ACCOR Case Study

ACCOR has developed its portfolio and is now more than a hotel group and includes companies specialising in digital hospitality and event organisation. They describe themselves as “the augmented-hospitality group”. The term “augmented hospitality” means anticipating a customer's every need.

We Are ACCOR

Building on the strength of our teams and our diverse holistic ecosystem of brands, experiences & solutions, we are breaking new ground to shape the hospitality of tomorrow, creating new connections for our guests and driving value for our partners.

Our leadership is bold. Our agility thrives on open innovation and we embrace the new, whether it's diversity, trends, or challenges. As change accelerates, we continually hone our vision of hospitality reinvented, developing how we use spaces and share with the world.

We are a forward-thinking partner that delivers on steadfast commitment thanks to the most diversified & best-performing integrated hospitality ecosystem. Our industry-defining tools catalyze stable growth, driving performance and value. Our global scope and specialist expertise empower those we work with.

ACCOR hospitality is fundamentally about people and our success relies on our Heartists® to deliver the best service, welcome and care for our guests. With people at heart, our world expands. Our culture nurtures empowerment and welcomes everyone with openness.

We are 100% committed to sustainability, with people at the heart of what we do. As such, we strive to make a meaningful impact by unlocking lifestyle experiences and shaping the hospitality of tomorrow - together, with all our stakeholders: Heartists®, owners, partners, guests and communities.

Their hotel operations cover four (4) ranges, Luxury, Premium, Midscale and Economy, with 40 brands.

Watch the following video

It is from the ACCOR website and offers a snapshot of each brand. (9:33)

The following information details the ACCOR brand identity.

^{Source: Accor Essentiel, Feb 2021}

ACCOR–Overview by Brand

The following image is essential. ACCOR categorises the top horizontal segments (Classic, Collections, Lifestyle, Resorts and Regional) as ‘in-demand lifestyle smart concepts’. The vertical details (Luxury, Premium, Midscale, and Economy) indicate the hotel level in the horizontal segments. You will learn more about the differences between the different groups.

^{Image source: Accor Global Development Summary Brochure Q1, 2021}

Examples of this can include:

• Listening to internal and external feedback
• Technological advances
• Paying attention to the differences in local, regional, and global customer needs and desires
• Personalised offers
• Solving problems
• Learning from online reviews
• Defining patterns of a customer journey
• Hiring the right people!

Whether organising upscale events, delivering personalised services, creating unique experiences, or offering digital solutions, Accor's vision of augmented hospitality is not just about planning for tomorrow but designing tomorrow.

^{Source: https://group.accor.com/en/group/who-we-are/key-figures}

ACCOR Hotels offers the most extensive brand portfolio in the hotel industry comprising internationally acclaimed luxury and upper upscale brands, popular midscale and economy brands, in-demand lifestyle imaginative concepts and awe-inspiring renowned resorts. ACCOR Hotels manages serviced residence properties for extended stays branded private residences alongside celebrated hotel brands.

ACCOR has successfully demonstrated responsiveness and commitment to prioritising health and social needs while maintaining its focus on sustainability. This is evident in how Accor managed the global COVID-19 pandemic.

Facts and Figures

The core areas of ACCOR’s hotel business are:

• Front Office
• HR
• Finance
• Revenue Management
• Engineering
• Housekeeping
• Food & Beverage
• Sales & Marketing.

In the Asia Pacific, ACCOR was the first hotel group to exceed 500 hotels. In New Zealand, there are currently 45 hotels that cover over 14 brands, and their hotels are in 13 locations.

It is essential for ACCOR Hotels as a business to create long-term relationships. The more loyalty they can create amongst their customers, the more often they stay and the stronger their business will be. Their popular lifestyle loyalty programme is ‘ALL’, which stands for ACCOR Live Limitless. The long-term relationships developed between Accor and their guests will give them a competitive advantage in a more crowded and competitive marketplace.

ACCOR Overview

The following information demonstrates that ACCOR is a market leader with over 5,100 addresses, including forty (40) brands from luxury to economy. (Be mindful that different sources will promote other figures).

^{Image source: Accor or https://bit.ly/3h3EbOS}

This image demonstrates the countries that ACCOR operates alongside the market share in each continent.

^{Image source: Accor Essentiel, Feb 2021}

ACCOR Worldwide

^{Image source: Accor or https://bit.ly/360ax6S}

ACCOR Distribution Solution

The following image showcases the distribution channels used by the ACCOR Group and its associated brands. Consider the importance of distribution for ACCOR Channels: Direct/Call Centres/Web ACCOR & App/Web Partners and GDS – IDS.

^{Official figures as of the end of 2019. Source: Pullman Brand Development}

^{*All Accor brands excluding recently integrated: Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe}

Luxury Brands

Built over 60 years, ACCOR’s global network of 5,140 hotels covers all market segments – from luxury to economy – with a unique array of contemporary and complementary brands known worldwide.

We will begin by looking at just a selection of some brands within their portfolio.

