shareholders(40%ofwhomarealsoworkers)andasharecapitalof 102millioneuros,SERHS’consolidated sales amounted to 472 million euros in thelastyear,2014/2015.
8
SERHSconsolidatedsalesreached472
millioneurosin2014/2015.
SiGnifiCant fiGureS
9www.serhs.com
102MEUROSIN
SHARECAPITAL
40,000CUSTOMERS
37DELEGATIONS
OFTHECORPORATION
2,500AVERAGEWORKERS
ONTHEPAYROLL
2,83MMILLIONEUROSIN
DIVIDENDSHARE-OUTIN2015
1,400SHAREHOLDERS
472MILLIONEUROS
INCONSOLIDATEDSALES
from Catalonia to tHe WorlD
www.serhs.com10
Ripoll
Port del Comte
Blanes
Fornells de la Selva
Malgrat de MarSanta Susanna
Pineda de MarCalella
Vilassar de MarBarcelona
Salou
Arnes
Benicarló
Madrid
Torremolinos
Tenerife
Palma de Mallorca
València
Benidorm
CartagenaLorca
TorderaPalafolls
VicSant Hilari Sacalm
Cardona
Arenys de MuntRipollet
Reus
Tarragona
from Catalonia to tHe WorlD
11www.serhs.com
SerHS, SYnonYm of QualitY
ISO 9000:2008 QUALITY MANAGEMENT SYSTEMS
ISO 22000:2005 FOOD SAFETY MANAGEMENT
ISO 14001:2004 ENVIRONMENTAL MANAGEMENT
São Paulo (Brazil)
Pipa (Brazil)
Natal (Brazil)
Canary Islands
CataloniaSpain
BranDS BY DiViSionS SERHSannualreport2014-201512
SerHS - otHer BranDS, proJeCtS, initiatiVeS anD proDuCtS
BranDS BY DiViSionSSERHSannualreport2014-2015 13
on tHe inSiDe SERHSannualreport2014-201514
tHe SHareHolDerS approVe tHe neW StrateGiC plan 2015-2018
SerHS SHareS out DiViDenDS for €2.83 million
tHe Group StartS tHe CeleBrationS of itS 40tH anniVerSarY
AttheGeneralShareholders’Meeting
ofJune,JordiBagó,thegroup’sCEO,
presentedtheStrategicPlanforthe
threeyearperiodfrom2015to2018to
theshareholders.
ThePlan,conceivedtofacethenew
challengesofthefuture,expectsto
increasesalesby20%.
Withacapitalincreaseapprovedbythe
MeetingofShareholdersinOctober
2015,the4,500euroswithwhichSERHS
wasincorporatedin1975havenow
reachedtoday’s102,367,351.20euros
TheBoardofAdministrationofthe
SERHSGroupagreedtoshareout
dividendsandsharesforavalueof
2,834,317.59euros
Forthesixthconsecutiveyear,itwas
chosentoapplythe“dividendchoice”
programme.
- 64.33%oftheshareholderscame
downontheoptionofpurchasing
shares
- theremaining35.67%choseto
receivetheamountofthedividendin
cash.
Thestartinggunwasfiredontheevents
ofthe40yearsofthecorporationwith
the39thSERHSEvening.
Asasymbolicaction,duringthe
39thSERHSEvening(July2015)a
commemorativelithographymadeby
theartistJosepNieblawasunveiled.
Tocelebratetheevent,thegrouphas
planneddifferentactionswhichwill
continueuntilJuly2016.
Oneofthebiggestandmostwidely
attendedeventsofthecelebrationwere
theconcertsputonattheCastellJalpí
inArenysdeMunt.Thecourtyardof
armsfilledonbothdayswithastrongly
familyandtotallycommittedaudience.
ThecourtyardofarmsoftheCastell
Jalpí(ArenysdeMunt)filledover
twodayswithastronglyfamilyand
totallycommittedaudience.
on tHe inSiDe SERHSannualreport2014-2015 15
tHe “SerHS CluB” iS ConSoliDateD aS a platform of DiSCountS anD BenefitS
SerHS innoVation 2015 aWarDS
ThisexclusiveClubforworkersand
shareholdersofthegrouphasnow
reached1,500users.
Withaneverstrongerwagerononline
operations,300discountscanbefound
onthemainbrandsofthemarket.
TheSERHSClubisoneofthecontents
offeredbythe“SERHSApp”whichwas
startedupinDecember2014andis
aimedatworkersandshareholdersof
thecorporationandincludesthemost
interestingcontentoftheSERHSPortal.
Sincetheprojectwasstartedin2013,a
totalof18ideasproposedbytheworkers
ofthegrouphavebeenimplemented.
Forthethirdconsecutiveyear,the
“SERHSInnovationPrizes”weregivento
themostparticipativeworkersandthose
withthebestideasoftheyear.
Thewinnerofthe“SERHS2015League
ofideas”wasXavierGómez(SERHS
Distribution),aftergiving5ideas,6
commentsandreceiving30votes.
Thewinnerofthe“SERHS2015Best
Idea”wasAlexLópez(SERHSServices)
withtheidea“BlaBlaCarSERHS”.The
finalistswereMartaCarrasco(SERHS
Food)withtheidea“Bestchild/monitor
relationshipinschooldininghalls”and
RafaMena(SERHSServices)withthe
idea“SupplyinguserswiththeON/OFF
oftheservers”.
In2016,differentworkstationswillbeset
uptodevelopandstudythefeasibilityof
implementingthesethreeproposals.
Sincethestartofthe“Path
ofIdeas”programme(SERHS
Innovation)in2013,10%of
theproposalsmadebythe
workersoftheGrouphavebeen
implemented.
Corporate SoCial reSponSiBilitY SERHSannualreport2014-201516
poliCY of reConCilinG WorKinG anD familY life
TheSERHSConciliationPlanoffers
workersanextrapackofhours
equivalentto5workingdays.
Withregardtomaternity/paternityleave,
SERHSworkerswhoaremothersand
fathersreceiveoneweekmorethan
whatisstipulatedbylaw.
Untilthechildis12monthsold,
SERHSallowstheworkertoreduce
theirworkingdaybyonehourwhile
maintainingtheirpay.
The1,029applicationsreceived
amountedtoatotalof3,453hours
conceded.
Doctor:40%
Schoolmeeting:7%
PublicAdministrationprocess:5%
Examination:0%
Others:2%
Child’sbirthday:4%
Extendingmaternity/paternityleave:14%
Compactingandreducingtheworkingweekby1hour:19%
Leavetocareforrelatives:6%
Fourweeksbeforethebirth,working75%:3%
TYPEOFREQUEST
Doctor
Schoolmeeting
PublicAdm.process
Examination
Others
Child’sbirthday
Extendingmaternity/paternityleave
Compactingandreducingtheworking
weekby1hourLeavetocarefor
relatives
Fourweeksbeforethebirth,working75%
238
1.368,5
0
480
108
672
90
130
203,5
HORESCONCEDIDES
163
Corporate SoCial reSponSiBilitYSERHSannualreport2014-2015 17
familieS proGramme
SERHSeachyeargivesout50,000
eurosamongstfamilieswithchildren
atschoolage.
The2015programmereceiveda
totalof422applications,64%of
whichwereawarded.
Welcome Baby:Awelcomegifttoallnewborns.
37received–
37awarded
Nurseries:Asubsidyforworkerswithchildrenunder3intheirchargeandenrolledinnurseries.
€12.250€350/help
55received–
35awarded
TOTAL422received–271awarded
School material:Helpwithschoolmaterialforworkerswithchildrenfrom3to17yearsofageatschool.
€21.800€100/help
329received–
218awarded
Higher Education:Grantingofscholarshipstoworkers’childrenstudyingauniversitydegreeorhighervocationaltrainingcycle.
€16.000€500 o 100/help
38received–
18awarded
The“FamilyParty”istheevent
withwhichmostvisibilityis
giventothe‘FamilyProgramme’.
Thisedition,(the11th)was
attendedbyaroundfivehundred
peoplewhowereabletoenjoya
dayintheparkfullofsurprises,
withamagician’sshowincluded.
Corporate SoCial reSponSiBilitY SERHSannualreport2014-201518
DoCumentarY manaGement plan
Inordertoachievea“Paper-free
Office”,SERHSwagersonDocumentary
Management.
Therearecurrentlythreeprojectsup
andrunningtoeliminatepaperfromour
processes.
