WHY INVEST IN SWISSÔTEL
ACCOR GLOBAL DEVELOPMENT FEBRUARY 2020
Swissôtel Brand Presentation - February 2020 1 BRAND PRESENTATION
Through quality, efficiency and care, our Swiss Hospitality gives guests peace of mind to explore the world and discover life's true rewards.
LIFE IS A JOURNEY. LIVE IT WELL.
FULL OF VITALITY
RELIABLE POSITIONING AT EASE VIDEO RECHARGED
Swissôtel Brand Presentation - February 2020 2 USPs SWISS HOSPITALITY
Swiss efficiency
Product quality
Service reliability and care
SWISSÔTEL CHICAGO, USA Swissôtel Brand Presentation - February 2020 4 USPs UNIQUE VITALITY VALUE PROPOSITION
Worry free stay for guests to enjoy quality time
Vitality product and service offerings for body and mind: Vitality Room, in-room fitness kit, Vitality food, drinks and coffee breaks, destination walks, and mindfulness podcasts...
Pürovel Spa & Sport concept with unique treatments and Swiss made products
SWISSÔTEL RESORT BODRUM BEACH, TURKEY Swissôtel Brand Presentation - February 2020 5 USPs EFFICIENT DESIGN & EFFECTIVE OPERATIONS
Flexibility of space programming and services to best suit the guest needs
Intelligent design
Operational excellence
VITALITY ROOM, SWISSÔTELSwissôtel THE Brand STAMFORD, Presentation SINGAPORE - February 2020 6 NETWORK & PIPELINE BRAND STATUS
35 HOTELS
14,789 ROOMS
18 COUNTRIES IN 2019
23 NEW HOTELS BY 2024
MORE ROOMS BY 2024 Swissôtel Brand4,837 Presentation - February 2020 7 Swissôtel Al Ghurair NETWORK & PIPELINE BRAND STATUS - NETWORK AND PIPELINE Figures as of end 2019
19% EUROPE 43% 9% NETWORK ASIA-PACIFIC 2,839 Rooms 12 Hotels NETWORK AMERICAS 6,401Rooms NETWORK PIPELINE 14 Hotels 1,282 Rooms 1,022 Rooms 6 Hotels 29% PIPELINE 3 Hotels 1,913 Rooms PIPELINE AFRICA – 8 Hotels 368 Rooms 2 Hotels MIDDLE EAST NETWORK OPERATING MODE 4,267 Rooms 90% 10% 6 Hotels Managed Franchised PIPELINE 1,484 Rooms 7 Hotels Swissôtel Brand Presentation - February 2020 8 NETWORK & PIPELINE SWISSÔTEL THE BOSPHORUS, ISTANBUL
566 ROOMS & SUITES 63 RESIDENCES 7 LOFTS 7 BARS & RESTAURANTS 29 FUNCTION ROOMS PÜROVEL SPA & SPORT
Swissôtel Brand Presentation - February 2020 9 NETWORK & PIPELINE SWISSÔTEL NANKAI, OSAKA
546 ROOMS & SUITES 6 BARS & RESTAURANTS 18 FUNCTION ROOMS PÜROVEL SPA & SPORT
Swissôtel Brand Presentation - February 2020 10 NETWORK & PIPELINE SWISSÔTEL KRASNYE HOLMY, MOSCOW
234 ROOMS & SUITES 3 BARS & RESTAURANTS 11 FUNCTION ROOMS PÜROVEL SPA & SPORT
Swissôtel Brand Presentation - February 2020 11 NETWORK & PIPELINE SWISSÔTEL THE STAMFORD, SINGAPORE
1252 ROOMS & SUITES 13 BARS & RESTAURANTS 34 FUNCTION ROOMS SPA & SPORT
Swissôtel Brand Presentation - February 2020 12 NETWORK & PIPELINE SWISSÔTEL ZÜRICH
347 ROOMS & SUITES 1 BAR & RESTAURANT 17 FUNCTION ROOMS SPA & SPORT
Swissôtel Brand Presentation - February 2020 13 NETWORK & PIPELINE SWISSÔTEL CHICAGO
662 ROOMS & SUITES 2 BARS & RESTAURANTS 23 FUNCTION ROOMS SPORT
Swissôtel Brand Presentation - February 2020 14 NETWORK & PIPELINE LATEST OPENING: SWISSÔTEL PIK AVENUE , JAKARTA
412 ROOMS & SUITES 3 RESTAURANTS & BARS SPA & SPORT OPENING END OF 2019
Swissôtel Brand Presentation - February 2020 15 NETWORK & PIPELINE UPCOMING OPENINGS: SWISSÔTEL SHARM EL SHEIKH, EGYPT
387 ROOMS DECEMBER 2020
Swissôtel Brand Presentation - February 2020 16 NETWORK & PIPELINE UPCOMING OPENINGS: SWISSÔTEL JEDDAH, SAUDI ARABIA
247 ROOMS DECEMBER 2020
Swissôtel Brand Presentation - February 2020 17 NETWORKNETWORK & &PIPELINE PIPELINE UPCOMING OPENINGS: SWISSÔTEL KATAMEYAH, EGYPT
300 ROOMS DECEMBER 2023
Swissôtel Brand Presentation - February 2020 18 NETWORK & PIPELINE SECURED PIPELINE OVER 5 YEARS As of end December 2019
EUROPE SWISSÔTEL KOTOR, MONTENEGRO 130 ROOMS, JANUARY 2021 SWISSÔTEL KURSAAL BERN, SWITZERLAND 171 ROOMS, JUNE 2020 SWISSÔTEL KYRENIA NORTH CYPRUS, CYPRUS 225 ROOMS, JUNE 2022 SWISSÔTEL BUCHAREST, ROMANIA 223 ROOMS, JUNE 2021
