Brand presentation Paris June 2012
1 ibis Family
19 octobre 2012 2 : A Mega Network…
Eastern Europe 2011 Western Europe Poland 18 2011 Russia/CEI 6 France 757 Germany 175 UK 79
Asia Pacific
2011 Latin America China 51 2011 Africa & ME Indonesia 15 Inde 3 Brazil 69 2011 Morocco 16
TODAY AROUND 1 600 hotels
BY 2015 AROUND 2 100 hotels
Source : 2011 – Megadev end of August
3 International Accor Brands Covering the Economy And Budget Segment
4 ibis brand identity
SOURCE BRAND ESSENCE SIMPLICITY - MODERNITY - WELL BEING
ULTIMATE COMFORT PERSONALIZED DESIGN ESSENTIAL COMFORT BRAND RIGHT PRICE ESSENCE HIGHEST LEVEL OF SERVICE ALL INCLUSIVE OFFER CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUAL
BRAND CARING & EFFICIENT POSITIVE & TRENDY CLEVER & CASUAL CHARACTER
EMOTIONAL WELL BEING HAPPY MOOD TRANQUILITY BENEFITS
ULTIMATE COMFORT ESSENTIAL COMFORT RECOGNIZABLE DESIGN ULTIMATE COMFORT FUNCTIONAL RECOGNIZABLE DESIGN HIGHEST LEVEL OF SERVICE PERSONALIZED DESIGN ESSENTIAL+PAY PER USE SERVICES BENEFITS BEST VALUE FOR MONEY ALL INCLUSIVE OFFER THE RIGHT PRICE DENSE WORLDWIDE NETWORK URBAN NETWORK DENSE SUBURBAN NETWORK
BRAND SIMPLICITY - MODERNITY - LIFE ENJOYMENT & CUSTOMER SHARED VALUES SUSTAINABILITY
ECONOMY SEGMENT & AFFORDABILITY MARKET FUNDAMENTALS QUALITY - CLEANLINESS - SAFETY - CONNECTIVITY
5 Each Brand Matches Specific Customer Expectations To Catch All The Market
“ I like IBIS STYLES “ I like Ibis because “ I like IBIS BUDGET they take care of me, I because the hotels are all in different styles, because they offer just feel at ease, what I need at the everywhere, and all they are fun and their offer is all right price. What more this for a reasonable do you want? ” price.” inclusive”
6 A Profitable Business Model
KEY DRIVERS OF MEGRABRAND BUSINESS MODEL ARE THE SAME…
Low costs Network (building & consistency operating)
Awareness Affordability
Direct distribution Volume
7 Brand Vision & Ambition
The 2-stars hotel in Europe is one of independent hotels, therefore is a potential for a franchised brand
Penetration of Hotel chains Countries 2005 2010 Trends 2010 compared to 2005
United Kingdom 40,9% 45,5% Penetration rate – 2 Belgium 38,4% 37,3% star integrated hotels Netherlands 40,2% 32,3% chains in Europe France 26,1% 29,4% Spain 16,2% 18,4% * European Union of 27 member countries in Germany 4,2% 6,7% 2010, 25 in 2005 (excluding Romania and Bulgaria). Italy 1,7% 3,1%
TOTAL in Europe* 14,3% 17,3% Source : mkg hospitality database
Becoming a leading franchiser hotelier of the Ambition economical qualitative non standardized hotel segment Size of the network per country is key in the strategy
8 The Brand
19 octobre 2012 9 Brand positioning
ECONOMIC AND NON-STANDARDISED
DESIGN SPIRIT
ALL INCLUSIVE OFFER
95% FRANCHISES
CITY CENTERS or business districts or resorts
HUMAN SIZE HOTELS
LARGE TARGET
10 Essential DNA Heating total + Bedding sound cooling proofing Size ( 100x200 Free & Total /160x200) Additional unlimited darkness Standard little internet quality extras 3 types Familly offer of rooms All Comfortable Welcome Kid Double, Twin et lighting Pak inclusive Suite General lighting, Tv channel offer 10% hosting families ambience Special menus Breakfast + lighting, Equipment internet reading lighting
Equipment Kid 26” or 32” LDC TV Corner + Breakfast Multimedia room connectivity (60% of Modulable furniture clients) Conviviality (table, seats) area Signage Mirror / Storage 10% of clients Brand’s Including miam standard Bathrooms miam & clik clik prior to hotel functions Shower in opening Name priority (1m²) Brand’s Washbasin policy WC
11 Customers - Who Are Our Clients
KEY FIGURES
• Domestic clientele: 78%
• 66% men
• Mainly aged 35/49 Germany France • Stay length: 1,3 nights Less than 600€ NA 1% 600€ and 1500€ 13% 10% • Income : Both in Germany and France MONTHLY 1500€ and 2300€ 14% 18% NET INCOME 50% des clients have revenues between 1500€ et 5300€ (household) 2300€ and 3800€ 26% 31%
