WHY INVEST IN
ACCOR GLOBAL DEVELOPMENT FEBRUARY 2020 FEEL THE PULSE
A vivid cocktail of sophistication and style. An audacious burst of local energy that is both luxurious and playful. An edge that sets the experience apart. Fashionable and social, it’s about being the place to be and be seen.
PLAYFUL AUDACIOUS ENTERTAINED ENERGIZED
POSITIONING VIDEO
SO/ BRAND PRESENTATION P. 2 BRAND USPs
THE RISING PLAYFUL LUXURY
Both luxurious & playful - best of both worlds in a surprising way & Avant-garde in design, sophisticated in feel
Local energy & vibrant scene – "the place to be & be seen“
Booming portfolio with over 20 hotels by 2023 triple-digit growth
SO/ BRAND PRESENTATION SO/ Bangkok, Thailand 4 BRAND USPs
THE ONLY FASHION-LED HOTEL BRAND
Distinctive fashion signature from a renowned designer for each address
High-impact fashion collection on guest perception
Positive impact on employee engagement
SO/ BRAND PRESENTATION Karl Lagerfeld 5 BRAND USPs
THE ATTRACTIVE BUSINESS MODEL
High perceived value for guests & high average room rate and brand premium
High PR value
Highly attractive for locals driving additional F&B revenue & bottom line
SO/ BRAND PRESENTATION SO/ Hua Hin, Thailand 6 NETWORK AND PIPELINE
9 HOTELS
1,349 ROOMS
8 COUNTRIES IN 2019
13 NEW HOTELS BY 2024
2,526 MORE ROOMS BY 2024
Official figures as of end 2019 SO/ BRAND PRESENTATION P. 7 29% NETWORK AND PIPELINE EUROPE Official figures as of end 2019 NETWORK 3 Hotels 397 Rooms PIPELINE 4 Hotels 531 Rooms
19% AMERICAS 45% NETWORK ASIA PACIFIC 1 Hotel NETWORK 250 Rooms 4 Hotels PIPELINE 610 Rooms 1 Hotels PIPELINE 200 Rooms 5 Hotels 936 Rooms 7% AFRICA - MIDDLE EAST OPERATING MODE NETWORK 100% 1 Hotel Managed 92 Rooms PIPELINE 3 Hotels SO/ BRAND PRESENTATION 809 Rooms P. 8 FLAGSHIPS NETWORK & PIPELINE
Kenzo Takada SO/ Mauritius Mauritius
92 ROOMS P. 38 FLAGSHIPS NETWORK & PIPELINE
Christian Lacroix SO/ Bangkok Thailand
237 ROOMS P.39 FLAGSHIPS NETWORK & PIPELINE
Karl Lagerfeld SO/ Singapore Singapore
134 ROOMS P. 40 FLAGSHIPS NETWORK & PIPELINE
Polpat Asavaprapha SO/ Hua Hin Thailand
109 ROOMS P. 41 FLAGSHIPS NETWORK & PIPELINE
Viktor & Rolf SO/ Berlin Das Stue Germany
78 ROOMS
P.42 FLAGSHIPS NETWORK & PIPELINE
Alena Akhmadullina SO/ St Petersburg Russia
137 ROOMS
P.43 FLAGSHIPS NETWORK & PIPELINE
Benny Castles SO/ Auckland New Zealand
130 ROOMS 15 LATEST NETWORK & PIPELINE OPENING
Agatha Ruiz de la Prada SO/ La Habana Cuba
250 ROOMS 16 UPCOMING NETWORK & PIPELINE OPENINGS
Tamara Ralph SO/ Uptown Dubai UAE
188 ROOMS OPENING DECEMBER 2021 17 NETWORK & PIPELINE
SO/ LOS CABOS 200 Rooms January 2022
SO/ ZHENGZHOU 212 Rooms December 2024
18 SO/ DUBAI UPTOWN | 188 Rooms | December 2021 NETWORK & PIPELINE
SO/ KUALA LUMPUR 213 Rooms July 2022
19 NETWORK & PIPELINE
SO/ PARIS MORLAND 161 Rooms March 2021
20 KEY UPCOMING OPENINGS NETWORK & PIPELINE Secured Pipeline as of end 2019