• The leading French ambassador in international luxury hotels. Sofitel and its ambassadors (employees) link the world with French elegance across a collection of unique addresses. Members of the Sofitel family share a real passion for the art of luxury French-style hospitality, and each Sofitel brand offers a range of unique experiences based on four themes, which are:
  • Embracing and celebrating local culture
  • Showcasing the best gastronomy combined with traditional French techniques
  • Dedication to the art of well-being
  • Passion for classic and contemporary design.

Sofitel is the only French luxury hotel brand with 120 hotels in 45 countries with 30,131 guest rooms. Sofitel offers contemporary hotels and resorts adapted to today’s more demanding and versatile consumers who expect and appreciate beauty, quality, and excellence. Whether situated in the heart of a major city like Paris, London, New York, Shanghai, or Beijing, or nestled away in a country landscape in Morocco, Egypt, French Polynesia or Thailand, each Sofitel property offers a genuine experience of the French “art de vivre”, which translates as art of living.

Two labels have been added to the Sofitel Luxury Hotels brand, sharing the same DNA. They are:

• Sofitel Legend
• SO/Hotels and Resorts.

Sofitel Legend

This is an exclusive collection of historical hotels and palaces. These legendary places are rich with heritage and stories, set like jewels in the cities, creating exceptional experiences and memories. Each Sofitel Legend is a unique gem where heritage meets modernity, infused with French luxury for the ultimate indulgence in the heart of luxury and history. There are five (5) hotels in the Sofitel Legend range, which are:

• Sofitel Legend Metropole Hanoi, Vietnam
• Sofitel Legend The Grand Amsterdam, The Netherlands
• Sofitel Legend Cartagena Santa Clara, Colombia
• Sofitel Legend Old Cataract Aswan, Egypt
• Sofitel Legend Peoples Grand Hotel Xian, China.

The ACCOR group website states that in 2021:

• Over 2,000 Sofitel MyBed™ bedding sets are purchased by guests each year
• Over 8,900 Sofitel pillows are purchased by guests each year
• 120 hotels were branded as Sofitel.

S/O Hotel and Resorts

Built on the renown of Sofitel Luxury Hotels and its unique identity, a subtle blend of French luxury and the best aspects of local culture, the SO/ luxury brand is a vivid cocktail of sophistication and style. An audacious burst of local energy that is both luxurious/playful and edgy that sets the experience apart. Fashionable and social, SO/ is about being the pace to be and be seen. Currently, SO/ has nine (9) hotels in eight (8) countries, with one (1) in Auckland. 91% of the SO/ portfolio outperforms competitors on E- reputation performance score. There are 10+ exciting new addresses in the pipeline.

^{Source: Accor} 

Sofitel’s positioning is based on two (2) strategic pillars:

Design: Sofitel and SO/ join forces with designers, architects and artists who interact with the different places and play with their codes. Talented, creative people who can reinvent the French hotel business and make Sofitel a contemporary brand.

Gastronomy: diversity in tastes features prominently on the chefs’ menus, building bridges between local cuisine and French food heritage. The Sofitel Legend, The Grand Amsterdam restaurant, is called “Bridges” in tribute to the city’s bridges.

The MyBed™ experience is an exclusive bed concept that offers customers restorative sleep-in guest rooms. Created exclusively for Sofitel, it represents Sofitel’s tradition of innovative, elegant design. It is also available for guests to purchase via a website to enjoy the experience at home. The complimentary bathroom refinements extend to a perfumed bath with fragrance products from Hermès or Lanvin.

The Sofitel SoSPAs worldwide offer a selection of the best and most effective health and beauty treatments inspired by time-proven world traditions combined with forefront and refined French cosmetology for an outstandingly deep rejuvenation. SoSPA partners with the world’s most prestigious brands, such as Carita, Cinq Mondes, Gemology, L’Occitane, Sisley, and Thémaé.

Each day, the Sofitel Ambassadors, as employees are called, welcome customers and let them share in the experience of exceptional hospitality and “handmade” service. Among these Ambassadors, the receptionists are passionately devoted to excellence for guests’ satisfaction, whether it’s a friendly hello, a restaurant suggestion, or fulfilling an exceptional request.

The Accor group website states (July 2021) that there are:

• Nine (9) lifestyle luxury addresses, bold & playful
• Ten+ (10+) exciting new addresses in the pipeline, in
• Eight (8) countries.

Watch this video

It is about the SO/Auckland Hotel. (1:18)

Premium Brands

Pullman Hotels and Resorts sit in Accor’s premium brand portfolio, welcoming seasoned international travellers worldwide on business and leisure trips. Pullman is the perfect excellent hotel brand for today's executives: a new generation of four- and five-star hotels for a new generation of sophisticated, highly mobile, and hyper-connected travellers. Premium technology and services break down the boundaries between work and leisure and provide high-intensity experiences. Central locations in major cities of the world, the best professional and sports amenities, timeless, functional design and balanced culinary concepts are some of the features of Pullman Hotels. Pullman is the executive lifestyle premium hotel brand: a new generation of hotels for a new generation of mobile, hyper-connected customers.

The Pullman network has hotels in Auckland and Rotorua, and their objective is to have 50 openings planned by 2025.

^{Source: Why Invest in Pullman Brochure-Accor Global Development Q1, 2021}

This is the market share of Pullman Hotels worldwide (marked in bronze).