Between • 14% clients represent 45% sales* 3800€ and 5300€ 7% 19% More than 5300€ 9% 9% * Figures for AClub members only / Source : DMR ACLUB brands all seasons Wish not to answer 21% 10%
Source : Ifop 2011 customer survey drivers) CHARACTERISTICS
• They want no bad surprises in terms of quality , cleanliness, safety • In economy hotels, they want additionally affordability and connectivity • They are looking for value for money, convenience and all inclusive • They value comfort, well being, stylish environments , simplicity, life’s little pleasures • They expect pleasant surprises in terms of services: friendly staff, personalized welcome • They want to get the best out of life • They are: Open minded, curious and like stylish environments
12 Customers - What’s Our Clients Say
“I’ll be back, because it’s all so easy and practical .”
“When you stay here, you already know breakfast is included , but then you find out that there are little extras , which is really nice. ”
“all seasons is a sure bet . You can rest assured that everything will go well. ”
“The original, atypical design is part of what makes it so nice”
13 Franchisees Feedback
Etienne and Philippe Girard, Accor Group franchise holders since 1992, own all seasons Nancy Centre Gare: they’ve done it! (…) we really liked the friendliness and the ‘family’ orientation. The all seasons product made it very easy to adapt our hotel…all seasons is a young, fresh, friendly Salim Nazaraly, Accor franchise holder and Chair of the Mercure France franchise holders’ association, brand with a strong network across France and with brisk owns all seasons Paris development.
(…) to give you a very specific example, I recently transferred one of my independent Paris hotels to the all seasons brand. Business was already good, with an 80% occupancy rate. But the Accor difference is in the average rate, which has gone up 10-15% since I moved it to the brand. In 2009, I’ve seen a 10% increase in Jack and Evi Trost, owners and directors of all revenues…despite it being a difficult seasons Frankfurt: year… (…) it’s a young, fresh and fun brand…plus, it has the advantage of being part of the Accor Group, with international distribution and recognition.
they’ve never regretted it…
14 Competition
+ Standardized
- - Design approach +
15 Strong Network ambition
350
To reach a critical size of the network, by a fast and qualitative development, guarantying the brand suitability
150 14 countries 115 171 hotels 86 15034 rooms 81 61 48 40 18/05/2012 18
D 07 J 08 D 08 J 09 D 09 J 10 D 10 D 11 D 12 D 13 D 14 D 15
Network evolution / Sept 2007 – Dec 2015
16 Quality exigency
Mystery visits and product audit
Mystery calls
Hygiene audit
Quality charter
24/7 quality phone number
Guest e-book
GSS survey
17 Brand essentials key of success
For the client
Great Value for All inclusive Design Spirit money offer + = perception
For the network
Strong Quality Essential DNA development Essential DNA exigency +ambition +
18 All inclusive offer
+ + design room Internet connection all-you-can-eat breakfast
welcome gift free coffee, tea an newspaper, magazines and mineral water selection of TV channels
19 All inclusive offer Family offer
10% of family suites welcome kid pack Children breakfast and Kid corner
children TV channel general equipment children menu for families in the restaurant
20 Design spirit The room unavoidable • A big bed • A large flat screen television • A multi purpose space • Spacious bathroom
21 Design spirit • Modular furniture • Use of the light • Importance of colours
22 Price Positioning
ibis Styles is positioned on the economic segmentsegment. Our prices Promotional Standard must always be, at least, 25% rates rates lower than midscale hotels located on the same micro- 1 ibis breakfast market. min. 1 ibis breakfast 25% min. min. 25% min. Affordability is a real component of our pricing DNA. An economic brand is driven by DDD-D---405405 DDD-D---20202020 DDD volume more than average room rate.