EUROPE AMERICAS SO/ Paris, France 161 Rooms, March 2021 SO/ Los Cabos, Mexico 200 Rooms, January 2022 SO/ Cascais, Portugal 115 Rooms, February 2021 SO/ Sotogrande, Spain 151 Rooms, April 2021 AFRICA – MIDDLE EAST ASIA – PACIFIC SO/ Samui, Thailand 83 Rooms, January 2021 SO/ Uptown Dubai, United Arab emirates 188 Rooms, December 2021 SO/ Kuala Lumpur, Malaysia 213 Rooms, July 2022 SO/ Doha, Qatar 321 Rooms, December 2022 SO/ Zhengzhou, China 212 Rooms, January 2025
Brand presentation 21 GUEST EXPERIENCE BRAND EXPERIENCE
A PASSION FOR AVANT-GARDE DESIGN
Every SO/ address is an avant-garde and masterpiece, embellished with vivid design elements, textures, colors and influences of the destination, giving each hotel a one- of-a-kind personality and style.
SO/ BRAND PRESENTATION P. 22 GUEST EXPERIENCE DESIGN PHILOSOPHY
BRAND EQUATION
Every SO/ is a combination of the destination style and the hotel or resort’s soul. A fusion of the destination’s vibe and the hotel’s ambition, the brand equation serves as the “go-to” source of inspiration for bringing the actual experience to life in the hotel. Most importantly, it bestows upon the hotel a truly unique personality.
SO/ BRAND PRESENTATION P. 23 GUEST EXPERIENCE BRAND EXPERIENCE
A PASSION FOR PLAYFUL ENTERTAINMENT
SO/ is where locals and travellers meet in like-mindedness to experience the energy of ‘the place’, to be energized and entertained. At SO/, guests are thrilled with fashionable and social luxury experiences that capture the vivacity and vibe of the locale - the trendiest of local scene.
SO/ BRAND PRESENTATION P. 24 GUEST EXPERIENCE BRAND PROGRAMS — F&B DESTINATION DINING SOCIETY HI-SO ROOFTOP BAR
Experiential dining with a unique vantage point – be it over a notable park or a casual cove on the seaside. Led by a notable An iconic destination in the city, HI-SO rooftop bar and ultra-lounge is focused on offering glamorous cocktails and on- chef, the restaurant aims to bring stylish guests and locals together over innovative sharing plates, creative drinks and trend music while playing host to hotel guests and some of the locale’s most notable residents. stimulating conversation.
SO/ BRAND PRESENTATION P. 25 GUEST EXPERIENCE BRAND EXPERIENCE
A PASSION FOR FASHION
SO/ is an artistic vision brought to life by a celebrated name from the ever vibrant and expressive world of fashion. From internationally renowned names like Christian Lacroix (SO/ Bangkok) to Kenzo Takada (SO/ Mauritius) to Karl Lagerfeld (SO/ Singapore), each hotel is a fashion statement in its own rights; from unique hotel emblem to signature fashion collection (uniforms) to iconic art or decorative piece designed by the appointed Fashion Designer.
SO/ BRAND PRESENTATION P. 26 GUEST EXPERIENCE BRAND PROGRAMS — FASHION SIGNATURE HI-SO ROOFTOP BAR
An iconic destination in the city, HI-SO rooftop bar and ultra-lounge is focused on offering glamorous cocktails and on- trend music while playing host to hotel guests and some of the locale’s most notable residents.
