accor global development february 2020 · second-hand products and objects •renovation design...
TRANSCRIPT
ACCOR GLOBAL DEVELOPMENTFEBRUARY 2020
WHY INVEST IN GREET
A brand focusedon essentials that make sense…
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DESIGN
VIDEO
Diversity & Inclusion
Associations, charity Local sourcing & upcycling
Fresh handmade products
Recreative Outdoor
Families & tribes Animated lobby
Shared table / bar
Places
People
Objects
We give a second life to independent hotels.We give a second chance to objects through upcycling & re-use of furniture.
We promote the circular economy by sourcing from flea markets, garage sales & charity stores.
We give a second chance to people, through professional retraining /reintegration and by working with
charitable organizations.
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Withmeaningful brand markers…
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FOLS MOBILE
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STANDARD ROOMSUP TO 2 PAX
FROM 12 SQM
PREMIUM ROOMSGOOD VIEW
OR BIGGER ROOMSUP TO 3 PAX
FAMILY ROOMSUP TO 4/6 PAX
20% OF INVENTORY
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ArrivalThe Facade
Welcome drink
Welcome-in
Social Hub
Communal table
Greet signage
Small shop
Chill space
greet times
Rooms
Pure
Pop
Family / Tribe
F&B
Breakfast
Bar & Snacking
Outdoor
Activities & Games
Check-Out
Greet Wall
GUEST JOURNEY BRAND MARKERS
Brand Presentation 12—
M
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Mandatory Marker
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A visible and bookablebrand…
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A strong brand identity
Joyful colors Fonts Tone of Voice Iconography Collaterals
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A corner on all.accor.com & part of ALL loyalty program!
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A global Instagram account
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Media coverage
100+ clippings 20.5M+ reachgreet MOOCC development 18
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An ambitious development…
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hotels in
10 yearsin Europe
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hotel leads
hotels signed (1000 rooms)
secured pipeline Europe
hotels committed
or under active negotiation
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Upcoming projects:
1. Greet Marseille Saint Charles 60#2. Greet Marseille Aiport Vitrolles 47#3. Greet Lyon Confluence 78#4. Greet Nancy Houdemont 57#5. Greet Vienne Airport 350#6. Greet Paris Hippodrome Vincennes 150#7. …
Network:
1. Greet Beaune France 52#2. Greet Darmstadt Germany 204#
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Flagship 2019
greet hotel Beaune, France
NETWORK & PIPELINE
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Upcoming opening 2020
greet hotel Marseille Aéroport, France
NETWORK & PIPELINE
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Upcoming opening 2020
greet hotel Lyon Confluence, France
NETWORK & PIPELINE
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Upcoming opening 2020
greet hotel Porte de la Chapelle, France
NETWORK & PIPELINE
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Upcoming opening 2021
greet hotel Bourges, France
NETWORK & PIPELINE
Thanks to a powerfulbusiness model…
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USPs
Unique eco approach
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USPs
Easy hotel conversion
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USPs
Profitable business model
A “budget footprint” for an “economy ADR”
• 23 sqm per key (TGFA)
• Optimized investment cost
thanks to «2nd chance objects»
• 10 to 20% increased ADR
• 15% F&B revenue
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Where eco-design is key…
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design philosophy
Brand Presentation 33—
second hand furnitureeco-design approachsocial engagement
Brand Presentation 33
Second-hand objectsgive each hotel its own specific identity,
whether they have been restored, or repurposed.
Each living space has been designed to promote fun, friendliness and positive
hospitality. The decor invites guests to linger, take a five minute break and connect with
others.
DESIGN
VIDEO
GUEST EXPERIENCE
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A design
Community.
A unique design per hotel, a unique style, whose strength lies in its social engagementA design philosophy that aligns environmental responsibility with quality of life
Design
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discover.
purpose.
invent.
Dig for Hidden Gems.
Decide, Design, Personalise.
Imagine, Transform, Compose.
Design
Designing responsibly.An circular approach, using an eco-design method, offering second chances and always considering the entire life cycle of a product.
A circular
duce.use.cycle.
