WHY INVEST IN
ACCOR GLOBAL DEVELOPMENT FEBRUARY 2019 WORK HARD, PLAY HARD.
Hotels and resorts in tune with today’s mobile world, blending peak performance and personal well-being. A vibrant place where global nomads can feel at their very best, wether on business or leisure.
PIONEERING STYLISH INVIGORATED ACCOMPLISHED
WHY INVEST IN PULLMAN / BRAND POSITIONING / 2 PULLMAN TOP 3 USPs
LEADING GROWING HIGH PERFORMING CONTEMPORARY MOMENTUM BUSINESS MODEL DESIGN HOTEL BRAND • 130 hotels opening in the last 10 • Large number of keys - 300 average • N°1 perceived design brand by years and 50 openings planned until rooms • Premium positioning in premium customers versus competitors 2030 locations plus business oriented driving higher global average room • Distinct work/play concept, which is X • Leveraging both business and leisure = rates translated across all touch points, markets and opportunities services, products and design: The Junction, MEET/PLAY design, Artist • Additional MICE & F&B revenue Playground
• Rail travel heritage and pioneering • Distinct MICE space programming > spirit provides strong foundation for 1000 sqm minimum (HARD) and contemporary approach strong MICE offerings (SOFT)
PULLMAN PARIS BERCY WHY INVEST IN PULLMAN / BRAND USPs / 3 NETWORK AND PIPELINE
Official figures as of end 2018 100%
Geographical EUROPE split NETWORK AMERICAS 4,851 Rooms 10% 19 Hotels NETWORK 12% 3,707 Rooms PIPELINE 12 Hotels 890 Rooms 4 Hotels PIPELINE 246 Rooms 1 Hotel FRANCE NETWORK 3,338 Rooms ASIA- 11 Hotels 9% PACIFIC PIPELINE NETWORK 168 Rooms 22,600 Rooms 1 Hotel 59% 77 Hotels 131 HOTELS PIPELINE 10% 11,412 Rooms 39 Hotels ROOMS 38,563 AFRICA – MIDDLE EAST 39 COUNTRIES IN 2018 NETWORK 4,067 Rooms 12 Hotels PIPELINE 2,619 Rooms 8 Hotels 53 NEW HOTELS BY 2023 OPERATING MODE
15,335 NEW ROOMS BY 2023 80% 20% Managed Franchised
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 3 FLAGSHIPS
PULLMAN LONDON SAINT PANCRAS, UK
312 ROOMS
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 5 FLAGSHIPS
PULLMAN SAO PAULO VILA OLIMPIA, BRAZIL
167 ROOMS
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 6 FLAGSHIPS
PULLMAN BANGKOK KING POWER, THAILAND
354 ROOMS
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 7 FLAGSHIPS
PULLMAN PARIS BERCY, FRANCE
392 ROOMS
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 8 LATEST OPENINGS
Official figures as of end 2018
PULLMAN LUANG PRABANG, LAOS PULLMAN YANGON CENTREPOINT, MYANMAR 123 ROOMS, JUNE 2018 289 ROOMS, FEBRUARY 2018
PULLMAN TOKYO TAMACHI, JAPAN PULLMAN FUZHOU TAHOE, CHINA 143 ROOMS, SEPTEMBER 2018 258 ROOMS, JUNE 2018
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 9 KEY UPCOMING OPENINGS
Secured Pipeline from end 2018
EUROPE ASIA – PACIFIC
Pullman Tbilisi Tower, Georgia 228 Rooms, December 2019 Pullman Suzhou Taicang, China 388 Rooms, May 2019 Pullman Okol Gorni Hotel Resort Golf and Spa, Bulgaria 140 Rooms, Pullman Mandalay Mingalar, Myanmar 365 Rooms, June 2019 April 2021 Pullman Bandung City Centre, Indonesia 279 Rooms, May 2020 Pullman Quang Binh, Vietnam 358 Rooms, June 2020 Pullman Auckland Airport, New Zealand 313 Rooms, October AFRICA – MIDDLE EAST 2021 Pullman Shenzhen North Station, China 275 Rooms, December
Pullman Nairobi, Kenya 334 Rooms, December 2019 2021 Pullman Doha Bridge Towers, Qatar 468 Rooms, January 2020 Pullman Singapore City Hall, Singapore 347 Rooms, December Pullman Sharjah Canal, United Arab Emirates 186 Rooms, January 2021 2020 Pullman Kota Kinabalu Convention City 320 Rooms, December 2022 Pullman Beijing Luneng, China 270 Rooms, December 2022 Pullman Hangshou Binjang Excellence, China 307 Rooms, AMERICAS December 2022
Pullman Miraflores, Perou 246 Rooms, December 2020 Pullman Wuhan Mall, China 347 Rooms, December 2022 Pullman Yichang, China 288 Rooms, December 2022 Pullman Surabaya Kertajaya, Indonesia 212 Rooms, June 2023 Pullman Medan, Indonesia 221 Rooms, June 2024
