Hotels and Services: Growth Drivers Driving sustainable, profitable ...
Hotels and Services: Growth Drivers Driving sustainable, profitable ...
Hotels and Services: Growth Drivers Driving sustainable, profitable ...
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April 2006 2005 Annual<br />
Results<br />
page 2<br />
Strategy:<br />
First Outlines<br />
<strong>Hotels</strong><br />
page 3<br />
<strong>Hotels</strong> <strong>and</strong> <strong>Services</strong>:<br />
<strong>Growth</strong> <strong>Drivers</strong><br />
Focus on…<br />
Accor <strong>Services</strong><br />
page 6<br />
Special Offers<br />
Letter<br />
to Shareholders<br />
<strong>Driving</strong> <strong>sustainable</strong>,<br />
<strong>profitable</strong> growth<br />
Dear Shareholders,<br />
Our good 2005 results <strong>and</strong><br />
solid financial position have laid<br />
a firm foundation for pursuing<br />
the ambitious strategy of<br />
developing our two global<br />
businesses we announced<br />
on March 8.<br />
The Board of Directors is<br />
currently finalizing the strategic<br />
plan, which Gilles Pélisson<br />
will present in September. It is<br />
expected to lead to a significant<br />
improvement in our margins,<br />
thereby helping to secure our<br />
future development.<br />
Thanks to our positioning in<br />
rapidly exp<strong>and</strong>ing markets <strong>and</strong><br />
the dedication of our teams,<br />
Accor should now be able<br />
to satisfy its shareholders,<br />
employees <strong>and</strong> partners with<br />
<strong>sustainable</strong>, <strong>profitable</strong> growth.<br />
Serge Weinberg<br />
Chairman of the Board<br />
of Directors<br />
Dear Shareholders,<br />
Our 2005 results announced on March 8 were in line<br />
with our stated objectives. We also considerably<br />
strengthened our financial position during the past<br />
year, thanks in particular to our active management<br />
of property assets.<br />
We are present on all continents, with a unique<br />
portfolio of more than 4,000 hotels <strong>and</strong> global<br />
leadership in the economy segment, as well as an innovative, efficient services business. We<br />
must now capitalize on our successes in these two businesses.<br />
In <strong>Hotels</strong>, we will refocus our strategy on the br<strong>and</strong>s, with the goal of making them even more<br />
attractive through more active marketing <strong>and</strong> a more assertive approach to innovation. We will<br />
pursue our property assets management strategy on a global scale <strong>and</strong> extend our network on<br />
all continents, especially in emerging markets. Thanks to our financial position, we can envision<br />
an ambitious development program <strong>and</strong> plan to create more than 200,000 new hotel rooms by<br />
2010. Improving our operating margins in Europe <strong>and</strong> the United States is another challenge,<br />
even if a very short term one. Lastly, we will implement a leaner, more transparent organization<br />
by restructuring our corporate support services.<br />
In our second global business, the alignment between our br<strong>and</strong>s <strong>and</strong> products has been<br />
strengthened around four <strong>Services</strong> lines. To build our leadership, we will pursue organic growth<br />
opportunities <strong>and</strong> step up our acquisitions strategy.<br />
Against this backdrop, we will ask you, our shareholders, at the Annual Meeting on May 10, to<br />
approve an ordinary dividend of €1.15 per share, a 10% increase over last year.<br />
Backed by the skills <strong>and</strong> dedication of our 168,000 employees <strong>and</strong> the support of our shareholders,<br />
we will leverage our increasingly powerful br<strong>and</strong>s to improve our operating margin <strong>and</strong> return on<br />
capital employed in the years ahead.<br />
You can contact the Accor Shareholder Relations Team<br />
by phone at 33 (1) 45 38 86 94,<br />
by mail at comfi@accor.com ■ or visit www.accor.com/finance<br />
Accor - Retail Shareholder Relations<br />
