Accor The Fast Growing Hotel And Tourism Marketing Essay

Accor The Fast Growing Hotel And Tourism Marketing EssayCurrenly Accor has hotel and service related overseas telegram of descent in nearly 90 countries with 4100 hotels where more than 500000 entourage has been built where customers being offered hotel stays to the specific needs of each business and leisure customer.ACCOR worldwidHotel activities4127 hotels and thalaso sitesSofitel-121 hotelsPullman- 46 hotelsNovotel-395 hotelsMercue-699 hotelsibis-861 hotelsAll seasons-75 hotelsEtap Hotel- 403 hotelsFormula1- 351 hotelsMotel6-1001 hotelsstudio6-59 hotelsHotel without brand-45 hotelsThalasa sea and Spa-16 centreServices for our companies and public institutionsAs a worlds best service provider ACCOR has been providing several flagship product, Ticket restaurant, Accor service designs, develops and manages serve for more than 490000 corporate clients and public institutions. At least 33 one thousand million practisers and 1.2 million affiliated service providers of 40 countries are benifited by the ACCOR.Part-1 of the AssignmentBasis of competitive advantagesACCOR has started its business with the opening move of the first Novotel in Lille in 1967. Since their opening a pioneering smelling of conquest has driven ACCOR to achieve its goal. It is a great success for the ACCOR that they make this spirit of conquest shaped into bases culture. And this culture shaped by a constant concern for people and commitment to the highest performance standard.For more than 40 years, across all brands and regions, Accors five core harbors of intromission, a spirit of conquest, performance, trust and respect have been shared and expressed every day by its 150,000 employees. Managers supplement these values to provide at decenniumdant for team members as section of the roots ongoing transformation and development.Innovation is potmarkThe spirit of conquest is growth enginePerformance is the key to continued successRespect is basis of all relationshipsStrategic c hoice of ACCORACCOR business strategies are being reviwed and amended constantly according to customer demand and other circumstances such as govt policy, political stability etc.Bowmans Strategy Clock-(Referece analysis- www.scribd.com, title- Bowmans stretagic clock, making sense of eight competitive positions)IN advanced open markets, customers purchasing thier products from many consequence of companies, and customers have a tremendous amount of choice. So, its accor duty to find the competitive edge and meet customer needs to get competitive advantage over the rival competetors.ACCOR has make their business stretagy to diferenciate themselve from the others.ACCOR aims to fulfill customers demands according to customers need by perceiving added value.ACCOR value innovation hotelReference www.maaw.info (Title- curve value, management and accounting web)Accors Formule 1 Hotels are ground on a new concept where standard hotel features are eliminated (e.g., restaurants, lounges a nd receptionists except for peak check-in and check-out times). They employ automated tellers instead of receptionist for customers to check-in and check-out. Their rooms are low-pitched and include a bed and only the bare necessities. The rooms are modular blocks that are economical to build and provide good sound insulation. This new concept cut the average cost of building a room by 50% and staff costs dropped from 25-35% of sales to 20-23%. The company captured a liberal percentage of the budget hotel business and expanded the market to people that would not otherwise have stayed in a hotel.The most successful companies were those that used value innovation in all the platforms where innovation plenty take place including product, service and delivery. Compaqs innovations in the computer server industry are used to ornament the idea. To avoid what Kim and Mauborgne refer to as the trap of competing, Compaq focused on creating customer value, rather than what their competito rs were doing.In 2006 ACCOR has launched a complete transformation of its strategic vision, redifing its borders and introducing new business models in twain core business- hotels and services.With fewer owned hotels and a broad portfolio of complementary, attractive brands, Accor Hospitality has established itself as a provider of high value-added services and set ambitious development objectives for 2011.Accor Services is stepping up the technological shift that will reassert its global leadership in prepaid services.Despite the sudden, bully slowdown in the world economy in 2008 and 2009, Accor is leveraging its new strategic vision to drive continued growth, expansion and innovation in both its businesses, backed by the dedication and professionalism of its employees.The six foundations of Accors schemestepping up the transformation processa growth and innovation dynamicpowerful, complementary, recognized brandsunique skills to support the brandspeople, the companys most impo rtant assetgrowth that creates opportunities for everyoneStepping up the transformation processReference- www.accor.comIntensifying the hotel property strategyIn 2006 ACCOR has lauched a real estate strategy based on adepting hotel ownership structure on a case by case basis. Each hotels region, profitibility and market segment are interpreted into consederation to a lower place this strategy. 