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Accor Leans Into Premium Lodge Manufacturers, Franchising, and China



Since Sébastian Bazin turned its CEO in 2013, Accor has had a collection of transformations and finished numerous acquisitions, equivalent to Mövenpick, Fairmont, and Mantra, and joint ventures, equivalent to Ennismore.

However Accor detailed final July one thing of a five-year-plan, with detailed commitments on efficiency benchmarks it intends to satisfy. That was a declaration that the group primarily has what it wants. Except for the occasional opportunistic acquisition, it appears principally set on rising with what it has.


So when prime Accor executives had been visiting New York Metropolis in late February, I went to interview them about their sport plan. I spoke with Jean-Jacques Morin, Group Deputy CEO and CEO of the premium, midscale and economic system division, and with Martine Gerow, who joined Accor in July 2023 as group chief finance officer.

Some key factors:

  • Accor execs stated their work on its premium manufacturers has paid off.
  • The group expects a shift towards house owners signing extra franchise contracts somewhat than administration ones.
  • The group stated it believes it’s worthwhile to commerce some short-term profitability in return for quicker development of its community in China by pursuing lodge growth via native companions, somewhat than straight.
  • Accor has dedicated to increasing employee coaching.
Jean-Jacques Morin, Group Deputy CEO, and Martine Gerow, Group CFO, throughout a roadshow in New York Metropolis on February 26, 2024. Supply: Skift.

On enhancing its premium motels

Accor’s premium, midscale, and economic system manufacturers have been in lots of markets for as much as 50 years, the executives stated.

“In locations like Australia, Indonesia, Singapore, and Thailand, we’ve got strongholds as a result of PM&E [premium, midscale, and economy] is a density mannequin,” Morin stated. “Having a focus of motels is cost-effective for operations and helps enhance visitor loyalty. We’ve been utilizing these locations to leap to go deeper in markets like Japan, the place we’re the second-largest community — and we constructed that up comparatively shortly.”

Accor’s economic system manufacturers like Ibis have carried out strongly in lodge growth and visitor demand in these international locations and in different key markets, equivalent to in Western Europe. But for its premium manufacturers, Accor hasn’t been getting its fair proportion of lodge growth contracts in lots of these international locations, analysts say.


On streamlining requirements to spice up compliance

In response, the lodge group has been fine-tuning its premium manufacturers. The aim has been to allow higher proprietor compliance with model requirements and to higher match requirements to visitor wants for a selected model has helped, executives stated.

“We’ve tripled the extent of signings in 2023 for premium manufacturers,” Morin stated. “We not too long ago stated that the entire PM&E class is seeing signings up 40% over 2019 ranges, and a big a part of that’s we lastly captured our fair proportion in premium.”

On simplifying model requirements

Each so-called “onerous” lodge model comes with a proverbial binder of guidelines that an proprietor should observe. The paint on the wall must be a selected shade. The ratio of workers to company must be a sure quantity. And so forth.


Accor used to have a few of the most detailed guidelines for its premium, midscale, and economic system manufacturers. However that has not too long ago modified.

“Model energy is your finest protection,” Morin stated. “Model recognition is an accelerator of development.”

Accor needed to make sure that all motels displaying a model identify are assembly requirements and that house owners are offering constant service. So it simplified the principles to prioritize.


“We’ve considerably decreased model requirements by about 70% as a result of we wish house owners to give attention to fewer issues however crucial issues, equivalent to sheets and bedding.

“You’ll see extra on manufacturers like Ibis, Novotel, and Pullman this yr.

On the administration versus franchise fashions

Lodge house owners can work with lodge teams in two methods: beneath a administration or franchise contract. Administration charges are likely to stream to a lodge group’s backside line, typically talking, so the stability between administration and franchise contracts is intently watched.


“In Accor’s PM&E, my hunch is you will note the franchise share of the combo develop by most likely 5 factors over the subsequent 5 years,” Morin stated. “At this time it’s somewhat bit lower than 50% of the PM&E motels, and out of complete price income, it’s nearer to 30%.”

What’s the distinction between the fashions? Broadly talking, the proprietor does a lot of the work beneath the franchise mannequin and pays a royalty plus some charges. Beneath the administration mannequin, the lodge group is pretty hands-on, equivalent to being chargeable for hiring and coaching workers and buying gear. Homeowners pay a so-called base price, usually a proportion of income plus some charges. Franchise contracts additionally are usually shorter.

Within the U.S., a lot of the lodge sector is franchised. In Asia, most likely 80% is managed. Europe and Australia tilt towards managed.


“Franchise ultimately is an efficient factor so long as you possibly can adapt your value base,” Morin stated. “It enables you to develop quicker.”

“On our luxurious manufacturers, we’re most likely rather more protecting of administration contracts than our U.S. friends as a result of we actually wish to be sure that we defend the model fairness,” he stated. “In our life-style enterprise, all the things [at Accor’s Ennismore joint venture] is a administration contract.”

On enlargement in China

China might develop into the world’s largest tourism market by 2030 or so, and Western lodge teams have been racing to open properties there. IHG says it has the biggest footprint there and that it has constructed it by straight opening properties. Accor has taken a special route of working via third-party native companions.


Accor’s partnership with H World Group, as an illustration, has yielded roughly 500 motels and a pipeline of greater than 120 motels. Its cope with Sunmei is on observe to open greater than 400 Mövenpick by Accor properties throughout China.

“For those who go in with no associate, you do get extra charges flowing to the underside line, however you additionally might get much less quantity and extra issues,” Morin stated. “On luxurious properties we work straight with an proprietor, on our different kinds of properties we do each, work straight and thru companions, however most of our stream is coming via the partnership, which helps particularly with native distribution.”

“We wish to get individuals who journey from China to the remainder of the world understanding and liking our model identify,” Morin stated.


Years in the past, Accor purchased shares in a Chinese language lodge developer — then known as Huazhu however now known as H Group — that it later offered.

“We made roughly a one billion revenue on that,” Morin famous.

On lifting employees

Accor execs stated one in all their motivations for working onerous for the lodge group was its capability to assist employees be taught new expertise in a sector that may pay properly and broaden their horizons.


Morin cited a deal signed final month in Saudi Arabia. The “Tamayyaz by Accor” program gives a six-month paid apprenticeship for 256 contemporary graduates from hospitality colleges. This system will give locals new to the sector a path to a profession with hands-on expertise at motels. Accor goals to rent about 3,000 Saudis, most with out prior hospitality expertise, by 2030.

What do you suppose? Inform me. I’m at [email protected] and on LinkedIn.

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