Tour Maine Montparnasse - 33 avenue du Maine - 75755 Paris cedex 15 - France<br />
Gilles C. Pélisson<br />
Chief Executive Officer<br />
page 8
2<br />
■ €7,622m: up 7.9%<br />
Revenue for the year was up €558<br />
million over the €7,064 million reported<br />
in 2004.<br />
+4.7%<br />
+4.5%<br />
-2.5%<br />
+1.2%<br />
■ €1,986m: up 8.8%<br />
EBITDAR rose by €161 million for the<br />
year, from €1,825 million in 2004. Of<br />
that increase, €115 million was generated<br />
by business growth. Ebitdar<br />
margin amounted to 26.1%, compared<br />
to 25.8% in 2004. Like-for-like, the<br />
increase was 0.4 points.<br />
■ €603m: up 17.6%<br />
Operating profit before tax <strong>and</strong> nonrecurring<br />
items was up €90 million<br />
over the €513 million reported in 2004.<br />
The increase reflected the gradual<br />
improvement in margins <strong>and</strong> the efficient<br />
management of fixed asset holding<br />
costs (rental expense, depreciation,<br />
amortization <strong>and</strong> provision expense,<br />
<strong>and</strong> financial expense), which represented<br />
18.2% of revenue, compared<br />
with 18.6% in 2004.<br />
2005 ANNUAL RESULTS<br />
Accor's results showed sharp improvement in 2005, thanks to a more<br />
favorable hotel cycle <strong>and</strong> sharp growth in the services business. The<br />
balance sheet was also considerably strengthened.<br />
Like-for-like<br />
Expansion<br />
Disposals<br />
Currency impact<br />
+7.9% Total (reported)<br />
Breakdown of 2005<br />
revenue growth<br />
LETTER TO SHAREHOLDERS - APRIL 2006<br />
■ €333m: up 42.9%<br />
Net profit, Group share increased by<br />
a sharp €100 million to €333 million,<br />
from €233 million in 2004. Earnings<br />
per share rose to €1.55 from €1.17<br />
in 2004, based on the weighted average<br />
214,782,601 shares outst<strong>and</strong>ing<br />
in 2005.<br />
■ €935m: up 9.6%<br />
Funds from operations increased by<br />
€82 million over the €853 million<br />
reported in 2004.<br />
■ €449m: up 43%<br />
Expenditure for renovation <strong>and</strong><br />
maintenance of assets increased by<br />
€135 million for the year, in line with<br />
Group strategy, <strong>and</strong> represented<br />
5.9% of revenue, versus 4.4% in<br />
2004.<br />
■ €479m: up 28.8%<br />
Excluding €308 million for the acquisition<br />
of a stake in Club Méditerranée,<br />
development expenditure rose by<br />
€107 million over the €372 million<br />
reported in 2004.<br />
■ 32% versus 71%<br />
The net debt-to-equity ratio improved<br />
significantly, as equity rose by €822<br />
million, while net debt declined to an<br />
all-time low of €1,420 million, from<br />
€2,244 million in 2004.<br />
■ 10.7% versus 10.0%<br />
Return on capital employed improved<br />
in both the <strong>Hotels</strong> <strong>and</strong> <strong>Services</strong> businesses.<br />
€2.40 €2.18<br />
€1.15: up 9.5%<br />
€1.36 €1.17 €1.55<br />
2001 2002 2003 2004 2005<br />
IFRS IFRS<br />
Earnings per share<br />
■ €236m: up 28.3%<br />
Based on ROCE after tax of 8.6%, a<br />
weighted average cost of capital of<br />
6.5% (versus 6.4% in 2004) <strong>and</strong> capital<br />
employed of €11.3 billion (€10.9 billion<br />
in 2004), EVA ® (Economic value<br />
added) [(ROCE after tax – weighted<br />
average cost of capital) x capital<br />
employed] totaled €236 million, a<br />
28.3% increase over 2004.<br />
The dividend to be submitted<br />
for approval to the Annual<br />
Shareholders' Meeting on May 10*<br />
compares to an ordinary dividend<br />
of €1.05 <strong>and</strong> an exceptional dividend<br />
of €0.25 paid for 2004. It<br />
corresponds to a payout of 74%<br />
of earnings per share for the year.<br />
*The Annual Shareholders’ Meeting is webcasted<br />
live <strong>and</strong> recorded for later viewing at<br />
www.accor.com.<br />
Holders of registered shares <strong>and</strong> members<br />
of the Accor Shareholders Club who have so<br />
requested received the notice of meeting in<br />
April. It is also sent on request (see contact<br />
information on page 1).
