accor global development february 2020 · second-hand products and objects •renovation design...

ACCOR GLOBAL DEVELOPMENTFEBRUARY 2020

WHY INVEST IN GREET

A brand focusedon essentials that make sense…

2

greet MOOCC development 2

DESIGN

VIDEO

Diversity & Inclusion

Associations, charity Local sourcing & upcycling

Fresh handmade products

Recreative Outdoor

Families & tribes Animated lobby

Shared table / bar

Places

People

Objects

We give a second life to independent hotels.We give a second chance to objects through upcycling & re-use of furniture.

We promote the circular economy by sourcing from flea markets, garage sales & charity stores.

We give a second chance to people, through professional retraining /reintegration and by working with

charitable organizations.

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Withmeaningful brand markers…

7greet MOOCC development 7

—greet MOOCC development 8

FOLS MOBILE

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STANDARD ROOMSUP TO 2 PAX

FROM 12 SQM

PREMIUM ROOMSGOOD VIEW

OR BIGGER ROOMSUP TO 3 PAX

FAMILY ROOMSUP TO 4/6 PAX

20% OF INVENTORY


—

r

ArrivalThe Facade

Welcome drink

Welcome-in

Social Hub

Communal table

Greet signage

Small shop

Chill space

greet times

Rooms

Pure

Pop

Family / Tribe

F&B

Breakfast

Bar & Snacking

Outdoor

Activities & Games

Check-Out

Greet Wall

GUEST JOURNEY BRAND MARKERS

Brand Presentation 12—

M

M

M

M

M

M

M

M

M

M

M

M

M

M

M

M

Mandatory Marker

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A visible and bookablebrand…


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A strong brand identity

Joyful colors Fonts Tone of Voice Iconography Collaterals


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A corner on all.accor.com & part of ALL loyalty program!


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A global Instagram account


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Media coverage

100+ clippings 20.5M+ reachgreet MOOCC development 18

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An ambitious development…


hotels in

10 yearsin Europe

20


hotel leads

hotels signed (1000 rooms)

secured pipeline Europe

hotels committed

or under active negotiation


— 22

Upcoming projects:

1. Greet Marseille Saint Charles 60#2. Greet Marseille Aiport Vitrolles 47#3. Greet Lyon Confluence 78#4. Greet Nancy Houdemont 57#5. Greet Vienne Airport 350#6. Greet Paris Hippodrome Vincennes 150#7. …

Network:

1. Greet Beaune France 52#2. Greet Darmstadt Germany 204#


—Brand Presentation 23

Flagship 2019

greet hotel Beaune, France

NETWORK & PIPELINE


Upcoming opening 2020

greet hotel Marseille Aéroport, France

NETWORK & PIPELINE



greet hotel Lyon Confluence, France

NETWORK & PIPELINE



greet hotel Porte de la Chapelle, France

NETWORK & PIPELINE



greet hotel Bourges, France

NETWORK & PIPELINE

Thanks to a powerfulbusiness model…

28


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USPs

Unique eco approach


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USPs

Easy hotel conversion


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USPs

Profitable business model

A “budget footprint” for an “economy ADR”

• 23 sqm per key (TGFA)

• Optimized investment cost

thanks to «2nd chance objects»

• 10 to 20% increased ADR

• 15% F&B revenue


— 32—

Where eco-design is key…

greet MOOCC development

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design philosophy


second hand furnitureeco-design approachsocial engagement

Brand Presentation 33

Second-hand objectsgive each hotel its own specific identity,

whether they have been restored, or repurposed.

Each living space has been designed to promote fun, friendliness and positive

hospitality. The decor invites guests to linger, take a five minute break and connect with

others.

DESIGN

VIDEO

GUEST EXPERIENCE

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A design

Community.

A unique design per hotel, a unique style, whose strength lies in its social engagementA design philosophy that aligns environmental responsibility with quality of life

Design


—

discover.

purpose.

invent.

Dig for Hidden Gems.

Decide, Design, Personalise.

Imagine, Transform, Compose.

Design

Designing responsibly.An circular approach, using an eco-design method, offering second chances and always considering the entire life cycle of a product.

A circular

duce.use.cycle.


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Not one standardNot one style

Process

• Design Assesment

• Budget building

• Sourcing of local and second-hand productsand objects

• Renovation

Design Mandatory Designer

2 degrees

Basic: Preserve Residence Areas, Add Brand Identifiers, exisiting and/or repurposedfurniture and pre-loved objects, adjustable/mood lighting

Complete: Total renovation of the outer shell, renovation of the residence areas, new, custom-made, eco-friendly furniture


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for second-hand furniture:

• Simire• Temahome• Emmaus• Eco mobilier• Valdelia• Fermob• Chevillotte• Rene Pierre

