Based on case study of Accor Hotels. It will provide you brief introduction of all category of brands and services as well as history and origin of the Accor Hotels.

1. BY :
ARINDAM MANDAL
ASHU

2. Hotel Stats- Summary

3. Number of Hotels and Location

4. Europe region contributes the largest share of
revenues.
Top 5 Markets/Countries

5. 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

6. 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.

7. • 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.

8. • 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.

9. • 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.

10. • 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

11. BRANDS...

12. Hotel Stats- Brands

15. Strategy

16. 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…

17. Build the the Accor corporate brand
• Accorhotels.com- direct sales
• A|Club rebranded Le Club Accorhotels
• “Open New Frontiers in Hospitality”
Contd...

18. 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

19. Revenue Streams
Upscale & Midrange brands contributes
the largest share of revenues.

20. IGOR ANSOFF’S PRODUCT-MARKET MATRIX

21. Incremental
Innovation
(Technology Perspective)
Administrative
Innovation
(Managerial Perspective)
Market
Penetration
Strategy
Radical
Innovation
(Technology Perspective)
Organizational
Innovation
(Managerial Perspective)
Incremental
Innovation
(Technology Perspective)
Organizational
Innovation
(Managerial Perspective)
Market
Development
Strategy
Radical
Innovation
(Technology Perspective)
Org. + Management
Innovation
(Managerial Perspective)
Diversification
Strategy
Product
Development
Strategy
CURRENT MARKETS NEW MARKETS
CURRENT
PRODUCTS
NEW
PRODUCTS
Product/Market Innovation (PMI) Expansion Grid
Source: Created by Author (06-08-2015), IIM Ranchi