1. INVOICE DIGITISATION
76%ofthebillsreceivednowcomeinbyelectronicmeans.
Weworkwithseveralplatformstohelpoursupplierstointegratewithoursystems.
EverythingthatSERHSreceivesonpaperismadedigital.Asingledigitalfileaccessibletoallusersreplacesthephysicalpaperfile.
MorethanhalfofthebillsissuedbySERHScompaniesarenowdoneinelectronicformat.
2. DIGITAL WORK FILE
Since2014,workhasbeendonetodigitaliseallpayrollfiles.Since2015,allnewentriesnowhavetheDigitalWorkFilefromthetimetheycomein.
Therearenow5482filesinthisformat.
SERHSDISTRIBUCIÓ 1.100
SERHSTOURISM 641
SERHSHOTELS 933
SERHSFOOD 2.678
SERHSSERVEISCENTRALS 130
TOTAL 5.482
3. ELECTRONIC SIGNATURE and BIOMETRIC SIGNATURE
BothcomplementtheDocumentaryManagementandsubstantiallyhelptomoreeffectivelyimplementtheDocumentaryManagementPlan.Thedocumentsarealreadyondigitalsupportfromorigin
PAPER
E-BILL
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SERHS DISTRIBUCIÓ
SERHS TOURISM
SERHS HOTELS
SERHS FOOD
SERHS PROJECTS
SERHS SERVEIS
TOTAL SERHS
33% 19% 67% 48% 91% 72% 24%
67% 81% 33% 52% 9% 28% 76%
Documentissue
Viewingontablet
Theworkersignsbiometricallyon
thetablet
Themanagersigns
electronically
Directaccesstothedocument
fromtheworker’sportal
Corporate SoCial reSponSiBilitYSERHSannualreport2014-2015 19
eQualitY planS
SerHS leaDS tHrouGH talent
SoCial area
SERHShas5EqualityPlanspublishedin
theRegisterofTheQualityPlansofthe
GovernmentofCataloniainthefollowing
companies:
-SERHSFoodÀreaSL
-EuropeadeCuinatsSL
-SacalmserSL
-ServeisEducatiusiSocialsdelMaresme
-MediterraneumXXSL.
In2015,the7thand8theditionsofthe
“SERHSleadsthroughtalent”project
werecompleted.Inthese8editions(5
years)atotalof55managershavebeen
trained.The9thcallhasalreadystarted
andwillfinishduring2016.
FOOD BANK
EveryyearSERHSincreasesits
donationsofproducttotheFoodBank.
In2015,thefigureamountedtoalmost
30,000eurosofproduct,amountingto
anincreaseof49.36%and183.70%over
2014and2013.
VICENTE FERRER FOUNDATION
Continuingwiththelineofcollaboration
formorethanthelastdecade,SERHS
continueswiththeagreementwiththe
VicenteFerrerFoundation.
Theagreementisshowninthefieldwith
thebuildingofreservoirsforcollecting
rainwater.
20142013
€10.473,08
€19.893,02
€29.712,44
2015
DONATIONS TO THE FOOD BANK
0
4
8
12
16
20
2011 2012 2013 2014 2015
7
5
6 5
6 6
6 6
8
Human reSourCeS SERHSannualreport2014-201520
Staff aDminiStration
Specialisedinadviceanddealingwithoccupationalprocesses,serviceisgiventoall
SERHScompanies,butalsotoexternalcustomers.
Alloftheinformationischannelledthroughthe“SERHSServicePortal”,andonline,
personalised,interactive,confidential,securetoolavailable24/7.
FLEXIBLE COMPENSATION PLAN
ThepurposeoftheFlexibleCompensationPlanliesinthefactthatallSERHSworkers
canchoosehowtheywanttoreceivetheirgrossannualpay(withalimitof30%of
thetotal).
Eachworkercandesignthecompositionoftheirpaypackageanddevotepartofthe
salarytocontractingcertainproductswithsignificanttaxandeconomicbenefits,and
soincreasetheirnetavailability.
InvestmentinFlexibleCompensationPlanProducts= €369.382,57
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SHARES
11%
75%
1% 3%9%
HEALTH INSURANCE
TRAINING RESTAURANTCARD
NURSERY
Human reSourCeSSERHSannualreport2014-2015 21
HealtH anD SafetY
ACCIDENTS
AllaccidentsoccurringinSERHScompaniesin2015werelight.
29.01%oftheselightaccidentsoccurredoutsidetheworkers’workplace.
Ofallofthelightaccidents,13.74%occurredonroute.
ABANTESER ASSOCIATED PREVENTION SERVICE OF THE HOSTELRY SECTOR
TheAbanteserAssociatedPreventionServicespecialisedforthehostelrysector
wascreatedin2013with4participatingcompanies.Itnowhasatotalof25adhered
companiesandanannualaverageof630workers.
RETURN OF SERHS 2015 LOW ACCIDENT BONUS
In2015,fifteenSERHScompanieswererewardedfortheirgoodmanagementin
healthandsafety.
LOCATION OF THE ACCIDENTS
ACCIDENT EN ROUTE
ACCIDENTS IN THE WORK CENTRE
ACCIDENT OUTSIDE THE WORKPLACE
€17.775,7
€2.927,7
€9.386,6
€30.716,7
€626,6
35.000€
30.000€
25.000€
20.000€
15.000€
10.000€
5.000€
0€
SERHS DISTRIBUCIÓ
SERHS SERVEIS
SERHS TOURISM
SERHS HOTELS
TOTAL SERHS
30%
0%
10%
20%
40%
50%
60%
70%
80%
90%
100%
29,01%
57,25%
13,74%
0%SERIOUSACCIDENTS
100%LIGHTACCIDENTS
Human reSourCeS SERHSannualreport2014-201522
traininG SERHSmakesafirmwagerontheskillsofitsemployees.Investmentintrainingis
keyfortheworkerstobepreparedinachangingmarketwithfarmorecompetition
asaresultofgrowinglevelsofglobalisation,technologicaldevelopmentsand
commercialfreedom.
GROUP COMPANIES:
INVESTMENTINTRAINING2015:€282,000
TotalhoursoftrainingdonebySERHSworkers:35,220 hours
Numberoftraininggroups:369 courses
Numberoftrainingparticipants:3960 pupils
%successfulcompletionoftraining:85%
Averageyearlyhoursoftrainingperpupil:13.41 hours
%pupilstrainedbymeansofoure-learningplatform:58%
Pupilstrainedbysubject:
Asspecialistsinserviceforthehostelryandrestaurantsector,theSERHSHuman
Resourcedepartmentcollaboratedingivingandmanagingthetrainingofseveralof
itscustomers:
Totalhoursoftrainingmanaged:2575 hours
Numberoftraininggroups:28 courses
Numberoftrainingparticipants:183 pupils
€100.000
€80.000
€60.000
€40.000
€20.000
€0
SERHS DISTRIBUCIÓ
SERHS TOURISM
SERHS HOTELS
SERHS FOOD
SERHS SERVEIS
€92.690
€29.336
1%
1%
€61.948
€83.808
€14.959
ADMINISTRATIONANDFINANCE
COMMERCIALANDMARKETING
SPECIFICDIVISIONTRAINING
SKILLSANDHUMANRESOURCES
WELCOMEMANUAL
OFFICETECHNOLOGYANDNEWTECHNOLOGIES
TRAININGINATTENDANCE
HEALTHANDSAFETY,QUALITY,ENVIRONMENTANDCORPORATESOCIAL
RESPONSIBILITY
TALENTPROJECT
4%
7%
8%
6%
29%
34%
9%
Human reSourCeSSERHSannualreport2014-2015 23
talent proJeCt SERHShasstartedthefirstphaseoftheHumanResourceStrategicProjectforthe
transformationofthecultureoftheorganisation,whichconsisted:
Ontheonehand,ofimplementingHumanResourceManagementProcesses,
withevencriteriaforthewholeofthecompanywithoutforgettingtheparticular
featuresofeachofthebusinesses,whichassuretheskillsthatSERHSrequires.
Someofthegoalsareachievedare:
Assessmentofmorethan240workposts.
Identificationandanalysisofthetransversalmapsofknowledgeandbusinessin
SERHS,whichwererespectivelyatotalof124transversaland868business.
Analysisanddefinitionofacatalogueof20coreskillsandatotalof85
identifiablebehaviours.
Assessmentofknowledgeandskillsrequiredfortheworkpostofmorethan450
SERHSprofessionals.