^{Image source: Accor or https://bit.ly/360ax6S}

Watch this video

On the Pullman Hotels and Resorts Network. (2:28)

MGallery

MGallery is a collection of premium boutique hotels. Each hotel stylishly sets a unique personality and story that guests can explore throughout their stay. MGallery hotels are inspired by the local essence of the hotel and its own original and authentic story. With 106 hotels globally, each MGallery location leaves guests enriched with emotions that make their stay memorable.

Happiness is made of small moments of life. Moments of rare delight that you must seize when they arrive transform them into unforgettable memories. This "very Epicurean philosophy" is adopted by the hotels of the MGallery Hotel Collection.

Indeed, whatever destination you choose to set sail to, you will have the privilege of discovering, for an exceptional moment, an experience as unique as the unexpected.

The Phoenix Hotel in Yogyakarta, Indonesia, offers a journey “into the past" in a famous Mercedes Benz dating back to 1961 to discover an authentic batik workshop and the secrets of the old fabric dyeing technique.

In Naples, the Palazzo Caracciolo will open the doors of its private collection of figurines from the famous Ferrigno family. A visit is usually unavailable to the public.

At the Hotel Francés in Santo Domingo, Dominican Republic, you will discover the colonial city in a carriage while enjoying a glass of champagne before a romantic candlelit dinner.

Each hotel offers you its very own moment of pleasure. A break inspired by the personality of each hotel where lifestyle, culture and tradition combine to provide you with a cocktail of emotion and happiness like no other. In New Zealand, the MGallery Collection is currently represented by the Hotel St. Moritz in Queenstown and the Hotel Grand Windsor in Auckland.

MGallery will have another 53 new hotels in the pipeline by 2024 in 32 countries* to grow their collection. This selective expansion strategy is premised on choosing exceptional hotels through their location, design, vision, or history in major international business and leisure destinations.

^{Source: Why Invest in Novotel, Accor Global Development (Feb 2020)}

The ACCOR group website states that in July 2021, it had:

• 106 hotels, with
• 11,140 rooms, in
•  33 countries.

This is the market share of the MGallery Hotels worldwide (marked in bronze).

^{Image source: Accor} 

Grand Mercure

Grand Mercure is a premium brand that caters to demanding travellers looking for cultural touchstones and distinctive features in the hotels where they stay.

Grand Mercure combines local characters with a universal sense of hospitality. Tailored by the locals for the locals, each hotel captures the essence of the country’s culture to recreate experiences tailored to the local way of life, whilst guaranteeing premium international standards. In Asia-Pacific, the Middle East and Latin America, Grand Mercure retains the typical traits of each country to ensure that every customer feels at home. Outstanding cultural peculiarities are seamlessly integrated into magnificent locations.

Grand Mercure (Mei Jue) is the brand of Grand Mercure in China. This is the Chinese version of the brand designed to respond to the expectations of Chinese travellers looking for high-quality service. This brand benefits from the know-how in the hospitality field, distribution tools, and the Accor Group's expertise and continues to grow its presence throughout China.

Grand Mercure Apartments: These luxury apartments are an essential part of the portfolio in Australia and New Zealand.

Located in some of the region’s most important cities and resorts, they offer great flexibility and independence for demanding travellers looking for a place to call home for a weekend or a longer stay.

The Accor group website states in July 2021 that it had:

• 57 hotels, with,
• 13,071 rooms,
• in 12 countries.

This is the market share of the Grand Mercure Hotels worldwide (marked in bronze).

^{Image source: Accor or https://bit.ly/360ax6S}

The Sebel

Beautifully designed, The Sebel is a collection of upscale, stylish and spacious personally serviced apartments for experiencing the most inspiring places. With warm and inviting spaces, they embody the sophistication that guests expect. The Sebel offers a high level of living and freedom with impeccable service by Hosts who provide tailored experiences that connect guests to the best of the local destination.

The Sebel provides spacious living where guests can easily relax, settle in, and feel at home in their surroundings whilst enjoying the headspace they wouldn’t usually experience in a hotel. Apartments are furnished with the finest decor, providing separate living areas and a dining table for entertainment or business purposes. Guests enjoy an independent and self-sufficient stay with kitchen and laundry facilities. The two Sebel properties currently in New Zealand are The Sebel Quay West Apartments and The Sebel Viaduct Harbour, both in Auckland.

The Accor group website states in July 2021 that it had:

• 2,149 spaces, in
• 32 properties, in
• 3 countries.

Midscale Brands

Places and people inspire ACCOR’s Midscale brands and are about showcasing lifestyles. They are designed to meet the needs of those travelling alone, as a couple or a family, whether for business or pleasure.

Novotel

Novotel is the historic brand of Accor, where it all started. This international midscale brand offers traveller hotels in the world’s major city centres, business districts and tourist destinations.

Novotel’s comprehensive range of high-standard services contributes to the well-being of both business and leisure travellers. You can find Novotel properties in New Zealand in Auckland, Rotorua, Wellington, Queenstown, Christchurch, Hamilton, and New Plymouth.

Novotel has introduced a ‘Novotel Residential Model’, which consists of Novotel branded residences and serviced residences for sale to individual purchasers.

