Accor Global Development FEBRUARY 2019 WHY INVEST IN
P. 1 LIFE IS MAGNIFIQUE
Imagine modern luxury hotels where the essence of each destination is artfully blended with French art de vivre, creating chic experiences for modern voyageurs to indulge in and celebrate life’s pleasures, the French way..
CHIC PASSIONATE INDULGED SPECIAL
WHY IN VEST IN SOFITEL | POSITIONING | P. 2 SOFITEL TOP 3 USPs
ONLY INTERNATIONAL STRONG BRAND VALUE INVESTORS' ASSURANCE FRENCH LUXURY HOTEL • Most international network with > • > 50 years of brand heritage and BRAND 120 hotels in key cities in > 40 "savoir-faire" countries • Modern French "Art de Vivre" & local • French origin & luxury drives brand essence • Strong awareness > 60% in key perception and preference X feeder markets = • French chic & sophisticated modern • High level of standards & service design • Strong PR coverage 378 million (net excellence drive customer satisfaction reach) and > 450 annual awards and reputation • "Gastronomie Francaise" & authentic F&B rituals (cheese, breads, • High perceived value for guests with • Brand value contributes to "sure- viennoiseries, wines…) strong brand experience win" investment potential (partnerships, events, concepts/markers)
WHY IN VEST IN SOFITEL | BRAND USPs | P. 3 NETWORK AND PIPELINE EUROPE 100% Official figures as of end 2018 NETWORK Geographical 20 Hotels split 4,864 Rooms PIPELINE 1 Hotel AMERICAS 245 Rooms NETWORK 11% 15 Hotels 16% 3,512 Rooms PIPELINE 3 Hotels 5% 619 Rooms FRANCE NETWORK ASIA PACIFIC 12 Hotels 1,610 Rooms NETWORK 50 Hotels PIPELINE 14,308 Rooms 0 Hotels 47% 0 Rooms PIPELINE 7 Hotels 1,763 Rooms 121 HOTELS 21%
AFRICA - 30,588 ROOMS MIDDLE EAST NETWORK COUNTRIES IN 2018 24 Hotels 43 6,294 Rooms PIPELINE NEW HOTELS BY 2023 3 Hotels 14 1,210 Rooms OPERATING MODE 3,837 NEW ROOMS BY 2023 96% 4% Managed Franchised WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P. 4 FLAGSHIPS
SOFITEL PARIS LE FAUBOURG (FRANCE)
148 ROOMS
WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.5 FLAGSHIPS
SOFITEL WASHINGTON DC LAFAYETTE SQUARE (UNITED STATES)
237 ROOMS
WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.6 FLAGSHIPS
SOFITEL RIO DE JANEIRO IPANEMA (BRAZIL)
225 ROOMS
WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.7 FLAGSHIPS
SOFITEL SINGAPORE CITY CENTRE (SINGAPORE)
223 ROOMS
WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.8 FLAGSHIPS
SOFITEL SYDNEY DARLING HARBOUR (AUSTRALIA)
590 ROOMS
WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.9 LATEST OPENING
SOFITEL INLE LAKE
(MYANMAR)
OPENING MARCH 2018
101 ROOMS
Official figures as of end 2018 WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.10 KEY UPCOMING OPENINGS
AFRICA – MIDDLE EAST
SOFITEL DUBAI WAFI, UNITED ARAB EMIRATES 598 ROOMS, JANUARY 2020 SOFITEL THALASSA ALGER, ALGERIA 182 ROOMS, JANUARY 2021
AMERICAS
SOFITEL MEXICO CITY REFORMA, MEXICO 275 ROOMS, JULY 2019 SOFITEL PANAMA LEGEND, PANAMA 157 ROOMS, OCTOBER 2019 SOFITEL BARU, COLOMBIA 187 ROOMS, NOVEMBER 2020
ASIA – PACIFIC
SOFITEL ADELAIDE, AUSTRALIA 250 ROOMS, NOVEMBER 2020 SOFITEL WUHAN, CHINA 301 ROOMS, DECEMBER 2023 SOFITEL XINGYI, CHINA 400 ROOMS, DECEMBER 2023
Secured Pipeline by end of 2018 WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P.11 UPCOMING OPENINGS
SOFITEL PANAMA LEGEND (PANAMA)
157 ROOMS OCTOBER 2019
Official figures as of end 2018 WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P. 12 UPCOMING OPENINGS
SOFITEL DUBAI WAFI (UNITED ARAB EMIRATES)
598 ROOMS JANUARY 2020
