PRESS KIT APARTHOTELS ADAGIO 2013 TRADE PRESS

Transcription

1 PRESS KIT APARTHOTELS ADAGIO 2013 TRADE PRESS

2 CONTENTS EDITORIAL BY MARTINE BALOUKA-VALLETTE I 3 A LEADING BRAND IN A GROWTH MARKET I 4 No.1 IN EUROPE I 6 NEW DEVELOPMENTS IN 2013: 2 APARTHOTEL OPENINGS IN NORTHERN EUROPE I 7 THE STRENGTH OF A UNIQUE CONCEPT I 8 A RESPONSIBLE PLAYER I 11 APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 2

3 EDITORIAL MARTINE BALOUKA-VALLETTE, CHIEF EXECUTIVE OFFICER, APARTHOTELS ADAGIO THE APARTHOTEL: AN INNOVATIVE ANSWER TO NEW FORMS OF MOBILITY The number of aparthotel-type residences has risen steadily in France since 2008, showing that this innovative concept definitely has its place among the various accommodation formats on offer to business travellers and families. The fact is that tourism and business travel are taking new forms, which call for new responses. Aparthotels Adagio are located in the heart of the most popular cities (which are often both business centres and tourist destinations), and offer comfortable living spaces with associated services, representing an innovative solution for medium and long-stay travellers. We now have a strong network and have embarked on a further phase of our development, with strong international ambitions. Today s growing numbers of business travellers need high-performance accommodation solutions, and the aparthotels market has yet to be built and structured in many markets. In France, our aparthotel concept, which is already well established, is continuing to develop, both in Paris and in the regions, operating either under a management agreement or a franchise. In Europe (the United Kingdom, Germany, etc.), substantial growth potential remains for urban residences. Lastly, we are also planning to become the market leader in other regions of the world, such as Latin America, the Middle East and Central Europe. As a result, both in Europe and elsewhere, our development in terms of opening new aparthotels is gathering pace. And while preserving the strength of our concept, we are opening up to other forms of management, by developing franchising. Thus in two years time, we shall be opening 13 new aparthotels, notably in Abu Dhabi, Fujairah, Dubai and Russia. And a significant project lies ahead of us in Brazil, where a master franchise agreement signed with Accor will enable us to set up a network of 40 new establishments! QUOTATIONS Our development strategy is firmly focused on international expansion. Among the fifty or so projects we are currently working on, we have already identified around thirty international sites. Our target is to have 150 aparthotels in place in 12 countries of the world by Being able to offer their staff a proper apartment, and a living space of their own, rather than just a hotel room, represents a real bonus for companies. Today, our Aparthotels Adagio concept constitutes the best medium and long-stay accommodation solution for the business-travellers target segment. This is why it has been so successful throughout Europe and in a growing number of countries around the world. Our concept doesn t compete with the hotel business model, it complements it: 75 % of our clients book stays with us lasting longer than 4 bed-nights and 45 % book for longer than 10 bed-nights. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 3

4 APARTHOTELS ADAGIO THE MARKET LEADER IN A GROWTH MARKET TWO SUBSTANTIAL SHAREHOLDERS Aparthotels Adagio, the market leader for aparthotels in Europe, is the result of a joint venture launched in 2007 by two companies that are market leaders in their respective business lines: the Pierre & Vacances Center Parcs group, No.1 in Europe for holiday residences and Accor, world s leading hotel operator. Today, the brand can rely on the support and expertise of these two shareholders as it pursues its ongoing development. A CONTEMPORARY RESPONSE TO BUSINESS TRAVELLERS EXPECTATIONS A BRAND THAT DELIGHTS BUSINESS CUSTOMERS Managers working away from home on an assignment, employees moving to a new job or travelling to attend a trade fair or a training course: companies needs for medium and long-stay accommodation come in many different forms, both in France and at international level. The aparthotel format is particularly well suited to these business travellers expectations. According to a study performed in 2012 by Dibs Marketing on behalf of Aparthotels Adagio, for stays lasting 4 nights or more, 50 % of travellers say that they prefer this concept to hotel accommodation. Furthermore, in respect of all of the criteria that they consider most important location, quality of the offer, autonomy and quality of services, Aparthotels Adagio provides effective responses. A FINANCIALLY ATTRACTIVE SOLUTION FOR PROFESSIONALS For travel managers and booking staff, the Aparthotels Adagio concept offers the benefit of satisfying travellers expectations, but also meets their specific requirements. Tiered pricing keeps accommodation costs under control. For a 30-night stay, an aparthotel is 30 % cheaper on average than a comparable stay at a hotel in the midscale category. Not to mention the savings on catering costs, thanks to the equipped kitchen this offers clients a greater degree of flexibility: they can either cater for themselves as they choose, or arrange to have food delivered directly to their apartment or eat out at a restaurant. Working with an approved quality partner makes it possible to implement an accommodation policy that staff will be happy to follow within the company. Lastly, the process of booking and managing an aparthotel is smooth-flowing: all the ease of making a hotel booking, without the drawbacks of a furnished rental (no additional costs, breakage depositor electricity charges). Tiered pricing from the 4th night onwards is a key advantage: the longer you stay, the less you pay! APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 4

