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Brand presentationParis June 2012

19 octobre 2012 2

ibis Family

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: A Mega Network…

Source : 2011 – Megadev end of August

Eastern Europe

Western Europe

Africa & ME

Asia Pacific

2011

France 757

Germany 175

UK 79

2011

Morocco 16

2011

China 51

Indonesia 15

Inde 3

2011

Poland 18

Russia/CEI 6

Latin America

2011

Brazil 69

TODAY AROUND 1 600 hotels

BY 2015 AROUND 2 100 hotels

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International Accor Brands Covering the Economy And Budget Segment

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SIMPLICITY - MODERNITY - WELL BEINGSOURCE BRANDESSENCE

ESSENTIAL COMFORTRIGHT PRICE

CLEVER & CASUAL

PERSONALIZED DESIGNALL INCLUSIVE OFFER

POSITIVE & TRENDY

BRANDESSENCE

CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUALBRANDCHARACTER

WELL BEING HAPPY MOOD TRANQUILITYEMOTIONALBENEFITS

BRAND& CUSTOMERSHARED VALUES

ECONOMY SEGMENT & MARKETFUNDAMENTALS

ULTIMATE COMFORTRECOGNIZABLE DESIGN

HIGHEST LEVEL OF SERVICEBEST VALUE FOR MONEY

DENSE WORLDWIDE NETWORK

ULTIMATE COMFORTPERSONALIZED DESIGNALL INCLUSIVE OFFER

URBAN NETWORK

ESSENTIAL COMFORTRECOGNIZABLE DESIGN

ESSENTIAL+PAY PER USE SERVICESTHE RIGHT PRICE

DENSE SUBURBAN NETWORK

FUNCTIONAL BENEFITS

SIMPLICITY - MODERNITY - LIFE ENJOYMENT

SUSTAINABILITY

AFFORDABILITY

QUALITY - CLEANLINESS - SAFETY - CONNECTIVITY

ULTIMATE COMFORT HIGHEST LEVEL OF SERVICE

CARING & EFFICIENT

ibis brand identity

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Each Brand Matches Specific Customer ExpectationsTo Catch All The Market

“ I like IBIS STYLES because the hotels are all in different styles,

they are fun andtheir offer is all

inclusive”

“ I like IBIS BUDGET because they offer just

what I need at the right price. What more

do you want? ”

“ I like Ibis because they take care of me, I

feel at ease, everywhere, and all

this for a reasonable price.”

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A Profitable Business Model

Network consistency

Low costs (building & operating)

Affordability

Direct distribution

Awareness

Volume

KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME…

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Brand Vision & Ambition

Penetration rate – 2 star integrated hotels chains in Europe

Penetration of Hotel chainsCountries 2005 2010 Trends

United Kingdom 40,9% 45,5%

Belgium 38,4% 37,3%

Netherlands 40,2% 32,3%

France 26,1% 29,4%

Spain 16,2% 18,4%

Germany 4,2% 6,7%

Italy 1,7% 3,1%

TOTAL in Europe* 14,3% 17,3%

* European Union of 27 member countries in 2010, 25 in 2005 (excluding Romania and Bulgaria).

2010 compared to 2005

Source : mkg hospitality database

The 2-stars hotel in Europe is one of independent h otels, therefore is a potential for a franchised brand

Becoming a leading franchiser hotelier of the economical qualitative non standardized hotel segme ntSize of the network per country is key in the strat egy

Ambition

19 octobre 2012 9

The Brand

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CITY CENTERS or business districts or resorts

ALL INCLUSIVE OFFER

LARGE TARGET

95% FRANCHISES

HUMAN SIZE HOTELS

ECONOMIC AND NON-STANDARDISED

DESIGN SPIRIT

Brand positioning

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Essential DNA

Breakfastroom(60% of clients)

+

3 typesof rooms

Double, Twin et Suite

10% hosting families

totalsound

proofing

Totaldarkness

Heating+

cooling

Comfortablelighting

General lighting,

ambience lighting,

reading lighting

Equipment

26” or 32” LDC TV

Multimedia connectivity

Modulable furniture

(table, seats)Mirror / Storage

BeddingSize

( 100x200 /160x200)Standard

quality

BathroomsShower in

priority (1m²)Washbasin

WC

All inclusive

offerBreakfast +

internet

Free & unlimited internet

Additionallittle

extras

Familly offerWelcome Kid

Pak Tv channel

Special menusEquipment

Convivialityarea

10% of clientsIncluding miammiam & clik clik

functions

SignageBrand’s standard

prior to hotel openingName

Brand’spolicy

Kid Corner

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• Domestic clientele: 78%

• 66% men

• Mainly aged 35/49

• Stay length: 1,3 nights

• Income : Both in Germany and France

50% des clients have revenues between 1500€ et 5300€

• 14% clients represent 45% sales** Figures for AClub members only / Source : DMR ACLUB brands all seasons