HOTELS<br />
Revitalizing the br<strong>and</strong>s will make it<br />
possible to capture the full value of the<br />
leadership levers Accor derives from<br />
its size, positioning <strong>and</strong> image.<br />
■ In terms of operations, more powerful<br />
br<strong>and</strong>s will more effectively drive revenue<br />
growth.<br />
■ Strong br<strong>and</strong>s will enable the Group<br />
to attract the best talent <strong>and</strong> enhance<br />
its human capital, while accelerating<br />
expansion.<br />
■ Lastly, in terms of asset management,<br />
more powerful br<strong>and</strong>s will heighten<br />
Accor's profile, thereby supporting its<br />
strategy of partnering with leading real<br />
estate companies around the world.<br />
Accor needs to redefine the identity of<br />
its br<strong>and</strong>s <strong>and</strong> above all promote them<br />
to enhance their visibility. It also needs<br />
to improve its knowledge of customers<br />
to more effectively satisfy their needs.<br />
STRATEGY:<br />
FIRST OUTLINES<br />
Accor is solidly anchored in two global core businesses:<br />
<strong>Hotels</strong> <strong>and</strong> <strong>Services</strong>.<br />
■ MAKING THE BRANDS EVEN MORE ATTRACTIVE<br />
Asset management lever<br />
Deepen partnerships with<br />
leading real estate companies<br />
Operational levers<br />
Operational management ● Purchasing ● IT systems<br />
● Sales <strong>and</strong> Marketing ● Communication ● Human Resources<br />
LEVERAGE OUR POWERFUL BRANDS AND COMPETITIVELY<br />
DIFFERENTIATED, INNOVATIVE PRODUCTS TO CAPITALIZE<br />
ON OUR “LEADERSHIP DRIVERS”<br />
Development lever<br />
Speed growth through owned<br />
properties, management <strong>and</strong><br />
franchise contracts<br />
OUR AMBITION: CUSTOMER-FOCUSED BRANDS<br />
Strategic marketing<br />
<strong>and</strong> innovation<br />
A structured, global Strategic Marketing<br />
Department will help Accor meet these<br />
goals, while promoting the creation of<br />
innovative products that have always set<br />
the Group apart from the competition.<br />
Accor created Novotel, Ibis, Formule 1<br />
<strong>and</strong> Etap Hotel <strong>and</strong> must continue to<br />
proactively respond to emerging trends<br />
in lodging concepts <strong>and</strong> product<br />
developments.<br />
Beginning this summer, these repositioned<br />
br<strong>and</strong>s will be more widely<br />
publicized across Europe, thanks to a<br />
targeted advertising campaign. Webbased<br />
marketing initiatives will be<br />
stepped up <strong>and</strong> the accorhotels.com<br />
portal <strong>and</strong> individual br<strong>and</strong> websites<br />
must become industry benchmarks.<br />
Lastly, loyalty programs will be revitalized<br />
to take into account the different needs<br />
of customers, especially during the week<br />
<strong>and</strong> on weekends.<br />
■ Differentiating <strong>and</strong> promoting<br />
the hotel br<strong>and</strong>s<br />
Upper upscale<br />
192 hotels<br />
41,000 rooms<br />
52 countries<br />
Ambition: create a more<br />
consistent network, present in leading<br />
cities <strong>and</strong> resorts on all continents.<br />
Upscale <strong>and</strong> midscale<br />
398 hotels<br />
69,000 rooms<br />
56 countries<br />
Ambition: consolidate the<br />
br<strong>and</strong>'s global presence in<br />
major national <strong>and</strong> international cities<br />
<strong>and</strong> resorts, <strong>and</strong> renew the focus on<br />
innovation.<br />
738 hotels<br />
87,000 rooms<br />
49 countries<br />
Ambition: become the benchmark in<br />
non-st<strong>and</strong>ardized hotels, with the goal of<br />
developing large franchise networks in the<br />
upscale segment with Gr<strong>and</strong> Mercure <strong>and</strong><br />
the midscale segment with Mercure.<br />
Economy<br />
720 hotels<br />
79,000 rooms<br />
36 countries<br />
Ambition: become the world<br />
leader in its segment by positioning<br />
the br<strong>and</strong> as the right product for<br />
deployment on all continents, especially in<br />
emerging markets for regional customers, with<br />
its st<strong>and</strong>ardized rooms <strong>and</strong> theme restaurants.<br />
344 hotels<br />
38,000 rooms<br />
United States<br />
Ambition: grow the br<strong>and</strong> from<br />
a regional to a national chain,<br />
primarily through franchising<br />
<strong>and</strong> capitalizing on a renovated room that<br />
delivers near-midscale comfort at economy<br />
rates.<br />
Budget<br />
905 hotels<br />
94,000 rooms<br />
United States <strong>and</strong> Canada<br />
Ambition: maintain its leadership<br />
positioning as the budget<br />
hotel network offering "the best price of<br />
any national chain".<br />
331 hotels 377 hotels<br />
27,000 rooms 29,000 rooms<br />
11 countries 12 countries<br />
Ambition: clarify the use of these br<strong>and</strong>s <strong>and</strong><br />