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 10 KEY UPCOMING OPENINGS
Official figures as of end 2018
PULLMAN CHANGBAISHAN RESORT, CHINA 280 ROOMS, OPENING JANUARY 2019
PULLMAN TBILISI TOWER GEORGIA PULLMAN SHARJAH CANAL, UAE 228 ROOMS, OPENING DECEMBER 2019 186 ROOMS, OPENING JANUARY 2020
WHY INVEST IN PULLMAN / NETWORK & PIPELINE / 11 DESIGN AMBITION
DESIGN AMBITION VIBRANT TAILORED LOCALIZED TRANSFORM ATIVE BOLD
With Pullman Hotel’s strong guest identity and innovative spirit, the space’s design needs to reflect these powerful sentiments through statements and layered detail
PULLMAN HONG KONG PARK LANE WHY INVEST IN PULLMAN / KEY PROGRAMS / 12 4 PASSIONS
IMMERSIVE POWER ART & DESIGN FITNESS
Enjoy art and design in real spaces rather than museums and shops: at Stay on top of the game while Pullman, art surrounds you in a HAPPENING having fun: at Pullman, fitness fresh, modern and inspiring way SMART is exciting and rewarding F&B INTERACTIONS Food & Beverage at Pullman is communal, experiential and social. A fresh take on Our services and technology ‘eatertainment’ focused on are in-tune with today’s the vibe of the neighborhood, zeitgeist and always available; served wherever and so you can manage your pace whenever you need. There of life, your own way are no set rules. Meet at the restaurant, grab a snack to go, or head to the lobby buzzing with locals and guests alike for a nightcap.
WHY INVEST IN PULLMAN / KEY PROGRAMS / 20 BRAND PROGRAMS: EXHAUSTIVE LIST
ARRIVAL & PUBLIC GUEST FOOD& WELLNESS LEISURE MEETINGS & DEPARTURE SPACES ROOMS BEVERAGE FACILITIES FACILITIES EVENTS
Signature Scent M The Junction at M Pullman Bed M Bites on wheels M Sarah Hoey M The Social Hub M Artnight M Pullman (Resorts + MICE) Wellbeing program (Resorts)
Uniforms M Artist M C.O-Bigelow M Early Bird Coffee M Fit Trail M “Teens Only” M Business Playground Bathroom amenities Cart (Resorts) program Playground (Resorts) Welcome Drink M Art at PlayM Sleep Tracker Active M Fitness Videos M MICE Layout Device Breakfast and Design Signature M Contemporary M Fitness in-room M Refresh Your M Music Permanent kit Focus Toolkit Art Collection Pullman Globe Boot Performance M Camps Boost Power Fitness All Aboard M Studio inspection site
Smart interactions M Mandatory Immersive Art & Design Happening F&B Power Fitness
WHY INVEST IN PULLMAN / KEY PROGRAMS / 14 BRAND PROGRAM – IMMERSIVE ART & DESIGN
ARTIST PLAYGROUND Innovative and inspiring pieces of art easily visible to all guests, highly unexpected in the hotel’s communal space
PULLMAN SÃO PAULO VILA OLÍMPIA
PULLMAN LONDON ST PANCRAS PULLMAN LONDON ST PANCRAS PULLMAN BRUSSELS CENTRE MIDI
WHY INVEST IN PULLMAN / KEY PROGRAMS / 22 BRAND PROGRAM – SMART INTERACTIONS
THE JUNCTION AT PULLMAN
The Junction is a fresh new take on the lobby concept and is at the very heart of the Pullman guest experience. It is a destination in itself, a dynamic, vibrant and happening place where global nomads check in and out, meet and mingle, work and play
PULLMAN TOKYO TAMACHI
WHY INVEST IN PULLMAN / KEY PROGRAMS / 16 BRAND PROGRAM – POWER FITNESS
SARAH HOEY WELLBEING PROGRAM
Pullman is strengthening its commitment to wellbeing with a program designed to help travelers adopt a healthier lifestyle
This holistic approach was developed in collaboration with Pullman’s Wellness Coach, Sarah Hoey
It is based on the four universal pillars of health: SLEEP, FOOD, SPORT and SPA WELLNESS COACH SARAH HOEY
WHY INVEST IN PULLMAN / KEY PROGRAMS / 17 BRAND PROGRAM – HAPPENING F&B
PULLMAN OLYMPIC PARK SYDNEY
ARTNIGHT An exclusive signature event hosted by a Pullman hotel, built around contemporary art and design. A fresh and exciting way for our guests to discover the hotel (Spaces, key features and personality) through
PULLMAN BERLIN SCHWEIZERHOF, ART NIGHT stylish contemporary parties
WHY INVEST IN PULLMAN / KEY PROGRAMS / 18 PEOPLE ACTIVATION
“I GO THE EXTRA MILE SO OUR GUESTS CAN BE AT THEIR PERSONAL BEST.”
