WHY INVEST IN ACCOR GLOBAL DEVELOPMENT - March 2020
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WHY INVEST IN ACCOR GLOBAL DEVELOPMENT March 2020
2 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
FOUDING IDEA :
THE DÉMOCRATISATION OF DESIGN
The aesthetic codes of ‘‘ high price point ’’ applied to an ‘‘ accessible price point ’’
STEVEN MEISEL FOR PRADA STEVEN MEISEL FOR ZARA
4 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
LUXURY
REDEFINED
Modern luxury is about lifestyle and attitude, not about ostentatious demonstration of wealth /
It is where Tribe idea started
EASE TO MIX&MATCH AFFORDABILITY LIFESTYLE
Aesthetics goes beyond Inflated prices are not Beyond fashion and
brands. The final result is appealing. Modern brands, modern luxury is
what matters. High-end luxury is inclusive, not being lived and shared
branded goods are easily limited to a small elite with peers. It is enacted
matched with basic fast- group. Affordability is through behaviors,
fashion pieces of outfit. what makes modern attitude and habits,
Mixing garments and luxury sustainable, towards others and
graphics, regardless of unique and towards brands. Beliefs
price is a new way to be personalized without guide purchases and
regarded as unique. compromizing style. choices, with minimal
impact from brand’s
advertising.
5 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
CORE PRINCIPLES THAT DRIVE LONG-TERM BRAND VALUE FOR TRIBE
01. 02. 03.
Guest centric Design driven, Artfully curated
‘Edited’ experience from the ground up & locally connected
Our brand narrative is built around the notion of Contemporary design accross all the touchpoints. A dialogue between the ‘inside and outside’. Our
‘Tribe’ – a diverse community connected At the heart of this strategy is goal is to connect and contribute to
by a ‘new’ set of priorities. a « Signature Designer » for each property the fabric of each neighborhood we enter
Tribe Brand Introduction — Accor Hotels Commercial In Confidence
DESIGN
DRIVEN
Affordable Luxury
& Democratization
of good design 2 A signature designer for each property,
each Tribe hotel has its own vibe Design
philosophy: Urban Luxury 3 Contemporary design across all the
touchpoints, iconic curated objects
& books, common open spaces
DESIGN DEMOCRATIZATION SIGNATURE DESIGNER ICONIC DESIGN OBJECTS
7 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
EDITED
EXPERIENCE
Listen to our guests & provide
them with reduced range of service
but truly what they want 2 Small but smart rooms
With signature exclusive
Bed & Amenities 3 Limited but Fresh & Healthy
food & beverage buildout &
offer great Coffee
KEY SERVICES FOCUS SMALL & SMART ROOMS THE BEST OF F&B
8 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
SMART
BUSINESS MODEL
2 3
Reduced space programming,
Low manning Drive room rate premium per sqm,
high perceived value for traveler,
higher return on investment
command midscale pricing for
economy size product
REDUCED SPACE PROGRAMMING LOW OPERATIONAL COSTS PREMIUM PER SQUARE METER
9 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
OUR PLACE Middle east and africa dev
and d&ts presentation
10 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceTRIBE AMBITION
>15
hotels committed
>50
in the pipeline
(hotels committed and under active negotiation)
>150
hotels targeted in 5 years
11 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceACTIVE TRIBE
TARGETED OPENINGS
CITIES TRIBE
AMSTERDAM OPENINGS
PARIS XVII
