Accor

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Accor

logo
legal form Société anonyme
ISIN FR0000120404
Seat Issy-les-Moulineaux , France
FranceFrance 
management Sébastien Bazin
( Chairman and CEO )
Number of employees 250,000
sales 5.631 billion euros
Branch Hotel industry , real estate
Website group.accor.com
As of December 31, 2016

Château Frontenac , Canada
Mercure Opole, Poland
Sofitel Taba Heights , Egypt
Company logo since 2020

Accor is an international French companies for Augmented Hospitality with headquarters in Issy-les-Moulineaux . It is listed on Euronext in Paris and is part of the leading index CAC 40 . The company operates as an operator, owner and investor in hotels . In 1967, the first Novotel hotel opened in Lille, which laid the foundation for the group. In the 1970s the company expanded beyond France, and in 2017 Accor was one of the largest hotel chains in the world with 5,000 hotels in 110 countries. The company is the market leader in Europe.

history

Establishment of the hotel company SIEH

In 1967 the former IBM managers Paul Dubrule and Gerard Pélisson founded the “Société d'investissement et d'exploitation hôteliers”, SIEH for short. In the same year, the company opened the first hotel under the name Novotel at Lille Airport . When designing the house, the two founders were guided by US chains that have locations in suburbs or on larger highways. By 1973 the number of Novotel hotels had risen to 23. In order to address price-conscious customers as well as the middle class, SIEH opened the first Ibis hotel in Bordeaux in 1974 . A year later, the company took over the Mercure hotel chain and was able to significantly expand its market position. In the 1970s, SIEH expanded its business to include catering , in particular by purchasing the Courte Paille restaurant chain. The company also expanded to Africa , Latin America and the Middle East to offer hotels to French tourists in these countries. In 1980, SIEH acquired the luxury hotels under the Sofitel brand from the French industrialist Jacques Borel, who had previously also worked for IBM. This made SIEH one of the first companies to operate hotels in the budget, middle-class and premium range.

Acquisition of Jacques Borel International

By the end of the 1970s, SIEH had developed into the market leader in Europe with 240 hotels under the brands Ibis, Mercure and Novotel. In order to further expand the service sector, in 1982 SIEH entered into a bidding competition with Sodexo for the catering company Jacques Borel International. In 1983 SIEH finally merged with Jacques Borel International to form the Accor Group. As a result, Ticket Restaurant, a French service provider for meal vouchers, also joined the group. At the time of the merger, Accor had 440 hotels and 1,500 restaurants. The company employed around 35,000 people in 45 countries. Regardless of the merger, Accor also stepped up its hotel business: in 1985 the group launched the Formule 1 chain, now known as Hotel F1 . These were budget hotels without stars. Accor had above-average success with the concept, the company developed into a pioneer in the budget hotel industry. In parallel with the continuous expansion of the Ibis hotels, Formule 1 became the fastest growing chain in Europe. Until the 1990s, Accor opened an average of one new hotel under the brand every week.

Market leadership in budget hotels

In 1990 Accor bought the US hotel chain Motel 6 , making the group a world leader in budget hotels. The acquisition was supplemented in 1991 by the establishment of the low-budget chain Etap Hotels (now Ibis Budget ). In 1991 it also took a majority stake in the hotels of the Belgian-French tourism group Compagnie Internationale des Wagons-Lits . In the early 1990s, Accor generated around two thirds of its sales in the hotel industry and one third in the catering trade. Although Formule 1 achieved a high return, not least, the company struggled with problems. In addition to the effects of the overall economic environment, the group suffered from the fact that its own hotels sometimes competed with one another, which is why the decentralized profit center structure that had existed since the 1980s was more centralized. In 1999 Accor presented a new concept for hotels under the name Suitehotel, which offered their guests an above-average amount of space and several rooms. The so-called suite hotels were especially designed for business travelers, city travelers and families planning longer stays. Today the houses operate under the Novotel Suites brand.

