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PRESS KIT APARTHOTELS ADAGIO ® 2013 TRADE PRESS

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The aparthotel : an innovative answer to new forms of mobility

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Page 1: PRESS KIT - APARTHOTELS ADAGIO - trade press

PRESS KITAPARTHOTELS ADAGIO®

2013TRADE PRESS

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CONTENTS

EDITORIAL BY MARTINE BALOUKA-VALLETTE I 3

A LEADING BRAND… IN A GROWTH MARKET I 4

No.1 IN EUROPE I 6

NEW DEVELOPMENTS IN 2013: 2 APARTHOTEL OPENINGS IN NORTHERN EUROPE I 7

THE STRENGTH OF A UNIQUE CONCEPT I 8

A RESPONSIBLE PLAYER I 11

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EDITORIALMARTINE BALOUKA-VALLETTE,CHIEF EXECUTIVE OFFICER, APARTHOTELS ADAGIO®

“THE APARTHOTEL: AN INNOVATIVE ANSWER TO NEW FORMS OF MOBILITY”The number of aparthotel-type residences has risen steadily in France since 2008, showing thatthis innovative concept definitely has its place among the various accommodation formats on offerto business travellers and families. The fact is that tourism and business travel are taking new forms,which call for new responses. Aparthotels Adagio® are located in the heart of the most popularcities (which are often both business centres and tourist destinations), and offer comfortable livingspaces with associated services, representing an innovative solution for medium and long-staytravellers.We now have a strong network and have embarked on a further phase of our development, withstrong international ambitions. Today’s growing numbers of business travellers need high-performance

accommodation solutions, and the aparthotels market has yet to be built and structured in many markets. In France, ouraparthotel concept, which is already well established, is continuing to develop, both in Paris and in the regions, operatingeither under a management agreement or a franchise. In Europe (the United Kingdom, Germany, etc.), substantial growthpotential remains for urban residences. Lastly, we are also planning to become the market leader in other regions of theworld, such as Latin America, the Middle East and Central Europe.As a result, both in Europe and elsewhere, our development in terms of opening new aparthotels is gathering pace. Andwhile preserving the strength of our concept, we are opening up to other forms of management, by developing franchising.Thus in two years’time, we shall be opening 13 new aparthotels, notably in Abu Dhabi, Fujairah, Dubai and Russia. Anda significant project lies ahead of us in Brazil, where a master franchise agreement signed with Accor will enable us toset up a network of 40 new establishments !

QUOTATIONS“Our development strategy is firmly focused on international expansion. Among the fifty or so projects we are currently working on, we have already identified around thirty international sites. Our target is to have 150 aparthotels in place in 12 countries of the world by 2016.”

“Being able to offer their staff a proper apartment, and a living space of their own, rather than just a hotelroom, represents a real bonus for companies. Today, our Aparthotels Adagio® concept constitutes the bestmedium and long-stay accommodation solution for the business-travellers target segment. This is why it has been so successful throughout Europe and in a growing number of countries around the world.”

“Our concept doesn’t compete with the hotel business model, it complements it: 75 % of our clients book stays with us lasting longer than 4 bed-nights and 45 % book for longer than 10 bed-nights.”

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APARTHOTELS ADAGIO®

THE MARKET LEADER… IN A GROWTH MARKET

TWO SUBSTANTIAL SHAREHOLDERSAparthotels Adagio®, the market leader for aparthotels in Europe, is the result of a joint venture launched in 2007 by twocompanies that are market leaders in their respective business lines: the Pierre & Vacances Center Parcs group, No.1in Europe for holiday residences and Accor, world’s leading hotel operator. Today, the brand can rely on the support andexpertise of these two shareholders as it pursues its ongoing development.

A CONTEMPORARY RESPONSE TO BUSINESS TRAVELLERS’ EXPECTATIONSA BRAND THAT DELIGHTS BUSINESS CUSTOMERS>

Managers working away from home on an assignment, employees moving to a new job or travelling to attend a trade fairor a training course: companies’ needs for medium and long-stay accommodation come in many different forms, both inFrance and at international level. The aparthotel format is particularly well suited to these business travellers’ expectations.According to a study performed in 2012 by Dibs Marketing on behalf of Aparthotels Adagio®, for stays lasting 4 nightsor more, 50 % of travellers say that they prefer this concept to hotel accommodation. Furthermore, in respect of all ofthe criteria that they consider most important – location, quality of the offer, autonomy and quality of services, AparthotelsAdagio® provides effective responses.