remain the global leader in budget hotels.<br />
LETTER TO SHAREHOLDERS - APRIL 2006<br />
3
■ FROM BRAND SEGMENTATION<br />
TO DIFFERENTIATED OPERATING STRUCTURES<br />
Sensitivity to economic cycles varies<br />
from one segment to another, resulting<br />
in greater or lesser volatility in earnings<br />
<strong>and</strong> return on capital employed. The<br />
upscale hotel segment, for example, is<br />
more sensitive to these cycles than the<br />
economy segment <strong>and</strong> delivers a lower<br />
return on capital employed. Revenue per<br />
available room (RevPAR), which is defined<br />
as occupancy rate times average<br />
room rate, may vary between cycle highs<br />
<strong>and</strong> lows for a Sofitel establishment<br />
while remaining unchanged for an Ibis or<br />
a Formule 1. Similarly, a Sofitel generates<br />
ROCE of 4 to 8%, compared with<br />
13 to 15% for an Ibis, Etap Hotel or<br />
Formule 1.<br />
Rationalizing<br />
the hotel portfolio<br />
Gr<strong>and</strong> Mercure Cabourg - France<br />
Based on these observations,<br />
an in-depth<br />
analysis of the portfolio<br />
has made it possible<br />
to classify hotel<br />
assets in new categories.<br />
■ Strategic hotels,<br />
whose operating<br />
structures need to<br />
be tailored to return<br />
on capital employed<br />
<strong>and</strong> earnings volatility.<br />
This means management<br />
contracts in the<br />
upper upscale segment,<br />
variable leases in the midscale<br />
segment, variable or fixed leases <strong>and</strong><br />
franchise agreements in the economy<br />
segment in Europe, <strong>and</strong> franchise<br />
agreements in the economy segment<br />
in the United States.<br />
■ Non-strategic hotels, which deliver a<br />
low return <strong>and</strong>/or are situated in relatively<br />
unfavorable locations <strong>and</strong> could be<br />
sold, either outright or through sale &<br />
franchise-back arrangements.<br />
Sofitel Buenos Aires - Argentina<br />
4 LETTER TO SHAREHOLDERS - APRIL 2006<br />
Optimizing<br />
financing<br />
structures<br />
for strategic<br />
hotels<br />
Accor’s property<br />
strategy is global<br />
<strong>and</strong> involves partnering<br />
with real estate investors whose<br />
profiles differ, depending on the market<br />
segment <strong>and</strong> country. <strong>Hotels</strong> that<br />
are sold are owned or leased with an<br />
option to buy (in which case the option<br />
is sold), for which a new contract is<br />
signed.<br />
In the upper upscale segment,<br />
Accor’s objective is to sell the hotels to<br />
real estate partners <strong>and</strong> then manage<br />
them under the same banner for very<br />
long periods (at least 25 years). In this<br />
way, Accor operates as a service<br />
provider, paid with a management fee,<br />
without making any capital investment<br />
(or possibly retaining around a 25%<br />
stake in the acquiring company). In the<br />
midscale segment, earnings volatility<br />
is minimized through a flexible cost<br />
structure: long-term variable leases<br />
(60 years) based on a percentage of<br />
revenues with no minimum<br />
guaranteed.<br />
Achievements<br />
<strong>and</strong> action plans<br />
In the midscale segment,<br />
128 Novotel, Mercure<br />
<strong>and</strong> Ibis hotel properties<br />
in France were sold to<br />
Foncière des Murs in<br />
2005 <strong>and</strong> leased back<br />
at variable rents equal to<br />
15.5% of revenue. Each<br />
12-year lease may be<br />
rolled over four times.<br />
In early 2006, a second tranche of 76<br />
hotels of which five thalassotherapy<br />
centers in France <strong>and</strong> Belgium were<br />
sold to Foncière des Murs <strong>and</strong> leased<br />
back at rents equivalent to 14% of<br />
revenue.<br />
In the upper upscale segment, six Sofitel<br />
units in the United States, of which four<br />
were leased, are now being operated<br />
under 25-year management contracts<br />
that can be rolled over for three ten-year<br />
periods. Accor has retained a 25%<br />
interest in the joint venture formed with<br />
the US real estate investment funds<br />
that now own the properties.<br />
Another 14 Sofitel units in Europe,<br />
seven of which are leased with an<br />
option to buy, will be transferred to a<br />
management contract system by 2008.<br />
In the midscale <strong>and</strong> economy segments,<br />
130 hotels in Europe (of which 75%<br />
that are currently leased with an option<br />
to buy) will be sold <strong>and</strong> leased back<br />
under variable leases.<br />
Around 200 non-strategic hotels across<br />
all segments <strong>and</strong> on all continents may<br />
be sold. Fifty of them have in fact<br />
already been sold, including the<br />
Sofitel Paris Forum Rive Gauche in<br />
early 2006.<br />
These transactions will result in a<br />
significant decrease in the number<br />