Among the ibis brands, ibis Styles should always have higher rates than ibis and ibis budget on the same micro-market because weweweare allall- ---inclusiveinclusiveinclusive. 23 Global frame for pricing policy
Public Negotiate Group rates d rates rates
100% Standard flexible Standard rate OTAs rate ---5-5 %5 % Dynamic corpo. rate ---1-1110000%%%
---1-1115555%%% Advance booking rate ---20-20 % Summer/Winter offer Leisure Busines ---25-25 % group s group rate rates ---30-30 % Travel agent’s rate ---35-35 %
---40-40 %
---45-45 % Accor employee rate ---50-50 % ibis Styles Tuesdays
24 Brand Offers
ibis Styles Tuesdays
The only rate exclusively sold on our websites (ibisstyles.com and accorhotels.com) due to a technical barrier that we put to OTA’s.
This offer allow our hotels to sell empty rooms at a very attractive rate (-50% RB1ALS) without paying any commission. A minimum stay of 2 nights is required.
It contributes to create channel preference for our guests who are invited to book on our websites to benefit for the greatest deals. ibis Styles Tuesdays is also a topic that can be used 25 for P.R. purpose . Brand offers
Advance Booking rate
This offer (-15% off RB1ALS) allow our hotels to secure their bookings portfolio through an advance purchase rate that is pre-paid and non-cancellable.
We will share the offer’s name, the lead-time (20 days) and the guest’s benefit (book early, save money) so that we can communicate on ibis.com through a common offer as ibis and ibis budget will also have this rate.
This offers name will evolve and become “happy 20 ” in 2013.
26 Meeting offers
Meet & Eat : AllAll----inclusiveinclusive oneone----dayday meeting
A confortable meeting room
+ A welcome coffee, 2 inin----roomroom breaks and a lunch/buffet in the meeting room. + Equipment required for a meeting: overhead projector, paperboard… + Support and smiles from the staff :)
Meat & Sleep : AllAll----inclusiveinclusive residential seminar
AllAll----inclusiveinclusive accommodation (room + breakfast + WiWi----Fi)Fi) for participants
+ A confortable meeting room + A welcome coffee, 2 inin----roomroom breaks and a lunch/buffet in the meeting room. + Equipment required for a meeting: overhead projector, paperboard… + Support and smiles from the staff :) 27 Worldwide objectives
>18 COUNTRIES AND
350 HOTELS IN 2015
ONE OPENING PER WEEK
28 ibis Styles photo gallery
19 octobre 2012 29 all seasons Yogyakarta Indonesia all seasons Aachen City Germany
RECEPTION
all seasons Düsseldorf Neuss Germany
30 all seasons Bordeaux Aéroport Merignac France
LOBBY
all seasons Aachen City Germany all seasons Paris Bercy France
31 all seasons Aachen City Germany
all seasons Aachen City Germany Ibis Styles Lille Aéroport Lesquin France
BREAKFAST
all seasons Paris Gare de l'Est Château Landon France
32 Ibis Styles Rennes Saint Grégoire France
KIDS CORNER
all seasons Strasbourg Gare France
33 all seasons Annemasse Genève France all seasons Compiègne France
MEETING ROOMS
all seasons Menton Centre France
34 Ibis Styles Luzern City Switzerland all seasons Aachen City Germany
BEDROOMS
all seasons Frankfurt City Germany
35 all seasons Berlin Mitte Germany
all seasons Hamburg City Nord Germany
BEDROOMS
all seasons Menton Centre France
36 all seasons Toulon Centre Congrès France all seasons Amiens Cathédrale France
BEDROOMS
Ibis Styles Paris Pigalle Montmartre France
37 ibis Styles Global Marketing 110 avenue de France, 75013 Paris – France ibisstyles.com – accorhotels.com
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