Future Strategic Directions of Accor Hotels Group Essay

2672 Words11 Pages
This paper is critically assess a range of future strategic directions of Accor Hotels Group, illustrating how competitive advantage can be achieved and consider suitable ways of implementing a change in strategic direction. Accor is the world’s leading hotel operator, has 45 years of experience. Its hotels spread over 92 countries with 4,400 hotels, the hotel brands from Luxury to budget – Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio, ibis, all seasons/ibis Styles, Etap Hotel/Formule 1/ibis budget, hotel F1 and Motel 6. For future growth, Accor believes “…the foundations for future growth with the goal of becoming the hospitality industry’s global benchmark and providing customers with a unique, constantly renewed hotel experience.” (Annual report 2011 p.14) In order to meet the organization goal, Accor has formulated its future strategic directions “reinventing on its brands, strengthening the relationship with customers, global expansion, reinvent hotels sustainably, and developing people.” (Accor Annual report 2011 p.13) In 2011, Accor launched the project of modifying the existing economy brands – Ibis family. “A major project was launched for our economy brands, in partnership with our franchisees. Its purpose is to modernize and clarify our offer and make ibis the uncontested world leader in the economy segment… (Accor Annual Report 2011, p.3) As the global economy changing, some experience travelers may not consider luxury hotels but economy. However, they still expected the best services everywhere, “the creation of the ibis family has led to considerable discussions about the economy hotel experience. That’s because even though customers move from one segment to another – from luxury to economy – they expect the best service everywhere. To guarantee superior comfort for all its guests, Accor will provide guests with a bed

More about Future Strategic Directions of Accor Hotels Group Essay

Open Document