of hotels that are owned or operated<br />
under fixed leases, especially in the<br />
upper upscale segment (see table<br />
below). Disposal of these assets is<br />
expected to generate €1.5 billion in<br />
cash for the period 2005-2008 <strong>and</strong><br />
improve return on capital employed<br />
by 0.6 points.<br />
Upper<br />
Upscale<br />
Midscale<br />
Economy<br />
Europe<br />
Economy<br />
US<br />
2004<br />
Owned Managed<br />
Fixed Franchised<br />
leases Variable leases<br />
2008<br />
Owned Managed<br />
Fixed Franchised<br />
leases Variable leases<br />
51% 49% 11% 89%<br />
55% 45% 27% 73%<br />
71% 29% 47% 53%<br />
84% 16% 82% 18%<br />
Change in Holding Structure 2004 – 2008<br />
(excl. Development) in Mature Markets
■ NEW RESOURCES:<br />
FOR WHAT KIND OF DEVELOPMENT?<br />
Anticipating changes in global<br />
dem<strong>and</strong>, Accor plans to open more<br />
than 200,000 new rooms by 2010, of<br />
which half in economy <strong>and</strong> budget<br />
hotels. Accor's expertise in production<br />
processes <strong>and</strong> holding structures<br />
provides indisputable strengths in<br />
pursuing this program.<br />
Two-thirds<br />
of openings<br />
in emerging markets<br />
Between now <strong>and</strong> 2015, nearly 50%<br />
of growth in the global economy will<br />
come from emerging markets, where<br />
business development, increasing<br />
purchasing power <strong>and</strong> declining air<br />
fares are encouraging both business<br />
<strong>and</strong> leisure travel.<br />
Since dem<strong>and</strong> is mainly for affordable<br />
lodging, the potential for developing<br />
economy hotels is especially high.<br />
Novotel St. Petersburg - Russia<br />
Ibis Tianjin<br />
China<br />
Moreover, hotel chains are still not<br />
particularly present in these markets<br />
<strong>and</strong> their growing importance, along<br />
with local economic development, will<br />
drive further segmentation in the hotel<br />
industry.<br />
Sofitel Xian - China<br />
The countries being most<br />
closely targeted are China,<br />
of course, as well as Brazil,<br />
India <strong>and</strong> Russia—markets in<br />
which Accor currently operates<br />
just 150 hotels.<br />
70% under<br />
management<br />
contracts or<br />
franchise agreements<br />
The level of risk Accor is<br />
willing to take depends on a<br />
market's growth potential. At<br />
present, management contracts are<br />
the preferred operating structure in<br />
emerging markets, regardless of the<br />
country or the br<strong>and</strong>. Because of<br />
improvements in the economic <strong>and</strong><br />
political environment, financial partnerships<br />
can now be envisioned in<br />
some countries, through joint ventures<br />
or even equity investments, such as<br />
Red Roof Inn Philadelphia - United States<br />
for Ibis in China. The first hotels<br />
opened have shown high return on<br />
capital employed.<br />
In mature markets, where Accor's<br />
chains already offer dense coverage,<br />
expansion will continue without<br />
excessive capital investment (see<br />
above) <strong>and</strong> account for one-third of<br />
the 200,000 new rooms.<br />
In the United States, Motel 6 will<br />
pursue its expansion through franchise<br />
agreements, leveraging its strong<br />
br<strong>and</strong> recognition (with an occupancy<br />
rate 10 points higher than the competition)<br />
<strong>and</strong> its strategic fit with Red<br />
Roof Inn. The Motel 6 network will be<br />
made more aligned <strong>and</strong> the Red Roof<br />
Inn network more geographically<br />
balanced, especially by exp<strong>and</strong>ing in<br />
California.<br />
Motel 6 Las Vegas - United States<br />
For the period 2006-2010, Accor<br />
plans to invest some €2.5 billion in<br />
developing its hotel portfolio, with<br />
a ROCE objective of 15% in 2010,<br />
compared with 10% today.<br />
LETTER TO SHAREHOLDERS - APRIL 2006<br />
5
The business originated<br />
with an outst<strong>and</strong>ing<br />
product:<br />
the Ticket Restaurant ®<br />
meal voucher, which<br />
was created in the<br />
late fifties to enable employers who<br />
did not have a staff restaurant to offer<br />
their employees a subsidized lunch.<br />
Along with Ticket Alimentacion ®,<br />
which is used for food purchases in<br />
supermarkets across Latin America,<br />
Ticket Restaurant® generates 78% of<br />
service business revenue.<br />
In response to emerging needs, Accor<br />
<strong>Services</strong> has exp<strong>and</strong>ed this approach<br />
over the years, launching a wide range<br />
of other products <strong>and</strong> services that<br />
are deployed in four services lines—<br />
three for companies <strong>and</strong> one for institutions<br />
(see box).<br />
Other countries<br />
4%<br />
North<br />
America<br />
1%<br />
France<br />
20%<br />
Latin<br />
America<br />
39%<br />