Ontheother,thisprojectalsoconsistedofcommunicatingandtrainingmanagers
andBusinessDirectorssothatitmightbethattheywholeadthistransformation
processbyimplementingtheKeyProcessesinHumanResources.
*For2016,itisplannedtostarttheDevelopmentManagementProgrammeforthewholeofthisgroup.
SerHS real eState
This area seeks maximum yield on the assets held bySERHS.Itsactionsfocusonrentingoutfacilities,purcha-se and sale or promoting certain actions on urban andindustrialland.
SerHS eQuitY anD portfolio
GrupSERHS,S.A.istheholderofalargeportfolioofsecu-ritiesandalsotheownerofaseriesofbuildings.Throughitssecurityportfolioithasadominantdirectorindirectparticipationinallofthecompaniesofthegroup.
aSSoCiateD CompanieS: SerHS S / Coop. C. ltDa.
Itsinitialdriveandcooperativeandassociativewillattheserviceofpeoplehaveallowedittocarryoutanintensesocialactivity.Sincethecompanystartednow40yearsago,itsfeelingofbelonging,ofmutualconfidenceanden-deavourhaveledtothedeploymentofmanyinitiativesinthe surroundings of the company, which have achievedwhattodayisknownasSERHS.
relateD CompanieS:
University School of Hostelry and Tourism of Sant Pol de MarThis hotel school founded in 1966 and attached to theUniversityofGeronahasalongtraditionintourist,hotelandgastronomictrainingandmaintainsacloseandreci-procalinstitutionallinkwithSERHS.Thecentre,whichisincluded in the exclusive “Hotel Schools of Distinction”network, isapioneer in itsareaandallows intenseandfruitfulexchangewiththeSERHSgroupofcompanies.
Publintur SAA company engaged in image and communication andgraphicanddigitalproduction,PUBLINTURmaintainsacloseandintenserelationshipandbondwithSERHS.Thisyear,PUBLINTURhasseenhowtheproposedcreationofthe“MuseumofTourism”,auniqueprojectintheworld,hasbecomereality.Italsooffers itscustomersactionsinthefieldofonlinemarketing,withstrategiesthatcanimproveitspresenceontheInternet,sothatthismightbecomeaprofitablere-source.Onethingthatmustbehighlightedisthestartofanewdigitalprintingstationandanelectronicsignservi-ce.Alloftheseareactivitieswhichhaveproducedstrongbusinesssynergiesanddrivenqualityrelationships.
SerHS
This year we are celebrating our 40th anniversary and find ourselvesat a very exciting time of our history, at a time of great changes inorganisation and business models; changes we face with security andbeingveryawareofourhistory,ofourvaluesandofthegreatconfidencethatourshareholderseachdayplaceinallofus.Wealsodosowithgreatresponsibility for our workers, who we thank once more for their dailyefforttobringthisgreatcompanyonwards. Together,withthiseffort,inourhistorywehaveovercomeverylargechangesinthemarket.Wehaverecentlydonesoinastronglychangingenvironment due mainly to the great growth of new technologies, towhichwehavealwaysbeenveryattentive,showingourgreatcapacitytotransforminordertoadapttothem. Thishasall ledustonewwaysofmanagingourbusinesses,andwehavedonesoconsistently,firmly,withgreatvigourandaclearhorizon,whichistobringvaluetothecompany,togivecomforttoourworkersandprofitstoourpartners. Our sights, however, must also be focused on our growth andsustainability.Itisforthisreasonthatwebelieveitisimportanttostartupastrategicplanwhichdefinesthemaster linestobefollowed inthecomingyearsandwhich,atthesametime,guaranteesourfuturegrowth.
faCinG tHe CHallenGeS of tHe future
26
Jordi Bagó Mons SERHSCEO
today one year after the start of the Strategic plan, we can say that we have developed the whole of the organisational part.
SERHSannualreport2014-2015
www.serhs.com
Today,oneyearafterthestartofthisplan,wecansaythatwehavealreadydevelopedthewholeoftheorganisationalpart where, for months, the new Board of AdministrationandMonitoringCommissionhavebeenworking.Theformerwithamuchmoreexecutivefocus,withalloftheexecutivepositions covered and completely integrated in the newexecutiveorganisationoftheGrupSERHS.WithrespecttotheBusinessDivisions,wehavecarriedout a great transformation in all of them. This year, thechallenge we have set ourselves is to consolidate all ofthesechanges.AlsoinlinewiththenewStrategicPlan,wehavemergedthe Tourism and Hotels divisions to allow us to share theknow-how of the wholesale commercialisation with thesalesmanagementandrevenuemanagementofthehotels. In the Tourism division, both the tourist productdistributionmodelandthebehaviourofthecustomerhavechanged radically,which is something that is jeopardisingthe intermediation role we had always had as SERHSTourism.OurprojectinSERHSTourismthereforepassesthroughthetransformationofamodelofpureintermediationintoamodelwhichgivesvaluetothehotelsandtoourcustomers.Thiswillgiveusaverysignificantcompetitiveedgeinthecomingyearsandwillallowustocoveramarketnichewhichtodayisstillpending. We are clearly setting the target of becoming thecommercial arm of many holiday hotels: 1) thanks to ourcapillarity to reach the international markets, 2) to ourknowledgeoftheproduct,and3)abovealltoourpowerfultechnological platform, which covers needs that manyhotelsareunabletoachieveindividually.Thisisaprojectthatwewillimplementthroughoutthecountryandwhichwillgiveusmuchsenseinthemarketoftouristdistribution,amarketwhich,aseveryoneknows,hassufferedgreatchangeinrecentyears. In theHotelsDivision,ourstrongwageronBarcelona
hasturnedouttobeentirelytherightdecision.Todaywehavethreehotelsandwearelookingfornewopportunitieswhich,thoughnoteasytofind,wearesurewewillachievethroughourprestige.Thisyearwearealreadybeginningtoseeimprovementsin theCatalanmarketandweare thereforesure that thegrowthwehaveseeninthelastyearintheRuralVillageswillbeconsolidatedandgrowagainincomingyears. Our hotel in Brazil will enjoy another record year inemployment, turnover and profitability. The weakness ofthe currency has helped to increase the interior terroristmovement.This,associatedwiththedifficultyofcreatinganewhotelofferinthecountry,meansthattherevaluationandgrowthofourhotelbusinessareguaranteed. In theDistributiondivision, it isobviousthatthefoodanddrinksdistributionmarketintheHorecachannelisalsoaffectedbygreatchanges.Foryearsthegradualdestructionofrestaurantpointshascontinuedalongsidethegrowthoforganisedrestaurant.Thesituationprovidesuswithgreatopportunitiesforgrowth,as inSERHSDistributionwearepartnersofthebestmanufacturersoffood,drinks,cleaningand coffee products for the Horeca channel. With ourcapacitytoreachthecustomerandourextensiveproductportfolio,wearethereforeinthebestpositions. For this reason, and following the recent marketmovements, we have also seen the chance to merger allof our distributors into a single company. Efficiencies,scalability and our market positioning distinguish usstronglyfromtherestofourcompetitors. Now, not only do we have a more suitable companyformat, but we also have all of our organisational,operational and commercial structures totally in line andwiththemostadvancedmanagementandsalestechnologyon the market. Taking advantage of this merger, we arechangingthecomputerplatformtoallowusamuchmoreefficientandmuchmoreprecisemanagementinthesale.Today,SERHSDistributionisthelargestdrinksandfood
27
Thisyearwearecelebratingour40thanniversaryandfindourselvesataveryexcitingtimeofourhistory,atatimeofgreatchangesinorganisationandbusinessmodels.
OurprojectinSERHSTourismthereforepassesthroughthetransformationofamodelofpureintermediationintoamodelwhichgivesvaluetothehotelsandtoourcustomers.
OurhotelinBrazilwillenjoyanotherrecordyearinemployment,turnoverandprofitability.
