WHY INVEST IN GRAND MERCURE. August 2018

Transcription

1 WHY INVEST IN GRAND MERCURE Accorhotels Global Development August 2018

2 Our roots, where do we come from? In 1997, Brazilian hoteliers, wishing to provide sophisticated locals with international hospitality standards respectful of their values, opened the first Grand Mercure in Sao Paulo. The brand then blossomed across the globe to satisfy a growing desire to highlight cultural identities. Why Invest In Grand Mercure BRAND POSITIONING 25/09/2018 2

3 Grand Mercure Is a universally local brand by nature Around the world, Grand Mercure revisits the singularity of each culture with a new eye, surprising & inspiring our guests to rediscover the uniqueness of a culture. Each of our hotel invites to a curated & contemporary local immersion in the country they are located, whilst guaranteeing premium international standards. Why Invest In Grand Mercure BRAND POSITIONING

4 Grand Mercure Adapts to each market whilst providing premium international standards Grand Mercure are established international upscale hotels. Each hotel guarantees Premium International standards, consistently. Each Grand Mercure is unique. It captures the local cultural codes and way of life of the country to recreate experiences tailored to the local cultural values and rituals. Each Hotel reinterprets selected fundamentals of the country and local culture or customs in a contemporary way, a signature style from being an international brand. The identity of the brand is designed by the local teams in each country and is adapted to the local cultural specificities, in an effort to always respect and celebrate the country s cultural fundamentals and story. The Brand Signature experience can be found across all hotels around the world, making it relevant for both the local and international guests. Why Invest In Grand Mercure BRAND POSITIONING 4

5 Grand Mercure Network & Pipeline TODAY 51 HOTELS 11,796 Rooms OPERATING MODE Africa Greater China India South East and North East Asia OBJECTIVE BY END HOTELS FRANCHISE 18% Latin America 8 Middle East 8 Australia MANAGEMENT CONTRACT 82% 4 New Zealand Why Invest In Grand Mercure NETWORK & PIPELINE 5

6 Key Upcoming Openings A significant potential for development globally GRAND MERCURE GUANGZHOU ZHUJIANG NEW TOWN CHINA, OPENING AFRICA MIDDLE EAST ALGERIA, Majlis Grand Mercure Golden Palace, 130 rooms NIGERIA, Abuja, 115 rooms QATAR, Majlis Doha C-ring road, 283 rooms SAUDIA ARABIA, Mjlis Jeddah, 250 rooms UAE, Dubai Sheikh Zayed Road, 364 rooms ASPAC CHINA, Chengdu Pixian, 180 rooms CHINA, Guangzhou Zhujiang new town, 233 rooms CHINA, Qingdao, Pingdu, 230 rooms MYANMAR, Yangon Golden Empire, 175 rooms INDIA, Bengaluru at Gopalan mall, 206 rooms INDONESIA, Maha Cipta Bali Legian Resort, 268 rooms GRAND MERCURE YANGON GOLDEN EMPIRE - MYANMAR Why Invest In Grand Mercure NETWORK & PIPELINE 6

7 Brand Flagships GRAND MERCURE ZHENGZHOU WEST CHINA 180 ROOMS 7

8 Brand Flagships GRAND MERCURE JAKARTA KEMAYORAN INDONESIA Grand Mercure Presentation Title 483 ROOMS 25/09/2018 8

9 Brand Flagships GRAND MERCURE MYSORE INDIA Grand Mercure Presentation Title 146 ROOMS 25/09/2018 9

10 Brand Flagships GRAND MERCURE PHUKET PATONG - THAILAND 314 ROOMS 25/09/

11 Brand Flagships GRAND MERCURE WELLINGTON NEW ZEALAND Grand Mercure Presentation Title 25/09/ ROOMS

12 Brand Flagships GRAND MERCURE SAO PAULO VILA OLIMPIA BRAZIL 211 ROOMS 12

13 Latest Openings Around the world Grand Mercure Yangon Golden Empire, Myanmar - Opened May Rooms Grand Mercure Sao Paulo Vila Olimpia, Brazil - Opened May Rooms Why Invest In Grand Mercure NETWORK & PIPELINE 13

14 Upcoming Openings Grand Mercure Guangzhou Zhujiang New Town, China - Opening Q Rooms Why Invest In Grand Mercure NETWORK & PIPELINE 14

15 Brand Passions TASTE OF PLACE All dimensions of the local food culture are showcased: exciting signature dishes or brews, reinvented street food, and traditional welcome delights a revisited and inspiring local taste, endorsed by the locals. Why Invest In Grand Mercure KEY IDENTIFIERS

16 Brand Passions SENSORIAL IMMERSION Grand Mercure harmoniously combines and reinterprets local attitudes, atmospheres and settings to awaken all senses. Why Invest In Grand Mercure KEY IDENTIFIERS 16

17 Brand Passions REVIVED RITUALS Each hotel embraces & revives selected fundamentals shaping a culture: Important celebrations, a sense of etiquette & daily rituals to (re)discover, moments of conviviality & quality family time associated to cultural values integrated into curated brand experiences. Why Invest In Grand Mercure KEY IDENTIFIERS 17

18 Brand Passions LOCAL WAY OF BEING WELL Every country of the world has its own conception of well-being. In its hotels, Grand Mercure embraces each of them accordingly to nurture its guests beyond the doors of the gym and the spa Why Invest In Grand Mercure KEY IDENTIFIERS 18