2005 <strong>Services</strong> Revenue<br />
by Region<br />
This innovative, efficient business has<br />
become the global industry leader,<br />
with operations in 35 countries. It now<br />
must continue deploying products<br />
<strong>and</strong> services to drive sustained organic<br />
growth while stepping up the pace<br />
of acquisitions.<br />
Three growth drivers<br />
Accor <strong>Services</strong>' markets are growing<br />
rapidly in the current environment.<br />
Higher living st<strong>and</strong>ards <strong>and</strong> dem<strong>and</strong><br />
FOCUS ON… ACCOR SERVICES:<br />
WIDENING OUR LEAD<br />
Creating a strategic fit with the hotels business, because of its low capital<br />
intensity <strong>and</strong> sensitivity to economic cycles, Accor's second business<br />
enjoys solid margins <strong>and</strong> high potential for long-term growth.<br />
Europe<br />
(excl. France)<br />
36%<br />
6 LETTER TO SHAREHOLDERS - APRIL 2006<br />
for better working conditions are the<br />
main reasons, albeit with major differences<br />
depending on economic <strong>and</strong><br />
social conditions. In mature markets,<br />
dem<strong>and</strong> for sophisticated, differentiated<br />
products is being driven by increases<br />
in the percentage of women in the<br />
workforce <strong>and</strong> in travel time, as well as<br />
by a growing need for a better worklife<br />
balance <strong>and</strong> retirement financing<br />
solutions. In emerging markets, initiatives<br />
to provide life's basic needs <strong>and</strong><br />
reduce unreported employment have<br />
created dem<strong>and</strong> for simple, reliable<br />
products.<br />
The second growth driver is the<br />
convergence of stakeholder interests.<br />
Government authorities, especially in<br />
France <strong>and</strong> Belgium, want to create<br />
jobs in the people care sector, reduce<br />
unreported employment, <strong>and</strong> ensure<br />
that allocated funds are used as<br />
intended. Companies, for their part,<br />
want to increase employee loyalty,<br />
through a modular compensation policy<br />
that offers tax-exempt solutions to<br />
help boost purchasing power, while<br />
improving productivity. For beneficiaries,<br />
the goal is to provide additional<br />
income, incentives <strong>and</strong> recognition.<br />
And for restaurants, supermarkets,<br />
service stations <strong>and</strong> other affiliates,<br />
the objective is to increase revenue.<br />
The third growth driver involves using<br />
the Internet, terminals, databases <strong>and</strong><br />
other technology-driven opportunities<br />
to win new customers, like small <strong>and</strong><br />
mid-size businesses. The goal is to<br />
improve underst<strong>and</strong>ing of users <strong>and</strong><br />
affiliates so that they can be informed<br />
<strong>and</strong> provided with new products <strong>and</strong><br />
services. Products are becoming<br />
easier to use, thanks to magnetic <strong>and</strong><br />
microchip cards that are gradually<br />
replacing vouchers, for obvious reasons<br />
of convenience, security <strong>and</strong> costsavings.<br />
The number of cardholders<br />
now totals 4.7 million (of which 1.6 million<br />
loyalty cards) in 16 countries, including<br />
Brazil, France, Sweden, Mexico, Turkey<br />
<strong>and</strong> China.<br />
Pursuing<br />
organic growth<br />
Every year, Accor <strong>Services</strong> develops<br />
new products, introduces existing<br />
products in new markets <strong>and</strong> sets up<br />
operations in new countries. This<br />
strategy requires close relations with<br />
the various countries, whose legal <strong>and</strong><br />
regulatory frameworks are of crucial<br />
importance. Changes in legislation<br />
may create new beneficiary categories<br />
in traditional markets (e.g. French <strong>and</strong><br />
Italian civil servants have been entitled<br />
to Ticket Restaurant® since 2004) or<br />
increase tax-exemption ceilings (e.g.<br />
for childcare services in the United<br />
Kingdom or for public transportation<br />
in the United States since 2005).<br />
2005 <strong>Services</strong><br />
Key Figures<br />
Revenue:<br />
€630 million<br />
(8% of Accor revenue)<br />
Operating profit before tax<br />
<strong>and</strong> non recurring items:<br />
€226 million<br />
(37% of Accor total)<br />
Ebitdar margin:<br />
40.4%
Service providers<br />
1million affiliates<br />
Individual users,<br />
personal life<br />
Accor <strong>Services</strong>' business model is based on its ability to bring together stakeholders<br />
<strong>and</strong> to leverage its expertise in managing customer relationships <strong>and</strong><br />
transaction flows. 90% of the business's revenue is generated by commissions<br />
paid by customers <strong>and</strong> service providers.<br />
Stepping up the pace<br />
of acquisitions<br />