SERHSannualreport2014-2015
distributorontheSpanishmarketfortheHorecachannel,whichiswhywearesurewewillenjoygreatgrowthinthecomingyears.InSERHSFoodwemadeadeterminedwagermanyyearsago.Atthattime,thewagerwasmadeinordertoseekafactortodistinguishusfromthegreatplayersofthesectorandwhichhasturnedouttobethemostinnovativesystemin group restaurant services at this time in Spain, thankstowhichwe focusonadifferent, innovativemanagementmodelandonewithagreatviewofthefuture.ThiswagertodayisthesystemknownasSINC(SafetyInnovationandNutritionforCollectives),apatentedsystemwe have already implemented in hospitals, schools andhotels, and which is likely to enjoy exponential growth inthe coming years. Today what we foresaw many yearsago isnowconfirmed,which isthatthe5thrangecuisinewouldenduptakingoverasanalternativeinmanymeals,notonlyincollectivesurroundings,butalsointhedomesticenvironment.Butinordertobeabletoseethroughthisproject,whichisnowareality,weneededanewproductionplant,astheonewehavehaduptonowhadbecomesmallandobsolete.We are therefore in the process of building a new foodproduction plant which we expect to open in the comingmonths. This new plant of more than 3,000 square metres ofmorethanfacilitieswillhaveaproductioncapacityofmorethan2,500,000kgayear,fivetimesmorethanthatwhichwehavetoday.
Theplant,whichismuchmoreefficientinallrespects,willallowustocoverthedemandsofourgrowthinthecomingyears.Analysingthebehaviourofthefinancialyear2014/2015,I thinkthatwecanbemoderatelysatisfiedwithwhathashappened and very excited at what is on the way. Ourorganisation has managed to perfectly read all of thevicissitudesthatwehavefoundonthewayandtoanswerthem to the extent of being able to produce a broadlypositive result; and we have done so bearing in mind thedifferentfactsthathavegoneagainstusinthisyear.Thisyearwehavenothadanyextraordinaryimpactsuchasthesaleof thewarehouse inNatal theyearbefore. WehavewithstoodtheseverefallintheRussianmarket,whichhascaused a large loss of turnover for us due to our greatexposure to thismarket. What’smore, theexchangerateof the real with the euro has suffered the devaluation ofaround 40%, which logically harmed our consolidatedaccountswithregardtothedividendsfromBrazil.AsIhavealreadysaidbefore,thebudgetfor2015/2016isnotoneofgreatgrowth.ItisabudgetofconsolidationandstrengthinthebusinessesoftheGrupSERHSinorderto guarantee strong growth after 2016/2017, as we haveprovidedforinourthree-yearstrategicplan.Itisforthisreason,asIsaidatthebeginning,thatwearenowataveryexcitingtime.Wefacegreatopportunitieswhich we are sure to be able to take advantage of, tocontinuetomakethisgreatgroupgrow,bypavingthewayforittocontinueonitslongstringofsuccesses.
SERHSFoodwagersontheSINCsystem,apatentedsystemwehavealreadyimplementedinhospitals,schoolsandhotels,andwhichislikelytoenjoyexponentialgrowthinthecomingyears.
Themergerofallofourdistributorsopensupgreatopportunitiesforus.
TodaywehavethreehotelsinBarcelonaandarelookingfornewopportunities.
www.serhs.com28 SERHSannualreport2014-2015
Ourorganisationhasmanagedtoperfectlyreadallofthevicissitudesthatwehavefoundonthewayandanswerthem.
Wefacegreatopportunitieswhichwearesuretobeabletotakeadvantageof,tocontinuetomakethisgreatgroupgrow.
www.serhs.com 29SERHSannualreport2014-2015
SERHS Distribution is the division ofSERHS which specialises in the com-prehensivedistributionofproductsforthehostelry,restaurantsandgroupsec-tor.Thedivisionisstructuredinaccor-dancewiththeproductsitdistributes,ranging from drinks, coffee, dispens-ing,dryfoodandcleaningproductstofruit, vegetables, 4th range and per-ishable frozen and/or fresh products.
The whole of the activity of SERHSDistributionisaimedatimprovingthemanagement of our customers’ busi-nessbyofferingthemacustomisedtovalue proposal depending on wheth-ertheyareabar,restaurant,hotelorsocial restaurant service. By apply-ingthenewtechnologies,wemanageto be able to offer these proposalsand our customers are able to placetheir orders through our online shop
www.serhsdistribucio.comadaptedtoanykindofmobiledevice.
There is also SERHS Fruits, the com-panyofthedivisionwhichspecialisesindistributingfruitandvegetablesfor
thehostelryandfoodsectors.
SerHS DiStriBution
at Your SerViCe
Distributionofdrinks|food|cleaningproducts|freshandfrozen|coffee|fruitandvegetablesforhostelry,restaurantsandgroups
www.serhsdistribucio.com
5,000PRODUCTREFERENCES
7MBOXESOFPRODUCT
30%OFTHEPURCHASESINSERHSDISTRIBUCION.COMAREALREADYMADEBYMOBILEDEVICE
32MTURNOVERTHROUGHTHEONLINECHANNEL
12MKGOFFRUITANDVEGETABLESDISTRIBUTED
www.serhsdistribucio.com
SERHSDistribution
proposesanewplatform
forinteractionwith
customers.Theonline
shopisconstantly
evolvingaccordingtothe
technologicalandoperative
improvementsappearingat
alltimes.
32
online CHannel: SerHSDiStriBuCio.Com
Inthelastyear,nearly30million
euroswereinvoicedviathewebsite.
Responsiveadaptationconceivedto
improvetheuserexperiencefrom
mobiledevices.
Thelatestimprovementsareaimed
atenhancingtheexclusivebenefits
associatedwithonlineshopping,
promotionaldynamisationand
accelerationofthepurchasing
process.
operational improVementS anD neW purCHaSeS
aGreement to reDuCe Co2
RoutetoMarket.Aprojectwhosemainaimistooperationallyintegratethecommercialactivities.Theaimistodesignthesalesorganisationmoreefficientlyandeffectivelytocarryoutthecommercialstrategy.
Automationofthepurchasingandstockmanagementprocess.Thewholeofthesupplychainismanagedinamoreadvancedandcomprehensiveway.
IncorporationofAlfaDispensingtoincreasetherangeofproductsandservicesofthedivision.Withaportfolioof250customersin1,300dispensingmachines,itsimplementationinthehotelchainsaroundtheMediterraneanArcasfarasAndalusiaishighlighted.
ThecoldspaceisextendedinTarragona.Thespaceisdoubledto3,000cubicmetresthankstoanewfreezingchamberof1,500cubicmetres.TheaimistobeabletoservetheincreaseddemandfromcustomersoftheTerritorialBusinessUnitsoftheCentreandSouthofCatalonia.
TheGovernmentofCatalonia
awardstheCertificateofAdhesion
totheProgrammeofVoluntary
Agreementsforthereductionof
emissionsinSERHSDistribution
(platformsinBarcelonaand
Tarragona),whichwithdifferent
effectiveactionshavemanagedto
reducetheconsumptionofdiesel
andelectricity.
SERHSannualreport2014-2015
www.serhsdistribucio.com 33
SERHSDistributionmergers
the10companiesattached
totheDivisiontogainin
efficiencyandtocontinue
growing.
StrateGiC aGreementS
merGer of tHe CompanieS
Thedivisioncontinuestosign
allianceswiththebestpartnersto
continueofferingitscustomersthe
bestproductsandthegreatestvalue
formoney:
Malongo,CEL,J.GarcíaCarrión
andLactalisaresomeoutstanding
examples.
On1/12/2015,the10companiesoftheDivisionmergedintoasinglemercantilecompany,SERHSDistribucióiLogística,S.L.,creatingthecompanywiththelargestturnoveronthenationalHORECAsectormarket.
Thismergerallowssynergiestobegenerated,improvementsinefficiencyandworkingmethodsamongstthecentralsupport
departmentsandtheoperativeserviceplatformsclosetothecustomers.
Inordertogrowindifferentareasofimplementation,investmentwasmadethroughouttheyearinthesalesnetworkandtechnologicalsupportforsalesandservice,seekinglongertermloyaltywithourcustomers.
SerHS fruitS
SERHSFruitscollaborateinthe
campaigntopromotefruitin
schools,whichispromotedby
theDepartmentofAgriculture,
Livestock,Fisheries,Foodand
NaturalMediumoftheGovernment
ofCatalonia.
NewstorelocationinMercabarna.
Thisspace,inadditiontoimproving
thelogisticefficiencyoftheservice,
isintendedtogrowcommerciallyin
theMetropolitanArea.Itwillallow
coordinationbetweenthecentral
purchasingmanagementandthe
pickingtobedoneforpresent
customersinBarcelona.