DUBAI 2020 TRIBE TRIBE
HONG KONG ORLÉANS CENTRE GLASGOW
KUALA LUMPUR
LONDON TRIBE TRIBE TRIBE
NEW YORK ADELAIDE WARSAW BUCHAREST
OPENINGS
PARIS
2021
SAO PAULO TRIBE TRIBE
MELBOURNE PHNOM PENH
…
12 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceTRIBE
PROJECTS COUNTRY CITY PROJECT ROOMS OPENING YEAR
Australia Adelaide TRIBE Adelaide 256 2022
15projects Australia
Australia
Melbourne
Melbourne
TRIBE Melbourne Collingwood
TRIBE Melbourne Nexus
206
140
2021
2022
&5,500rooms Cambodia
Poland
Phnom Penh
Warsaw
TRIBE Phnom Penh Riverside
TRIBE Warszawa
260
116
2021
2021
Poland Krakow TRIBE Krakow Stare Miasto 144 2022
Romania Bucharest TRIBE Bucharest 120 2021
COMMITTED United Kingdom
Estonia
Glasgow
Tallinn
TRIBE Glasgow Clyde Street
TRIBE Tallinn
290
150
2020
2023
France Paris TRIBE Paris XVII 80 2020
France Orléans TRIBE Orléans City Center 74 2020
Germany Baden-Baden TRIBE Baden-Baden 133 2022
France Paris St Ouen TRIBE St Ouen Mairie 112 2022
USA New York TRIBE Hudson New York 916 2021
Indonesia Bali TRIBE Bali Kuta Beach 174 2022
13 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceUPCOMING TRIBE PROJECTS TRIBE PARIS 17 BATIGNOLLES, FRANCE 79 keys Scheduled to Open in May 2020 Hotel Conversion Project Status: Renovation started in December 2019 ID: Thierry D’Istria
UPCOMING TRIBE PROJECTS TRIBE PARIS 17 BATIGNOLLES, FRANCE
UPCOMING TRIBE PROJECTS TRIBE PARIS 17 BATIGNOLLES, FRANCE
UPCOMING TRIBE PROJECTS TRIBE PARIS 17 BATIGNOLLES, FRANCE
UPCOMING TRIBE PROJECTS TRIBE ORLEANS, FRANCE 74 keys Scheduled to Open in July 2020 New Built Project Status: Construction started ID: Desjeux Delaye
UPCOMING TRIBE PROJECTS TRIBE ORLEANS, FRANCE
UPCOMING TRIBE PROJECTS TRIBE ORLEANS, FRANCE
UPCOMING TRIBE PROJECTS TRIBE ORLEANS, FRANCE
UPCOMING TRIBE PROJECTS TRIBE GLASGOW, SCOTLAND 290 keys Scheduled to Open in Q3 2020 Building conversion Project Status: Construction started ID: Space Invader
UPCOMING TRIBE PROJECTS TRIBE GLASGOW, SCOTLAND
UPCOMING TRIBE PROJECTS TRIBE GLASGOW, SCOTLAND
UPCOMING TRIBE PROJECTS TRIBE WARSZAWA, POLAND 116 keys Scheduled to Open in 2021 Building Conversion Project Status: Design Schematics ID: Stone Design
UPCOMING TRIBE PROJECTS TRIBE WARSZAWA, POLAND
UPCOMING TRIBE PROJECTS TRIBE WARSZAWA, POLAND
UPCOMING TRIBE PROJECTS TRIBE WARSZAWA, POLAND
UPCOMING TRIBE PROJECTS TRIBE PHNOM PENH RIVERSIDE, CAMBODGIA 260keys Scheduled to Open in late 2021 Building Conversion Project Status: SA ID:
UPCOMING TRIBE PROJECTS TRIBE PHNOM PENH RIVERSIDE, CAMBODGIA
UPCOMING TRIBE PROJECTS TRIBE PHNOM PENH RIVERSIDE, CAMBODGIA
UPCOMING TRIBE PROJECTS TRIBE SAINT OUEN MAIRIE, FRANCE 112 keys Scheduled to Open in June 2022 New Built Project Status: Design Schematics ID: Michael Malapert
UPCOMING TRIBE PROJECTS TRIBE SAINT OUEN MAIRIE, FRANCE
UPCOMING TRIBE PROJECTS TRIBE SAINT OUEN MAIRIE, FRANCE
UPCOMING TRIBE PROJECTS TRIBE SAINT OUEN MAIRIE, FRANCE
UPCOMING TRIBE PROJECTS TRIBE KRAKOW STARE MIASTO, POLAND 144 keys Scheduled to Open in March 2022 Building Conversion Project Status: Design Schematics ID: Stone Design
UPCOMING TRIBE PROJECTS TRIBE KRAKOW STARE MIASTO, POLAND
DESIGN
PHILOSOPY
WHAT DO WE WANT OUR SPACES TO ‘FEEL’LIKE ?
URBAN LUXURY
A Tribe Hotel interior is a balance between being Dramatic, disruptive moments are experienced
connected to a location (the urban) and a series as guests move through the hotel, interspersed
of bespoke, design-led experiences (luxury). with spaces that encourage guests to pause.
