D. Otras medidas para el control de las operaciones internacionales entre relacionados
VI. Conclusiones
It is also the leading global
hotel group by number
of rooms in the Europe,
Asia-Pacific, Latin America,
and Africa Middle East markets.
Sustained openings in 2014, with more than 200 hotels and 30,000 rooms2014 saw a sharp increase in Accor’s hotel openings, with growth of 30% compared with 2013. In line with the Group’s strategy of growing its asset light portfolio, the vast majority of these openings were managed (60%) or franchised (30%) hotels. The recent strategy of shaping the economy division around the ibis family has boosted Accor’s growth in this segment. Accounting for more than 50% of rooms opened in 2014, ibis main- tained an impressive pace of one opening every three days.
With 12,000 rooms opened last year, the Asia- Pacific region enjoyed record growth of 43%. It now accounts for over 40% of the Group’s expansion, led by Indonesia (17 hotels, 3,3005rooms), China (15 hotels, 2,900 rooms) and India (7 hotels, 1,500 rooms). Accor also gained significant footholds in other promis- ing Asian markets including Malaysia, South Korea and Myanmar. Europe came second, with nearly 10,000 rooms opened, including 2,200 rooms (34 hotels) in France and 2,500 rooms (16 hotels) in Germany. Also noteworthy was the robust performance in Latin America, where Accor opened 30 new hotels and 4,500 new rooms, including 25 owned hotels in Brazil.
Record signatures in 2014, with 300 hotels and 54,000 rooms
The number of new contracts signed by Accor’s development teams increased by more than 50% in 2014 compared with 2013, reflecting unparalleled vitality. Signatures of
200 HOTELS IN BRAZIL In 2014, Accor crossed the threshold of 200 hotels in Brazil, now the Group’s third-largest market in the world, with 33,400 rooms operated in 84 cities. With a pipeline of 144 hotels and 22,500 rooms, Accor has consolidated its position as the undisputed leader of the hotel industry in this country.
hotels due to open in the next few years broke down as 66% under management, 30% under franchise and fewer than 2,000 owned and leased rooms. Unsurprisingly, the Asia- Pacific region accounted for 52% of signa- tures, with 28,000 rooms, of which 30% in the Upscale segment, 30% in the Midscale seg- ment and 40% in the Economy segment. As in 2013, more than 100 hotels were located in Europe. However, exceptional performances were also achieved in the Africa Middle East region, with signatures for 6,700 rooms (including 3,000 in Saudi Arabia), and in Latin America, with 6,300 new rooms, mainly in Brazil and more particularly in Rio de Janeiro ahead of the 2016 Olympics.
The world’s largest pipeline outside the United States, with 840 hotels and 156,000 rooms
Year after year, Accor ’s pipeline keeps getting stronger: it had 20,000 more rooms
Caesar Park Rio de Janeiro Ipanema, Brazil
100 HOTELS
IN THE MIDDLE EAST
Accor is on track to reach the threshold of 100 hotels in the Middle East by 2017, with the opening of 35 hotels and 9,000 rooms under development rounding out the current portfolio of 66 hotels and 16,000 rooms in operation. Saudi Arabia is on the front lines, with the partnership signed with the Alesayi Group. Its goal of 20 hotels and over 5,000 rooms gives Accor strong growth potential, allowing it to consolidate its regional leadership.
at the end of 2014 than at the end of 2013 (136,000 rooms), even after a busy year in terms of openings. This development is per- fectly in tune with the Group’s strategy, as 70% of new rooms are under management contracts and 20% under franchise agree- ments. The Asia-Pacific region represents the greatest potential, with over 80,000 rooms or 52% of the pipeline, followed by Latin America, where Accor is cementing its lead- ership position with 28,000 new rooms, of which 22,500 (144 hotels) in Brazil. The Africa Middle East region is also enjoying strong growth, with 10% of the pipeline and nearly 70 hotels and 16,000 rooms already committed. Europe’s pipeline is smaller, with 20% of committed rooms, due to the short development cycle based largely on the acquisition of existing hotels under franchise. An extraordinary performance was achieved in Russia (41 hotels, 7,600 rooms), despite the country’s economic difficulties, as well as
i n t h e U n i t e d K i n g d o m ( 3 0 h o t e l s , 4,500 rooms) and in Turkey, where business is really taking off (10 hotels, 2,000 rooms).
DIVERSIFICATION OF ACCOR IN ASIA
In addition to its strong positions in China, Indonesia and India, Accor is enjoying spectacular growth in many other Asian countries. Apart from Thailand, which already boasts 55 hotels backed by a robust pipeline of another 14 hotels and 3,000 rooms, the Group is set to open 25 hotels and 6,000 rooms in Malaysia in the coming years, 15 hotels and 3,500 rooms in Vietnam, 7 hotels and 2,400 rooms in South Korea, and 8 hotels and 1,900 rooms in Myanmar, the latest jewel in the Group’s crown. These developments will enable Accor to consolidate its leadership in these countries, which offer great potential for growth among business and leisure guests in a largely regional market.
