Accor Hotel Business Analysis

1 Introduction

In this report, the selecting organisation is Accor Hotels, a French International tourism and Hospitality group, the project aims to analysis the current strategies, both internal and external factors will also be analysed on the organisation in this report.

2 Overview

2.1 The business

Accors is a French based International Tourism and Hospitality group, it was fist established by Paul Dubrule and Gerard Pelisson in 1967, they were also the founder of SIEH hotel group, during the same year they opened the first Hotel, Novotel in Lille Lesquin. It was later expanded to Internationally with Switzerland, Middle East and Cameroon.

Toady Accor has over 4100 Hotels in 92 countries around the world. Accor provides Hotels in every

According to Tore, (2017) these are the main competitors because based on ratings Holiday Inn (IHG group) and Hiltons hotels and resorts have a higher Brand Strength Index (BSI) score, when Accors’s Novotel sit under wit 84.5 BSI score.

2.3 Global coverage and expansion.

Both Pelisson and Dubrule wanted to develop and keep expanding the company, and therefore Ibis was created, a no frills hotel brand. The other brand under Accor was Novotel, Novotel was a good start, during the time in was well known as easy parking, dependable quality, and quick service. Novotel had regional demands in style because they character, and offers restaurant. In 1970s, Novotel became one of the top hotel chains in Europe, with other 240 rooted across internationally.

In 1975, they expand again with the purchase of the Mercure hotel, which the chain carry Accor more into city areas and for the business traveller market.

Accor had a very rapid expansion back in the early days, and in the 1990s, Accor was running more hotels across the world than any other hotels groups within the same

Starting with tangible, theses includes physical, financial and human. Currently the loyalty programme plays a main role, by the reason of earning points when cardholders(customers) stay within one of the hotels group, this only works as cardholders, members, meaning that other travellers who booked via travel agency will not have pointes and won’t have the benefits. Throughout the Accor’s annual report, they mentioned that they have successfully secured around 40% to 60% of their own bookings. Another tangible resource of Accor is that they have over 250,000 employees (Accor 2017b).

Financially, Accor are willing to spent, within the first six calendar months of 2017, in a total of 186 million on property, plant and equipment. Some parts include renovating and maintaining expenditure of the cost around 23 million on DRHI hotels(company) that manage Fairmont Raffles, and Swissotel in Toronto, Canada.

Whereas intangible are factors such as goodwill and the brand name, Accor’s brand name is an intangible rescore that hold have a copy right, so that no one can replicate the brand. They are licensed and are parent of many other brands across all segment, it is also believed that Accor Hotel is the only hotel group in the world that has all market segments, from luxury