A FINANCIALLY ATTRACTIVE SOLUTION FOR PROFESSIONALS>For travel managers and booking staff, the Aparthotels Adagio® concept offers the benefit of satisfying travellers’ expec-tations, but also meets their specific requirements. Tiered pricing keeps accommodation costs under control. For a 30-nightstay, an aparthotel is 30 % cheaper on average than a comparable stay at a hotel in the midscale category. Not to mentionthe savings on catering costs, thanks to the equipped kitchen… this offers clients a greater degree of flexibility: they caneither cater for themselves as they choose, or arrange to have food delivered directly to their apartment or eat out at arestaurant.Working with an approved quality partner makes it possible to implement an accommodation policy that staff will be happyto follow within the company. Lastly, the process of booking and managing an aparthotel is smooth-flowing: all the easeof making a hotel booking, without the drawbacks of a furnished rental (no additional costs, breakage depositor electricitycharges).Tiered pricing from the 4th night onwards is a key advantage: the longer you stay, the less you pay!

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A WINNING POSITIONING>By siting its aparthotels in city centres, Aparthotels Adagio® offer business travellers full autonomy and a high degree offreedom, so that they can enjoy pleasant stays. They can take advantage of a spacious apartment with an equipped kitchen.Furthermore, the hotel services and tiered pricing have been specially designed to meet the needs of this target clientele.

LONG-STAY SERVICES>The brand has designed a number of services specifically tailored to its long-stay customers (staying more than onemonth):• A new search engine has been launched for their benefit. This responsive and impressive tool enables visitors to quickly find the accommodation solution best suited to their needs, whether they are an individual business traveller or benefit from negotiated prices.

• With the Adagio Business Twitter account, @adagio_business, business travellers also receive personalisedaccompaniment during their stays; if they ask a question about the neighbourhood or city they are in(events, retail outlets), the brand will answer promptly.

• On arrival at their selected apartment, they will find a number of thoughtful touches: a Welcome Pack for making a meal from local organic products, and a Serenity Kit comprising cosmetics designed in collaboration with the Kejibrand.

CLEARLY-STATED INTERNATIONAL AMBITIONSThe Aparthotels Adagio® business model is robust and has demonstrated its ability to withstand crises. Consequentlythe brand aims to double the number of its aparthotels by 2016, by opening further establishments in France and inter-nationally, so as to provide its leisure and business clienteles with a network of 150 aparthotels. To achieve this goal, itwill rely on several management models – leasing, franchising, master franchises and management agreements. Franchisinglooks set to undergo particularly strong growth, such that it will represent 30% of the stock within 3 years.

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APARTHOTELS ADAGIO®

No.1 IN EUROPE

APARTHOTELS ADAGIO®, THE BENCHMARK OFFER FOR THE EUROPEAN MARKETWith 10,000 apartments ideally located in the finest cities of 7 European countries, the brand is the market leader foraparthotels in Europe. With more than 600 urban residences listed in 2012, France has one of the most dense networks.However, few structured networks are being developed in Europe’s large countries. In point of fact the Aparthotels Adagio®

concept perfectly matches the needs of medium and long-stay customers. Having these aparthotels located in city centresor, in the case of the Adagio access range, in provincial cities or close to major cities, represents an undeniable asset. Autonomy,comfort and the range of services and prices on offer all match the expectations of business customers.

NEW MANAGEMENT MODELSTo achieve its ambitions, Aparthotels Adagio® is diversifying the approaches it adopts and relying in particular on franchising.For example, to facilitate the process of rapidly establishing itself in Brazil, in March 2012 the brand signed a franchisingagreement with Accor to open 40 Adagio and Adagio access aparthotels nationwide. In the first instance, several Accorhotels that were already established in Brazil changed brand and became Aparthotels Adagio. In Russia, franchising isthe most popular format.

AN AMBITIOUS DEVELOPMENT STRATEGY (Q4 2013-2014)• FRANCE: PARIS ÎLE-DE-FRANCE (PARIS-REUILLY, CLICHY) AND NANCY

• ITALY: ROME

• GERMANY: MUNICH

• BRAZIL: BELO HORIZONTE, CURITIBA, PORTO ALEGRE, SÃO PAULO

• RUSSIA: MOSCOW

• UNITED ARAB EMIRATS: ABU DHABI, DUBAI AND FUJAIRAH.