5 A WINNING POSITIONING By siting its aparthotels in city centres, Aparthotels Adagio offer business travellers full autonomy and a high degree of freedom, so that they can enjoy pleasant stays. They can take advantage of a spacious apartment with an equipped kitchen. Furthermore, the hotel services and tiered pricing have been specially designed to meet the needs of this target clientele. LONG-STAY SERVICES The brand has designed a number of services specifically tailored to its long-stay customers (staying more than one month): A new search engine has been launched for their benefit. This responsive and impressive tool enables visitors to quickly find the accommodation solution best suited to their needs, whether they are an individual business traveller or benefit from negotiated prices. With the Adagio Business Twitter business travellers also receive personalised accompaniment during their stays; if they ask a question about the neighbourhood or city they are in (events, retail outlets), the brand will answer promptly. On arrival at their selected apartment, they will find a number of thoughtful touches: a Welcome Pack for making a meal from local organic products, and a Serenity Kit comprising cosmetics designed in collaboration with the Keji brand. CLEARLY-STATED INTERNATIONAL AMBITIONS The Aparthotels Adagio business model is robust and has demonstrated its ability to withstand crises. Consequently the brand aims to double the number of its aparthotels by 2016, by opening further establishments in France and internationally, so as to provide its leisure and business clienteles with a network of 150 aparthotels. To achieve this goal, it will rely on several management models leasing, franchising, master franchises and management agreements. Franchising looks set to undergo particularly strong growth, such that it will represent 30% of the stock within 3 years. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 5

6 APARTHOTELS ADAGIO No.1 IN EUROPE APARTHOTELS ADAGIO, THE BENCHMARK OFFER FOR THE EUROPEAN MARKET With 10,000 apartments ideally located in the finest cities of 7 European countries, the brand is the market leader for aparthotels in Europe. With more than 600 urban residences listed in 2012, France has one of the most dense networks. However, few structured networks are being developed in Europe s large countries. In point of fact the Aparthotels Adagio concept perfectly matches the needs of medium and long-stay customers. Having these aparthotels located in city centres or, in the case of the Adagio access range, in provincial cities or close to major cities, represents an undeniable asset. Autonomy, comfort and the range of services and prices on offer all match the expectations of business customers. AN AMBITIOUS DEVELOPMENT STRATEGY (Q ) FRANCE: PARIS ÎLE-DE-FRANCE (PARIS-REUILLY, CLICHY) AND NANCY ITALY: ROME GERMANY: MUNICH BRAZIL: BELO HORIZONTE, CURITIBA, PORTO ALEGRE, SÃO PAULO RUSSIA: MOSCOW UNITED ARAB EMIRATS: ABU DHABI, DUBAI AND FUJAIRAH. NEW MANAGEMENT MODELS To achieve its ambitions, Aparthotels Adagio is diversifying the approaches it adopts and relying in particular on franchising. For example, to facilitate the process of rapidly establishing itself in Brazil, in March 2012 the brand signed a franchising agreement with Accor to open 40 Adagio and Adagio access aparthotels nationwide. In the first instance, several Accor hotels that were already established in Brazil changed brand and became Aparthotels Adagio. In Russia, franchising is the most popular format. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 6