SERHSannualreport2014-2015
SERHS Tourism is a leading agencyintheareaofreceivertourism,whichactsasaB2BdistributorandoffersitsservicestotheprincipalinternationaltouroperatorsinthelargestSpanishresorts.ItincludestheRhodasolandIberovacances wholesale agencies,whicharespecialisedinSpain,Portu-galandFrance. Overall itserves1.5million tourists a year thanks to itsportfolioofnearly35,500hotelsandanetworkof9officesonthecoasts,
islandsandincities.
Weare leaders inmarketingholidayhotelsandhaveprojectsconsolidat-ed in urban hotels. Power distribu-tiontechnologyalsoallowsustogivean outstanding service to the morethan 200 portals connected to our
availabilitysystems.
SerHS touriSm
Onlineandofflinereceiveragencyandwholesaleprovider
www.serhstourism.com
3,400MONLINEREQUESTSMANAGED
35,500HOTELSMARKETED
1.5MPASSENGERSAYEARHAVERECEIVEDOURSERVICE
26ISSUINGMARKETS
11,500NATIONALANDINTERNATIONALCUSTOMERSINPORTFOLIO
www.serhstourism.com
WithIberovacancesandRhodasol
Portugal,theaimistostrengthen
SERH’spresenceontheproximity
markets,andespeciallythroughthe
retailchannel.
36
CHannelS anD marKetS
LaunchofIberovacances,thenew
wholesalebrandfortheFrench
marketasapeninsularholiday
specialist.Ithasafullnative
salesteamandanewwebsitewith
integratedB2Bbooking.
Theonlinevideomarketing
campaignwiththesportsperson
FabienPelou(Rugby)achievesa
greatimpactontheFrenchsocial
networks.
LaunchofthenewRhodasol
Portugalwholesalerinorderto
strengthenthesalesnetwork.Itis
presentedontheretailmarketwith
aspecificproductselection,anew
website(www.rhodasol.pt)anda
Portuguesespeakingcallcentrewith
alongtimetable.
Newcommercialagreementswith
operatorsoverEurope(Germany,
Scandinavia,France,Poland,Czech
RepublicandRomania)andAsiatic
operatorswithXMLconnection.
teCHnoloGY Newhotelavailabilitymotor
enablingascalablecostmodel,reply
toanimprovement,fewerincidents,
greateragilityandlargercalculation
capacityforthemostcomplex
operations,amongstotherthings.
NewintegratedChannelManager
(Hotetec).Thisisaplatformwidely
implementedinSpainwhichallows
theavailabilityandpricestobe
receivedinreal-timeandmakesthe
productmanagementsimplerand
moreefficient.
NewGetawaysdevelopment(Hotel
+Activity).Onlinesalesonbooking
platformwithcapacitytotransmitto
customersonline(XML).
SERHSannualreport2014-2015
www.serhstourism.com 37
Preparationofthe2ndstudyof
KeyMarkets:“Travelhabitsand
perceptionsofFrenchtourismin
Catalonia”,wheretheFrenchissuer
isanalysedthroughtheopinionon
thesocialnetworksandthrough
surveys.
proDuCtS anD marKetinG
NewSERHSTourismwebsite.
Renovationofthedivisionsat
websitewherethenewdesignofthe
pageisaccompaniedbyafasterand
easieraccessfromwhichtomanage
bookings.
Co-marketingagreementwiththe
PatronatodeTurismodeAlmuñecar
–LaHerradurainordertoincrease
thedomesticmarketinthearea.
Collaborationwiththeprincipaltour
operatorsoftheSpanishmarketin
ordertopromotethedestination.
RhodasolCatalogues2015:50,000
copiesofthe“MyHotels”catalogue
reaching2,300Spanishtravel
agencies.Furthermore,1,570
agenciesreceive35,000copiesof
the“Circuits”catalogue.
SERHSTourismispresentinthe
mainsectorfairswithitsown
stand(Fitur2015,BITMilan2015,
BTLLisbon2015,DitexAvignon,
ScandinavianTravelMeet,etc).Also
presentatevents,conventions,
roadshowsandfamtripswith
customersandsuppliers.
SERHSannualreport2014-2015
SE
RH
SN
atal
Gra
nd
Ho
tel*
****
(B
rasi
l)
Thisdivisionprovidescustomerswith
a varied holiday leisure offer and
alsoapproachesbusinesscustomers,
who can choose from a wide range
of 14Hotelestablishmentsofdiffer-
ent types and locations. The aim is
to continue to work to increase the
productportfoliowithhotelswiththe
companystampsuchastheRuralVil-
lagesandtostrengthenitspresence
withurbanhotels,withoutforgetting
internationalisation with the search
abroadandalongtheMediterranean
coastline.
SerHS HotelS
momentS full of life
RuralVillages|HolidayHotels|SnowandMountainResorts|UrbanHotels|BeachResortsinBrazil
www.serhshotels.com
290,000ROOMNIGHTSIN2015
656,000STAYSIN2015
1,782INTERNATIONALANDNATIONALROOMS
590PEOPLEINTHEAVERAGETEAM
62MEETINGROOMS
www.serhshotels.com
Astrategicagreementisreached
withanimportantsupplierofhotel
softwareinordertoimplement
integralhotelmanagementsoftware
andChannelManager.
40
CitY HotelS
TheHotelSERHSDelPort(3*)and
theHotelSERHSCarlit(3*)inBarce-
lonaarebroughtinontheAvenida
Paral.lelandCalleDiputació(nearthe
SagradaFamilia)respectivelyasthe
secondandthirdestablishmentsof
thedivisioninthecity.
Withthe48roomsoftheHotelDel
Portand838oftheSERHSCarlit,
SERHSHotelsnowmanages212
roomsinthecityofBarcelona.
Inordertoincreaseoutputper
room,investmentsweremadein
theroomsandcommonareasof
theHotelSERHSRivoliRambla,the
HotelSERHSDelPortandtheHotel
SERHSCarlit.
The128RamblaRestaurantisthe
newgastronomicproposalofthe
HotelSERHSRivoliRamblainthe
heartofthecity.
HotelS in BraZil
BeaCH HotelS
TripAdvisorforthefifthconsecutive
yearawardstheSERHSNatal
GrandHotelwiththeCertificateof
Excellence.Withthisrecognition,
thehotelisincludedintheHallof
Fameoftheprestigiouswebsite.
TheHotelsignificantlyincreasesthe
%ofsalesviaitswebsite.
Refurbishmentandimprovements
aremadetoreceptions,common
areas,furnitureandmorethan40
roomsintheSERHSOasisParkand
SERHSSorraDaurada.
TheRuralVillages,SantHilari
Aventura,theHotelSERHSCarlit,
theHotelSERHSDelPortandthe
EachHotelsoftheDivisionhavenew
websites.Inadditiontothesenew
developments,SERHSHotelsadapts
allofitswebsitestotheresponsive
format,preparedformobiledevices.
HotelSERHSRivoliRambla****(Barcelona)
SERHSannualreport2014-2015
www.serhshotels.com 41
SERHSHotelsintegratesHOTELjuice
initsstructure,specialistsinthe
integralmanagementofdirect
sales(Web,TourOperatorsand
telephone).
VilarS ruralSrural VillaGeS
TheSpanishFederationofLarge
Families(FEFN)backstheRural
VillageswiththeStampofFamily
Tourismashebelievesthatthey
areconceivedespeciallyforfamily
leisureandrest.
TheRuralVillagesforfamilieswith
babieswiththeirnew“Babyfriendly”
stamp:withroomswiththemes,the
establishmentsandactivitiesare
adaptedtotheneedsandfacilities
offamilieswithbabies.
CollaborationagreementwithGrup
Solertooutsourcethemanagement
ofthemaintenanceoftheRural
Villagesandtoincorporatebiomass
plants.
Creationofthenewproductin
value:“Arnesadventureterritory”
(GreenWay,multiadventurepark,
canyoningandironway)atthe
ArnesRuralVillagetoenhance
sportstourism.
Newmanagementmodelforthe
SantHilariAventuraParkrunbythe
teamofSERHSHotels.
“RegalaVilars”:anewonlinestore
forfamilystaygifts.Thee-box
RegalaVilarsArtgiftvoucherstobe
exchangedforbookingsinanyofthe
threeRuralVillages:
http://regala.vilarsrurals.com.
VilarRurald’Arnes****(TerraAlta)
SERHSannualreport2014-2015
SERHS Food offers an integral ser-
viceintheareaoffoodbasedonthe
activity of production and sale of
different food products and bakery,
as well as the activity of managing
restaurants for third-party groups
and institutions as well as catering
servicesforeventsandmacroevents.
