Hotel Marketing

Hotel Marketing
Accor Days, 19th April 2002
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The Accor marketing system
Coherent and strong hotel brands all backed up by the Accor brand:
coverage of market segments 0* to 5*
geographic coverage: 90 countries
A modern, consistent open-ended technical architecture:
Accortel: a global telecommunications system
standard hotel computer systems (4 PMS referenced)
a single reservation system (TARS)
efficient Web technology
Efficient Area policy covering our network, whatever the management mode
A global sales network with a single business management tool
A client loyalty strategy based on targeted programmes
A partnership policy boosted by the Accor brand
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The Accor marketing system
Strategic and operational marketing, fully coordinated
The Accor brands are clearly positioned
Average room rate
Upscale
150 € - 300 €
Midscale
70 € - 150 €
Economy
23 € - 70 €
No star 5 stars
The brand marketing and distribution policy is defined by International Marketing and
implemented by Operational Marketing:
economy: direct marketing, i.e. reservations with the hotel and via the direct reservation
channels (Audiotel, site Web Accor...)
midscale and upscale: all channels, with appropriate mix according to the brand
and the country. Distribution channels (direct, Travel agencies, Tour
operators, companies….)
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The Accor marketing system
Computer system policy: an operational requirement
A standardized, fully deployed computer system:
All headquarters connected to Accortel
3,000 hotels connected to Accortel
More than 850 hotels equipped with Tars on-line, plus all sales offices and call centers
(approximately 70% of the Sofitel, Novotel, Mercure and Ibis turnover)
Motel 6 and Red Roof Inns distributed through the same reservation system (Accel)
The PMSs of practically all the affiliated hotels comply with the standards
Every day: 37,000 room nights reserved through central channels
82,000 visits to the internet sites
11,000 consultations on the Intranet
120,000 e-mails exchanged
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The Accor marketing system
Accor reservation: client confidence that he/ she will be given the last
room available
The TARS reservation system gives access to all distribution channels, with real-time indication of the
inventory currently available:
in the reservation centres
in the hotels
for salespersons via ASA
SNCF
Minitel
Voice servers
Hotel
TARS On Line
Internet
TARS on
line
Call centre
Hotel
TARS On Line
TARS on line now ensures high responsiveness:
promotions, special rates initiated in the hotels
ASA*
International
sales forces
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Travel agencies
Tour Operators
(via the GDS,
seamless)

The Accor marketing system
The Accor hotel websites: an increasingly popular facility
The Accorhotels site offers rich and easily accessible features:
hotel reservation
professional area
loyalty programme
promotions
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Results are significant and improving
In 2001 Number of visitors: 28,000,000 (x2 vs 2000)
Number of room nights: 2,000,000 room nights through Internet (+92% vs 2000)
2% of total volume
As of end of March N umber of visitors: 6,500,000
Number of room nights: 560,000 (+109% vs 2001)
2.5% of total volume
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The Accor marketing system
The Accor Area policy: a high-leverage advantage
The Accor Area policy now covers more than 80 areas worldwide
Monthly or bimonthly meetings (hotel managers, operations managers, salespersons,
revenue managers)
Assignment of Area objectives
Commercial arbitration
30 areas have revenue managers
And now, starting of the RMS (Revenue Management Systems) deployment phase
And launching of a "market room" in Paris (operations department, sales, revenue management,
group reservation gathered on a single location)
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The Accor marketing system
Integrated sales structure: domestic and international sales in a
single network
The global network of sellers covers all market segments and applies the business policy defined by
the International Hotel Sales Management
Segment Sales
Management
Business Sales
Sales areas
/ Countries
Leisure Sales
Airlines Sales
Sofitel Sales
South America
Southern Europe
U.K.
Sales Manager
Asia-Pacific
France
Sales Support
Departments
Sales Support/Distrib.
ASA / Promo
Publishing/Production
Projects /HR Support
Northern Europe
Developing countries
Germany
North America
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The Accor marketing system
Accor loyalty programmes based on a detailed analysis of the
customer segmentation
B2B : American Express Corporate cards: France, Germany, Great Britain
(162,000 cards)
B2C : Compliment Accor American Express deferred debit payment card (more than
40,000 cards)
Subscription cards: Accor Favorite Guest (21,400 cards)
Sofitel, Novotel, Mercure, Ibis (67,600 cards)
Loyalty cards: F1 (42,000 active members)
RRI (230,000 active members)
Sofitel (this card is being launched)
A common currency on most of the B2C
cards: the Compliment cheques
Accessibility on the Internet, for most
of these B2C programmes
N°012 345 67 89
Validé / Valid
until 06/2002
20 €
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The Accor marketing system
Participation in the loyalty programmes of major airlines is an indispensable complement to the
Accor loyalty programmes. It is also a growing source of business, with more than 300,000 room
nights in 2001
Air France
American Airlines
Quantas
Cathay Pacific
Emirates
and others under development
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The Accor marketing system
Accor brand awareness: powerful leverage for the group’s
partnership strategy
The Partnership policy increases the visibility of our brands and is a high leverage advantage in terms
of new business
AIR FRANCE: Visibility - Fréquence Plus – call forwarding from call centers
(under development) – promotions
SNCF: T + H: 100,000 room nights in 2001 (nearly 35,000 in late March)
DANONE : Breakfast and afternoon snacks for children, Danone Cup
PERRIER: French Open and competition in 7 European countries with Novotel
INTERNET: Andbook/ Worldres and Opodo - Go Voyages
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The marketing system
By the end of 2001, results were tangible:
Resistance of the business, and particularly of the average room rate after 09.11.01
The Revpar of TARS on line hotels is increasing faster than that of non-TARS on line hotels (+2%
to +8% beyond the Revpar growth of non-equipped hotels)
Growing contribution from the central systems now accounts for approximately 20 to 25% of
the total hotel occupancy rate (excluding domestic salesforces):
• Accores: production doubled over 5 years
• Contribution from international sales production (+8% vs 2000)
• Internet: nearly 2,000,000 room nights / 2% of total volume
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The Accor marketing system
Conclusion
The creation of a standardized and open computer system gives all Accor hotels access to all
distribution channels worldwide
Efficient steering and controlled implementation of the Marketing & Sales policy
real-time information
network control, and communication to the hotels
Arbitrations are made every day at all levels for consistency between strategies, allowing resources to be
reallocated as appropriate
The Accorhotels brand, that is present in all hotels, and the web and the various communications
ensure enhanced visibility and strike force for the hotel marketing system
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