7 FLAGSHIP APARTHOTEL OPENINGS IN NORTHERN EUROPE JANUARY 2013/ADAGIO KÖLN CITY, AN OUTSTANDING DESTINATION IN GERMANY Cologne, a city with a rich historical and cultural heritage, is also playing host to a growing number of European and international events. Located in the heart of the city, just 10 minutes from the railway station and Cologne cathedral, the new Adagio Köln City offers 115 apartments whose original and creative decor takes its inspiration from the graphic codes of eau de Cologne. Cologne Carnival, the city s iconic festival makes its presence felt via some of the fixtures and fittings. The aparthotel has also won an award (Preis für nachhaltiges Bauen) for its sustainable construction. MARCH 2013/ADAGIO LIVERPOOL CITY CENTRE, IN THE CITY OF THE BEATLES Liverpool, the historic birthplace of the Beatles, has been undergoing a full-scale renaissance in terms of urban design and culture, especially since winning the title of European Capital of Culture in To site 126 apartments in the heart of this great British city, close to Saint George s Hall, Aparthotels Adagio chose a building with an impressive history: the Lewis s Department Store. This building, constructed in 1856, was for many years the city s largest department store. It was converted while preserving its many listed fixtures, such as the sumptuous mosaic in the store s former restaurant. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 7

8 THE STRENGTH OF A UNIQUE CONCEPT A DIFFERENT OFFER ONE BRAND, TWO RANGES To meet all types of expectations more effectively, the brand has created two different ranges: Adagio and Adagio access. The two aparthotel ranges share a number of brand values that unite and define them. Whatever city, apartment or experience they opt for, travellers can be confident of finding 3 distinctive hallmarks: autonomy, respect for life-styles and conviviality. With a midscale and upscale offer, Adagio is aimed at a clientele that expects comfort and services. Its aparthotels are located in the heart of major cities. Connected, convivial and immersed in their host city, they are characterised by their warm atmosphere and the quality of their hospitality. These spacious and contemporary apartments (ranging from studios sleeping 2 through to 2-bedroom apartments sleeping 6) offer modular equipment and hotel services, and tiered pricing from the 4th night onwards. Adagio access is an economy segment offer, aimed at a clientele looking for affordable prices combined with a functional and comfortable environment. The aparthotels in this range offer apartments ranging from studios sleeping 2 through to 1-bedroom apartments sleeping 4, so that guests can live as they choose, taking advantage of a smart accommodation offer, which always comes with tiered pricing from the 4th night onwards. APARTMENTS AND SERVICES A SPACE TO SUIT EVERYONE The highly modular fittings invite everyone to appropriate their apartment for themselves and create their own space, in line with their habits and desires. An equipped kitchen in each apartment allows guests to keep to their normal eating habits, to save money or to simply enjoy a gourmet break and relax after a hard day s work! Lastly, all apartments are equipped with an Internet connection, so that guests can stay in touch with their own private and professional contacts. FUNCTIONALITY & MODULARITY STUDIOS SLEEPING 1 OR 2 Between 20 and 25m² IDEAL FOR: Consultants working away from home on an assignment, expatriates or employees receiving training who are looking for an accommodation solution lasting from a few days through to several weeks. EQUIPMENT: One double or 2 single beds (1 wardrobe bed in some aparthotels), equipped kitchen, bathroom with bath or shower, toilet, heated towel rail, cupboards, television with an extensive choice of national and international channels, desk with telephone line, Internet. A COMFORTABLE LIVING SPACE BEDROOM APARTMENT SLEEPING UP TO 4 Between 30 and 45m² IDEAL FOR: Consultants on a long-stay assignment, expatriates living in temporary accommodation. EQUIPMENT: A separate bedroom with one double bed or two single beds, lounge with double sofa bed or pull-out sofa bed, well-equipped kitchen, bathroom with bath or shower and separate toilet, cupboards, television with an extensive choice of national and international channels, desk with telephone line, Internet. COMFORT & SPACE FOR THE FAMILY BEDROOM APARTMENT SLEEPING UP TO 6/8 Over 45 m² IDEAL FOR: A temporary accommodation solution (e.g. for expatriation) with the family. EQUIPMENT: Two separate bedrooms with one double bed or two single beds, lounge with double sofa bed or pull-out sofa bed, well-equipped kitchen, 2 bathrooms with bath, shower and separate toilet, cupboards, television with an extensive choice of national and international channels, desk with telephone line, Internet. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 8