Novotel constantly reinforces its presence on all continents, opening hotels worldwide. Development plans in the pipeline include another 134 new hotels with a further 29,369 rooms by 2025.

^{Source: Why Invest in Novotel, Accor Global Development (Jun 2020)}

The Accor group website states in July 2021 that it had:

• 542 hotels in every corner of the world, in
• 63 countries, with
• 105,559 rooms.

Watch the following video

Specifically, the Novotel example.

Novotel Suites are the perfect solution for short and medium stays. The 30 sqm suites are flexible spaces with innovative services to meet guests’ needs around the clock. Suite Novotel offers only Suites, which are actual living quarters and can be arranged to suit the guest's needs: an area for sleeping, working, or relaxing. The guest can also stay connected to the outside world thanks to the Suite Box: Internet, telephone to national landlines, videos, and music. The Suite Box is free and unlimited.

Novotel Suites has launched a new generation Suite in response to the changing demands of its guests. This combines high design and innovation. The unique properties in Perpignan, Luxembourg, Malaga, Paris Issy les Moulineaux are all equipped with the new Suite.

This is the market share of Novotel worldwide (marked in bronze).

Mercure

Each Mercure hotel prides itself on having genuinely knowledgeable teams about the city and area in which they are located. The brand’s employees know everything there is to know about local culture, and they advise their guests on the best way to take advantage of all the gems to be found in the region. Every hotel is unique, with its personality, and every detail of the décor tells an authentic story of the locality.

Located in city centres, by the sea or in the mountains, the Mercure network welcomes business and leisure travellers worldwide. Mercure's expansion strategy aims to create a dense network in every country where it operates. In the pipeline are 204 new hotels. This will increase the Mercure room stock by a further 32,443 by 2024.

^{Source: Accor, Brand Presentation A Discovery Guide to Mercure (Feb 2020)}

The Accor group website states in July 2021 that it had:

• 875 hotels, in
• 61 countries, with
• 114,926 rooms.

Watch the following video

Specifically, the Mercure example

This is the market share of Mercure worldwide (marked in bronze).

Aparthotel Adagio

Aparthotels Adagio, No. 1 in Europe, has three ranges within the brand: Adagio, the modern midscale apartments; Adagio access, the affordable economy range and Adagio premium, the upscale apartments. All three ranges offer the comforts and freedom of an apartment with the bonus of services. Located in the heart of cities, they offer modern and spacious apartments and hotel services.

Le Cercle is the welcome area in each aparthotel, a friendly, animated, shared living space. They are stylishly decorated, and guests can use the shared kitchen, play games (table football, billiards, board games) and borrow items from the object library. For families, Aparthotel Adagio has introduced kids’ corners to keep the youngsters entertained and is the European leader in serviced apartments.

The Accor group website states in July 2021 that it had:

• 115 aparthotels, and
• 13,079 apartments, in
• 13 countries, and is
• No. 1 for apartments in Europe.

Watch the following video

Specifically, the VIMEO Aparthotel Adagio example.

(This collection does not feature the Adagio premium range).

This is the market share of Adagio worldwide (marked in bronze).

Economy Brands

ACCOR views comfort as a priceless commodity; with their Economy range, it doesn’t cost the earth. ACCOR’s range of Economy brands, including the new and innovative JO&JOE, has hotels where all ages, needs or budgets can find precisely what they want for the best price.

ibis

The European leader in economy hotels, ibis has been in the hospitality sector since 1974. They are a vibrant brand that offers guests the ultimate comfort: innovative bedding developed by ibis R&D – the Sweet Bed by ibis™; a comfortable, fully equipped room and modern, high-concept public spaces. The brand is shaking up economy hotel standards and presents ibis as lively hubs, ‘lighthouses’ open to everyone where they can sleep, dine, meet new people, or enjoy live music. With care and efficiency, ibis delivers the highest level of service in its category: 24-hour guest services, breakfast from 4:00 am to noon, a snack menu, 24-hour bar service and ibis Kitchen – a modern dining option.

There are five (5) ibis properties in New Zealand: Auckland, Hamilton, Rotorua, Wellington and Christchurch.

The Accor group website states in July 2021 that it had:

• 1,233 hotels worldwide, in
• 67 countries, with
• 156,149 rooms, and
• 21,397 rooms in the pipeline.

Watch the following video

Specifically, the ibis example is at the following link.

https://vimeo.com/showcase/3423346

ibis Styles

ibis Styles is a non-standardised, economy brand with many styles and a happy personality. It is mainly managed under franchises and designed for individuals and families travelling for business or leisure. A strong sense of creative design and a playful atmosphere are what travellers find at ibis Styles which deliver simple, trendy, and economical hospitality.

This brand is good-natured, and most importantly, the all-inclusive offer includes the room, breakfast, Wi-Fi internet access and a host of little extras. There is currently just one ibis Styles in New Zealand situated in Invercargill.

The Accor group website states in July 2021 that it had:

• 1,233 hotels worldwide, in • 67 countries, with
• 156,149 rooms, and
• 21,397 rooms in the pipeline.