At the core of this concept is not only how A dynamic use of pattern, colour and unexpected
a space is used, but how it feels and how it material composition contrasts the utilitarian
connects to the brand. We aim to create an nature of the base layer. A rich, textural and
intimate relationship between our guest and layered environment is created that, whilst feeling
his or her immediate physical surroundings. expensive and high quality, isn’t necessarily costly.
A distinct feeling of being innately connected
to a particular city or place, and completely The result is a series of flowing spaces that are
immersed within a luxury environment. approachable, accessible and comfortable to work,
play and live in. A series of intelligent installations,
The foundation of a Tribe Hotel aesthetic is an designed to connect with our guests, and
open volume of exposed, raw, honest surfaces to encourage them to interact with each other
— blurring the lines between the hotel’s exterior and their shared environment. The result is
environment, responding to an urban ideology. urban luxury, re-defined.
38 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceEACH TRIBE HAS ITS OWN VIBE Contemporary & bold design which redefines urban luxury
11. Universal Design Studio (UK)
TRIBE INTERIOR EUROPE 1. Travis Walton (UK) 12. 3stories (UK)
2. Space Invaders (UK) 13. Afroditi Krassa (UK)
D&TS Contact: Antoine BOURRISSOUX, 3. Dexter-Moren Associates (UK) 14. Saar Zafrir (The Netherlands)
SVP D&TS Europe 4. Conran & Partners (UK) 15. Mulderblauw (The Netherlands)
DESIGNER COLLECTION
5. Black-Sheep (UK) 16. WeWantMore (Belgium)
6. Martin Brudnizki (UK) 17. Desjeux-Delaye (France)
7. B3 Designers (UK) 18. Michael Malapert (France)
8. Central Design Studio (UK) 19. MOHA Architecture (France)
9. Feix & Merlin (UK) 20. Laurent Maugoust (France)
10. Michaelis & Boyd (UK) 21. Les 2 Ailes (France)
22. Sarah Lavoine (France)
23. Theirry d’Istria (France)
24. Fabien Roque (France)
25. Oscar Ono (France)
26. Stone Designers (Spain)
27. Patricia Urquiola (Italy)
28. Rizoma Architetture (Italy)
29. Dreimeta (Germany)
30. MIXD (Poland)
31. Sundukovy Sisters (Russia)
NORTH & CENTRAL AMERICA 32. Kontra (Turkey)
D&TS Contact: Giulio ARTICO, 33. HBA Studio, Dubai, UAE
VP D&TS North & Central America
ASIA
1. Studio Munge (Canada) D&TS Contact: Robert CRESTANI,
2. Celano Design Studio (NYC)
3. Chapi Chapo Design (Canada)
SVP D&TS N & S E Asia
4. The Design Agency (Canada)
5. AvroKO (NYC) 1. Travis Walton (Australia)
6. Avenue ID (L.A.) 2. Onion (Thailand)
7. Beleco (L.A.) 3. Domisilium Studio (Indonesia)
4. Farm (Singapore)
SOUTH AMERICA 5. Soda (Thailand & Singapore)
MIDDLE EAST 6. Greymatters (Thailand)
D&TS Contact: Paulo MANCIO, D&TS Contact: Aly ALSHARIF, 7. Santhaya + Associates (Thailand)
SVP D&TS South America VP D&TS Middle East 8. EDG Design (Singapore)
1. Melina Romano (Brazil) AFRICA & INDIAN OCEAN 1. Travis Walton (UK & Australia)
2. Triptyque (Brazil) 2. Stickman Tribe (Dubai)
3. Estudio Penha (Brazil) D&TS Contact: Craig ERASMUS,
3. Wilson & Associates (Dubai)
PACIFIC
4. Gristani & Cussen (Chile) VP D&TS Africa & Indian Ocean 4. Bishop Designs (Dubai) D&TS Contact: Chris BROODRYK,
5. Sundukovy Sisters (Dubai) VP D&TS Pacific
1. LYT Architecture (South Africa) 6. Philip Watts Design (UK)
2. Source IBA (South Africa) 7. Stylt (Sweden) 1. Travis Walton (Australia)
8. Lazaro Rosa- Violan (Spain) 2. Techne (Australia)
3. RotheLowman (Australia)
4. KREAT (Singapore)NON- NEGOTIABLES 41 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
GUEST JOURNEY & EXPERIENCE – STANDARDS AT A GLANCE
ARRIVAL COMMUNAL SPACES PRIVATE SPACES
APPROACH / ENTRY CHECK IN RETAIL LIFT LOBBIES LOUNGES WORK / PLAY / EAT CAFE & BAR GRAB & GO COURTYARD GYM FLOOR CORIDOR ROOMS
Create a sense of familiarity to Provide a sophisticated Think of the seamless
the brand sanctuary for our guests and interaction of home living to
local neighbors. private bedroom – the natural
Retaining originality and unique sense of entering the
spaces Innovative spatial design “downtime”
Include subtle touch points Encourage guests to use the Our private spaces at Tribe
which allude to Tribe as a brand space as their own – a “hotel offer guests a more tailored and
like a home” philosophy. simplified experience
Inspire guests with a sense of
excitement and a desire to Still enhanced by a considered
explore beyond. focus on a design-led
experience.