ASIA – PACIFIC SWISSÔTEL GOLD COAST HOPE ISLAND RESORT, AUSTRALIA 166 ROOMS, JANUARY 2025 SWISSÔTEL DHAKA, BANGLADESH 350 ROOMS, DECEMBER 2022
AFRICA – MIDDLE EAST SWISSÔTEL SHARM EL-SHEIK, EGYPT 387 ROOMS, Pending SWISSÔTEL FOKAH NORTH COAST, EGYPT 300 ROOMS, Pending
AMERICAS SWISSÔTEL SANTA CRUZ, BOLIVIA 138 ROOMS, JANUARY 2020 SWISSÔTEL MEDELLIN, COLOMBIA 230 ROOMS, MARCH 2022
Swissôtel Brand Presentation - February 2020 19 GUEST EXPERIENCE A PASSION FOR VITALITY FOR BODY AND MIND open happy energetic passionate
Our guests are like us. Full of life. Energetic. Passionate. So it’s no surprise that they appreciate our vitality. Because it’s something they value in their everyday life too.
Swissôtel Brand Presentation - February 2020 20 GUEST EXPERIENCE BRAND EXPERIENCE – VITALITY ROOM
A new perspective on wellbeing and hospitality
Swissôtel The Stamford, Singapore
Swissôtel The Stamford, Singapore Swissôtel Zürich SwissôtelSwissôtelZürich Resort, Bodrum Beach
Swissôtel Brand Presentation - February 2020 21 GUEST EXPERIENCE BRAND EXPERIENCE – PÜROVEL
The Pürovel philosophy is derived from the origin of wellbeing and use of nature’s resources.
. Swissôtel Kunshan Swissôtel Resort Bodrum Beach The Pürovel essence is transfused in Pürovel Spa & Sport facilities, Pürovel bathroom amenities & Pürovel signature treatments.
Swissôtel Resort Bodrum Beach Swissôtel Le Concorde, Bangkok
Swissôtel Brand Presentation - February 2020 22 GUEST EXPERIENCE A PASSION FOR SUSTAINABLE EXCELLENCE reliable sincere visionary committed
Naturally, we like to please current guests. But thanks to our commitment to sustainable management, we also consider future guests. It shows we value tomorrow as much as today, creating a brand that stands the test of time.
Swissôtel Brand Presentation - February 2020 23 GUEST EXPERIENCE A PASSION FOR HIGH-QUALITY CRAFTSMANSHIP genuine innovative intelligent living tradition
Swiss hospitality represents efficiency and care. It is about crafting meaningful and engaging experiences. Together with intelligent, distinct, and high- quality design that’s inspired by local customs, it creates a welcoming atmosphere for guests from around the world.
SwissôtelSwissôtel Zurich Brand Presentation - February 2020 24 GUEST EXPERIENCE BRAND EXPERIENCE – SWISSÔTEL CIRCLES
Swissôtel Circles Theme Crossing – The Swiss theme and Swiss design circle, Flora circle & Alps circle. destination circles are a strong visual elements of differentiation
Swissôtel Jakarta Pik Avenue Swissôtel Zurich
Swissôtel Brand Presentation - February 2020 25 GUEST EXPERIENCE GUEST JOURNEY & EXPERIENCE – KEY STANDARDS AT A GLANCE The following list contains the key brand concepts & markers. Specific and detailed guidelines with rich elements & content bring each experiences to life in the guest journey. Brand standards as of end 2019, might be subject to changes
FOOD AND WELLNESS LEISURE MEETINGS ARRIVAL PUBLIC SPACES GUEST ROOMS DEPARTURE BEVERAGE FACILITIES FACILITIES AND EVENTS
• Swissôtel Circles M • Swissôtel Scent M • Vitality Room • Vitality Breakfast M • Pürovel M • Vitality In • SOS Children’s • Swissôtel Massage Oils Movement Villages Events Give Aways • Doorman Uniform M • Pürovel • Vitality Drinks M Care Products M • Vitality Jogging M • World Food Day (Oct.) • Vitality Dishes M Maps • Mindfulness • Vitality Day & Week M • The Quarter M postcards & • Vitality M March 21st / In-roomFitness podcast • F&B Essentials M 2nd week June Kit • Bed Experience • August 1st Celebration • Pürovel Spa M & Sport • Vitality Meetings
• World Food Day
• Vitality for body & mind • Sustainable excellence • High-quality Craftsmanship M Mandatory Standard Swissôtel Brand Presentation - February 2020 26 GUEST EXPERIENCE PEOPLE ACTIVATION
We aim to provide quality in our people's lives. Every Heartist is an ambassador of our brand. We therefore encourage their development in being authentic, creative and asking "Why?". We put the accent on our peôple.