Official figures as of end 2018 WHY IN VEST IN SOFITEL | NETWORK & PIPELINE | P. 13 DESIGN PHILOSOPHY
DESIGN AMBITION: FRENCH CHIC AND MODERNITY
Modern, luxurious and stylish atmospheres, combining fluid, warm and sophisticated materials and sensations, to create iconic places where arts, gastronomy and arts, gastronomy, well-being, and the spirit of French luxury and art de vivre are put in perspective to please modern luxury voyageurs who rediscovers the arts de la table, the roses, the grand crus wines or spends the afternoon in the salon in the salon parisien, and above all, the joie de vivre.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 14 4 PASSIONS
AUTHENTIC & LIVELY F&B (WITH KEY FRENCH ELEMENTS) INDULGENT WELLNESS
Whether it is French haute cuisine or re- Sofitel embraces the art of wellness interpreted gastronomical traditions, our holistically, offering a wealth of skillful chefs create enticing, inspired relaxation and rejuvenation benefits dining that is through its signature spa and fitness enriched by each destination’s unique aromas, concepts and De-Light wholesome textures, ingredients, flavors and secret foods. In the rooms, guests get to recipes. At Sofitel, guests are treated to CHIC DESIGN Gastronomie Française from finest breads and indulge in the blissful Sofitel delectable pastries to premium wines (e.g. MyBedTM sleep-time experience, Sofitel Wine Days) and cheeses from around soothing bath rituals and generous From timeless, elegant settings of ARTS & CULTURE the world. offers of premium bath amenities Sofitel Legend to sophisticated, chic (WITH A FRENCH ATTITUDE) from French brands like Hermès designs of Sofitel Hotels & Resorts, every Sofitel address is a work of Inventive art displays, traveling photography and Lanvin. art by masterly architects and showcases, exhilarating musical performances (e.g. La Nuit by Sofitel), poetic designers like Didier Gomez literary exhibits and more, Sofitel blends local (Sofitel Paris Le Faubourg), Pierre- and international artistic expressions Yves Rochon (Sofitel London St to create celebratory cultural journeys that James), Andrée promise to both delight and inform. Putman (Sofitel Paris Arc de Triomphe), Richard Francis-Jones (Sofitel Sydney Darling Harbour) and many more.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 15 EXHAUSTIVE PROGRAMS
ARRIVAL & DEPARTURE PUBLIC SPACES GUEST ROOMS F&B WELLNESS FACILITIES LEISURE FACILITIES MEETINGS & EVENTS
TM FRENCH WELCOME M ART OF THE FRENCH M SOFITEL MYBED M GASTRONOMIE M SPA M CLUB MILLÉSIME MAGNIFIQUE MEETINGS M GREETING BOUQUET FRANÇAISE & EVENTS
FASHION COLLECTION M MUSIC PLAYLIST M SLEEP MENU M SOFITEL HAPPY HOUR FITNESS M CÔTÉ PISCINE M FÊTE DE LA MUSIQUE M (Uniforms) (L’Apéritif) (Animated through La Nuit)
ESSENCE DE SOFITEL M CANDLE RITUAL M INDULGENT BATH M SOFITEL TEA TIME SOFITEL YOGA M LA NUIT BY SOFITEL (Le Goûter)
FRENCH BATH M DE-LIGHT M PHOTO EXHIBITION AMENITIES
DEVIALET LA GRASSE MATINÉE SOFITEL WINE DAYS M BREAKFAST
AUTHENTIC & LIVELY F&B ART & CULTURE CHIC DESIGN INDULGENT WELLBEING M MANDATORY
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 16 KEY PROGRAMS
AUTHENTIC & LIVELY F&B
GASTRONOMIE FRANÇAISE
Sofitel brings to life celebrated French gastronomy through the modern reimagining of culinary traditions. From the kitchens of famed boulangeries and the cellars of storied vineyards, guests are served fine breads, delectable pastries,and premium wines and cheeses from across the globe.