Thisoperativedivisionstandsoutfor
itshighqualitystandardsandforits
flexibilityandabilitytoinnovateboth
in the productive processes and its
management infrastructure and ca-
pacity.
Experts in integral restaurant ser-
vices:health,corporate,penitentiary
centres,schools,universities,hotels,
restaurants, sports centres, theme
parksandmore.
SerHS fooD
CompreHenSiVe reStauranteerinG
www.serhsfoodservice.com
23,000MEALSADAYFORGROUPS
500REFERENCESIN5THRANGEPRODUCTS
650,000KGOFPRODUCTIONAYEARINTHEPRODUCTIONPLANTINVILASSARDEMAR
116SCHOOLSMANAGEDBYSERHSFOODEDUCA
www.serhsfoodservice.com
SERHSFoodhasenhanced
itstwobusinesslinesin5th
rangebyseparatingtheSINC
SystemfromtheEUDECFood
product.
44
SinC proDuCt
euDeC proDuCt
neW HeaDQuarterS of tHe Car (HiGH ou-tput CuiSine) anD tHe offiCeS of SerHS fooD
LaunchoftheSINCbrandwithanew
imageandwebsitetostrengthenthe
magnitudeofSafety,Innovationand
Nutritioningrouprestaurants.
ThewholeoftheSINCprojectis
beingdevelopedforoursectorsof
activity:education,health,other
groupsandcorporate.
EUDECProduct:firsteditionof
theEudec“Roadshow”.Campaign
ofvariousworkshopsthroughout
thestatewithdemonstrationsof
productandshowcooking,some
aimedattheelderly,residencesand
healthcare.
TheEudecFood.com
onlinestoreisconsolidatedasa
referencewebsiteofthesector.New
rangeoffrozenvegetablessuitable
forsectorssuchashealthcare,
hostelry,restaurantsandeducation.
LocatedinMataróandwitha
surfacearea4000squaremetres,
theplantwillachieve2,500,000kg
ofannualproductionasopposedto
thepresent650,000kg.
Theflexibleplantwillbeprepared
tomakebetween400and500
references,andadaptedforthe
manufactureofallkindsofallergens.
SerHS fooD eDuCa Launchofthemiddayspaceproject
which,apartfromhighlightingthe
nutritionalanddieteticvalues,
aimstostrengthenthepedagogical
valuesoftheschooldiningroom.
Newcommercialmaterial,depending
onthepartnerformonitoring,
atmosphereanddecorationofdining
rooms.“10causes”project,new
formofmenus,etc.
SERHSannualreport2014-2015
eVentS
CommerCial reStaurantS
www.serhsfoodservice.com
TheCastellJalpíachievesthe
GoldenWeddingAwards,the“Top
5%”ofthelocationsinSpainmost
recommendedandbestappreciated
byweddingcouplesfortheirvalue
formoney,reply,professionalism
andflexibility.
WiththemanagementoftheVall
Parcsportscomplex,ourlineof
commercialrestaurantsfocuseson
growingwithleisurecentres.
ThemanagementofRCDE,FC
BarcelonaandBarcelonaZoo,
withwhichthecontracthasbeen
renewedforafurtheryear,come
intothisarea.
TheTakeEatEasy(WTC)continues
tostrengthenitsofferforbusiness
meetingsandevents.
45
SigningwiththeCatalanAgency
ofConsumptionofthePactfor
celiacpeople,forimproving
labelsonthefoodproductsfor
celiacs.
CHaritY aCtionS SERHSFoodcollaboratedselflessly
indifferentactspromotedbysome
ofitspartners:“Dreamnightat
theZoo”,“UnDiadeNarices”and
the“PutyourHatOn”campaign
oftheFANOCatBarcelonaZoo,or
the“OneDrop,TwoLives”project
(EscolaPiadeBarcelona),amongst
others.
SerHS BaKerY Inlinewiththeinnovationand
growthvaluesofthedivision,SERHS
Bakeryfacesanewstagewitha
renovatedoffer,workingtogivethe
marketanewpremiumrangeline.
Quality,capacitytopersonalise
products,craftknow-how,image,
originalityandinnovationwillbe
theprincipalalliesinachievingits
objectives.
SERHSannualreport2014-2015
Ho
telA
lham
bra
(S
anta
Su
san
na)
SERHSProjectsistheactivitydevotedtosolutionsandequipmentforhostel-ryandgroups.Itsspecialityiskitchenrestaurantprojects.Ithasdevelopedandcarriedoutfunctionaldesignsforprofessional kitchens and restaurantareasadaptedtocurrentregulationsandalsospecialisesindesigningbuf-fets, show cooking, self-service and
barsforallkindsofcustomers.
SERHS Projects wagers on onlinecommercialisationviathewebsite
www.serhsequipments.com,withoneofthelargestrangesofma-chineryforhostelryonthemarket.Inordertoachievealloftheequipmentforanycompanyof thehotel sector,a selection of kitchen menage itemscan also be found, as well as a wideofferoffurniture.Alloftheproductsareguaranteedbythemainmanufac-
turersofthesector.
SerHS proJeCtS
innoVatiVe SolutionS
Specialistsinfoodandbeverageareas
www.serhsequipments.comwww.serhsprojects.com
470PROJECTSPRESENTEDINTHELASTYEAR
1,000MACHINESSOLDEVERYYEAR
70SUPPLIERSOFTHEMARKET’SLEADINGBRANDS
8,800ARTICLESAVAILABLEONTHEWEBSITE
7,000MONTHLYVISITSONAVERAGEAND
1,000REGISTEREDUSERSONTHESERHSEQUIPAMENTSWEBSITE
www.serhsequipments.com - www.serhsprojects.com
Importantrestaurantchainsin
Spaincontinuetoprefertheknow-
howofSERHSProjectsfortheir
expansionprojectsandopeningof
newpremises.
48
online CHannel
reStaurant CHainS
anDorra
SERHSEquipmentsboastsanew
websitewithimprovementsboth
inthedesignandinthefunctional
aspect.Thenewwebsitealso
gainsinintuition,andtheelements
displayedareorganisedinamore
elegantandlessinvasiveway.
NewimageoftheSERHSProject
websiteinaccordancewiththestyle
ofSERHSEquipments,responsive,
simpleandmorevisual.
Giuliani’s,Italianfoodspecialists,
astheyalreadydidwiththeirfirst
establishments,onceagainhas
calledonSERHSProjectsforthe
installationofnewkitchens.
Installationofseveralkitchens
byUDON,theJapanesefastfood
restaurantchain.
Supplyandinstallationofmachinery
andthepremisesoftheTex-Mex
TakeAwayinMadridandCatalonia.
Grandvalira:restaurantandinterior
designprojectoftheRibaescorxada
buildingintheareaofElTarter,
withthecreationofanewimage,
newinteriordistributionandanew
gastronomicoffer,dividingthespace
intotwoatmospheres:FunFoodand
CaféEspresso.
Installationofthekitchenequipment
andbarforthehigh-levelrestaurant
inPasdelaCasa.
AndorraFunFoodRibaescorxada
SERHSannualreport2014-2015
BarCelona CitY anD BarCelona-mareSme CoaSt
maDriD
www.serhsequipments.com - www.serhsprojects.com
NenJesúsJesuitschoolofSant
Gervasi(Barcelona):Worksinthe
kitchenandthediningroomself-
serviceforSERHSFoodEduca.950
boysandgirlsareservedeveryday.
HotelBrummel(Barcelona):
installationofthekitchen,theoffice
andthecafeteriainthisnewhotelin
arehabilitatedbuildingatthefootof
Montjuïc.
HotelRosselló(Barcelona):
installationofthenewkitchen,
buffetandbarofthishotelonthe
leftoftheEixample.
RosamarHoteles(LloretdeMar):
design,supplyandinstallationof
buffetsandshowcookingusing
materialsuchassilestone,white
formicaandflatglassscreens,giving
theprojectamoremodernand
innovativeair.
HotelAlhambra(SantaSusanna):
installationofthenewkitchen,
chambersandbar.A404square
metreindustrialkitchenproject
withaninnovativechambercooling
systemofferinggreatersafetyand
energyefficiency.
Installationofthecookerandarea
behindthecounterofthenew
premisesofthenewandinnovative
restaurantchainBocadillodeJamón
ychampán.
