Accor

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Accor Group in Travel and Tourism - World

February 2011

Scope of the Report

Travel and Tourism: Accor Group

© Euromonitor International

Scope
• This global company briefing forms part of the wider travel and tourism research that covers the following categories:

TRAVEL AND TOURISM

Tourism flows and spending

Travel accommodation

Transportation

Car rental

Travel retail

Tourist attractions

Health and wellness tourism

Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised

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Travel and Tourism: Accor Group

© Euromonitor International

Strategic Evaluation Competitive Positioning Category and Geographic Opportunities Brand Strategy Operations Recommendations

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Strategic Evaluation

Travel and Tourism: Accor Group

© Euromonitor International

Key company facts
Accor Group
Headquarters: Regional Involvement:

Strong portfolio
• Accor Group is a major global group in hotels, providing

France
Global

Category Involvement: World hotel value share (2010): World hotel value growth (2010):

Hotels, travel retail

services for leisure and business travellers. • The French company is one of the leading hotel chains in Europe. Accor has a diverse portfolio of brands from luxury to budget. Main brands are - Sofitel, Pullman, MGallery, Novotel, Mercure, Suitehotel, Ibis, All Seasons, Etap Hotel, Formule 1, hotelF1 and Motel 6. As at June 2010, Accor had over 4,100 hotels in 90 countries, with nearly 500,000 rooms. Western Europe, the world's largest region for hotels, is its core region.

2.9% 3.8%

Aspirations to become a leader in Europe
• The demerger of its vouchers business in 2010

strengthened the company‟s focus on the hospitality sector. • Accor is emphasising the asset-light operating structures within its luxury and mid-scale hotels. The company expects 450 hotel assets to be restructured between 2010 and 2013 and achieve 40,000 annual new room openings. Accor aims to record EUR1.6 billion cash proceeds from the restructuring of the properties through which it plans to adjust its current debt. Accor also introduced an annual EUR200 million investment plan to support selective regional developments.

Interest in emerging markets
• Aggressive development plans were launched by Accor in

Brazil, China, India and UK throughout 2010.
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Strategic Evaluation

Travel and Tourism: Accor Group

© Euromonitor International

Brand portfolio
• Over the years, Accor has managed to develop

distinctive brands, which are differentiated from each other and from those of its competitors. The company is present in 90 countries around the world. Main brands are - Sofitel, Pullman, MGallery, Novotel, Adagio, Mercure, Suitehotel, Ibis, All Seasons, Etap Hotel, Formule 1, hotelF1 and Motel 6. • Accor has a department which is entirely dedicated to making its brands more easily identifiable and increasing their visibility. It does so by improving customer knowledge and strengthening loyalty programmes. • Mid-range and budget accommodation offer attractive options for the company, as it targets leisure tourism from...
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