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Not one standardNot one style
Process
• Design Assesment
• Budget building
• Sourcing of local and second-hand productsand objects
• Renovation
Design Mandatory Designer
2 degrees
Basic: Preserve Residence Areas, Add Brand Identifiers, exisiting and/or repurposedfurniture and pre-loved objects, adjustable/mood lighting
Complete: Total renovation of the outer shell, renovation of the residence areas, new, custom-made, eco-friendly furniture
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for second-hand furniture:
• Simire• Temahome• Emmaus• Eco mobilier• Valdelia• Fermob• Chevillotte• Rene Pierre
Design Specifics
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• 1 living space, including a big table• 1 Chill space, where you can also work• 1 Greet Boutique: 2 m² & 10 products
minimum
Social Hub
• 1 Outdoor Space(patio, garden or terrace) with activites& games
Outdoors
• greet Façade: Wood, Plant Wall or SolarPanels• greet Sign
Façade & Signage
• Wall markings, stecilling, Neon Lights• Meet the Greeters guest wall with
photos from previous clients
Indoor Signage
• 1 breakfast space, open• 1 « welcome » bar with local
drinks & snacking• Optional: 1 restaurant market
driven
F&B
Room SpecificationsReco Nb of keys: 70 – 200Avg. Room Size: > 12m²TGFA / Room: 23m²
Room Types:Standard roomPremium roomFamily Rooms: at least 20%
Product
• Outdoors Space• greet Façade & Signage• Welcome Bar instead of a
reception Desk• FOLS Mobile• greet wall• Indoor Wall signage• 1 Large Table• A local fresh products corner• greet Boutique
Program Overview
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Backed up by Accor powerful CRS
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REPUTATION PERFORMANCE
SCORE
85.7 pts in 2020(+14.7 pts after rebranding)
Source : Trust You / greet hotel Beaune
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We measure success through the evolution of: PERFORMANCE
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Accor powerful distribution*Accor offers > 110 Global Distribution partnerships at best market conditions
Brand Presentation 42
*All Accor brands excluding recently integrated:
Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe
PERFORMANCE
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Midscale & Economy distribution powered by AccorFigures as of end 2019 – Room Revenue based
WEB PARTNERS (OTAs)
CALL CENTERS, INFLUENCED HOTEL DIRECT* *Hotel & cluster services
27%HOTELPMS
73%OF MIDSCALE &
ECONOMY ROOM REVENUE COMES THROUGH ACCOR
CENTRAL RESERVATION
SYSTEM
ACCOR WEBWEBSITES, MOBILE SITES & APP
GDS/IDS
35% DIRECT SALES
38% INDIRECT SALES
16%
19%
31%7%
50M ROOM NIGHT
€4,525M ROOM REVENUE
FOCUS WEB(ACCOR WEB + WEB PARTNER)
50%
*All Accor brands excluding recently integrated:
Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe
Brand Presentation
PERFORMANCE
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New booking engine & APP
Brand Presentation 44
▪ 300M Website + App visits
▪ 2200 Destinations
▪ 18 Languages
1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES
▪ 56% Mobile and App visits*
▪ 1 Download every minute
▪ Plugged to ALL.ACCOR.COM
ALL.ACCOR.COM
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New loyalty program
Brand Presentation 45
THE ONLY LIFESTYLE
LOYALTY PROGRAM
32 40 53 644 4,770
100120
150
2016 2017 2018 2019
ALL FRS Huazhu
214M
THE FAST GROWING
LOYALTY PROGRAM
THE MOST GLOBAL
LOYALTY PROGRAM
NEW LIMITLESS EXPERIENCES ANDEXTENDED OPPORTUNITIES TO EARN & REDEEM POINTS
NEW BENEFITS
▪ 2 New tiers (diamond & limitless hidden tier)
▪ 34 Brands and +
▪ Suite Night Upgrade
▪ F&B outside a stay
NEW PARTNERSHIPS
▪ PSG – Games / Net media value +€200m to ALL
▪ AEG – Worldwide arenas & festivals
▪ IMG – Taste festivals
Central Europe
6%
ASPAC31%
Other Europe,
Middle-East & Africa
20%
France12%
Nothern Europe
12%
North & Central
America, Caribbean
11%
South America
8%
▪ 64M Loyalty members worldwide
▪ 31% Loyalty contribution rate
▪ X 2 Members stay twice more
▪ X 2 Members spend twice more
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appendix
Brand Presentation 46—
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Brand Presentation — 47
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Development CriteriaProgramming & Development
Brand Presentation 48
EUROPE
RECOMMENDEDNUMBER OF ROOMS
70 – 200 keys
ROOM AVERAGE SIZE From 12 sqm
TGFA / ROOM 23 sqm
FOOD & BEVERAGE
1 Breakfast room with large shared table and other tables1 “Welcome” bar with drinks & snackingOptional: 1 Restaurant market driven
ACCOMMODATIONSPure Room : Essential furniturePop Room : Energetic design20% of family / connecting rooms (4 to 6 pax)
OTHERS
1 Outdoor space (patio or garden or terrace) with activities & games1 Chill space for greet times1 Small shop
PRIME LOCATIONSSECONDARYLOCATIONS
AIRPORTSSUBURBS
INTERNATIONAL CAPITALS KEY CITIES & RESORTS
MAJOR DOMESTIC DESTINATIONS
OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS
HO
TEL
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GREET DESIGN BRIEF
Can be used before
HCSA is signed
GREET CONSTRUCTION & RENOVATION STANDARDS
Can be used after HCSA is signed
GREET STYLE BOOK
Can be used before HCSA is signed
Design & Technical Services
Thaaanks !
For more information, please connect to the internal
Accor platform.
This document is for internal use only. Do not distribute or
reproduce.