InstallationofthekitchenintheHotel
ApartosuitesJardinesdeSabatini,
andotherrestaurantestablishments
oftheSpanishcapital.
Installationofthecentralkitchen
andchambersoftheFundaciónRais,
aninitiativetogiveemploymentto
thehomeless,whichproduces1,000
mealsaday.
49
Renovationandupdating
oftheimageofthedivision’s
websites.HotelRosamarMarítim(LloretdeMar)
SERHSannualreport2014-2015
SERHS Services, backed by the man-agementoftheGrupSERHS,hassolidknowhowthatwepassontoallofourcustomerstoformacompleteproduct
dossier.
This division represents the corpo-rate managements of SERHS with atransversal jobtowardstherestofthe
group’sbusinessdivisions.
SERHS TIC (Migjorn): Newtechnologies,computerapplica-tionsandtelecommunicationssystems.
Human resources
Insurance
Administration and finance
Real estate services
SerHS SerViCeS
WitHin Your reaCH
Insurance|AdministrationandFinance|NewTechnologies|ComputerApplications
www.serhs.com
4,100UNITOFTECHNOLOGYMANAGED
66,000SALARIESCALCULATEDINONEYEAR
6,500ACTIVEINSURANCEPOLICIES
38,000HOURSOFTRAININGMANAGED
www.serhs.com
300serverslocatedin
4differentdatacentres
(betweenthecompany’s
ownCPDandthose
ofCloudComputing).
52
miGJornSer (SerHS tiC)
Migjornserhasbeen
registeredofficiallyonthe
NationalCommissionof
MarketsandCompetitionasa
telecommunicationsoperatortogive
Internetservices.
Documentarymanagement:
completionofthebiometric
signatureprojectinmobilityforjob
files.
Ournetworkincludes71nodes,
mostofwhichareduplicatedand/
ortriplicated:250unitsintotal
betweenrouters,switches,etc.
Managementof2,200electronic
mailaccountsand2,300mobile
telephonelines.
TheMigjornserteamof
professionalsmanages14,500
technologyincidentsandrequestsa
year.
Creationoftwonewunitsinthe
organisationtodealwiththe
challengesofthefuture:Unitof
Governance,SecurityandQuality
andUnitofTechnologicalR&D+i.
SERHSannualreport2014-2015
HumanSerHS ConSultinG
aSSeGuriS
www.serhs.com
Talentproject:SERHShasstarted
thefirstphaseofthestrategic
humanresourceprojectforthe
transformationoftheorganisational
culture.
The“Technicalandadministrative
managementofthecatering
services”ofSERHSFoodis
recertifiedinaccordancewith
therequirementsoftheOHSAS
18001:2007standard.
TheSERHSFoodcompanies
successfullypassthe2ndlegalaudit
withrespecttothefulfilmentof
standardsofhealthandsafety.
Assegurissignedanagreementwith
theACCAC(AssociationofHoliday
HousesandHostelsofCatalonia)to
offerspecialisedinsurancetomore
than100holidayhousesaround
Catalonia.
AgreementwithAON(market
leadingcompany)allowingAsseguris
tooffercustomersproductsand
unbeatableconditions.
Assegurishas19.2%ofintegral
customers(morethan4contracted
policies)asopposedtothemarket
averageof15%.
Thedensityofpoliciespercustomer
onthemarketstandsat1.5%
whereasthatofAssegurisis2.1%.
53
FifteenSERHScompanies
awardedforthegood
managementinhealth
andsafety.
SERHSannualreport2014-2015
preSentation
This economic and financial information corresponding to the yearclosingat31August2015whichweprovide inthefollowinghasbeenpreparedfromtheaccountregistersofGrupSERHS,S.A.and itssub-sidiariesinordertoshowthetrueandfaithfulimageoftheequity,the
financialsituationandtheresultsoftheConsolidatedGroup.
These consolidated figures are backed by the Faura-Casas Audi-tores-Consultoresfirmofauditorsand,ascanbeseenfromtheiropin-ionattachedbelow,theannualaccountsfortheyear2015expressthetrueandfaithfulimageoftheconsolidatedequityandtheconsolidatedfinancialsituationoftheGrupSERHSanditssubsidiaries,andtheresult
oftheiroperations.
Inthisdossieryoucanfind:
ANNUALACCOUNTSOFTHEGROUP
FinancialStatements(BalanceSheetandResultsAccount).
ReportfromtheAuditors
CONSOLIDATEDINFORMATION
Severalanalysesofimportantaspectsoftheeconomicandfinancial situation.
eConomiC anD finanCial information
55SERHSannualreport2014-2015
www.serhs.com56
SerHS annual aCCountS
FortheeffectsofpreparingtheAnnualAccountofGRUPSERHSS.A.anditssubsidiaries(ConsolidatedGroup),wemustrememberthatthegroupisformedby56activecompanieswhich,groupedintooperativebusinessdivi-sions,presentsthefollowingcomposition:
SERHSDISTRIBUTION 11Companies SERHSTOURISM 3Companies SERHSHOTELS 13Companies SERHSFOOD 9Companies SERHSSERVICESANDNEWTECHNOLOGIES 10Companies SERHSREALESTATE 7Companies SERHSEQUITYANDPORTFOLIO 3Companies
Intheyear2015,thethreeMoroccancompanieslefttheconsolidationpe-rimeterofthegroup(duetothesaleoftheparticipationistothirdparties),andanewcompanyIBEROVACANCES,S.L.(TravelAgency)wasbroughtin,leavingthenumberofcompaniesat56.Howeverthereweremovementsbetweenthedifferentdivisionscausedbytheprocessofrationalisingthenumberofcompaniesbelongingtoeachdivision,andanincreaseinthebusi-nessincertaindivisions.Inapplicationofcurrentregulationsasaresultofthedifferentpercentageparticipationsinthecompaniesformingpartoftheconsolidationperimeter,thisyeardifferentconsolidationprocedureswereused,whichare:
• GLOBAL INTEGRATION method (Companieswithaparticipationofover50%). Theconsolidationmethodusedin2015forallofthecompaniesforming
thegroup,mentionedabove.
• EQUIVALENCE method (Companieswithaparticipationofbetween20%and50%) Companiesconsolidatedbythismethodinthisyear2015were“Viatges
SoliEsquí,SA”(TravelAgency),and“Baciverser,SL”(RealEstateCompa-ny)
Thegroup’sfunctionalcurrencyistheeuro.Asaresultofthegroup’sinternationalisationprocessinrecentyears,Braziliancompanieshavebeenbroughtintotheconsolidationperimeterandthenumberoftransactionswithforeigncustomersandsuppliersusingcurrenciesotherthantheeurohaveincreased.Thismeansthatourgroupcurrentlyworkswiththreediffer-entkindsofcurrency:
• Euros (EUR).-Theprincipalworkingcurrencyofourcompanies.• Dollars (USD).-Thecurrencyinwhichsomeoperationsareperformed
withcountriesoutsidetheEU.• Brazilian Reales (BRL).-Theprincipalworkingcurrencyofourcompa-
niesinBrazil.
ThefactofworkingwithdifferentcurrenciesandusingdifferentaccountingcriteriamakestheprocedureofconsolationmorecomplexduetotheneedtotransformthefinancialstatementsincurrenciesotherthanthefunctionalcurrencyoftheGroup,whichistheeuro,andthiscanproduceconversiondifferenceswithrepercussionsontheequityandresultsoftheyearduetoexchangedifferencesinthetransactions.Since2010,GrupSERHShaspaidtaxunderthesystemofTaxConsolidation,bringingatotalof43subsidiariesintotheconsolidationperimeterinthisyear2015forCorporateTax,and47subsidiariesforVAT.