Expansion of global presence

After the turn of the millennium, Accor stepped up its global business: in 2000, for example, the group introduced the so-called “Meal Service Card” in China. The hotel chain Ibis expanded throughout the Asia-Pacific region, but China was also at the center of its activities. The chain's first hotel opened in 2003 in Tianjin City . In 2004, Accor merged its casinos into a barrier joint venture that became the market leader in Europe. In 2006 the group ventured to India, among other things the hotel chain Formule 1 started there. The international expansion was financed not least with the sale of some hotels, so that from then on Accor was only responsible for the management of the houses. The sale of the stake in the French tourism company Club Méditerranée also attracted greater media attention . The reason for this was on the one hand that Accor could not achieve a majority in the company. On the other hand, Accor wanted to concentrate more on its core business in the hotel and service sectors. The strategy was initially not viewed positively by investors, and the Accor share, listed on Euronext in Paris, then fell sharply in value. At the same time, Accor faced new competition in the budget hotel sector.

Reorganization of the hotel brands

Company logo 2015 to 2019

In order to strengthen the hotel business, Accor adjusted the strategy of its brands. The company founded the All Seasons hotel chain in 2007 and MGallery (now MGallery by Sofitel) in 2008. All Seasons (now Ibis Styles ) was not as standardized as Ibis and gave hotel operators who license the brand as a franchise more freedom in designing their houses. MGallery was initially an upscale variant of Mercure hotels modeled on boutique hotels . Accor also reintroduced the Pullman brand in the premium segment. The group had already obtained the rights to it in 1991 by purchasing the hotels of the Compagnie Internationale des Wagons-Lits , but has since given up Pullman. With the reintroduction of Pullman, Sofitel has been positioned even more strongly as Accor's most luxurious brand. In addition, Accor launched a customer loyalty program around the world in 2008 under the name “A | Club” . In all hotels with three or more stars, customers could collect points in order to redeem them for rewards or to achieve status advantages. For example, Accor won Europcar and Miles & More as partners for “A | Club” (now called “ALL - Accor Live Limitless”). In 2008, Accor acquired a majority stake in Motivano, a UK employee benefit company, for its services sector.

Splitting up of the group

After sales and profits shrank from 2007 onwards due to the global economic and financial crisis , Accor decided on a tough austerity course. In 2009 there was a dispute in the management of the group. The reason was that the General Director and President of the Board of Directors should be reunited in one office. This was proposed by the financial investors Colony Capital and Eurazeo , who together held around 30 percent of the shares and wanted to increase their influence at Accor. As the two posts had only been separated three years earlier to avoid a conflict of interest, some members of the Board of Directors resigned in protest. Regardless, the investors ultimately got their proposal through. In mid-2008, Accor announced plans to spin off its gift and restaurant voucher business into a separate company. This, too, was repeatedly requested by financial investors because it generated significantly higher profits than the hotel industry. After the Board of Directors and shareholders had also validated the split, the Accor Services division was floated on the stock exchange under the name Edenred in mid-2010.

Concentration on the hotel industry

Although Edenred was responsible for a large part of Accor's market capitalization, the group's shares remained in the leading index CAC 40 even after the split . With the company's focus on the hotel industry, digital activities became more and more important. For example, the company developed an online check-in and introduced the electronic dispatch of invoices. In 2011 Accor announced a modernization of the Ibis hotel chain, which provides most of the group's hotels. Etap Hotels and All Seasons brands have been renamed Ibis Budget and Ibis Styles. This made Ibis the central brand in the budget area. In 2013 Accor changed its organizational structure again: the business with its own hotels was separated from the management and franchise operations. Accor returned to the hotel real estate market as a strategic investor and later opened its real estate division to external investors.

In order to present the focus on the hotel industry more strongly to the outside world, the group has been operating exclusively under the AccorHotels brand since 2015, while the legal name of the parent company has not changed so far. In 2016 AccorHotels then took over FRHI with its hotel chains Fairmont , Raffles and Swissôtel , all of which are in the upscale category. Accor also agreed a strategic partnership with the Hamburg hotel chain 25hours, under which AccorHotels acquired 30% of 25hours. Under the name Jo & Joe Accor hotels a hotel chain called into being, which is dedicated to the Generation Y depends. The group also intensified its efforts to significantly reduce the CO 2 emissions of its houses. Most recently, the group received more attention for Nicolas Sarkozy's move to the Board of Directors. He will be responsible for the Group's strategy in a newly created committee.

organization

AccorHotels is a Société Anonyme , a public limited company under French law. The company name is "Accor SA". The purpose of the company is all activities that concern the operation of hotels and related businesses. The share capital amounts to 854,303,010 euros, divided into 284,767,670 ordinary shares with a nominal value of three euros each. They are traded on Euronext in Paris. The management of the company is incumbent on a board of directors , the members of which are appointed by the shareholders. In addition, at least one director represents the Group's employees. No member of the Board of Directors may be over 75 years old, and no more than a third over 70.