Sofitel Sydney Darling Harbour
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 17 KEY PROGRAMS
ART &CULTURE
LA NUIT BY SOFITEL
Sofitel’s signature, multi-sensory party concept combines the best of Parisian nightlife with localculture, bringing guests together through leading musical acts, dynamic DJ sets, experimental cocktails and strikingly creative lighting and visual effects.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 18 KEY PROGRAMS
Over 55,00 Sofitel MyBed™ products sold on Sofitel Boutique (sofitelboutique.com)
INDULGENT WELLBEING
SOFITEL MYBEDTM
Designed to provide ultimate insleep-time bliss, Sofitel MyBedTM ushers a whole new concept in relaxation. This multi-sensorial experience ensures all guests have a luxurious rest and wake up feeling refreshed.
Sofitel MyBedTM lulls guests to sleep with plush beddings, comforting tea, aromatherapy scents inspired by the destination.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 19 KEY PROGRAMS
INDULGENT WELLBEING
SLEEP MENU & INDULGENT BATH
As part of the Sofitel MyBedTM Sleep Menu offers, this signature in-room service transforms the bathroom into a private sanctuary with luxurious options for relaxation. Guests can choose between two complimentary baths – a therapeutic Soothing Bath that invites a lazy soak with calming essential oils and curative bath salts or a Bubble Bath that injects fun into the bath time experience.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 20 KEY PROGRAMS
CHIC DESIGN
SOFITEL FASHION COLLECTION
As the Sofitel Brands create “Magnifique” experiences and weave bonds with guests, our Ambassadors are the most important links and actors of this success. Accordingly, the Sofitel line of uniforms illustrates the essence of luxury, good taste and French elegance. It evokes a timeless sense of style.
The designer, Léa Peckre is a young French fashion creator who studied in the renowned school of “La Cambre” in Brussels. After working for the prestigious houses of Jean Paul Gaultier, Givenchy and Isabel Marant, she created her own brand in 2013.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 21 PEOPLE ACTIVATION
Sofitel Heartists / Ambassadors around the world are passionate about heartfelt hospitality, delivering genuinely caring and thoughtfully personalized service right from the heart. This is the service culture of Sofitel - Cousu Main, a mark of service excellence that Sofitel guests have come to recognize and appreciate over the years.
WHY IN VEST IN SOFITEL | KEY PROGRAMS | P. 22 COMMUNICATION PLATFORM
GLOBAL COMMUNICATION BRAND WEBSITE: CAMPAIGN (2019) Informative and inspiring, the Live the French way brand website provides seamless research-to-reservation journey anytime, anywhere.
Sofitel.com
CAMPAIGN PRINT (2019)
Spontaneous, free, careless with an elegant touch of joie de vivre and “désinvolture”, this is how we describe the hedonist French way of living. SOCIAL MEDIA Over 1.3 million followers. Almost 83,000 followers.
Over 104,000 followers. Over 10,600 followers.