FASHION SIGNATURE (SO LOOK) SO/ is an artistic vision brought to life by a celebrated name from the ever so stylish, vibrant and expressive world of fashion. From internationally renowned names like Christian Lacroix (SO/ Bangkok) to Kenzo Takada (SO/ Mauritius) to Karl Lagerfeld (SO/ Singapore), each hotel is a fashion statement in its own rights (unique hotel emblem, signature fashion collection (uniforms), iconic art or decorative piece etc. designed by the appointed Fashion Designer).
SO/ BRAND PRESENTATION P. 27 GUEST EXPERIENCE (M) – MANDATORY GUEST JOURNEY & EXPERIENCE – AT A GLANCE (O) – OPTIONAL, if relevant to project or market only The following list contains the key brand concepts & markers. Specific and detailed guidelines with rich elements & content bring each experience to life in the guest journey. Brand standards as of end 2019, might be subject to changes.
• WELCOME • PUBLIC SPACE • GUEST ROOM • F&B • WELLNESS FACILITIES • LEISURE FACILITIES • MEETING & EVENTS
• Fashion Signature (M) • Hotel Signature Scent (M) • Complimentary • Fashionably • SO/ SPA (O)* • HI-SO rooftop bar (M) • SO/ (Monthly) personal minibar (M) Late Breakfast Parties & Events (M) (O) • SO Greeting (M) • Rhythm & Tunes (M) • SO/ FIT (M) • Social Meetings • HIS & HERS [COLOR] OVEN (O) Amenities (M) • • Welcome Drink (M) all-day dining (M) • (with storytelling & staging) • MIXO lobby (e.g. Red Oven, White lounge & bar (M) Oven) • RESET Turndown service (M) • Club Signature • [VIEW / (executive lounge) (O) LOCATION] SOCIETY destination • SO Guru (M) dining (M) (e.g. Park Society, Harbour Society)
• BRAND EQUATION PROCESS – ONE-OF-A-KIND HOTEL EXPERIENCE (M) • JUST SAY SO/ SERVICE CULTURE (M) • SO/ VISUAL IDENTITY (M) • Fashion • Playful Entertainment • Avant-Garde Design *SO/ SPA is MANDATORY for all SO/ Resorts SO/ BRAND PRESENTATION P. 28 COMMUNICATION COMMUNICATION PLATFORM
BRAND WEBSITE GLOBAL COMMUNICATI Informative and inspiring, the ON TAGLINE brand website provides seamless research-to- FEEL reservation journey anytime, anywhere. THE
PULSE
SO/ VISUAL IDENTITY SOCIAL MEDIA
Amplifies SO/’s unconventional attitude towards lifestyle luxury Over 23K followers hospitality; playful and audacious, sophisticated and vibrant. sohotelsandresorts
SO/ BRAND PRESENTATION P. 29 COMMUNICATION
AWARDS 30 LEADING AWARDS ACROSS 6 PROPERTIES IN 2019 Top region: Asia Pacific (not including China) with 24 awards
Forbes Travel Guide 1 Awards
Haute Grandeur Global hotel Awards 6 Awards
Luxury Restaurant Awards 1 Awards
Michelin Guide 1 Award
World Luxury Hotel Awards 1 Award
SO/ BRAND PRESENTATION P. 30 BRAND PERFORMANCE PERFORMANCE REPUTATION PERFORMANCE SCORE
89,3%
Our objective is to reach 90.5 and to a CompIndex of above 1.00 vs. global competition
SO/ BRAND PRESENTATION P. 31 ACCOR DISTRIBUTION SOLUTION* PERFORMANCE ACCOR OFFERS >110 GLOBAL DISTRIBUTION CHANNELS AT BEST MARKET CONDITIONS
