Brand presentation Paris June 2012 - Orbis
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Brand presentation
Paris June 2012
1
ibis Family 19 octobre 2012 2
: A Mega Network…
Eastern Europe
2011
Western Europe
Poland 18
2011
Russia/CEI 6
France 757
Germany 175
UK 79
Asia Pacific
2011
Latin America China 51
2011 Africa & ME Indonesia 15
Brazil 69 Inde 3
2011
Morocco 16
TODAY AROUND 1 600 hotels
BY 2015 AROUND 2 100 hotels
Source : 2011 – Megadev end of August
3
International Accor Brands Covering the
Economy And Budget Segment
4
ibis brand identity
SOURCE BRAND
ESSENCE SIMPLICITY - MODERNITY - WELL BEING
ULTIMATE COMFORT PERSONALIZED DESIGN ESSENTIAL COMFORT
BRAND
ESSENCE
HIGHEST LEVEL OF SERVICE ALL INCLUSIVE OFFER RIGHT PRICE
CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUAL
BRAND
CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUAL
CHARACTER
EMOTIONAL
WELL BEING HAPPY MOOD TRANQUILITY
BENEFITS
ULTIMATE COMFORT ESSENTIAL COMFORT
RECOGNIZABLE DESIGN ULTIMATE COMFORT
RECOGNIZABLE DESIGN
FUNCTIONAL HIGHEST LEVEL OF SERVICE PERSONALIZED DESIGN ESSENTIAL+PAY PER USE SERVICES
BENEFITS BEST VALUE FOR MONEY ALL INCLUSIVE OFFER THE RIGHT PRICE
DENSE WORLDWIDE NETWORK URBAN NETWORK DENSE SUBURBAN NETWORK
BRAND SIMPLICITY - MODERNITY - LIFE ENJOYMENT
& CUSTOMER
SHARED VALUES
SUSTAINABILITY
ECONOMY SEGMENT & AFFORDABILITY
MARKET
FUNDAMENTALS QUALITY - CLEANLINESS - SAFETY - CONNECTIVITY
5
Each Brand Matches Specific Customer Expectations
To Catch All The Market
“ I like Ibis because “ I like IBIS STYLES
because the hotels are “ I like IBIS BUDGET
they take care of me, I because they offer just
feel at ease, all in different styles,
they are fun and what I need at the
everywhere, and all right price. What more
this for a reasonable their offer is all
inclusive” do you want? ”
price.”
6
A Profitable Business Model
KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE
SAME…
Low costs
Network
(building &
consistency
operating)
Awareness Affordability
Direct distribution Volume
7
Brand Vision & Ambition
The 2-stars hotel in Europe is one of independent hotels,
therefore is a potential for a franchised brand
Penetration of Hotel chains
Countries 2005 2010 Trends 2010 compared to 2005
United Kingdom 40,9% 45,5%
Penetration rate – 2
Belgium 38,4% 37,3%
star integrated hotels
Netherlands 40,2% 32,3% chains in Europe
France 26,1% 29,4%
Spain 16,2% 18,4%
* European Union of 27 member countries in
Germany 4,2% 6,7% 2010, 25 in 2005 (excluding Romania and
Bulgaria).
Italy 1,7% 3,1%
TOTAL in Europe* 14,3% 17,3% Source : mkg hospitality database
Becoming a leading franchiser hotelier of the
Ambition economical qualitative non standardized hotel segment
Size of the network per country is key in the strategy
8
The Brand 19 octobre 2012 9
Brand positioning
ECONOMIC AND NON-STANDARDISED
DESIGN SPIRIT
ALL INCLUSIVE OFFER
95% FRANCHISES
CITY CENTERS or business districts or resorts
HUMAN SIZE HOTELS
LARGE TARGET
10Essential DNA Heating
total +
sound Bedding
cooling
proofing Size
( 100x200
Free &
Total /160x200)
Additional unlimited
darkness Standard
little internet
quality
extras 3 types
Familly offer of rooms Comfortable
Welcome Kid All Double, Twin et lighting
Pak inclusive Suite
General lighting,
Tv channel offer 10% hosting families
ambience
Special menus Breakfast +
internet lighting,
Equipment
reading lighting
Equipment
Kid 26” or 32” LDC TV
Corner + Breakfast Multimedia
room connectivity
(60% of
Modulable furniture
clients)
Conviviality (table, seats)
area Signage Mirror / Storage
10% of clients Brand’s
Including miam standard Bathrooms
miam & clik clik
prior to hotel Shower in
functions
opening priority (1m²)
Name
Brand’s Washbasin
policy WC
11Customers - Who Are Our Clients
KEY FIGURES
• Domestic clientele: 78%
• 66% men
• Mainly aged 35/49
Germany France
1%
• Stay length: 1,3 nights
Less than 600€ NA
600€ and 1500€ 13% 10% • Income : Both in Germany and France
Between
MONTHLY
1500€ and 2300€ 14% 18% 50% des clients have revenues between 1500€ et 5300€
NET INCOME
(household) 2300€ and 3800€ 26% 31%
3800€ and 5300€ 7% 19%
• 14% clients represent 45% sales*
More than 5300€ 9% 9% * Figures for AClub members only / Source : DMR ACLUB brands all seasons
Wish not to answer 21% 10%
Source : Ifop 2011 customer survey drivers)
CHARACTERISTICS
• They want no bad surprises in terms of quality, cleanliness, safety
• In economy hotels, they want additionally affordability and connectivity
• They are looking for value for money, convenience and 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
12Customers - What’s Our Clients Say
“I’ll be back, because it’s all so easy and
practical. ”
“When you stay here, you already know
breakfast is included, but then you find
out that there are little extras, which is
really nice. ”
“all seasons is a sure bet. You can rest
assured that everything will go well. ”
“The original, atypical design is part of
what makes it so nice”
13Franchisees Feedback
Etienne and Philippe Girard, Accor Group franchise
holders since 1992, own all seasons Nancy Centre Gare:
they’ve done it! (…) we really liked the friendliness and the ‘family’
orientation. The all seasons product made it very easy to
Salim Nazaraly, Accor franchise holder and Chair of
adapt our hotel…all seasons is a young, fresh, friendly
the Mercure France franchise holders’ association, brand with a strong network across France and with brisk
owns all seasons Paris development.