PULLMAN PARIS CENTRE - BERCY WHY INVEST IN PULLMAN / KEY PROGRAMS / 19 COMMUNICATION PLATFORM
PULLMAN GLOBAL MAGAZINE
COMMUNICATION • 7M Potential Reach Per Year CAMPAIGN • 2 Editions / Year + Chinese Our world is your playground Version + Revised Digital Version
PULLMAN LIVERPOOL
SOCIAL MEDIA & WEBSITE • 250,000 followers on all TONE OF VOICE social media channels • x2 number of followers 2017 vs 2016 Bold, Smart, Fun • 4,000,000 interactions encouraged by more than 1,000 posts
WHY INVEST IN PULLMAN / BRAND COMMUNICATION / 20 AWARDS
191 PROMINENT AWARDS ACROSS 90 PROPERTIES, INCLUDING :
World Luxury Hotel Awards Luxury Art Hotel Pullman Jakarta Central Park
South Asia and the Pacific 2018 Special Prize, Interior Design - Hotels category Pullman Bangkok King Power
World Travel Awards for Europe's Leading Hotel & Spa 2018 Pullman Timi Ama Sardegna
10 Haute Grandeur Global Excellence Awards Pullman Guangzhou Baiyun Airport
MOST AWARDED PROPERTY IS PULLMAN GUANGZHOU BAIYUN AIRPORT WITH 15 NOTABLE AWARDS
TOP REGION IS ASIA PACIFIC WITH 173 AWARDS
PULLMAN GUANGZHOU BAIYUN AIRPORT
WHY INVEST IN PULLMAN / BRAND COMMUNICATION / 21 BRAND PERFORMANCE
BRAND BRAND BRAND REPUTATION AWARENESS PERCEPTION MARGIN PERFORMANCE SCORE Already well-known in key markets among Pullman is considered as affluent travellers TOTAL AWARENESS cosmopolitan brand among affluent travellers
2/3 of the Pullman guests associate • France 64% the brand with contemporary design • Germany 44% Excellent F&B (breakfast, bar) and a 53€ 87,1 % • Brazil 48% modern style / design are the main distinctive attributes • Australia 62% spontaneously quoted by frequent guests Very good • Singapore 43%
Our objective is to grow our brand Our objective is to capitalize on the fact Our objective is to increase this price Our objective is to reach 87 in 2019 awarness by 2-3 points that Pullman’s root link the brand to a premium positive image of travel/luxury
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 INVEST IN PULLMAN / BRAND PERFORMANCE / 22 BRAND AWARENESS (%)
64 62
48 44 41 43 33 33 30 27 26 23 24 15 12
EUROPE AMERICAS ASPAC MEA
Source: BEAM - Brand Equity & Awareness Monitoring December 2018 | Base: Affluent & Luxury hotel users = users having spent at least 1 stay in a luxury hotel over the last 12 months, 6 nights + in any type of paid-for accommodation, top 30% income within country
WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 23 BRAND MARGIN (€)
81 76 66 59 56 56 50 51 50 46 46 39 38 36 36
EUROPE AMERICAS ASPAC MEA
Brand Margin® in € Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means that « Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ». Base: people having stayed in paid-for accommodation in the last 12 months and somewhat/very familiar with the brand
Brand Margin ® in €. Traveller representative Figures as of end 2018
WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 24 BRAND REPUTATION PERFORMANCE SCORE PULLMAN Source : TrustYou by end of 2018 AVERAGE RPS 87,14%
NORTH & EUROPE CENTRAL ASIA – AMERICAS 86% PACIFIC 82% 94%
SOUTH AFRICA – AMERICA MIDDLE EAST 88% 85%
WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 25 REVPAR INDEX PULLMAN Source : STR Performance by end of 2018 REVPAR INDEX 102,4
LONDON 1 Pullman Hotel RevPAR INDEX = 127
PARIS 2 Pullman Hotels with SHANGHAI RevPAR INDEX = 102 to 104 3 Pullman Hotels RevPAR INDEX = 101 to 143
