Home' Hotel Management : HM FEB 2017 Contents Last year, 2016, was an eventful one for the hospitality industry, with consolidation and
acquisitions on a scale not witnessed before.
For AccorHotels it was a year of exceptional transformation, which saw us not only
acquire and create new brands and new businesses but expand considerably into the
luxury and lifestyle sectors.
In July , we finalised our acquisition of the FHRI network and welcomed
the Raffles, Fairmont and Swissôtel brands into the group. Already we have made
much progress on integrating the hotels into our systems and our new colleagues into
our business. Any time you bring together two such successful groups, it’s a great
opportunity for our teams to learn from and be inspired by each other. I am confident
that AccorHotels will become a stronger, more agile and innovative group as a result and
I am excited by the changes already taking place.
Loyalty continues to gain importance in our industry and we were honoured that
Le Club AccorHotels was named Best Loyalty Program for the second year in a row
in 2016 by the prestigious Freddie Awards. We are committed to further deepening
the experience for our loyalty members and in Asia Pacific we grew member numbers
more than 37 per cent in 2016, a sure sign that we are on the right track. Our next big
challenge will be to merge the loyalty programs of Raffles, Fairmont and Swissôtel into
Le Club AccorHotels and take the best from each to create the most attractive program
in the industry.
In addition to gaining millions of loyalty members through FRHI, we continue
to strengthen our strategic alliance with Huazhu Hotels Group in China, whose
H-Rewards program, combined with our own members, means we have access
to over 120 million loyalty members across the world. With at least 140 million
Chinese set to travel overseas in 2017, this alliance is important in not only growing
our network in China but in ensuring that when Chinese travellers go overseas, they
stay with AccorHotels.
It has been a big year for recognition and awards including TTG Asia voting
AccorHotels the Best Global Hotel Group for the second year in a row, and most
recently with Conde Naste readers voting no fewer than 49 AccorHotels properties into
the Best Hotels in the World, including five of the top 20 hotels in Asia Pacific (three
of them in the top 10 – Sofitel Legend Metropole Hanoi at number three, Raffles Hotel
Singapore number four and Raffles Jakarta at number five). In addition, the Fairmont
Peace Hotel was named the number one hotel in Greater China.
We continue to expand our presence in the luxury and lifestyle sectors, with the
announcement of our stake in Banyan Tree at the close of last year. This deal was a first
for the industry and will see AccorHotels co-develop and expand the predominantly
Asian luxury resort brand globally. AccorHotels will manage those Banyan Tree hotels
it develops, and Banyan Tree will benefit from our distribution and loyalty as well as the
expertise of our global development team.
Given the rise of the sharing economy, we made the
bold step to acquire OneFineStay, as well as investing
in Oasis Collection and Square Break. This is part of
our strategy to deepen our relationship with our guests
and ensure that whether they are staying for business,
leisure, with family and friends or alone, they will come to
AccorHotels for all their needs.
Further expanding outside of our traditional hotel
business, we acquired a stake in John Paul, a company
whose expertise in concierge services, customer relationship
management and technology will help us to offer our
customers extraordinary ser vice and unique experiences
while significantly adding to our loyalty program.
As part of our goal to be a global leader in lifestyle
hotels, we invested in 25Hours Hotels, an edgy, design-
led boutique hotel brand out of Europe. Each hotel is
individually designed to showcase a locally inspired theme
and provide an extraordinary experience. We are looking
to bring the brand to Asia Pacific in the near future.
As the millennial market continues to grow in
importance, we launched Jo&Joe, a showcase of our
new Marketing Innovation Lab that blends the best
of hostels, private rental and the sharing economy. We
expect to have 50 Jo&Joe properties worldwide by 2020
and I believe many destinations in Asia Pacific would
be perfect for the model including Bangkok, Singapore,
Sydney and Melbourne.
Having opened over 80 new hotels across Asia Pacific
last year, we will continue to grow exponentially in the
region in 2017. Reflecting back on the last year, I believe
that the AccorHotels of today is vastly different to what it
was just 12 months ago and we have shown we are ready
to act and change to meet the evolving needs of our guests.
For 2017, it will be all about the guest experience,
further strengthening our CSR commitments, expanding
on our digital plan and redesigning the F&B experience.
And if 2016 is any indication there will surely be some
surprises along the way. I truly believe there has never been
a more exciting or dynamic time to be part of this industry
and I look for ward to seeing what the year will bring.
Chairman and CEO
AccorHotels Asia Pacific
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