Watch the following video

Specifically, the ibis Styles example.

https://vimeo.com/showcase/3423346

ibis Budget

ibis Budget is the leading brand in the low-cost hotel segment. This clever, casual brand embodies the values of simplicity and essentialness. Perfect for autonomous travellers, these hotels can be accessed 24 hours a day and offer rooms for one, two or three guests featuring super-soft duvets and fluffy pillows, an XL shower, free Wi-Fi and an all-you-can-eat breakfast buffet. They have a contemporary design and are conveniently located near major routes, airports, and many city centres. There is an ibis budget at Auckland Airport.

The Accor group website states in July 2021 that it was:

• No1 budget hotel brand in Europe, in
• 24 countries, and
• 639 addresses worldwide, with 
• 64,074 rooms.

This is the market share of the entire Ibis Worldwide ibis Styles, and ibis Budget respectively (marked in bronze).

ACCOR operates an asset-light Group, meaning it doesn’t own many hotels in its portfolio. It focuses on hotels operated under management and franchise agreements, representing 96% of its network. (This figure excludes the number of properties owned and leased.) Accor only owns a tiny part of its hotel portfolio.

This graph breaks down the profile of the ownership of ACCOR hotels.

Management Operator Model versus a Hotel Franchise Model

The management operator uses ACCOR to manage the property with an independent hotel owner. In a franchise agreement, the franchisor grants a license to distribute goods or services using their trademarks, trade names, trade styles and business systems. It is a complete “system” of doing business.

The franchisee can receive assistance with site selection, personnel training, business set-up, advertising, and product supply. The franchisor will have manuals and training to teach the new franchisee the systems. In a nutshell, a franchisee invests in a license that gives them access to the franchisor’s expertise, experience, and business method. The franchising model thus enables the development of a network of interdependent business relationships allowing several people to share brand identification, develop a successful business method and establish a strong marketing and distribution system.

The following list by ACCOR details ten (10) reasons why an investor, be the owner or a franchisee, would partner with ACCOR. Consider how the ACCOR franchisee can deliver a consistent and quality visitor experience for the ACCOR brand.

This infographic details specific information about the benefits of ACCOR to a prospective franchisee.

The following infographics detail the support a prospective franchisee would expect from ACCOR.

^{Source: Accor or https://bit.ly/36aeKoF}

Accor’s asset-light model centres around the group’s hotel operations and diversified products and services. It works with hotels it does not own, maximising its revenue through the brands and services it develops for them (marketing, loyalty programmes, distribution systems, etc.). The business model is based on three strategic segments:

• Hotel Services
• Hotel Assets
• New Business.

Hotel Services

This division combines the hotels operated under management and franchise agreements. Its mission is to manage operations at these hotels and provide the best choice of services for partner hotel owners (for example, including strong brands and a robust distribution system). Hotel Services aims to maximise fees, speed up CRM and loyalty-building drives and roll out a strategy in each segment to bolster the Group’s brands.

Hotel Assets

This division comprises the hotels that ACCOR owns or leases. These are mainly in Central Europe through Orbis, where ACCOR holds an 85.8% stake.

New Business

This division has been expanded over the last five years to enhance the ACCOR Group’s expertise and diversify its services. The quoted figures will be slightly outdated, but the model and structure remain the same.

The graphic below illustrates ACCOR’s Business Model, followed by a step-by-step explanation.

ACCOR's Business Model

Click on the headings to explore more about the hotel's business model

ACCOR and Tainui

One of ACCOR’s first and most established partnerships in New Zealand has been with Tainui Group Holdings, whose role is to manage the commercial assets of the Waikato-Tainui people and generate income from them for the betterment of current and future generations of Waikato-Tainui. As part of their development strategy, Tainui Group partnered with Hamilton Council and ACCOR to develop the Novotel and Ibis hotels in Hamilton.

At the time of the Hamilton developments, Accor Asia Pacific Chairman, David Baffsky, said, “I think the collaboration between Tainui Iwi, ACCOR and the council is a reflection of how partnerships and new relations can create opportunities for growth in trade, investment, employment, and importantly, understanding.”

Despite some initial scepticism about the Novotel Tainui Hamilton project in certain quarters, the hotel consistently performed strongly and helped to attract to Hamilton significant conferences, events, sports, and entertainment, as well as a second ACCOR-managed hotel, Ibis Hamilton.

It also led to another joint venture with Auckland International Airport to develop the Novotel Auckland Airport.

“With its prominent position, the joint venture group employed the best designers, who produced a product that the nation can be proud of" says Tainui Group Holdings CEO Mike Pohio. “The Novotel has performed above all expectations, with guest reaction to the distinctive Māori design themes particularly positive. The result was to help transform Auckland Airport from a transport hub to an integrated business and tourist destination in its own right”.

Over 20 years of cooperation, Tainui and ACCOR have developed a close and mutually beneficial relationship based on respect and trust.

The benefits of ACCOR’s partnership with Tainui for both parties are:

ACCOR 

• Economic viability - Tainui is a well-established organisation with vast capital resources
• The partnership enabled further hotel expansion opportunities with ibis and Auckland Airport Novotel coming on board
• Human resources were able to dip into a wider pool of employees who brought with them diversity
• A closer working relationship with the Hamilton City Council 
• Marketing opportunities through a unique partnership focusing on economics and culture.