42 Tribe Brand Introduction — Accor Hotels Commercial In ConfidenceCOMMONS Part hotel, part collaborative workspace, part social hub Supported by barista made coffee and free WiFi for all Curated & Innovative design : areas Collaborative spaces : meeting tables, charge and USB ports Colourful and artfully curated : contemporary art objects and books
44 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
“FOOD PHILOSOPHY?
SIMPLE – ALWAYS
FRESH, LOCAL &
ACCESSIBLE – 24/7”
Amir Nahai, Chief Executive Officer Food & Beverage and Lifestyle brands
45F&B AT TRIBE KEY MARKERS SMALL F&B FOOTPRINT SERIOUSLY GOOD BARISTA GRAB & GO PUNCHY BREAKFAST LUNCH & DINNER / 10 ITEMS MENU MAX
F&B AT TRIBE
FOOD & BEVERAGE
AN OFFER ADJUSTED TO YOUR HOTEL
Option 1
Very little staff, few equipment (not necessarily extraction), mainly cooking assembly
Option 2
Small restaurant, few staff member, short menu (10 items)
Option 3
Full restaurant, extended menu
47F&B AT TRIBE
FOOD & BEVERAGE
SERIOUSLY GOOD BARISTA
“Naturally, we’re pretty serious when it
comes to coffee.”
▪ In-house or takeaway
▪ Inspired by our own love of caffeine
▪ Partner with local traders and proven
operators that know the good from the bad
▪ A communal environment perfect for
business breakouts
48F&B AT TRIBE
FOOD & BEVERAGE
GRAB & GO
▪ 24/7
▪ Fresh & fast
▪ Local
▪ Convenient
▪ Considered & refined
▪ User activated
▪ Design led
▪ Open invitation
49F&B AT TRIBE
FOOD & BEVERAGE
PUNCHY BREAKFAST
▪ Offer of varied hot drinks
▪ Fresh fruit juice
▪ Varied bread offer
▪ Pastries
▪ Granola, homemade muffin & muesli
▪ Fresh fruits
▪ Local jams
50F&B AT TRIBE
FOOD & BEVERAGE
LUNCH & DINNER
“Local & International signature
dishes.”