MARRAKECH DUBAI 1 Pullman Hotel 2 Pullman Hotels with RevPAR INDEX = 151 RevPAR INDEX = 110 to 123
BANGKOK 1 Pullman Hotel RevPAR INDEX = 116
GLOBAL AVERAGE OCCUPATION RATE SYDNEY, MELBOURNE & CAIRN > 68% 5 Pullman Hotels RevPAR INDEX = 100 to 133
WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 26 BRAND PERFORMANCE THE CENTRAL RESERVATIONS SYSTEM GENERATES ON ACCOR DISTRIBUTION SOLUTION AVERAGE ACCOR OFFERS > 110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS 66% OF A HOTEL’S ROOM REVENUE
Source : CRS Official figures as of end 2018 WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 27 BRAND PERFORMANCE
ACCOR DISTRIBUTION PERFORMANCE POWERED BY ACCOR FOR LUXURY & PREMIUM BRANDS
CALL CENTERS, INTRA HOTEL & CLUSTER SERVICES FOCUS WEB PULLMANHOTELS.COM + ACCORHOTELS.COM + MOBILE WEBSITES + PARTNER WEBSITES ACCOR WEB 33% DIRECT SALES PULLMAN ROOM SOLD WEBSITE, MOBILE SITES 1.8M & APP 15% €258M PULLMAN ROOM REVENUE
18% 59% 41% ACCOR HOTEL CENTRAL PMS RESERVATION SYSTEM 18% 8%
WEB PARTNERS (OTAS) 26% INDIRECT GDS/IDS SALES
Source : CRS Official figures as of end 2018 WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 28 BRAND PERFORMANCE
LE CLUB ACCORHOTELS ACCOR OWNS THE MOST INTERNATIONAL AND FAST GROWING LOYALTY PROGRAM
A Worldwide program: Loyalty members - Worldwide 20 brands Guests’ origin - Worldwide 3,500 hotels in 100 Le Club AccorHotels FRS loyalty program countries Huazhu loyalty program Free enrollment Northern Americas 100% Web based program Europe… 18% 173M More than 27,700 new France members every day 13% Le Club AccorHotels Central represents 34.6% of all & roomnights Easter… Asia- Partnerships with large Mediterrane Pacific Airlines loyalty program: an, Middle 31% 106M 120 Skyteam, East & One World, Star Alliance… 100 Africa 20% 70 >53 MILLION LE CLUB MEMBERS LE CLUB ACCORHOTELS ACCORHOTELS 4,7 WORLDWIDE 4 REPRESENTS MEMBERS AVERAGE 53 REVENUE SPENT PER 40 NIGHT IN 2018 25 32 34,6% 10 14 18 +27,700 MEMBERS EVERY OF ALL ROOMNIGHTS €143 2012 2013 2014 2015 2016 2017 2018 DAY
Source : LCAH by end of 2018 WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 29 DEVELOPMENT CRITERIA
PROGRAMMING AND DEVELOPMENT RECOMMENDATION
AAA ultra city center WORLDWIDE location, historic conversion
RECOMMENDED NUMBER OF 200 keys and + 200 – 450 keys ROOMS
HOTEL ROOM AVERAGE PRIME SECONDARY AIRPORTS -15%/-20% of worldwide 30 – 36 sqm SIZE LOCATIONS LOCATIONS SUBURBS
TGFA / ROOM 60 – 90 sqm 75 – 110 sqm INTERNATIONAL CAPITALS RECOMMENDED KEY CITIES & NUMBER OF 150 keys and + 200 – 450 keys RESORTS ROOMS MAJOR DOMESTIC
RESORT ROOM AVERAGE 36 – 42 sqm -15%/-20% of worldwide SIZE + balcony DESTINATIONS OTHER CITIES & TGFA / ROOM 75 – 110 sqm 82 – 120 sqm ATTRACTIVE Locally Relevant Restaurant, TOURISTIC 1 Destination Bar, DESTINATIONS FOOD & BEVERAGE Active Breakfast & Early Bird Coffee Cart, Bites-on-Wheels (for resorts) Spa(1) Fitness Centre(1) WELL-BEING Swimming pool(1) Sarah Hoey fitness program and minimum 2 treatment rooms
The Junction Generous ballroom & meeting space > 1,000 sqm MEETINGS Artist Playground The Hub and Teens Only Program (Resorts Only) WHY INVEST IN PULLMAN / BRAND PERFORMANCE / 30 For more information, please connect to the internal Accor platform. This document is for internal use only. Do not distribute or reproduce.