Tainui

• Utilisation of Accor’s experience to assist in moving into the hospitality sector
• Opportunities for economic rewards. The hotels have been very successful economically. As they are a business, then the bottom line counts here
• Opportunities for Tainui Iwi members to gain viable employment and career advancement opportunities
• The opportunity to promote Māori culture and Māori business acumen.

Loyalty and trust go hand in hand. More and more, they are fast becoming cornerstones to competitive advantage in a world that is changing constantly. Consumers, in general, are looking for relationships with brands that they know, trust, and even come to love.

Building this loyalty and recognition amongst guests is an integral part of ACCOR’s success, and the reality is that loyalty makes excellent business sense. Research shows that it costs 6-7 times more to get a new customer than to keep an existing customer returning.

Part of this loyalty and recognition is driven through ACCOR’s loyalty programme: ALL - ACCOR Live Limitless.

All-ACCOR Live Limitless

ACCOR has integrated a robust network of brands into everyday life to help members earn reward points for everything they do, even when not staying at hotels. Then, they can redeem their points for some ground-breaking moments that money can’t buy – from VIP-privileged experiences at leading music festivals to learning survival skills on a family adventure trip!

There are two parts to the ACCOR loyalty programme.

ACCOR ALL “Classic” membership is accessible to all participants when they join. This status of membership offers:

• Member rates: discounts in more than 3,000 hotels starting with your first reservation
• Advance access to private sales on all.accor.com
• Online check-in, fast check-out.

ACCOR Plus differs slightly, as participants buy an annual membership. However, there is a renewal fee of NZD$379*. This fee can vary depending on the country and the exchange rate at the time. This part of the loyalty programme offers four-tier statuses according to the number of status nights spent or status points earned over a calendar year (from January to December).

ACCOR Plus gives participants one free night to Explorer and Discovery members on signing up at the partner property. Also, there are discounts on food and beverage (F&B), best available room rates, and possible upgrades, subject to availability and frequency of visits. Benefits are at the discretion of the respective hotel property.

* The renewal fee is correct as of Feb 2021.

The following table illustrates an overview of benefits and costs. (According to the ACCOR Plus website, “one card gives you exclusive benefits across 20 countries, 1,000 hotels and over 1,400 restaurants in Asia Pacific”.

The status tiers are:

1. Classic
2. Silver
3. Gold
4. Platinum leading up to
5. Diamond.

From Classic to Diamond, the more members stay at ACCOR hotels, the more they earn and the more VIP they become.

Benefits and Rewards

ALL invites guests to explore the world and gain status-based benefits as soon as they join the programme. The tiers are specially designed to offer members the VIP treatment they deserve. As well as receiving special guest privileges, guests can use accumulated points towards hotel bookings, car hire, partner rewards and frequent flyer programmes.

• Best price guarantee when booking directly on all.accor.com with up to 25% extra off
• Suite night upgrades for Premium tiers
• Room upgrades from Gold status, subject to availability on arrival
• Free nights, starting from 2,000 reward points (subject to availability).

Dining Offer: ALL members can earn reward points when they dine out or have a drink at participating restaurants and bars.

Partners: Reward points are highly flexible, allowing members to earn and redeem points every day, everywhere. You can treat yourself to exclusive offers, points and discounts at selected retail partners, car rental companies (which include Hertz, Avis and Europcar) and airline partners such as Qatar Airways and Air France-KLM. ALL is the only loyalty programme that offers complete flexibility to use points with no blackout dates. The following contains a high-level overview of the membership benefits, depending on tier status, i.e. Classic, Silver, Gold, etc.

This infographic supports the membership benefits:

^{Source: Accor or https://bit.ly/3dJLpFx}

Click on the following short URL, showing a clearer web page of the above images.

https://bit.ly/3dvE4u5

Values

Values are what you believe are essential in how you live and work. They (should) determine your priorities; deep down, they're probably the measures you use to tell if your life is turning out how you want it to.

When your actions and behaviour match your values, life is usually good – you're satisfied and content. But when these don't align with your values, that's when things feel wrong. This can be a natural source of unhappiness. Making a conscious effort to identify your values is so essential.

Values exist, whether you recognise them or not. When you acknowledge your values and make plans and decisions honouring them, life can be much easier.

If you value family but must work 70-hour weeks in your job, will you feel internal stress and conflict? And if you don't value competition and work in a highly competitive sales environment, are you likely to be satisfied with your job?

In these situations, understanding your values can help. When you know your values, you can use them to make decisions about how to live your life, and you can answer questions like these:

• What job should I pursue?
• Should I accept this promotion?
• Should I start my own business?
• Should I compromise or be firm with my position?
• Should I follow tradition or travel down a new path?

So, take the time to understand the real priorities in your life, and you'll be able to determine the best direction for you and your life goals!

Defining Your Values

When you define your values, you discover what's truly important. An excellent way to start this is to reflect on your life – to identify when you felt good and confident that you were making valid choices.

When you consider your values in decision-making, you can keep your sense of integrity and what you know is right and approach decisions confidently and clearly. You'll also see what you're doing is best for your current and future happiness and satisfaction. Making value-based choices may not always be easy. However, making a choice you know is right is much less complicated in the long run.