19 Social Media A regional activation for enhanced relevance & reach (examples) Facebook accounts Youtube Influencer Campaigns Newsletters Brazil : 25 K followers Hotel campaign: Reach 150 K China Campaign 刻火花一生改变 A moment of spark, A lifetime of change Why Invest In Grand Mercure COMMUNICATION 19

20 PR, Events & Partnerships Local Partnerships & Activation to increase Brand Awareness & Nourish Brand Passions (examples) Opening of the Grand Mercure Vila Olimpia Sao Paulo More than 500 people attendance facebook.com/grandmercurevilaolimpia 9563 likes posts Brand Partnerships with L Occitane & Orfeu in Brazil Why Invest In Grand Mercure COMMUNICATION 20

21 Reputation Score YTD High Reputation Score in Constant Progression Across the Network CHINA 86 % Middle East INDIA UPPER SOUTH EAST ASIA 82 % 85 % MIS 87 % LATIN AMERICA 88 % GRAND MERCURE AVERAGE RPS % PACIFIC 84 % Figures as of June 2018 Why Invest In Grand Mercure PERFORMANCE 21

22 FRANCE BELGIUM GERMANY NL POLAND UK SWITZERLAND BRAZIL AUSTRALIA N. ZEALAND INDONESIA SINGAPORE THAILAND UAE/S.ARABIA Total Awareness A strong awareness around 40% in 6 key markets EUROPE AMERICAS ASPAC MEA Figures as of end 2017 Base: people having stayed in paid-for accommodation in the last 12 months. Total awareness: The brand is known whether spontaneously mentioned or known when prompted Why Invest In Grand Mercure PERFORMANCE

23 TURKEY POLAND SWITZERLAND FRANCE GERMANY BELGIUM ITALY NL UK BRAZIL USA KOREA CHINA AUSTRALIA INDIA INDONESIA N. ZEALAND SINGAPORE THAILAND MOROCCO UAE/S.ARABIA Grand Mercure Brand Margin A powerful rate premium perception 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». Brand Margin in. Traveller representative As of end 2017 Why Invest In Grand Mercure PERFORMANCE

24 AccorHotels Distribution Solution Accorhotels offers > 110 global distribution partnerships at best market conditions The central Reservation System (CRS) generates on average 66% Of a hotel s room revenue Why Invest In Grand Mercure PERFORMANCE 24

25 AccorHotels Distribution Performance CALL CENTERS, INTRA HOTEL & CLUSTER SERVICES ACCORHOTELS.COM, BRANDS.COM, MOBILES SITES & APP 16% 18% 32% DIRECT SALES 58% OF HOTELS ROOM REVENUE COMES THROUGH ACCORHOTELS CENTRAL RESERVATION SYSTEM 16% 42% HOTEL PMS FOCUS ON WEB DIRECT 128,000 Grand Mercure room nights 20% 19% 7% WEB PARTNERS (OTAS) 26% INDIRECT SALES GDS / IDS Figures as of end 2017 AccorHotels LUXE brands distribution Why Invest In Grand Mercure PERFORMANCE 25

26 AccorHotels Loyalty program Loyalty members worldwide Le Club AccorHotels FRS loyalty programme Huazhu loyalty programme 106M M 110 Guest origin France 13% Northern Europe 18% Central & Eastern Europe 12% Mediterranean, Middle East & Africa 12% Americas 17% A worldwide programme 17 brands 3,400 hotels in 93 countries Asia-Pacific Free enrollment 28% 100% web based program Partnerships with major airline loyalty programmes: Skyteam, One World, Star Alliance 4, S >50 MILLION MEMBERS WORLDWIDE +23,000 MEMBERS EVERY DAY LE CLUB ACCORHOTELS REPRESENTS 30.6% OF HOTEL GLOBAL REVENUE Why Invest In Grand Mercure PERFORMANCE

27 RevPar Index YTD Strong Performace Compared to Competition, Across The Network CHINA 3 GRAND MERCURE HOTELS REVPAR INDEX: 100 TO 130 MADINAH 1 GRAND MERCURE HOTEL REVPAR INDEX > 106 THAILAND 2 GRAND MERCURE HOTELS REVPAR INDEX: 100 TO 130 NEW ZEALAND 1 GRAND MERCURE HOTEL REVPAR INDEX > 102 Figures as of May Source: STR Why Invest In Grand Mercure PERFORMANCE

28 RESORT HOTEL Development Criteria AAA ultra city center location, historic conversion WORLDWIDE RECOMMENDED NUMBER OF ROOMS 150 keys and more 150 keys and + ROOM AVERAGE SIZE sqm sqm TGFA / ROOM sqm sqm RECOMMENDED NUMBER OF ROOMS 120 keys and keys and + NEW-BUILT AND CONVERSION FRANCHISE CONTRACT MANAGEMENT CONTRACT ROOM AVERAGE SIZE sqm + balcony sqm + balcony TGFA / ROOM sqm sqm FOOD & BEVERAGE WELL-BEING 1 All day dining Specialty restaurant (1) 1 lobby bar Spa market driven Fitness centre Swimming pool INTERNATIONAL CAPITALS KEY CITIES & RESORTS MAJOR DOMESTIC DESTINATIONS PRIME LOCATIONS SECONDARY LOCATIONS AIRPORTS SUBURBS MEETINGS & OTHERS Meeting rooms Ballroom Business centre available OTHER CITIES & ATTRACTIVE TOURISTIC DESTINATIONS (1) Based on market demand Why Invest In Grand Mercure PERFORMANCE

29 THANK YOU