HOTELSERVICES FOCUS ON CHINA
A STRATEGIC
PARTNERSHIP
THE ACCOR/HUAZHU PARTNERSHIP IN FIGURES OVER2,000
HOTELS IN CHINA (OVER 1,900 HUAZHU HOTELS, 144 ACCOR HOTELS) OVER500
HOTELS IN PLANNING FOR THE TWO GROUPS47
MILLION MEMBERS OF THE TWO LOYALTY PROGRAMS WILL ENJOY PRIVILEGED ACCESS TO 5,600 HOTELSThe strategic alliance between Accor and Huazhu has given rise to a key player in the Chinese hospitality market, combining more than 2,000 hotels in a varied portfolio of brands and the industry’s biggest pipeline in the country. The partnership will allow Accor to speed up its expansion in the world’s big- gest travel market.
Terms of the alliance
Accor becomes a shareholder of Huazhu, with a 10% stake and a seat on the company’s Board of Directors, while Accor’s Economy and Midscale operations in China become part of Huazhu. Accor has given its Chinese partner an exclusive master franchise for the development and operation of hotels under the Novotel, Mercure, ibis, and Mei Jue
(Grand Mercure) banners in China, Taiwan and Mongolia. This exclusive agreement is subject to the achievement of a minimum level of development for Accor brands. Accor continues to operate and develop all of its other Luxury and Upscale brands – Sofitel, Pullman, MGallery and The Sebel – in China through a company in which Huazhu will hold a 10% minority interest. Huazhu’s investment will give Accor privileged access to key partners and investors in the region to speed up its development. Hotels operated by Huazhu under Accor banners will apply the international standards defined by the Group, and will benefit from the global distri- bution channels and loyalty programs of both entities, as well as from Huazhu’s repu- tation in China.
Qi Ji, founder, Chairman and CEO of Huazhu with Sébastien Bazin, Chairman and CEO of Accor, during a press conference in Paris on December 15, 2014. “This ground-breaking
collaboration will leverage the strengths of Accor’s global brands with a leading player in Chinese hospitality. Joining Huazhu’s unparalleled local expertise with our brands will create a hospitality powerhouse that will deliver unprecedented value to both groups and to our customers.”
Sébastien Bazin,
Chairman and Chief Executive Officer of Accor
ibis Chengdu Wenjiang Floraland, China
MAMA SHELTER IN BRIEF
WELCOME TO MAMA SHELTER
Accor’s acquisition of a 37% stake in Mama Shelter demon- strates the Group’s determination to draw inspiration from new, innovative “lifestyle” concepts. Twenty new “Mama” establishments are scheduled to open over the next five years.
In less than six years, Mama Shelter has successfully created atypical, collaborative, popular and modern living places in Paris, Marseille, Lyon, Istanbul and Bordeaux. Mama estab- lishments are not just hotels. They are more like urban retreats where guests feel at home thanks to the warm and trendy design by Philippe Starck, and the friendly atmos- phere that attracts guests of all ages, from all countries, all cultures and all ethnic backgrounds.
Mama Shelter is to open in Los Angeles in May 2015, and is already working on opening an address in Lille, a second location in Paris, and other projects in Geneva, Mexico City, Tel Aviv, Barcelona, Hamburg, Sydney and London.
By accessing Accor’s development and distribution net- works, this partnership will allow Mama Shelter to step up the pace of openings and offer its guests new destinations. On the other hand, Mama Shelter will enable Accor to expand its offering and enrich it with original living spaces and complementary expertise.
HUAZHU AND ACCOR IN CHINA
Huazhu is a leading, fast-growing Chinese hospitality group that ranks 13th worldwide(1)
with a portfolio of more than 1,900 hotels. Its brand portfolio covers the full spectrum of the market from Upscale (Joya, Manxin) to Midscale (JI Hotels, Starway) and Economy (Hanting, Elan and Hi Inn), making the group a perfect match with Accor. Huazhu has the strongest pipeline of any hotel group in China to fuel future growth. Huazhu Hotels Group is part of the China Lodging Group, listed on NASDAQ.
Present in China for over thirty years, Accor currently has 144 hotels in the country across eight brands in the Luxury/Upscale (Sofitel, Pullman, MGallery, Grand Mercure), Midscale (Novotel, Mercure) and Economy (ibis, ibis Styles) segments.
(1) Source: Annual ranking of the world’s biggest hotel companies – HOTELS 2014.
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