Key Points

Identifying and understanding your values is a challenging and essential exercise. Your values are central to who you are – and who you want to be. By becoming more aware of these crucial factors in your life, you can use them as a guide to make the best choice in any situation.

Some of life's decisions are about determining what you value most. When many options seem reasonable, it's helpful and comforting to rely on your values – and use them as a strong guiding force to point you in the right direction.

The following section is taken from ACCOR’s business ethos.

The Hospitality of Tomorrow Is Rooted In Human Values.

Our Passion? Service And Achievement Beyond Limits. Our Promise? Recognise Each Person's Value and the Talent They Bring To The Group And Make Them A Proactive Part Of Their Development. More Curious, Connected And More Assertive In Their Choices And Experiences, Our Customers Aspire To More Authenticity, Simplicity And Emotion.

^{Source: Accor}

Hospitality is Built on Deep-rooted Values

Our success has been built on solid values, human values. The hospitality of tomorrow, as we see it, is rooted in a unique combination of extraordinary experiences, high-performance solutions and strong human values. They make our actions meaningful, guide our everyday activities and serve as our shared language.

Today, they support the cultural transformation of our Group in the service of a strong ambition that enables all our employees to feel valued, to grow and to innovate in the service of our customers.

Watch this video

ACCOR - Live From the Heart

https://vimeo.com/showcase/3423346

Responsible Tourism is about "making better places for people to live in and better places for people to visit." Responsible Tourism requires operators, hoteliers, governments, local people, and tourists to take responsibility and take action to make tourism more sustainable.

Responsible Tourism takes a variety of forms; it is characterised by travel and tourism, which:

• Minimises negative economic, environmental, and social impacts
• Generates more significant economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry
• Involves local people in decisions that affect their lives and life changes
• Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity
• Provides more enjoyable experiences for tourists through more meaningful connections with local people and a greater understanding of local cultural, social, and environmental issues
• Provide access for people with disabilities and the disadvantaged
• It is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.

Watch this Video

Discover an ACCOR commitment to a sustainable future. (2:11)

Planet 21 Initiatives

Planet 21 is Accor’s global sustainability platform, launched in April 2011, and covers the belief that sustainability involves four (4) strategic priorities:

• Work with employees
• Involve customers
• Innovate with partners
• Work with local communities.

Sustainability is a way of doing business that considers the people and the planet to ensure that humankind will still have a friendly world to live on a hundred years from now. And why is it about business? Because people need to spread sustainability widely to change how they live on the planet. This will only be possible - sustainable and long-term - if it makes sense from an economic standpoint.

Watch this Video

Acting Here, Planet 21.

It is in the NZST Video Playlist: https://vimeo.com/showcase /3423346 

The following images highlight how ACCOR addresses its hotels' environmental and sustainability issues.

Targets and Objectives for Planet 21

 

When Planet 21 was first launched, Accor created a plan offering hotels 65 actions to promote sustainable development. It included a 4-level rating system for hotels, and each level marked the progress hotels were making in implementing the programme.

• Bronze
• Silver
• Gold
• Platinum.

The system has been overhauled to reflect new objectives and sets out new mandatory actions for achieving the new “Bronze” level, which must be obtained before moving on to higher levels. The baseline has been raised to reflect Accor’s latest ambitions, which includes:

• People
• Customers
• Buildings
• Food
• Communities
• Partners.

The following infographics details these six (6) areas and how best to achieve ethical and sustainable practices.

To go even further, each hotel selects other actions from over 60 initiatives. This flexible system enables hotels to build their programme in line with the Group’s commitments, but also reflecting the hotel’s local characteristics:

• Its prior level of progress in sustainable development 
• Its previous areas for improvement
• The environment and local issues.

Guests will soon choose a hotel on the Accor website with all the facts at their disposal - each hotel displaying the Planet 21 level achieved.

GAIA

Gaia is an online tool developed for hotels to manage their sustainable development approach and monitor their water and energy consumption and waste production. Modern and user-friendly, Gaia is designed to operate as a hub for all sustainable development issues, but also for technical services. The tool includes the Planet 21 roadmap and assists the hotels with implementing it by making it easier to share information and best practices. It also enables hotels to carry out self-assessment and define their priority objectives which helps them create their action plan. It also monitors progress, and the tool is shared with the technical teams, who can also use it to track maintenance work, manage energy performance and ensure the facilities comply with safety and environmental regulations.

PLANET 21 and Guests

PLANET 21 strategy includes a programme informing customers and encouraging them to contribute to the hotels' actions and achievements. From booking to room stay and restaurant service, customers will discover a rich and diverse array of educational messages encouraging them to contribute actively to the hotel's actions using a few simple gestures. The tone of the notes will be friendly and thoughtful, aimed at encouraging customers to participate without ever making them feel guilty.

To guarantee the credibility of this programme, hotels can only use the PLANET 21 messages if they comply with a certain level of performance in terms of sustainable development.

The following infographic details the processes from hotel booking to hotel entrance, public areas, and hotel rooms.

