It's great oral reentry. Denis Hennequin, the controls of Accor since the ouster of Gilles Pelisson in January, will unveil early next week its strategy to revitalize the hotel group. It will present its first new priorities for employees at headquarters Monday and Tuesday to investors and financial analysts.
His method and revenues to improve the performance of Accor are particularly expected that the share price has lost more than 30% since the beginning of the year, in a very difficult indeed. "We should have a clearer view on marketing initiatives, brand repositioning and expansion plans, hoping Exane analysts in a note published this week.Their impact will probably do not feel immediately, but a better brand strategy could lead to a better average income in both years, as if Holiday Inn has reopened. "
Accor should provide a detailed annual forecast for the year. In a context of great tension on the purchasing power, investors also hope that the group will provide guidance on trends for next year.
But the most anticipated the evolution of the brand portfolio, a question that Denis Hennequin, who spent his career at McDonald's, has always considered a priority. Reportedly, the CEO of Accor is expected to announce its intention to make Ibis spearhead the group's development in economy hotels. Ibis brand is already the highest contributor to the results of Accor.Denis Hennequin wants to further exploit its strengths in the imposing new on land now occupied by All Seasons and Etap Hotel. Ibis would be broken down into three "versions": Ibis, corresponding to the current Ibis, standard hotels, all in the same vein Ibis Styles, corresponding to the current All Seasons hotels, which would then be renamed; Ibis Budget, instead the current Etap Hotel. New logos would be launched with a pillow and different colors according to the formulas (red, green or blue). lnterrogée yesterday, the management of Accor declined to comment.
In the 2010 annual report of the group, Denis Hennequin felt the need to strengthen the brands so that they emit more personality. "They will be more aggressive in their communication, in their boldest and most innovative design in their service offerings," he writes.He continued: "Our priority is to strengthen their DNA. Ibis is a good example. It is not only the first contributor to the results of Accor, but also a nugget: in a market dominated by the economic basis of price, it has more soul and warmth that all clients recognize him. This is all the difference. "In late January, Ibis opened its 900th hotel in the world, in Tangier in Morocco.
"The Big Mac of Accor"
Launched in 1974 in Bordeaux, the chain now operates in fifty countries. It has opened 44 schools last year and provides 10,000 new rooms per year by 2015.In addition to providing accommodation at an affordable price, it offers the opportunity to purchase snacks and drinks 24 hours 24, a breakfast from 4:00 am to noon and to use an Internet space.
In late February, presenting the results of the exercise, Denis Hennequin was ruled IBIS takes to become a world reference. "Ibis is a bit of the Big Mac Accor, a jewel in a market economy. This is a brand that works everywhere, "he was delighted, much more critical of other brands. After the Big Mac index, he said he would see an "Index Ibis" to the extent of the global economy hotels. Walking is engaged …
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