(…) 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 Jack and Evi Trost, owners and directors of all
revenues…despite it being a difficult seasons Frankfurt:
year…
(…) it’s a young, fresh and fun brand…plus, it
has the advantage of being part of the Accor Group,
with
international distribution and recognition.
they’ve never regretted it…
14Competition
+
Standardized
-
- +
Design approach
15Strong Network ambition
350
To reach a critical size of the network,
by a fast and qualitative development,
guarantying the brand suitability
150
14 countries
115 171 hotels
86 15034 rooms
81
61
48 18/05/2012
40
18
D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 D 13 D 14 D 15
Network evolution / Sept 2007 – Dec 2015
16Quality exigency
Mystery visits and
product audit
Mystery calls
Hygiene audit
Quality charter
24/7 quality
phone number
Guest e-book
GSS survey
17Brand essentials key of success
For the client
Great Value for
All inclusive
offer + Design Spirit = money
perception
For the network
Strong
Essential DNA
Essential DNA + development
ambition
+ Quality
exigency
18All inclusive offer
+ +
design room Internet connection all-you-can-eat
breakfast
welcome gift free coffee, tea an newspaper, magazines and
mineral water selection of TV channels
19All inclusive offer Family offer
10% of family suites welcome kid pack Children breakfast
and Kid corner
children TV channel general equipment children menu
for families in the restaurant
20Design spirit The room unavoidable
• A big bed
• A large flat screen television
• A multi purpose space
• Spacious bathroom
21Design spirit • Modular furniture
• Use of the light
• Importance of colours
22Price Positioning
ibis Styles is positioned on the
economic segment.
segment Our prices Standard
Promotional
must always be, at least, 25% rates rates
lower than midscale hotels
located on the same micro- 1 ibis breakfast
market. min.
1 ibis breakfast 25% min.
min.
25% min.
Affordability is a real
component of our pricing DNA. An
economic brand is driven by D-405 D-20 D
volume more than average room
rate.
Among the ibis brands, ibis
Styles should always have higher
rates than ibis and ibis budget
on the same micro-market because
we are all-
all-inclusive.
inclusive 23Global frame for pricing policy
Public Negotiate Group
rates d rates
rates
100% Standard flexible Standard rate OTAs
rate
Dynamic corpo.
-5 %
rate
-10 %
-15 % Advance booking
rate
-20 % Summer/Winter
offer
Leisure Busines
-25 % group s group
rate rates
-30 % Travel agent’s
rate
-35 %
-40 %
-45 % Accor employee
rate
-50 % ibis Styles
Tuesdays
24Brand 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 25 for P.R. purpose.
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.
26Meeting offers
Meet & Eat : All-
All-inclusive one-
one-day meeting
A confortable meeting room
+ A welcome coffee, 2 in-
in-room breaks and a lunch/buffet in
the meeting room.
+ Equipment required for a meeting: overhead projector,
paperboard…
+ Support and smiles from the staff :)
Meat & Sleep : All-
All-inclusive residential seminar
All-
All-inclusive accommodation (room + breakfast + Wi-
Wi-Fi) for
participants
+ A confortable meeting room
+ A welcome coffee, 2 in-
in-room breaks and a lunch/buffet in
the meeting room.
+ Equipment required for a meeting: overhead projector,
paperboard…
27
+ Support and smiles from the staff :)Worldwide objectives
>18 COUNTRIES AND
350 HOTELS IN 2015
ONE OPENING PER WEEK
28ibis Styles photo gallery 19 octobre 2012 29
all seasons
Yogyakarta
Indonesia all seasons Aachen City Germany
RECEPTION
all seasons
Düsseldorf Neuss
Germany
30all seasons Bordeaux Aéroport Merignac France
LOBBY
all seasons Aachen City Germany all seasons Paris Bercy France
31all seasons
Aachen City
Germany
all seasons Aachen City Germany Ibis Styles Lille Aéroport Lesquin France
BREAKFAST
all seasons
Paris Gare de l'Est
Château Landon
France
32Ibis Styles Rennes Saint Grégoire France
KIDS
CORNER
all seasons
Strasbourg Gare
France
33all seasons Annemasse Genève France all seasons Compiègne France
MEETING
ROOMS
all seasons
Menton Centre
France
34Ibis Styles Luzern City Switzerland
all seasons
Aachen City
Germany
BEDROOMS
all seasons
Frankfurt City
Germany
35all seasons Berlin Mitte Germany
all seasons Hamburg City Nord Germany
BEDROOMS
all seasons
Menton Centre
France
36all seasons Toulon Centre Congrès France all seasons Amiens Cathédrale France
BEDROOMS
Ibis Styles
Paris Pigalle Montmartre
France
37ibis Styles Global Marketing
110 avenue de France, 75013 Paris – France
ibisstyles.com – accorhotels.com
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