Two possibilities :
▪ Short Menu
▪ Extended Menu
5152 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
ROOMS Room size from 17 to 22 sqm Overnight Essentials Tribe signature bed and luxe linens Tribe Dreamy Mattress Free unlimited WiFi 40” Flat Screen Smart TV Free movies on demand In-room safe Coffee and Tea Mini fridge to stock as you wish
54 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
SIGNATURE BED (QUEEN OR TWIN) 2 sizes • Queen (160x200cm) Garment can be changed according to • Twin (2 x 90x200cm) room design Custom-made bed base Made exclusively for Tribe 55 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
AMENITIES
VISIT TRIBE WITHOUT LEAVING YOUR SEAT…
58 Tribe Brand Introduction — Accor Hotels Commercial In Confidence
ACCOR DISTRIBUTION SOLUTION*
ACCOROFFERS>110GLOBALDISTRIBUTIONPARTNERSHIPSATBESTMARKETCONDITIONS
*All Accor brands excluding recently integrated:
Source : CRS Official figures as of 2019 Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, TribeDISTRIBUTION PERFORMANCE POWERED BY ACCOR
FORMIDSCALE&ECONOMY–ROOMREVENUEBASED
INFLUENCED HOTEL DIRECT*
*E-mails & cluster services
VOICE
35% DIRECT SALES
ACCOR WEB
ALL.ACCOR.COM + APP
BRAND.COM
16%
2%
73% FOCUS WEB 50%
OF MIDSCALE &
ECONOMY ROOM 19%
27% (ACCOR WEB + WEB PARTNER)
REVENUE COMES HOTEL
THROUGH ACCOR PMS
CENTRAL
RESERVATION
SYSTEM
50M ROOM NIGHTS
7%
31%
38% INDIRECT SALES
€4,525M ROOM REVENUE
WEB PARTNERS
(OTAs)
GDS/IDS
Official figures as of 2019NEW BOOKING
ENGINE & APP
1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES
ALL.ACCOR.COM
▪ 300M Website + App visits ▪ 56% Mobile and App visits* ▪ Plugged to ALL.ACCOR.COM
▪ 2,200 Destinations ▪ 1 Download every minute
▪ 18 Languages
*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL
Official figures as of 2019NEW LOYALTY
PROGRAM
THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL
LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM
Central
NEW LIMITLESS EXPERIENCES AND ▪ 64M Loyalty members worldwide South
Europe
EXTENDED OPPORTUNITIES America
North & 6%
TO EARN & REDEEM POINTS ▪ 31% Loyalty contribution rate Central
8%
America,
▪ X 2 Members stay twice more
NEW BENEFITS Caribbean
ASPAC
▪ 2 New tiers (diamond & limitless hidden tier) ▪ X 2 Members spend twice more 11%
31%
▪ 34 Brands and +
▪ Suite Night Upgrade Nothern
214M Europe
▪ F&B outside a stay
12%
150
NEW PARTNERSHIPS 120 Other
▪ PSG – Games / Net media value +€200m to
100 Europe,
70 France
ALL Middle-East
4 4,7 64 12%
▪ AEG – Worldwide arenas & festivals 32 40 53 & Africa
▪ IMG – Taste festivals 20%
2016 2017 2018 2019
Official figures as of 2019 ALL FRS HuazhuAPPENDIX 1 Brand USPs 2 Brand Network & Pipeline 3 Brand Foundations 4 Brand Platform 5 Brand Experience 6 Brand Communication 7 Brand Performance
DEVELOPMENT CRITERIA
PROGRAMMING AAA ULTRA CITY CENTER
LOCATION, HISTORIC WORLDWIDE
CONVERSION
RECOMMANDED 120 – 300 122 – 300
NUMBER OF ROOMS
HOTELS
ROOM AVERAGE SIZE 15 – 20 sqm 17 – 22 sqm
TGFA / ROOM 30 – 40 sqm 35 – 45 sqm
RECOMMANDED PRIME SECONDARY AIRPORTS
120 and + 120 and +
NUMBER OF ROOMS LOCATIONS LOCATIONS SUBURBS
RESORTS
20 – 25 sqm +
ROOM AVERAGE SIZE 17 – 22 sqm + balcony
balcony
INTERNATIONAL
CAPITALS KEY CITIES
TGFA / ROOM 35 – 45 sqm 40 – 50 sqm
& RESORTS
Public area concept:
FOOD & BEVERAGE 3-5 Lounge Living Zones, Café / Bar, Grab &
MAJOR DOMESTIC
Go, Station, Casual Dining, Reheat Kitchen, DESTINATIONS
Co-working spaces , Retail space
Enhanced F&B Offer for ASPAC & Middle OTHER CITIES &
East & Africa
Swimming Pool (nice to have)
ATTRACTIVE
WELL-BEING Gym required TOURISTIC
MEETINGS Meeting Rooms close to Public Areas concept DESTINATIONS
preferable
Official figures as of 2019DESIGN & TECHNICAL SERVICES
GUIDELINES
TRIBE BRAND BOOK TRIBE DESIGN BRIEF TRIBE CONSTRUCTION AND TRIBE HOTEL EQUIPMENT
Can be used before HCSA is signed Can be used before HCSA is signed RENOVATION STANDARDS Can be used after HCSA is signed
Can be used after HCSA is signed
TRIBE STYLE BOOK TRIBE INTERIOR DESIGNER COLLECTION TRIBE ART & CULTURE
Can be used before HCSA is signed Can be used before HCSA is signed Can be used after HCSA is signed
Official figures as of 2019JOIN THE TRIBE !
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