KEY FIGURES

• They want no bad surprises in terms of quality , cleanliness, safety • In economy hotels, they want additionally affordabi lity and connectivity• They are looking for value for money, convenience a nd all inclusive• They value comfort, well being, stylish environments , simplicity, life’s little pleasures• They expect pleasant surprises in terms of services : friendly staff, personalized welcome• They want to get the best out of life• They are: Open minded, curious and like stylish environments

CHARACTERISTICS

Germany

Less than 600€

600€ and 1500€

1500€ and 2300€

2300€ and 3800€

3800€ and 5300€

More than 5300€

NA

13%

14%

26%

7%

9%

21%

Bet

wee

n

France

10%

18%

31%

19%

9%

10%

1%

Wish not to answer

MONTHLYNET INCOME(household)

Source : Ifop 2011 customer survey drivers)

Customers - Who Are Our Clients

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“I’ll be back, because it’s all so easy andpractical . ”

“When you stay here, you already knowbreakfast is included , but then you findout that there are little extras , which is

really nice. ”

“all seasons is a sure bet . You can restassured that everything will go well. ”

“The original, atypical design is part ofwhat makes it so nice”

Customers - What’s Our Clients Say

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they’ve done it!

they’ve never regretted it…

Etienne and Philippe Girard, Accor Group franchiseholders since 1992, own all seasons Nancy Centre Ga re:

(…) we really liked the friendliness and the ‘family ’orientation. The all seasons product made it very e asy toadapt our hotel…all seasons is a young, fresh, frien dly

brand with a strong network across France and with briskdevelopment.

Salim Nazaraly, Accor franchise holder and Chair ofthe Mercure France franchise holders’ association,

owns all seasons Paris

(…) to give you a very specific example, I recently

transferred one of my independent Paris hotels to the all seasons brand.

Business was already good, with an 80% occupancy rate. But the Accor difference is in the average rate, which has gone up 10-15% since I moved it to the brand. In

2009, I’ve seen a 10% increase in revenues…despite it being a difficult

year…

Jack and Evi Trost, owners and directors of allseasons Frankfurt:

(…) it’s a young, fresh and fun brand…plus, ithas the advantage of being part of the Accor Group,

withinternational distribution and recognition.

Franchisees Feedback

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Competition

Design approach

Sta

ndar

dize

d

+

+-

-

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D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 D 13 D 14 D 15

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4048

6181

86

115

350

150

Network evolution / Sept 2007 – Dec 2015

To reach a critical size of the network,by a fast and qualitative development, guarantying the brand suitability

14 countries171 hotels15034 rooms

18/05/2012

14 countries171 hotels15034 rooms

18/05/2012

Strong Network ambition

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Quality exigency

Mystery visits andproduct audit

24/7 qualityphone number

Quality charter

Mystery calls

Hygiene audit

Guest e-book

GSS survey

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Brand essentials key of success

Design SpiritGreat Value for

money perception

All inclusive offer +

For the client

Essential DNA

For the network

=

Strongdevelopment

ambition

Qualityexigency

Essential DNA + +

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All inclusive offer

Internet connectionInternet connectiondesign roomdesign room

welcome giftwelcome gift free coffee, tea anmineral water

free coffee, tea anmineral water

newspaper, magazines andselection of TV channels

newspaper, magazines andselection of TV channels

+ +all-you-can-eat

breakfastall-you-can-eat

breakfast

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All inclusive offer Family offer

10% of family suites and Kid corner

welcome kid pack Children breakfast

children TV channel general equipmentfor families

children menuin the restaurant

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Design spirit The room unavoidable

• A big bed

• A large flat screen television

• A multi purpose space

• Spacious bathroom

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• Modular furniture

• Use of the light

• Importance of colours

Design spirit

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ibis Styles is positioned on the

economiceconomiceconomiceconomic segmentsegmentsegmentsegment. Our prices

must always be, at least, 25%

lower than midscale hotels

located on the same micro-

market.

AffordabilityAffordabilityAffordabilityAffordability is a real

component of our pricing DNA. An

economic brand is driven by

volume more than average room

rate.

Among the ibis brands, ibis

Styles should always have higher

rates than ibis and ibis budgeton the same micro-market because

wewewewe areareareare allallallall----inclusiveinclusiveinclusiveinclusive.

Price Positioning

DDDD----20202020DDDD----405405405405 DDDD

Promotional Promotional Promotional Promotional

ratesratesratesrates

Standard Standard Standard Standard

ratesratesratesrates

25% min.25% min.25% min.25% min.