Sofitel is also presented on
WHY IN VEST IN SOFITEL | BRAND COMMUNICATION | P. 23 AWARDS
410 PROMINENT AWARDS ACROSS 52 PROPERTIES, INCLUDING :
Michelin Star, Das Loft SO/ Vienna
World Travel Awards Indonesia’s Leading Resort Sofitel Bali Nusa Dua Beach Resort
Expedia’s Most Wanted Sofitel Bogota Victoria Regia
Travel + Leisure - World's Best Awards Sofitel Legend Santa Clara, Cartagena
Smart Travel Asia’s Best Luxury Hotels in Asia Sofitel Legend Metropole Hanoi
MOST AWARDED PROPERTY IS SOFITEL LEGEND METROPOLE HANOI WITH 34 NOTABLE AWARDS
TOP REGION IS ASIA PACIFIC WITH 317 AWARDS
SOFITEL LEGEND METROPOLE HANOI
WHY IN VEST IN SOFITEL | BRAND COMMUNICATION | P.24 WHY IN VEST IN SOFITEL | BRAND COMMUNICATION | P.25 BRAND PERFORMANCE
BRAND AWARENESS BRAND PERCEPTION BRAND MARGIN REPUTATION PERFORMANCE A truly international recognition in the Sofitel is recognized for… luxury segment 1.A luxurious experience, especially SCORE though exceptional bed comfort • The #1 luxury brand in terms of 2.Standing out for its contemporary awareness and preference in France, and elegant style & design Australia & Brazil 3. Loved for its inimitable French identity • Total awareness above 50% in 10 countries, among affluent travellers • Almost 2/3 of guests associate 67€ - Australia Sofitel with “French art de vivre”, - France experienced especially through - Brazil - Gastronomy 88,7 % - UK - Design - Germany - Culture - Singapore - USA - China - Middle East (UAE + S. Arabia) - Switzerland
Our objective is to enhance brand Our objective is to increase brand Our objective is to reach and to a Our objective is to increase brand perception in all key feeder markets margin potential CompIndex of above 1.00 vs. global awareness in the top markets: US, (modern French art de vivre and luxury competition China, Middle East and UK positioning) Source : BEAM by end of 2018 Source : BEAM by end of 2018 Source : BEAM by end of 2018 Source : TrustYou by end of 2018
WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 26 Base: Affluent & Luxuryhotel users = users Source: BEAM TOTAL AWARENESS(%) 43 - Brand Equity &Awareness Monitoring 50 21 EUROPE havingspent at least 1 stay in a luxuryhotel over the last 12 months, 6 nights + in anytype of paid 86 December 2018 | 68 62 36 50 AMERICAS 46 70 - for for accommodation, top 30 82 % income withincountry 65 ASPAC 65 33 WHY IN VESTWHY | SOFITEL BRAND IN PERFORMANCE | MEA 53 P. 27
Research conducted by BDRC Continental. Figures as of end 2018 BRAND MARGIN (€) Figures Figures as of end Brand Margin ® in €. average 10€ more per night to stay with brand X compared to unbrandedan equivalent Brand Margin® measures the financial premium whichthe brand name adds to the intrinsic value of the same hotel stay with an Brand Margin® in € Margin® Brand 67 2018 59 Traveller representative 72 EUROPE 53 46 53 86 ». Base: people havingstayed in paid 81 AMERICAS 61 - for for accommodation in the last 12 months and somewhat/very familiar with the brand unb randed alternative. A Brand Margin® of 10€ means that « 110 71 67 ASPAC 50 Consumers think it is worth payingon 47 WHY IN VESTWHY | SOFITEL BRAND IN PERFORMANCE | MEA 69 P. 28
Research conducted by BDRC Continental. Figures as of end 2018 SOFITEL BRAND PERCEPTION AVERAGE RPS 88,76%
EUROPE 87%
NORTH & CENTRAL AMERICAS
88% ASIA PACIFIC 89%
SOUTH AMERICA AFRICA - MIDDLE EAST 89% 89%
WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 29 SOFITEL PERFORMANCE – REVPAR INDEX AS OF END 2018