Swissôtel Brand Presentation - February 2020 27 BRAND COMMUNICATION - VISUAL IDENTITY COMMUNICATION
CALM CLEAR CREDIBLE
Swissôtel Brand Presentation - February 2020 28 COMMUNICATION BRAND COMMUNICATION PLATFORM
Website New Website Relaunched Q1/ 2020
Global Brand Social Media Image New strategy Campaign Relaunched Q1/ 2020
Swissôtel Brand Presentation - February 2020 29 AWARDS COMMUNICATION
75 LEADING AWARDS ACROSS 18 PROPERTIES Top region: Asia Pacific (not including China) with 26 awards Condé Nast Johansens Luxury Hotel & Spa Venues Awards – 1 Award
Fashion Travel – 1 Award
LUX Life Magazine – 1 Award
Michelin Guide – 1 Award
TripAdvisor – 2 Awards
World Luxury Hotel Awards – 2 Awards
World Luxury Spa Awards – 1 Award
World Travel Awards – 5 Awards
RESTAURANT JAAN, SWISSÔTEL THE STAMFORD, SINGAPORE SOFITEL LEGEND METROPOLE HANOI
Swissôtel Brand Presentation - February 2020 30 PERFORMANCE BRAND PERFORMANCE
BRAND BRAND BRAND REPUTATION AWARENESS PERCEPTION MARGIN PERFORMANCE SCORE >50% 73% €52 88,07 In 3 countries of guests associate Swissôtel Brand Margin® measures the The Reputation Performance Score with the quality and care of financial premium which the measures the overall hotel online Swiss hospitality. brand name adds to the reputation based on several sources: Very high awareness in: intrinsic value of the same hotel Guest Satisfaction Survey (GSS & Net For 60% of guests, Swissôtel is stay with an unbranded Promoter Score), Trip Advisor, Booking, Singapore:77% associated with contemporary alternative Ctrip etc. It is the most representative hotels. hotel’s reputation KPI, requires at least Germany: 61% 100 guests’ feedback and give positive reputation score out of 100% Australia:57%
Swissôtel Brand Presentation - February 2020 31 PERFORMANCE SWISSÔTEL TOTAL AWARENESS (%)
77
61 57
44 42 35 37 37 32 32 27 26
France United Germany Russia USA Canada Brazil Australia China Singapore Japan UAE/S. Kingdom Arabia
EUROPE AMERICAS ASPAC MEA
Source: BEAM - Brand Equity & Awareness Monitoring December 2019 | 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
Swissôtel Brand Presentation - February 2020 32 PERFORMANCE SWISSÔTEL BRAND MARGIN (€) 85
66 67
53 54 53 47 49 42 42 35 29
France United Germany Russia USA Canada Brazil Australia China Singapore Japan UAE/S. Kingdom Arabia 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 2019 Swissôtel Brand Presentation - February 2020 33 SWISSOTEL REPUTATION SCORE YTD AVERAGE RPS 88.0%
PERFORMANCE
EUROPE NORTH AND CENTRAL AMERICA % ASPAC & CARAIBES 91 % 86% 88
SOUTH AMERICA AMO
92% 85%
Swissôtel Brand Presentation - February 2020 34 PERFORMANCE ACCOR DISTRIBUTION SOLUTION ACCOR OFFERS > 110 GLOBAL DISTRIBUTION PARTNERSHIPS AT BEST MARKET CONDITIONS
*All Accor brands excluding recently integrated: Figures as of end 2019 Swissôtel Brand Presentation - February 2020 Delano, SLS, The House of Originals, Mondrian, Hyde, greet, Mantis, Tribe 35 SWISSÔTEL DISTRIBUTION PERFORMANCE PERFORMANCE
POWERED BY ACCOR FOR LUXURY & PREMIUM BRANDS (ROOM REVENUE BASED)
INFLUENCED HOTEL DIRECT* *E-MAILS & CLUSTER SERVICES
33% DIRECT SALES VOICE
ACCOR WEB ALL.ACCOR.COM + APP BRAND.COM 30%