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20132 FLAGSHIP APARTHOTEL OPENINGS IN NORTHERN EUROPE

JANUARY 2013/ADAGIO KÖLN CITY, AN OUTSTANDING DESTINATION IN GERMANYCologne, a city with a rich historical and cultural heritage, is also playing host to a growing number of European and inter-national events. Located in the heart of the city, just 10 minutes from the railway station and Cologne cathedral, the newAdagio Köln City offers 115 apartments whose original and creative decor takes its inspiration from the graphic codes ofeau de Cologne. Cologne Carnival, the city’s iconic festival makes its presence felt via some of the fixtures and fittings.The aparthotel has also won an award (Preis für nachhaltiges Bauen) for its sustainable construction.

MARCH 2013/ADAGIO LIVERPOOL CITY CENTRE, IN THE CITY OF THE BEATLESLiverpool, the historic birthplace of the Beatles, has been undergoing a full-scale renaissance in terms of urban designand culture, especially since winning the title of European Capital of Culture in 2008. To site 126 apartments in the heartof this great British city, close to Saint George’s Hall, Aparthotels Adagio® chose a building with an impressive history:the Lewis’s Department Store. This building, constructed in 1856, was for many years the city’s largest department store.It was converted while preserving its many listed fixtures, such as the sumptuous mosaic in the store’s former restaurant.

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THE STRENGTH OF A UNIQUE CONCEPT

A DIFFERENT OFFERONE BRAND, TWO RANGES>

To meet all types of expectations more effectively, the brand has created two different ranges: Adagio and Adagio access.The two aparthotel ranges share a number of brand values that unite and define them. Whatever city, apartment or ex-perience they opt for, travellers can be confident of finding 3 distinctive hallmarks: autonomy, respect for life-styles andconviviality.

With a midscale and upscale offer, Adagio is aimed at a clientele that expects comfort and services.Its aparthotels are located in the heart of major cities. Connected, convivial and immersed in their hostcity, they are characterised by their warm atmosphere and the quality of their hospitality. These spaciousand contemporary apartments (ranging from studios sleeping 2 through to 2-bedroom apartmentssleeping 6) offer modular equipment and hotel services, and tiered pricing from the 4th night onwards.

Adagio access is an economy segment offer, aimed at a clientele looking for affordable prices combinedwith a functional and comfortable environment. The aparthotels in this range offer apartments rangingfrom studios sleeping 2 through to 1-bedroom apartments sleeping 4, so that guests can live as theychoose, taking advantage of a smart accommodation offer, which always comes with tiered pricing fromthe 4th night onwards.

APARTMENTS AND SERVICESA SPACE TO SUIT EVERYONE>

The highly modular fittings invite everyone to appropriate their apartment for themselves and create their own space, inline with their habits and desires. An equipped kitchen in each apartment allows guests to keep to their normal eatinghabits, to save money or to simply enjoy a gourmet break and relax after a hard day’s work! Lastly, all apartments areequipped with an Internet connection, so that guests can stay in touch with their own private and professional contacts.

STUDIOS SLEEPING 1 OR 2Between 20 and 25m²

IDEAL FOR: Consultants working away

from home on an assignment, expatri-

ates or employees receiving training who

are looking for an accommodation solu-

tion lasting from a few days through to

several weeks.

EQUIPMENT: One double or 2 single beds

(1 wardrobe bed in some aparthotels),

equipped kitchen, bathroom with bath

or shower, toilet, heated towel rail,

cupboards, television with an extensive

choice of national and international

channels, desk with telephone line,

Internet.

BEDROOM APARTMENT SLEEPING UP TO 4Between 30 and 45m²

IDEAL FOR: Consultants on a long-stay

assignment, expatriates living in tempo-

rary accommodation.

EQUIPMENT: A separate bedroom with

one double bed or two single beds, lounge

with double sofa bed or pull-out sofa

bed, well-equipped kitchen, bathroom

with bath or shower and separate toilet,

cupboards, television with an extensive

choice of national and international

channels, desk with telephone line,

Internet.

BEDROOM APARTMENT SLEEPING UP TO 6/8Over 45 m²

IDEAL FOR: A temporary accommodation

solution (e.g. for expatriation) with the

family.

EQUIPMENT: Two separate bedrooms

with one double bed or two single beds,

lounge with double sofa bed or pull-out

sofa bed, well-equipped kitchen,

2 bathrooms with bath, shower and

separate toilet, cupboards, television

with an extensive choice of national

and international channels, desk with

telephone line, Internet.

