accor hotels
TRANSCRIPT
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BY :
ARINDAM MANDALASHU
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Hotel Stats- Summary
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Number of Hotels and Location
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Europe region contributes the largest share of revenues.
Top 5 Markets/Countries
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Company Values• Innovation is our trademark• The spirit of conquest is our growth
engine• Performance is the key to our continued
success• Respect is basis of all our relationships• Trust is the foundation of our
management
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History of the Company• 1967 First Novotel opens in Lille Lesquin. • Creation of Novotel – SIEH by Paul Dubrule
and Gérard Pélisson.• Lille Lesquin• 1974 First ibis opens in Bordeaux• 1975 Acquisition of the 3-star chain, Mercure.
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• 1980 Acquisition of Sofitel, the jewel of 4-star French hotels.
• 1983 Creation of Accor, the new entity counted 440 hotels, 1,500 public or institutional restaurants, 35,000 employees, & a presence in 45 countries.
• 1985 Creation of Formule 1, a new budget chain. Creation of Accor Academy, France’s first corporate university for service activities.
• 1990 Acquisition of the Motel6 chain in the United States. Lenôtre becomes an Accor brand.
• 1991 Compagnie Internationale des Wagons-Lits et du Tourisme (CWL) joined Accor.
• The Etap Hotel chain added another economy hotel to the market.
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• 1999 Accor created the Suitehotel concept: the concept offers 30sq.m. suites
• 2000 The Accor real-time reservation website goes online: accorhotels.com.
• 2002 Opening of the Sofitel Chicago Water Tower and 13 other Sofitel establishments in major international cities. Accor Services acquires Australian HR consulting firm, Davidson Trahaire.
• 2003 The first Ibis opens in China, in the city of Tianjin.• 2004Creation of Groupe Lucien Barrière SAS. Owned 34% by
Accor.• 2005 Opening of the 4,000th hotel, the Novotel Madrid
Sanchinarro.
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• 2006 Sofitel opens a new flagship hotel--the Sofitel Los Angeles.• A major hotel expansion program is rolled out in India to open 5,000
Sofitel, Novotel, Mercure, ibis and Formule1 rooms within 5 years. • Accor launches Pullman, a new upscale brand dedicated to business
travelers. • 2008 Creation of MGallery: a new collection of upscale hotels with a
marked personality. Etap Hotel, the leader in the budget segment, opens its 400th hotel in Europe . Accorhotels.com available free of charge on iPhone. Accor announces a major real estate transaction in the Budget segment in France, with the sale of 158 hotelF1 properties for €272 million.
• 2010 Demerger of Accor’s Hotels and Accor Prepaid Services businesses; Accor Services becomes Edenred.
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• The Suitehotel brand now joins the Novotel family, boasting a new name, Suite Novotel.
• A|Club celebrates its 2nd anniversary with its nearly 5M members .
• Accor will have 100 hotels operating in Greater China after 25 years.
• TripAdvisor customer opinions are now posted on the website.• All Seasons: already 100 hotels in just 3 years! • 2011 UK: Mercure expands with ten new franchised
hotels.• Accor celebrates 25 years of the hospitality industry’s
largest corporate university
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BRANDS...
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Hotel Stats- Brands
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Strategy
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Development Growth• Open 40,000 rooms a year
in 2012 and 2013• Acquisitions account for
5k rooms a year• 80% of development plan
done through management contracts and franchise agreements
• Strong focus in developing countries especially Brazil, India and China.
Strategy…
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Build the the Accor corporate brand• Accorhotels.com- direct sales• A|Club rebranded Le Club Accorhotels• “Open New Frontiers in Hospitality”
Contd...
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Competitive Strengths
Strong Brand and Marketing• Full range of hotel offerings caters to all
customer/market segments• Effective loyalty program launched in September
2008. A|Club has 6 million members.• Recognized trong brand: Sofitel, Mecure, Ibis,
Motel6
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Revenue Streams
Upscale & Midrange brands contributes the largest share of revenues.
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IGOR ANSOFF’S PRODUCT-MARKET MATRIX
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Incremental Innovation
(Technology Perspective)
Administrative Innovation
(Managerial Perspective)
MarketPenetration
Strategy
RadicalInnovation
(Technology Perspective)
Organizational Innovation
(Managerial Perspective)
Incremental Innovation
(Technology Perspective)
OrganizationalInnovation
(Managerial Perspective)
MarketDevelopment
Strategy
RadicalInnovation
(Technology Perspective)
Org. + Management Innovation
(Managerial Perspective)
Diversification Strategy
ProductDevelopment
Strategy
CURRENT MARKETS NEW MARKETS
CURRENTPRODUCT
S
NEWPRODUCT
S
Product/Market Innovation (PMI) Expansion Grid
Source: Created by Author (06-08-2015), IIM Ranchi
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