Board of Directors

The Board of Directors is the highest management and control body of AccorHotels. He is responsible for all decisions of fundamental importance. AccorHotels uses the one- tier system . The committee currently has 16 directors: Sheikh Nawaf Bin Jassim Bin Jabor Al-Thani, Vivek Badrinath, Jean-Paul Bailly, Philippe Citerne, Iliane Dumas, Mercedes Erra, Aziz Aluthman Fakhroo, Sophie Gasperment, Qionger Jiang, Iris Knobloch, Bertrand Meheut, Nicolas Sarkozy, Patrick Sayer, Isabelle Simon, Natacha Valla and Sarmad Zok. Moreover Sébastien Bazin, since 2013 Chairman of the Board of Directors ( Chairman ) and Chief Executive Officer of Accor Hotels. Before that he was European head of the investment fund Colony Capital .

Executive Committee

The two business areas of AccorHotels, "HotelInvest" and "HotelServices", have their own management and reporting structure. However, they are led by a joint body, the so-called Executive Committee . It is comparable to the board of a German stock corporation. The Executive Committee, for example, decides on all projects with a budget of more than five million euros. In addition to Sébastien Bazin, the Executive Committee has 13 other members: Arantxa Balson, Gaurav Bhushan, Sven Boinet, Chris J. Cahill, Steven Daines, Jean-Jacques Dessors, Michael Issenberg, Patrick Mendes, Jean-Jacques Morin, Amir Nahai, John Ozinga , Laurent Picheral and Sophie Stabile.

Hotel brands

In the 2015 financial year, Accor had 3,873 hotels with 511,517 rooms worldwide. France was the Group's largest market with 1,598 hotels and 144,009 rooms. In 2015, Accor owned 331 hotels, the remaining hotels were rented, leased or operated as a franchise , with fixed or variable rates . The brand with the most hotels is Ibis, which also includes Ibis Budget and Ibis Styles. In Europe, Ibis is the market leader, both in terms of the number of hotels and rooms. With Ibis Styles, Ibis Budget, BreakFree and greet, Ibis is part of the Accor economy segment . The midscale segment includes the brands Novotel, Mercure, Mama Shelter, Mantra, Tribe and Adagio. The group classifies Swissôtel, Sofitel, Pullman, MGallery by Sofitel, Grand Mercure, Mövenpick, Fairmont, Raffles, Rixos and The Sebel as luxury and upscale hotels.

Logos of the Ibis hotel chain
Overview of hotel chains by brand and region (2015):
Hotel chain France EMEA APAC AMER total
Sofitel 11 43 43 17th 114
Pullman 13 26th 63 6th 108
MGallery by Sofitel 24 28 27 3 82
Grand Mercure 0 2 40 4th 46
The Sebel 0 0 25th 0 25th
Novotel 112 169 118 29 428
Suite Novotel 19th 12 0 0 31
Mercure 239 338 93 71 741
adagio 28 15th 0 7th 50
Ibis 384 393 153 139 1068
Ibis Styles 115 87 59 9 310
Ibis budget 330 167 32 22nd 551
Adagio Access 45 2 0 0 47
Hotel F1 237 0 0 0 237
Formula 1 0 1 7th 0 8th
total 1598 1289 680 306 3873

In addition to the brands mentioned, the group was involved in the Dorint hotel chain in Germany from 2002 to 2007 .

criticism

In 2016 the TV magazine ZDFzoom reported on the misleading use of hotel stars . The hotels complained about are not classified by the German Hotel and Restaurant Association , but have given themselves the stars. The Sofitel on Berlin's Gendarmenmarkt , for example, was also affected by the allegations . The management justified the false information to ZDFzoom with a "communication glitch". Accor regretted the erroneous use of stars and emphasized that it was very interested in a correct classification. The hotel itself was officially classified after the broadcast.

In March 2019, the broadcaster ABC reported allegations that the hotel chain was deliberately accommodating Aborigines in worse rooms than other guests. A corresponding instruction would have been sent to employees in June 2018 by email. The broadcaster then made two bookings itself as a test. The allegations were then confirmed. An employee of the hotel also confirms this. Accor announced that it would investigate the allegations.

Web links

Commons : AccorHotels  - Collection of Images

Individual evidence

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Coordinates: 48 ° 49'59.9 "  N , 2 ° 16'8"  E.