LONDON BERLIN & BRUSSELS 1 Sofitel Hotel 2 Sofitel Hotels TOPLINE RevPAR INDEX = 135 RevPAR INDEX = 101 to 130 Occupancy rate : 70.1% Average room rate : 167.1 €
117 € (HT) FRANCE ATHENES REV/PAR 3 Sofitel Hotels 1 Sofitel Hotel SHANGHAI RevPAR INDEX = 123 to 183 RevPAR INDEX = 125 1 Sofitel Hotel RevPAR INDEX = 124
CASABLANCA 2 Sofitel Hotels RevPAR INDEX = 140 MELBOURNE 1 Sofitel Hotel RevPAR INDEX = 108 DUBAI RIO DE JANEIRO 1 Sofitel Hotel 1 Sofitel Hotel RevPAR INDEX = 115 RevPAR INDEX = 150 AUCKLAND & QUEENSTOWN 2 Sofitel Hotels RevPAR INDEX = 132 to 137
Source : STR Performance by end of 2018 WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 30 ACCOR DISTRIBUTION SOLUTION ACCOR OFFERS >110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS
Source : CRS Official figures as of end 2018 WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 31 SOFITEL DISTRIBUTION POWERED BY ACCOR
SPLIT OF HOTELS REVENUE PER DISTRIBUTION CHANNELS
23% CALLS AND MAILS
18% WEB DIRECT ACCORHOTELS.COM + SOFITEL.COM & MOBILE
68.7% 31.3% OF SOFITEL ROOM HOTEL PMS FOCUS WEB REVENUE COMES SOFITEL.COM THROUGH ACCOR + ACCORHOTELS.COM RESERVATION SYSTEMS (% + MOBILE WEBSITES OF HOTELS REVENUE + PARTNERS WEBSITE GENERATED BY TARS) 2M SOFITEL ROOM SOLD
€459M SOFITEL ROOM REVENUE 8.7% 19% GLOBAL WEB INDIRECT DISTRIBUTION ONLINE TRAVEL SYSTEM (GDS) AGENCIES (OTAS)
Source : CRS Official figures as of end 2018 WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 32 LE CLUB ACCORHOTELS
ACCOR OWNS THE MOST INTERNATIONAL & FAST GROWING LOYALTY PROGRAM
Loyalty members - Worldwide A Worldwide program: Le Club AccorHotels FRS loyalty program Huazhu loyalty program 20 brands Guests’ origin - Worldwide 3,500 hotels in 100 countries Free enrollment 173M 100% Web based program Northern Europe Americas 12% 18% More than 27,700 new members every day France 13% Le Club AccorHotels represents 34.6% of all
Central & Eastern roomnights Europe 6% Partnerships with large 120 Asia-Pacific 31% Airlines loyalty program: 106M Skyteam, Mediterranean, Middle East & 100 Africa One World, Star Alliance… 20%
70
4,7 >53 MILLION LE CLUB MEMBERS LE CLUB 4 ACCORHOTELS ACCORHOTELS 53 WORLDWIDE REPRESENTS MEMBERS AVERAGE REVENUE SPENT PER 40 32 NIGHT IN 2017 25 +27,700 34.6% 14 18 10 MEMBERS EVERY OF ALL ROOMNIGHTS €216.6 DAY 2012 2013 2014 2015 2016 2017 2018
Source : LCAH by end of 2018 WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P. 33 DEVELOPMENT CRITERIA
AAA ultra city center WORLDWIDE location, historic conversion
RECOMMENDED 150 – 250 keys 200 – 250 keys NUMBER OF ROOMS
ROOM AVERAGE SIZE -10/-15% of worldwide 40 sqm and +
HOTEL TGFA / ROOM 75 – 90 sqm 90 – 110 sqm
RECOMMENDED 150 – 250 keys 200 – 250 keys NUMBER OF ROOMS
ROOM AVERAGE SIZE 40 sqm + balcony 45 sqm + balcony PRIME SECONDARY AIRPORTS RESORT TGFA / ROOM 110 – 150 sqm 120 – 165 sqm LOCATIONS LOCATIONS SUBURBS
1 Breakfast Restaurant INTERNATIONAL 1 Destination Restaurant FOOD & BEVERAGE CAPITALS 1 Destination Bar KEY CITIES & Additional F&B (1) RESORTS
MAJOR DOMESTIC SoSpa DESTINATIONS WELL-BEING SoFit Swimming pool OTHER CITIES & ATTRACTIVE Club Milesime TOURISTIC Magnifique meetings & events DESTINATIONS MEETINGS Ballroom (1) Business Centre available Kids Club (Le Petit Prince / Villa des Enfants) (1)
(1) Based on market demand
WHY IN VEST IN SOFITEL | BRAND PERFORMANCE | P.34 THANK YOU
www.sofitel.com SOFITEL BRAND PRESENTATION P. 4135