9 ADAGIO VIENNA CITY (AUSTRIA) 2 ADAGIO PARIS OPÉRA (FRANCE) 3 ADAGIO BRUSSELS CENTRE MONNAIE (BELGIUM) 4 ADAGIO ACCESS NICE MAGNAN (FRANCE) 5 ADAGIO ACCESS MARSEILLE PRADO PÉRIER (FRANCE) APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 9

10 INCLUDED OR OPTIONAL HOTEL SERVICES INCLUDED SERVICES The following services are included in the price of apartments, and do not give rise to any extra costs. Reception open 24/7 to welcome guests and provide information (limited opening hours at some Adagio access aparthotels). Internet connection in public areas and all apartments. Daily housekeeping for stays of 1 to 3 nights, weekly housekeeping for stays of 8 and more nights. Business corner at Adagio aparthotels. Fitness, swimming pool in some aparthotels. Luggage room. Baby kit: cot and high chair (please book in advance). OPTIONAL SERVICES For even greater comfort levels, some services are available as optional extras. They are not included in the price of apartments. Buffet breakfast with a wide choice of seasonal and regional products. Laundry available in most aparthotels: automatic washing machine and clothes dryer. Dry cleaning service at Adagio aparthotels. Supplementary housekeeping. Private car park at some aparthotels. NEW: EVEN BETTER REWARDS FOR LOYALTY CUSTOMERS OF ADAGIO AND ADAGIO ACCESS CAN NOW TAKE ADVANTAGE OF THE CLUB ACCORHOTELS LOYALTY PROGRAM WHEN STAYING WITH US ON BUSINESS OR ENJOYING A LEISURE BREAK. THEY WILL BUILD UP POINTS THAT CAN THEN BE REDEEMED IN ONE OF THE ACCOR GROUP S 2,700 HOTELS WORLDWIDE. APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 10

11 APARTHOTELS ADAGIO A RESPONSIBLE PLAYER In its capacity as a market leader, several years ago the brand embarked on an in-depth sustainable development initiative, structured around 4 main themes: PROXIMITY The brand is constantly striving to anticipate the needs of travellers and booking staff, and to build strong links with the territories in which its establishments are located. SETTING AN EXAMPLE The brand is committed to being a responsible employer and to limiting its environmental impact. INTEGRATION Sustainable development is rooted in the company s daily practices. INNOVATION & ANTICIPATION The brand endeavours to anticipate trends so that it can help to secure the future of the planet. TO PUT THESE PRINCIPLES INTO PRACTICE, IN 2010 THE BRAND BEGAN IMPLEMENTING ECOLABEL CERTIFICATION FOR ITS APARTHOTELS IN THE ADAGIO RANGE. THIS EUROPEAN LABELLING SCHEME COVERS ALL ASPECTS OF AN APARTHOTEL S DAY-TO-DAY OPERATION: WATER AND ENERGY CONSUMPTION, WASTE PRODUCTION, USE OF RENEWABLE RESOURCES AND SUBSTANCES LESS HAZARDOUS TO THE ENVIRONMENT, CONTRIBUTION TO ENVIRONMENTAL EDUCATION, USE OF MORE ENVIRONMENTALLY-FRIENDLY PRODUCTS AND SERVICES. AT THE PRESENT TIME, ONE HALF OF OUR APARTHOTELS HAVE BEEN GRANTED APPROVAL TO USE THIS LABEL. WORK ON THE INITIATIVE IS CONTINUING: 80% OF OUR APARTHOTELS WILL HAVE QUALIFIED BY APARTHOTELS ADAGIO I PRESS KIT I TRADE PRESS I 11

12 DISCOVER MORE AND BOOK ON PRESS CONTACTS Judy-Gaëlle Ranaivoson +33(0) Alexandre Costes +33(0) Press area: Adagio_officiel copyrights : F.Peyranne/BETC ; Y.Forestier ; ABACApress ; D.Pitsch ; Studio 3J/PV ; M.Roy/Accor ; F.Rambert/Accor ; R.Rosa/Accor ; E. Mironova/Accor ; G.Erbring/Abacapress ; D.Dunkley/Abacapress ; AE.Thion/PV ; R.Corty/PV ; JN. Lanthiez/Abacapress ; A.Lanneretonne/Abacapress ; Thinkstock