56% of hotels are now operated under management contracts, franchise agreements or variable-rent leases.Proactive response to structural changes in society-ACCOR hotels and services are able to forbid and integrate new economic and social developments, creating an increasingly varied portfolio of paper slight products and services. ACCOR strategy is to negotiate technological shift proactively delivered delivered via smart cards, the internet or the mobile phones.Powerful, Complementary, recognized BrandsACCOR has several types of hotels such as value innovation hotels with some key facilit ies Formule1 to five star Sofitel. They are being built new brands such as Pullman in the upscale market and all seasons in the non standardised economic segment. the repositioning of Sofitel in the luxury segment,.Unique Skills To Support The BrandsACCOR strategy has been made on the basis of innovation and performance. Accor has developed experties and skills with professional innovative approach for the last 40 years. ACCOR innovative team is capable to deliver real value-added in hotel development, innovation and design, construction maintainance, management and finance, purchasing, training and Human resources, technological support, marketing and distribution. ACCOR has created a unique system with interconnection among the above mentioned unites.People, the companys most important assetACCOR integrated culture has made a strong bridge among the team members in respect of their difference in their ages, cultural positions within the organization. Accor has always give tendin g to its employees with the help of hands on management style and a commitment to skills enhencement, training, recognition and job mobility.Growth That Creates Opportunities For alloneACCOR is a fast growing hotel and service based company. Every year thousands of rooms is being made as part of their business expansion. So, hundrades of people are getting recover to work in ACCOR. ACCOR has been operative for the local people to develop their skills as part of their social activities.Part-2 of the assignmentManagement Green IssuesACCOR hotel group has topped the first Tomorrows Value Rating of Worlds ten largest hotel groups.The value rating assessment has been carried out by Two Tomorrows, the leading sustainability consultancy. According to the research ACCOR has designed a comprehensive approach to managing team who is go round sustainability challenges with highly professional and efficiency.http//www.twotomorrows.com/Two Tomorrows, the leading sustainability consultant sa id the new rating targets to increase debate activities on sustainable business, not only that it aims to chance upon and reward best practices and spur health competition among the largest global important companies.The Tomorrows Value Rating results in the following hotel ranking-Rank1Company Name1Accor Hotel Group2Intercontinental Hotels Group3Marriot4Global Hyatt5Choice6Carlson7Hilton8Wyndham9Starwood10Best western sandwichThomas Krick, Global Programme Manager of the Tomorrows Value Ratingsaid Accor has explored some commendable solution to sustainability challanges. Their piloting innovative energy saving technologies and building, and workings with communities to maximise local procurement, at that placeby ensuring that local benefits from its present.So, it has already recognised that Accor is getting huge competitive advantages from its environmental friendly activities.Managing green issues- Accor activitiesThough most of the freehand hotel groups have noted the envir onmental issues. except management approaches are very immature. Climate change, employment practices, community welfare, wast and sustainable buildings are the most recognise issues which has been taken into consideration by the Accor hotel groups. Though others hotel groups announced the same measures but the evidence of diligent management of the issues is really scarce.Accor activities to manage green issues has been explained below-Local development(www.accor.com)Accor has been working in different developing countries in order to fight poverty. Nearly 75% people around the world living below the poverty line those are depend on agricultural income. Accor strategy is capitalising on its purchasing volume, Accor supports local agricultural business and fair trade.Accor contributes locally to jobs and training.AchievementsThrough a union with the NGO PlaNet Finance in Morocco, Accor ensures a professional training for 100 disadvantaged youths and supports argan oil cooperative s.Through a partnership with the NGO Agrisud , the Sofitel royal stag Angkor in Cambodia has been buying its food products since 2004 from small local producers, while they receive training to develop their expertise and diversify their crops.The F1, Etap Hotel, Ibis and Mercure and Sofitel hotels are offering fair trade products to their guests in more than 17 countries mainly coffee, tea and chocolate.Fight against epidemics(www.accor.com)Accor has set up a project in all of its hotel to increase awarness and legal community effors to countersink the spread of AIDS. According to accor.com there are 33 million people living with HIV virus and 90% of them are unaware of that. A number of training and awarness programmes has been conducted by the Accor hotel authority to increase awarness among the both staff and guests about epidemic of AIDS and meleria. Accor is actively trying to increase awarness about the meleria problem in Africa with the holp of their 13500 staffs.Demograph ic evolution, climate change and travel increase make it easier for new diseases to appear and spread. Thus, the Accor group decided to significantly bolster its involvement in the pr effection of all emerging diseases.Foodwww.accor.comAccor is mobilising its restaurants to promote good habits among the public. Because chronic deseases such as cancer, diabetes, etc are the main resons of death in the world. Accor is working with nutritionist to succeed all ballanced diet on their food menue.ECO prioritiesECO ActionUnited Kingdom The Etap Hotel Birmingham has been recovering rain piddle since 2006, which saves 780m3 of water every year. (78k)Energywww.accor.comSeveral measures has been taken by the ACCOR to turn out enery consumptions which put them as a eco friendly hotels group. Their action has given them huge competive advantage on rival hotels groups such as intercontinental Hotel Group. According to ACCOR hotels web site 100% of the ACCOR owned hotel are equiped with energy- efficient lamps before 2009. 