In this report, the selecting organisation is Accor Hotels, a French multinational
International tourism and Hospitality group, the project aims to analysis the current
strategies, both internal and external factors will also be analysed on the
organisation in this report.
2.1 The business
Accors is a French based International Tourism and Hospitality group, it
was fist established by Paul Dubrule and Gerard
Pelisson in 1967, they were also the founder of SIEH hotel group, during the same year they opened the first Hotel, Novotel
in Lille Lesquin. It was later expanded to Internationally with Switzerland, Middle
East and Cameroon.
Accor has over 4100 Hotels in 92 countries around the world. Accor
provides Hotels in every range, from five-star luxury Hotel, Sofitel,
midrange Novotel Hotels to price economic Hotel, ibis budget.
market and customers are from all over the world, these involves from business travellers
to regular travellers, with different class and segments, European customers are
their main target, in a total over a third of a million accommodations in the
current times Accor are currently in the top hotel chains and globally a powerful
brand that provides advances, top-quality service to the hotel customers and
partners, and of course there are quite a few competitors, their main rivals
are Wyndham Worldwide Corporation, InterContinental Hotels Group and Marriott
International. According to Tore, (2017) these are the main competitors because
based on ratings Holiday Inn (IHG group) and Hiltons hotels and resorts have a
higher Brand Strength Index (BSI) score, when Accors’s Novotel sit under wit 84.5
2.3 Global coverage and expansion.
Pelisson and Dubrule wanted to develop and keep expanding the company, and
therefore Ibis was created, a no frills hotel brand. The other brand under
Accor was Novotel, Novotel was a good start, during the time in was well known
as easy parking, dependable quality, and quick service. Novotel had regional
demands in style because they character, and offers restaurant. In 1970s,
Novotel became one of the top hotel chains in Europe, with other 240 rooted across
1975, they expand again with the purchase of the Mercure hotel, which the chain
carry Accor more into city areas and for the business traveller market.
had a very rapid expansion back in the early days, and in the 1990s, Accor was
running more hotels across the world than any other within the same industry.
According to Accor (2017a)
Accor’s mission statement is welcoming heart beyond borders, by doing this,
because there are millions
of people in the world living in extreme poverty. 12% of them are young people
and also without basic reading and writing knowledge, out of those millions 60%
of those are women. In developing continents, almost one in five people live on
less than $1.25 a day.
Solidary AccorHotels endowment fund was set up in 2008 to help fight economic and social exclusion of
people at risk of poverty by improving their employability.
Accor also have the
following statement “Their priority mission is to promote access to professionalization, employment or
entrepreneurship, by supporting projects with positive implications for
vulnerable people in countries where Accor Hotels is established.”
There are two levels to act
vocational training and economic development, training is aimed at the empowerment
of beneficial while economic is to support managing or creating income generating
activities. Accor also wants to
accompany emergency situations by helping locals to settle with the
immediate and lasting consequences of humanitarian disasters.
Solidarity AccorHotels can
raise funds which include from their employees and customers, and will always
continue to support more projects and beneficiaries.
3.2 Organization Cultural
to Schein (2004), Culture
is define as custom and right, meaning espoused values, published, publicly announced
Accord culture is built around integrity. Being honest, open and doing the
right thing are principles we all share. This inspires terrific confidence with
the finance professionals to work with and their client companies Accor
finance. Accor love helping companies to reach their potential.
3.3 Social responsibilities
Accor’s Social responsibility provides responsibility in terms of
society and the environment. Their aim is to reduce less food waste by 30% by
2020. Renovations and upcoming projecting, buildings with low carbon and 1,000
urban vegetable gardens in its hotels.
4.0 Resources, competencies and capabilities.
According to Okumus, Altinay, and Chathoth, (2010) the more chance
of having competitive advantage is based of the more resources you participially
have, in this scenario both tangible and intangible can be seen. Starting with tangible,
theses includes physical, financial and human, whereas intangible are factors such
as goodwill and the brand name, because they hold have a copy right that no one
can really do a replicate the version.
Currently the loyalty programme plays a main
role, by the reason of earning points when cardholders(customers) stay within
one of the hotels group, this only works as cardholders, members, meaning that other
travellers who book through
which is not the case for guests who book
through an online agency.Leveraging this principle, competing hospitality
groups, particularly in the United States, have secured between 40% and 60% of
their own bookings. AccorHotels has set the objective of matching this rate
with its own loyalty programs.Deployment of the AccorHotels marketplace also
helps expand the Group’s market share and strengthen its global network.