Acquisition opportunities enable Accor<br />
<strong>Services</strong> to procure expertise that<br />
can then be developed. The recent<br />
purchase of Delicard in Finl<strong>and</strong> is one<br />
example. A gift voucher that enables<br />
beneficiaries to choose from a variety<br />
of gourmet food products, Delicard is<br />
widely distributed by companies for<br />
the year-end holidays <strong>and</strong> will be<br />
developed in Belgium <strong>and</strong> Germany.<br />
Acquisitions are also used to increase<br />
market share. The purchase of<br />
Commuter Check ®, a US leader in<br />
transit benefits with operations in 15<br />
cities, provides Accor <strong>Services</strong> with a<br />
nationwide product <strong>and</strong> will make it<br />
the country's leading issuer of transit<br />
vouchers.<br />
Partnerships are another<br />
means of consolidating leadership<br />
positions. To issue France's<br />
new people care vouchers<br />
(CESU), a joint company was<br />
created last December in which<br />
Accor holds a 60% stake <strong>and</strong><br />
Caisse d'Epargne the remaining<br />
40%. Bien-Etre à la Carte ®, an<br />
Accor <strong>Services</strong> subsidiary, <strong>and</strong><br />
Europ Assistance have also joined<br />
forces to create Bien-<br />
Etre Assistance ®, a business<br />
Beneficiaries<br />
21million users<br />
Individual users,<br />
working life<br />
Groups of users,<br />
working life<br />
Companies<br />
Customers<br />
340,000 companies <strong>and</strong><br />
public institutions<br />
Public<br />
institutions<br />
platform for offering people care services<br />
that is available to companies <strong>and</strong><br />
institutions.<br />
In all, €500 million will be invested<br />
in the <strong>Services</strong> business over the next<br />
five years, with the pace of acquisitions<br />
to accelerate as products are<br />
developed <strong>and</strong> a ROCE objective<br />
of 20%.<br />
Accor <strong>Services</strong> is committed to ranking<br />
first in all its markets, demonstrating leadership<br />
in innovation while maintaining<br />
double-digit growth in earnings.<br />
Four service<br />
lines<br />
of which three for companies <strong>and</strong><br />
one for institutions<br />
Employee benefits<br />
(78% of revenue)<br />
for a better work-life balance<br />
■ Two flagship products: Ticket<br />
Restaurant ® meal vouchers in mature<br />
markets <strong>and</strong> Ticket Alimentacion ®<br />
food vouchers in emerging markets.<br />
■ An array of new solutions, including<br />
childcare, transport <strong>and</strong> pension<br />
vouchers, as well as a new people<br />
care voucher, issued in support of<br />
the French government's CESU<br />
program, which has a promising<br />
future.<br />
Incentive <strong>and</strong> loyalty<br />
programs<br />
(12% of revenue)<br />
Accor <strong>Services</strong> designs <strong>and</strong><br />
manages incentive campaigns<br />
<strong>and</strong> loyalty programs through its<br />
Accentiv' consulting br<strong>and</strong>, <strong>and</strong><br />
offers gift vouchers, gift catalogues<br />
<strong>and</strong> other special offers through<br />
its Compliments ® br<strong>and</strong>. These<br />
products are sold to companies'<br />
sales <strong>and</strong> marketing departments<br />
in 24 countries.<br />
Expense management<br />
(5% of revenue)<br />
To help companies control <strong>and</strong><br />
manage business-related expenses,<br />
Accor <strong>Services</strong> markets a<br />
range of products for automotive<br />
fuel with Tarjeta Gasolina ® in<br />
Latin America, fleet vehicle maintenance<br />
with Ticket Car ® <strong>and</strong><br />
work clothing/uniform cleaning<br />
with Clean Way ® in France, the<br />
United Kingdom <strong>and</strong> the<br />
Netherl<strong>and</strong>s.<br />
Social programs<br />
(5% of revenue)<br />
Solutions like Ticket Service ®<br />
enable local authorities to ensure<br />
the proper use <strong>and</strong> traceability of<br />
public funds earmarked for specific<br />
groups.<br />
LETTER TO SHAREHOLDERS - APRIL 2006<br />
7
SPECIAL OFFERS<br />
Bordeaux invites you to a wine celebration<br />
From June 29 to<br />
July 2, hotels in the<br />
Bordeaux region will<br />
organize concerts,<br />
an art exhibition <strong>and</strong><br />
an enormous table<br />
d'hôte, in the true<br />
tradition of Southwestern<br />
France. Don't<br />
miss this exciting<br />
event.<br />
Novotel Le Lac<br />
Arriving guests will receive a winetasting<br />
pass entitling them to visit the<br />
st<strong>and</strong>s of participating Bordeaux<br />
vineyards <strong>and</strong> sample their vintages.<br />
€49 instead of €69<br />
Per person rate for one night in a double<br />
room, breakfast buffet <strong>and</strong> a wine<br />
festival pass.<br />
Discover the br<strong>and</strong> new<br />
Novotel in Paris<br />
