A report Investigating Accor Group of Hotels

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A report Investigating Accor Group of Hotels
A report Investigating Accor Group of Hotels
Introduction
The Accor Group of hotels is the sixth-largest hospitality company in the world with operations in over 110 countries globally. The multinational hospitality company boasts of over 300,000 employees and 5,100 hotel locations. Its portfolio includes a variety of hotels, franchises, resorts and vacation properties which are in the luxury, premium, midscale, and economy segments of the market. Over the years the group has strengthened its position in the lifestyle sector in response to the high demand from various market segments. Travelers who choose the Accor brand are attracted to its uniqueness and new experiences offered. The services and products offered by the French multinational company are a response to changing lifestyles. The company has also partnered with major firms with these alliances being beneficial to its customers. Its success has been attributed to their concern for the well being of people and commitment to high-performance standards. Accor is noted to have passion-driven employees equipped with the right skills to offer customers extraordinary experiences. The group of hotels has five academy campuses that provide training to their professions ensuring that their skills are top-notch.  The company is committed to hotel growth as seen through both organic growth and acquisition. Recently there has been a strong focus on emerging markets especially in sub-Saharan Africa, South-East Asia and the Middle East.
Accor Brands and Products 
Accor offers one of the world’s largest brand portfolios that reach various segments of the population thus creating customer loyalty. Accor Group of hotels realizes that strategic branding is imperative for profitability and the development of a long-term relationship with clients. Accor luxury brands are based on the idea that consumer trends change with time and industry shifts are inevitable. In their luxury portfolio, they have Bayan Tree, Delano, Orient express, Raffles, and Fairmont among others.  The premium category features hotels like Pullman, Mondrian, Art Series, Mantis and MGallery Hotel collection. Its economy section was developed in response to consumer demand. Hotels like ibis budget, greet, ibis styles, Breakfree, jo&joe and hotelF1 are low-cost brands that offer clever accommodation. Its midscale category includes the likes of Mama Shelter, Mantra, Mercure, Novotl, and Aparthotel Adagio. The hospitality company also boasts of brands like Wojo and Mama Works which offer co-working spaces. Over the next three years, they hope to be a top brand in this consumer category. Accor also features an entertainment segment that includes places like Paris Society, Thalassa Sea, and very chic, Gekko, Adoria, and John Paul. These brands are termed as business accelerators that allow them to be ahead of the curve when it comes to digital capabilities. The hospitality giant also offers a one of a kind loyalty program. Customers are offered rewards while experiencing spectacular services and these benefits have attracted a wide range of clients to the business. The wide range of brands features various products that attract customers. These products serve to position the company as a global leader especially in the tourism sector.
Executive Decision-Making Models
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