FOCUS WEB 29% 66% (ACCOR WEB + WEB PARTNER) 1% 34% OF SWISSOTEL HOTEL 837,560 ROOM NIGHTS ROOM REVENUE PMS 9% COMES THROUGH €140M ROOM REVENUE ACCOR CENTRAL RESERVATION SYSTEM 20% 6%
WEB PARTNERS (OTAS) 26% INDIRECT SALES GDS/IDS
Swissôtel Brand Presentation - February 2020 36 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
▪ 2200 Destinations ▪ 1 Download every minute
▪ 18 Languages
*year 2019 + from dec 2019-to Mid Feb 2020, since launch of ALL PERFORMANCE
Figures as of end 2019 Swissôtel Brand Presentation - February 2020 37 NEW LOYALTY PROGRAM
THE ONLY LIFESTYLE THE FAST GROWING THE MOST GLOBAL LOYALTY PROGRAM LOYALTY PROGRAM LOYALTY PROGRAM NEW LIMITLESS EXPERIENCES AND ▪ 64M Loyalty members worldwide EXTENDED OPPORTUNITIES South Central ▪ 31% Loyalty contribution rate Europe TO EARN & REDEEM POINTS North & America 8% 6% ▪ X 2 Members stay twice more Central America, NEW BENEFITS Caribbean ▪ X 2 Members spend twice more ASPAC ▪ 2 New tiers (diamond & limitless 11% 31% hidden tier) ▪ 34 Brands and + Nothern 214M Europe ▪ Suite Night Upgrade 12% Other ▪ F&B outside a stay 150 Europe, 120 100 Middle- 70 France East & NEW PARTNERSHIPS 4 4,7 64 12% Africa 32 40 53 ▪ PSG – Games / Net media value 20% +€200m to ALL 2016 2017 2018 2019 ▪ AEG – Worldwide arenas & festivals ALL FRS Huazhu ▪ IMG – Taste festivals PERFORMANCE
Figures as of end 2019 Swissôtel Brand Presentation - February 2020 38 APPENDIX
Swissôtel Brand Presentation - February 2020 39 Swissôtel The Stamford, Singapore COMPETITION
HYATT REGENCY WESTIN MARRIOTT SHERATON HILTON
Swissôtel Brand Presentation - February 2020 40 DEVELOPMENT CRITERIA PROGRAMMING & DEVELOPMENT
AAA ULTRA CITY CENTER LOCATION, WORLDWIDE HISTORIC CONVERSION
RECOMMENDED 200 keys and more 200 keys and more NUMBER OF ROOMS
ROOM AVERAGE SIZE -15%/-20% of worldwide 30 – 36 sqm HOTEL TGFA / ROOM 60 – 90 sqm 75 – 110 sqm
RECOMMENDED 150 keys and more 200 keys and more NUMBER OF ROOMS PRIME SECONDARY AIRPORTS 36 - 42 sqm ROOM AVERAGE SIZE -15%/-20% of worldwide LOCATIONS LOCATIONS SUBURBS + balcony
RESORT TGFA / ROOM 90 – 118 sqm 100 -130 sqm INTERNATIONAL Breakfast Restaurant CAPITALS “The Quarter” Speciality Restaurant FOOD & BEVERAGE KEY CITIES & 1 Bar at a minimum, RESORTS Vitality coffee breaks, dishes & drinks MAJOR DOMESTIC Swimming Pool (optional) DESTINATIONS >250 keys = Pürovel Spa and Sport WELL-BEING (more than 4 treatment rooms and 4 spa amenities)(1) <250 keys = Pürovel Sport OTHER CITIES & (minimum 2 treatment rooms but less than 4 and 3 spa amenities) ATTRACTIVE TOURISTIC Club Gold Swiss & Executive Club Rooms DESTINATIONS Key Meeting rooms MEETINGS Ballroom(1) Business center(1) Kids Club(1) Figures as of end 2019 Swissôtel Brand Presentation - February 2020 41 DESIGN & TECHNICAL SERVICES
SWISSÔTEL DESIGN BRIEF Can be used before HCSA is signed
PÜROVEL SPA & SPORT SWISSÔTEL VITALITY SWISSÔTEL FF&E SWISSÔTEL CONSTRUCTION Can be used after HCSA is signed BOOK DESIGN DESIGN STANDARDS & RENOVATION STANDARDS Can be used after Can be used after Can be used after HCSA is HCSA is signed HCSA is signed signed
SWISSÔTEL STYLE BOOK Can be used before HCSA is signed
Swissôtel Brand Presentation - February 2020 42 THANK YOU #SwissVitality #SwissHospitality
Swissôtel Brand Presentation - February 2020 43 Swissôtel Al Ghurair, Dubai