FUNCTIONALITY & MODULARITY

A COMFORTABLE LIVING SPACE

COMFORT & SPACE FOR THE FAMILY

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1 • ADAGIO VIENNA CITY (AUSTRIA)

2 • ADAGIO PARIS OPÉRA (FRANCE)

3 • ADAGIO BRUSSELS CENTRE MONNAIE(BELGIUM)

4 • ADAGIO ACCESS NICE MAGNAN (FRANCE)

5 • ADAGIO ACCESS MARSEILLE PRADO PÉRIER(FRANCE)

1 2

4 5

3

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INCLUDED OR OPTIONAL HOTEL SERVICESINCLUDED SERVICES>

The following services are included in the price of apartments, and do not give rise to any extra costs.

• Reception open 24/7 to welcome guests and provide information (limited opening hours at some Adagio access aparthotels).

• Internet connection in public areas and all apartments.• Daily housekeeping for stays of 1 to 3 nights, weekly housekeeping

for stays of 8 and more nights.• Business corner at Adagio aparthotels.• Fitness, swimming pool in some aparthotels.• Luggage room.• Baby kit: cot and high chair (please book in advance).

OPTIONAL SERVICES>For even greater comfort levels, some services are available as optional extras. They are not included in the price of apartments.

• Buffet breakfast with a wide choice of seasonal and regional products.• Laundry available in most aparthotels: automatic washing machine and clothes dryer.• Dry cleaning service at Adagio aparthotels.• Supplementary housekeeping.• Private car park at some aparthotels.

NEW: EVEN BETTER REWARDS FOR LOYALTYCUSTOMERS OF ADAGIO AND ADAGIO ACCESS CAN NOW TAKE ADVANTAGE OF THE CLUB ACCORHOTELS LOYALTY PROGRAM

WHEN STAYING WITH US ON BUSINESS OR ENJOYING A LEISURE BREAK. THEY WILL BUILD UP POINTS THAT CAN THEN BE

REDEEMED IN ONE OF THE ACCOR GROUP’S 2,700 HOTELS WORLDWIDE.

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APARTHOTELS ADAGIO®

A RESPONSIBLE PLAYER

In its capacity as a market leader, several years ago the brand embarked on an in-depth sustainable development initiative, structured around 4 main themes:

PROXIMITY>The brand is constantly striving to anticipate the needs of travellers and booking staff, and to build strong links with the territories in which its establishments are located.

SETTING AN EXAMPLE>The brand is committed to being a responsible employer and to limiting its environmental impact.

INTEGRATION>Sustainable development is rooted in the company’s daily practices.

INNOVATION & ANTICIPATION>The brand endeavours to anticipate trends so that it can help to secure the future of the planet.

TO PUT THESE PRINCIPLES INTO PRACTICE, IN 2010 THE BRAND BEGAN IMPLEMENTING “ECOLABEL” CERTIFICATION FOR

ITS APARTHOTELS IN THE ADAGIO RANGE. THIS EUROPEAN LABELLING SCHEME COVERS ALL ASPECTS OF AN APARTHOTEL’S

DAY-TO-DAY OPERATION: WATER AND ENERGY CONSUMPTION, WASTE PRODUCTION, USE OF RENEWABLE RESOURCES AND

SUBSTANCES LESS HAZARDOUS TO THE ENVIRONMENT, CONTRIBUTION TO ENVIRONMENTAL EDUCATION, USE OF MORE

ENVIRONMENTALLY-FRIENDLY PRODUCTS AND SERVICES. AT THE PRESENT TIME, ONE HALF OF OUR APARTHOTELS HAVE

BEEN GRANTED APPROVAL TO USE THIS LABEL. WORK ON THE INITIATIVE IS CONTINUING: 80% OF OUR APARTHOTELS

WILL HAVE QUALIFIED BY 2015.

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DISCOVER MORE AND BOOK ONwww.adagio-city.com

PRESS CONTACTSJudy-Gaëlle Ranaivoson +33(0)1.58.21.52.26Alexandre Costes +33(0)1.58.21.64.29

Email: [email protected] area: www.adagio-city.com/press

@ Adagio_officiel

copyrights : F.Peyranne/BETC ; Y.Forestier ; ABACApress ; D.Pitsch ; Studio 3J/PV ; M.Roy/Accor ; F.Rambert/Accor ; R.Rosa/Accor ; E. Mironova/Accor ; G.Erbring/Abacapress ; D.Dunkley/Abacapress ; AE.Thion/PV ; R.Corty/PV ; JN. Lanthiez/Abacapress ; A.Lanneretonne/Abacapress ; Thinkstock