Ideally located in a neighborhood known for its famous brasseries, the<br />
Novotel Paris Gare Montparnasse invites you, for its May 10 opening,<br />
to discover the hotel's 200 rooms featuring all the latest comfort <strong>and</strong><br />
technological amenities. Accor shareholders are entitled to a special<br />
15% discount.<br />
Information <strong>and</strong> bookings by phone at +33 (0)1 53 91 23 75<br />
or e-mail at h5060@acccor.com<br />
Valid every day from May 10 to August 31, 2006, depending on availability, on presentation of<br />
this Letter or the Accor Shareholders' Club membership card upon arrival.<br />
Join the Accor<br />
Shareholders’ Club!<br />
Information, meetings<br />
<strong>and</strong> special offers<br />
For more information, contact the<br />
following hotels in Bordeaux <strong>and</strong><br />
mention this offer:<br />
Mercure Le Lac***: Tel: +33 (0)5 56 43 36 72<br />
Mercure Château Chartrons****: Tel: +33 (0)5 56 43 15 00<br />
Mercure Cité Mondiale****: Tel: +33 (0)5 56 01 79 79<br />
Mercure Aéroport***: Tel: +33 (0)5 56 34 74 74<br />
Mercure Mérignac***: Tel: +33 (0)5 56 55 93 42<br />
Mercure Sud Villenave-d’Ornon**:<br />
Tel: +33 (0)5 56 87 82 86<br />
Novotel Aéroport: Tel: +33 (0)5 57 53 13 30<br />
Novotel Centre Meriadeck: Tel: +33 (0)5 56 51 46 46<br />
Novotel Le Lac: Tel: +33 (0)5 56 43 65 00<br />
Valid every day from June 29 to July 2, depending on<br />
availability. For one or two children, the room (if shared<br />
with parents) <strong>and</strong> breakfast are free of charge, depending<br />
on the hotel.<br />
Gift Month at<br />
Accor Thalassa<br />
From May 28 to July 8, Accor Thalassa<br />
is offering a number of extras in its La<br />
Cure ® by Accor Thalassa spa treatment<br />
package.<br />
■ “My Gift” : the single room supplement<br />
is offered free of charge*, a savings<br />
of up to €1,000 (at Sofitel Thalassa Biarritz)<br />
per spa patient.<br />
*with the exception of Dinard, Quiberon, Dax <strong>and</strong> the<br />
Sofitel Porticcio, Timi Ama <strong>and</strong> Essaouira.<br />
■ “Our Gift” : the sixth day of spa treatment<br />
is offered free of charge*, a savings<br />
of up to €100 (at Ibis Quiberon <strong>and</strong> Sofitel<br />
Thalassa Vichy Les Célestins) per spa patient.<br />
(No reductions for guests not receiving spa treatment).<br />
*with the exception of Dax, Biarritz, Carnac, Dinard<br />
<strong>and</strong> the Sofitel Diététique Quiberon, Thalassa<br />
Quiberon, Essaouira <strong>and</strong> Timi Ama.<br />
(1) These offers are valid from May 28 to July 8 for La<br />
Forme ® by Accor Thalassa spa packages of at least<br />
six days of treatment <strong>and</strong> six nights (with one meal;<br />
with the exception of Résidence Carnac: seven nights<br />
without meals) at Accor Thalassa establishments.<br />
The offers are not retroactive, may not be combined<br />
with other promotions <strong>and</strong> are subject to the availability<br />
of a limited number of rooms in each establishment.<br />
Examples of prices:<br />
La Cure ® by Accor Thalassa package<br />
at the Mercure Thalassa Les Sables<br />
d’Olonne<br />
■ €859 instead of €954 per person<br />
(double room facing east), a savings<br />
of €95<br />
■ €954 instead of €1,134 per person<br />
(single room facing east), a savings of<br />
€180.<br />
(Rates for rooms with a sea view available on request.)<br />
The offer includes six days in the spa<br />
(four treatments a day), six<br />
nights in a double or single<br />
room with one meal included,<br />
<strong>and</strong> unlimited access to the<br />
wellness area, which features<br />
a sauna, Turkish bath, swimming<br />
pool, <strong>and</strong> fitness room.<br />
The Accor Shareholder Extra:<br />
The Accor Thalassa Institute<br />
special offer of moisturizing<br />
body butter <strong>and</strong> sugar scrub.<br />
Generally sold in shops for a combined<br />
total of €49, these two products will be offered as<br />
complimentary gifts in establishments distributing<br />
Accor Thalassa Institute br<strong>and</strong> products, depending on<br />
availability. In case of shortages, guests will be provided<br />
with other products selling at the same price. (Photo<br />
does not necessarily represent the products selected).<br />
Information <strong>and</strong> bookings available<br />
with Accor Thalassa by phone in<br />
France at +33 (0)1 46 62 45 44,<br />
using the «LAAVRIL» password.<br />
The Letter to Shareholders is published by the Accor Investor Relations <strong>and</strong> Financial Communications Department - Tour Maine-Montparnasse - 33, avenue du Maine - 75755 Paris Cedex 15<br />
Publisher: Éliane Rouyer - Design <strong>and</strong> editing: Laurence Duc - Production: GIP Communication<br />
Photo credits: © L.Aubert - © F.Charaffi - © Y.Forestier/Deadline Photo Press - © J.Y.Garcia - © J.Lebar - © D.Lefranc - © F. Rambert - © P.Wang - Accor photo library - All rights reserved