Useful Links

All these articles reference Planet 21. Consider how Planet 21 can enhance a guest’s experience when viewing them.

The following text is taken from the ACCOR website.

Heart + Artist = Heartist®

“Heartist® describes both our culture and who we are. At ACCOR, we all are Heartists®.

Passionate and experts in what we do, each of us, with our personality, master the fine art of welcoming, connecting and serving others.

We are passionate about people and attentive to the world; it is our company culture”.

The ACCOR culture calls on every employee to be a “heartist’, that is, to do everything from the heart and to excel in their every endeavour. It leaves them scope to serve guests with generosity, inventiveness, freedom, and efficiency.

ACCOR values people in all their diversity and actively promotes a culture of inclusion. At ACCOR, individuality is celebrated, creativity encouraged, and agility rewarded. Sensitive to the issues of equality and diversity, ACCOR is committed to actively promoting women and young people in leadership positions. Women accounted for 30% of hotel managers in 2018.

Employee engagement at all levels makes Accor what it is: a Group rich thanks to the dedication, skills, and diversity of talents, with all it takes to be a committed player.

In summary, ACCOR is more than a worldwide leader. 300,000 women and men place people at the heart of everything they do and nurture a real passion for service and achievements beyond limits.

ACCOR Academy

The Academy is ACCOR’s first-class hospitality university, providing best-practice training and development programmes across various subjects. For over 30 years, The Academy has offered different training designed to acquire new skills. Through an international network of certified trainers and 18 academies worldwide, ACCOR ensures that all its employees blossom and unveil their talent. Accor is committed to providing everyone with training and development opportunities, and The Academy oversees all of these.

Loyalty and hard work don’t go unnoticed at ACCOR.

ACCOR recognises this in several ways:

• Recognising and awarding employees of the month, quarter, and year – at every hotel, they also treat staff to bed and breakfast at their hotel for every year’s service with them.
• Carte Bienvenue. The employee benefits card entitles employees and their families to several significant discounts on ACCOR Services worldwide, including discounts on meals and accommodation even when they retire.
• ACCOR also takes care of its employees in other ways, such as the Employee Assistance Program (EAP) and counselling when employees need it most.

 

Watch these videos

 

Inspire Graduate Programme

ACCOR’s INSPIRE programme offers promising talent an opportunity to start their career journey. They aim to enable new and recent graduates to begin their career journey with ACCOR, building their leadership foundation through meaningful experiences. With it, you can climb faster than anywhere else with the best tools, resources, and experiences. Get ready to make an impact and BE the Future of Hospitality with ACCOR’s INSPIRE program. INSPIRE is offered across the growing portfolio of brands, including properties in the luxury and upscale division and midscale and economy.

INSPIRE participants can be placed in one or more of these areas:

• Rooms
• Culinary
• Spa
• Finance and Accounting
• Talent Culture
• Sales & Marketing
• Revenue Management.

INSPIRE is offered in two customised experiences. Cross-Exposure and Specialisation.

Other INSPIRE features include:

• Departments to understand hospitality and your property’s operations
• Get help from a Peer Ambassador as you settle into your role and responsibilities
• Receive mentorship allowing you to learn by example
• See networking opportunities across Accor – digitally and in-person
• Shine by doing A Property Project, showcasing your skillset, and innovating attributes
•  Do a Jump Up job shadow with an Assistant Manager or another emerging leader
• Experience continuous improvement with ongoing feedback Checkpoints.

The following table shows a general position specification for the INSPIRE programme. It identifies a range of core and desired competencies for applicants.

Whilst this is not definitive, it presents a solid guide to help you see your areas of development.

	MUST HAVES	SHOULD HAVES	NICE TO HAVE
QUALIFICATIONS/EDUCATION	Level 5 Diploma or Degree	Business or Tourism major	Hospitality related major LCQ Unit Standard First Aid certificate
KNOWLEDGE/SKILLS	Highly proficient in spoken and written English	Report writing Problem-solving and decision-making Proven time management and organisation Proven team player	Understanding of business communication Conflict resolution
EXPERIENCE	Minimum six months experience in a customer interaction role	Leadership of a team Proven role model Demonstrate customer-centric traits	Supervisory experience in guest service-related industry Previous employment in the hotel industry A broad range of life skills
PERSONALITY/ATTITUDE	Willingness to assume responsibility Self-motivated - has tenacity and determination Guest focused	Self Management - high level of independence Proactively manages stress Confident when interacting with others High level of integrity Polite and positive communicator-welcoming/smiles/providers/nurture	Leading by example Solution-orientated 'ability to sort it out' Project management Creativity Can demonstrate emotional intelligence Caring
PERSONAL CIRCUMSTANCES	NZ/AUS citizen or PR Full NZ driver's licence Mobility within NZ Flexibility to work rotating rosters which include shift work, weekends, and public holidays Available to commence Dec/Jan	Not looking for a 'desk job' commitment to operations Proven commitment to develop own career in the hospitality industry Committed to stay in New Zealand for a minimum of 3 years

Now that you have had an opportunity to learn about Accor, it’s time to apply what you have learned during this module to understand better how Accor mitigates dissatisfaction to deliver a quality visitor experience.

Read the following case studies.