SERHSannualreport2014-2015
www.serhs.com 57SERHSannualreport2014-2015
www.serhs.com58 SERHSannualreport2014-2015
www.serhs.com 59
ConSoliDateD BalanCe SHeet
ASSETS 31-08-2015 31-08-2014
A) NON-WORKING ASSETS 181.200.206,06 191.636.008,58
I.Intangiblefixedassets 18.066.337,57 17.999.060,54
II.Tangiblefixedassets 125.886.299,68 132.317.209,10
III.Realestateinvestments 6.390.084,17 6.476.609,26
IV.Long-terminvestmentsingroupandassociatedcompanies 574.208,56 573.985,09
V.Long-termfinancialinvestments 8.914.396,96 14.205.621,89
VI.Assetsduetodeferredtax 10.449.490,72 9.144.134,30
VII.ConsolidationGoodwill 10.919.388,40 10.919.388,40
B) WORKING ASSETS 125.792.486,63 139.895.051,08
I.Non-workingassetsheldforsale 5.224.155,73 9.612.266,65
II.Stocks 18.810.862,26 18.156.673,49
III.Commercialdebtorsandotheraccountsreceivable 84.308.249,35 85.471.346,74
IV.Short-terminvestmentsingroupandassociatedcompanies 0,00 0,00
V.Short-termfinancialinvestments 6.809.498,47 3.174.667,37
VI.Short-termdeferrals 2.631.698,29 2.005.007,30
VII.Cashandotherliquidequivalents 8.008.022,53 21.475.089,53
TOTAL ASSETS (A + B) 306.992.692,69 331.531.059,66
LIABILITIES 31-08-2015 31-08-2014
A) NET EQUITY 72.302.289,49 86.547.956,89
A-1)Stockholders’equity 84.164.115,48 87.570.766,88
A-2)Adjustmentsduetochangesinvalue -18.949.364,25 -7.907.413,42
A-3)Subsidies,donationsandlegaciesreceived 0,00 0,00
A-4)Minorityinterests 7.087.538,26 6.884.603,43
B) NON-WORKING LIABILITIES 99.935.833,14 106.051.324,17
I.Long-termprovisions 0,00 0,00
II.Long-termdebts 99.340.412,67 105.455.903,70
III.Long-termdebtswithgroupandassociatedcompanies 0,00 0,00
IV.Liabilitiesduetodeferredtax 595.420,47 595.420,47
V.Long-termdeferrals 0,00 0,00
C. WORKING LIABILITIES 134.754.570,06 138.931.778,60
I.Liabilitiesrelatedtonon-workingassetsheldforsale 0,00 0,00
II.Short-termprovisions 0,00 0,00
III.Short-termdebts 16.452.508,98 15.920.619,00
IV.Short-termdebtswithgroupandassociatedcompanies 0,00 0,00
V.Commercialcreditorsandotheraccountspayable 118.217.877,34 122.899.609,36
VI.Short-termdeferrals 84.183,74 111.550,24
VII.Short-termdebtwithspecialcharacteristics 0,00 0,00
TOTAL NET EQUITY AND LIABILITIES (A + B + C) 306.992.692,69 331.531.059,66
Data expressed in euros.
SERHSannualreport2014-2015
www.serhs.com60
ConSoliDateD profit anD loSS aCCount
31-08-2015 31-08-2014
ON-GOING OPERATIONS
Operation revenue 471.840.053,88 473.304.261,11
a)Netturnover 452.434.028,99 449.883.370,10
a1)Sales 391.896.533,61 389.258.215,02
a2)Services 60.537.495,38 60.625.155,08
b)Otheroperationrevenue 19.406.024,89 23.420.891,01
b1)Accessoryoperationrevenue 17.781.243,78 20.366.119,68
b2)Subsidies 0,00 0,00
b3)Workonrealestate 1.624.781,11 3.054.771,33
Supplies -339.272.039,78 -338.682.530,61
a)Goodsconsumption -339.085.441,81 -338.092.381,88
b)Workdonebyothercompanies -158.910,95 -590.148,73
c)Damage -27.687,02 0,00
Staff expenses -76.485.973,05 -76.824.196,38
a)Wages,salariesandsimilar -59.840.221,64 -60.100.606,52
b)Socialcharges -16.645.751,41 -16.723.589,86
Other operation expenditure -39.623.906,55 -40.579.728,91
a)Externalservices -36.006.087,40 -36.142.271,79
b)Taxes -3.080.269,84 -3.912.447,44
c)Losses,damageandchangingprovisionsduetocommercialoperations -534.698,74 -522.839,85
d)Othercurrentmanagementexpenses -2.850,57 -2.169,83
Fixed asset amortisation -10.196.488,75 -12.039.328,71
Provision surpluses 0,00 0,00
Deterioration and result due to sell-off of fixed assets 3.277.595,79 8.045.818,95
OPERATION RESULT 9.539.241,54 13.224.295,45
Financial revenue 690.905,11 771.326,08
Financial expenditure -8.170.065,56 -9.976.465,92
FINANCIAL RESULT -7.479.160,45 -9.205.139,84
Participation in profits (losses) of companies placed in equivalence 0,00 0,00
PRE-TAX RESULT 2.060.081,09 4.019.155,61
Profit tax 144.797,01 -1.798.589,60
RESULT OF THE YEAR FROM ON-GOING OPERATIONS 2.204.878,10 2.220.566,01
INTERRUPTED OPERATIONS 0,00 0,00
YEAR RESULT 2.204.878,10 2.220.566,01
Data expressed in euros.
SERHSannualreport2014-2015
www.serhs.com 61
inVeStment aCtiVitY
Thepresentcircumstancesofourenvironmentmakeuscautiouswhenun-dertakingnew investments,withoutgivingup those investmentswhichareconsidered essential for the future growth of our businesses. The volumeofinvestmentscarriedoutbyGrupSERHSinthefinancialyear2015wasanoverall6.5millioneuros,mainlyinrecurrentinvestments(newtechnologies,managementapplicationsinourbusinesses,therenewalofvehiclefleet,com-puterequipment,improvementofhotelfacilitiesandstores,andothers).
Analysingtheinvestmentactivityof2015byoperativedivisionsofthegroup,thisbreaksdownasfollows:
2015 INVESTMENT BY DIVISIONS (thousands €)
SERHSDISTRIBUTION 2.408,00
SERHSTOURISM 941,50
SERHSHOTELS 2.243,50
SERHSFOOD 775,00
SERHSSERVICES,REALESTATEANDPORTFOLIO 125,00
TOTAL 6.493,00
INVESTMENT 2015
37,09%
11,94%
1,93%
14,50%
34,55%
SERHSannualreport2014-2015
operation reVenue
www.serhs.com
Thefigureofconsolidatedoperationrevenuefortheyearclosedat31August2015supposedaminimalfallof0.31%withrespecttothepreviousyear,whichweconsidersatisfactorygiventhecircumstancesofthisyearcausedbythefallintheRussianmarket.Webreakdownthisrevenuefigurebythedifferentdivisionsofthegroup:
Division 31/08/2015 31/08/2014
SERHSDISTRIBUTION 177.687 167.868
SERHSTOURISM 209.212 220.788
SERHSHOTELS 33.388 33.407
SERHSFOOD 44.653 43.620
OTHERS(ServicesandEquity) 6.900 7.621
TOTAL 471.840 473.304 Datainthousandsofeuros.
Wenowpresenttheweightofeachofthedivisionsintheoverallconsolidatedrevenueofthegroup.
OPERATING REVENUE BY DIVISIONS
62
1,46%
9,46%
7,08 %
44,34%
37,66%
SERHSannualreport2014-2015
www.serhs.com 63
ItisnecessarytoinsistoncemoreontheimportanceofthestaffoftheGrupSERHs,forthankstotheiractiveparticipationanddailywork,weareabletocontinuetoimproveourproductsandservicesandtomaintainourpositionofleadership.Theevolutionofthestaffinrecentyears,takingthe12monthperiod,hasbeenasfollows:
PERIOD Average Payroll
2011 2.570
2012 2.500
2013 2.524
2014 2.529
2015 2.490
Thecontributiontothenational income,understoodasanindicatorofprosperitynotonlyofthepeopleformingpartofthegroup,butalsoofourcountryingeneral,hasalwaysbeenaprioritypointforattentioninthegroup.Itsevolutioninrecentyearshasbeenasfollows:
YEAR Million euros
2010 88,90
2011 88,60
2012 82,96
2013(January-August) 57,85
2014 84,76
2015 81,63
The following tableshows theevolutionbothof theResultsandof theCashflowandEBITDAoftheyear2015withrespecttothepreviousyear.
Years 2015 2014
EBITDA 20.234 25.263(*)
Extraordinaryresults -499 0
Ordinary gross result 19.735 25.263
Amortisation -10.196 -12.039
Operation result 9.539 13.224
Financial -7.479 -9.205
Pre-tax profit 2.060 4.019
Amortisations 10.196 12.039
Cash flow 12.256 16.058
Data in thousands of euros.
(*) Includesresultduetothesell-offofthewarehouseinBrazil(8.00millioneuros)
ConSoliDateD information
SERHSannualreport2014-2015