Design Specifics


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• 1 living space, including a big table• 1 Chill space, where you can also work• 1 Greet Boutique: 2 m² & 10 products

minimum

Social Hub

• 1 Outdoor Space(patio, garden or terrace) with activites& games

Outdoors

• greet Façade: Wood, Plant Wall or SolarPanels• greet Sign

Façade & Signage

• Wall markings, stecilling, Neon Lights• Meet the Greeters guest wall with

photos from previous clients

Indoor Signage

• 1 breakfast space, open• 1 « welcome » bar with local

drinks & snacking• Optional: 1 restaurant market

driven

F&B

Room SpecificationsReco Nb of keys: 70 – 200Avg. Room Size: > 12m²TGFA / Room: 23m²

Room Types:Standard roomPremium roomFamily Rooms: at least 20%

Product

• Outdoors Space• greet Façade & Signage• Welcome Bar instead of a

reception Desk• FOLS Mobile• greet wall• Indoor Wall signage• 1 Large Table• A local fresh products corner• greet Boutique

Program Overview


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Backed up by Accor powerful CRS


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REPUTATION PERFORMANCE

SCORE

85.7 pts in 2020(+14.7 pts after rebranding)

Source : Trust You / greet hotel Beaune

41

We measure success through the evolution of: PERFORMANCE

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Accor powerful distribution*Accor offers > 110 Global Distribution partnerships at best market conditions


*All Accor brands excluding recently integrated:

Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe

PERFORMANCE

— 43

Midscale & Economy distribution powered by AccorFigures as of end 2019 – Room Revenue based

WEB PARTNERS (OTAs)

CALL CENTERS, INFLUENCED HOTEL DIRECT* *Hotel & cluster services

27%HOTELPMS

73%OF MIDSCALE &

ECONOMY ROOM REVENUE COMES THROUGH ACCOR

CENTRAL RESERVATION

SYSTEM

ACCOR WEBWEBSITES, MOBILE SITES & APP

GDS/IDS

35% DIRECT SALES

38% INDIRECT SALES

16%

19%

31%7%

50M ROOM NIGHT

€4,525M ROOM REVENUE

FOCUS WEB(ACCOR WEB + WEB PARTNER)

50%

*All Accor brands excluding recently integrated:

Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe

Brand Presentation

PERFORMANCE

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New booking engine & APP


▪ 300M Website + App visits

▪ 2200 Destinations

▪ 18 Languages

1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES

▪ 56% Mobile and App visits*

▪ 1 Download every minute

▪ Plugged to ALL.ACCOR.COM

ALL.ACCOR.COM

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New loyalty program


THE ONLY LIFESTYLE

LOYALTY PROGRAM

32 40 53 644 4,770

100120

150

2016 2017 2018 2019

ALL FRS Huazhu

214M

THE FAST GROWING

LOYALTY PROGRAM

THE MOST GLOBAL

LOYALTY PROGRAM

NEW LIMITLESS EXPERIENCES ANDEXTENDED OPPORTUNITIES TO EARN & REDEEM POINTS

NEW BENEFITS

▪ 2 New tiers (diamond & limitless hidden tier)

▪ 34 Brands and +

▪ Suite Night Upgrade

▪ F&B outside a stay

NEW PARTNERSHIPS

▪ PSG – Games / Net media value +€200m to ALL

▪ AEG – Worldwide arenas & festivals

▪ IMG – Taste festivals

Central Europe

6%

ASPAC31%

Other Europe,

Middle-East & Africa

20%

France12%

Nothern Europe

12%

North & Central

America, Caribbean

11%

South America

8%

▪ 64M Loyalty members worldwide

▪ 31% Loyalty contribution rate

▪ X 2 Members stay twice more

▪ X 2 Members spend twice more

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appendix


—| 15

Brand Presentation — 47

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Development CriteriaProgramming & Development


EUROPE

RECOMMENDEDNUMBER OF ROOMS

70 – 200 keys

ROOM AVERAGE SIZE From 12 sqm

TGFA / ROOM 23 sqm

FOOD & BEVERAGE

1 Breakfast room with large shared table and other tables1 “Welcome” bar with drinks & snackingOptional: 1 Restaurant market driven

ACCOMMODATIONSPure Room : Essential furniturePop Room : Energetic design20% of family / connecting rooms (4 to 6 pax)

OTHERS

1 Outdoor space (patio or garden or terrace) with activities & games1 Chill space for greet times1 Small shop

PRIME LOCATIONSSECONDARYLOCATIONS

AIRPORTSSUBURBS

INTERNATIONAL CAPITALS KEY CITIES & RESORTS

MAJOR DOMESTIC DESTINATIONS

OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS

HO

TEL

—49

GREET DESIGN BRIEF

Can be used before

HCSA is signed

GREET CONSTRUCTION & RENOVATION STANDARDS

Can be used after HCSA is signed

GREET STYLE BOOK

Can be used before HCSA is signed

Design & Technical Services

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Thaaanks !

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Accor platform.

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accor global development february 2020 · second-hand products and objects •renovation design...

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