*All Accor brands excluding recently integrated: Source: CRS Officail figures as of end 2019 Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe 32 PERFORMANCE SO/ DISTRIBUTION POWERED BY ACCOR (Room Revenue based) Official figures as of end 2019
INFLUENCED HOTEL DIRECT* *E-mails & cluster services
VOICE 38% DIRECT SALES ACCOR WEB ALL.ACCOR.COM + APP BRAND.COM 14% 1%
72% FOCUS WEB 45% (ACCOR WEB + WEB PARTNER) OF SO/ ROOM 19% REVENUE COMES 28% THROUGH ACCOR HOTEL CENTRAL RESERVATION PMS SYSTEM 99,534 ROOM NIGHTS
26% 12% €20M ROOM REVENUE 25% INDIRECT SALES
WEB PARTNERS (OTAs)
GDS/IDS
33 NEW BOOKING ENGINE & APP
1 MULTIBRAND PORTAL 1 LIFESTYLE COMPANION APP 18 BRAND.COM WEBSITES ALL.ACCOR.COM
▪ 300M Website + App visits ▪ 56% Mobile and app visits* ▪ Plugged to ALL.ACCOR.COM
▪ 2,200 Destinations ▪ 1 Download every minute ▪ 18 Languages
*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL
Source: Official figures as of end 2019 34 NEW LOYALTY PROGRAM
THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM
NEW LIMITLESS EXPERIENCES ▪ 64M Loyalty members worldwide Central AND EXTENDED OPPORTUNITIES South ▪ 31% Loyalty contribution rate Europe America TO EARN & REDEEM POINTS North & 6% ▪ X 2 Members stay twice more 8% Central NEW BENEFITS ▪ X 2 Members spend twice more America, Caribbean ▪ 2 New tiers (diamond & limitless hidden tier) ASPAC 11% ▪ 34 Brands and + 31% 214M ▪ Suite Night Upgrade Nothern ▪ F&B outside a stay 150 Europe 120 100 12% 70 NEW PARTNERSHIPS Other 4 4,7 64 ▪ PSG – Games / Net media value +€200m to ALL 32 40 53 France Europe, 2016 2017 2018 2019 ▪ AEG – Worldwide arenas & festivals 12% Middle-East & Africa ▪ IMG – Taste festivals ALL FRS Huazhu 20%
Source: Official figures as of end 2019 35 …
APPENDIX
SO/ BRAND PRESENTATION P. 36 COMPETITION
EDITION
ANDAZ
W HOTELS
37 DEVELOPMENT CRITERIA
AAA ULTRA CITY CENTER LOCATION, WORLDWIDE HISTORIC CONVERSION
RECOMMENDED 100 – 200 keys 200 – 250 keys NUMBER OF ROOMS
ROOM AVERAGE HOTEL -10/-15% of worldwide 40 sqm and + SIZE
TGFA / ROOM -10/-15% of worldwide 90 – 110 sqm PRIME SECONDARY AIRPORTS LOCATIONS LOCATIONS SUBURBS RECOMMENDED 90 – 180 keys 100 -200 keys NUMBER OF ROOMS INTERNATIONAL CAPITALS RESORT ROOM AVERAGE KEY CITIES & 40 sqm + balcony 45 sqm + balcony SIZE RESORTS TGFA / ROOM 90 – 110 sqm 100 – 120 sqm MAJOR DOMESTIC DESTINATIONS 2 restaurants FOOD & BEVERAGE 1 signature rooftop bar OTHER CITIES & ATTRACTIVE SoSpa TOURISTIC WELL-BEING SoFit DESTINATIONS Swimming pool Magnifique meetings & events (1) MEETINGS Ballroom Source: Official figures as of end 2019 Business Centre available 38 DESIGN & TECHNICAL SERVICES - Guidelines
SO/ FIT CONCEPT SO/ SPA GUIDELINES SO/ DESIGN BRIEF Can be used after HCSA is signed Can be used after HCSA is signed Can be used before HCSA is signed
WHAT’S HAPPENING IN 2020? • Construction and renovation standards • Design brief • Art & Styling guidelines • So/ Glow
SO/ STYLE BOOK Can be used before HCSA is signed
39 www.sofitel.com
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SO/ SOFITEL BRAND PRESENTATION P. 31