25% min.25% min.25% min.25% min.

1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast

min.min.min.min.1 ibis breakfast 1 ibis breakfast 1 ibis breakfast 1 ibis breakfast

min.min.min.min.

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Global frame for pricing policy

100%100%100%100%

----5 %5 %5 %5 %

----11110000 %%%%

----11115555 %%%%

----20 %20 %20 %20 %

----25 %25 %25 %25 %

----30 %30 %30 %30 %

----35 %35 %35 %35 %

----40 %40 %40 %40 %

----45 %45 %45 %45 %

----50 %50 %50 %50 %

Standard flexible

rateDynamic corpo.

rate

Standard rate OTAs

ibis Styles

Tuesdays

Advance booking

rateSummer/Winter

offer

Accor employee

rate

Travel agent’s

rate

Leisure

group

rate

Public Public Public Public

ratesratesratesratesNegotiateNegotiateNegotiateNegotiate

d d d d

ratesratesratesrates

Group Group Group Group

ratesratesratesrates

Busines

s group

rates

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Brand Offers

ibis Styles Tuesdays

The only rate exclusively sold on our websites

(ibisstyles.com and accorhotels.com) due to a

technical barrier that we put to OTA’s.

This offer allow our hotels to sell empty rooms at a

very attractive rate (-50% RB1ALS) without paying any

commission. A minimum stay of 2 nights is required.

It contributes to create channel preference for our

guests who are invited to book on our websites to

benefit for the greatest deals.

ibis Styles Tuesdays is also a topic that can be used

for P.R. purpose.

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Brand offers

Advance Booking rate

This offer (-15% off RB1ALS) allow our hotels to

secure their bookings portfolio through an advance

purchase rate that is pre-paid and non-cancellable.

We will share the offer’s name, the lead-time (20

days) and the guest’s benefit (book early, save

money) so that we can communicate on ibis.com through

a common offer as ibis and ibis budget will also have

this rate.

This offers name will evolve and become “happy 20” in

2013.

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Meeting offers

Meet & Eat : AllMeet & Eat : AllMeet & Eat : AllMeet & Eat : All----inclusive oneinclusive oneinclusive oneinclusive one----day meetingday meetingday meetingday meeting

A A A A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room

+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in

the meeting room.the meeting room.the meeting room.the meeting room.

+ Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,

paperboard…paperboard…paperboard…paperboard…

+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)

Meat & Sleep : AllMeat & Sleep : AllMeat & Sleep : AllMeat & Sleep : All----inclusive residential seminarinclusive residential seminarinclusive residential seminarinclusive residential seminar

AllAllAllAll----inclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wiinclusive accommodation (room + breakfast + Wi----Fi) for Fi) for Fi) for Fi) for

participantsparticipantsparticipantsparticipants

+ A + A + A + A confortableconfortableconfortableconfortable meeting roommeeting roommeeting roommeeting room

+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in+ A welcome coffee, 2 in----room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in room breaks and a lunch/buffet in

the meeting room.the meeting room.the meeting room.the meeting room.

+ Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector, + Equipment required for a meeting: overhead projector,

paperboard… paperboard… paperboard… paperboard…

+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)+ Support and smiles from the staff :)

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Worldwide objectives

ONE OPENING PER WEEK

>18 COUNTRIES AND

350 HOTELS IN 2015

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ibis Styles photo gallery

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RECEPTION

all seasons Aachen City Germany

all seasonsYogyakartaIndonesia

all seasonsDüsseldorf Neuss Germany

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LOBBY

all seasons Aachen City Germany all seasons Paris Bercy France

all seasons Bordeaux Aéroport Merignac France

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all seasonsAachen CityGermany

BREAKFAST

Ibis Styles Lille Aéroport Lesquin Franceall seasons Aachen City Germany

all seasonsParis Gare de l'EstChâteau LandonFrance

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KIDS CORNER

Ibis Styles Rennes Saint Grégoire France

all seasonsStrasbourg GareFrance

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MEETING ROOMS

all seasonsMenton CentreFrance

all seasons Compiègne Franceall seasons Annemasse Genève France

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BEDROOMS

all seasonsAachen CityGermany

all seasonsFrankfurt CityGermany

Ibis Styles Luzern City Switzerland

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BEDROOMS

all seasonsMenton Centre

France

all seasons Hamburg City Nord Germany

all seasons Berlin Mitte Germany

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BEDROOMS

Ibis StylesParis Pigalle MontmartreFrance

all seasons Amiens Cathédrale Franceall seasons Toulon Centre Congrès France

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ibis Styles Global Marketing110 avenue de France, 75013 Paris – France

ibisstyles.com – accorhotels.com


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