80% of the subsidiary hotels are equiped at the same time. Solar panels has been installed over the wide-cut network in 200 ACCOR hotels before 2009.According to hotel environment charter, 19 energy optimizing measures has been recomanded to implement in each hotel facility such as use of energy-efficient refrigeritors, optimized outside fervour, solar panels to heat swiming pools and more.On the other hand rival Intercontinental Hotel Group says their owned/managed hotels set thir aim to reduce energy use by up to 10% in 2009. They said over the adjacent three years (2010-2012) Intercontinental Hotel Group will save energy 6% to 10%. on a per available room night basis.So, ACCOR measures to reduce energy consumptions clearly give them a competitive advantages over the Intercontinental Hotel Group.water system UseWater consumption per region (m3) 2008Americasm32008281.6EMEAm3200859.7Asia Pacificm320082.1(source- www.ichplc.com, Title- Water consumptio n)ACCOR hotel group works every day with the help of thier extensive hotel network to find sustainable formula to manage their water use. The goal is to use through innovative reutilization technologies. Evry year millions of people fall in sick due to drink untreated water in the developing countries such as Bangladesh, vietnam. ACCOR is working to ensure complience with rigorous sanitary standards in its hotels. ACCOR claimed their owned hotels consume 10% less water per room rentaed than in 2006. 100% of owned hotels and 87% of subsidiary hotels has been equiped according to flow regulators.Waste(Source- accor.com)Accor gives priority to products that use less packaging and are less toxic for the environment at the end of their life cycle. ACCOR has been using different process in its facilities to remove more waste and increase the recycling segments. lonesome(prenominal) 10% of waste products are recycled in the world. ACCOR has set their target to recycle 70 percent paper, ca rdboard and glass. 95% of the owned ACCOR hotels aims to recycle their batteries and compact light ligh bulbs/tubes by 2010.Our approach to waste management is based on the 3Rs reduce, re-use and recycle. Waste reduction has the most economic and environmental benefits (e.g. reduction in Greenhouse shooter emissions) followed by re-use, recycling/composting and energy recovery.Biodiversity1 out of every 4 mammals, 1 out of every 5 fish, and 1 out of every 8 plants are in danger of extinction The beauty of a natural site typically attracts visitors, to the point that tourist hotels are often located in fragile ecosystems. Accor is therefore committed to the preservation of the natural environment by regularly mobilizing its staff.Groupwide programmeThis section presents all the areas in which accor is acting to improve its extend to on the environment and on societyConstructionConstruction of buildings are blames for 40% if energy consumption and 40% of the worlds CO2 emissions. M ain items are heating, lighting and water. Accor will complete to open its 1800 new hotels under their news ecofriendly construction rules.EcodesignPackaging item creats hundrads of thousands tones of wast in the world every day. Though there is signicant chance to reduce the volume of waste it is not been taken seriously by the big companies who are responsible for this wast related problem. Accor is in constact contact with their suppliers to rethink products, reduce unnecessary quantities and giving priority to recycle materials.PurchasingAccor purchases approximately 3 billion euros in products each year.Present in 90 countries, Accor has significant leverage for change through its purchasing. The Group thus wishes to verify that its suppliers respect its environmental and social commitment. Accor is supplied by over 2800 suppliers around the world.ACCOR strategies to get into new market has been analysed on address six key issues-choice of products, choice of strategic markets, mode of entry, transplanting the corporate DNA, winning the local battle, and speed of global expansion. These six issues helps ACCOR go about building global presence in a systematic manner.Part-3 of the assignmentDirection for growthPart-4 of the assignmentRecommendation-Guest involvement in Green concept- It can be a good idea to involve ACCOR guest to their green concept. I believe it will help ACCOR hotels to make them a sustainable hotel group in the world. It is my suggestion to chose all old ages guests to invite them to plant tree on the ACCOR hotel premises with hotel and customer partnership basis. The concept can be interchangeable a old age customer will be invited to plant a tree that tree will be looked after by the company. But the customer of his/ her next of keen will get of 10% of its partnership. A picture of their tree plantation will be displayed in museum style room. Every year the guest will keep in touch and the progress of the tree will be informed. Every year their family will be invited to an event based on their forestation partnership project. I believe after 15-20 years this project can bring huge revenue for the company. If the customer die their next of keen will be more emossional. I hope their family members will come very often to see that nature friendly activities. I made this elaborately which is very difficult to explain in few words.Justification of the recommendationStrategic objectives of the recomandation-Selecting third world countries for mid range hotel- Usually there are two types of hotels are being built in third world countries especially in Bangladesh, Vietnam, Sri Lanka and others developing countries. An example can be cited on Bangladesh to justify my recommendation.